Written By: Trevor Crotts
Attending a trade show like Global Pet Expo can be an excellent opportunity to showcase your brand and connect with potential customers. However, your work does not end when the show is over. The art of following up with the contacts you made is just as crucial to ensuring a successful outcome. Here are some tips to help you master the art of following up after a big trade show.
To quote my good friend and author of The Start-Up Starter Kit: How to Avoid Failing in the Crucial First Two Years, Bob Jones… “I’ve seen lots of companies come home from the show and do absolutely nothing by way of follow-up.”
It really is hard to imagine that companies would waste all that time and energy not to follow up. Some of you reading along right now know this to be true because this might be you or your company. If this is the case, don’t beat yourself up, and let’s fix it.
Organize your leads
The first step in following up after a trade show is to organize your leads. You should have a system in place that enables you to categorize your leads based on their level of interest and potential value to your business. This way, you can prioritize who to follow up with first. Hopefully, you took good notes, as Bob Jones mentions, “it starts with an orderly process of collecting leads and noting anything specific about each. Then you can follow up after the show and it’ll be way more personal and have much more impact.”
Follow up with a call or email
Now is the time to follow up. Your lead is cold after a couple of weeks so you need to get on this quick. There is no sense in going to a trade show and letting your leads grow cold.
Your approach should be tailored to the level of interest and engagement each lead showed during the show. For example, for those who expressed a lot of interest, a call may be more appropriate, while for others, an email might suffice. Your message should be clear, concise, and highlight the value of your products or services. Don’t be pushy, but you do want to press. It is amazing how friendly people can be in person and then ghost you a week later. One tip I would share to mitigate this is a follow-up tie down. Also known as a permission-based follow-up. While in the conversation, get permission to follow up with them so you have a commitment to the conversation. This one thing will dramatically improve your results. Set a time and follow up!
Nurture your leads
Following up after the trade show is just the beginning of the process. It is essential to nurture your leads continually. You can do this by providing them with useful information, sharing industry news, or even inviting them to future events. Keep the conversation going, and make sure to listen to their needs and concerns. Enter them into a CRM and track the communication.
Put together a newsletter or a monthly update. Just make sure you are not just adding them to a spam list. This can turn off some buyers who were trying to connect with you and not your newsletter. A good nurturing campaign can keep touching base every once in a while. This is especially important if they are a top-of-the-funnel customer who does not currently possess buying intent. Keep in touch and keep them top of mind when they need to buy.
Measure your success
Finally, it is essential to measure the success of your follow-up efforts. This will help you to determine what worked and what didn't, enabling you to refine your approach for future events. Key performance indicators to consider include the number of leads converted into customers, the return on investment (ROI), and the overall feedback you received from your leads. I suggest creating a weighted pipeline so you can know what opportunities you should be spending your time on.
In conclusion, attending a trade show can be a valuable opportunity to connect with potential customers and partners. However, it is what you do after the show that can make all the difference. By following these tips and mastering the art of following up, you can build strong relationships with your leads and drive growth for your business. Now go follow up!
If you are looking for an experienced partner who can help you navigate the complexities of product development, manufacturing or marketing, I would be ready to connect with you. Let's explore how we can work together to drive growth and create value in your industry. Learn more at www.americanpetworks.com
Read More from Bob Jones: Author, The Start-Up Starter Kit: How to Avoid Failing in the Crucial First Two Years
Written By: Trevor Crotts
When people ask me "What do you do?" I like to reply with "Whatever it takes". Whether it's developing new products, optimizing supply chains, or delivering innovative marketing campaigns, I am committed to doing whatever it takes to help my clients succeed.
If you are looking for an experienced partner who can help you navigate the complexities of product development, manufacturing or marketing, I would be ready to connect with you. Let's explore how we can work together to drive growth and create value in your industry.