Wow! You made it through numerous buyer meetings and several evening networking events. So now you can relax and watch the orders come in – right?
Wrong! Your work on the road to sales has just begun! Take some time after your last meeting and before you head off to relax to do a quick recap of the event while it’s still fresh in your mind.
How successful was it? What were your pre-show expectations and were they met? Do you feel the potential sales and goodwill fostered justified the cost, including opportunity cost? I have seen several companies pull out of various shows because they did not feel the ROI from attending the show met their threshold.
What went well and what could have gone better?
- Were your pre-show preparations thorough?
- Logistical aspects – did you arrive on time? Did your samples, exhibit, and room extras show up on time?
- What can you skip?
- What did you forget and want to be sure to include next time?
- Did you sponsor a show event – breakfast, breaks, dinners, etc.? Would you like to at subsequent events?
- Where was your room located? Would you want the same location again or would you prefer it closer or further from the front?
Once you’ve answered these questions you can create a planning document for future events with a more comprehensive checklist to improve the experience.
Next, you want to compile the feedback you got on your presentation including what you may have discovered during discussions with the buyers that would be helpful to remove, include, or expand on. I’ll cover that in my next post.