Here's how you can master the art of following up with leads and contacts after a trade show.

Trade shows are a goldmine for networking and gathering leads, but the real challenge begins once the event wraps up. You're now faced with the task of turning those leads into fruitful connections. To succeed, you need a solid follow-up strategy that nurtures these potential relationships without being too pushy or falling off their radar. Mastering the follow-up is an art form, and with the right approach, you can significantly increase your chances of converting leads into loyal customers or valuable contacts.

1 Organize Data

Immediately after a trade show, organize the contact information you've gathered. Categorize leads based on their interest level, potential for future business, and any personal notes that could help tailor your follow-up. This segmentation allows you to prioritize your outreach and ensures that you're sending relevant information to each lead. Remember, personalization is key in making your contacts feel valued and increases the likelihood of a positive response.

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Sagar Chauhan

Senior Business Head at BYJU'S
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Following up on the leads is a very crucial part of closing a sale . Most of the salesperson make mistakes in following up the prospects properly and losing up on a potential closure. In very simple words , followups should not sound desperate . Sometimes we push the prospect in a wrong way that it becomes not interested . Salesperson shall take a followup in such a manner that it sounds like a relation building call by asking the well being and related things , then comes to understanding the proper need and then explaining how your product or service can fulfil the need of prospect.

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Hany Darwish

Sr.Operation & Business D. Manager ,Al Moosa Group,Membership & Marketing Director , Dubai Business Group for Clinics & Day Surgery Centers under Dubai Chamber, Hospital Management Diploma , University of Nottingham
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Mastering follow-ups post-trade show involves prompt, personalized messages that provide value, using multiple channels while setting clear next steps, and maintaining persistence without being pushy.

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Barbara Gjurgjan Lempa

I help internationally expanding SMEs to enter the German market and grow 🇩🇪 Consultancy 🤝 Coaching 👥 Trade Shows 👔 B2B 🎯 #MarketEntryGermany 📶
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Organizing data starts even before. Each conversation needs to be noted down, including topics of interest, any personal topic discussed, next steps, and categorization. If this is done during the talk with a good system in place, follow-up after the show will be easy...

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2 Prompt Response

Timing is critical when following up with trade show leads. Aim to reach out within 48 hours while the event is still fresh in their minds. A prompt response shows that you value their interest and are eager to engage. Your initial follow-up should thank them for their time, recap any significant discussion points, and suggest a clear next step, such as scheduling a call or meeting to discuss potential opportunities further.

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Pedro Braga

Expert em eventos presenciais e virtuais! Reinvenção da indústria de eventos em experiência de transformação de pessoas
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I found out the opportunity window is something to take in consideration. The best time to talk to someone is when he wants to take the next step. Normally the best time is sooner you can. Even there are some people who takes time to make a decision, go first and then discover you need more time with this prospect.

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Kevin Williams

🌟 Imaginative Marketing Solutions🌟Customized Tradeshow Gifts🌟Tradeshow Giveaways🌟Promotional Gifts | Promo, Brand | Branding | Advertising | Employee Gifts | Gift Ideas | Logo Items
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As a promotional branding expert, I can't stress enough the importance of timely follow-up after trade shows. Those initial 48 hours are golden for capitalizing on the interest generated by your branded gifts and custom apparel. Remember, the quicker you respond, the more likely you are to convert leads into valuable customers. Use this opportunity to reinforce your brand message and leave a lasting impression that sets you apart from the competition.

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3 Personal Touch

Personalization goes a long way in making your follow-up memorable. Use the notes you've taken during the trade show to reference specific conversations or interests. This demonstrates that you were genuinely engaged during your interaction and helps build a rapport. Offering something of value, such as a piece of relevant content or an answer to a question they had, can also make your follow-up stand out.

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Pedro Braga

Expert em eventos presenciais e virtuais! Reinvenção da indústria de eventos em experiência de transformação de pessoas
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If you can study your lead before and open the conversation showing you have interest in helping him and showing appreciation in what he did it will improve your chances not to be a salesperson and in perception goes higher and higher in their mind.

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4 Consistent Follow-Up

Consistency is crucial for maintaining momentum with trade show leads. Have a follow-up schedule in place, but be mindful not to overwhelm your contacts with too many messages. Space out your communications to keep the conversation going and stay on their radar. Each follow-up should have a purpose, whether it's providing additional information, checking in on a decision, or offering further assistance.

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Pedro Braga

Expert em eventos presenciais e virtuais! Reinvenção da indústria de eventos em experiência de transformação de pessoas
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Sometimes people say it's need seven points of contact with a person before they buy. So Trade-show is first. After you can talk with them by phone. Then messages. Then facebook ads and google ads just for remarketing.

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5 Leverage Technology

Utilize Customer Relationship Management (CRM) systems or other lead tracking tools to automate and keep track of your follow-up activities. These technologies can help you schedule emails, set reminders for follow-up calls, and document each interaction with a lead. By leveraging technology, you ensure no lead falls through the cracks and you maintain a structured approach to your post-trade show outreach.

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Pedro Braga

Expert em eventos presenciais e virtuais! Reinvenção da indústria de eventos em experiência de transformação de pessoas
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The more automated your followup goes, better your results. Phone call goes deeper and deeper in conversion. But maybe you can't just do that because takes time. So take advantage of automated points of contact to leverage your results. Email is still good Automated messages Also funnel

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6 Evaluate Results

Finally, it's important to evaluate the effectiveness of your follow-up efforts. Analyze which strategies led to successful conversions and which did not. This reflection allows you to refine your approach for future trade shows, ensuring that you're always improving your follow-up techniques. Remember, the goal is not only to make an immediate sale but also to establish long-term relationships that can benefit your business down the line.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Here's how you can master the art of following up with leads and contacts after a trade show.

1

2

3

4

5

6

7

1 Organize Data

2 Prompt Response

3 Personal Touch

4 Consistent Follow-Up

5 Leverage Technology

6 Evaluate Results

7 Here’s what else to consider

Trade Shows

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Here's how you can master the art of following up with leads and contacts after a trade show.

1

2

3

4

5

6

7

1 Organize Data

2 Prompt Response

3 Personal Touch

4 Consistent Follow-Up

5 Leverage Technology

6 Evaluate Results

7 Here’s what else to consider

Trade Shows

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