After the tradeshow, you get back home, unpack the bags, get a good night’s sleep (hopefully), show up at the office and are faced with the next step: the follow up.
For some, it’s drudgery. For others, it’s bittersweet: the show was fun, now the work begins.
Depending on how well you executed at the tradeshow, the follow up will either be fairly simple and straightforward, or a hot mess.
Let’s try to avoid the hot mess, okay?
During the tradeshow, when you’re talking to visitors, identifying them as prospects or not, and collecting vital information, you’re really preparing for the follow up. Whether it’s something you’re doing yourself or handing off to a sales team, that information should be clean and precise. Which means that you’ve created a unique set of data for each prospect: name, company and contact info, and any particulars about the follow up. It might mean that all you’ve got is a date of a phone call, an in-person meeting or sending them an email with additional information. It might mean that they’ve committed to a purchase and you’re following up to seal the deal and deliver the goods.
Whatever your methods at the tradeshow, the follow up will be much easier, no matter who is doing it, as long as all the pertinent information is there. If it’s a potential customer, grade the lead: cool, warm, hot, so the sales team will know who to follow up with first.
It’s not rocket science, but so many companies fail on this step. Deals are left unsigned. Phone calls are not returned. Emails end up in the dormant file.
Figure out how to execute on the tradeshow follow up and you’ll be banking more business.