Be warned: generating leads is somewhat more difficult than the textbooks make it out to be. Finding bona fide convention center prospects needs an investment of time and expertise that many businesses simply can't afford.
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Most companies that offer products and services convention centers struggle to meet their self-imposed lead quotas. As a result, solving the lead gen challenge is top of mine for many sales managers and business owners.
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Checklist for Choosing Lead List Providers
In our experience, there are a lot of variations among lead list vendors and Experian Business services stand out from the crowd. What sets them apart is that Experian has all of the qualities we look for in a good lead list provider, including the following:
- Large database. We think it's important for businesses that sell to convention centers to cull their leads from an expansive business database. Why? Because more contacts translates into better leads and more conversions.
- Updated contacts. Contact updating is the name of the game with lead lists. Long contact lists are worthless unless they are regularly updated for accuracy.
- Delivery speed. When your business needs a new supply of convention center leads, you can't afford to put your operation on hold until the vendor gets around to filling your order. Good list providers feature fast turnaround times measured in hours or less.
Where to Find Good Convention Center Leads
Convention Center leads come from many different sources. Local business directories, online searches and trade associations are good starting points. Over the past few years, many businesses have also used social media sites like Facebook to generate leads for their products. But regardless of the delivery platform, the key to lead development is networking. As your list of convention center contacts grows, your base of likely buyers increases.
Using Lead Lists to Convert Sales
When it comes to conversions, lead lists can be powerful sales tools. If your convention center lead lists are up-to-date, they can be leveraged for customized marketing pieces. Promotional material that has been customized with the name of the convention center has a higher conversion rate than generic marketing content.
After the initial mailing, convention center lists can provide the backbone for follow-up calls, e-mails and sales calls. The key is to use the accuracy of the lead list to your advantage and to maximize its potential throughout the sales cycle.
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