Trade Show Follow up Techniques
Choose A Follow Up Method
The method you choose for trade show follow up might not seem that important at the time, but it can mean the difference between a prospect and a sale. Primarily, customers want to know that they are listened to and they can get what they want. Therefore, if the lead has specified a specific method of contact, be sure to use it. Also, be sure to include a personalized thank you. Whether it is an email, fax, or hand written note, or logo imprinted promotional items sent by mail, it shows your customer that you appreciate the time, money, and effort they put into stopping at your trade show booth.
Don’t Wait To Follow Leads
Trade show follow up needs to occur as soon as possible after a trade show to keep the products in the forefront of the customer’s mind. The best strategy is to start with the most promising prospects first and work through the list until all of the customers have been contacted. This might require a series of contacts, but the first exchange should not take place more than two weeks after the trade show. Remember that the longer you take to make contact with the customer, the more chance there is of another company picking them up.
Poor trade show follow up can make even the most successful trade show marketing plan fail. In fact, any contacts that fall by the wayside can translate into years of lost profit. By being prepared to handle the volumes of information, organizing the customers, and following leads quickly, you can greatly increase the company’s customer base.
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