What is the main task of an exhibitor during the Canton Fair? Collect business cards and send emails one after another to urge orders? It is not that simple. During the exhibition, exhibitors should do the following three things to get orders efficiently.
1 Learn to identify customers
The quality of customers at the exhibition varies. Not every customer who comes to the booth is here to discuss business. As an exhibitor, you must understand the intentions of visitors and do not introduce and promote right away. This is futile.
Therefore, learn to identify customers.
(1) Observe the behavior of customers. If a customer looks at a product and passes by it at a glance, then give up; if a product stagnates for a few seconds, then the opportunity has come; if he can’t help but reach out to touch the product, pay attention.
(2) If the customer shows strong interest and hints that there is an order, the exhibitor should guide him to say his favorite model, then ask the quantity, and then make a PI. Isn’t this a natural outcome?
(3) From the cards handed to us by customers, we can collect a lot of information within three to five seconds after receiving the cards, including company, country, etc. If we choose to apply some tools, we can quickly obtain all the information related to the company based on the business card.
2 Sales are successful based on questions
Sales is actually communication. Only by understanding customers through communication can we prescribe the right medicine and tap into customer needs.
However, the vast majority of exhibitors never actively ask questions to customers, but always passively wait for customers to ask questions and make requests, resulting in many missed sales opportunities.
Generally speaking, the exhibition is only four or five days. Buyers have very limited time to watch the exhibition. Generally speaking, they can only stay at a booth for a short time. Therefore, exhibitors must introduce them clearly and concisely. Communication is best to be two-way interaction.
3 Differentiate customers into different types
When communicating with customers, be sure to take notes. The first phase of the Canton Fair lasts for 5 days. A large number of customers come to our booth every day. The amount of information is huge. Exhibitors must have a deep impression of core customers. You can deepen your memory by taking photos and recording audio.
On the day of the exhibition, the salesperson should immediately scan the business card of each customer, then create a file for each customer, and organize all the recordings of discussions with the customer into text and put them in the file.
According to the recording results, exhibitors should classify all customers. Customers are generally divided into four levels:
First-level customers are customers who have already determined the order details on site. Such customers only need a little follow-up to sign the order;
Second-level customers are customers with obvious intention to place orders. They consulted a lot of product details at the Canton Fair and have actual order inquiries;
Third-level customers are general potential customers, that is, users who only learned about the company’s products in detail at the Canton Fair but did not inquire;
Fourth-level customers are potential users, that is, they only have a general understanding of the company’s products at the Canton Fair.
After the exhibition, you can call or email each customer according to the four levels of customers you organized, select key customers for follow-up, and improve work efficiency.
During the Canton Fair, exhibitors need to master key skills such as customer identification, problem-oriented communication and customer classification management in order to efficiently win orders. This article summarizes the three main skills of exhibition sales, as well as how to distinguish and follow up potential customers to improve sales efficiency and success rate.