The Glass Show is Over, Now What?
GlassBuild America 2022 was well attended by exhibitors and guests. There was a lot of machinery on the floor and many new exhibitors. There also seemed to be more software companies than in years past as more businesses look to automate quoting, fabricating, estimating and scheduling.
Now that the show is over, it’s time to get back to work.
As an exhibitor, you need to make sure that you follow up on the leads you received. Send out an email to all your visitors and thank them for stopping by. Be sure to also remind them of the benefits of working with you in the future. If quotes are generated, make sure that you follow up.
This is your opportunity to learn how serious visitors are about the purchase. Find out what their timeline is and when you should schedule a follow-up. The best time to ask these questions is before sending out the quote, not weeks later. Too often, companies never make the effort to follow up on show leads. Attendees spent a lot of time and money visiting your booth, you should treat them with some importance.
Spread the Word
If you went to the show and made a large purchase or brought in a new product line to offer your customers, tell them. Design a marketing flyer that states that you invested in new machinery, software or equipment to better serve them. Let them know that this will make you more competitive in your market.
If you found new suppliers or decided to offer new services, let your customers know. If you add new finishes or products in your showrooms, put a “NEW” sign on them to catch the customer’s attention.
These are all good ways to let your customers know that you are always looking for ways to improve your business and stay on top of new trends.
Share your show experience with your employees. Let them know what new trends you saw at the show, and what people were talking about. They will pass this info on to your customers. Though the show only lasted three days, the follow-up over the next year is what will make it a success.
I attended Glasstec in Dusseldorf this year. It has been four years since the last one. Even though attendance appeared to be down it was still by far the best show to see and buy equipment. Nine of the fifteen halls at the Messe were used. We were happy to see old friends from four years ago. Yes we made several purchases.
Shows are great places to shop and stay ahead of the competition.