Differentiating Your Event Follow-Up

You’ve just gotten back to the office after a hectic week away at an industry conference (like Dreamforce ‘14!) or another event, and you have a million things to do at once. You have hundreds of emails to read, tons of information to share with your team, and lots to catch up on. But most importantly, you want to follow up with every single new lead you connected with at the conference – and do it fast.

The problem is, everyone else that attended the event is thinking the exact same thing. Prospects will be getting a ton of emails and calls from many different sales reps, all thanking them for visiting a booth and trying to turn a conversation into a deal. Out of all of those many messages and calls, how can you ensure that your follow up catches someone’s interest?

It’s tough to stand out from the crowd, but with the right tactics, you can turn those cursory conference leads into real business for your company.

Prioritize Personal Connections

There’s almost no way that you can quickly follow up with a phone call to every single new lead from the conference. Instead, you should prioritize the people you actually had a good conversation with in-person. At the conference, you should take notes on the back of the prospect’s business card, writing down important contextual information before you forget. Even if you’re great with names, after having 50 or so of these conversations throughout the week, you’re bound to forget details if you don’t take notes. When you get back to the office and call that prospect, remembering details like their children’s names and their business pain, will lead to a much stronger connection. This type of high-quality conversation will be much more likely to convert to a deal in the future.

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Chase the Opt-Ins

After the event, your marketing team should be sending out relevant email blasts to new leads that engaged with your company at the conference. After you follow up with all of your personal connections, the leads that opened those emails should be your next step. Anyone that downloaded an eBook, read a blog post, or clicked on a link in an email is a higher quality lead than the others. You should call them up first, and try to engage them further. However, you should not lie and pretend that you met them in person at the conference. Instead, be honest, and don’t talk about yourself or your business. Talk to them about their business problems, and try to find out if your product could help them with their problems. You should always be helping your prospects improve their business.

Offer Value

For any other leads that you have a chance to reach out to, the key is to always offer them something valuable. Send them content that is relevant to their business, offer a personalized webinar, an eBook or a live demo of a product that could help their business. It’s also important to be creative and stand out from the crowd when it comes to following up. These colder leads are getting a lot of emails and calls, so why should they talk to you? Try something crazy like a funny video or an unexpected image in an email. On the phone, try to come up with an amusing opening line that relates back to the conference you just attended. The worst thing that can happen is they’re not interested – but you’re more likely to get their attention with something different than by just being boring and professional.

 

It’s nearly impossible to turn every lead from an event into a deal, but with the right tactics you can convert a much higher percentage of leads into positive sales conversations. Focus on personal connections, find engaged leads, and try to stand out with different tactics. With the right follow up, you will close more deals thanks to that event.

 
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