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Sales Promotion And Publicity
Lead Follow-up: this is based on the conversation at the show, leads are categorized by most firms, using
the three levels method such as A, B and C leads.
• A level leads are reserved for prospect or visitors who will make a purchase soon. These
leads are sent to the appropriate salesperson through fax or e-mail, so that the salesperson
calls as soon as the prospect returns home or office. The most important factor to A level
leads is that they must have quick follow-up from a salesperson.
• B level leads are prospects who are interested, but will make a purchase later. The amount
of time separating A leads from B leads depends on the industry and the normal sales cycle;
but in most cases, the time is 90 days. If B leads are passed along to the sales force, their
sense of urgency for all leads may decrease because salespeople have learnt that most leads
usually result in wasted time, so it may not be with their time to call immediately. Some
companies may decide to use telemarketing or direct response to follow up with B leads,
while allowing the sales force to focus on hot leads available in A level.
• C level leads are people interested in the product but with no immediate buying plans or
intention. Any follow-up with C leads will be minimal, probably direct mail may be used to
follow up with these leads. A company may also send a “thank you for stopping by” letter
along with a brochure.Communication: shows provide an avenue in which a lot of useful market information is available.
Getting that information shared is an important element in a learning organization, if learning is to
result from the show.
Information about new competitive products and programmes, such as discount programmes or
joint marketing efforts operated by other companies, can be learned at shows. Some firms use their
representatives to go into competitor’s booths to spy and collect brochures as well as take notes during
competitor’s presentations. This information will later be used by the sales force in order to learn and
understand competitors’ strategies, which their marketing staff will also use to plan counter-strategies.
In addition to competitive information, customer information is also available at the show. The seminar
agenda can provide insight into key issues the firm’s customers are facing. For example, if several seminars
are presented on the subject of government regulation, then you can be sure that government regulation
is an important issue for your customers.
Companies, that can respond, perhaps by helping customers comply with those regulations, will increase
their market share.