How to better follow up with customers after the exhibition?

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Let you capture the order "fast", "accurate" and "hard"

The Canton Fair, the "weather vane" of foreign trade, was held as scheduled. Despite the grim foreign trade situation and outstanding risk factors, the 20-day Canton Fair is still one of the most valued exhibitions in the foreign trade industry, and it is also the best opportunity for foreign trade enterprises to contact customers and compete for orders.

However, there is a saying that "Kung Fu is outside the play". During the intense exhibition, the intensive "bombing" of customer information really made people happy and worried. The good news is that a piece of customer information may be a rare business opportunity; What is worrying is, in the face of dense information, how can we give full play to our due value after the meeting?

What I share with you today is the unique "Six-pulse Excalibur", and the massive information makes you no longer unable to start. From then on, you will become fast, accurate and heartless.

The first measure: lock the customer and determine the target keywords: record requirements and grades.

When a foreign trade enterprise participates in the exhibition, the salesman should prepare an exhibition record book to completely record the on-site negotiation of each customer's needs, questions, product interests and so on. These field records are the most important standards for business analysis, judgment and tracking in the future.

After the exhibition, starting from the on-site negotiation records, customers will be graded according to the negotiation contents. Different customers have different grading standards. The following is an analysis of new customers developed by the exhibition.

A-level customers need priority follow-up, focusing on follow-up.

Its standard is to deeply understand the company's scale, production capacity and delivery date; There is a specific starting point, when it comes to products and quotations, there is a demand for samples, and even the payment method, factory inspection, packaging method and after-sales service are mentioned.

In addition, there are two references:

First, whether there is a clear purchase volume of domestic and foreign counterparts in the history of customers;

Second, whether the customer has a clear purchase intention, and inform them of the standards they want and the requirements for the products.

For example, the pre-order quantity of a product in China in the next six months, or what kind of suppliers you need to find. If the customer has problems with the existing suppliers, or the customer needs to find more than two suppliers, then this customer deserves further study.

Specific characteristics of such customers:

Customers with high probability of placing orders within a short period of time, usually within 3 months; Customers who are currently cooperating with their peers but have pain points, especially those who are dissatisfied with the current cooperative suppliers mentioned in the interview at the exhibition; Customers will visit the factory in China within one to three months; Customers hold promotional orders and are eager to place orders for shipment; Customers who have been tracked by salesmen for a long time will be discussed at the exhibition, and priority should be given to follow up after the exhibition.

B-level customer standard: He has discussed three to five issues on a topic, has a clear product entry point, and may have talked about the product situation and quotation. However, he has a supplier. At present, the cooperation is relatively stable and he has no intention of transferring it. It is recommended to follow up for a long time.

C-level customer standard: simple business communication and exchange of business cards, but there is no very clear product demand and no clear procurement demand.

Such customers may be looking for business opportunities for certain products, or they may be in a new industry. I'm still learning about the bottom stage. At this point, the salesman needs to know more about the customer through the Internet and other means, and know whether the existing business scope of the customer is close to the product range provided by himself; Understand whether his customer base is consistent with his existing customer base. Such customers have considerable development value.

D-class customers are customers who just exchange samples for business cards, and there is basically no communication.

There are a large number of such customers at the exhibition. In this regard, the salesman should re-select and develop through later information collection and customer analysis.

The second measure: the day of the exhibition, the pursuit of victory Keywords: minutes of the meeting

After returning to the hotel on the day of the exhibition, it is suggested that the salesman write an email to the screened and locked important customers, which is both a thank-you letter and a summary of the meeting.

This formal meeting minutes will make customers feel that you are professional, and you can also attach photos you took with customers at that time, group photos or pictures of products he is interested in, which will attract more attention.

The third trick: the system "dissects" the customer's "texture" Keywords: analyzing the butterfly map.

Sales staff should try their best to manage the sales opportunities of key customers after the exhibition and carry out strategic follow-up through systematic analysis of customers.

As can be seen from the figure, in order to analyze the customer's purchasing potential, it is necessary to know what products the customer is engaged in, what the customer is buying, the current purchasing scale of the customer, the existing purchasing categories, and even how much the customer can buy depends on how much he can sell, and how much he can sell depends on his sales channels. Therefore, it is necessary to know the sales channels of customers. Therefore, in addition to communicating with customers and understanding customers, enterprises also need to collect a large amount of customer information through various channels after the exhibition.

