Verb (abbreviation of verb) How to follow up the sales leads after the exhibition (1)? With the holding of many traders' exhibitions around the world, I recently received many emails from exhibitors from all over the country in my mailbox. * * * I want to discuss how to effectively follow up the sales leads after the exhibition. The more concentrated problem is that I received a lot of business cards during the exhibition and felt quite fulfilled, but few people followed up after the exhibition. Nine times out of ten, I lost my mind, and some complained that I had a good talk with my customers during the exhibition, but the customers didn't know who I was after receiving my email. Many exporters are puzzled by this. I want to share my views and suggestions with my blog: I think most of the reasons for this state come from communication with customers during the exhibition, information collection and follow-up methods after the exhibition. At the same time, the exhibition is a systematic project, and the whole marketing process must be considered, including: market research, trade exhibition selection, booth determination, exhibition collection, customer invitation, personnel training, booth layout, advertising, sales during the exhibition and post-exhibition tracking. The absence or inadequacy of any link will directly affect the display effect of the enterprise. I have done a lot of research in trade show skills training, and almost 70% of enterprises have not made specific plans or have plans but are vague in implementation. In their view, attending the exhibition means waiting for customers, chatting with new and old customers or sending messages. Many enterprises aim at collecting the number of business cards, thinking that it will be okay to receive a large number of business cards at the exhibition. In fact, the follow-up of sales leads is far better than the collection of business cards. Effective sales leads come from effective communication with customers and relevant information collection during the exhibition. How to make the sales leads in the exhibition continue to sell after the exhibition is over is the key! I think the following three links are indispensable for continuous sales after the exhibition; 1. A trade show promotion survey for customers shows that 76% of visitors have a fixed schedule and clear priorities before attending the exhibition. If they don't know where you are, what's on display? Then your chances of being found in the sea of Wang Yang at the trade show will be very slim. Therefore, it is very important to vigorously promote before and during the exhibition, which will let your customers and potential customers know about the products you want to exhibit. Put visiting you on their exhibition schedule. The promotion and marketing suggestions of the trade show are considered according to the enterprise's own situation: * Send an invitation letter to the buyer and call the customer before the exhibition. Many buyers didn't come to your booth not because they were not interested in your exhibits, but because they had never been invited! * Personalized one-on-one invitation is sent by customers at different levels who lock the company's customer database * Direct mail advertising promotion exhibition of the company * Telephone follow-up by marketing personnel to invite customers * B2B trade publication advertisement * B2B website promotion, company website webpage promotion * outdoor advertisement of trade show, trade show sponsorship project and trade show guide advertisement. * Special gifts and giveaways were prepared during the exhibition * Various products and new products were displayed * A professional technical seminar was held * A new product launch conference was held ... How to follow up the sales leads after the exhibition (middle)? Communication and recording during the exhibition is the key. In the absolute competitive environment of trade shows, there are many peers and competitors, and the prices are transparent. How can we impress buyers in a short time and continue to communicate with you after the exhibition? Screening, communication and recording of customers in the exhibition are the key! First of all, identify customers from observation and questioning. Sales come from asking questions and listening! Before discussing products and prices with customers, it is helpful to exchange some background questions related to products, industries and specialties. Exhibitors should give full play to their advantages in the booth, effectively communicate with buyers by asking questions and listening, and determine whether sales opportunities can be turned into transactions. Avoid quick sales for quick success and instant benefit. During the exhibition, most booth sales staff entered the product operation demonstration stage after a brief greeting. This kind of sales will not help you clinch a deal, but will put you in a passive position and make buyers' interest in your products gradually disappear. Sales are useless until they know the background and interests of customers. We should simply evaluate customers in the opening remarks, understand their interest in products, and then carry out personalized sales, provide solutions for customers, and observe their reactions to adjust the next strategy. When communicating with customers, how should we use language to guide customers' interest in products? Avoid simply using "Is our product cheaper than the same product?" "If you choose our products, we will give you a certain discount" and other low-level expressions. Try to confirm the following five points in communication with customers, which will help you to follow up after the exhibition effectively and pertinently. 1. Evaluate the customer's demand for your product. 2. Determine whether the other party has the right to decide cooperation or the ability to influence cooperation. What's his position? 3. Ensure that customers have sufficient funds or budgets; 4. Confirm the customer's purchase stage. 