Service After The Show

The show is over, the exhibit long packed up and sent on its way and you’re back at the office for a review of just how the show went. Did you meet your company’s show objectives? Did you receive the return on your show investment that you projected?

Of the many things that happen after the show, the two most important are order fulfillment and lead follow-up. Agood rule to follow is the “48-10-30 Rule”. Follow up with the customer within 48 hours after the initial contact via email, fax, phone, etc. Make sure that you actually talk with that contact within 10 days to “investigate” any opportunities that may be left hanging. This is also a good time to bring up something personal that you learned about that person at the show. “Did you enjoy your vacation to the Bahamas after the show?” “Has your wife had the baby yet?” “Did you ever recover your lost luggage?” These types of questions show that you took a personal interest in that person. Impressive! Athird contact should be made within 30 days. Remember, most successful sales efforts face five “No’s” before getting the first “Maybe.”