How to Follow Up with Your Trade Show Leads

Following Up with Trade Show Leads, Taking the Next Step

You had the most dynamic team at the trade show. Your booth was “the place” to be. You garnered more leads than any other competitor. Now what?

Many trade shows today either provide a list of contacts for pre and post-show correspondence or will provide a lead scanner, for a fee, for you to intake the names and contact information of those visiting your booth. Often, when a trade show is over, many people fall into the trap of not properly following up on their sales leads and nurturing those leads. The post-trade show follow up window of opportunity is finite. Leave it for a week or two and that momentum dissipates and your leads will have forgotten who you are. The truth of the matter is that the days following a trade show are the crucial time to reach out to your contacts before they forget about the connection made at the trade show.

You already know the value of the leads you now hold in your hands (wasn’t that the point of the event?). Trade show leads are some of the most responsive leads out there. It’s imperative you reach those people as soon as possible in order to turn those hot leads into sales. Here are some tips to effectively accomplish just that:

1. Prioritize your leads.

When talking with the attendees during the conference, have a system to organize the leads so that you know which ones are the highest priority to follow up with after the show. For example, you could bring a business card organizer that allows you to put the business cards into different sections so that you can do this on the fly during the event. Listen to what the leads’ pain points are and what their urgency is on a solution you can provide to them. After the show, sort through your highest priority leads first and follow up with them immediately. Then work your way through the rest of your leads. Creating a system of how to organize them during the show and your plan for follow up after will remove the stress or chaos during the event.

2. Schedule time to follow up.

Put all other activities on halt for the week following the show. That is how important, and profitable, those trade show leads are. You are participating in an event with a large, concentrated amount of buyers, you had better treat them as such, because someone else certainly will!

3. Contact hot leads within 1-2 days of the trade show.

Making contact with a trade show lead within this timeframe ensures a lead is still hot. The longer you wait to reach out, even with a follow up email, the less chance you have to stand out and connect with your potential customers.

4. Send a note within 3 days of the show.

It stands to reason you may not reach each and every lead from the trade show. Simple postcards made up with your company logo are fairly inexpensive. If you have a QR code, put it on the card for a special rate or gift. This will keep your name on their tongue, even if they aren’t ready to set an appointment yet. People appreciate personal touches that can be in the form of a letter and even a follow up email.
Making sure that your trade show follow up process is solid ensures all of the hard work you and your team put into your booth doesn’t go to waste. Trade show leads are about as hot as the infamous potato!

Trade shows, exhibitions and expos can be extremely beneficial to a business and should be considered in your marketing plans. If you’d like more information on how to have the best trade show booth, or tips on how to have a great show, all you have to do is contact us today!


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