Too busy to execute a trade show strategy

Date:

Tuesday, October 6, 2009 - 3:29pm

Richard Erschik is a lead follow up expert. He posted a blog questioning why upper management wasn't furious about the fact that about 80% of all leads are never followed up. He talks about an article from 1979:

In the article (from 30-years ago, mind you) the editor states that...less than 20% of sales leads ever get followed-up.

Of course we are still pained! Here we are today and nothing has changed!

Rita Coco is an expert in eliminating waste in your business processes. In her latest newsletter, September's Cup of CocoA, she stated:

When you are a successful company, there is a point at which your growth is stunted. You and your staff do not have the time to market and, with your present billable load, you will not have the time to convert or ultimately service the new clients. Your company is too busy to grow.

I see this often when companies fail to plan a trade show strategy because they don't have the time. Rita believes there is hope:

A company that is too busy to grow has extra space and time trapped inside ineffective and inefficient processes. Every company with employees has old hidden processes and internal assumptions that create bottlenecks, slow down progress, and turn the company into a very ‘busy' company - one that is overcompensating for these hidden hurdles. Free up the bottlenecks and the company finds space and huge savings in cost and time. These savings can be reinvested into marketing effort.

This is why I believe that speed of execution is crucial for not only your trade show strategy but all of your processes. Do you want to continue to be the 80%? Are you too busy to execute a trade show strategy and grow your business? It's time to eliminate your waste, and learn how to market with a proper trade show strategy.

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