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Close Sales With Your Post-Show Follow-Up

Treat the day after PACK EXPO International as if it were the day before. Your dedication to following through is as important as your promotional efforts prior to the event. In order to be memorable and effective, your response to leads should be immediate. Studies show that 80% of exhibitors fail to follow up—be one step ahead of your competitors and make that investment of time and money work for you.

SORT YOUR LEADS.
Sort or classify leads by their business potential or information requested. Keep the fulfillment process moving within the organization—don’t delay sending information you promised. Contact ExpoExchange for the various lists available to streamline lead management and associated support services. Call 888-270-8467.

SEND FOLLOW-UP LETTERS
All leads should receive a follow-up letter and appropriate literature within two weeks. Send thank-you notes and letters to the media contacts made at the show.

FURTHER CONTACT
Use personal phone calls, direct mail, faxes or emails to high-priority potential prospects to establish good business contacts. Low-potential prospects can be contacted as time and resources permit.

FOLLOW UP WITH VISITORS WHO MISSED YOU
Research shows that half the visitors who passed your booth but didn’t stop in nevertheless got an impression of your products, your company or both. So don’t forget about these important passersby.

Use the PACK EXPO International Post-Show Visitor Mailing List to send them direct mail immediately after the show—while their impressions of you are still fresh.

YOUR POST-SHOW EVALUATION
When evaluating your successes at the show for following years and other events, include in your report:

• Prospects’ buying needs and plans
• New leads captured
• Sales made
• Effectiveness of advertising and direct mail
• Special promotion effectiveness
• Effectiveness of your booth size, layout and staffing