Business cards are a necessity for any trade show booth because you can quickly hand out all of your contact information to prospective new customers that stop by your display stand. The one thing these handy little cards aren t good at doing are collecting your lead s information. By the time you are ready to follow up with the client, it can be difficult to remember everything you discussed with them.

Even if they remember stopping by your trade show displays, they won t be impressed if you can t remember talking to them. One way you can avoid forgetting these important conversations is through lead forms. It should include the following information:

  • The lead s name and contact information.
  • A problem he/she may have that your product or service could fix.
  • Other qualifying questions that would tell you how serious these leads are in doing business with you.

You should be able to remember the conversation that took place just by looking at these documents. It doesn t matter what questions are listed, but it is necessary that they tell you as much about the situation your leads are in and how interested they are in buying your products or services. There are two different forms available: print and electronic. Print forms are printed directly from your computer and can list as many open-ended or close-ended questions as you would like to discover from potential customers.

The only downfall with this method is the fact that it is up to you to keep track of every single form that is collected. Electronic forms, on the other hand, will keep everything together in a single database; however, the questions you are able to include on the questionnaire are less flexible. Since technology is unpredictable, I would highly recommend also using print lead forms with electronic ones if that is the option you choose to go with, in order to still have all of your lead s information in case the database shuts down or quits working for some unknown reason.

Whatever you decide to use for collecting proper information from interested buyers at your display system, make sure to have a system in place that all of your staff have to abide by.


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