Most salespeople in their careers have at some point fallen victim to the sometimes false sense of security that a large pipeline can bring. However, without proper management, that potential business can forever remain as a perpetual pipeline without ever converting into actual sales.
If you’ve marketed your appearance at trade shows effectively, you will have spent most of your time there speaking to potential customers. You now have a mountain of sales leads to follow up on and a horde of competitors who are equally trying to secure businesses for themselves.
Striking a balance can be tricky. You want to keep the customer engaged and stay at the front of their minds, whilst also being aware of any scavenging competitors swooping in and stealing your sale at the last minute. At the same time, there are only so many times you can make a phone call or send an e-mail to your contact without seeming pushy or overbearing; No one likes having to deal with that kind of salesperson.
You can however influence a purchasing decision between each time that you directly reach out to your decision makers. Here are the top ways to follow up your trade show leads:
1. Phone them!
This is simple; reconnect with your lead through a telephone conversation to discuss your proposal in more detail. There is no substitute for a verbal conversation. Glean information from your lead about their needs to enable you to match up how your product/service can meet those needs.
2. Send emails.
Make a note of the conversation with your lead in order to summarise your conversation and outline the next steps to progress your discussion. Consider arranging a face-to-face meeting or if they’re remote, getting a skype meeting arranged, build rapport and utilise your personality.
You can have an influence on your lead without contacting them yourself directly. A partnership with a media platform enables you to get your content in front of your lead or connect with new contacts.
4. Social Media.
Connect on LinkedIn, follow on Twitter, give their page a like on Facebook; it isn’t intrusive if you’ve already made that initial connection. Reach out to them on each social platform, where they might be more active and respond to your messages in a real-time environment.
There you have it, four quick ways to follow up on trade show leads. Let us know how you get on, and if you need to find the right partner for your machine vision or robotics trade shows, consider MVPro.