It's What You Do After the Show That Makes the Difference

 Most of us register for a trade show, like ABA, NTA, OMCA, and other state travel trade shows, to generate new business opportunities that translate into overall sales revenue. During the show, you work the floor, visit with current clientele, and meet new prospects. But what happens after the show?

Lack of follow-up can result in lost business. Instead, make sure you maximize your trade show investment by following these four critical steps upon your return to the office. Most of us register for a trade show to generate new business opportunities that translate into overall sales revenue. During the show, you work the floor, visit with current clientele, and meet new prospects. So, what happens when you get home?

Most business is lost by the lack of follow-up. Make sure you maximize your trade show investment by following these four critical steps when you return home. 

• Don’t get lost in the weeds. It’s natural to dive into the stacks of paperwork that are sitting on your desk, but the first thing you should do is your follow-up—or at the very least, schedule when it should take place.

• Enter the contact information of your new prospects. You are only as good as the information you have, so make sure you are entering that into your database. 

• Do what you said you were going to do. If you said you would follow up with a phone call, e-mail, or package, be sure to do exactly what you committed to. 

• Don’t give up. As it is for you, it’s easy for operators to get caught in the weeds when they return from a show. If they don’t get back to you right away, be persistent. 

Lack of follow up can be hard to imagine, but it is a reality. However, you don’t have to let it become yours. And just think, if you do what you’re supposed to do, you might be everyone else to the punch. Good luck!

"Very good advice here. For you newbies, you may be puzzled why that tour operator does not answer your follow-up call or e-mail right after the show. They were enthusiastic at the show, so what gives? The reality of running their business hits hard after they get home. So, give them some time, and like the article says, be persistent. They are busy people, and do not mind (and likely WANT you to follow-up!)" - Dave Martinson