Tradeshow post-show follow-up is one of the critical keys to your tradeshow marketing success. In recent conversations with exhibitors, there often seems to be some hedging around the concept of complete follow-up. In other words, there are some missing pieces and the leads that are generated at a tradeshow – at great expense – are not always followed up in a timely manner, if they’re followed up at all. So let’s look at some of the most common mistakes people make with post-show follow-up.
- Not grading or evaluating the leads. If a sales person that is tasked to follow-up on the leads can’t tell the difference between a HOT lead and a COOL lead, it makes the task of follow-up that much harder.
Not being specific about the details of the follow-up. Some prospects want a sample sent next week. Others just want a sales sheet PDF forwarded in a month. Others want an in-person meeting in two weeks. Whatever the follow-up is, it should be noted on the lead sheet so that the person doing the follow-up understands exactly what is needed.
- Not tracking the response from the follow-up. Whether you use Salesforce, and Excel spread sheet or a custom CRM, once the follow-up is initially made, notes on what happened during that follow-up should be entered in detail. Most follow-ups require more than one step. In fact, if it’s a bigger sale, the process may involve several steps and more than one or two people. Keeping detailed notes along the way will ensure a better chance at success. With NO formal system in place to track the follow-up process, your chances of success drop drastically!
- Not following up in a timely manner. This mistake usually comes from not asking the prospect the question: when would you like us to follow up? If both parties understand when the follow-up is expected – and it actually happens at the right time – chances of closing a sale increase. In the event that no timeframe was addressed, it’s safe to say that the sooner you follow up the better your chances of making a sale. Some experts say do an initial follow-up via email within 24 hours. Others say that making a phone call within 48 – 72 hours after the show shows the prospect that you have a genuine interest in them. I realize that some people are just impossible to reach in a week, or two, or three, or more. In that case (which has happened to me), keep trying.
- Giving up. Even if you can’t get in touch with someone right away, keep in mind that you have no idea why they’re unreachable or unresponsive. It could be they’re suddenly wearing three hats at work and simply don’t have the time – or a personal issue may be preventing them from even working. Who knows? Don’t assume they don’t want to talk to you until you actually hear that from their own lips. I’ve made sales to people that were hard to reach for months – but when I finally did reach them, we made something work.
One of the first things I heard when I entered the tradeshow industry in 2002 was that “80% of leads are never followed up on!” It astonished me then and it astonishes me now. It’s one of the most fixable mistakes that tradeshow marketers have. Do yourself and your company a favor and do your best to not be a part of that statistic. Make the effort and follow-up!