ESSENTIAL POINTS OF THE TRADE FAIR FOLLOW-UP
Trade fair follow-up begins even before the trade fair. It is essential to work out a sound system for doing the follow-up work quickly and efficiently. With the following tips, you can do a lot to ensure that your participation in the trade fair is a lasting success and that contacts do not just go to waste.
Lead capture system
Plan and create entry forms that the stand staff will fill out briefly after each meeting, and the visitor’s business card can be clipped. In addition to a short selection list of the points and interests discussed, there should also be a free field for additional information. It only takes a little discipline to do this after each interview, but it helps tremendously in the follow-up. In addition, the points discussed can then be taken up again when following up. People from around the world participating and choosing the right exhibition booth design company in Dubai.
Of course, this can also be created digitally, as long as the business card is scanned to have all the information in one place.
Categorize the leads
Arrange your leads according to their importance: A contact who was about to sign a contract at the trade fair always has top priority. This contact management should be taken over by the sales staff directly after the trade fair, as a specific appointment for further discussion can be arranged there. Ideally, a seamless chain of contacts should come about here so that a future customer feels he is being taken seriously even before the contract is signed.
Contact trade fair leads promptly.
The time factor is significant here because you have to strike the iron while it is hot: contacts made at the fair should be contacted within 14 days. Address each lead directly (see the first point) and do not send e-mails thrown together from generic text modules. Most of the contacts may not be their customers yet, but customer retention begins with making contacts.
It makes sense here to send an e-mail for the first contact with an announcement that you will call us again in a few days. Staying on the ball is a great art here!