8 Follow-Up Tips to Maximise the Conversion of Leads from Exhibitions

Exhibitors often participate in exhibitions to generate business to new heights of success. One of the most common ways they follow to achieve this objective is by generating leads at trade events. They choose prominent trade shows, showcase their brand and products with an attractive exhibition stand design, offer interactive experiences, and follow many more tactics to maximize the leads.

As an exhibitor, you may generate a huge number of leads on the event floor, but you are still one crucial step away from declaring your exhibition marketing campaign a success or a dud. This step is a “follow-up”. It has been observed that almost 80% of sales require an average of 5 follow-ups after the initial contact is made.

Leads generated at exhibitions and trade shows are slightly easier to convert than typical office leads, but still require a smart follow-up approach. Learn what highly-experienced exhibition stand contractors in Spain learned in that regard while delivering their services to exhibitors at different exhibitions. Here are some crucial tips and suggestions they have to give you.   

1. Act Fast

An average exhibition attendee explores dozens of exhibition stands and comes across countless products and innovations within a single day at a trade event. If they are not reminded of your brand and product within the optimal timespan, most likely your brand impression will get blurred out and lost among the sea of fellow exhibitors. If you want to avoid getting into that state of oblivion, you must reach out within 24–48 hours. Therefore, make your follow-up content and team ready within 24 hours from the end of the show and instruct them to get into the act right after that time frame. 

2. Personalize Messages

ATry to keep the message more lead-oriented instead of focusing only on your brand and products. This approach pushes them towards making a purchase decision, increasing the likelihood of conversion.

3. Segment Leads

One size fits all is not the most effective method when it comes to a follow-up approach to exhibition leads. You can optimize your efforts by categorizing them. One of the most popular categorization methods for leads is prioritizing them as hot, warm, and cold leads. If you are not aware of this categorisation, refer to the insights mentioned below. 

Hot leads are highly promising prospects who are ready to buy. You can approach on the same day and convert. Warm leads are potential customers who are slightly interested but have not decided to purchase. They need to be nurtured for conversion. Cold leads are prospects who have just discovered your brand and are unaware of your products and offerings. They need more and long-term nurturing than the other lead types to convert.

4. Use Multiple Channels

Every lead is different, and they ought to have distinct preferences when it comes to communication channels. Therefore, you must use all the popular communication channels for follow-up, especially email, LinkedIn, and phone. Such a comprehensive approach increases the impact of your follow-up approach and helps you achieve a higher conversion rate.   

5. Provide Value

There is a famous concept in psychology known as the reciprocity principle. It states that individuals feel obligated to return gifts or services they have received. The feelings of indebtedness lead to mutual exchange. Subsequently, positive interactions become lasting relationships. You can leverage the reciprocity principle by sharing resources, insights, or offers.

6. Leverage CRM

Every lead is important, and you should avoid losing them in transition during follow-up campaigns. Therefore, you should utilise CRM to manage the leads. This approach will further help you to track interactions and set reminders. Encourage your lead management team to integrate the leads into the company’s system by the end of the day they collected them.

7. Schedule Meetings

You may have a clear and long-term plan to follow, but your leads don’t know that. Also, elaborating the whole plan will confuse and repel them. Therefore, propose clear and meaningful immediate steps to them. Such as scheduling a meeting as soon as possible to discuss all their requirements and expectations, and make a decision. Providing clear and easy steps accelerates your sales process and further improves your conversion rate.

Nurture Consistently

Consistency is the key to success. When it comes to follow-up, you may need to go through several iterations to achieve the desired results. Therefore, be consistent with your follow-up strategy, and never drop leads after one touch. It will ruin your brand impression on them, and that might propagate among other potential customers.

Hire the Best Professionals to Achieve Your Exhibition Goals with Ease

You can significantly improve your performance at exhibitions by having the right experts by your side. You can rely on ExpoStandZone to search for trustworthy exhibition service providers for your next event. It has enlisted 2100+ service providers based in 400+ cities in 65+ countries.

If you are exhibiting next in Barcelona, get on the portal and fill out the brief query form, submitting your booth requirement. Subsequently, you will receive the five best quotes from the top five exhibition stand builders in Barcelona who can meet your needs. You just need to analyse these quotes to find the right exhibition experts for your next event. Hire them and achieve your exhibition goals conveniently.