Weekly Insights: Taking a Long-Term Perspective on Leads

One misperception exhibitors often have is that trade show leads must become clients within 30 days (or some other random timeline) in order to make their exhibit investment worthwhile.

That’s just not realistic!

Depending on the cost of your product, your audience’s decision-making timeline … or an infinite number of other factors, that conversion from lead to client may take 6-18 months. So don’t lose them somewhere along in the process!

A blackboard with a quote that says "Always keep in mind the long term value of trade show leads."

The key is to have a strategy for nurturing your leads through the process. Instead of viewing them as “leads,” think of them as “future friends and customers,” and let that guide your follow-up system.

Wondering where to start? Check out these podcasts/posts:

 

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