Posted on: Wednesday, June 13, 2007
Don't waste those trade show leads
By Rhonda Abrams
It's tempting, after the preparation to get ready for a trade show and the hours on the trade show floor, to come back to the office and just collapse. But the real value of being at a trade show — why it's worth your money — comes when you follow up on the leads and contacts you make.
According to trade show industry resources, up to 80 percent of trade show leads aren't followed up. That's a waste.
Fortunately, my business is very well organized when it comes to trade shows. After all, we wrote a book on the topic! As a result, we've developed a follow-up system for making sure we get the most out of our trade show dollars:
Organize leads while still at the trade show. Most people return from a trade show with a stack of business cards. At best, they've written something on the reverse side of the card to remind them why a contact is important. At worst, business cards are stuck in different pockets or purses, often getting lost, and you have no idea who Chris Woods from ABC Industry is or why you have his or her card.
Start tracking contacts and leads as you get them. For every trade show, we bring a separate bound notebook stapler, and pens. We staple cards into the book as we meet contacts, making notes about who they are and why we should follow up. We NEVER let that notebook out of our sight; it's like gold. You can also create "lead cards" or keep a computer in your booth.
Start the follow-up process as soon as you get back to the office. Yes, you have a stack of phone calls to return, e-mail to answer, and you're exhausted. But don't lose the momentum you've created. Many attendees come back from trade shows re-energized about their own businesses, so it can be a good time to move fast. If you wait more than 48 hours to start following up on trade show leads, there's a good chance you'll never do it.
Have a follow-up "summit" in your office to review leads. Bring all those who will have follow-up responsibility together to discuss the leads, make follow-up assignments and set deadlines. Turn those business cards into an action plan.
Make the first follow-up. The easiest way is to send each lead an e-mail. Thank them for visiting your booth, remind them who you are and what your company does, and tell them they'll be hearing from you again soon. Personalize your message and don't be too vague in your subject line, so they don't think your message is spam.
Do what you've promised — immediately. If you've had good interactions with strong leads and promised to do something for them when you get back in the office (for instance, send a catalog or sample, or get them some prices or a proposal), do that right away. These are very strong leads and you must move fast.
Add all your new leads and contacts to your company's mailing list and contact management system. The people who aren't in the market for your product or service immediately are still involved in your industry, so they're most likely to know others who may be interested in your products or services.
Follow up again. Of course, many of your contacts will also have been away from their office and will need some time to catch up, so you'll probably have to follow up more than once. Don't be discouraged.
Rhonda Abrams is the president of The Planning Shop, publisher of books for entrepreneurs. Its latest is "Finding an Angel Investor In A Day." Register for her free business tips at www.PlanningShop.com. She writes this column for Gannett News Service.
