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Issue #24 ~ September 22, 2009 Printer friendly PDF file
Follow Up Like a Champion
Success AFTER the Show
Welcome back to part three of our business expo success series. Two weeks ago we talked about preparation and last week we looked at things to do while you are at the show working your booth. If you missed those tips, you can catch them in the Archived Newsletter section at Issues #22 and #23.
This week we are looking at how to best follow up with the people you meet that came through your booth. This is probably the most important part of the whole show. You could have prepared like a champion prior to the show and performed like a champion during the show, but if you drop the ball and do no follow-up after the show, you won’t finish like a champion! (Aka: close the deal!)
Now keep in mind, these tips do not necessarily pertain only to follow-up for business expos and trade shows. You can use these tips for follow-up on ANY prospect you meet, whether they were at a show or at the grocery store. The key is doing the follow-up!!
AFTER THE SHOW
1. Send requested literature immediately
· Send requested material within 24 hours. Better yet, prepare these materials immediately after the show each
day and drop them in the mail the next morning.
· A quick response is your second opportunity to make a favorable impression
· Even if you don’t have any information to send, a hand written note is a great idea!
2. Include a teaser on the envelope or in the email subject line
· On the outside of the envelope or in the e-mail’s subject line, specifically mention the materials and information
that is inside
· Doing this will ensure that your prospect doesn’t think that it is junk mail
3. Help your prospects take the next step
· Be sure you make responding easy for your prospects
· Include your website address, e-mail address and/or phone number throughout your information package and on
all of your business documents
· Tell them you will call them next week (or next Thursday, on the 12th, etc) to follow-up with any questions they
may have and see if they are ready to get the ball rolling.
· CALL THEM WHEN YOU SAID YOU WILL! This shows your prospect that you do what you say you will do and
earn their trust.
4. Keep track of your prospects
· Keep a separate, specific list of the prospects you get through the home show
· Throughout the year, as you sell a product or service to one of those prospects, track that on your list
· At the end of the year, review the list and see how much business you did as a direct result of the people you
met at the show
5. Analyze the "lessons learned"
· After the show, evaluate what went well and what didn't
· After working with your prospects, ask them for feedback with what they liked or didn’t necessarily like about your
booth, displays, etc.
At this point you have to be pretty pumped up! You’ve done a bang up job both before and during the show that brought many prospects into your sales funnel. Now the fun really begins! Continue the relationship building you started in your booth. Earn your prospect’s trust and confidence and then earn your prospect’s business. You can’t do that by being a ghost. You do it by following up like a champion! Now, go get ‘em!
Success AFTER the Show
Welcome back to part three of our business expo success series. Two weeks ago we talked about preparation and last week we looked at things to do while you are at the show working your booth. If you missed those tips, you can catch them in the Archived Newsletter section at Issues #22 and #23.
This week we are looking at how to best follow up with the people you meet that came through your booth. This is probably the most important part of the whole show. You could have prepared like a champion prior to the show and performed like a champion during the show, but if you drop the ball and do no follow-up after the show, you won’t finish like a champion! (Aka: close the deal!)
Now keep in mind, these tips do not necessarily pertain only to follow-up for business expos and trade shows. You can use these tips for follow-up on ANY prospect you meet, whether they were at a show or at the grocery store. The key is doing the follow-up!!
AFTER THE SHOW
1. Send requested literature immediately
· Send requested material within 24 hours. Better yet, prepare these materials immediately after the show each
day and drop them in the mail the next morning.
· A quick response is your second opportunity to make a favorable impression
· Even if you don’t have any information to send, a hand written note is a great idea!
2. Include a teaser on the envelope or in the email subject line
· On the outside of the envelope or in the e-mail’s subject line, specifically mention the materials and information
that is inside
· Doing this will ensure that your prospect doesn’t think that it is junk mail
3. Help your prospects take the next step
· Be sure you make responding easy for your prospects
· Include your website address, e-mail address and/or phone number throughout your information package and on
all of your business documents
· Tell them you will call them next week (or next Thursday, on the 12th, etc) to follow-up with any questions they
may have and see if they are ready to get the ball rolling.
· CALL THEM WHEN YOU SAID YOU WILL! This shows your prospect that you do what you say you will do and
earn their trust.
4. Keep track of your prospects
· Keep a separate, specific list of the prospects you get through the home show
· Throughout the year, as you sell a product or service to one of those prospects, track that on your list
· At the end of the year, review the list and see how much business you did as a direct result of the people you
met at the show
5. Analyze the "lessons learned"
· After the show, evaluate what went well and what didn't
· After working with your prospects, ask them for feedback with what they liked or didn’t necessarily like about your
booth, displays, etc.
At this point you have to be pretty pumped up! You’ve done a bang up job both before and during the show that brought many prospects into your sales funnel. Now the fun really begins! Continue the relationship building you started in your booth. Earn your prospect’s trust and confidence and then earn your prospect’s business. You can’t do that by being a ghost. You do it by following up like a champion! Now, go get ‘em!