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Guide · Conversation practice

Trade Show Lead Follow-Up Call Script: Calls After the Event

How to phone leads collected at a trade show or conference: remind them of the conversation, qualify quickly and book a next step before the event fades.

Leads collected at a trade show, conference or open day have one thing cold lists lack: a recent, real contact. They also have one problem. Within days the person has forgotten most of what they saw, and a follow-up that says "just following up on our chat" gets deleted or ignored.

This guide is for sales reps, marketing teams and founders who ring event contacts. It covers the notes to take at the booth, the callback opening, quick qualification, objections and a drill. Names are invented.

What to capture at the event

The call is only as good as your notes. For every lead, write down:

  • Name, company and role.
  • What they asked about or reacted to.
  • Anything personal and harmless that helps them recall you.
  • What you promised: a price, a sample, a call.
  • A rough level of interest.

Without notes, the follow-up becomes a generic cold call.

The goals of the call

  1. Remind them who you are and where you met.
  2. Keep the promise you made. Credibility starts there.
  3. Qualify with two or three questions.
  4. Book a specific next step within the next week or two.
  5. Respect those who are not interested, and mark them clearly.

A five-step structure

1. Remind with a specific detail. "Hi Tom, it's Ana from Pixelfold. We met at the Packaging Expo last week, at the stand with the sample boxes. You asked about short-run printing."

2. Check it is a good moment. "Have you got two minutes?"

3. Deliver on the promise. "I said I'd send the price range for short runs. Did you get it, or shall I go through it now?"

4. Qualify briefly. "What are you planning for the next quarter, and who else would weigh in on it?"

5. Propose a concrete next step. "I'd suggest a twenty-minute call with samples sent to you beforehand. Tuesday or Wednesday?"

See follow-up calls that get answered and qualify a lead on a call (BANT) for related ideas.

Example dialogue

Ana: "Hi Tom, it's Ana from Pixelfold. We met at the Packaging Expo at the stand with the sample boxes. You asked about short-run printing. Is now okay for two minutes?"

Tom: "Oh yes, I remember. Go on."

Ana: "I promised you a price range. Did it arrive?"

Tom: "I saw it, haven't looked properly."

Ana: "No problem. The main thing is that short runs cost a bit more per box but you don't carry stock. What are you planning for the next quarter?"

Tom: "A launch in March, a few hundred boxes. We haven't picked a supplier."

Ana: "Who else will weigh in?"

Tom: "Our designer, Priya."

Ana: "I'd suggest a twenty-minute call with Priya, and I'll send printed samples to you both. Tuesday at ten or Wednesday at three?"

Tom: "Wednesday."

The conversation used the event detail, delivered what was promised, and ended in a meeting.

Objections and replies

"I don't remember you." "No problem, there were a lot of stands. We showed sample boxes and you asked about short runs. I'll keep it brief and tell you what I can offer." If they still do not recall, treat it as a cold call. See who gave you my number response.

"I was just browsing." "Fair enough. Was there anything you saw that stuck in your mind?"

"Send me an email." "Of course. What would be most useful to include?" See send me an email.

"We're not ready yet." "That's okay. When do you expect to start looking at this? I'll ring then."

"We chose someone already." "Thanks for telling me. May I ask what decided it? It helps me improve." Keep the door open.

Common mistakes

  • Waiting too long. Contact is fresh in the first days after the event.
  • Calling with no notes. Generic calls waste the advantage.
  • Skipping the promise. If you said you would send something, do it first.
  • Treating every lead alike. Match effort to interest level.
  • Giving up after one try. Follow up by phone and email, spaced out. See cold call voicemail scripts for messages.

A practice drill

  1. Take five leads from a past event, or invent them, with two lines of notes each.
  2. Write a one-sentence reminder for each that includes a real detail.
  3. Practise each opening aloud, then the "I don't remember you" reply.
  4. Rehearse the promise sentence and the next-step ask.
  5. Rank the five by interest and decide which to call first.

DIRI AI lets you practise this out loud with an AI contact who barely remembers the stand. You get a report on your call. The Free plan costs nothing and needs no card: 3 voice calls a month of up to five minutes each. Try a free practice call or browse the sample dialogues.

Related: Cold call follow-up calls, Book a meeting on a cold call, Open a sales call: the first seconds.

FAQ

How soon should I call trade show leads?

Within the first days after the event, while they still remember it.

How do I remind someone who I am?

Mention where you met and what they asked about, then check that it is a good moment.

What if they do not remember me?

Be brief, restate the detail and offer something useful. If it does not land, treat it as a normal cold call.

How can I practise?

Rehearse the openings and objections aloud. DIRI AI offers 3 calls a month of up to five minutes each on the Free plan.

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