FOLLOWING UP - The Ultimate Trade Show Success Series
- Chad Chesmark
- Apr 22, 2024
- 2 min read
CONTACT YOUR LEADS IF YOU WANT TO SUCCEED
So, the trade show has been a success. You had a ton of attendee traffic, you educated them about your products and services, and you collected their information. What now?
Now, you must follow up. Without this step, the show, the time, and the expense has all been a waste. Being able to follow up is where all of the power lies in trade show success.
Your follow-up plan should already have been decided upon, created, and put in place before the show. After the show is not the time to create this plan. Time is your enemy, and you need to start this procedure right away while you’re still fresh in the potential clients mind.
Following Up is Critical For Success!
Ways of Following Up
There are many ways to follow up with your collection of leads from the trade show. They include, but are not limited to, phone calls, social media, email, direct mail, newsletters and personal visits.
The phone is still a powerful, and now underused, method of communication. It’s much more personal than emails and will allow your sales team to begin creating a relationship with the potential client. We already talked about using social media after the event, but I’ll stress it again here. Be sure to connect with your leads on LinkedIn, on their Facebook business pages, on Twitter, etc. This will help keep you informed about what’s going on in their company and show you their challenges that you might have a solution for.
Import your list into your CRM (customer relationship management) software. Use your CRM to put them into an autoresponder email campaign. You can also create a landing page, created specifically for them, reiterating the experience they had with your company at the show. And, if you happen to be in the area, invite them to lunch, or stop by their office to say hello. There should be no hard sales here. Just continue to build a business relationship with them. After all, we all know that folks tend to do business with people they know, like, and trust.
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