5. What do customers care about most? To ensure the success of follow-up after the exhibition, a complete information collection and management plan must be formulated during the exhibition, including what information to collect and what information to pay attention to? How to collect and manage? Classify and manage the information collected by enterprises at exhibitions. With reference to the above five points, do a good job in the information registration of potential customers. Besides collecting business cards, you can also use design forms, notebooks, audio recordings, digital photos and other ways to collect and record the information of potential customers, so as to communicate effectively after the exhibition. Personalized customer information collection is closely related to post-exhibition follow-up, customer promotion and transaction rate! Every day during the exhibition, including the end of the exhibition, we should meet with exhibitors, summarize and analyze the information collected from potential customers, so as to give priority to dealing with sales leads after the exhibition. How to follow up the sales leads after the exhibition (2). How to re-establish effective contact with the customer information collected during the exhibition is the biggest challenge we are facing at present. First, after the exhibition, the work of our export team should fully enter the post-exhibition follow-up and marketing stage. Collect and sort out the information obtained at the exhibition, evaluate it, and track all the sales leads obtained at the exhibition according to different evaluation levels and priorities. According to the customer information collected in the exhibition, the sales leads can be divided into: 1. Interested customers had more conversations at the exhibition, and some customers who signed the bill on the spot were the focus of follow-up. For the on-site signing, be sure to find out the real intention of the customer. Why sign the bill? Which side takes the initiative? And confirm the payment method and time limit with the customer. After you come back, first confirm with the customer by phone and send relevant information as promised, and ask the customer to remit the deposit or open a letter of credit according to the contract or within the specified time limit. At the same time, we exhibitors should not expect too much from customers who sign contracts on site, but also communicate seriously. It is suggested to carefully evaluate or collect a certain deposit at the exhibition site to test the sincerity of customers. Follow up after the exhibition. If there is a delay in remittance and L/C opening, please communicate with them in time to understand the reasons. Take corresponding measures, or lower its level. 2. Peer customers often meet peer buyers who come to our booth to ask for information. Through communication, they found that they have been cooperating with their domestic counterparts, and some of them are old customers for many years. Some people want to visit our factory. These customers usually come to see more than one factory at a time, but many factories in the same industry. So you have to find out your own advantages and keep these customers. So how to effectively track the customers of peers and competitors after the exhibition? I think the first thing to do is to be positive. This is a sales opportunity, but we should not rush for success. Let experienced exporters be responsible for tracking. They must have good foreign language communication skills to facilitate telephone and email exchanges with customers. Basic knowledge of foreign trade, including relevant industry regulations, channel models, product requirements, transportation routes, etc. Establish archives to collect the cooperation information of rival customers: trade mode, sales volume, price discount, advantages, disadvantages, contact information, organizational structure, what kind of contradictions appear, etc. Making a step-by-step action plan includes: selecting the contact person who can feedback information in time, how much energy, financial resources and manpower are prepared to invest, the expected effect, and what kind of price concessions and commitments are allowed to reach cooperation. 3. Customers who ask for samples, proofs, materials and quotations, after evaluating these customers in the exhibition, we often send relevant materials and samples as required after the exhibition, but often after the samples are sent, the quotations are also the same. The reason may be: the customer did not choose your product to place an order after receiving the samples and quotations and comparing them with others; The market has changed and the customer company has changed; Bad motives of customers, etc. I think communication, evaluation and recording in the exhibition are the key! Generally speaking, it is mainly evaluated from three aspects: first, professional understanding and attention to products and markets; Second, sincerity, urgency and intention in communication; Third, the other party's position, the role in procurement and the procurement stage are aimed at professional customers. After the exhibition, you should contact him in time, send him relevant information and answer relevant questions. Send samples according to the charging principle of company sample sending and proofing. Follow up by phone and email before and after sending samples. If you don't reply after sending the samples, don't give up, keep in touch, recommend new products to him by email in time, and send invitations to these customers at the next exhibition. There will still be opportunities for cooperation in the future. For interested customers, we can't contact them by email. Then it is absolutely necessary for you to contact the customer by telephone. But it should be noted that before you make a phone call, you should figure out how to let the customer know who you are and what you discussed in the shortest time after you connect the phone. Of course, mentioning the name of the exhibition is the best way to remind customers of you as soon as possible. For customers who can't negotiate because of some terms in the exhibition, you should communicate by phone or email immediately after you come back. Strategically, don't compromise or give in immediately, explain our advantages and benefits to customers, or provide more added value. 4. Passers-by who just look around will indeed meet many passers-by who just look around and ask questions during the exhibition. Some of them left business cards, and some left contact information and information. Or interested in several products at the exhibition, but there are not many conversations and the intention is not obvious. Need further follow-up! These customers generally don't have in-depth conversations, but they should be marked on business cards and records. Follow-up after the exhibition with business cards and simple on-site records, by looking at their website, several telephone lines, faxes and the location of the city where the company is located, to understand their background, whether they have represented some similar products in the local area, mainly engaged in products, and then send different materials and letters to customers according to different situations collected. This part of the customer is very large. It can also be divided by region. According to your time, arrange to reply one by one or choose customers in the main export areas of the company to reply. For customers who don't have a website, it is recommended to use a unified version of e-mail to establish a relationship. Content can be set and thanks for visiting, introducing products and company website links. Ask for further background information.