Trade Show Displays | Follow-up Counts!
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There is perhaps no more important part of your trade shows presentation than the follow-up. There is little point in going through all the expense, hard work, and hassles that come with presenting if there is no follow through. Just as you Mom reminded you to always send a thank-you note, so you should reach out to all the leads and contacts, acquired during the show.
Waste no time in pursuing your leads, or your competitors will beat you to it! There are many ways to follow-up with your leads. Sending a thank-you note is always a classy way to go. Include a personalized message; don’t just dash off some generic greeting. And, always, always spell people’s names correctly! Nothing will turn off prospects attending Trade Shows faster than seeing their name mangled, it smacks of rank amateurism. E-mails work too, but in this age of instant communication, taking the time to actually write to someone is often more meaningful.
Send out a more elaborate follow-up package to your most promising leads from Trade Shows, consisting of a cover letter, promotional literature, a catalog, and a personalized thank-you note. You can calibrate each follow-up packet according to interest level, while tailoring it to the specific products or services each customer inquired about. It is important for your staffers to keep track of all this information while the chaos of the trade show is swirling about them.
Think about sending product samples out to prospective customers going to Trade Shows to pique their interest. After sending out your first wave of follow-up materials, call some of your most promising leads. Ask them if they would like to set up an appointment to discuss some of the products they expressed interest in at the show. Be vigilant in pursuing those leads! Remember, the moment the show ends, the hard work begins.
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