The time to plan your follow-up strategy is before the show begins. That way, you can reach prospects with your follow-up message while the show is still fresh in their minds. Here are some things you should know about follow-up.

Planning Your Follow-up Strategy

The time to plan your follow-up strategy is before the show begins. That way, you can reach prospects with your follow-up message while the show is still fresh in their minds. Here are some things you should know about follow-up.

Make follow-up a priority

According to the Center for Exhibition Industry Research, 80% of show leads aren't followed up. Make lead follow-up your number one priority after a show, taking precedence over just about everything else -- including catching up on what you missed while you were out of the office.

Write your follow-up mailer before the show

Your post-show mailing can be as simple as a thank-you note or a brochure with a cover note. Write it and have it printed out before you leave for the show, so you can send the mailing immediately upon your return.

Qualify leads during the show

Rank your leads by level of importance and interest, and base your post-show efforts on these priorities. Phone your hottest prospects within a week after the show ends -- the longer you let them sit, the staler they'll become. Send everyone else some kind of follow-up mailing.

Keep your promises

Be sure that you keep any promises you made at your booth. Have enough brochures and product sheets on hand before the show so you can send out requested information promptly.

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