Has recopilado clientes potenciales en una feria comercial. ¿Cómo te aseguras de que estás haciendo un seguimiento eficaz?

Effectively following up on leads collected at a trade show involves promptly entering leads into your CRM system and segmenting them based on interest level. Tailor your follow-up communications to each segment, using personalised messages that reference their specific interactions at the trade show.

Effective follow-up after collecting leads at a trade show is crucial for converting prospects into customers. Start by organizing and segmenting your leads based on interest level, urgency, and potential value. Send a personalized follow-up email within 24-48 hours, referencing specific conversations or interests. Provide valuable content or solutions tailored to their needs. Use a CRM system to track interactions and schedule further touchpoints, such as calls or meetings. Stay consistent with follow-ups, but avoid being overly aggressive. Finally, evaluate your follow-up strategy regularly, refining it based on feedback and results to ensure ongoing success.

1) Speed is King: Am besten versenden Sie noch auf der Messe die Infos an die Emailadresse Ihres Standbesuchers. Die goldene Regel: innerhalb von 24 Stunden muss der erste Touchpoint erfolgen, weil hier die emotionale (positive) Bindung / Erinnerung noch am frischesten ist. 2) continuity is queen: eine Schwalbe macht noch keinen Sommer. Nur weil Sie eine Mail gesendet haben, erwarten Sie bereits eine Belohnung? Falsch! Am Ball bleiben: bis zu drei Follow-Up Emails in den ersten 7-10 Tagen nach der Messe sind vollkommen vertretbar. 3) Call-to-Action nicht vergessen: wichtig, dass beim Email-Follow-Up eine Aufforderung dabei ist ("Klick den Link" oder "Termin vereinbaren" etc.).

Trade shows are a great way to both strengthen current relationships and create new ones. Once you get home however, the work is not done. Make sure to follow up with everyone and most importantly, personalize your email or phone call to the specific conversations you had while at the conference. There’s nothing worse than sending a “copy and paste” email to everyone you spoke with. Refer to a specific topic you talked about, this will ensure the customer or prospect recalls the conversation you had at the trade show and thus, will be more likely to respond to your email or have a meaningful conversation over the phone.

Remember that the lead you secured will have 50+ conversations at the show. Lean on your personality and unique interests to get them to remember you. When common ground is set, the value prop isn’t as cold. Always have posts in your LI and/or engagement so lead can see you as a key opinion leader. Then, if you do get to connect on a video call, you better stand out. A background is a great icebreaker… so is a hat or shirt showing something you’re passionate about. You’re playing an attention game here so you gotta pull out all stops

The conversation at a trade show booth is the easiest part. Getting a lead to engage post-show is harder than it’s ever been. I currently like this flow: 1. Build rapport with lead at show. 2. Send LinkedIn connect request with a message right after conversation or that night. 3. Follow up with lead after show through email. Avoid weekend emails. 4. If no reply back to email, follow up 3 - 5 business days later. 5. Follow them on LI. 6. Stay active on LI so when they look at you they see you’re a SME. 7. One line follow up that’s catchy. 8. Phone call with message. 9. Loom video so they are reminded who you are and the value you offer. 10. If still crickets, move them to CRM and hit them quarterly with templated emails.

Fun fact, I get more engagement off of my cassette tape collection than my value proposition. People want real life connections… be vulnerable and show them who you are in real life. It goes a long way.