I just ran across a great tool for calculating the cost of acquiring new clients or customers at trade shows. It was shared in a newsletter from Vicki Sullivan, professional speaker and consultant to other speakers (her website is http://www.sullivanspeaker.com/). In her latest commentary, she pointed out that offering free tools is a great way to establish relationships with prospects and grow your business.
She offered an example of a cost-of-trade-show calculator published in “Meetings & Conventions” magazine. The calculator can easily be adapted as a template for any organization’s business development activities, i.e. the cost of getting your story in front of prospective clients and customers. The calculator is at http://tinyurl.com/msbdee