After you’ve put in the time and effort to get your trade show booth to the right level and ensure your team is ready to meet with potential clients, you can’t forget the importance of following-up with all of the people you networked with. The real measure of success for your latest trade show exhibit will come from turning the leads you’ve generated on the trade show floor into actual long-term sales.
Always finish off the sales process with immediate and continual follow-up to solidify the potential for a new sale. Depending on your preference or the preference of the individual you’ve met with, get in touch with them through mail, email, phone calls or a personal visit to maximize the chances that they will become a long-time customer. Your goal should be to make a sale that satisfies you and your company, but most importantly the customer. In doing so, you will hopefully create a mutually beneficial long-term relationship.
Closing the sale means that a potential customer has agreed to buy your product or services. To get to this point, you will have had to convince them that your company and product is a perfect fit for their needs. Give them case examples of other similar clients you’ve been able to assist with your products and let them speak with other satisfied clients for recommendations if necessary.
With intense global competition and an economic environment like we have today, remember that closing a sale may not happen immediately after your initial meeting. You’ll need to invest more time to communicate with the potential client and find the right way to meet their expectations. Keep your product on their mind by keeping in touch every so often and letting them know about new items or services at your company. Show them you’ve done your homework and educate yourself on their company and any new initiatives going on there that would benefit from your help. Getting to know your potential client will make them more receptive to sales calls and the other types of contact you have with them.
Whether you end up closing the sale or not, always follow up with customers to find out what you can learn from them for your future pitches. The most successful sales people will learn from their mistakes or past client interactions use them when working with future clients.