3 Strategies to Turn Tradeshow Conversations into Conversions

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At every tradeshow, you’re surrounded by opportunities—people eager to connect, collaborate, and create something new. But here’s the stark truth: 80% of leads generated at these events go un-followed.

And only 3% of your market is ready to buy today.

So, with all the handshakes, the engaging conversations, and the exchanged smiles you’ve made standing on your feet all day, what do you do? They mean nothing without follow-up.

So…what do you do?

Imagine the impact on your business if every lead you generated turned into a meaningful relationship or a new client.

Was this newsletter forwarded to you?

Maximize your ROI and how simple yet strategic actions can transform your conversations into long-lasting partnerships.

Read on to uncover practical strategies to ensure your efforts don’t end at the tradeshow booth but lead to measurable results for your business.

What’s the point of collecting business cards if they just gather dust on your desk?

Let’s dance.

First Touch - Share Something Useful

Trade shows are one of your top areas for finding opportunities. Every interaction—whether a quick handshake or a detailed discussion—represents a chance to build relationships and secure future business. But here’s the harsh reality:

• The follow-up isn’t there on your end

• The customer isn’t ready to buy your offerings - timing is everything

• There is an overwhelming number of other people and options to choose from

• You have new and other priorities to focus on post-conference

Let that sink in.

You’ve spent time and money preparing for the event, setting up your booth, and engaging prospects. Without follow-up, all that effort is wasted. Those connections, brimming with potential, turn into cold, forgotten memories.

The simple act of following up can transform casual interactions into contracts, moving your business forward while others let their chances slip away.

You should care because the cost of inaction is significant. It’s not just about leaving money on the table—it’s about losing momentum, missing out on partnerships, and damaging your brand's reputation as a professional, reliable player in the industry.

I speak about the importance of tradeshows here. Today I’m discussing the follow-up. Things move fast, I was just recently at a tradeshow in New Orleans and the days went by in a blur! Follow-up is critical now, especially around the holidays.

Second Touch - Here’s What You Can Do About It

Here are three strategies to make sure your follow-ups are effective and impactful:

1. Prioritize Hot Leads First 

   1. Not all leads are created equal. During the show, take notes on the level of interest and immediacy each prospect displays. Afterward, rank these leads—hot, warm, and cold—so you can prioritize your most promising opportunities.

2. Personalized Communication

   1. Generic emails won’t cut it. Reference specifics from your conversation. For example: “It was great to hear about your expansion plans into the Southeast market. Here’s how we can support your growth goals.” Personal touches show that you were truly listening, making your outreach stand out.

3. Timely Action 

   1. Time is your enemy. Research shows that the sooner you reach out after an event, the more likely you are to get a response. Strike within 48 hours while your conversation is still fresh in their mind. Tools like email templates, scheduling software, or even post-show automation can help you stay on top of this crucial window.

Third Touch - Dive Deeper

Remember that everyone will also be following up after the tradeshow. How do you make sure that you are at the top of the pile and the priority?

Consistent follow-ups give you an edge over competitors who let leads go cold. They demonstrate that you’re serious about doing business, setting a tone of professionalism and reliability.

More importantly, follow-ups open the door to building long-term relationships. Every touchpoint reinforces your brand’s value and keeps you top-of-mind when the prospect is ready to act. Over time, these efforts contribute to a stronger network, better word-of-mouth referrals, and higher conversion rates.

Additionally, effective follow-ups foster trust.

They show that you’re not just interested in making a quick sale—you’re committed to understanding and solving the prospect’s challenges. This makes you a partner, not just a vendor, giving your company a strategic advantage in competitive markets.

Build the Bridge - Don’t Burn It

Follow-ups are where real business is won. All the effort you’ve put into planning, attending, and engaging at the tradeshow culminates here. Think of follow-ups as the bridge between interest and action.

Failing to follow up isn’t just a missed opportunity—it’s a disservice to your potential clients. They’ve expressed interest, taken the time to connect with you, and are now waiting to hear how you can deliver value. Don’t let the relationship fall apart due to inaction.

Instead, focus on turning your tradeshow efforts into measurable outcomes. A successful follow-up strategy builds lasting connections, boosts your reputation, and ensures your tradeshow investment pays off.

Pack Some Additional Punch

Here are a few tips to really hit it out of the park when reaching out

Build Your Follow-Up System

• Step 1: Before your next tradeshow, create a post-event follow-up plan. Include email templates, a lead-ranking system, and a schedule for outreach.

• Step 2: Designate a team member to oversee lead follow-ups and track progress in a CRM or spreadsheet.

• Step 3: Review your past trade show leads. If there are connections you failed to follow up on, reach out now—it’s never too late to reignite the conversation.

• Step 4: Use Airtable to build your own tracking system on how you want to track your leads, whether it’s for building partnerships, joint ventures, or reach back out in 6 months, etc.

  • If you want to build your own CRM, Airtable is a great way for you to be able to design your own flexible CRM system (outside of your company’s CRM system) for each conversation.

Making these adjustments today ensures you maximize the ROI on your next tradeshow and every event thereafter. Take action now, and watch your tradeshow efforts translate into real-world results.

What the Internet Taught Me This Week

From new tools, recent trends, and market updates, here is what has been on my mind.

1. Sponsored ads and your politics - Very interesting article on who clicks on what based on political views, and who gets seen

2. The Beneficial Ownership Information requirement is still a hot mess. Only 30% of businesses have submitted. If you haven’t submitted yours, it’s due NLT end of the year, even while a federal court in Texas temporarily blocked the enforcement of the reporting rules.

3. The Cybersecurity Maturity Model Certification goes into effect on December 16, 2024. Not sure if your systems are compliant? Check to see what Level you need to be at in order to make sure there is no slowdown to future contracts if you work with the Department of Defense.

The difference between missed opportunities and business growth often boils down to one thing: follow-up. By taking immediate, personalized action, you ensure your tradeshow efforts are more than just appearances—they’re the foundation of future success. Don’t let inactive be the reason you didn’t get the meeting or the deal.

Whether your lead was a hot prospect or just a casual conversation, your ability to reconnect with them speaks volumes about your professionalism and dedication. So, as you prepare for your next event, ask yourself:

Am I ready to follow through?

Remember, it’s not just about collecting leads; it’s about cultivating them. Start today and watch your tradeshow investments yield lasting rewards.

One effective authentic follow-up can help you land a great client.

Maybe you can’t do it at scale, but it sure is quality over quantity.

See you next week.

Whenever you're ready, there are 4 ways I can help you:

1. Unlocking Hidden Potential - Reconnecting with Past Clients for Explosive Growth - Check out my free eBook on how you can find hidden gems in your past clients and help you crush your sales goals.

2. Build your Sales CRM - Download our free Sales eBook on How Your Sales Team Can Maximize Your CRM Tool. Whether it’s Hubspot, Salesforce, or another CRM tool, make sure you leverage it to your advantage.

3. Awesome Sales Resources - Transform your sales engagement and capabilities across Social Selling, CRM, Lead Generation, Enablement, and more.

4. Cribworks Advisor Program - Want more than just resources? Reach out to me and see if our Advisor Program can help you grow your business.