Most companies will go all out for a trade show and won’t be thinking about what happens after the show has ended. It is a surprising fact that most exhibitors neglect doing any follow-ups after the show is done. If leads are not followed up on or handled inadequately you are wasting a valuable tool in your marketing plan.
To make sure you follow up on all leads after the trade show you need to make plans before you even attend the trade show. You need to decide and implement the way contact information is collected at the trade show.
Your staff needs to be trained to look for the right target visitors. When your staff is interacting with potential customers they should be trained to make notes about each lead that can be used when they contact them after the show.
Organization is the key to having contact information for use later on. You can sort through the contact information at the end of each day of the show. This is the perfect time because the day will be fresh on your mind, instead of trying to remember someone weeks after the show. You can sort them by how good of a prospect you think they may be.
You need to have a follow up method in place before the show to ensure you get good quality leads. One important thing to do is to include a personalized thank you when you contact the person again. There are a variety of methods to use, including follow up faxes, emails and hand written notes. Follow ups should be done as soon as the show has ended. If you wait too long to contact a person they may have decided to look elsewhere for their needs.
It you neglect the follow-up process you will be missing out on sales and new customers. You won’t be using a trade show exhibit to its fullest potential.
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