The Power of a Lead Card

One of your best show investments is the use of a lead card. Call it whatever you want; a client information sheet, a customer inquiry form or a lead card, it’s all the same thing. A simple, organized way of recording all the information you gather on the show floor in a format you can use in post show follow-up.

How will you follow-up after the show with all those prospects who express an interest in your product or service if you don’t write the information they give you down somewhere?

Many exhibitors leave the gathering of lead information to chance. They either rely too heavily on their memory, record information on scraps of paper, a note book on their lap-top computers or worse on the back of a business card.

There are many problems with taking notes on the back of business cards. First, you will collect inconsistent data from prospect to prospect. What you record is information you hear in bits and pieces. Another problem is that with limited space your handwriting is often hard to read.

A further problem is culture. Many cultures take considerable pride in their business cards. Taking a properly presented, pristine business card and scratching notes on the back is as bad as writing on their forehead - it is a real insult.

One further and very practical challenge are the cards printed on both sides leaving no space for notes - now you are really stuck.

The solution is simple. What every exhibitor needs is a small pre-printed form which includes all the information you need to ask the prospect on the show floor. It should also have room to record anecdotal information, personal preferences and any specific promises you make.

A formal lead card ensures that you gather consistent information from lead to lead. The perfect size is approximately 4" X 7". This is so that it fits comfortably in a jacket or blazer pocket. It is also small enough so it doesn’t scare the prospect out of the booth with the impression that you are taking an order.

Your lead cards can be padded with about 15-20 sheets per pad. By having them padded you also have a piece of cardboard on the back to provide a solid surface for writing.

The trick to the lead card is to complete it while you are speaking to the prospect. At some point during the conversation you take out your lead card and record all the information you are gathering. If you feel uncomfortable about doing this, remember you are actually giving the prospect a strong non-verbal message that you are listening to them.

The problem with waiting until after the conversation is over to record the information is one of time. Once you have completed your interaction with one prospect there might be someone else waiting for your attention. This new prospect will not wait until you have finished your lead card from the previous prospect. So do it during the conversation.

If you still feel uncomfortable about this, the solution is to ask their permission. All you have to say is something like, “Do you mind if I take some notes?” With this request, most serious prospects will not object and your path is clear.

Lead generating is what most shows are all about. Lead cards are the way you accomplish this goal. As simple as it is, a lead card is your most important show document...
Visit www.siskindtraining.com to see a sample lead card.