Exhibitor Updates

Follow Up on Your Show Leads Before Your Competitor Does

Strengthen new relationships you formed at the show by following up with them ASAP.   

Use the tips, resources and timelines below to make sure that everyone you met at the show receives the information you promised them — today, while your company’s booth, staff and product are still fresh in their minds.   

What you should know:

• 80% of show leads are not followed up. Follow up on your leads and get ahead of your competition.
  
  
• 45% of all business leads become buyers in the future. Stay in front of these leads, and one day they might be your customers.
  
  
• By following up on your show leads ASAP, the return on your show investment will increase. 

Ruth Stevens, author of Tradeshow and Event Marketing, notes that successful companies:

1. Immediately acknowledge everyone they met at the show with an e-mail, fax or call thanking them for stopping at their booth and confirming when they will receive the information they requested.  
   
   
2. Send their most important prospects the materials requested within one week of the show.
   
   
3. Send their less important prospects the materials requested within three weeks of the show.
   
   
4. Track these leads throughout the sales process to accurately calculate the value of their show investment.
   

One of the key reasons you have exhibited at Diversified’s trade shows was to meet prospects. You met these prospects and promised them you would send them something. Keep your promise. Follow up on your leads while they are still hot and watch those leads turn into customers!

Here are additional ways to profit from your show leads:

"Eleven Ways to Turn More Leads into Sales" by Candy Adams

"Follow My Lead" by Travis Stanton
http://www.exhibitoronline.com/exhibitormagazine/article.asp?ID=1050

"Tradeshow ROI: Maximizing Your Lead Management Process" by Susan Friedmann  http://www.sideroad.com/Trade_Shows/trade-show-ROI.html

"How to Turn Tradeshow Leads into Sales through Pre-show Planning" by Henry Canaday
http://www.sellingpower.com/article/display.asp?aid=SP6198714

Was this article helpful to you?

We are always looking for ways to improve our program and your comments are important to us. If you would like to comment on this article, please send us your comments here.

^ Back to top