I. Inviting customers and investigating
1. invitation letter: refers to the new invitation letter that must be notified to the company by online announcement or formal invitation letter before the exhibition starts.
Old customers. It can also be done through advertisements, magazines, media, etc., and the works should be completed within 1 month before the exhibition begins. The invitation method also applies to the company's target customers and potential customers.
If the customer replies to the invitation of the company, it is necessary to determine the information of the other party as soon as possible, such as the itinerary of the other party, the name of the exhibitors, whether there is pre-cooperation, the specific operators, the previous quotation list, the problems existing in the cooperation, and the new product information that the company hopes to recommend to them. The above information should be arranged in the form of documents, and the salesmen attending the exhibition must have a general understanding so as to use it when contacting customers at the exhibition site.
For customers who have not responded, the salesman in charge of the customer needs to send an email two weeks or one week before departure to inform the customer of the specific itinerary of the company and the emergency handling of the sales situation during this period. The purpose is to show the company's respect for customers, and remind customers of the exhibition time again (some customers may attend the exhibition themselves, but they may not inform the factory. Two notices and reminders should impress them with the booth number of the factory. )
2. Investigation: The investigation itself stems from the sales habits and peacetime accumulation of the company's business personnel. Some large domestic enterprises have detailed inspection records of all aspects of the exhibition because they have special personnel to manage affairs during the exhibition.
Mainly analyze the following situations:
1, exhibition scale and development trend.
2. The situation of similar enterprises (preferably similar products) in the exhibition. 3. Try to get the list of major customers who have participated in the exhibition before. 4. Set target customers.
Second, booth design and personnel training 1, booth design.
2. Personnel training: For the long-term development of the company, it is necessary to set certain training courses for employees every year. The personnel training before the exhibition is mainly aimed at the sales staff of the company.
Sales staff attending the exhibition should pay attention to the following points:
A, the sales staff attending the exhibition must have a certain grasp of the performance, function, characteristics and the biggest selling point of the products. B. technical information. As a salesperson, you must have a certain understanding of the technical information of the product, but it is not required that every salesperson must be proficient. When encountering problems, the best answer is sorry, and then tell customers directly that these questions belong to the management of technicians and can be answered after returning to the company. This is better than pretending not to understand or unconsciously giving customers the wrong information.
C, appearance and dress. When the company has the conditions and is fully prepared, try to provide employees with uniform clothes. Ladies should wear dark suits and high heels, and moderate color reduction is appropriate; Men wear dark suits and ties. At reception, women should be around the front desk or in front of the booth, and decisive negotiations should be made by men as much as possible.
D, standard expression. The basic etiquette in the west is to keep smiling and look into each other's eyes when you speak. in spite of
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This is familiar to every foreign trader, but only a few can really do it well. Please remember that the exhibition is an important opportunity to show the company's image, and the good quality of sales staff can leave a deep impression on customers.
E. reception level.
Qualified exhibition receptionists should provide reception services for you from the third moment when customers look at our products. Personally, I think you can smile at this kind of customers, so that no matter whether the other party is interested in your products or not, it will not embarrass the salesman himself, but also exercise your affinity. But when the customer stops to ask information or questions, your real reception task begins. Qualified salespeople should be able to judge the products that customers are interested in and the basic sincerity of buying in a short time. This information can be obtained through questions and answers or from customers' business cards and materials. Reception level means: when a customer talks to you, please pay attention to "just stand at the door and talk", "please visit the booth" and "sit down and talk", which represent three different programs and customer levels respectively. Due to the large number of people at the exhibition site and limited reception time, it is polite not to interrupt the conversation to receive another customer. If the customer needs to "sit down and talk", at least the salesperson thinks it is a candidate with more development value.
F, negotiation skills. In the short negotiation process, besides introducing products and distributing information to customers, another important task of salespeople is to know each other as much as possible. It is customary to ask questions to get customer information. For customers who are good at talking, "listening" can also be used instead of didactic sales promotion. What you talk to customers on the spot must be recorded in detail. There is an old saying in China that "a good memory is better than a bad writing". The easiest way is to prepare a notebook and a stapler. Record the information you hear and write down the customer's business card next to it. And ask for the date and customer number. In addition, I provide the format of the customer information record form I used before, and your company can also refer to it.
E. customer classification. According to the conclusion of negotiation, customers are divided into four grades: A, B, C and D, and different companies have different classification methods. Generally speaking:
(1) Customers who place orders on site, old customers who are interested in new products or customers who the company has been working hard to develop. Target customers, internationally renowned enterprises or buyers. There is also an intention to cooperate. Cooperation is possible. (d) Company information has been obtained.
G. quotation. It must be noted that, in fact, a considerable number of customers come to the exhibition with a price comparison attitude. Generally, large enterprises or foreign exhibitors will never quote their customers easily, and customers can understand this. So when you judge that the customer has no development value according to your own judgment, you can directly tell him that there is no price because it is on sale, and then tell him that if you are interested in a product, you can send an email to make an inquiry after the meeting.
H, other small means to increase the impression points:
A) take a group photo. Customers who can talk can ask him to take a photo with you as a souvenir and send him a copy by email after the exhibition. The key to shooting is to shoot the company's products or LOGO as much as possible, so that customers can think of the company as soon as they see the photos in the future.
B) small cheap gifts. Small gifts with company logo and name, or with China characteristics. Such as Chinese knots and so on. Of course, it is best to apply for foreign exhibitions. Besides, we must pay attention to different customs in different countries. For example, some factions of Islam are very sensitive to red ornaments.
C) With the formal quotation sheet and PI, if you meet customers who place orders on the spot, I believe you will greatly appreciate your own practice.
D) Name the old customers (including those who have met at the exhibition before, communicated but never placed an order). Such customers are likely to be interested in your product itself, just because of some reasons, such as price or having similar products.
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Partners and other factors and did not become a real customer. Knowing how to "grab" the customer resources of other companies is also the basic skill of mature salesmen.
Three. Other supplements
The following items must be prepared for the exhibition:
Samples, samples, business cards, notebooks, pens, calculators, staplers and nails, large scotch tape, clips, scissors and 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 description and introduction, the better. Necessary customers can give him detailed information and leave a "professional" impression on customers.