While you're still at the show you can have a post card, letter, fax or e-mail sent out to the prospects thanking them for stopping by the booth and informing them that your information packet will arrive soon. After sending the information packet and a well-chosen promotional item, follow up with a phone call to make sure that the prospect received the package, and to see what else they might need to make a buying decision. If appropriate, try to set up a time for a meeting. The meeting would be another opportunity to present the prospect with a promotional gift as a thank you for their time. If the prospect doesn t agree to a meeting, or if a meeting isn't your objective, follow up your call with another mailing, fax or e-mail.
Guerrillas know that most business is won because the competition gave up.
Don't give up. Keep these prospects on your mailing list by sending them your specials, media releases, articles, case studies, newsletters, brochures, samples, trade show invitations, holiday card and, of course, promotional items. If a customer requests information, materials, or a catalog, and you fail to respond, the customer will assume you don't really care about the business and will switch vendors. They may assume that you conduct all your business in such a shoddy fashion. That's why guerrillas must manage their leads.