Discover the secrets to lead follow up and conversion after trade show, conference, and events.

On this episode of The Sales Gravy Podcast, Harriet Mellor shares proven strategies for maximizing trade show ROI with personalized outreach, leveraging CRM tools, and building lasting relationships that convert leads into valuable long-term customers.
Key Takeaways:
- Follow-up Touchpoints: An eight-touchpoint follow-up strategy is recommended, with touchpoints spread over a 12-week period, incorporating multiple communication methods like email, phone, social media, and video.

- Importance of Patience: Building relationships and converting leads into customers takes time. Long sales cycles, such as 20 months for some deals, highlight the need for persistence and patience.

- Consistent Outreach: Regular and consistent communication helps ensure that leads don’t forget about the company or its offerings.

- Tracking Interactions: Meticulous tracking of every touchpoint and interaction provides insight into what strategies work, enabling continuous refinement.

- Personalization: Customizing outreach efforts, such as referencing personal details from interactions, enhances engagement and builds rapport.

- Variety of Channels: Using diverse communication platforms, such as phone calls, emails, video, and social media, increases the likelihood of connecting with leads.

- Value-Driven Engagement: Sharing valuable resources like podcasts, webinars, or helpful information adds value to the relationship and builds trust with leads.

- Utilizing CRM Systems: Leveraging CRM tools aids in organizing, tracking, and automating follow-up activities, ensuring efficiency and consistency.

- Planning and Strategy: Having a clear plan and a structured system for follow-up ensures effectiveness and prevents a disorganized approach.

- Positive and Authentic Interactions: Being genuine and enjoying the process of building relationships can positively influence the success of follow-up efforts.

https://www.youtube.com/watch?v=EjGI-z-AA3c

The Value of Patience With Lead Follow Up
Following up with leads requires patience. Many deals do not happen overnight, especially in industries with long sales cycles. For instance, a lead might take 20 months to convert into a customer due to factors like contract timing or budget availability.

Despite the wait, these deals can be significant, justifying the costs of attending the event. Patience allows salespeople to build meaningful relationships with prospects over time, which often leads to successful outcomes.
The Importance of Outreach Consistency
Consistency in follow-ups is crucial for staying on a lead’s radar. Without regular communication, potential customers may forget about your business, especially if they have interacted with multiple vendors at the event. A consistent approach ensures that your company remains top-of-mind when they are ready to make a purchase decision.
Sequence Multiple Channels for Lead Follow Up
Effective follow-ups involve reaching out through various channels. Email, social media, phone calls, and video messages all offer opportunities to connect with leads.

Different people respond to different methods, so using a mix increases the likelihood of engagement. Video, in particular, can add a personal touch and help stand out in a crowded inbox.
Track Every Interaction Trade Show
Tracking all touchpoints with leads is essential for evaluating what works and refining your approach. This includes keeping detailed notes in your customer relationship management (CRM) system.

For instance, noting personal details like a lead’s hobbies or recent activities can make follow-ups more personalized and engaging. These small details can help spark meaningful conversations and demonstrate genuine interest in the lead.
Create a Structured Trade Show Lead Follow Up Plan
A well-structured follow-up plan ensures that no leads fall th...