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Lead Generation
September 1, 2022
The bulk of the work we do at Grow Global involves Lead Generation so we wanted to take a moment and present our perspective on this topic and where it falls in any company structure and list of priorities.
Innovation, Lead Generation, Consumer Satisfaction and Company Culture are the main four areas that always need to be vivid in order for a company to thrive. As a business, you can never loose focus on any of these aspects since it will impact your next quarter results. These major pieces co-exist with each other and are highly dependable on each other; when one of these areas thrives it generates momentum for the others to grow.
Let’s take a moment to review each of them:
- INNOVATION – Your product or service came about through an idea or a need that generated enthusiasm at different levels. This propelled the idea to the concrete, marketable solution that exists today. However, without continuing to innovate your current product or service will, in time, no longer respond to the market needs.
- LEAD GENERATION – I always hear from companies saying "We don’t need more leads or customers. We are happy with the customers we have and we will continue to serve them." This sounds pretty much like the widely used concept of ‘quiet quitting’ that’s circling around at the moment. The same as employees decide to only do the bare minimum to keep their job, companies decide to stay in the comfortable position they reached and continue to float in the fake feeling of security they created for themselves. Staying in the current state and counting on your customers to continue to be your customers is not a strategy because everything is replaceable, a cheaper product, a better service, a new or more innovative company will come about and you will not only lose your customer but you will also look at an empty pipeline. Lead generation takes time and effort and it feeds of your innovation, company culture and consumer satisfaction. Lead Generation not only includes your prospects but it also includes the potential customers that said ‘no’ at one point. They must not be forgotten as we can always go back to the 'no leads' when something new and exciting happens in the company. Keep your pipeline updated with changes and wins in the other areas of the organization!
- COMPANY CULTURE – Company culture is the area that attracts the right employees, customers and partners; it is also the area that helps maintain the employees satisfied, engaged and productive. Company culture and products dictate who should be in the lead generation pipeline. Company Culture is a bit different than the other aspects discussed here because it's not necessary something tangible; it is more about the image we create, the culture we cultivate, the feeling we leave behind after an interaction or the perception the consumers get when seeing or using the product/service.
- CONSUMER SATISFACTION – is what keeps selling the products and services and contributes to widening the lead generation funnel.
Wins in these four areas create momentum for each other and opportunities for growth. When we lose focus on one of these aspects we can quickly miss opportunities and see a decline in employee and consumer satisfaction. Even when you reach a position or status you are comfortable with you need to continue to invest in innovation, cultivate company culture, improve consumer satisfaction and continue to generate leads to stay on a growth path.
If you are looking to access the US market, here are the major US Trade shows for food/beverage and different CPG categories: Food and Beverage: Winter Fancy Food Show (Las Vegas) - January Natural Products Expo West (Anaheim) - March Seafood Expo North America (Boston) - March Summer Fancy Food Show (New York) - June International Dairy, Deli and Bakery Show (Houston) - June Natural Products Expo East (Philadelphia) - September Plant Based World (New York) - September America's Food and Beverage (Miami) - September Sweets and Snacks (Indianapolis) - May Global Produce and Floral Show ( Anaheim) - October PLMA (Chicago) - November National Restaurant Association Show - Chicago Pet Products: Global Pet Expo (Orlando) - March Super Zoo (Las Vegas) - August Beauty and Wellness: Cosmoprof North America - January and July Housewares: The Inspired Home Show (Chicago) - March Electronics: CES (Las Vegas) - January
Let's go behind the booth design and location here and let's look at how can small and medium companies maximize trade show attendance: 1. Choose the right trade show This seems like a given but a lot of times we see companies attending the wrong show and ultimately wasting their time and money. You know your market, do some research and spend your money where your clients are. 2. Promote your attendance Announce your participation starting one month out and invite buyers to stop by your booth. Book appointments!!! Reach out to the buyers you have been having conversations with and let them know you will be attending a trade show in their area and invite them to stop by. Reach out to new buyers, promote your company and product. 3. Be approachable Don't sit at the table and scroll on your phone. Be approachable and engage with the people that stop by. 4. Listen and take notes! When people stop by chances are something caught their attention. Listen to what it is and start a conversation with them. Take few notes so you remember what was discussed and can follow-up appropriately. If conversation was productive ask about follow-up steps so you know what is expected. 5. Don't push literature and samples Buyers walk around a lot at these trade shows and they might not be interested to carry all your catalogues. Have something light that you can staple with your card so they remember the products and follow up with an e-catalogue after the event. 6. Follow up! Follow up! Follow up! Follow up is most important and it should be done properly and timely. Few days after the event send a personalized thank you note to those who stopped by and invite them to schedule a virtual meeting to discuss opportunities. Note the points that were discussed at the show and send an e-catalogue. - Do not send an email and cc everyone you met with - Trade show attendance is not a newsletter sign-up. Do not assume everyone you met with wants to receive your weekly newsletter. - Do not invade people with emails after the event. Send one personalized follow up and wait for feedback. Follow up in 2 weeks with a reminder or short call.
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