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January 31, 2003
Industry Helps
 Trade Show Tip: Did you take a calendar to your last show? Did it make your commitment to follow-up more serious? Did you do some good business? Good, good, good. This Issue’s TIP - What’s a Lead?
I’ve known folks who have gone to shows, brought back a bunch of business
cards, said they got tons of leads, and then - never got business. Why?
They assumed a business card was a Lead. It isn’t. It’s just an
introduction.
How do you determine what defines a Lead? It’s whatever you want it to be.
Smart marketeers know their clients, can profile their best clients and
know what kind of client they need in the future to grow their business.
There are different kinds of Leads -
1. Just Numbers. Want to grow a data base? Then just collect all the cards
without regard as to whether or not you’ll get business.
2. Being Polite. Collect cards from everyone who offers, speak with them
to determine their needs, and follow-up in a ranked order. Some people use
numbers or letters to determine the value of leads, such as 1= poor
prospect and 5= hot prospect, or A= hot deal and C= little chance.
3. Be Selective. Know before you go to the show, the profile of the type of
business you need and actively seek those people.
Before the show, decide which type of Leads you’re going to collect and how
you’re going to follow-up. During the show, listen carefully to prospects.
After the show - within 10 business days - do your follow-up.
Enjoy Your Next Show!
Julia O’Connor
julia@TradeShowTraining.comhttp://www.TradeShowTraining.comFreight Tip
.gif) If you are shipping to a residential address or to a storage unit, consider the following: v In addition to the freight charge, a residential charge will apply when the shipment is delivered to a residential address. The charge will still apply if the residence is used as a home/office.
v Typically, the charge is a minimum of $45 and increases based upon weight. Additionally, a call notification charge will apply and will add another $30 to the shipment cost. Carriers charge for the call notification because they do not want to attempt to deliver at a residence when no one is available to accept the product. If the shipment cannot be delivered or is refused, additional charges will apply i.e. redelivery, storage, etc. Generally, you should expect at least a $75 accessorial charge to apply when you ship to a residential address. v If you are shipping to a self storage unit, a limited access delivery charge will apply. The associated charges are much like those of residential delivery.
v If a liftgate is required for delivery, an additional charge will apply. Some companies have a flat liftgate service charge while others base the price on weight. Liftgate charges range from $50 to $350.
v If the driver unloads the truck, an inside delivery charge will apply. Again, the cost varies by carrier, but is generally based upon weight.
Keep in mind that most carriers are adopting the residential and limited access delivery charges.
For More information, contact Barbara Smith at: barbsmith@tds.net .  Lingo:“As mad as a hatter” Meaning: Completely mad. Origin: In the past, Hatters used mercury in the making of hats. This affected their nervous systems and, because of the tremors they experienced, they were labeled as mad. The Hatter in Lewis Carroll’s Alice’s Adventures in Wonderland is not actually described as mad in the story; although it can hardly be called sane. (Find more meanings and origins of sayings at: The Phrase Finder, www.phrases.shu.ac.uk .
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Industry Helps
This week, Industry Helps includes Shipping to a residential address or to a storage unit, and a Trade Show Tip --After the Show, by Julia O'Conner, author of "The Trade Show Reader - It takes More than a Display and a Handshake to sell at a Trade Show." Lingo, this issue, looks at the phrase, "mad as a hatter". Read On!
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- DO YOU HAVE NEWS TO SHARE WITH THE BARGAIN & VALUE BOOK INDUSTRY? FAX YOUR PRESS RELEASE OR INFORMATION TO 865-922-7492 OR E-MAIL valmay@tds.net.
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