At past shows, all anyone needed to collect leads was a pocket and a rubber band. A stack of business cards translated into a successful show. All that has changed. Staffers record key information about each lead, including listing any current projects they are working on and any product literature they might need. Then Burk works to separate his company from the rest.
Urgent leads get top priority, but all leads are treated with respect.
After each day at the show, staffers sit down and write a thank-you note to their list of prospects. Then they fax requests for literature back to the main office, and the main office sends the necessary information out immediately. We try to differentiate ourselves by being more responsive, and people appreciate it, says Burk. People remember us for them and that s why we do it. By 1994, King s trade show success had grown considerably.