Stop Qualifying Leads and Start Qualifying YOU

I was talking with marketing messaging expert Rita Coco about how creative imaginations avoid trade show industry casualties. Trade show exhibit designer Peter Moran of The Moran Group has a new way of doing business that saves companies' trade show budgets. The Moran Group is forcing you to question why you are accepting the bloated business practices of your trade show display house.

Here is Rita's contribution to avoid trade show industry casualties and a new way of thinking:

Have you ever spent time AFTER a trade show qualifying leads? That is you choosing them, when, done right, they will have already chosen you. Why is it important to have them chose you? Because this significantly reduces the time and effort required to close sales.

Let's change the way you prepare for your trade shows. The following steps challenge your current practices and feel counter-intuitive, but they save-and make-you more money on your trade show marketing efforts:  

1.  Focus your booth on just ONE product or service you offer. Everyone likes options, but studies show that offering too many stalls the decision-making process. We're afraid we'll make the wrong choice, so we opt for no choice.  

2.  Create signage and literature that emphasizes the unique value of the one product or service you're featuring. Remember to capture the value from your prospect's point of view. 

3.  Invite IDEAL prospects to the show who have already expressed an interest in this value.

Do you need help figuring out what makes you and your product or service unique and valuable to your best prospects? Rita Coco Consulting can help:

• Separate you from your perceived competition at the show by offering something in your custom exhibits that is totally different from your competitors.
• Pinpoint the ideal attendees who will make a "beeline" directly to your trade show exhibit booth, ready to make a decision!
• Drive home your value through creative, compelling messages before, during, and after your trade show.

Stop Qualifying Leads and Start Qualifying YOU!  If you prepare to be THE QUALIFIED CHOICE for your ideal prospects, you'll save LOADS of money and realize a GREAT return from your trade show strategy.