Custom Exhibit Company, Gilbert Shares Five Best Practices For Following Up with a Potential Customer after a Trade Show

MELVILLE, N.Y., Dec. 29, 2017 /PRNewswire-iReach/ -- Custom exhibit company, Gilbert, suggests a number of best practices vendors can use to reconnect with prospects after the trade show.

Trade shows are an opportunity for companies to acquire leads. However, how well you follow up with those leads matters. A poorly executed follow up campaign can significantly reduce your return on investment. Trade show booth designer, Gilbert, shares five tips to help businesses maximize the success of their trade show marketing:

Respond right away. Vendors should have their follow-up strategy in place before the trade show. Enter emails and contact information into a database the day after the show and send emails soon after. Prompt replies demonstrate professionalism. They also let prospects know you're serious about doing business with them.

Don't ignore show leads. All too often leads captured at trade shows are ignored by sales reps. Instead of ignoring these prospects, which guarantees you a zero percent return on investment, reach out to them with a simple question—how would you like to receive additional information? Their response will let you know how interested they are. Send interested prospects the information they want right away. Many times that information is a case study, white paper, webinar, or e-book.

Customize your response to the trade show. For vendors that attend multiple trade shows per year, make sure that the emails you're sending prospects after the event reflect the trade show they attended. Prospects will probably ignore an email that is too generic. And, they'll definitely ignore an email that mentions the wrong trade show.

Offer one primary call to action and one subsequent call to action. A good marketing rule of thumb is to never offer more than one call to action for a particular product or service. However, because prospects from trade shows are in different stages of the buying cycle, it's customary and appropriate to offer two calls to action. The first should ask them to speak to a salesperson or make a purchase—this captures those that are ready to buy. The second should ask them to request information—this captures those that need more information before they're prepared to buy.

Don't give up. Many vendors and sales professionals don't truly follow up on a prospect. It's not enough to send out an email or make a phone call or stop at the first objection. Your sales team's job starts when the Prospect says "no." Many stop after the first few attempts after being rejected or not responded to. The truth is that the sale happens usually after the 4th or 5th conversation. You must be persistent! The best attribute any sales team can possess is persistence. Don't be afraid to go out of your way to make a connection.

About Gilbert and Gilbert experiential exhibits: Gilbert is a custom trade show exhibits, environment, and event firm with over thirty years of experience and three units: Exhibition, Architectural and Live. Gilbert's team of expert craftsmen and designers have decades of experience creating exhibits and architectural spaces that optimize traffic flow and capture attention in a variety of markets. Gilbert Live handles every aspect of planning and producing promotional and corporate events.  

Media Contact: Desiree Olivera, Gilbert, 631.577.1100,

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