10.0 After the show

Keep your list of attendees, their business cards and your notes about them - They may have some future use. Even though many of the people at the show may not immediately become buyers of your product or services, you have the basis of your own mailing list - And, with proper follow-up, a number of potential future buyers.

Follow-through with delivery of orders - This is the first critical step you must take when you return from the show. Make sure all orders are scheduled and delivered on time. And, either you, or your rep that booked the business at the show, should follow-up with the buyer - Confirming and following up on the order(s).

Your address book - Create your address book. Many computers come with the software to create these books - Use it. These software programs allow you to organize much information about your clients - Names, addresses, e-mail, phone numbers, preferences and notes…All which can be sorted for various needs and promotions. Otherwise, use your software to create your own unique data base entries. Again, it is time consuming to set this up - But, it will be a useful tool for you.

Thank you notes and invitations - Send simple thank you notes to everyone that visited your exhibit. And, invite them to visit your company if they find the occasion to be in your area. Some may take you up on the offer.

E-mail announcements and offers - Follow through with occasional e-mail announcements and offers. But, don’t become a spammer - People will start blocking your e-mails.

It is important to mention that when you are sending e-mails, it is best to have an e-mail address with your own web site URL as your e-mail address (that is, me@mycompany.com) - This is important, as some companies do not accept e-mails from public sites (such as the free e-mails accounts offered by the major search engines, or even some of the popular ISP paid services). This helps them cut back on spam mail.

Postal service mailings - Again, follow-through with the occasional offer or announcements of special events, sales or new products.

Personal Visits - This is where your address book can be useful. If you are traveling somewhere, check your address book. If anyone in it is nearby your destination - Contact them to see if you can get an appointment to visit them while you are there. This is a practical use of your time and travel expenses.

Invitations to future shows - If you participate in the same show again (or even other shows) - Send out invitations to everyone in your address book. Many may be returning to the original show, or attending the other shows in which you are exhibiting.