Set the purpose of attendance
Decide whether the show is intended to introduce a range, meet prospective partners, support existing accounts or open project conversations. Each purpose changes the stand brief and the information the team needs to capture.
Choose a few meaningful questions for the conversation: application, timing, buying role and requested next step. Avoid collecting a large amount of information that nobody will use.
Make the next action explicit
If someone asks for samples, record the products, delivery requirement and person responsible. If they need technical advice, route the enquiry to someone qualified to answer. A general brochure email is not an adequate substitute for a specific request.
Separate customer conversations, partner discussions and low-fit contacts. Use the visitor’s stated interest and relevant permissions to guide follow-up, rather than sending every scanned contact the same campaign.
Prepare the handover before the stand opens
Agree where records go, who checks them, who follows up and how completion is recorded. Prepare useful materials and a route for exceptions, such as urgent project requests or questions the stand team cannot answer.
The accompanying planner provides suggested phases and prompts. Its timing is illustrative; adapt it to customer expectations, team capacity and the event.
Review progression, not just volume
After the show, review which conversations moved to meetings, samples, quotations or another relevant step. Compare this with the original objectives and the full cost of attendance. Long sales cycles may require later reviews.
Do not describe all subsequent sales as caused by the event. Record existing relationships, other activity and uncertainties. EF Consulting’s implementation service includes exhibition planning, lead handover and post-show review within the agreed scope.
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 →