Guests come from afar, so we should do our best to be the host. As the host, we must warmly invite and receive overseas customers. Once there is an emergency, we should face it with a positive and normal attitude, master the sense of proportion, be polite, and maintain empathy, which will leave a deep impression on customers. As the saying goes, don’t fight a battle without preparation. Once the overseas customer’s visit is confirmed, the cross-border e-commerce salesperson must do the relevant reception work carefully and meticulously. Combined with the purpose of the overseas customer’s visit, according to the company’s relevant processes and systems, make targeted preparations and arrangements.
1. Clarify the purpose of the overseas customer’s visit
Understand the main purpose of the overseas customer’s visit in advance, so as to make corresponding detailed arrangements. Generally speaking, according to the different stages of the cross-border e-commerce business, the purpose of overseas customers’ visits will be different, such as finding possible suppliers, contacting suitable suppliers, planning to develop new products, planning to explore existing samples in depth to reach new orders, discussing the execution of existing orders, and so on.
From the main activities of the overseas customer’s visit itinerary, the purpose of overseas customers’ visits can usually be divided into the following types.
①Visit and inspect the factory. This type of overseas customers mainly visit the factory to understand the company’s production scale, production capacity, product quality and other basic conditions, and at the same time, understand the company’s production system, quality control system and R&D system. This type of overseas customers are often new customers. They have a preliminary understanding of our company through websites, exhibitions, and other customer recommendations in the early stage, and have a certain intention to cooperate. However, due to insufficient understanding of the company’s physical situation, on-site factory inspection is undoubtedly the most direct and effective way. Of course, in reality, it is more common that some overseas customers will also understand the above situation by inspecting the company’s sample room.
②Project negotiation. This type of overseas customers come to the company for business negotiations, often because they have had repeated communication with our relevant business personnel in the early stage, or have seen the overall image of our company and products at the exhibition. Visitors often come with orders and projects. The purpose of the visit is to discuss and plan cooperation, mainly on substantive issues such as relevant technical issues, price issues, payment methods, and delivery dates. This type of overseas customers are usually important customers and should be highly valued. Therefore, when receiving them, not only should they be accompanied by professional technicians, but the company’s main leaders should also participate in the reception and negotiation.
③ Mainly inspect the goods, and learn about the latest development of our company. This type of overseas customers usually have orders with our company and have a certain basis for cooperation. The main purpose of this type of customer visit is to further confirm the quality of the product. At the same time, visitors often have plans to negotiate new orders. If the communication and exchanges between the two parties are relatively smooth, the possibility of reaching a new order is very high. This type of overseas customers are also important customers and should be highly valued when receiving them.
④ Mainly complain, and conduct in-depth inspections of the company. This type of overseas customers are already business partners, but because there are problems on our side in the process of fulfilling the order. This kind of reception is difficult, and improper handling may result in the loss of customers. Customer visits are a good opportunity to strengthen communication and solve problems, and should be fully utilized and highly valued. Whether such overseas customers come by the way or visit on purpose, they should take the opportunity to win the understanding and trust of customers, face problems objectively, communicate actively, and solve them effectively, which may have better prospects for cooperation.
2. Understand the information of overseas customers
Know yourself and know your enemy. You should know as much as possible about overseas customers. So, how to understand overseas customers? Now the Internet is developing rapidly, and there are many channels to understand overseas customers, but you must be proactive, ask patiently, listen carefully and observe carefully. For example, through the business cards provided by overseas customers, you can understand their strength, including the nature of the company, business scope and operating ability; in a relatively relaxed atmosphere, talk to overseas customers about some related topics to understand their interests, hobbies, contact information, etc.: sort out the information of participating in exhibitions, interviews, Internet calls, and E-mail exchanges, and constantly update and improve them to understand more about customers: use some trade, business and comprehensive websites or industry websites to obtain a lot of business information: use government websites, customs websites, embassies and consulates abroad, etc., to obtain information about corporate directories, corporate yellow pages publications, etc.: use e-commerce platforms or Facebook, LinkedIn and other online search for customer information to understand the eating habits, living habits, cultural habits and religious customs of the country (or region) where overseas customers are located: understand the operating strength, operating conditions, business scope, technical level, etc. of the customer’s company: understand which products and target markets the website of the overseas customer’s company mainly targets, etc. In addition, as a cross-border e-commerce salesperson, before receiving customers, you should also do more homework and preparation on the cultural characteristics, customs and practices of our city. Once the customer asks, you can actively answer, which is not only respect for the customer, but also win the respect of the customer in the process of communication.
3. Preparation of itinerary arrangements
Overseas customers come from afar, and their time is precious. Before the overseas customer visits, you should communicate with the other party on the details of the visit itinerary. Doing a good job of connection will help to better grasp the rhythm of the entire reception process and arrange the entire reception process reasonably. After the overseas customer confirms the visit, the cross-border e-commerce salesperson needs to communicate with the customer in detail to understand whether the customer needs to provide an invitation letter or relevant certification materials for his visit, whether he needs to assist in the entry procedures for the visit, etc. Once the overseas customer confirms the visit and has completed the entry procedures, he will usually tell our business personnel the accurate flight information. At this time, the information such as car, hotel, and accommodation should be confirmed in time.
