The seven deadly sins of exhibiting at trade shows and how to avoid them.
Sin #1 Not setting quantifiable goals
As Steven R Covey said in his book 7 habits of highly effective people ’Start with the end in mind’. What is needed is a target, a goal, and a quantifiable desired outcome. It could be as simple as a number of qualified leads generated, or sales made or contacts created or appointments set or getting collateral for press releases. The goal for the show should be measured. This goal should also include the follow up activity. There is no point in generating 100’s of leads of contacts who just want to win a prize and are not interested in..
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