Following Up After the Show: A Crucial Part of the Sales Process

The tradeshow was a success. You’ve made connections, had great conversations and even exchanged contact information with a variety of potential leads. Now you’re back in the office with the goal of turning those prospects into clients. Following up with leads you’ve obtained after a tradeshow is a crucial part of the sales process that is often missed and even overlooked. The conversations you’ve had should not stop once the show is over, as following up is another important step in helping to secure new clients. Consider these tips for following up after a tradeshow:

Timing
Timing is everything. Once you return from a tradeshow, it is important to follow up with any leads you have obtained. The sooner you follow up with prospects, the better chance you and your company have of being fresh in their mind as well as any information you have provided regarding your company’s products or services. If you follow up a few days or even a week later, you run the risk of them forgetting about you and your message, further delaying your progress and the relationships you’ve worked so hard to create.

Use the Appropriate Form of Communication
Whether you follow up via phone, email or mail, make sure you understand the best way the prospect would like to be contacted. Nothing annoys people more than being contacted in a way that does not suit the manner in which they prefer to receive information. This can also result in a loss or deletion of information about your company and its products or services if not filtered through the appropriate channel.

Offer Something New
Everyone enjoys receiving new information, especially if it relates directly to them. When following up, make sure to offer something new, whether it is a new success story, additional product features, etc. This will help give you another topic to discuss with the prospect as well as further engage them in your conversation and your message. Also, make sure the information is of interest to them, this shows you’ve done your homework and are truly thinking about their individual needs.

The above tips will help you continue the conversation with potential tradeshow leads, in an effort to turn them from prospect to client. Conversation never stops, so why should you?

Erin Higgins
Manager, Client Services
ehiggins@cmasolutions.com