2023 Foreign Trade People's Strategy for Efficiently Closing Orders at Overseas Exhibitions

1. How to prepare for the exhibition

1. Selection of types and models of exhibited samples . On each sample, put the product model, or hang a tag with the company logo. On the one hand, it gives people a sense of professionalism, and on the other hand, it accurately identifies the models of different products and facilitates quotation. During the exhibition, if there are too many customers to come to the booth and it is difficult to take care of them, attach a brief introduction to each product so that customers can understand it first.

2. Invite customers : Invite customers by email (inform them of the specific booth), and contact key customers by phone to invite them to visit the exhibition; after the email or phone invitation, determine the customer's exhibition date and arrange the itinerary.

3. Personnel arrangement : Generally, companies will arrange foreign trade salesmen to participate in the exhibition. Salesmen have a better understanding of their company's business and current situation, so they can communicate smoothly with customers who are interested in cooperation. However, if customers ask questions about product technology or materials at the exhibition site, it is generally difficult for salesmen to solve them, and contacting the company's technical staff by phone is very inefficient. Therefore, if the budget allows, it will be better to let the factory's more experienced technical masters participate in the exhibition.

4. Prepare small gifts , such as small gifts with the company logo or name, or small gifts with Chinese characteristics, such as Chinese knots, etc., and give them to foreign customers at the exhibition to give customers a better impression.

5. Pre-exhibition training and formulation of exhibition disciplines

Simulate the exhibition process, how to introduce products and company when customers come, if there are important customers that you cannot receive yourself, you should ask experienced salesperson to negotiate with the customers on the spot, etc. The specific details are reflected in the precautions during the exhibition.

2. How to participate in exhibitions efficiently and master the exhibition market

1. Business card exchange : When a customer comes to exchange business cards, be sure to take the initiative to give your own business card first to immediately determine the customer's identity.

① The name of the client's company can be seen on the business card to determine whether the industry is related to us. The company's scale can be determined by checking the domain level of the company's website and whether the email address is a corporate email address.

② See which country the customer is from and whether it is the main target market of our industry or a new market to be developed. This can be used to determine the purchase volume.

2. Take the initiative and keep customers when they don't know what your company has to offer. Demonstrate some products while introducing them, and then let customers test the products. Introduce the selling points of the products while they are testing. Guide customers to the new product area and prepare all the materials for the interview, including the company's PPT, quotation sheet, projects to be discussed with customers, and samples.

3. Show the packaging to the customer and tell them that they can choose our brand or make their own brand packaging (see customer response). If the customer asks for their own packaging, it means that their company has similar procurement experience and is not new to this industry. It also means that they have a certain procurement volume.

3. Order tracking plan after the exhibition

Customers are layered and analyzed in detail , customers from the same country are listed together, and then classified, analyzed, and cooperation plans are formulated for them.

For customers who have been classified, it is best to attach a detailed introduction of the product and company in the follow-up letter, which can quickly evoke customers' memories of your products and company.

How can we promote sales more efficiently for different types of customers?

1. Efficient follow-up of potential customers

The reason why a customer with deep intentions did not sign a contract is simply that their needs are not met in some aspect. The most effective follow-up method is to focus on this point in the follow-up letter and propose an effective solution for this point.

For example, if the customer is not satisfied with the price, if you can meet the customer's requirements, explain how to meet them; if not, list the reasons why you cannot meet them. It is best to show in the reasons that the current price matches the various attributes of the product, and that this is already the best price. You can also compare and analyze with competitors to let customers see that your product is value for money.

2. Efficient follow-up of moderately interested customers

Moderately potential customers only have a general understanding of your products, but do not have a deep understanding of them. This means that these customers did not see certain features of your products that were particularly attractive to them through your exhibition; or at the exhibition, they visited your peers all the way here and did not feel that your products had any advantages over other peers.

For such customers, in the follow-up letter after the exhibition, it is necessary to highlight the product's selling points, competitive advantages, etc., and fully package, digitize, visualize, and evidence the selling points.

3. Efficient follow-up of mildly interested customers

This type of customer has very little intention. Perhaps they have heard of your product before and happened to see it so they took a few more glances at it; or they came to the exhibition to look for business opportunities to see if you can expand your product range, etc.

For such customers, you need to provide company introduction and product detailed information, especially highlighting the product highlights, price advantages, etc.; try to use a variety of forms such as text, pictures, videos, etc. to attract customers' attention to the greatest extent possible.

After the exhibition, customers have time to think, but they have already forgotten half of the information they learned at the exhibition. At this time, whoever takes the initiative to contact the customer and evokes his memory and follows up in a targeted manner will be able to obtain orders more easily.

How to make good use of exhibitions to effectively promote products, follow up with customers, and secure orders is the most concerned issue for all exhibitors and salesmen. The editor summarizes it here and hopes it will be helpful to everyone.