How to Follow Up on Trade Show Leads

One of the goals of participating in a trade show is to come away from the event with plenty of customer leads.  Following up on those trade show leads in a timely manner is extremely important, with the process actually beginning while the event is still in progress.

1. Determine the contact methods that are most acceptable to each lead.  Some will appreciate a telephone call a few days after the show closes while others will prefer an email or even formal letter as the next means of contact.  When collecting contact information, make a note of the preferred mode of contact, even if that note is just a few words quickly scribbled on the back of the lead’s business card.


2. Prioritize the leads.  Focus attention on the leads that are considered hot.  This means the leads that appeared highly interested and made it very clear they would be looking forward to a contact after the show.  Use the mail, a telephone call or an email to initiate the contact as soon as possible.


3. Keep that first contact brief.  Focus on thanking the lead for the chance to talk at the show, and ascertain when it would be possible to have a meeting and talk in more detail.  Proactively suggest a date, time and place for the meeting, as this will more often than not prompt the lead to either accept or to suggest an alternative date and time.  Before ending the follow-up, clarify exactly what the lead wants to learn more about in terms of the products you offer and how they could possibly benefit his or her business. 


4. Follow up with a thank you. Use this to reiterate and affirm any action items agreed upon during the previous contact, including promises to send information through the mail or electronically before the next meeting. There is no one perfect way to follow up on trade show leads.  The exact process will depend on using contact methods that are considered desirable by the lead and respectful of his or her time and wishes.  Be flexible, since what works fine for one potential client may be inappropriate for another