After the above analysis is completed, we will analyze the customer's purchase possibility, purchase quantity, whether he will become a quality customer and so on.

Through customer analysis, we can finally present a matching degree, that is, whether the customer matches the enterprise or whether the enterprise matches the customer. If the customer is tall and the enterprise is Cinderella, it will be difficult to match. On the other hand, if the products and services that enterprises can meet customers' needs in a short time have a high degree of overlap, they should give priority to upgrading and following up in customer files, and constantly provide them with new value.

The fourth measure: "personal tailor" letter keywords: professional, meticulous and personalized.

After the exhibition, sales people often find and follow it, but it is not welcomed by customers. From the perspective of letter opening, there may be the following two problems:

First, the open letter is stereotyped, lacking individuality, without personalized answers to customer needs, and it is suspected of "mass mailing";

Second, the description of the company and products is "good quality" and "accurate delivery". In this expression, your advantage is that everyone has the same advantage, lacking personality and sales incitement.

What is an open letter that can impress customers? -the first letter after the exhibition should focus on the requirements put forward by customers at that time, the products negotiated at the exhibition, the initial intention reached at the exhibition, the introduction of the company and how to serve customers in the next step.

There are many reasons why opening letters is not attractive enough. Maybe the information you provide to customers is not detailed and professional enough. For example, whether the products provided to customers lack data demonstration support, structured expression and detailed description, the credibility and professionalism are greatly reduced.

In another case, it may be that the customer's existing suppliers are relatively stable, or the risk of transferring orders is relatively high. If he changes in a short time, he is afraid that you can't deliver the goods. In this case, we should start from the customer's concerns and dispel his concerns from the aspects that the customer cares about. You can write such an open letter, trying to capture his concerns through some questions, and then respond to his concerns in a targeted manner.

Reference email of quality opportunity customers:

This kind of customers have the demand and intention to buy products, but only decide from what specifications, what quantity and whom to buy. This kind of customers, when tracking, should focus on the choice of specifications and ask the details of customers' needs. By paying attention to specific details, you can catch customers' attention and push them forward.

Dear XXXX:

It's great to take it to the Canton Fair.

According to your request, I will send you the detailed specifications of XXX model. For reference only, we use high-quality imported materials with zero lead. It is very popular in the European market, because consumers are demanding more and more green products. Start with the details, provide customers with sufficient information, and at the same time suggest that your product is good, why the price is more expensive. Even if you don't say it directly, the customer knows it. )

Can you tell me how many pieces are needed for this model? Do you have any requirements for packing? By asking questions, focus the customer's attention on the details that can be promoted. As long as the customer provides you with a little bit of detailed information that constitutes a complete order, you are moving towards the order step by step. )

Best regards,

XXXX

Interested customer reference email:

The customer is interested in the product, but has not made up his mind to buy it. Why don't you make up your mind, either because the market needs further understanding, or because you have a good partner who is not satisfied at present, but you have to break the cooperative relationship and worry that the new supplier is risky. What if even this old supplier is inferior? For this kind of customer, your focus is to push him to make a decision, not to emphasize why he wants to cooperate with you, because he has not made a decision yet. Only when he makes a decision will he consider who to cooperate with.

1. Market type needs to be investigated.

Because customers don't understand the market, they have concerns about whether the market can sell well. Therefore, through some successful cases, we can help customers build up confidence, be patient and show confidence at the same time, and even give customers a special policy for them to try.

Dear XXXX:

I'm glad to talk to you at the Canton Fair and learn about your interest in our XXX products.

After the fair, I collected some information about our sales, which may be helpful to you. For reference only, for this model, our sales in XXX country are xxxx. Our customers say that the market especially likes the XXX features of XXX (products).

I am confident that you can sell XXX well in your market. Please let me know if I can help you research or test the market.

