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Eve Fitzhenry Consulting

Worksheet · EF Consulting

Trade-show follow-up planner

Plan the handover before the show: what to capture, who takes responsibility and what the visitor should receive next. The suggested phases below are illustrative and should be adapted to the event, the sales cycle and the team’s capacity.

Practical guidance · Examples are illustrative unless linked to a named case study.

Before the event

Agree objectives, capture fields, ownership and the follow-up materials. Brief the stand team on how to distinguish a sample request, a partner discussion, an existing account and a project enquiry. Decide how urgent requests will be routed.

During the event and initial handover

Record the visitor’s specific requirement and agreed next action. Review records while conversations are still fresh. At handover, check that every actionable enquiry has an owner and that any requested information can actually be supplied.

After the event

A suggested first review is within the first working week: confirm whether promised actions happened and identify any stalled handovers. Set a later commercial review that matches the sales cycle, rather than expecting long-term projects to close immediately.

Record progression and limitations alongside event costs. Separate activity, opportunity and revenue measures; the planner does not establish attribution by itself.

Use and keep your plan

Use the editable prompts below for a team discussion, then print or save the page as a PDF. Entries stay in this browser tab, are not saved after reload and are not submitted. Do not use this public worksheet to store personal lead details.

Your working notes

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Context and further reading

Prepared by EF Consulting from the service scope and planning approach described on this website.

Implementation and Ongoing Support: scope and approach →

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Why trade-show leads need a follow-up plan before the event →What should a six-month manufacturer marketing plan contain? →
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