Growth Tips: Following up with your trade show prospects

How to keep your business on a prospect’s radar.

July 31, 2013   by ANDREW SHEDDEN

Trade shows are not getting any less expensive. With exhibiting costs and travel expenses constantly rising it’s more important than ever to optimize your trade show follow up techniques. Here’s a simple way to do just that.

1. Set the ground rules at your booth to determine which prospects are worthy of follow up. Quickly qualify them on the basis of need (existing or one you have developed by asking them disturbing questions). Always ask for a business card or have the prospect fill in a lead card. This shows a higher level of commitment.

2. Send the prospect an e-mail at the end of the day referencing your meeting at the trade show and state that you will follow up on a specific date and time.

3. Follow up on the date and time and continue to leave messages (up to six voice messages then six e-mails) referencing each other until you make contact. Busy prospects need to be contacted multiple times before they know you exist. Be certain the messages relay the demonstrable value the prospect will receive from speaking with you.

Andrew Shedden is an industrial marketing consultant who helps manufacturing and industrial (B2B) CEOs easily obtain rapid, sustainable, profitable, and guaranteed growth. For free business growth resources visit

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