Business professionals who attend and exhibit at trade fairs, conferences and other major networking events around the world each year could be failing to convert business opportunities made on-site due to poor sales and marketing tactics post-event, according to research published by Cvent at IMEX Frankfurt.
More than 2,000 UK business executives took part in the research, with all respondents had attended at least one tradeshow, conference or major business networking event in the past 12 months.
Generic on-site sales pitches, misspelled names or incorrect company labels and job titles in follow-up communications, pushy and overly assertive salespeople, ‘hard-sell’ techniques and selling unsuitable products or services as well as being harassed by persistent phone calls were highlighted as top reasons attendees would not do business post-event.
When respondents were asked what factors would make them want to continue and progress business with someone post-event, more than a third said ‘if they remember important aspects of my business needs’ and a further 22% ‘if they made [the follow-up] personalised’. 17% said ‘if they reached out to me after the show before I reached out to them.’
19% of respondents said they like to connect with a contact they made at a show/ event within 24 hours after the event has ended. Nearly half (47%) wanted to be contacted within a few days while everything is still top of mind.
Nearly half (42%) said they preferred email for first contact after the event. Just 15% like the first point of contact to be via the phone.