By the time the last crates are sealed and the banners come down in Las Vegas, most suppliers do what they’ve earned the right to do: take a deep breath.
You showed well.
You shook hands.
You scanned badges.
You had solid conversations with OEMs across firearms, optics, and accessories at SHOT Show.
That part matters.
But now comes the part that actually determines ROI.
Because here’s the reality: the show itself is only the opening act. The real work—and the real revenue—comes from what happens after you get home…and probably recover from the dreaded SHOT Show Crud. Ask me how I know.
For exhibitors in the SHOT Week Supplier Showcase, success isn’t measured in booth traffic. It’s measured in follow-up. And follow-up needs a plan.
Follow-Up Isn’t an Email. It’s a Campaign.
If your post-show strategy is “send a thank-you email,” you’re taking the easy way out, and leaving business on the table.
B2B sales in this industry aren’t impulse purchases. They involve engineering reviews, qualification cycles, compliance requirements, internal approvals, and budget timing. In other words, they take time.
That means your follow-up should look less like a single email and more like a short campaign:
- 30-, 60-, and 90-day objectives
- Multiple touchpoints
- Clear ownership inside your company
- Defined next steps
SHOT creates awareness, but conversion happens later.
Start by Sorting Your Leads
Before anyone starts firing off emails, organize your contacts into three simple buckets. Ideally this should be done within in the first 48 hours when memory of your booth interactions is still fresh:
Bucket #1 - Existing Customers
These are your quickest wins. They already trust you.
Goal: Grow share of wallet.
Approach: Let them know about new capabilities, capacity, lead times, or services they may not realize you offer.
Side Note: I spoke to a friend who heads engineering for a manufacturer. He was in the Supplier Showcase specifically to find out what his existing vendors had in the way of new capabilities. Something he had to actively seek out because they do not proactively contact him. Don’t be that kind of supplier.
Bucket #2 - Active Prospects
These are companies that discussed a real project, RFQ, or near-term need at your booth.
Goal: Move toward drawings, quotes, or technical review.
Approach: Be specific. Reference their application, materials, tolerances, or volumes.
Bucket #3 - Early-Stage Conversations
Good meetings. No immediate project.
Goal: Stay visible until timing is right.
Approach: Education, capability overviews, case studies, and occasional check-ins.
Treating all three groups the same is a mistake. Each needs a different message.
Make Your First Touch Fast—and Personal
My favorite saying is Speed Kills. Your first outreach should happen within two business days of returning home. And it shouldn’t be generic.
Reference something specific from your conversation:
- A product they asked about
- A challenge they mentioned
- An application they described
A good first email includes:
- A brief “great meeting you”
- One clear reminder of what you discussed
- A single proposed next step (call, NDA, sample, drawing review)
Keep it short. Respect their inbox, because after being away an entire week at SHOT Show, it’s a packed inbox. Give them something actionable.
Bring Engineering In Early
Deals don’t close in this industry without technical validation, and your expertise is the value-add you bring to the table.
Loop in your engineering or applications team as soon as:
- Drawings start moving
- Materials are discussed
- Tolerances or finishes come up
- Volume estimates appear
Waiting too long slows momentum—and signals disorganization.
If you can, offer value right away:
- DFM feedback
- Material alternatives
- Cost-reduction ideas
- Lead-time scenarios
That consultative approach separates real partners from commodity suppliers.
Use a Simple 30-Day Cadence
You don’t need anything fancy. Here’s a structure that works:
Week 1 - Personal email plus meeting request.
Week 2 - Send something useful: capability overview, case study, or technical note.
Week 3 - Phone call or LinkedIn touchpoint referencing prior outreach.
Week 4 - Final check-in with a specific offer: quote, sample, or design review.
Not aggressive. Not passive. Just professional and consistent.
Most replies don’t come on touch one. They usually come on touch three or four, so stick to your plan and timeline.
Give Your Contacts Something They Can Share Internally
Remember: the person you met at SHOT often has to sell you to their team.So, help them to that.
A few basic assets go a long way:
- One-page capability overview
- Two or three short case studies
- A materials or processes guide
- A simple “why customers choose us” sheet
You’re not just following up—you’re equipping your internal champion.
Track Everything (Even If You’re Small)
Whether it’s a CRM or a shared spreadsheet, write it down:
- Who you met
- What you discussed
- Next steps
- Dates of outreach
- Responses
SHOT creates hundreds of conversations across the industry. The suppliers who win are the ones who follow up systematically, not from memory.
Play the Long Game
Not every SHOT conversation turns into immediate business. That’s normal. Some projects surface six months later. Some a year.
Put early-stage contacts on a quarterly touch cadence. Share updates when you add equipment, expand capacity, earn certifications, or launch new services.
Quiet consistency beats one loud post-show blast—every time.
Let's Wrap This Up
Having worked in politics, I’ve watched as candidates bang out a quick handwritten note just minutes after leaving one event to head to another. And I've written over 1,000 letters—in a single year—to constituents, the majority of which were personalized. The level of personal touch required to get and stay elected is immense, especially when everybody you meet is not just a potential voter but a potential donor.
The Supplier Showcase puts you face-to-face with decision-makers from across the firearms industry—many of whom are actively evaluating partners for upcoming programs.
But trade shows don’t close deals. Suppliers do.
The companies that see real returns are the ones who arrive with a follow-up plan, move quickly, communicate clearly, and stay engaged long after the carpet is rolled up.
SHOT opened the door. What you do next determines what walks through it.
– Paul Erhardt, Managing Editor, the Outdoor Wire Digital Network