It’s simple and so basic we all know we have to get this done post-show but I had one of my people hauled over the coals recently because she didn’t follow up on prospects and contacts made at a recent show.

All of that planning and preparation, the budget that is invested and finally the actual hard work and effort which goes into a successful show – if you don’t follow up on your contacts post-show, you are kissing off somewhere between 50% and 80% of your results.

You simply cannot be forgiven for not following up after the show.

Attendees give out their contact information in the full understanding they are going to be getting some follow up information and sales calls – this is one of the givens with conventions and trade shows.

Make your follow up calls when you say you are going to make them and in any event, leave it no later than two or three days after the show and absolutely no more than a week.

Make sure you are organized at the show so you capture all the information you need and have it arranged for easy use when you are performing follow-up.

Remember, follow up calls are expected from the attendee and demanded by your own success standards!

This is so essential it cannot be underestimated nor ignored though it is easy to forget what you need to do when you are in the aftermath of a trade show.  It is vital to understand and accept that you are in the middle of a process which does not start when the show opens but started in fact some considerable time previously when you started down the road of exhibiting at trade shows.

By the same token, the work is not over when the trade show finishes and you pack and head for home – the process is only partially over and you must follow through for maximum return on all of your hard work.