Staff
Approaching Visitors (cont.)
Names and addresses -- leads -- prospects -whatever you call them, these are the lifeblood of the salesman and this is the information that your stand staff should be aiming to get from every visitor. It is worth getting special exhibition enquiry or report forms printed which your staff, or even the prospect himself, can fill in on the spot to obtain all the infor¬mation needed for successful follow-up. The details which should be obtained are:-
1. Name of visitor
2. His company
3. Company address and telephone number
4. Position of visitor in company
5. Name of buyer if not the visitor
6. Area of interest
7. What literature/information given on the
stand?
8. Appointment to visit made? What time/date?
Copies (have these forms printed on N.C.R. - No Carbon Required - paper) should go to the sales manager, the salesman who will follow up, and to whoever is responsible for your mailing list.
These forms should be treated like gold -potentially they are gold! One person should be detailed to collect all the forms in at the end of the day and make certain that they are delivered to the right people for immediate action. At a busy exhibition it might be wise to collect and deliver twice a day. All follow-up should be as quick as possible.
Ensure that no areas of the stand are left unattended at any time nor allow grouping of stand staff under any circumstances. Remember staff cannot sell to each other. The visitor/customer comes first.