Most sales are lost to inertia, not rejection. Implement a specific, escalating follow-up sequence (30 mins, 60 mins, next day) after sending an offer. This disciplined approach isn't pushy; it helps busy prospects make a decision while their interest is at its peak.

To minimize attendee confusion and anxiety, plan your communication flow by starting with the last email needed and working backwards. This ensures you cover all critical information from an attendee's perspective—like travel, dress code, and schedules—anticipating their needs at each stage of their journey.

Salespeople mistakenly delay follow-ups to avoid being 'annoying,' but this kills momentum. Prospects don't track outreach attempts like salespeople do. A steady, frequent cadence isn't pushy; it demonstrates reliability and preparation, proving you won't quit on them.

The common practice of having a fixed daily 'call block' (e.g., 9-10 AM) is fundamentally flawed. If your target prospect has a recurring meeting at that same time, you will never reach them. Effective prospecting requires dynamism; you must vary your outreach times throughout the week to maximize your chances of connecting.

Don't delay post-event follow-ups. Connect on LinkedIn the same day you meet someone at a conference. An attendee's memory and context are tied to the event itself. Waiting even a week or two means they've moved on mentally, and your connection request will likely be forgotten.

The only acceptable end to a successful meeting is to schedule the next interaction on the spot. This capitalizes on the prospect's peak interest and energy, dramatically reducing the chances of being ghosted and eliminating the need for inefficient follow-up tag.

Most sponsors waste their investment by not engaging attendees before the event. A targeted pre-show email campaign is highly effective because attendees are actively planning their schedules and are more receptive to relevant outreach, making them more likely to visit your booth.

An event isn't over when attendees leave. A critical, often-neglected phase is the post-event plan. This includes distributing recordings, sending sponsor recaps, and following up with leads. This "long tail" of the event requires its own dedicated strategy to maximize content reuse and ROI.

Companies over-invest in booth aesthetics and under-invest in preparing their go-to-market teams. True event ROI is driven by setting clear pre-event outreach goals, on-site engagement metrics, and rapid, personalized post-event follow-up, not by the physical booth itself.