Many people do not take advantage of trade shows and industry events. Those in sales selfishly chase potential clients who rarely respond to an outreach after the show. Some think everybody is a client or immediate referral source. After a recent trade show one consultant emailed me his web brochure and asked me to think of him. I have no connection to his business or connection with an immediate need.
The best way to use these expensive opportunities is to find people that you enjoy. Focus on quality conversations that are likely to be remembered after the show. Ask people to follow-up for coffee or lunch. If that's not possible check in by email. Don't ask them to visit your website or learn more about your service offering.
For example I met somebody at an event a few months ago. She works in an industry that is of interest to me. We had a great conversation. After the event I reached out to ask for connections to a few people she knows. It was not a problem for her and actually helped her get back in touch with them. We like talking to each other.
My sales business is based on these connections and the ability to leverage this network in a way that is respectful and helpful for them.
I should amend this post. It makes sense to follow-up with a direct sales outreach with somebody who expressed an interest at the event. In my experience most of those conversations don't do anywhere rather the indirect connections work better.
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