After You Take Your Trade Show Booths Home: Different Ways To Follow Up On Leads
Whether you use a trade show booth rental or your own trade show booths, the work doesn't end there. Following up with customers afterwards is just as important so take care to make sure you're doing it correctly.
Whether you've used a trade show booth rental service or have your own trade show booths to use, the work is just beginning after you've packed up everything and gone home. While many companies believe that the hard part is over once the expo is over, that's not the case at all. Even the best trade show booth is wasted if your company's salespeople don't follow up afterwards. Learn which follow-up methods are best -- and which to avoid.
No Follow-up Method
This is the easiest and most ineffective way of following up with customers. Instead of making an effort to stay in contact with customers after taking your displays back to the office, you can just sit back and wait for customers to contact you. However, this almost never works. If your business isn't kept fresh in a client's mind, they're likely to forget that you even exist.
Calling After Meeting At Your Trade Show Booth
Calling on the phone is an easy way to talk to someone, provided you can get through the company's gatekeeper. If the company's employees have a direct line, you just need to worry about your call being sent directly to voicemail. However, if they employ a live receptionist, you might need to be a little more forthcoming. Let the receptionist know that you talked to the employee at your business's trade show booths and that you have information they requested. This will help make sure that your call gets through to the right person, right away. Be persistent, yet polite and if your calls ever progress to an in-person visit, make sure to bring a small token to the company's receptionist as a thank you.
Using A Fax Machine
If you're consistently using a fax machine to follow up after meeting a potential client at your trade show booths, you might as well not even bother. Some companies can get hundreds of junk faxes a day because faxes are cheap to send and don't require a lot of effort with today's automatic faxing programs. Many businesses report that these faxes go directly into the garbage and never actually make it to the person they're addressed to.
Staying In Contact Via Email
Emails are ideal ways to follow up with a client after you've met them at your display. It's quick and clients can read it on their own time. However, there are problems with relying solely on email to bring your business to the forefront of a client's mind. Many businesspeople can receive hundreds of emails a day, which means that your message could quickly become buried and forgotten.
Cold Calls Can Leave You In The Cold
Cold calls and surprise visits used to be the way to go in sales, but they're generally unacceptable now. Most companies don't like it when salespeople stop-by unannounced, even if you met previously at your trade show booth. Instead, leave the in-person visit for after you've emailed or spoken on the phone, and only after you've set an appointment.
Whether you've packed up your own display or used a trade show booth rental service, following up is vital. Use a combination of approaches, but take care not to contact your potential client too often. The last thing you want to do is become a nuisance. Instead, take your cues from your client. If they seem bothered every time you contact them, consider moving on to the next contact on your list.
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ABOUT THE AUTHOR
Companies looking for a unique Chicago trade show booth have a resource in Skyline Tradetec. Skyline Tradetec offers a number of professional services, including trade show booth rental in Chicago. To see a gallery of innovative trade show booths in Chicago, visit their website.