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• "Extend" the show one more day by observing the 48-hour Follow-up Rule. Your leads are hot, yet the vast majority of exhibitors will fail to follow-up immediately and effectively. Make sure all leads are followed up within 48 hours after the show and your results will soar. (To which I'll add: personalize! Refer to the visitors' needs and wants in your letters and emails if possible. Here's where the notes made by your booth staff are invaluable.)
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