If you don’t follow up; why go to the show?

Trade show participation is all well and good but trade show follow up is the reason you went in the first place. You went, you got excellent leads and now you’re back in the office with them along with all the other work that’s piled up on your desk since you went. What to do?

Here’s Steve Miller’s follow-up plan: Steve is one of the premier players in the trade show display realm and here’s his follow-up philosophy. Start with your preshow planning and make following up the easiest task you’ve ever attempted. During your preshow planning you determine right then and there you’re going to gather as much pertinent information about each visitor you speak with at the show and YOU are going to follow up with each one personally. This means you’ll man the booth, greet and speak with every visitor, gather all the wants, needs and desires of every person who enters your booth and when you get back to the office – YOU are going to spend the next two days fulfilling your commitment(s) to these leads AND calling and speaking directly with each one.

NOTE: Don’t turn this task over to your colleague or fellow office worker – YOU take on this task as enthusiastically as you did getting ready to go to the show and watch your results soar.

This means WITHIN 48 HOURS of your return from the trade show you will have fulfilled your commitment to do what you said you were going to do for that prospect (sending literature, doing research to answer a question, sending samples, you name it). FURTHERMORE, THE FOLLOW UP WILL NOT BE COMPLETE UNTIL YOU CALL and SPEAK DIRECTLY WITH EACH AND EVERY VISITOR from whom you gathered information.
Here’s why: first and foremost any email or snail mail you send this prospect will simply be given a perfunctory observance and ninety percent of the time be overlooked. Remember the prospect has as much work on his desk as you do on yours.

Second: It shows this prospect your visit was important enough to you to want to follow up and continue the conversation about his wants, needs and desires. Besides, if you made a favorable impression, he or she will remember you and your product(s) and/or service(s).

Third: You’ll gain instant credibility. If you said you would send information then you will have already done it. If you haven’t, explain why and send it immediately; both ways you’ve anchored in that prospect’s mind how professional and dependable you are.

And lastly, the phone call gives you a reason for even one more call – to see if they received your information and one more opportunity to develop a rapport as well as further develop a feel for his degree of interest in your product or service.

If you do this faithfully; you can always ask for a personal appointment. This is the ULTIMATE GOAL. FOLLOW UP AND TURN MORE LEADS INTO MORE SALES.