After an exhibition, why do some companies have full orders, while others return empty-handed? In fact, there are many reasons for the poor exhibition effect, and it cannot be simply blamed on the exhibition itself. Exhibition is a complex system project, involving a myriad of tasks. In addition to having competitive products, exhibitors also need professionals to lead such activities: designing distinctive booths, preparing suitable exhibition samples, mastering and using various business negotiation strategies and tools, and effectively organizing and managing the exhibition team. This requires exhibitors to make careful preparations before the exhibition, to proceed in an orderly manner according to the exhibition plan during the exhibition, and to follow up with customers in a timely and close manner after the exhibition. Each exhibitor must also write a detailed exhibition summary.
Coming back from the exhibition does not mean the end of the exhibition work, and business follow-up after the exhibition is also very important. Due to the limitations of the exhibition and the relatively short time, although a lot of customer information and business cards have been obtained, a lot of work needs to be done after the exhibition. The exhibition only establishes a preliminary connection with the customer, and the post-exhibition follow-up is the key link to develop this connection into an actual customer relationship.
During the exhibition, the salesperson should collect as much customer information as possible and keep careful records, such as marking what the customer needs most, what he cares most about, what kind of products and suppliers he is looking for, what kind of business partners he hopes to cooperate with, etc., so as to have a preliminary impression of the customer.
After the exhibition, based on the collected information, classify the customers according to their attractiveness, determine the priority contact order, and make a preliminary classification of the customers. Contact them in a targeted manner, such as sending emails with different contents.
For buyers who sign contracts on site. If the customer signs a contract with you directly at the exhibition booth, then you should pay attention to keeping in touch with the customer during the exhibition, send the contract to the customer for confirmation in time, and remind the customer to remit the money.
For interested buyers. Some customers will communicate with the company in detail, clearly indicate which products they are interested in, and ask about the characteristics and price terms of specific products. This type of customer also needs to be handled with priority at the first time, and all the information and issues asked by the customer at the exhibition site should be carefully replied to the customer. At the same time, the proofing issue should be promptly implemented with the factory, and the buyer should be informed of the progress of the sample and when it can be sent out.
For such customers who exchange business cards, ask for information, and show simple interest, you need to follow up further after the exhibition. After the exhibition, you can send the detailed product information to the customer as much as possible according to the customer’s requirements, and express the idea of hoping for an opportunity to cooperate. If there is a website on the customer’s business card, you can browse the other party’s website to understand what products the other party operates, and then send the corresponding product information according to different situations.
Of course, although the email is sent, it is not necessarily received. For this situation, the most effective method is to communicate directly by phone. The salesperson can organize the customer information into documents according to the customer classification, and timely note the tracking status of each customer, understand the buyer’s situation through the phone, and formulate corresponding solutions.