You have just made one of the most important investments in your business future - your time, money and resources. You next step is a debriefing session with the team who worked the booth. Ask these questions.

• What went right?
• What could have been done better?
• If we could turn back the clock and work this show again (knowing what we know now) what would we change? What would we do differently?
• How will we improve our next performance?
• Who should be rewarded for outstanding achievement?
• What do we need to start doing now, to be ready for the next show?
• What is our plan to turn this into a great return on investment? Ask: How can we turn this into a gold mine?

Now What?

Example: In the timeline process you decide to make ten contacts each week to follow up with the new prospects you met at the show. Effective follow-up begins in the pre-planning stages long before the show opens. Be sure that during your pre-show production phase you design this campaign to meet your goals.

This is important - your leads are fresh, they are hot and timing is critical. So many times organizations drop the ball here. They wait to design the follow-up plan after the show. Then it's always something. Other management teams need to agree and compile the strategy, and heaven forbid there is a committee involved that will need to approve everything.

Then there are meetings to attend, phone calls to return, e-mail to answer, orders to fill, mandatory training sessions, late orders to track, your bread and butter customers need hand holding, overdue deadlines, fires to put out, more committee meetings, throw in a trip to the west coast, plan for the next show and hey - get a life too. In your spare time you can follow up on your leads from the show. The leads get cold - fast - real fast. How fast? Think about this: your odds of closing a hot prospect will diminish over 80 percent within 30 days. Chances are your competition at the show will contact them first, and your credibility may need rebuilding. Will you need another show to do that?

Making phone calls can be a great way to make contacts. Many organizations ignore, and miss the opportunity for post-show exhibit information gathering, and evaluation, with their qualified leads. This is a good way to reestablish rapport, and get feedback about the overall show and the exhibits, including the competition. It is time to develop the relationship, complete a detailed needs analysis, create proposals, ask for the orders and close the sales.

Here are some tips for the ultimate marketeer:

• Design your follow-up marketing plan way in advance.
• Write your follow-up letters before the show.
• Design and print your post cards for follow-up.
• Plan your phone scripts.
• Coordinate the timing of this process with data base management systems.

Timing is everything

You will get noticed if you use special sending options like Federal Express (from the image perspective, the best way to send a package); you also need a huge budget, so look at the options.

If your timing is good, you will have visibility as long as you don't land in the huge pile of mail. You and your organization will be remembered from the show if you have developed good rapport. The prospect will be looking for these things.

Dependability: Did you send what you said you would? Image: Does the package, letter, post card, live up to the prospect's image of your organization? Personal Contact: Are your phone calls effective? Are you asking the right questions? Are you developing rapport with each contact?

Now the big question: How many times should you make contact? Many studies show that the sale is made after the eighth contact. Most sales people send one or two letters, make a few phone calls, sometimes ask for the order, rarely develop a relationship and expect to make a real good living. Get real. Doing the same thing over and over again but expecting different results, is a great definition of insanity.

Develop relationships, maintain a good image and reputation for doing what you say you will do, deliver what you promise. By helping people get what they want, you will make a very good living and enjoy a very rewarding career.