THE 1X1 OF SUCCESSFUL FOLLOW-UP

Trade fairs and events offer an excellent opportunity to make valuable business contacts and gain potential customers. However, the key to success lies not only in the first meeting, but above all in the subsequent follow-up. If leads are not followed up and are not qualified further, trade fair participation will not be a success story.

HOW TO FOLLOW UP SUCCESSFULLY

Here are the most important steps to follow up effectively and turn your exhibition contacts into long-term business partners. First of all, there is no time to lose: Follow-up as the most important measure after the exhibition should be carried out as promptly as possible. Innovative lead tracking technologies such as Scan2Lead ensure that all contacts are recorded quickly and easily at the trade fair and can be easily and conveniently categorised and qualified directly on site.

USING LEAD TRACKING SYSTEMS AND TOOLS

Lead tracking systems and tools play a decisive role in the effective follow-up of exhibition contacts. With Scan2Lead, you benefit from significant time savings and other advantages:

• All data is immediately available digitally
• no manual recording of notes and business cards after the trade fair
• Further processing via CRM integration is possible immediately

The follow-up time of a tradeshow with regard to customer data can be reduced from approx. two weeks to 1-2 days. This enables prompt and personalised follow-up actions. Digital lead capture thus demonstrably increases trade fair success.

IMMEDIATE FOLLOW-UP

After a exhibition or event, the first step should be to get back in touch with interested parties and potential customers as quickly as possible - ideally within 24 to 48 hours. This shows your dialogue partner that you take their interest seriously and would like to continue working with them. If you qualify contacts with Scan2Lead directly at the trade fair and store the information you receive accurately, you will ensure that your follow-up is successful even during the trade fair.

PERSONALISED MESSAGES

Avoid generic follow-up emails. A personalised approach makes all the difference. Instead of generalisations, you should refer to the individual exhibition conversation and address specific points that were discussed during the meeting. This shows that you have listened carefully and are genuinely interested in the needs of your potential customer.

CLEAR ADDED VALUE

Make sure that your message offers clear added value. This can take the form of additional information, an offer for a free consultation or an invitation to a further appointment. Show how your products or services can specifically help in the individual case.

PLAN FOLLOW-UP ACTIVITIES

Suggest concrete next steps. This could be another appointment, a detailed offer or a product demonstration. By making clear suggestions, you make it easier for the potential customer to make a decision and keep the contact alive.

NURTURING THE RELATIONSHIP

A successful follow-up does not end after the first email. Continuously build the relationship by regularly sharing valuable information, such as industry news, success stories or invitations to webinars and events. This keeps you in their memory and shows your long-term commitment.

USING A CRM SYSTEM

A customer relationship management (CRM) system can help you keep track of your contacts and systematically plan follow-up activities. Enter all relevant information and next steps so that you never miss an opportunity. The Scan2Lead PORTAL enables analyses and statistics on your leads as well as the export of visitor data for integration into your CRM system.

FOLLOW-UP APPOINTMENTS

Set firm follow-up appointments to ensure that contact is maintained. A well-timed phone call or email can work wonders to keep interest alive and drive the sales process forward. Successful follow-up requires patience and perseverance. Not every contact will immediately lead to a deal. Keep at it without being pushy and maintain contact over the long term.

By following these steps and using lead tracking systems such as Scan2Lead, you can ensure that your follow-ups are professional, targeted and promising. A systematic and personalised approach will help you strengthen relationships with your exhibition contacts and ultimately close more deals.