Sales teams are still wrangling with manual collection methods such as spreadsheets, business cards, and order forms when attending events, rather than embracing latest cloud-based trade show tools, according to GetApp research.
Almost two thirds of small business owners and managers surveyed said their sales teams use spreadsheets and business cards to do business at trade shows, and almost a fifth said they are relying on manual order form filling at events.
Despite the advantages afforded by mobile CRMs at trade shows, only a fifth of sales teams are using these at events. The use of desktop-based CRMs (13.1%) and eCommerce apps with real-time inventory updates (9.7%) were the least used of all the options, suggesting that small businesses aren’t choosing the right software for selling at trade shows.
Key research findings:
- Almost two-thirds (63%) of small business sales teams use spreadsheets and business cards to do business at trade shows.
- Only one fifth (19.6%) of sales teams utilize a mobile CRM when attending trade shows.
- The least popular of the trade show tools listed were eCommerce apps with real-time inventory updating (only 9.7% of businesses polled use this software).
Details of the research:
Answers to the question: “Which of these processes/tools do you or your sales team use when you attend a trade show?”
#1. Business cards and spreadsheets – 63%
#2. Mobile CRM – 19.6%
#3. Manual order form filling – 19.2%
#4. Desktop-based CRM – 13.1%
#5. eCommerce app with real time inventory updates – 9.7%
#6. Other/do not attend trade shows – 19%
Demographics: Over 500 US-based respondents from a panel of SMBs (small and medium-sized businesses), excluding those that maintain their own IT support team. Respondents are aged between 25 and 54 and have an average inferred annual income of $24k – $150k. This research was devised in collaboration with TradeGecko.
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