We once had a storage client send us their display straight from a show they just finished to go back into storage without needing an exhibit check. Six months later, they asked us to pull their exhibit, set it up for refurbishment work and new graphics to be printed for their next show. As we began to unpack and set up their custom display, we found a fishbowl full of leads from their last show! 80% of companies do not follow up with leads acquired at a trade show.
Follow these steps to ensure a successful post show follow up:
1. Assign one person to be in charge of leads. This way there is no way to loose or place blame on leads that are not followed up on.
2. Organize and sort your leads. Sort first by hot, warm or cold lead then by product or service needs.
3. Make sure all the leads are entered into your contact management system timely. If you don’t have a contact management system, enter them in a spreadsheet so you can track progress and activity.
4. Select appropriate actions for following up with leads- did you promise to send additional information, to call them, send an email. DO IT!
Pre planning and having information such as flyers, emails, postcards, newsletters, or white papers will make beginning your post show follow up much smoother. Instead of running around trying to get information together for leads, your sales team will have the information right at their finger tips. Offering a piece of information to a prospect will help to build the relationship.
Other helpful tips for post show follow up:
• Don’t neglect your day to day business while at show. When you return, you want to be caught up and not overwhelmed with what you missed while at the show.
• Follow up with hot leads before the show is even over or better yet set follow up meetings while on the show floor.
• Always deliver what you promise when you promise it. If you over commit and under deliver you are damaging your company and may loose potential business, not to mention a negative image and reputation.
• Never assume an existing customer will contact you if they have a need.
• Track your leads- where you met them, when they convert and what the conversion amount was. This is valuable information for your marketing plan.
• Follow up more than once. Don’t get discouraged when a prospect doesn’t immediately return your call or buy something and use different avenues to connect with your prospect-social media, email, direct mail, telephone call.
Ideas for staying in touch all year:
• Thank you cards
• Birthday cards
• Holiday cards- be careful not to offend
• Special offers for preferred clients
• Client appreciation days
Extra Tip:
Tie in your follow up with your trade show booth display or am experience the prospect had while visiting in your booth space. This way they can instantly identify who you are and you will make a lasting impression!
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