When a trade show kicks off, everyone has the greatest intentions when it comes to lead capture. Exhibitors may put together displays that sell their brands effortlessly and create a lot of excitement among attendees. The resultant interactions contribute to a high number of potential leads, and are also a way for firms to get essential contact information. However, the road to hell is paved with good intentions, as the saying goes.
It seems that no matter how well an event goes, businesses always drop the ball when it comes to lead retrieval. Failing to follow up can be one of the worst things that sales staff can do, because a single phone call can mean the difference between losing a sale to a competitor and gaining a long-term, multi-million dollar client.
Attending trade shows costs too much time and money to ignore potential customers. Fortunately, there are simple strategies that can ensure staff members are able to follow up with new leads.
Keep momentum going
Exhibitors and trade show managers put a lot of their time into making sure that each event goes well, and once the big day is in the rearview mirror, they breathe a collective sigh of relief and move on to the next task. However, a blog article for Trade Show News Network stated that it is essential to keep momentum going well after a trade show wraps up. Social media has made this part of the job much easier, as engaging attendees within an online discussion allows firms to maintain communication before, during and after an industry event.
Keep it simple
Even with the use of social media, businesses should work hard to keep follow-ups simple. The source noted that sending a thank-you email with a link to the company's website is a good way to make the follow-up process clean and straightforward for both parties. Once the customer is ready to move forward, he or she can use the link to reach out to the firm and gather more information.