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Trade fairfollow-up sheet

One line for every visitor, and a plan for the weeks after the fair.

Since 201565+ in-house teamKolkata office, 5 team bases

By Saurav AgarwalPublished 22 Oct 20264 min read

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/ 01 The template

A lead sheet and a planfor the days after a fair

This two-page sheet helps you record every visitor at a trade fair and follow up in order. Page one is the lead sheet, with a grade for each visitor.

Page two is the day-by-day plan and the numbers to count at 90 and 180 days. It is our own method for industrial buyers, not a rule.

First page of the template

Free to download, no sign-up

Download the template (PDF)

PDF. Print it or fill it in on screen.

Key takeaways
  • Fill one line for every visitor at the stall, not in the evening.
  • Grade each lead A, B or C, and give it one owner.
  • Call grade A leads within two days.
  • Follow up on days 2, 7, 14, 30 and 90, then park what has not replied.
  • Count leads, quotes and orders at 90 and 180 days, and keep open quotes apart.

What is in the sheet

Page one is a table with ten columns: date, name and company and role, phone or email, what they asked for in their words, quantity and place, when they will decide, the grade, the owner, the next step with a date and the status. Keep one sheet for the whole team so nothing sits in a bag of visiting cards.

How to grade a lead

  • Grade A: a decision maker with a need and a time frame.
  • Grade B: a need, but not ready yet, or not the decision maker.
  • Grade C: a contact only.

Grade at the stall, because memory fades by evening. Three questions help: what do you use today, what problem do you want to fix, and when do you plan to decide?

How to use the plan on page two

  1. Set the owner for every lead and fix the review dates before the fair.
  2. On the same evening, enter every card in the sheet with its grade.
  3. On day one or two, call every grade A lead and send grade B leads something useful.
  4. On days 7, 14 and 30, follow the plan for each grade.
  5. Park a lead after three real tries without a reply. Keep parked leads, and write to them only if they agreed to be contacted.
  6. At 90 and 180 days, fill in the table of numbers at the end of page two.

What to count

Count leads by grade, replies within two days, meetings or visits, quotes sent, quotes still open, orders won and the cost of the fair. Return is the margin earned on orders won, minus the total cost of the fair, divided by the total cost. Keep quotes still open as a separate line.

The reasons behind each step are in our field notes on trade fair follow-up for industrial buyers. Our guide on trade show marketing and return on spend covers the fair itself.

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Common questions.

  • Fill one line for every visitor at the stall, with what they asked for in their own words, and grade each lead A, B or C. Give every lead one owner and a date for the next step. Then follow the day-by-day plan on page two.

  • It should include the name, company and role, contact details, what the buyer asked for, the quantity and place, when they will decide, a grade, one owner, the next step with a date and a status. A photo of the visiting card helps.

  • Call grade A leads, the decision makers with a need and a time frame, within two days of the fair. Send grade B leads something useful, and add grade C leads to your list only with permission. Follow up again on days 7, 14, 30 and 90.