As every exhibitor knows, there are three stages to every trade show: the pre-show stage, the show stage, and the post-show stage. Many underestimate the potential or significance of the post-show stage.
After you’re done showcasing your company’s prowess through the trade show exhibit, it is the post-show analysis that will tell you if your show booth was successful. One of the most important aspects of the post-show stage is the follow-up mail to every lead. This is the most crucial step that turns leads to sales.
Here are a few things to remember while you write follow-up emails:
- Make it Easy for Them to Respond
Make sure your subject line and call to action are as specific as possible. The more emails your prospect receives every day, the less likely they are to read any of them. If you send them a wall of text with no clear direction, it is likely they are not going to reply. If you want them to take a certain action – tell them! You can add in the trade show graphic if you feel that there is too much text.
- Don’t Flag your Email as a High Priority
No matter what you’re selling, your follow-up message is not a matter of life and death. Marking a sales email as urgent when it’s not, comes off as arrogant. This could get your message deleted rather than ensuring it gets read. Take the time to write a relevant, punchy, personalized subject line if you want to stand out in your lead’s inbox.
- Be Respectful of Their Time
Give prospect’s a reasonable window of time before sending a follow-up message. Even if you have to follow-up five times as is required by most sales. You can avoid spamming your prospect by spacing them out appropriately. Sending a follow-up email too soon tells the recipient you don’t respect their busy schedule.
- Timing is Everything
f you’re not concerned about getting the timing right, your follow-up technique is wrong. One of the most important aspects of an effective follow-up is when you press send or schedule to send your emails.
So, here’s the big question: how long should you wait before sending a follow-up email? The bad news is that there’s no easy answer. The best time and day to send an email vary greatly depending on who you’re contacting. The good news is that in most cases, you can confidently follow-up every three to four days without making your prospect feel overwhelmed.
It is natural for people to forget things. Be the exhibit systems at the trade show or the follow-up email. This is why you need to make sure to send a follow-up email. This shows that you are keen to further your business relationship with them. But remember to give your leads time to respond. Just like you, they also have bust schedules.