Trade show lead qualification methods are numerous, however, almost all companies have the same goal; to record attendee responses to a set of questions in the booth. These question and answer sets, commonly referred to as "surveys", are based on the business rules that best defines the opportunity status of a tradeshow lead for an organization. One popular method is called BANT, meaning Budget, Authority, Need and Timeframe. An example of a BANT survey might look like the following:
- Budget Process?
- Budget Approved
- Budget in Process
- Budget not Approved
- Role in Decision?
- Decision Maker
- Influencer
- Data Gatherer
- Is need identified?
- Problem Identified
- Solution Identified
- Timeframe to Purchase?
- Immediate
- 90 days
- 6 months
- 12 months plus
Enhancing this survey allows many organizations to better pinpoint which leads to respond to immediately and which ones can wait. Some additional or alternate data points may be garnered from the following:
- Action Requested?
- Rep Call Immediate
- Rep Call Immediate
- Send Literature
- Opportunity Size?
- Large
- Medium
- Small
- Customer Status
- Current
- Past
- Not Customer
Trade show advice from exhibiting veterans suggests asking the fewest questions possible to get the qualification data to satisfy your trade show software's requirements. Picking and choosing the right set of questions and answers for your company is a continuous process requiring the involvement of both sales and marketing.
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