Trade shows put your product or service in front of prospective buyers. Exhibitors can meet customers from across the country and around the world. That face-to-face contact is one reason shows remain popular. Research cited here suggests many prospects are more likely to buy after seeing a product at a show. Exhibitors may also see a rise in website traffic afterward.

You have just celebrated the trade show exhibition of your life, and you’re ready to pour some champagne for all of your days of hard work. After you have taken a moment or two to celebrate and you have gotten a peaceful night’s sleep, you will need to move forward with the next step in the sales process–the follow-up. If you are one of those exhibitors who love presenting at trade shows but shudder at the thought of following up with prospective clients, here are some tips for moving you toward a close and a sale.

Be sure you have contact information so that you can follow up quickly

It sounds obvious, but you cannot follow up without a prospect’s contact details. Collect accurate information before the show ends. Give your team a clear way to capture and organize each lead.

• Use a tablet to have prospective clients give their contact information at your exhibit.
• Scan potential client business cards to keep contact information at the ready.
• Offer raffles and prizes if people leave their contact information.
• Have a prize for any business that gives you the most contacts.
• Offer to post potential clients’ business cards during your display.

Reach out during the trade show or conference with social media and blogs

Start connecting with potential clients while the show is still underway. Share useful observations through a blog, video, or social post. Show your exhibit on platforms your audience uses, such as LinkedIn or Instagram. With permission, tag businesses you met. Offer useful advice before you ask for a sale. That approach shows prospects you value the relationship.

Invite a potential client to contribute to a blog, video, or social post. You can discuss a topic you both know well. The collaboration helps you build a stronger connection and introduces each business to a wider audience.

Create a timetable for your potential leads so they don’t fall by the wayside

It is thrilling when you get the opportunity to bask in the glow of a successful trade show exhibition. However, you don’t want to waste precious time connecting with potential clients once the trade show ends. Many successful businesses create timetables or calendars so that every lead generated during a trade show is optimized. For example, how long will it take you to get all of your new contacts and leads’ information into your CRM (Customer Relationship Management) system? How long will you wait in between initial contact and follow up contacts? If you have a timetable in front of you each day, you’ll be able to turn more of those prospective customers into actual customers.

Focus on relationship building, not immediate gratification

Strong customer relationships rarely happen overnight. Some trade show contacts may become customers quickly. Others need time and steady attention. A prospect may be waiting for financing, new staff, or the next purchasing cycle.

Look beyond the immediate sale and build a lasting relationship. A prospect who is not ready now may buy later. Stay in touch with useful information, such as an article relevant to their business. Add a short personal note and skip the sales pitch. Regular, thoughtful contact helps your company stay top of mind.

Not all potential leads turn out to be good clients, but they are still valuable

After a successful show, you may be eager to turn every lead into a sale. Some contacts will not need your product or service. They can still be valuable professional connections. Keep in touch when it makes sense. A contact who trusts your work may refer someone who does need it. Word of mouth can be an important source of new business.