TSNN (Trade Show News Network) came through with another informative article. This time we have a chance to learn good techniques to follow up with leads from your recent trade show. (You can read the whole thing here, or you can read my summary below.) Although you want to initiate action and get the sales process moving forward, you don’t want to come off as desperate or pushy, which would endanger your relationship with the prospect.
1. Follow up on expo leads quickly
Sometimes, it’s strategically advantageous to wait before contacting leads, especially if you know their time is occupied. But with expo leads, you should act as quickly as possible to capitalize on their interest in your product or service. Follow up trade show leads quickly– the next day if possible. The faster your response, the higher your close rate will be, since many customers will associate a quick response with high-quality service.
2. Get to know your leads
Take a calculated and targeted approach to following up on your trade show leads. Imagine that after the expo, you have scores or hundreds of business cards of people who are potentially interested in your products or services. Do you simply call them all straightaway? Or do you surf their web sites and social-media pages to learn more about them and how they could benefit from working with you?
When you get to know your prospect, you can approach them not just with a sales pitch but with real advice that’s tailored to their situation. The more personal your call, the less selling you’ll need to do.
3. Build rapport using social media
Social media is a wonderful tool for connecting with prospects– when used correctly. When misused, however, it’s a disaster that can alienate your prospects and brand you as a spammer.
Instead of using social media platforms like Twitter and LinkedIn to push your sales message, use it as a tool to connect with your prospects on a more personal level. “Like” their posts, share their content and be social. This way, social media helps warm your prospect: you’re not selling over social media, but simply reminding leads that you have something to offer and that you are more than just a company.
4. Use Facebook Ads to warm leads
Try something fresh: create an advertising campaign using Facebook Ads that is targeted only toward the people you’re interested in reaching. Facebook’s Custom Audience feature lets you display News Feed and Sidebar ads to people on your email list. This means you can display ads only to leads you’ve gotten from a recent trade show, networking event or digital marketing campaign.
One of the most difficult parts of following up on a sales call is establishing trust in your brand. If your prospects have already been reminded of your brand through a Facebook Ad, they’re more likely to respond positively to your follow-up sales call.
5. Become their problem solver
Many companies post to their Twitter and Facebook pages about new products, what they’re working on and sometimes the problems they’re facing as a business. When you spot an opportunity to help someone in your professional network, act on it by calling or emailing with a helpful suggestion.
You aren’t trying to sell them. You are, however, providing a solution to a problem. Remember, your job as a salesperson is to help your prospects succeed.
6. Have a reason to follow up
Provide a reason for your call before the call itself. At the end of your interaction with a prospect at a trade show, tell them you’ve got some information to share and that you’ll be in touch. Or tell a prospect that you’ll send them a sheet of special offers (or something similar) that you don’t offer to many other customers. Bait the hook a little, and give yourself a good reason to follow up; it’s more effective than just calling to check in.
Note that people remember great conversations they have with businesses and occasionally blog about them. Last year, Netflix received a massive amount of free coverage after one of their customer service conversations went viral. The quality of your product matters, but people are often swayed more by personal service. Show that you care by talking to your leads about more than just your product and you’ll eventually close the sale. READ MORE
What are YOUR thoughts on all this? We’d like to hear your comments!
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