The importance of not spending too much time in post-event communications:
The stage of organizing an event is as important as it is stressful. In a time that is often limited you have to set up a complex and articulated machine that must be able to show itself to the spectators trying not to make the smallest mistake. Finally then comes the day of the event and then you can only live it by always being attentive and vigilant that the unfolding continues as you imagined it. At the opening of the doors whether it is a fair, an open day, a gala evening, a wedding or a congress, the most beautiful smile you have, you put your back straight and you are ready to welcome visitors by presenting themselves to the best and trying to forge relationships that will benefit our future business.
The day can be long, tiring but there can be no drops in attention or performance. The makeup for the ladies must always be fresh and bright, the knot of the man’s tie should not but loosen. Despite the feet starting to hurt with heels the posture must remain elegant.
At the closing of those doors finally the tension can drop, the shoes can be paraded and a sigh will be the word “end” of that event that will eventually elapse so quickly that it does not seem possible.
Yet the work is not finished. Not at all. Maybe it really starts right then. On the day of the event you met many people, you return to the office with many business cards exchanged with the professionals who will have intervened. It is useful behind each of those tickets to put a personal note as you met the person because once the event is over you risk not reconnecting that small cardboard with the figure you saw and especially with what was said during that brief moment of meeting on such a busy day.
Allowing perhaps the next 24 physiological hours to put in place the collected materials is good to start immediately the follow up phase.
First of all, a thank you email for the passage made in your exhibition space to the email addresses of all the people who will have left your business card is a small gesture but always appreciated by those who receive it.
It is good not to make a unique and impersonal email. Entering a “Dear Mr Rossi” at the beginning of the email body is good to give the interlocutor the feeling that you remember him and enjoy writing to him. These two lines that will be sent will only have to mention their passage at our stand during the reference day, to let them know that it was a pleasure to meet them and, perhaps, to meet them in person, wishing that we could soon carry on the issues mentioned.
Unless specific agreements are made, it will have to be a very short email that will not go into the merits of anything special. The follow-up phase has just begun.
After a few days, the real follow-up phase, which involves a call to the direct interlocutor, will have to start. From that moment on, the projects that will be established together will be carried out. We will probably be able at this stage to send a proposal for cooperation or a quote to our interlocutor. There will be precise parameters to follow after the call that we have made to him so that we are directed in our proposal trying to fully meet the expectations of the person or company with whom we are talking.
If we are good business people, we will begin to establish with the person we met during a fleeting moment of an event a relationship that could become an important and lasting working relationship. The follow-up phase should therefore be continued.
We should never be in a hurry to reap the rewards of what we have sown, we often meet at a time that is not the right one, the companies we have known will have to learn to trust us so that they decide, at the appropriate time, to entrust us with a first assignment. But although this phase often seems never to come, you have to hold on and keep in relationships and occasionally make a courtesy call or a greeting email to our interlocutor.
Probably when we least expect it, the request we have been waiting for may come instead.
Only then will we know that we have worked well all that time and we will have the satisfaction of understanding that our work has been done in the right way.
Some business relationships may see the real light even years after that first meeting during the event in which we will have participated, but if the follow-up phase has been managed in the right way, it is possible that we will get to forge a working relationship that from that moment could become indissoluble with maximum personal and professional satisfaction.