Collecting Leads at Vendor Events

For most businesses the single most important aspect of vendor events is to obtain leads or new business contacts.  Selling product, if it applies to your business, is money for the moment- a one-time sale.  New leads can open up many new business relationships creating multiple potential opportunities.

In my last post about vendor events (Preparing for Vendor Events), I created a list of materials you should bring.  Among the list, was a variety of literature to offer people who stop by your booth.  Providing a catalog, flier, or business card helps to familiarize people with your product and your name but most people will not follow up with you.  It is critical for you to collect contact information for each individual so you can follow up with them. 

Hosting a drawing for services or products helps draw people to your table.  Have individuals fill out a lead form or drawing ticket of some sort.   This form should include all forms of contact for the individual: name, address, phone number, and email address.  Create a check list of items they may want to request information on or ask questions they can answer yes or no.  You want the form to provide a window of the type of services or products you provide through the questions you ask.  Make it short, sweet and target your questions to the specific goal for this event.  For example, I ask two questions on my form.  One is geared towards booking home shows and the second is geared towards sharing my business opportunity.

You may want to go the extra mile to attract people to your table.  If it is a family friendly event, offer a piece of candy or a sticker to children who pass by to draw the family towards your table.  Some events encourage vendors to have some sort of interactive game.  As people are walking by you can offer them a free (inexpensive) gift or perhaps a sample of your product. 

You will need to be outgoing and talk to people before they talk to you.  For many, this is outside your comfort zone.  Plan in advance what you want to tell people about your business.  You can ask people if they are familiar with your company to begin the conversation.  Your next step could be to share your 30 second commercial, introducing your company and product.  You will find yourself repeating much of the same information over and over again during the day.

Here is a great example.  At the last event I attended, a dentist office was set up beside me.  Colorful balloon trees on either side of their booth helped attract people.  They had a large poster with information about the dentist and office services sitting on their table, as well as a number of brochures people could take with them.  Visitors could play a game- guess the number of flosses in a large glass canister and the number of toothpaste tubes in another.  Each entrant filled out the drawing ticket and put their guesses on the back.  The person with the best estimate could win a free tooth whitening.  Everyone who stopped by received a cookie tied with colorful curly ribbon and a business card.  The girls working the booth were dressed in their office uniform, looking professional, with shining smiles.

It is important to be over the top friendly and attempt to make a connection with your visitors.  The type of event could give you some good lead questions to open up communication with your visitors.  At a family focused event, you could ask the ages of the children, or  where they go to school.  Inquiring about clubs and activities they are involved with will give you the opportunity to offer additional services like fundraisers.

Collecting leads is only the beginning step.  A piece of paper with contact information is useless when sitting in a pile on your desk.  Following up with each contact based on the answers to their questions is critical to the success of the event.  I find it very helpful to write notes on the back of each drawing ticket about the individual I meet and what we discussed so that I can recall the person when I call them to follow up.

Networking with other vendors at events is a critical step you do not want to miss!  Talk with them before the event starts, share your business card, tell them about your drawing, and encourage them to stop by your booth if they get a chance.  You could even offer them a show discount if they make a purchase from you that day.  Obtaining their business is a good goal but also asking them about other resources in your community is beneficial too.  You can ask about other events they do and networking opportunities available.

These events can be a lot of work depending on the size.  The results are rarely predictable.  Immediate sales can recoup event fees, leads can grow your business but regardless it will be a valuable learning experience!

Related posts you may like:
Finding Vendor Opportunities
Preparing For Vendor Events
Simple & Inexpensive Credit Card Processing

Visit my vendor opportunities page for events in the Tampa Bay Area.  Not from here?  Send me events in your area and I'll create a database for you too.

-Melissa

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Preparing For Vendor Events

April is a busy month for me with vendor events this year.  While each event may need a tailored approach for leads, preparation is fairly consistent.  You will want to plan well and bring a variety of materials with you to present a professional image, represent your business well, and collect new leads. 


What you should know about the event.

• Is a donation required?
• Who is the target audience? (seniors, families, business professionals)
• Is the location indoor or outdoor?
• What is provided to the vendors? (tables, tents, electricity, food, security)
• What is the expected attendance?
• What kind of advertising are they using?
• Am I expected to provide a give-a-way or goody bag item for guests?

Here are some things you should consider preparing and packing as they apply to your business.

Display

• tent- necessary if outdoors, can often be rented but easily purchased at most major retailers in the sporting goods department
• table(s)- 6 foot folding tables will fit easily in most vehicles and are always handy.  They often go on sale around major holidays for about $35.
• tablecloths
• boxes to lift up your display or create height on your table
• banner (Vistaprint- Get a small vinyl banner sign FREE. Plus save 50% off other sizes.)
• product samples or inventory to sell
• product specific display items
• equipment needed to prepare product if serving food
• dry erase marker boards
• posters

Booth Decoration Ideas

• balloons
• flowers
• rugs or mats
• Christmas lights
• seasonal decorations
• wooden trellises

Literature

• promotional pamphlets
• marketing brochures
• catalogs
• customer or hostess special fliers
• business cards

Collecting Leads

• a drawing ticket or questionnaire
• a drawing item
• something small to give children such as candy or stickers
• an interactive game or activity for children

Checkout Materials

bags or boxes for purchases

order forms

calculator

cash register

credit card machine (see post about The Square)

Miscellaneous

• tape
• scissors
• sharpies
• twine
• pipe cleaners (or twisty ties)
• large binder rings can be used to hang merchandise from the tops of your tents

You never know when you may have to fix, hang, or tie something down.  Throw all these extras in a gallon size bag for "just in case" moments.  A friend of mine taught me about the pipe cleaners.  They are strong and colorful!  You can use them to attach or hang just about anything.

-Melissa

Related Articles:
Finding Vendor Opportunities

Simple & Inexpensive Credit Card Processing

Months ago I heard about a device that allows you to process credit cards through your cell phone on Good Morning America.  Recently, a friend was raving about it and I must say, I'm excited!  Meet Square!

 

About Square
Square is a revolutionary service that enables anyone to accept credit cards anywhere. Square offers an easy to use, free credit card reader that plugs into an  iPhone, iPad, or Android phone. It's simple to sign up. There is no extra equipment, complicated contracts, monthly fees or merchant account required.


Processing fees:

2.75% for swiped transactions

3.5% + 15¢ for keyed-in transactions

That's it! There are no activation, gateway, monthly, early termination, hidden fees or any additional costs to use Square. Every credit or debit card we accept (Visa, Mastercard, Amex and Discover) have the same flat rate. These fees are static and do not change depending on how much the transaction was for. As our fees are taken out of each transaction as they occur, there is no fee schedule. Square also does not require a contract upon sign up and since we only charge per transaction, it doesn't cost you anything if you don't use it!

Additional Details

Square automatically deposits the money in your bank account at the end of every business day.  There are no transaction limits or monthly processing limits.  You can click here to read more FAQ on their help page!

Several people I know personally have been using this device and love it.  An entire group from my direct sales company have been using this out in the Midwest and love it too.  That is important to me- tried and true!  This might just be the gadget to push me into the current technology era.  My cell phone is archaic.  Time to upgrade!

Click here to sign up!

I hope this saves you time and money!  Enjoy!

-Melissa