To process show requests speedily, that is, within 24 hours, you need a system in place before heading off for the show. At the end of each show day, either email or fax your leads to your inquiry handlers who should be ready to roll with requests for literature, samples, etc. The quicker you respond, the more you separate yourselves from the competition as well as make a favorable impression.

Send your visitors an email thanking them for the time they spent at your booth, and let them know that the information they requested is on its way. Mark your package with a neon-coloured label that says “Information You Requested at the All Products Expo.” It’s more likely to wind up in the right hands rather than in the trash. Make certain you include all necessary “where-to-buy” details, including the names, addresses, phone and fax numbers and email addresses of your sales offices, dealers or distributors.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.