For the National Restaurant Association, this average is four calls per close, but the number will vary from show to show. In some cases, a predetermined budget will dictate the list size instead of the reverse. That's where list quality again enters the picture. The list The above example illustrates why prioritizing the list is so important. The idea is to spot, and then call, the 7,000 most motivated buyers on the list.
Agencies recommend updating the list as a first step.
Once list quality is assured, groups of prospects can be broken out and ranked according to their likelihood of interest. The next group will be people who attended the show in the past, but not last year. When all prospects are ranked, show managers begin calling the high priority groups, and continue until the budget is gone or success warrants another allocation. Cost is often a determining factor in this decision. The NRA's telemarketing program is just such an example.