After the Marketing Conference

Just back from a conference? Keep the momentum going by getting in contact with the leads you've collected. First thing, get out those business cards and start converting leads into actual sales.

When getting ready for a conference or event, make sure to bring along some overnight mailers. This way, you can mail your leads straight to the office each night, for timely response. Don't let the passing of time cool off your leads! Next, do the data entry. If everyone at the office is too busy, you can contact a temp agency, as the best agencies have employees with the right skills who can be on-site in short time. A CardScan service could be a good investment. These devices scan business cards with greater accuracy than when entered manually, also simplifying the process.

Usually, the info on the cards you collect is current, so there's no reason not to contact your prospects by email immediately after the day's event. A simple 'nice meeting you' or 'thanks for coming by' are appropriate intros, and be sure to include a link to relevant info in your message. You could also attach marketing materials. Timely follow up often makes a favorable impression on prospects.

If the contact didn't provide you with an email, you can send a similar message by post. Also send info by post to those who you've already emailed. It may seem redundant, but when considering that nearly seventy percent of emails are filtered by anti-spam software, you can't really be sure your message made it to the intended recipient. Redundant contact is a better bet.

After you've entered new contacts into the CRM system, schedule some times to call them. It's best to give them a while to return from the conference and get settled in at work. Often, making a series of calls during a dedicated block of time will help you put off other distractions. Mid-morning tends to work best. Remember, these are not 'cold calls.' Instead they are follow up calls, directed to those who have already shown interest in your product or service.

When calling, introduce yourself by your full name, and let them know that you're interested in hearing what they thought of the conference. Also ask if it's a good time for them to talk. This professional courtesy will also help you determine if you're calling at a time when the prospect is comfortable talking. If it isn't a good time, simply ask when you should call back. The real purpose of the call is to find out the prospect's motivations and whether or not they are considering a purchase. You can also enter a suggestion of a next step for them to take. After your suggestion, ask them if they agree. Their answer could tell you a lot.

According to research, only one in four purchases occur within six months. Almost half take a year's time or more. Telemarketing is relatively expensive, so you can save costs by starting out with more inexpensive methods. This can be done monthly with a postcard or email - you'll stay in contact for a longer duration for less. Save your sales calls for your best prospects only.

You should be prepared to answer some questions such as:

- What are the main reasons why someone would purchase from your company?
- Why do they need you and your services?
- Why should they choose you over one of your competitors?

You can attain sales success by:

- Reaching the right prospects
- Reaching them at the right time
- Providing them with the right offer

A prospect's needs tend to stay consistent over time. Success can be attained through an ongoing schedule of follow up communications.