Follow Up Work Of Exhibition: Turn Prospective Customers Into Buyers.

In an exhibition, the exhibition is only the beginning of business operation and marketing. After the exhibition, there is often more work to be done, which can be called "follow-up work" for exhibitors.

The main contents of the exhibition's follow-up work are consolidating, developing customer relations, promoting products and services, negotiating trade and signing contracts.

If the exhibition is equivalent to "sowing" and establishing a new customer relationship, then the follow-up work is equivalent to "cultivating" and "harvesting", and it is an important link to develop the new relationship into a practical customer relationship.

Thank

At the end of the exhibition, we should make every effort to thank the units and staff that are helping.

It is better to thank the booth manager himself.

For the most important people, you can give thanks and thank you even after dinner.

If there is no time to thank each person and unit in person, at least give thanks to the main personnel and units, and send a letter to the staff and units that can not thank in person as soon as possible.

Acknowledgement is the same as payment, acceptance of payment for goods and services, acknowledgement of help and support, and appreciation of those who give help and support even if they are not prepared to participate in the exhibition again.

Acknowledgement should be one of the following routine works.

Acknowledgement is not only a form of etiquette, but also a good promoter for building good relationships.

It is better to give thanks to some of the questions when receiving the reception, because this is no longer a general communication, but rather a closer and deeper way of communication, which shows the importance attached to visitors.

Thank you for visiting the booth, whether you are an existing customer or a potential customer, thank you for visiting the booth.

This is a relatively big job and can be done before the exhibition is over.

Propaganda

If the exhibition is effective, a press conference or press release can be held to provide the exhibition and the press to further expand the impact of the exhibition.

Under normal circumstances, relevant press releases on the exhibition should also be provided to the media.

Many exhibitors do not pay much attention to the publicity after the exhibition, and pay attention to the publicity before the exhibition. In fact, publicity after the exhibition can get a more prominent publicity effect and enhance the impression of visitors.

Establishing trade relations

Before the closing of the exhibition and before leaving the exhibition area, we can seize the time to visit the key new customers on the exhibition.

Each buyer will establish contacts with many exhibitors at the exhibition, but will only establish a practical trade relationship with a few enterprises.

This depends on product, price and other conditions. On the other hand, it depends on efficiency and quality. It is necessary to consolidate the relationship with new customers before the competition. Whoever works well will win new customers.

For close proximity projects, we must continue to negotiate with each other and strive to sign contracts before leaving the exhibition area. Otherwise, projects that have not yet been completed may change at any time.

After all, the market is full of variables and time is not waiting.

Preparing for the next exhibition

Exhibitors may wish to continue exhibiting. If so, they can get in touch with the organizers of the exhibition. Shang Qia, as early as an application, has some advantages. The organizers of the exhibition are more likely to be familiar with exhibitors. The exhibitors have the opportunity to select the location of the site first. The organizer may mention the first application company in his press release, which is also an opportunity for the company to expand its influence.

Update customer list

In a market economy environment, customers are important factors for the survival and development of a company. They are generally divided into two categories: existing customers and potential customers.

In the developed market, it is not difficult to collect and compile all the customer lists. Moreover, companies with good marketing work have many complete customer lists.

All customers should be the object of the company's efforts to establish relationships.

The existing customers are customers who have actual trade relations. To maintain, consolidate and develop the relationship with these customers, exhibition work also bears much of this task.

At the same time, existing customers also have the possibility of being dug away by competitors.

A potential customer is a company or institution that has no trade relationship but can make it a client through efforts.

Contacting potential customers and developing relationship with potential customers is an important and major task in the follow-up work of exhibitions and exhibitions.

Through contacts during the exhibition and subsequent consolidation and development after the exhibition, some potential customers can become real customers, but at the same time, they may lose some existing customers.

The list of company customers may change. Therefore, we need to compile, adjust, update the list of customers, analyze and analyze the changes of the list, find and adjust the direction and input to the customers, adjust the propaganda, advertising, public relations, and the focus and way of the exhibition work.

Develop customer relationship

The important task of trade shows is to develop customer relationships, including consolidating the relationship between existing customers and developing potential customers, especially the latter.

Potential customers often mean the future development of the company. However, due to the short exhibition time and the large number of customers, most of the exhibition reception work is to contact and know the customers as much as possible. During the exhibition, the number of customers should be emphasized, and the quality of customers should be emphasized after the exhibition. It is necessary to deepen mutual understanding with customers, establish mutual trust relationship, and develop the relationship of knowledge into partnership and business relationship.

Trade Promotion

Selling products and services and negotiating contracts are the ultimate goal of the exhibition.

During the exhibition, sales of old products and services to existing customers can be more rapid and may be signed during the exhibition.

However, selling new products and services to existing customers, selling any products and services to potential customers and conducting trade negotiations may be time-consuming, and may continue to work after the exhibition.

One of the main contents of the follow-up work of the exhibition is to continue the trade negotiations and strive for the signing of the contract, or to continue to do the work to the customers who have shown interest in buying, to guide their purchase intention, and to negotiate the paction.

Matters needing attention in the follow-up work of the exhibition.

Timeliness

Two surveys in the United States indicate that the sales volume of exhibitors can be more than 2/3 if they continue to contact new customers after the closure of the exhibition.

Therefore, the famous American exhibition expert Alan.

Dr. Allen.

Konopachiph) it is recommended that the exhibitors spend 15%-20% of the budget on follow-up publicity and follow-up work, and plan follow-up work at the time of the exhibition preparation, rather than considering the work after the closing of the exhibition.

The follow-up work can be arranged for up to 12 months.

The departments and people responsible for the follow-up work should be clearly identified.

Under normal circumstances, the exhibition department is not responsible for the follow-up work of the exhibition, and is responsible for the sales and technical department.

In addition, responsibilities between agents, subsidiaries and head offices should be distinguished.