THE ROLE OF SALES AT A TRADESHOW BOOTH
PART 3: THE POST-SHOW
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Here is the final part of my 3-part miniseries, “The Role of Sales at a Tradeshow Booth”.
PART 3: THE POST-SHOW – FOLLOW THROUGH.
Notice, I did not say follow-up. You’ve already put so much energy and effort into the show so now it’s time to follow through on all your promises and connections. The leads collected at the show are gold – not only are they qualified because you or a colleague had spoken to them, but they are also giving you an open invitation to connect with them.
Below are 5 tips to guide you as you follow through with your new leads.
1. CALL THEM
DON’T hide behind an email or a mass/generic mailer from your marketing department. You’re exhausted from the show, and so are they, but that should not stop you from simply leaving a message to say, “Hey, after we’ve both caught up from the show, let’s connect!” Make sure your name is the most repeated name they hear so it will not be forgotten.
Here is where you follow-up with what they specifically requested. Mail them the product sample, email them a video link or set up that demo. This is your soft entrance because they gave you permission to reach out to them…so make sure to take advantage of it!
3. MAKE IT PERSONAL
Make sure they feel this is coming from YOU – the one they spoke to on the show floor. Reference those special notes taken on the show floor and keep the relationship going. Mass emails will get deleted.
4. DON’T GIVE UP
Sales cycles will vary so it may take up to a year for a lead to actually convert. The trick here is consistent touch points until you can follow through with either selling your product or service, or for you to take the polite no and move on. Either way, don’t give up until you have one or the other.
5. TELL MARKETING
Close to 70% of trade show leads are abandoned according to marketers. Often this is because the lead gets lost in the sales cycle and there is lack of communication back to marketing. Marketing needs to justify going to trade shows. The more times the sales team communicates their specific results, the better chance you have for the company to keep investing in tradeshows.
Trade shows can be a lucrative and positive way to grow sales. Like anything else in sales, it takes strategy, practice and diligence to be successful. By working together, marketing and sales can ensure a healthy return on their time and money.
In case you missed it….
Part 1. THE ROLE OF SALES AT A TRADESHOW BOOTH: THE PRE-SHOW, click here to read it now!
Part 2. THE ROLE OF SALES AT A TRADESHOW BOOTH: THE SHOW, click here to read it now!