Only one out of 50 sales deals happen following the first meeting with a prospect, and 80 percent of deals come on the fifth contact or later,according to various sales studies. Yet it seems many trade show exhibitors give up after making only one contact following a show … if that. I doubt any exhibitor sets out to ignore the leads they’ve worked so hard to gather. Using a strategic follow-up campaign is crucial, yet few exhibitors have any type of campaign in place prior to going to a show so that it’s a plug-and-play process afterwards. The hottest leads should get immediate follow-up, but what about that 80 percent that take time to convert into sales? Nurture them!
Nurtured leads make 47 percent larger purchases, according to research from the Annuitas Group. Yet 65 percent of B2B marketers have no established lead nurturing plan, according to MarketingSherpa. One of my business mentors puts it like this: Your business is like a shopping mall, with multiple points of entry and escalators moving up and down. Don’t assume all leads want the same kind of contact from you. It’s important to provide content that addresses each stage of the buying process to connect with them where they are: research, consideration, evaluation, point of purchase, or post-purchase loyalty.Read More