One of the most important parts of every trade fair is the post-show stage, undoubtedly. This is where every exhibitor sits down and evaluates if his event was a success, usually by calculating the number of leads generated, contacts established, merchandise sold, etc. But, another very important step is to write follow-up emails to the leads you’ve got at the messe, as a gentle reminder to them about your interaction. This is key to creating new business with the new leads, but it doesn’t follow through every single time.
There can be instances where you don’t get back any response. What should you do at that time? Let’s take a look:
Be persistent, but not annoying – Clients really are super-busy. Often, people read emails for the information but forget to respond. It may take a few follow-up touchpoints to prompt a response, so don’t give up. On the other hand, don’t take up too much of a client’s time chasing responses. If they sound busy, don’t keep them on the phone. Try to get small details sorted out via email, text, or phone, rather than another face-to-face meeting.
Don’t be afraid to pick up the phone – Too many service professionals operate client communications solely by email. In most circumstances, this works great (clients can reply at their convenience, and you have all correspondence saved in written format to refer to later), but when it comes to following up on unresponsive clients, email may not be the answer. Why? Emails are too easy to miss or ignore. But a quick phone call will often remind a client you exist and that you’re waiting for something from them.
Automate when you can – You’re busy too, and if you’re chasing up a lot of clients, automation can save you hours typing out emails. In certain circumstances, you can use your CMS software or other tools to automate follow-up. For those that don’t, it automatically sends a follow-up every few days.