You're at a trade show with your sales team. How can you ensure seamless handoffs and follow-up continuity?

1 Pre-Show Prep

Before the trade show even begins, your team should be well-versed in the products or services being offered. This includes understanding unique selling points and being able to articulate them clearly to prospects. Assign roles to each team member, ensuring that everyone knows their responsibilities, from greeting attendees to capturing lead information. Use role-playing exercises to practice smooth transitions between team members, so that when a handoff occurs, it feels natural and doesn't disrupt the flow of the conversation.

2 Lead Capture

When you're engaging with attendees, make sure to collect their information in a consistent and organized manner. Utilize a digital lead capture system that all team members can access. This could be a simple app or a more sophisticated customer relationship management (CRM) tool. The key is to ensure that the information is recorded in real-time and is easily retrievable for follow-up. Train your team on how to use the system before the show to avoid any on-site learning curves.

3 Handoff Signals

To manage seamless handoffs between team members, develop a set of discreet, non-verbal signals. This could be something as simple as a specific hand gesture or positioning of a business card. These signals will help your team communicate in a noisy, crowded trade show environment without interrupting the flow of conversation with a prospect. Make sure every team member understands and can recognize these signals to maintain professionalism and ensure no lead is left unattended.

4 Follow-Up Strategy

Create a follow-up strategy that begins at the trade show itself. This means categorizing leads based on their interest level and potential for conversion. Develop a timeline for follow-up actions, such as sending a thank you email within 24 hours or scheduling a call within a week. Each team member should know their role in the follow-up process, whether it's making the initial contact or conducting a more in-depth discussion at a later stage.

5 Team Debriefs

At the end of each day, hold a brief meeting with your sales team to discuss the day's leads. This is the time to share insights, evaluate the effectiveness of handoffs, and make adjustments for the next day. Encourage open communication and feedback to continuously improve the process. These debriefs are also an opportunity to ensure that all leads have been properly recorded and assigned for follow-up.

6 Continuous Improvement

After the trade show, review the entire process from preparation to follow-up. Analyze what worked well and identify areas for improvement. Gather feedback from your team on the handoff process and the tools used for lead capture and follow-up. Use these insights to refine your strategy for future trade shows, ensuring that with each event, your team becomes more efficient and effective at managing leads.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?