With ITEXPO just concluded, it can't hurt to have a refresher in trade show follow-up.
Contact the prospects you met within 5 days of the show. The longer you wait, the less likely you and your business will be remembered. Immediate contact also indicates that this prospect is important to you.
If you have a quantity of leads, rather than divvy them up into "A," "B" and "C" categories, it's better to group them by action plan: email, phone call, literature packs, nurturing tactics, etc. That way you're more likely to connect while the lead is still hot.
In phone calls, ask the prospect what he/she got out of the show. That will help you better obtain a way to connect and position what you're trying to sell or achieve.
Clearly not everyone will be able to place an order right after a show. Don't let a "no, thank you" or "no, not now" be the end of the dialogue. Steer these prospects toward your white papers, Webinars, podcasts, blogs, etc. Show them that you're on their side by providing information they can use.
Set up a schedule to contact these leads regularly. With the downturn in the economy, purchasing decisions are taking longer. But when there's a upswing or the beginning of a new fiscal year for your prospect, your timing and regular reminders of how you can help may clinch the sale for you.
by Lorna Lyle
