Post-Conference Follow Up: Top Tips for Networking

By September 26, 2017
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Post-Conference Follow Up: Top Tips for Networking

Have you ever sent a post-conference email that started out like this?

“Hi, I saw you had a chance to stop by our booth and I was wondering if …

Blah Blah Blah…”

Chances are, you have either seen one of these emails come through your own inbox or you have written one yourself. Unfortunately, you are not the only SDR using this format with the hopes of getting a meeting. The process is usually something like this: You place everyone in your territory into a format, begin your cadence and then start firing off canned emails.

Relevant emails drive 18X more revenue than broadcast emails (source: Jupiter Research)

A flood of emails just like these will flow into inboxes after a conference from every SDR at every company involved with the event. That’s exactly why when you’re following up on these leads, it’s important to break through the noise and make your outreach different than everyone else. Taking the time to personalize your outreach really does pay off. In fact, relevant emails drive 18X more revenue than broadcast emails. Here are a couple of tips that might help, depending on which outreach technique you’re using.

Email

Ok, so your prospects are getting a ton of prospecting emails regardless if they attended an event or have been hiding under a rock for the last year. Also, your marketing team is sending a follow-up to all attendees who’ve been scanned, so this is a LOUD channel to begin with.

Still, there are some ways to rise to the top of those inboxes:

  • Include personalized subject lines with the prospect’s name and something that you or one of your team members specifically remember talking about with him or her.
  • In the email content, it’s important that you do not oversell. Stick to the topics that were advertised at your booth or what he or she discussed while at your booth.
  • If you didn’t speak to them or have no context as to why they visited your booth, do sales research like you normally would. Understand the “why” behind the reason your product or service makes sense for both the individual and his or her company. Above all, do not stick with the traditional thought process of “they came to the booth, therefore they want a meeting.”

Calls

When calling, it’s important to remember that most people are returning home from the event and most likely burned out. With that in mind, be curious and DO YOUR RESEARCH before picking up the phone. Here are a few additional tips that have helped me in the past:

  • Go with phrases like “I saw you had a chance to visit our booth. Is there anything I can clear up for you?” or “Did you get a chance to speak to anyone about (your company) while at our booth?” This language is helpful, genuine and starts a conversation geared toward a partnership rather than just another vendor.
  • Always ask if they grabbed some swag from your booth. If not and you have extra on hand, offer to send it.
  • Don’t sound salesy and don’t be too forward. Remember, traveling is tiring, so you can increase your chances of a successful follow-up simply by being personable.

Events are the best places to book meetings because companies are paying to send their best employees to go there, find new tools, learn new things, and get some value out of their trip. If you play it right, you can provide the value that makes the trip worth it!

If you want to learn more about getting the best sales research post-conference to take those emails and calls to the next level, try out EverString’s AI sales capabilities for free with our 7-day trial.

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