I. Invitation and survey

1. Invitation: refers to the new and old customers of the company who must be notified by means of online announcement or formal invitation letter before the exhibition begins. The work should be completed within 1 month before the exhibition starts. Invitations also apply to the company's target customers and potential customers.

If the customer responds to the invitation of the company, it should determine the information of the other party as soon as possible: such as the itinerary of the other party, the name of the exhibitor, whether there is any previous cooperation, the specific operation of the business personnel, the previous quotation list, the problems existing in the cooperation and the new product information that the company wants to recommend to it. The above information should be organized into a file form, and the salesman attending the exhibition must have a general understanding in order to use it when contacting customers at the exhibition site.

For customers who do not respond, the salesman responsible for the customer needs to send an EMAIL two weeks or one week before the departure, informing the customer of the specific schedule of the company and the emergency treatment of the sales situation during this period
And so on. Designed to reflect the company's respect for customers, but also once again remind customers of the exhibition time (some customers themselves may attend the exhibition, but may not inform the factory. Two notification reminders should be able to deepen the impression of the factory's booth number.)

2, investigation: The investigation itself stems from the sales habits of the company's business personnel and the accumulation of time, some large domestic enterprises in attendance at the exhibition because of the special personnel responsible for the management of the matter, so there will be detailed investigation records of all aspects of the exhibition information.

The main analysis is as follows:

1. Exhibition scale and development trend.

2. The situation of similar enterprises (preferably similar products) in the exhibition.

3. Try to obtain a list of major customers who have attended the exhibition before.

4. Set target customers.

2. Booth design and personnel training

1. Booth design.

2, personnel training: As a consideration of the company's long-term development, it is necessary to set a certain training course for employees every year. The personnel training before the exhibition is mainly for the company's sales staff.

Salespeople attending the exhibition should pay attention to the following points:

A. Salespeople attending the exhibition must have A certain grasp of the performance, function, characteristics and biggest selling point of the product.

B. Technical information. As a salesperson must have a certain understanding of the technical information of the product, but it is not required that each salesman must be proficient. When it comes to questions that are difficult to answer, the best answer is SORRY, and then tell the customer directly that these questions belong to the scope of technical personnel management and can be answered after returning to the company. This is better than pretending to understand or unconsciously giving the customer wrong information.

C. Grooming and dress. If the company has the conditions and is fully prepared, try to provide uniform dress for employees. For women, dark suits, high heels, moderate light clothing is appropriate; The man has a dark suit and tie. Women should be around the reception desk or near the front of the booth, and decisive negotiations should be as far as possible with men.

D. Standard expression. Basic etiquette in the West is to smile and look the other person in the eye when talking. Although every foreign trade person on this point has been familiar with, but really can do a good job of few. Please remember that the exhibition is an important opportunity to show the company's image, and the good quality of the sales staff can leave a deep impression on customers.

E. Reception level.

Qualified exhibition reception personnel should start your reception service when the customer will look at the company's products for three seconds. Personally feel that for this kind of customer, you can hold a smile, so that whether the other party is interested in your product will not embarrass the salesman itself, but also exercise your affinity ability. But when the client stops to ask for information or ask a question, your real reception begins. Qualified sales personnel should be able to determine the customer's interest in a short period of time, as well as the basic sincerity of the purchase. This information can be obtained through questions and answers or from the customer's business cards and materials. The level of reception refers to: when a customer talks with you, please note that "only stand at the door to talk", "Please visit the booth", "sit down to talk", which respectively represent three different programs and customer levels. Due to the large number of people at the exhibition site, the reception time is limited, and the etiquette of personal conversation can not interrupt the conversation to receive another customer, such as the need to "sit down to talk" customers, at least the sales staff think that more valuable candidates.

F. Negotiation skills. In the short negotiation process, the salesman's task in addition to introducing products to customers and distributing information, another important task is to understand the other side as much as possible. Get used to asking questions to obtain customer information, and "listening" can be used to replace didactic sales for customers who are good at talking. The content of the conversation with the customer in the field must be recorded in detail. As the old Chinese saying goes, "A good memory is not as good as a bad pen", the easiest way is to prepare a notebook and stapler. Write down what you hear and order a client's business card next to the message. And ask for the date and the client number. In addition, the format of the customer information record form I used before is provided, and your company can also refer to it.

E. Customer classification. According to the conclusion obtained in the negotiation, customers are divided into four levels: A, B, C and D. Different companies have different classification methods. In general:

(A) Customers who place orders on the spot, old customers who are interested in new products, or customers that the company has been trying to develop.

(B) Target customers, internationally renowned enterprises or purchasers. There is also an intention to cooperate.

(C) Where cooperation is considered possible.

(D) Obtaining company information.

G, quote. It must be noted that a considerable number of customers in the exhibition are actually attended with a price comparison attitude. Generally, large enterprises or foreign exhibitors will never easily quote to customers, which customers can understand. Therefore, when you judge that the customer has NO development value according to your own judgment, you can directly tell him "NO PRICE, BECAUSE IN EXHIBITION" and then tell him that if he is interested in a certain product, he can make an inquiry by EMAIL after the meeting.

