The 5 Rules of U.S. Trade Show Follow-Up

Do you want to stand out? Do you want to begin building credibility and trust? Do you want to convert your trade show participation into new revenue? If you answered YES to any of these, then you need to master follow-up in the U.S.

Failure to have meaningful and timely follow-up will neutralize even the best trade show strategy and execution. We are always astounded to see how poorly most people and companies are at follow-up.

Here are the 5 rules that we find to be most critical regarding follow-up. Use them to realize the potential energy that your marketing and sales efforts creates.

• Immediate: Like fresh produce at the market, new contacts spoil if they are not actioned quickly. Your timely follow-up communicates your interest and intent. Trust is built as your reliability is experienced.
• Personal: Demonstrating that you’re a good listener by reflecting back on their top interests or needs, builds connection and opens the door for additional conversation. Be professional and respectful always.
• Ask: Every communication must have a purpose or next step that is revealed by the ask. This could be a request to meet, a reminder to send some promised information, or a nudge to introduce a key stakeholder.
• Give: Knowledge and relationships are built over time. In the first follow-up share a piece of company collateral or content that relates to your audience’s goal or concern. With each additional communication, show that your expertise is aligned with their needs.
• Persistent: Thoughtful and persistent follow-up is critical. Make sure to always communicate a relevant valid business reason for the next step that you are proposing. Valid business reasons must be expressed from the customer’s point of view. Let them know, “what’s in it for them”.

Your follow-up should align with how you want to be perceived. If you are empathic, eager, and passionate then let that be reflected in your words and actions.

About
MEET (meetroi.com) helps international B2B growth companies soft-land and scale in the U.S. through trade shows and events. MEET’s processes help its clients ramp up sales quickly and maintain a steady stream of high-quality prospects going forward. Contact Bill Kenney for a no-obligation conversation: bill@meetroi.com or +1 (860) 573-4821.