Guide to Post-Trade Show Followup

Prepare for the future

If all goes well, you're going to be extremely busy once the trade show ends, so you should write the bulk of a follow-up letter, email, or newsletter prior to the trade show. Once you return from the show, you can personalize the message and send it out.

I recommend: If you have trouble writing a follow-up letter, consider using a business letter template for the skeleton, then add your company's specific information.

Take notes during the show

Follow-up begins before the trade show even ends. Note details for each customer you meet, so that you can respond to his or her specific needs, contact the right person at that company, and meet deadlines the customer might have mentioned.

I recommend: Categorize leads as "hot," "warm," "long-term," or whatever other categories work for you. Ideally you've eliminated those customers who are "just looking" with questions about their needs. Take notes on the back of the prospect's business card or use a lead sheet (see page 18 of the manual) to record important information.

Contact customers quickly

Ideally you'll follow up with trade show leads within two business days. Five business days should be the absolute max, so if you're following up by mail, you can't wait a week then mail the postcards and letters.

I recommend: If employees have the energy and an e-mail address, they should write the prospect at the end of the day they met, promising to send material as soon as the trade show ends. Even better, they'll fax material from the show itself or send information to your home office so the customer has something waiting for them. Marketing advisor Jeffrey Gitomer suggests opening any follow-up letter or phone call with a message that ties into the customer's concerns at the trade show.

Hire someone else

Depending on the size of your sales team and the number of leads you have to follow, you might want to hire an outside firm to winnow the leads and organize them in terms of importance and urgency.

I recommend: Bartizan Connects, MyExpoLeads, ITN International and Netkey sell software or rent kiosks to manage leads on the trade show floor. Companies such as Convention Data Services sell software that helps you manage leads and track results. Lead Generation Solutions will follow-up the initial leads for you to prioritize them.