A survey done by the American CEIR (Center for Exhibition Industry Research) says that: 42% never receive the material they are promised at the trade fair, and 28% only get it after they have bought the product from… well take a guess… the competitor.
Following up after a trade show is a cause of concern for many. We start too late, and it takes a long time. And it can feel a little overbearing. The good dialogue and atmosphere we had at the fair is difficult to follow up on ...
I was thrilled ...
... the last time I was at a trade fair myself. At the Euro Shop (the exhibition industry's own fair) I was presented with some cool exhibition products and gadgets. They would fit perfectly into our range, and I was well on my way into a decision-making process.
One product was cool. Pretty cool actually! The salesman promised me prices and material so I could quickly decide and place an order with him when I got home and had discussed it with my colleagues.
But then nothing more happened ...
... as in nothing at all. I did not hear a peep from the man. Never received the material he had promised me. Not a call, not a brochure, no prices - not the slightest material came from him.
To make a long story short, I went to my friend Google, found the company and a salesperson, and got my hands on the material I needed to move on - despite some skepticism and great disappointment.
Make it easy to keep your promises ...
With explicit goals and a well-defined target group, motivated staff, and systematic (and digital) collection of leads, the follow-up will be piece of cake. The only thing it requires is that you have complete control over these 5 areas:
1) Hot leads
Which leads do you need to take home to achieve your goals - what characterizes a good, hot lead for you?
2) Ask the right thing
What information do you need to collect about your guests/leads, in order to be able to follow up purposefully - what do you need to remember to get answers to and permission for?
3) Packed and ready
What will you follow up with and how will you send out the material? Have brochures, prices, pdfs, etc. ready before you leave.
4) Collect (digital) business cards
How do you collect leads to streamlining the following-up process - do you have the right (digital) tools available?
5) From lead to a sale
Who does what, when? How do you easily and quickly get your leads into your CRM so that they are part of the existing sales process?
Easy and targeted follow-up starts before the fair. Mindset, ownership, internship, and time in the calendar must be aligned and fine-tuned so that your promises do not become unmanageable to keep when you return from the fair.
And just to return to my friend from the Euro Shop - my path to becoming a customer with him, could have been much smoother if he had been completely focused on the above 5 areas – and had he kept what he promised ...
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