The lights have dimmed, the booth is packed away, and you’ve flown home. But if you’re in sales, this is where the real work begins. The connections made during the exhibition are only as valuable as the follow-up that comes next.

Our Sales Executive, Sam, shares his proven approach for turning exhibition leads into meaningful opportunities that drive real business outcomes.

Segment and Prioritise Your Leads

Not all leads are created equal. The first step after an event is to segment your contacts based on potential value and urgency. Flag the hot prospects, those who showed clear interest, decision-making authority, or had immediate project timelines.

Prioritising these leads ensures you follow up quickly while the conversation is still fresh in their minds. A prompt and thoughtful response can be the difference between a lead going cold and securing a meeting.

Personalise Every Interaction

Generic follow-up emails rarely get noticed. When reaching out, reference your conversation at the booth. Mention specifics; whether it was a product they showed interest in or a challenge they mentioned.

Tailoring your message shows you were listening and that you understand their needs. This personal approach builds trust and keeps the dialogue moving forward.

Multi-Channel Follow-Up: Don't Rely on Just Email

People communicate differently. Some may prefer a quick LinkedIn message, others might respond better to a follow-up call.

By using a mix of email, phone calls, and social media touchpoints, you increase the chances of your message being seen and acknowledged. A thoughtful sequence of interactions keeps you on their radar without being intrusive.

Share Content That Adds Value

Keep the conversation alive by providing content that is relevant to their business challenges. This could be a case study from a similar industry, a product demo video, or a recent article that aligns with their interests.

Valuable content not only reinforces your expertise but also keeps your brand top-of-mind as they consider next steps.

Why a Strong Follow-Up Strategy Matters

Exhibiting at a trade show is a significant investment of time and resources. Without a clear post-event follow-up plan, much of that effort can go to waste. A structured approach ensures that the leads generated at the event are nurtured into genuine business opportunities.

At Driscoll Brothers, we understand that the success of an exhibition isn't measured solely by footfall at your stand, but by the relationships and deals that develop afterwards. We work with our clients to create not just show-stopping booths, but strategies that deliver results before, during, and long after the event.