You have spent thousands of dollars to exhibit in a show, and now you need to figure out what to do with the long list of leads you have collected. Here are a few tips to ensure that your leads do not fall through the cracks:
1) Each night after your expo…send a quick email to each person who stopped by your booth. (Yes, you might think this is crazy or too quick…but if you don’t want to be forgotten this is critical!) This email should be short, easy to read, and contain a few key components:
a) Thank them for stopping by your booth
b) Remind them of who you are (Ex: I was the one who gave you Godiva!)
c) Remind them of what you spoke of (Ex: You asked me to contact you to arrange a demo of….)
d) Ask for them to take an action in the form of a question (Ex: What date works best for you?)
2) If they have not responded within 5 days of the expo end date, get on the phone and call them. Your goal should be to:
a) Ask if they received your email
b) Find out what THEY need (This is important. Do not pitch anything they do not need.)
c) Listen to see if they have a problem that your product or services can solve.
d) Suggest a product or service by saying “Would it help you if you could _____?”
e) Identify who the decision makers are.
f) Schedule a demo or meeting on a date when they can get the decision makers in the room.
NOTE: This call is mostly about THEM. Listen well, learn as much as possible, and become a consultant. Never over-promise. Be honest about what you can or cannot do to help them.
3) Take detailed notes in your CRM and schedule your next steps. If they are NOT a good prospect…move on politely and do not waste any more of their time or yours.
If they do turn out to be a good prospect…the rest is up to you! Good luck!
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