Best regards,

XXXX

2. Never give up existing suppliers.

The key point is to tap the weaknesses of existing suppliers, make customers feel pain and realize that a bad supplier is harmful to his business. Be careful, don't attack your competitors directly, it's not elegant and customers won't like it. Attack the weaknesses of competitors, not the competitors themselves. For example, we know that the quality of our competitors is unstable. Don't say that the quality of XXX company is unstable and not good. Instead, you should say, "Have you given your customers stable quality? What will happen to you if the quality is unstable? "

Of course, some customers will tell you that the existing suppliers have problems, and more customers will not tell you. He thinks that if he tells you, he will be at a disadvantage in the negotiation and be used by you. When the customer doesn't tell you, you have to figure it out by yourself and ask by innuendo.

Dear XXXX:

Thank you very much for your visit during the Canton Fair.

Behind every successful dealer, there is a competent and reliable supplier.

As a reliable production supplier of&XXX, XXX (a well-known big customer), we hope to be your backing and give you firm support.

Can you give us a chance?

Best regards,

XXXX

Reference email of the customer who collected the information:

Such customers often don't know much about this product, just ask and get some information. Some even ask a price directly, and some salesmen mistakenly think that customers who ask prices must be very interested. In fact, quite a few customers ask about the price just to get a casual understanding. They haven't even seriously considered selling this product, let alone cooperating with you. I will also build such a customer base and send it to them with a template. This kind of customer focuses on helping him understand the ins and outs of this product, its selling points, market opportunities and so on. Contact customers to investigate this product in depth and make up your mind to buy it.

Dear Peter:

I'm glad to talk to you at the Canton Fair.

In order to let you know more about our product XXXX, I enclose our brochure for your reference.

In short, this product is positioned in the high-end market and its distribution profit is higher. Consumers like its features:

1)?

2)?

3)?

If you have high-end customers, this is a very good opportunity and deserves further investigation.

Best regards,

Kate

The fifth measure: only give customers the keywords they want: selling creativity and shaping value.

Sometimes, enterprises find that they have a certain degree of matching with customers, and customers also have certain needs, but they can't "win" for a long time because customers haven't recognized the enterprise value. If the email communication fails, the salesman can try to invite the customer to the company, or invite him to the booth for discussion again during the exhibition, or even visit him to get his approval for your visit.

Many years ago, in order to "win" a big Russian customer, every time he participated in the Canton Fair, he would invite customers to sit in the booth of the enterprise and share with him the trends and trends of domestic product development, what his competitors were doing, what product mix and promotion methods were used to compete with his competitors, and so on. In the end, this practice of "not selling things, instilling ideas" worked. Three years later, I finally got the opportunity to cooperate with this customer.

Through this real case, the salesman may wish to think about whether the information provided to the customer every time is valuable. Even irregular new product recommendations and improvements are better than repeating "Our products are of good quality" and "Did you get my email?" Perhaps you can also add some other "condiments" to the letter, such as politely asking the reasons for shelving the cooperation, the current business situation of the customer, giving some reference suggestions to the customer and giving us ideas to solve the customer's problems rather than the product itself.

Sixth measure: Pay attention to customer communication management Keywords: sales opportunities

Experienced foreign traders know that the most difficult thing in foreign trade sales is not customer management and business management, but communication management.

It is very necessary for the salesman to establish a "customer communication management table", and the contents of the record should be as detailed as possible. The theme of each communication with customers, the goal of each communication, the effect achieved, and the time and theme of the next follow-up are both a summary and a clear direction.

Enterprises also need to train sales staff to use customer sales opportunity management tools to form a good habit of communication and management with customers.

I have a customer management card, and the salesman can name a communication strategy record form for each customer. Every time you follow up, the salesman has to fill it out. What is the purpose of this communication with this customer, what are the strategies and methods, what is the result, the theme and time of the next time. After a long time, the salesman will have a thick communication record book developed by customers.

This brochure can be consulted by sales staff from time to time, and it is very clear which customer has tracked which step. Then, it will be reassessed every month. If the customer makes a deal, it will be transferred to other categories; A customer has started to send samples, and when there is a factory inspection action, priority is given to site selection in advance; If there is no reply to the communication, you can put it aside first and contact them when the company has a new product and a good promotion policy.

Foreign trade is not easy, do it well and cherish it!

If you work hard, God will take care of you!

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