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?

In my experience, most business is lost after a trade show by the lack of follow-up. To maximize your trade show investment, follow these four critical steps when you return home.

  1. Don't get lost in the weeds. It's natural to dive into the stacks of paperwork and unread email waiting for you back at the office, but the first thing you should do is follow-up! If you can't get to it right away, at the very least, schedule when it will take place.
  2. 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. 
  3. 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.
  4. Don't give up. If you don't hear back from someone right away, don't give up.  Patience is a virtue.

To many of you, the thought of not doing follow-up is unimaginable. But the reality is, it happens more often than not.

Just think: If you do what you're supposed to do, you just might beat everyone else to the punch. Good luck!

Kasie SmithWritten by Kasie Smith, President and Publisher of Serendipity Media.

Originally published in Groups Today.

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