Here's a simple lead classification system that works for many companies around the world:
"A" Lead: Large money value, short purchasing time period
"B" Lead: Small money value, short purchasing time period - or -
Large money value, long purchasing time period
"C" Lead: Small money value, long purchasing time period
"D" Lead: Send literature and/or add name to e-mailing list.
Another reason for this classification process is simply this: when the exhibition is over and everyone is exhausted, the only sales leads that need immediate attention are the "A" and "B" leads. The others can be followed up in the weeks ahead, when the team is more rested.
Many companies use Internet-based lead handling systems to ensure that leads are properly recorded, classified, and followed up. These systems are often used to automatically prepare the prospect's letter, with pricing information, and set the stage for subsequent face-to-face meetings with company representatives.
Finally, and most important, keep track of all your exhibition leads so you can measure your ultimate sales success and overall results. This will also help you justify future exhibition investments, as well as compare results between different shows. It's a proven fact: Companies that measure their results are far more successful at exhibition selling.