Expo West wrapped just a few weeks ago, and if you’re like most emerging brands, you’re still working your way through a stack of business cards, DMs, and half-finished draft emails.

It’s tempting to send a quick, generic “great meeting you!” note to every retail buyer you talked to–but if you’re hoping to land a second meeting or stay on their radar, a little effort goes a long way.

We gathered takeaways directly from conversations with current and former buyers from Target and Whole Foods–alongside what we’ve heard from dozens of founders navigating retail growth. If you’re following up with a buyer post-show, here’s what they’re actually hoping to see in your outreach.

1. Be Specific

One buyer told us her favorite brand follow-ups are the ones that clearly reference what was discussed during the meeting–whether it’s pricing, packaging, or a product idea she floated in passing. It shows the brand listened, not just pitched.

Generic emails don’t get replies. Thoughtful ones do.

“The best follow-ups are the ones that mention what we actually talked about,” one Target buyer told us. “If I gave you feedback, reflect it back—show me you understood it.”

Another added: “If you can’t engage with feedback–on pricing, packaging, whatever—it’s a red flag. I’m not going to waste my time with a brand that isn’t open to a conversation.”

2. Reconnect With The Person They Met

If a buyer spoke with you–the founder, head of sales, or whoever was in the booth–they expect to hear from that same person. Passing the follow-up to a junior team member right away can make it feel transactional or impersonal.

Buyers want to keep the conversation going with the person they built rapport with–especially if that person had relevant answers or energy in the initial pitch.

“If I talked to someone at the show, I want to hear from that person in the follow-up,” one buyer emphasized. “Otherwise, it feels like a cold handoff.”

3. Follow Up Within One Week

While a 24-hour turnaround isn’t expected (or even realistic post-Expo), waiting too long can cool off interest. Most buyers we spoke to said a one-week follow-up window feels right.

And if your timeline is slipping? It’s better to send a short note to let them know you’re working on what they requested than to go dark. Buyers want to see how you handle communication–because that’s what it’ll be like to work with you long-term.

4. Give Clear Next Steps

End your email with a clear ask: “Would next Tuesday work for a 30-minute call?” works better than “Let me know if you want to connect.” Buyers appreciate directness—it makes it easier for them to act.

5. Share Helpful Materials

Attach your sales deck, line sheet, or a short brand one-pager with the key facts they need: category, price point, current distribution, and social proof. If you talked about specific SKUs, include visuals.

Make it easy for them to remember who you are and what your product is all about.

“It’s super helpful to see the products again in the follow-up,” said one Target buyer. “I can’t always remember everything I saw, so if I was interested, I want the key details—price, margin, assortment options, packaging—right there without having to ask.”

DOs and DON’Ts of Buyer Follow-Up

DO:

• Reference your conversation and their feedback
• Have the same person who met the buyer send the email
• Send your email within 1 week
• Give clear next steps
• Include your sales deck or brand one-pager

DON’T:

• Wait for them to reach out
• Send a generic “thanks for stopping by” message
• Forget which product they were most excited about
• Leave any of their questions unanswered
• Skip the next step or call to action

The Bottom Line

Trade shows are the start of the conversation–not the close. And while it’s easy to get overwhelmed after a big show like Expo West, the brands that rise to the top are the ones that follow up well.

If you’re gearing up for a big retail push and need help turning buyer interest into on-shelf reality, Lunr can help. We support growing brands with inventory financing solutions designed to help you stay in stock, scale smart, and keep the momentum going.

Reach out to us at hello@lunrcapital.com to learn more.