After a great event or exhibition, you want a great follow up to ensure you have achieved everything you can from the day.
Last week we spoke about how to choose an event that benefits your business, and hopefully that’s helped you pick out a few events that will help you attract new customers, but what about following up after an event? How do you do that? And when should you follow up?
Take good notes on the day
Even those with the best memories can get muddled up after a full day event, so taking good notes at the time will help to jog your memory.
Ensure you have a full name and a form of contact, either their phone number or email. This sounds simple, but can be easily forgotten with the thrill of a new prospect. If you are collecting information so that someone else can contact them, make sure you have everything they need then and there.
Write about what you spoke about, anything conversational, were they having a great day? Was it chucking it down with rain? Did they recommend the best place to get coffee? This helps you, or whoever will be contacting the prospect, establish rapport a lot quicker, and shows that you took the time to remember them.
What were they interested in? Why did they stop at your stand? What services will you need to tell them about? Why does this person want to work with you?
A simple tip I would offer is also using a rating system next to their notes, of how interested they were. On a scale of 1 (not very interested) to 5 (extremely interested) where were they? You can then prioritise your calls once you are back.
Where did you leave it? Did you say you would look at your calendar and arrange a meeting? Did you say you would email them case studies over? Did they say they would be happier to get in touch first?
You need to ensure you make it clear where you left your conversation so you know how to follow up appropriately. Once again showing your prospect that you paid attention to the conversation, and you do follow up on your word.
Now you have all the information, when do you follow up?
First things first, you actually need to follow up on your leads within a week! I have been there; where you get back to the office, and you have 101 things to catch up on, so you put your notebook of leads to the side, and 3 weeks later you find it again under a stack of paper. It is easily done, but it unravels all the hard work you have already put in.
Once you are back from the event, prioritise your call list. Using your notes, you can see who the most eager people were, and ensure you followed up any promises you made, and give them a call or email as agreed. Even if you have to schedule another follow up call, you have made initial contact, and you have reminded the prospect of your business from the haze of companies they saw at the event.
Though you ideally want to follow up within a few days of returning from the event, you don’t want to be too quick off the mark. I have been guilty of contacting people as soon as I have returned from an event. Though some people are still switched on and checking email, more than likely, your prospects have gone home for a sit down and a cuppa after an exhausting day. Make sure your prospects don’t feel badgered, but valued.
Did the event work for you?
If the event was successful, and you achieved your aim, book for next year. You have much more time to prepare. Meaning more time to advertise for an even more successful event next year.
If this wasn’t the event for you, then keep looking. As with a lot of things, once you have first-hand experience of an event, it becomes much easier to know what to look for, and what you want to gain from it.
And if your marketing didn’t work, or your message wasn’t quite received how you expected. You have plenty of time to pop in and see us.
We’ve helped many businesses have successful exhibitions by provided them with intelligent marketing material. Visit our case studies page to see examples of our work, and testimonials.
So what have you got to lose by coming in for a no obligation chat? You tell us what didn’t work, and what you would like to do, we tell you if we can do that for you. It’s quite simple really.
Click here to see more posts from the I Don’t Know series.