Busy Busy Busy

For any of you that tuned in yesterday hoping to read another fascinating installment from the ramblings of my brain, I apologise. As you know, this week we've been exhibiting at International Confex and I'm delighted to say that we were incredibly busy.

So busy in fact, that by Thursday my brain was operating at the same frequency of porridge and all of us just wanted to go home, put our collective feet up and relax.

However, now we're back in the office we get to carry out what I feel is the single most important thing that you can do at a trade show. Ironically, you won't actually be at the trade show when you do it, and that is to follow up.

I spoke last week about the importance of planning. Well once you've got your stand ready and your strategy in place, make sure you plan just exactly how you're going to follow up on all of the leads that you collect at the show.

In most cases, it's unlikely that you will have closed off much, if any business at at the show itself. People have come to the show to shop around for new suppliers, but you really can't expect them to make a decision surrounded by loud music, flashing lights, pretty girls in T Shirts and of course, your competitors.

So what's the best way to follow up? Well however you do it, the best way is QUICKLY. People's attention spans at trade shows is poor - you may well have been exhibiting at a show with hundreds of other stands there, and as much as you feel your stand is easy to pick out from the crowd, the sad truth is that people are not likely to remember everyone they meet. Oh sure, they may have been very enthusiastic on your stand, but how do you know that they're not like that all of the time anyway? For all you know they've just downed their tenth espresso that morning and showing their love for everything they see.

I'll let you in on our strategy. We hired some data capture devices from the show - most shows will have this facility and I thoroughly recommend that you use it. With just a couple of clicks, we were able to get all of our visitors' details, as well as who they spoke to and what course of action we had agreed upon, such as a meeting, a quote, some samples and so on.

Every evening that data would come back to the office and every visitor received an email from us thanking them for coming to the stand. We also included a photograph of the stand as a little reminder.

Now that we're back in the office, every one of us is on the phone (apart from me right now because I'm writing this blog) to reinforce the message - thanking them for their time and asking them what they would like us to do next.

The key in all of this is to express gratitude. These people made a point of stopping at your stand and giving you the chance to do business with them, so acknowledge that and then make sure that you make the most of the opportunity that you've been given.

Next week, I'm going to show you which products proved to be the most popular on our stand, and the results may well surprise you.

Have a good week.