Many companies that exhibit at trade shows make the mistake of equating a business card with a lead. To develop an effective followup system, you need to gather and record more information than a business card provides. For instance:
- Areas of Interest
Make a note of which product or product categories your prospect is most interested in. That goes a long way to crafting a personalized followup your prospect will appreciate.
- Timing for Buying
If you know when your potential customer makes their buying decisions, you’re in a better position to prioritize your followup activity.
- Budget Range
Try to find out what budget range your prospect has for the products you’re discussing. You may be surprised to learn that it’s not what you assumed.
- Objections and Concerns
Ask your potential customer what competitive products he or she is considering, how yours stacks up, and what would prevent them from buying from you.
- Followup Preferences
Don’t waste your time or your prospect’s. Find out when and how they prefer you to follow up – then be sure you do it!
Most companies spend a fortune exhibiting at trade shows, then do little to close the sale once everyone is back in the office. When you’ve gathered the right information, following up can be easier and more productive than you ever imagined
