EXHIBITIONS and shows are a great way to get in front of new clients and demonstrate your product or service but when it’s so busy what happens to the leads, how do you collect the data, what do you do when you get back to the office? Local business PENNMcKENZIE Consulting Ltd has its own views.
“Remembering that the experience your client has on your stand sets the tone for their decision to engage with your business is critical,” said Michael McKenzie, “use this thought to determine how you decide to collect data.
EXHIBITIONS and shows are a great way to get in front of new clients and demonstrate your product or service but when it’s so busy what happens to the leads, how do you collect the data, what do you do when you get back to the office? Local business PENNMcKENZIE Consulting Ltd has its own views.
“Remembering that the experience your client has on your stand sets the tone for their decision to engage with your business is critical,” said Michael McKenzie, “use this thought to determine how you decide to collect data. A notepad simply doesn’t cut it, you need to be interested in their data and look like the information they give you is going to be well looked after and valued.
“Go digital and use a tablet, it isn’t just easier, it looks better too! There are some reasonable apps available to help with data capture but better still, have an app designed, they aren’t particularly expensive and you can decide what fields to have put in so the data you collect is specific to you. We work with an app designer to do just that for our clients and have the ability to apply data cleansing when connected to a wi-fi signal to filter out the false records before they ever get on to your database. You can even build in product information or incentives to enhance the customer interaction whilst leaving their data and keep them on your stand for longer.
“The weakest area for many businesses is what happens when you’re back at the office,” added Michael. “It’s important to have identified the type of prospect data you have collected and communicate with them appropriately. Recognise whether they are an initial enquiry, a current prospect, a customer or even a lapsed customer and slot them into the correct stage of your communication strategy.
“All data left should be followed up with a prompt thank you and information specific to their position in the buying cycle. Being efficient and fast in your follow up will show you are in control and give your clients confidence.”
For further details, contact PENNMcKENZIE on 07936 529012 or visit www.pennmckenzie.co.uk