Great! You've returned from the trade show or networking event with a pocket full of business cards and new leads. So now what? Follow-up can significantly affect whether or not success comes from the investment of the networking or the trade show. Following up addresses the customer's key concern and displays your interest level in their business. In addition, you are demonstrating, by the very act of following up, personal and professional qualities that are typically sought by a new customer: dedication, tenacity, attention to detail, and the ability to follow through.