How can exhibitors dig out customer needs immediately after the Canton Fair exhibition and quickly trade customers? This is a concern for all exhibitors and sales staff. Let’s discuss how exhibitors can effectively follow up customers after the Canton Fair ends?
1. Check and improve customer information
After the exhibition, it is necessary to check the leads obtained from the exhibition in time within 1-2 working days, make a customer information statistics table and enter it into the CRM system. Because real-time follow-up in the first week after the exhibition is particularly important, prevent competitors from logging in first. According to Google search, Facebook page, and third-party enterprise registration information platform review, obtain correct company information: company name, contact person, phone number, email, website, online chat account, address, region, time difference, business scope, company size, wholesaler/buyer, required/interested goods, purchase quantity, willingness, follow-up progress, etc.
2. Customer segmentation
Different customers have different needs, and the follow-up methods are also different. Therefore, exhibitors need to use different follow-up methods according to customer categories. Screening and follow-up based on comprehensive customer leads input into CRM:
1. New customers who have just completed exhibition transactions
They understand each other and relatively agree with the company and products. For new cooperative customers, after the contract is confirmed, timely deposit remittance is implemented to prevent “long nights and many dreams”. Send new product brochures by email on time, ask about customer needs, greet on holidays, and increase customer stickiness.
2. Potential customers
The characteristics of the customers are customers who will trade recently after solving the problem. These customers need to be given priority at the first time, and the questions consulted by the studio should be sorted out and sent to the customers. At the same time, follow up by phone and email to explore needs, push samples, invite them to the factory for investigation, and put customer conversion first.
3. Old customers
The characteristics of the customers are that they highly recognize the company and products and will continue to place orders. Send holiday greetings by email on time to cultivate the potential of major customers to increase procurement volume.
4. General customers
The characteristics of the customers are customers who need long-term follow-up. Send company advantages and new product brochures on time, ask about customer needs, and increase customer stickiness and trust.
3. Effectively follow up with customers
Follow up with customers every day. Emails-phone calls-mail samples-appointment interviews (visits or active visits). The first impression of the email is very important. After the exhibition, what content was pushed by the email follow-up?
The first letter: a greeting and thank-you letter, thanking you for entering everyone’s live broadcast room. What products the company makes, product catalogs, company advantages, and local cooperation cases in China, simplify the content, contact customers, and understand and learn about the products.
The second letter: in-depth answers to the questions in the live broadcast room communication, explain the advantages of the products of interest, which products give customers prices, let customers recall the content of the communication at that time, and ask customers what their current purchasing plans are.
The third letter: according to the company’s willingness to respond, mail samples and invite customers to visit the factory.
After sending the above three emails, merchants can also communicate with customers through telephone and online chat software, communicate customer needs in a timely manner, and follow up on conversions; mail samples according to their wishes, the sample fee is borne by the enterprise, and the freight is borne by the customer, clearly inform the customer to sign the cooperation, and deduct the sample freight from the order amount; after mailing the samples, it is convenient to better solve customer problems, eliminate customer concerns, and invite customers to visit the company’s factory or take the initiative to visit.
Fourth, online advertising helps track and convert customers
15 days after the end of the exhibition, make good use of online advertising to help track and convert customers, and obtain potential customers who actively understand according to Google search; search remarketing, display remarketing, Google mailbox directory tracking, YouTube video remarketing, track and convert all customers who have visited the website/tracked before, during, and after the exhibition; Facebook Ads ads obtain potential users in the world and specific countries according to user interests/preferences.
This article introduces the importance of inviting customers to convert in sample survey factories, as well as how to increase the purchasing potential of old customers and follow up on the needs of general customers. At the same time, it explains the content of email tracking push and the method of using online advertising to help track and convert customers. Through the use of Google search and Facebook Ads, we can effectively attract the attention of potential customers and improve business conversion rate.