In your follow-up, as in a speech, tell them what you are going to tell them, tell them, and then tell them what you told them. Don’t expect a one shot follow-up to produce results.
Too frequently an exhibitor’s follow-up, if you can call it that, consists of nothing more than a single piece of literature with a “personal” cover letter. Don’t kid yourself. That isn’t follow-up.
Set yourself and your organization apart from the crowd
Start with an e-mail message or brief letter thanking your prospect for having visited your exhibit. Explain to him that more information will follow shortly. Give him a preview of the coming attractions.
Provide your prospect with a value add, either a solution to his problem or a means of differentiating his product or service. Close with a call for action. Since your initial point of contact was a tradeshow, you might instill a sense of urgency by offering some type of show special, some inducement for him to act now. This is the “tell him” phase.
In your next email recap the benefits your organization is prepared to deliver that will solve problems or differentiate products. Offer a compelling reason to act now.
Do not rely strictly on the written word, be it by e-mail, fax or snail mail. If you have a few dozen leads, you should also be able to conduct a telephone campaign. If you have hundreds of leads, you may have enough people on staff to allow for rapid follow-up by telephone. If you have lots of leads but not lots of people, you have decisions to make. Some leads will be more urgent than others.
Clearly, a lead bearing the qualifier “immediate need” calls for a quick response, especially so if there is the potential for a large order or for a long-term relationship.