H, other small means of adding impression points:

A) Take a group photo. For good customers can ask him to take a photo with you, and EMAIL him a copy after the exhibition. The key is to capture the company's products or LOGO as much as possible, so that customers will be reminded of the company when they see the photo in the future.

B) Cheap little gifts. Something with a company LOGO and name, or a small gift with Chinese characteristics. Such as China knot and so on. Of course, it is best to apply to foreign exhibitions, in addition, we must pay attention to the different customs of various countries, such as some factions of Islam are sensitive to red ornaments.

C) With the quotation and PI in regular format, if you meet customers who place orders on the spot, I believe that your company's practice will be highly appreciated.

D) Call out the names of old customers (including customers who have met in the exhibition before, have communicated with but have never placed an order). This type of customer is most likely interested in your company's product itself, but for some reason, such as price or already have similar partners, etc., did not become a real customer. To know how to "rob" the customer resources of other companies is also a basic skill of mature salesmen.

Third, other supplements

The following items must be prepared for the exhibition:

Samples, samples, business cards, notebooks, pens, calculators, staplers and nails, scotch tape large, clips, scissors, bags.

Familiarize yourself with the exhibition process before you travel.

The selection of samples must represent the highest technical level of the company. The more detailed the better the description and introduction. Necessary customers can give him the details, so as to give the customer the impression of "professional".

Four, the basic skills of judging customers

Dress up: Only the exhibitors have strict requirements on dress during the exhibition, so even if the guests dress casually
It's perfectly normal. Don't judge guests by their clothes. The reception must be warm, humble and confident.

Personal items: In addition to business cards and customer promotional materials, pay attention to the customer's hand collected samples of other companies
It is the basis to judge whether the customer is a real buyer.

Talk: If the customer is very familiar with the product performance, etc., then it is worth talking to him in depth. As for the content of the negotiations, we still believe that it is better to ask more, listen more and talk less. Because the customer is already very familiar with the product itself, even better than you know it, the focus of your conversation should be: Is the customer already purchasing domestically? What is the method of procurement? What are the main sales directions of this product in their country? Basic sales performance? And so on.

Personnel: Among the African countries, South Africa has a higher probability of purchasing. European and American guests, such as accompanied by a translator, are worth a good grasp. Such customers often have low awareness of the Chinese market, and are likely to have worked with domestic factories for the first time or rarely! European and American clients Taiwanese or Hong Kong people. The foreign trade business in Hong Kong and Taiwan is more developed than that in China, so the customer resources in their hands are more real and credible. Of course, in addition to the customers they bring, RTHK customers are also resources that can be developed. As for customers from African and Middle Eastern countries who have offices in China or show a very "China hand", note that such customers may only inquire about prices.

5. Work after the exhibition

1. Resource processing.

At the same exhibition, there may be dozens or hundreds of companies promoting the same series of products. In addition to the existing market, brand, scale and other fixed factors. The handling of exhibition resources by business personnel is also a factor affecting the quality of exhibitors.

A. Data collation: After each exhibition, the factory shall classify and collate the collected exhibition resources. It is proposed to COPY a copy completely, and the original collection of the company archive is collected by the business personnel. The first advantage of this is that it helps salesmen and business managers to sort out resources. The second is to protect the security of the company's customer data.

B, customer classification division management: according to the exhibition collected A, B, C, D four different types of customers, according to the different customer levels, respectively to give different ways of contact.

For Class A customers, email return visit + invitation to visit + brief introduction of the company and reception staff + reminder of the issues discussed in the exhibition + special questions or technical difficulties, if you cannot give a timely reply, you should tell the customer a general reply period. The above must be completed within one week after the exhibition.

Class B customers, email return visit + brief introduction of the company and reception staff + detailed introduction of the products promoted + cooperation intention.

Class C and D customers: simple mail can be sent in a group.

For the customers who reply to the above emails, the salesman should give a reply within 24 hours in principle.
If you cannot reply immediately, explain the reason and give an approximate time for reply.

For class A and B customers in the above email, if there is no reply within half a month, they need to contact again. The content is much the same. In principle, the contact of A and B customers within 2 months should not be less than 3 times. Contact C and D customers not less than 2 times. Every holiday can send some simple congratulatory letters to deepen customer impression.

2. Customer habits

Sales people need to distinguish between the different habits and preferences of your target audience. Possible need for each partner client and
Create detailed customer profiles for potential customers. The benefits of this are not just formalistic, the most obvious one. Because business personnel are relatively "mobile" occupations compared to other types of work, once the old salesman leaves the company, if there is no complete file, it is bound to bring certain difficulties to the newly accepted salesman work. Moreover, the current foreign customers are more and more inclined to cooperate with the "factory", so even if the old business personnel are lost, as long as the files are sound and the communication is timely, it can avoid the loss of customers with the salesman.