Following up after a trade show so it works

The show ends, you're tired, and there are forty business cards in your bag. This is where the real work starts, and where most people quietly give up. Following up well is boring, and it's everything.

Do it fast, do it specific

Within a couple of days, write to the people who matter. Reference the actual conversation: the product, the price, the joke you shared. A specific follow up gets a reply. A plain great to meet you gets deleted.

Sort your leads before you write

Not every card is a lead. Split them into three piles: yes, maybe, no. Write the yes pile first, with real next steps. The maybe pile gets a short note. The no pile goes in a drawer and stays there.

Make the next step tiny

The best follow up asks for something small: a quote, a sample, a call next week. Big asks get ignored. Small ones keep the conversation moving forward.

We treat the follow up as part of the trip, not an afterthought. It's the difference between a fun few days and an actual order. More on how we run the whole loop in our sourcing guide.

Frequently asked questions

How soon should I follow up?

Within two or three days, while it's still fresh.

What's the best first message?

Specific, referencing your actual chat, with one small ask.

How do I not lose the leads?

Sort them the same day, before the pile grows cold.