Dear Client,
It would be a pleasure for us if you could visit and see our company and how we operate manufacture.
We are close to Ningbo Airport and only 1 hour from there. We would like to arrange to pick you up from the airport and arrange hotel bookings for you. Anything else we could do for you in regards to your visa or any parts of the trip,just let us know.
Best regards. Supplier
Letter for overseas customers’ visits
Hotel accommodation is usually paid by overseas customers themselves. You can ask whether you need to assist customers in booking hotels and whether you need the hotel to set up wake-up services. Overseas customers often use www.booking.com to book hotels. The choice of hotels should mainly consider factors such as convenient vehicle pick-up, quiet environment around the hotel, and beautiful natural environment. At this time, you can also ask customers whether they need to arrange vehicle pick-up. The salesperson can arrange vehicles to pick up customers for meetings, meals, etc. in advance. Informing the local weather conditions in advance is also a more careful reminder. Sometimes, overseas customers may not visit a company specifically, but may visit several companies at the same time, or visit by chance during an exhibition. Therefore, it is necessary for the salesperson to communicate with the overseas customers in advance to confirm whether the overseas customers need assistance in contacting and connecting with other companies after visiting the company.
4. Preparation of relevant personnel
High-quality reception of overseas customers is a systematic project. All relevant personnel should perform their duties. Taking business negotiations as an example, the personnel responsible for the main negotiations and translation, the personnel responsible for the meeting records, and one person can also be arranged to be responsible for checking for deficiencies, serving tea and water, and other detailed services.
If it is learned through preliminary communication that the overseas customer’s visit requires business negotiations, the salesperson should report the overseas customer’s visit to the business supervisor in advance, so as to accurately grasp the customer’s intentions, ensure the smooth progress of the negotiation, and analyze and predict the relevant possible problems. In particular, it is necessary to agree on negotiation plans in advance, such as the best plan, compromise plan, and compromise plan, and be prepared and strategic for certain situations. In addition, before the overseas customer visits, the relevant personnel should be notified according to their level to determine the personnel involved in the negotiation. Communicate with the relevant technical personnel in advance and provide necessary assistance and support.
5. Preparation of products, samples and other materials
Before the customer visits, the salesperson should prepare the product catalog, company PPT introduction or video introduction, samples and related materials, pictures, videos, text and other materials, quotations, certification materials, etc. in advance. In particular, a professional and comprehensive quotation can cover almost all details. Don’t forget to organize the relevant information of communication with the customer, such as the product situation, price situation, technical improvement situation, etc., as well as the main content of the emails and chat records exchanged with the customer, relevant contracts, quotations and other important information, technical parameters of the relevant products, instructions for use, etc. All of these should be communicated in advance with the business supervisor and relevant personnel of the technical department to facilitate the smooth negotiation. More importantly, before the negotiation, the salesperson should understand the product situation to be negotiated as much as possible, so that the negotiation site can respond quickly and answer questions from overseas customers at any time.
6. Preparation for visiting the factory
If overseas customers intend to visit the factory, the salesperson should be prepared after confirming this intention. Before visiting the factory, the salesperson should notify the workshop, laboratory, etc. to ensure that the factory environment is clean and tidy, especially for products in production. It is best not to pile them directly on the ground. They should be classified and placed, and semi-finished products should be placed on the shelves. Quality control starts from the incoming raw materials to the last link of production. There must be QC inspection and inspection reports. In short, it is necessary to let overseas customers know that our factory attaches great importance to quality in the entire production process. The salesperson should be familiar with the relevant personnel, facilities and environment of the factory. If it involves trial operation or experiment, be sure to prepare the materials, or even rehearse in advance, so that overseas customers can see what they want to see until they are satisfied.
Overseas customers may ask questions on site. If you don’t understand some words, ask the customer to repeat or slow down, or write them down with a pen, and try not to ignore any details. If you are not professional enough and cannot answer well, it does not matter. You can arrange technicians who can answer questions to assist in answering them on site. You can also ask translators to assist in English or use translation software. The key points for visiting and inspecting factories are shown in Table 5-1.
7. Preparation of necessary supplies for talks
The day before the overseas customers visit, the salesperson needs to arrange the conference room, prepare the table cards, national flags, special gifts, banners, welcome cards, etc. for the participants in advance: mineral water, coffee, candy, exquisite snacks, tea cups, notes, pens, etc. that may be used in the talks; ask other staff to cooperate to turn on the air conditioner 10 minutes before the start of the talks, and prepare all supplies (such as product samples, cameras, recorders, computers, projectors and other multimedia facilities) in place.
8. Preparation of dining arrangements
Before the overseas customers visit, the meals should be reasonably arranged according to the customers’ itinerary and time, and the customers’ dietary taboos must be understood in advance. Working lunches can be simple, and for evening banquets, you can ask the client’s opinion in advance and choose Chinese food, Western food or local specialties according to the client’s preferences. The participants of the dinner should communicate in advance and book the hotel for the banquet.