5 reasons you should follow up events leads
We’ve all done it: Advertise in event programmes or exhibit at events and then do nothing with the leads and contacts we make there.
A few weeks later we think ‘Oh, should really have done something about that – oops’ and by then it’s too late.
- Competitors win, you lose:
If you don’t follow through with the people you meet at trade shows and expos then your competition (who may have been present at the same event) will! How good will that be for your business in this time of economic uncertainty?
- Reputation suffers:
If you don’t do what you say you will, and preferably when you say you will do it, then you put your reputation on the line. If you tell someone that you’ll speak with them again on a clearly defined topic at an agreed date and time (especially if agreed by email), then you have to be accountable. Not only will your lack of accountability be noticed, it will also be broadcast… to other companies and people with whom you could potentially do business.
- Referrals go begging:
If you don’t follow up with the people that you meet at events then the third risk you run is missing out on referrals from those people. People refer people that they feel are trustworthy and who respect their time. You are always the best and/or worst advertisement for your business dependent upon what you do or don’t do. Make the effort to build relationships and referrals will follow.
- Out of sight is out of mind:
People forget you if you don’t consistently remind them what you can do to make their business lives easier. Consistent communication is increasingly important, whether on websites, blogs, in hard copy format, speaking at events, on podcasts, videocasts and face to face. It’s the same with follow up. Unless you reinforce your initial contact with action you become obsolete in the mind of the people you want to reach with your product or service. And of course, back to point 1, the competition will be only too eager to fill the void.
- Your deliberate objective was to waste your time, money and effort?
It may seem obvious, but ask yourself: Why did you put the time, money and effort into attending an event (whether as an attendee, sponsor or exhibitor) in the first place? Was it to show off your suit, your business cards, your skills as a speaker or presenter? The answer to these should be an emphatic “No”. The time taken in both planning and attending the event, the money involved in the design, hardware and software, lighting, hired help, accommodation, travelling costs, stand equipment, etc was not in an effort to do anything other than to engage your prospective clients and begin a meaningful dialogue with enough of them to ensure that sales were generated sufficient to cover your costs.
Of the obstacles people face when they return to their offices however are:
- Extra workload to catch up on that they’ve missed whilst at the event.
- The sinking feeling that comes with the knowledge that they’ll probably have to pick up the telephone if they’re to determine whether the people they met at the event are genuinely likely to become future clients.
Whilst we can’t help with the extra workload, a professional telemarketing company such as phoneforbusiness can help you overcome any issues you may have with the telephone. Using the telephone presents genuine concerns for many people. Often these are the same people who usually communicate well in face to face situations.
If this sounds familiar to you, call 0203 348 8702 or 0208 133 0702 or email
