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Importance of Following Up After a Trade Show
September 26, 2023 Eugene Uhm, Business Development Specialist

Earlier this year, we discussed “Why Trade Shows Need to Be a Part of Your Business Strategy”. Trade shows are a great way to generate new leads and meet potential clients. However, the real work begins once the show is over. In fact, one of the most important things you can do to maximize your ROI from a trade show is to follow up with your new connections promptly and effectively.

Following up after a trade show is extremely important. Here are 4 reasons why:

  • When you follow up with a contact after a trade show, it shows that you're interested in building a relationship and learning more about their needs. This is important for building trust and credibility.
  • It keeps your company top-of-mind. With so many businesses/exhibitors attending trade shows, it's easy for you and your company to get lost in the shuffle. Following up helps to keep your company top-of-mind for potential customers, especially if you can provide them with valuable information or resources.
  • It helps you to qualify your leads. Not all trade show leads are created equal. Some leads may be more qualified than others, and some may be closer to making a purchase decision. By following up with your leads, you can learn more about their needs and interests, and you can qualify them based on your sales process.
  • It helps you to close deals. The sooner you follow up with a lead, the more likely you are to close a deal. In fact, studies have shown that businesses that follow up with leads within 24 hours are 60% more likely to close a deal than businesses that wait longer.

As you begin to follow up with these new connections from the trade show, here are a few tips to ensure your success:

  • Follow up quickly. The sooner you follow up, the more likely you are to make a good impression and stay top-of-mind for potential customers.
  • Personalize your follow-up. Take the time to personalize your follow-up messages. This shows that you're interested in developing a relationship, not just in making a sale.
  • Provide value. Your follow-up messages should provide value to the new contact. This could include sending them a white paper, case study, or other relevant collateral.
  • Be persistent. Don't give up if you don't hear back from a contact right away. Follow up multiple times, but there is a difference between persistence and taking cues your contact may not be ready / interested.

Following up with contacts after a trade show is essential for maximizing your ROI from the event. The team from the Export-Import Bank of the United States (EXIM) follow these same guidelines whenever we return from an event. It allows us the opportunity to educate U.S. business on how exporting grows revenues and how you can get started.

If you are interested in learning more, please request a free consultation from our business development specialists who are here to answer all your questions.

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EXIM’s Blog postings are intended to highlight various facets of exporting, but the postings are not legal advice, and are not intended to summarize all legal requirements associated with exporting.