Trade Show Follow-up

Here's a winning strategy to make the most of your trade show leads.

If you're wondering how to get the most out of your trade show leads, then you need to consider how to follow up with them. What's the best way you ask? According to a recent article on networking, sending a customized e-newsletter right after the show delivered above average conversion rates.

Customized e-newsletters have many benefits:

1. Establishing yoru company/business as a credible leader in its field.

2. Qualifying prospects, identifying who has a genuine interest in a product/service.

3. Making prospects more receptive to follow up calls.

Utilizing e-newsletters as a follow up technique with your tradeshow leads is rather simple. The place to start is with a segmented list of leads. Divide your list into: customers, potential customers, and potential partners. Each needs to receive a different version of a templated e-newsletter. Developing a template allows you to develop a control and continually revise and update your e-newsletters to increase response rates.

When designing your e-newsletter, begin with a personalized note that reflects on the conversation which started at the tradeshow. Clarify and confirm what you heard and refer the prospect, customer, or potential partner to the content included within the e-newsletter addressing their specific needs.

Your newsletter should explain how your company and/or its products can help the recipient. You may also chose to include links to valuable content on your website or white papers that provide meaningful information.

Taking a deliberate and targeted approach to your trade show leads is essential for generating a positive return. When calculating ROI, only include those prospects and customers who truly provide a sales opportunity. By qualifying your leads and delivering a targeted communication, you're sure to generate a positive response.