The Simple Post-Event Follow-Up Playbook
5 steps and templates for turning event connections into clients and referrals
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Coming home from a big event is its own kind of exhaustionnnn.
Even for moi, a people person.
Everyone has the BEST intentions to follow up with the people they’ve met.
But the inbox fills up. The fires didn’t go anywhere.
Your life missed you.
You’re not alone
Wild stat: 80% of exhibitors don’t follow up with the people they meet at events. Even after that huge investment.
But this also goes for the individual attendee.
Even I (gulp) can be guilty of a less-than-stellar follow-up.
The post-event game is like the welcome email after a newsletter sign-up.
People are there and interested in more. It’s the best chance to turn it into something.
Enter Julie
I met her at a side meet-up during WebSummit.
She’s amazing.
30 under 30 recognition. Started her biz during university, now 7 years in.
Based on how she managed lil ol’ me, her follow-up is a masterclass.
Let me walk through what she did and why it’s so effective.
The straightforward follow-up
1. Hook immediately.
A mutual connection introduced us. We had a great chat and connected on LinkedIn right away.
Bonus move: she added a note. Because so many requests come in during a big event, it’s good to remind them (and yourself) how you met.
Hey Pamela! So lovely meeting you via [name of friend] at [Event]. Would love to get on a call next week to learn more about you and your business. Let me know if you’re open to it.
2. The (literal) follow-up
I gave her a positive response, she pitched timing, and (I’m the worst)... I missed getting back to her during my travels home.
No matter! Julie was not shy to slide into my DMs again. Plus, she upped the stakes.
Hey Pamela, I just connected with someone looking for LinkedIn ghostwriting/management support to demonstrate more authority and leadership in their field and I thought of you! Let me know if you’d be open to a quick call to explore the opportunity and I am happy to provide a referral.
Note: You may not have a referral, but having something relevant to what you discussed or their profile is a genuine way to keep the conversation going.
3. The call.
We had a warm, productive 25-minute call. She shared more about her business, being very clear on her ICP and the problems she solves.
This makes it easy for me to think of her when the right opportunity comes up.
4. Post-call.
After we hung up, she quickly sent an email introducing me to a new connection she couldn’t help directly.
Hi [new intro-to-me], thank you for the conversation last week. Following an internal review with my team, we have determined that our current [service / product] is focused on supporting [xyz] rather than [abc] at this time. However, I would like to introduce you to Pamela, an expert in LinkedIn ghostwriting and thought leadership content. I have provided her with a brief overview of your needs, and I believe she is well-positioned to assist you. Please feel free to connect with her directly to discuss your requirements further. I’ll let you two take it from here!
She turned a “no” into a referral for someone else. Generous. And smart.
5. Future connection.
It’s too soon in our relationship for this last step, but the final move is building in a future touchpoint. Manage it in your CRM or calendar. Keep the communication going.
And of course: make sure they’re on the next Event catch-up list.
This can be you, easily
5 steps. That is it, that is all.
Most don’t do any.
The window is short and your contacts are warm. Gotta use it.
Who’s sitting in your “I should really follow up with them” pile right now?
✈️ Carry On
with Pamela Wilton
Stay in touch, stay visible, stay helpful.
Increase your luck surface area.
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