After the show

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ORGANIZE YOUR LEADS

While the show is still fresh in your mind, make it a priority to sit down and go through your notes. Use a method you prefer to combine and record all the information into one source. This could be an Excel spreadsheet, a contacts tracking program like Outlook or ACT!, or even a simple legal pad and a pencil. If you plan on sending mail or follow up information to your leads, I recommend using a program like Excel that will allow you to transfer the information to a mailing template program. The most important thing is to organize every lead, then categorize and prioritize.

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FOLLOW UP RIGHT AFTER THE SHOW

It could take several weeks to thoroughly follow-up with all the leads generated at a show. However, you should always send at least a simple note to all your leads thanking them for visiting your booth. This not only reminds them they stopped at your booth, but receiving something in the mail insures they will see your company name again. Even if you thought they were a "hot" lead, your brochure may get lost in their pile of other brochures from the show. Have your follow-up cards printed in time to take with you to the show, and address them by hand in your hotel room each night after the show. If you mail them the day you get back to the office, your contacts will be impressed with your efficiency and will assume your entire company operates the same. By demonstrating you can keep up with the speed of business in the very beginning, your leads are much more inclined to become clients!

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