From Leads to Customers
Proudly brought to you by 4E’s Consulting, The Great Childcare & Education Expo is fast-approaching – and if you’re joining us as an exhibitor, now’s the time to start thinking about how you’ll turn expo conversations into sales!
Exhibiting at The Great Childcare & Education Expo is a fantastic opportunity to connect with potential clients, industry professionals and decision-makers. But making a great impression at the event is only the first step. The real success comes in the follow-up — turning those promising conversations into loyal customers.
Here’s a step-by-step guide to post-event follow-up success:
1. Organise and Prioritise Your Leads
Before you even leave the expo, take time to categorise your leads. Not all contacts are created equal — some are ready to purchase immediately, while others may need nurturing. A simple way to organise them is:
· Hot Leads: Ready to buy or take immediate action.
· Warm Leads: Interested but need more information.
· Cold Leads: Casual conversations that may need long-term engagement.
Use a lead-tracking system, CRM software, or even a simple spreadsheet to note key details from each interaction.
2. Follow Up Quickly
Timing is everything! Studies show that businesses that follow up within 24-48 hours have a higher chance of conversion. Send a thank-you email or message referencing your conversation, offering additional resources, and reaffirming your interest in working with them.
3. Personalise Your Communication
Generic follow-ups won’t cut it. Address each lead by name and mention something specific from your chat at the expo. Did they express a particular pain point? Highlight how your business can solve it. Personal touches make your communication more meaningful and memorable.
4. Offer Value, Not Just a Sales Pitch
Your follow-up shouldn’t just be about making a sale, so be sure to provide value. Whether that’s through a useful blog post, a free resource, a case study or an invitation to a webinar, position yourself as a trusted resource — not just a vendor.
5. Schedule a Call or Meeting
Encourage engagement by offering to schedule a quick call, virtual meeting or even an in-person visit. The goal is to continue the conversation in a meaningful way that moves them closer to a purchasing decision.
6. Leverage Multiple Channels
Don’t rely solely on email — mix up your approach! Follow up with a phone call, connect on LinkedIn, or send a friendly message to their business social media account. Different prospects prefer different communication methods, so be adaptable.
7. Nurture Long-Term Leads
Not every expo conversation will result in an immediate sale, and that’s okay. Develop an email nurturing campaign that keeps your business top-of-mind. Share industry insights, updates, and occasional check-ins to keep the relationship warm.
8. Measure and Optimise Your Follow-Up Strategy
Track your follow-up efforts to see what works best. Analyse email open rates, response rates, and conversions to refine your approach. The more you optimise, the more successful your post-event follow-ups will be.
Final Thoughts
Turning expo leads into customers requires a structured, thoughtful approach. By following up promptly, personalising communication, providing value and staying engaged, you can maximize the return on your expo investment.
Ready to put these tips into action? The connections you made at The Great Childcare & Education Expo could become long-term clients with the right follow-up strategy!
The Great Childcare & Education Expo
The Trusts Arena, Auckland
Friday 9th and Saturday 10th May 2025
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