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How can you use humor and storytelling to improve your trade show follow-up calls?

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Trade shows are great opportunities to generate leads, but they are also challenging to follow up on. You have to compete with dozens of other exhibitors, stand out from the crowd, and persuade your prospects to take the next step. How can you use humor and storytelling to improve your trade show follow-up calls and turn leads into customers? Here are some tips to help you.

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Kana LiVolsi

Top 100 Global CMO. 40 Under 40. Founder: Award-Winning Studio Trusted by Fortune 50 + Disruptive Start-ups. Ecosystem…

1 Be relevant and timely

The first thing you need to do is to call your leads as soon as possible after the trade show. Don't wait for weeks or months to reconnect with them. They might forget who you are, lose interest, or choose a competitor. Instead, call them within 48 hours and remind them of your conversation at the booth. Use humor and storytelling to make your call more memorable and engaging. For example, you can start with a funny anecdote, a joke, or a compliment that relates to your product or service. Then, you can tell a story that shows how your solution can solve their problem, using specific examples and benefits.

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2 Be personal and authentic

The second thing you need to do is to personalize your call and show your personality. Don't sound like a robot or a salesperson. Instead, sound like a human being who cares about your leads and their needs. Use their name, ask them questions, and listen to their answers. Use humor and storytelling to build rapport and trust with your leads. For example, you can share a personal story that demonstrates your expertise, passion, or values. You can also use humor to break the ice, lighten the mood, or overcome objections.

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Kana LiVolsi

Top 100 Global CMO. 40 Under 40. Founder: Award-Winning Studio Trusted by Fortune 50 + Disruptive Start-ups. Ecosystem Nerd. Change Agent — Creating Stories to Shape a Better Reality.
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Connections are all about mindset, intention and frankly, at a conference, wardrobe is your best friend. Whether you are wearing a sharp bight-colored 3 piece designer suit, or a $5 vintage shirt, bold glasses, a pin that shows your support for a marginalized community — show up at a conference dressed as YOU. Let your personality show physically, so that others can drop their guard and the real conversations can start. How you show up gives connection cues to people around you, so it’s important not to hide your personality in favor of “looking the part.” Wear something that makes you feel confident — your energy can set the stage for memorable conversation around your passions for connections that last far beyond the conference.

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3 Be clear and concise

The third thing you need to do is to keep your call short and sweet. Don't bore your leads with long-winded speeches or irrelevant details. Instead, focus on the main points and the next steps. Use humor and storytelling to make your call more impactful and persuasive. For example, you can use a metaphor, a comparison, or a contrast to explain your unique value proposition. You can also use humor to create curiosity, urgency, or excitement for your offer.

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Kana LiVolsi

Top 100 Global CMO. 40 Under 40. Founder: Award-Winning Studio Trusted by Fortune 50 + Disruptive Start-ups. Ecosystem Nerd. Change Agent — Creating Stories to Shape a Better Reality.
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Remember that your connections are also people. Just like you, they don’t want to waste time, be transparent and approach the conversations by showing up with the same human-focused energy that cemented your connection in the first place. Be able to laugh at yourself, the absurd dance of sales calls and come prepared with an exploratory mindset as well as actionable steps. The most important thing is to make sure everyone’s time feels respected and that the connection never feels like they are just a potential paycheck.

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4 Be respectful and courteous

The fourth thing you need to do is to respect your leads' time and preferences. Don't call them at inconvenient hours, interrupt them, or pressure them. Instead, ask them for permission, thank them, and follow up. Use humor and storytelling to make your call more polite and professional. For example, you can use a humorous disclaimer, a compliment, or a gratitude statement to soften your request or pitch. You can also use humor to acknowledge their concerns, objections, or questions.

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5 Be consistent and persistent

The fifth thing you need to do is to follow up with your leads until they are ready to buy. Don't give up after one or two calls. Instead, stay in touch with them and provide value. Use humor and storytelling to make your follow-up more interesting and relevant. For example, you can use a humorous subject line, a joke, or a teaser to get their attention and open your email. You can also use a story to show them social proof, testimonials, or case studies.

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Becky Colwell

Kind sales for kind businesses. Implement kind sales methods for ease. | Founders-121 & Group | Upskill support staff | Audit to successfully recruit your first salesperson | Speaker: Kind Sales
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Persistence is only useful when when you know that they are a match for your services, otherwise you are wasting their, and your, time. Qualify your leads as quickly as possible, and ensure (without assuming) that they are a good fit for what you have to offer.

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6 Be creative and original

The sixth thing you need to do is to stand out from the competition and make your leads remember you. Don't use the same scripts, jokes, or stories that everyone else uses. Instead, be creative and original. Use humor and storytelling to make your call more unique and memorable. For example, you can use a pun, a wordplay, or a rhyme to make your product or service name more catchy. You can also use a story to show them your brand personality, culture, or mission.

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Kana LiVolsi

Top 100 Global CMO. 40 Under 40. Founder: Award-Winning Studio Trusted by Fortune 50 + Disruptive Start-ups. Ecosystem Nerd. Change Agent — Creating Stories to Shape a Better Reality.
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My two top tips are (1) again, dress like someone who wants to have a conversation — don't polishing away your personality in favor of “looking the part” (2) find connection in your mission. Both of these tactics may be conversation-stoppers for some leads, but they will draw more of the right people to you and create an authentic connection that lasts beyond your in-person meeting and can’t be created with a gimmicky marketing ploy or copied by your competition.

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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?

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How can you use humor and storytelling to improve your trade show follow-up calls?

1

2

3

4

5

6

7

1 Be relevant and timely

2 Be personal and authentic

3 Be clear and concise

4 Be respectful and courteous

5 Be consistent and persistent

6 Be creative and original

7 Here’s what else to consider

Trade Shows

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How can you use humor and storytelling to improve your trade show follow-up calls?

1

2

3

4

5

6

7

1 Be relevant and timely

2 Be personal and authentic

3 Be clear and concise

4 Be respectful and courteous

5 Be consistent and persistent

6 Be creative and original

7 Here’s what else to consider

Trade Shows

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感谢您的反馈

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