Events are agent multipliers

Trade shows and industry events concentrate your target customers in one place for a limited time. When coordinated with your sales agent network, events become powerful catalysts for new relationships and deals.

The key is preparation. The value of an event is determined largely by what you do before and after it, not just what happens during it.

Pre event preparation

Agent coordination

If you have agents in the region where the event is being held, coordinate with them well in advance. They may have existing relationships with attendees and can arrange introductions, schedule meetings, and identify key prospects.

Share the attendee list (if available) with local agents. Ask them to identify prospects they know or would like to approach. This targeted approach is far more productive than wandering the show floor hoping for random encounters.

Appointment setting

Reach out to target prospects before the event and schedule meetings during the show. A calendar full of pre arranged meetings ensures your time at the event is productive rather than aimless.

Both your team and your agents should be setting appointments for the event. The more meetings you have scheduled, the more value you extract from your investment.

Material preparation

Ensure you have updated sales materials, business cards, and any physical collateral you need. If agents are attending on your behalf, provide them with branded materials so they represent your business professionally.

During the event

Divide and conquer

If you have multiple team members and agents at the event, divide the prospect list and the show floor between you. Cover more ground by having each person focused on specific targets rather than everyone visiting the same booths.

Capture information immediately

After every conversation, record key details: the person's name, company, role, what they are interested in, and the agreed next step. Do this immediately while the conversation is fresh. By the end of a busy trade show day, you will have had dozens of conversations and the details blur quickly.

Focus on conversations, not collateral

The goal at an event is to start relationships, not to hand out brochures. A five minute genuine conversation is worth more than 50 brochures dropped on a table. Prioritise quality interactions over quantity of contacts.

Post event follow up

Speed matters

Follow up with every meaningful contact within 48 hours of the event. Send a personalised email referencing your conversation and suggesting a next step. The prospect likely met dozens of people at the event. Fast follow up ensures they remember you.

Agent follow up

Assign event contacts to the appropriate agents based on territory and relationship. Provide agents with notes from the event conversation so they can pick up the relationship without the prospect having to repeat themselves.

If you manage agents through Zepys, you can assign leads through the platform and track follow up activity to ensure every event contact receives timely attention.

Measure ROI

Track the revenue generated from event contacts over the following six to twelve months. Compare this against the total cost of the event (booth, travel, accommodation, time, materials) to calculate your return on investment.

This data helps you decide which events are worth attending in the future and how to allocate your events budget.

Agents as event representatives

You do not need to attend every relevant event personally. Agents in different regions can represent your brand at local events, extending your presence without the travel and time costs.

Provide agents with training on your event strategy, key messages, and how to represent your brand. Ensure they have professional materials and a clear process for capturing and reporting contacts.

Regional agents attending local events is one of the most cost effective ways to build brand presence across a wide geographic area.