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Follow-up activities - Processing enquiries and closing deals

Wednesday, 8. February 2017 | by: Alesja Alewelt | Follow-Up

Most negotiations and contracts are not concluded at the trade fair itself; instead, they require activities after the event. Therefore, it is important to ensure that extensive follow-up activities are undertaken in order to convert new contacts into actual customers of the business. Nevertheless, a detailed review in conjunction with extensive reporting is important for another reason: it will give you new insights that you can use for the next trade fair.    

Preparing reports

Clearly, it is only possible to submit a report once the event is over. Nevertheless, in order to ensure the report is as detailed as possible, extensive preparation is necessary. Ideally, reporting forms should be prepared in advance. These can then be taken directly to the stand and used to record the most important events and customer contacts. This will guarantee that no names go missing and that no one forgets to give a response that was promised at the trade fair. Potential new customers will expect to receive promised responses and will turn away from the enterprise in disappointment if their questions remain unanswered. In order to ensure that new contacts are converted into firm customers, follow-up activities after the trade fair are vitally important. Only through follow-up activities that build on your reporting efforts can you refer to comprehensive and complete information.

Every second counts!

Anyone who believes that they can take some time to relax and enjoy the peace and quiet after a trade fair is making a fatal mistake. Potential new customers are waiting for a response, yet they are so frequently disappointed! From the exhibitor’s point of view, it is essential to keep up the pace and ensure that new customers quickly receive a follow-up response. This contact should be rapid, specific, and direct. This will give customers the impression that their enquiry is relevant and that they are important and will be taken seriously.

Thus, it follows that you need to get things right during the trade fair itself in order to avoid the eventual follow-up activities becoming a never-ending effort. A contact form that holds the prospect’s most important details is a useful tool and simplifies the process enormously. Any special enquiries or requests for information or marketing material can also be recorded. Any appointments or agreements absolutely must be recorded in writing; otherwise, they can easily be overlooked in the chaos of the post-event period.  

As a rule of thumb, all contacts from the trade fair should be contacted again within a week from the end of the event. If there was a prize drawing held at the event, the winners should also find out about their good fortune within this period.    

Information for visitors

Visitors want more than simply to receive a specific answer to direct questions. For instance, they may wish to receive a quotation or set up an appointment, or they may have particular concerns about your product or service. Every business should have responded to these within the one-week period identified above. A mailing list can be used to send thank you notes to partners and visitors. A new customer can be contacted directly with a view to arranging a fixed appointment, but if that’s not possible, simply inform them that they will be notified within the coming week of an appointment date. Written product information should be sent without delay. The well-known saying applies here: “Strike while the iron is hot.”    


provided by FAIRworldwide GmbH

Follow Up Customer loyalty
Bildschirmfoto 2019 04 16 um 12.31.03

About Alesja Alewelt

Alesja Alewelt, M.A., has been an event manager for over 15 years. In 2008, she founded the Bremen based event management agency, FAIRworldwide, successfully specializing in stands that are shared between multiple exhibitors. Her previous, extensive experience includes working as an event organizer in Munich, Germany, and Melbourne, Australia. Alesja Alewelt is currently involved in creating new concepts to optimize business processes for the sector, with a focus on the use of new technologies.

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