It is extremely important to obtain a return on your exhibition or tradeshow events. Your display stand, exhibition booth, staffing and advertising is a large investment, specially if you are doing a number of events for the year.
Therefore, it is essential to record and follow up your leads from the event.
A great idea is to grade your leads based on importance. This can be done after talking to each visitor to your display stand. Over 70% of exhibition enquiries are never followed up.
Send a follow up letter to a visitor within 48 hours of their visit to your display stand at the show.
Rate your prospects as follows;
A – hot prospect
B – good prospect
C – general information requested
D – specialist
Be very specific when taking notes on the visitor on your lead form, and include specifics on products and services that they are interested in, quantities, time frames and anything else that will ensure the follow up is specific to them. Visitors will appreciate accurate and professional letters and telephone calls after the exhibition or trade show.
The most successful results follow from calls made within five days of the show finishing.
Send a follow up letter to a visitor within 48 hours of their visit to your display stand at the show, and then follow up all leads in order of importance.
Make the follow up call as planned. Explain who you are, and remind your prospect where you met him; they are bound to remember the show, even if they don’t remember you.