Our company returned to the office after a trade show last week. Now is when the real action takes place. As much work as we did to prepare for the show, there is just as much work in correctly following up after the show.
The first thing we did as soon as the individual left our booth was send them a ‘thank you’ for stopping by e-mail. This would have been received by them within hours of leaving our booth. Once we returned to the office our sales dept. jumped right in and contacted everyone who came to see us. If they could not reach them by phone, they were sent an e-mail. Once we were able to connect with them, we set up a date and time to meet with them in person at their place of business.
The whole point of attending a trade show is to find opportunities to promote and sell your products. If you don’t follow through and follow up on the leads you received, you may as well not spend your money exhibiting at shows. Make sure you do everything you possibly can to re-connect with the people who stopped by your trade show exhibit.
The author, Marge Bonura, is the Director of Sales & Marketing for New England Machinery, Inc. (NEM). NEM is a leading packaging machinery manufacturer of bottle unscramblers, cappers, orienters, retorquers, lidders, pluggers, pump sorter/placers, scoop feeders, hopper elevators and much more. The company has been in business since 1974 selling to the food, beverage, pharmaceutical, personal care, chemical, household products, automotive and other industries. For more information on NEM, visit their website at www.neminc.com.
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