October was all about opportunity thanks to a near record number of lead generating special events. While year-end holidays may seem distant, get your A-Game in gear since time is flying fast.

Whether you’re back from European Microwave (Rome) or more recent events, it’s tempting to take a break. Elections are past and Thanksgiving is weeks away. But during this holiday-rich quarter time flies faster than you can say, “Grinch-mas.”

Fourth quarter trade shows carry a double time dilemma. There’s the usual pressure to act before time between a first meeting and a follow-up dulls prospect recollection. But if you factor-in the crowded holiday schedule it’s clear that a sales opportunity ‘black hole’ is looming.

Remember that special event leads lose value faster in fourth quarter since follow-up windows condense from 30 days down to whatever remains until November 21^st—the last work day for many before Thanksgiving.

Get appointments scheduled fast, or you can lose 30 percent of potential lead value. December is especially tight this year since Hanukkah begins on the 16^th and Christmas/New Year’s fall on Thursdays—one holiday rolls into another. Many prospects will be taking longer vacations between holidays this year.

Fourth quarter is an excellent time to consider an industry-savvy MarCom consultant. To prepare, do a quick lead pre-screen: know what you have, establish time horizons and define support needed.

Whether self-managed or out-sourced, divide leads into three categories: Group A-Urgent, Group B-Important and Group C-Informative. Can’t categorize some? Set them aside for 2015.

Group A leads deserve immediate attention. Though sales-ready, these customers need information, a problem solved or rates negotiated. Group A leads expect respect because they are offering money.

Three simple options:

1) Call them. Reengage fast—this is especially critical as holidays approach;

2) Get help. Pull-in your team’s tech pros; inform customers who will call next;

3) Email. Absent 1:1 contact, answer questions/outline follow-up options by email.

Group B leads represent solid opportunities. Time isn’t as critical, but B’s are engaged. This group may be weighing your products against competing solutions; act quickly. If you are swamped, Group B’s can be handled by marketing consultants. Focus on re-starting the conversation and needs assessment.

Group C leads are the least urgent since you are more steps away from a sale. But they have potential. Today’s engineering student is tomorrow’s new designer or purchasing analyst. Group C leads are ideal for tracking and follow-up by consultants. In fourth quarter Group C leads could be rolled-over into the New Year.

The Season of Giving

Fourth quarter prospects and faithful customers are ideal corporate gift recipients. Remind them of first meetings or current business with a thank-you that invites year-long recollection. Gift calendars that tastefully emphasize your products without calorie conundrums are perfect. Many online/digital printers offer fast custom calendars to say, ‘I’m thinking of you,’ without the usual tchotchke dilemmas.

Make a List/Check it Twice

Any consultant handling your leads (or gifting) needs time to react; call them quickly before fourth quarter ticks away. Choose a consultant based on strong presence and organizing talent. Group A leads are ideal for expressions of gratitude. Group B leads with solid potential should make the list as well.

While the trade show season is almost over, your next act is just beginning. While fourth quarter adds urgency, there is still time.

Do your bottom line a favor by making leads follow-up a priority.

 End 2014 with a flourish and you will set the stage for a great New Year!