How to Increase Sales Conversions from In-Person Interactions 

3. Delayed or ineffective follow-ups lead to cold leads

According to a report by Forrester, teams are too focused on “at event execution” and fail to use the data captured at events correctly. Even the best in-person connection can go cold if you don’t follow up quickly and personally. Often, no well-defined post-event engagement strategy exists to continue the conversation and nurture interest.

4. Traditional methods lack personalization and immediacy

Even though you meet in person, your relationship can stall without digital tools that enable tailored follow-up. Paper business cards don’t offer instant access to your brand story or product demo. It’s also not the best segue into continuing a digital conversation.

In-person events offer incredible conversion potential. However, that value gets lost without the right systems to capture, organize, and act on those leads quickly.

From offline to online: The Live-to-Lead framework

Even the most engaging in-person interactions often fall flat without a clear follow-up plan. You might have the smoothest product demo or the catchiest pitch. But the moment is lost if you can’t capture, track, and nurture that lead. 

To overcome this, Uniqode developed the Live-to-Lead framework. It ensures that every in-person interaction becomes a qualified, nurtured lead in your sales pipeline.

Let’s get into the framework’s three practical phases:

Phase 1: Set the stage for smooth capture before the meeting

Formulating the groundwork for success is essential before you go for a meeting or an event. The following are some actions you need to take to get the most out of the in-person interactions:

For events and trade shows

1. Identify and prioritize target accounts:
   a) Research and get a list of attendees to find your target accounts. 
   b) Shortlist those you want to meet and learn their pain points. Prepare tailored demos and fetch relevant case studies that address their needs.
2. Pre-schedule meetings: 
   a) Enquire about pre-booking meetings with the event organizers. 
   b) Set up meetings with your key prospects.
3. Promote your presence: 
   a) Create outreach emails and message templates for your team to send in advance.
   b) Mention your booth location and your interest in meeting them.
4. Equip your team with networking tools: 
   a) Enable trackable networking by deploying digital business cards. 
   b) Add QR Codes to brochures, backdrops, and badges so attendees can instantly save your details or fill out lead capture forms.

For 1:1 client or sales meetings

1. Begin outreach well in advance: 
   a) Start communication 2–4 weeks before the meeting. In your outreach email, ask about their three focus areas.
   b) You could also include a Uniqode form or Typeform with relevant questions. This would demonstrate your respect for their time and ensure the meeting meets their priorities.
2. Deep-dive into their strategic context
   a) Research their organization’s strategic objectives. Understand how this specific prospect’s goals connect to those goals.
   b) Prepare exploratory questions to ask during the connect. Identify relevant case studies or customer success stories you can share.

Phase 2: Capture and connect in real time during the interaction

The groundwork’s done. Now, what must you focus on during the event or the meeting itself? Let’s break it down.

For events and trade shows

1. Prioritize easy, digital contact exchange
   a) Use digital business cards so prospects can save your details instantly with a tap or scan. 
   b) Add QR Codes to your booth, signage, or badge for quick, self-service sharing.
2. Capture and qualify on the spot
   a) Use a Uniqode form embedded in your digital business card to gather lead details immediately.
   b) Include direct links to your website and further resources to make it well rounded.
3. Create a memorable experience
   a) Walk prospects through an interactive demo. Use videos, case studies, or live product sessions on a tablet or screen.
   c) Customize what you show based on their industry or needs.
4. Encourage instant scheduling
   a) Let interested leads schedule a follow-up meeting while they’re most excited.
   b) Include booking links on your business card or follow-up QR Code.

For 1:1 client or sales meetings

1. Capture key details 
   a) Ask about their current approach. Dive deeper by asking questions about their challenges and main KPIs.
   b) Understand the solutions they have tried and what the shortcomings were.
2. Make your demo a consultative conversation
   a) Before your product specialist dives into a feature demo, ask the prospect how they’re currently handling that part of the process and let them walk you through it.
   b) Then have your product specialist demonstrate your solution’s exact feature or process. Tie the demo directly to their workflow and their desired result.
3. Anchor everything to solving their problem
   a) Ensure every part of your discussion is linked to their current challenges and the desired future state.
   b) Share your unique perspective on how your solution will help them close that gap.

Phase 3: Nurture with speed and relevance after the interaction

After event follow-ups is the part where most people falter. But it’s just as important as the event. Here’s how to build thoughtful, high-impact follow-up strategies.

For events and trade shows

1. Automate thank you and follow-up emails
   a) When someone scans your digital business card at an event or fills your lead form, trigger a personalized thank you email.
   b) Make the thank you message industry specific and keep it open to conversation.
2. Segment your leads
   a) Set up workflows to upload leads directly to your CRM. You can also integrate your CRM with a digital business card solution.
   b) Segment these leads based on parameters relevant to your business and how they engaged with your product.
3. Personalize your nurturing
   a) Don’t treat all leads the same. Create tailored email series for:
   Prospects who took a demo but didn’t close: try to set up a focused call to address their challenges.
   b) Prospects who didn’t take a demo (focus on product overviews, clear value proposition, relevant case studies)
   c) Include a booking form or calendar booking links in your follow-up emails to simplify scheduling.
4. Send a thank you email to existing customers
   a) Show appreciation with a dedicated message for customers who visited you at the conference.
5. Retarget and re-engage
   a) Use email, ads, or SMS campaigns to stay top of mind after the event.
   b) Retarget Google ads and Meta ads to prospects who scanned your digital business card

For 1:1 client or sales meetings

1. Send a personalized meeting recap
   a) Email a thank you note summarizing key discussion points.
   b) Include relevant materials: product decks, pricing information, or anything else they requested.
2. Advance the conversation by setting up the next meetings
   a) Offer to set up a pricing review or session with additional stakeholders.
   b) Make it simple by including forms or calendar links so they can book time immediately.

