A
newsletter article by
Steve Martinez
Where the Selling Process is working
When Important Sales Intentions Go
Bad
By: Steve Martinez
Your prospect attends an important trade show and returns to a busy life. Inside their bag of goodies are all the trinkets and collected purchase information. After distributing the trinkets to family members, the information joins the busy desk pile. As life takes hold of time and priorities the information bag sinks colder and deeper into the desk. Does this sound familiar?
The Ugly Factors of Missed Opportunities
If you are in sales, there are some ugly statistics that should alarm
you. Research indicates that 90% of trade show attendee’s use
exhibitions as their top resource for purchase information. After
attending an exhibition or trade show prospects are ripe for follow up.
Unfortunately, only about 80% of the companies will follow up on these
prospects. If no follow up takes place, the opportunities grow colder
each day. Research also indicates that almost 50% of these prospects
could be closed on just one call. Plus almost 60% of these prospects
will make a purchase within 12 months.
Cleaning Day Wipes Out Opportunities
If a business or salesperson doesn’t have a sales follow-up plan on
exhibition opportunities, the expensive business opportunities will be
lost to someone else. The prospects pile of information will someday
reach a point where it is shoved into a trash bin because the
information is too stale. This is a terrible waste of time and effort
for everyone.
Top Sales Priorities
The top priority of a salesperson returning from a trade show should be
responding to prospects. The simple action of a sales call and letter
makes a huge difference. If the prospect says no, don’t leave it at that
because the prospect will probably make a decision in the next twelve
months. Establish and execute a follow up plan to stay in touch and you
will reap the benefits.
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