Innovative ways to improve in-person conversions 

With the right strategy, in-person events can offer unmatched engagement. We’ve rounded up some proven and creative ways to make your next event truly effective.

1. Gamefied QR Code lead capture

There are several ways to make your booth worth visiting and get sign-ups from prospective customers.

• Spin the wheel giveaway: Use a QR Code on signage or a table tent. When scanned, it opens a form with a spinning wheel plugin (via Outgrow or Typeform).
• Scratch-off cards: Have a bowl of scratch-off cards with a number on them. Have the participants scan the QR Code on the back to get a chance of winning.

The incentive: Freebies, discounts, or early access in exchange for email and contact information.

Tool pairing:

• QR Code generator (Uniqode)
• Lead gen form (Uniqode or Typeform)
• Follow-up automation via email or WhatsApp

2. Instant awards and giveaways

Attract footfall and get leads by offering instant gratification for sharing contact information.

• Pop-up booth with immediate discount: Visitors scan a QR Code to enter their email and instantly receive a discount code, download link, or access to a resource.
• Charging booth “scan to win”: Set up a free charging station where people scan a QR Code to enter a giveaway for a power bank.

The incentive: Instant rewards encourage quick sign-ups and positive brand impressions.

Tool pairing:

• QR Code generator (Uniqode)
• Lead capture forms (Uniqode, Typeform, Google Forms)
• WhatsApp or SMS follow-up (Twilio, WhatsApp Business API)
• Coupon code generator (Voucherify)

3. Interactive self service stations

Capture leads even when your team is busy by giving visitors an engaging and self-directed experience.

• Demo-on-demand stations: Set up tablets or phones with Linkpages that have videos, use cases, and forms for demos. Bifurcate them by industries or use cases.
• Product information kiosks: Display detailed brochures for prospects to peruse. Remember to add a QR Code to make it convenient for them to contact you.

The incentive: Educational content plus easy and private availability to more information in exchange for contact details.

Tool pairing:

• QR Code generator (Uniqode)
• Landing page builders (Uniqode Linkpages)
• Video hosting/Embed (Vimeo, YouTube)

4. Exclusive content and community access

Offer valuable insider benefits to encourage visitors to share their contact information. 

• Private community channel: Invite attendees to scan a QR Code to join a curated WhatsApp or Slack group for like-minded industry professionals.
• Early access lists: Collect sign-ups for early product trials or VIP beta access via a simple QR Code form.

The incentive: A sense of exclusivity and belonging that attracts high-quality, engaged leads.

Tool pairing:

• QR Code generator (Uniqode)
• Form builders (Uniqode forms, Google Forms)
• Community platforms (WhatsApp, Slack, Circle)

Turn in-person interactions into qualified leads

47% of marketers say they get the most significant ROI from in-person events. 77% of marketers are focusing on creating a year-long attendee engagement strategy. 

Clearly, marketers see value in face-to-face events, but ROI doesn’t come from just showing up. In-person interactions work well if you use them right. All that potential is lost without a clear plan to capture, organize, and follow up on those conversations.

With the proper preparation, every handshake can become a qualified lead, and every conversation can become a conversion opportunity. Use tools such as digital business cards and QR Codes to bridge the gap between offline energy and online efficiency.

To make the most of every in-person meeting, try Uniqode’s digital business cards to capture and convert leads uninterrupted.

Frequently asked questions

1. What’s the best way to follow up after a networking event?

The best way to follow up after a networking event is to send a personalized email or message within 24–48 hours. Offer something valuable (like a resource or introduction), and suggest a next step such as a meeting or call. Using a CRM or contact management tool can help you keep track of follow-ups and build stronger relationships over time.

2. How do I convert in-person interactions into digital leads?

Use digital business cards to capture their information on the spot. This makes it easy to transfer this information to your CRM. Follow up promptly with personalized outreach to move them through your sales funnel.

3. What’s the best way to collect contact information at events?

The best way to collect contact information at events is by using digital business cards or QR Codes linking to forms or landing pages. Incentives like exclusive content or special offers can also encourage attendees to share their details.

4. What tools do I need to convert offline leads to customers?

You’ll need a mix of tools to convert offline leads to customers. Start with digital business cards and QR Codes with landing pages to collect leads. Consider a CRM to store and manage contact information. Use email marketing software for follow-ups. Integrating these tools helps you track interactions and close deals faster.

5. How do I encourage attendees to scan my QR Code?

Clearly display your QR Code on your badge, booth, or marketing materials. The key is to make the reason for scanning enticing. For example, offer a giveaway, discount, or free reward for exchanging contact information.

6. What are some best practices for generating leads at a convention?

To generate leads effectively at a convention, engage attendees with genuine conversation and clear value. Use interactive demos, free samples, or exclusive offers to draw interest. Make exchanging contact information easy with digital business cards or QR Codes. Always follow up promptly after the event to keep the connection warm.