Attend Exhibitions, Communicate With Customers, And Pay Attention To Language.

[case] Miss Li is a buyer of a company. Every exhibition of building materials, household or stationery shows Miss Li patronizing, purchasing some materials or office equipment planned by the company.

At the furniture fair in Shanghai, the reporter met Miss Li, who was purchasing, and groped for the furniture show with her.

On this trip, Miss Li is going to choose a conference chair for the company.

While browsing nearly half of the exhibition hall, Miss Li stopped in front of a very interesting exhibition hall to browse Chen Shipin here.

The exhibitors were very enthusiastic. When she saw Miss Lee watching a table, she went to Miss Li and said, "you really have a good eye.

As you can see now, the design of this conference table and chair is first-rate, and the material quality and luxury table are placed in your company, which will greatly enhance your company's temperament.

Miss Li answered softly, "I don't think much of this.

Can you tell me about its concrete structure, such as height, corner, and so on?

Exhibitors enthusiastically replied: "of course, this set of desks and chairs design is very unique, the corners are to adopt the European retro style......"

Miss Li shook his head, interrupted him, and smiled, "you don't seem to be interested in what you say.

I am more concerned about... "

The exhibitors immediately took her, saying, "I know what you want to say! This furniture has taken the most elegant Ivory violet, and it is made of superior wood, and there are protective layers on the outside. I guarantee that its life span is absolutely over 20 years."

Miss Li was very helpless, and repeated again, "I believe all of these things, and you can feel them.

However, I think you misunderstand me. I am more concerned about it. "

Obviously, Miss Li would like to say, "I am more concerned about whether it is suitable for the enterprise I am in. How much is the relevant chair for this table?"

However, before she finished, the salesman robbed her, saying, "our company has specially equipped some tea sets for this set of tables and chairs.

In this way, both your staff and your customers can be used.

Besides, if you buy the full set, we can give you a discount price...... "

Miss Li interrupted him, "I'm sorry, I don't think I need it, thank you."

Why is this?

How to communicate with customers is the most headache problem for many exhibitors, and is also the most difficult to grasp.

And how do we do that? When we face our guests, we should be more active and occupy a favorable position to communicate with our guests.

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Reporter: from the point of view of the exhibition, effective communication is an effective way for marketers to keep in touch with potential customers at the exhibition and introduce products to customers in time.

Then, how should exhibitors communicate with customers at the exhibition?

Li Exhibition International Sales Department: the industry exhibition has gathered a large number of products and businesses. To make their enterprises and products stand out from their peers and keep their customers in mind, the most important thing is to highlight "differences".

Reporter: how can we use "different" to win the efficient communication with complicated exhibition? What should the exhibitors pay attention to?

Reed International Sales Department: an important purpose of exhibitors is to directly communicate with customers through face-to-face meetings.

But even for professional exhibitions, the range of customers coming to attend exhibitions is quite extensive: there are technicians purchasing personnel, and intelligence personnel responsible for collecting market information.

For technical personnel, the most important thing is to understand the latest research and development schedule and price of the latest products; for the purchasing staff, finding the product supplier is their biggest goal; and for the intelligence personnel, the aim is to collect the latest information about the research and development plan, product performance and so on, and make comparative analysis on this, so as to help enterprises carry out production research and development.

Due to the different concerns of different customers, it is better to solve the problems raised by customers and increase their satisfaction by sending appropriate personnel to communicate with different customers.

Therefore, enterprises must make adequate preparations beforehand, such as product information, product quotation, communication card and so on.

This is the best response of exhibitors to different audiences in the exhibition, and it also fully increases the impression of customers on the enterprise.

We need to ask more questions and listen to the needs of customers in time.

Reporter: as mentioned above, we can see that salespeople have been introducing their products from very attractive words from seeing Miss Li to her leaving.

But Miss Li finally chose to leave.

Li Exhibition International Sales Department: at the exhibition, as Miss Li is facing a lot of sales staff, in their communication with customers, they did not reach agreement with the customer, the customer soon lost.

In fact, when the audience comes to every booth before the exhibition, it may not necessarily be to talk about business. As exhibitors, we must ask more about the needs of the visitors and listen to the customers' questions on the exhibits.

You can't get information without purposeful needs.

Obviously, Miss Lee met with the exhibitors, who did not understand the real needs of the customers before they talked and talked aimlessly, and the result was just the opposite.

Reporter: what points should we do as exhibitors?

Reed International Sales Department: first, we need to know what requirements the guests will have for your products. Secondly, if you encounter customers who do not know the products, you must guide your guests according to your own thinking.

Of course, if you have made an appointment with the customer before the exhibition, you will have a detailed understanding of the products you need before you come to the exhibition.

Reporter: if sales people are always asking customers a lot of questions without introducing products, will they make customers feel uncomfortable?

Li Ju international sales department: "positive questions" is nothing new.

Before you can understand others, you have to understand others first.

Before you respond to customer's words, make sure that you understand how these words affect his ability to achieve goals.

The basic strategy behind "positive questions" is the concept of "safe zone".

It motivates you to find quantifiable specific information, such as what the customer's goal is, what his choice criteria are, what quantifiable benefits he wants to get, and what kind of assessment system he uses.

In this way, customers will treat you as a real expert.

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Communicate with customers and pay attention to language

Reporter: one of the exhibitors once said that we should pay attention to the introductory remarks and concluding remarks when we meet our customers.

How should we understand this sentence?

Reed International Sales Department: as a salesperson, the most important oral communication is opening remarks and concluding remarks.

Because people can easily remember what happened at the beginning and last when communicating.

So when sales personnel communicate with customers, pay special attention to polite courtesy and final concluding remarks at the beginning.

Reporter: in the exhibition, apart from the company's exhibition, some customers were invited to attend the meeting.

Salespeople are often familiar with customers who have made advance reservations.

But in the face of new customers, they were at a loss.

Li Jie International Sales Department: courteous hospitality, prompt response, such as active greeting to enable customers to feel your warm reception; to answer the questions raised by customers accurately and quickly.

In addition, there will be some cases.

If a customer asks you "yes or no", no matter whether you are a customer or not, you can not say, "it's not in my department" or "I'm not the person you are looking for".

Small language differences often lead to completely different results. Therefore, it is better to use positive language, such as "let's look at the problems together", which is much more polite than using the passive language.

Reporter: when communicating with customers, how should we use language to guide their interest in products? When some salespeople talk about customers, they often use "our products are cheaper than the same products" or "if you choose us,"

The products will give you a certain discount ".

Is this possible to retain customers?

Reed International Sales Department: sales personnel should fully understand the characteristics of human nature and integrate them into the sales language, stimulate consumers' sense of love - can not miss the paction, the unique vision and other psychological expectations.

When choosing the same commodity, the price is often not the only criterion.

Good quality and low price are important, but quality is the first.

In the face of low popularity products, especially high priced products, customers are alert, and try to prove that their purchases will be worth everything from various angles, and then make purchase behavior, which is a common occurrence in the marketing process.

Most customers will judge whether they should make purchase decisions by talking with exhibitors, as well as observing the environment and marketers' behavior.

Therefore, at the exhibition, only you quantify the customer's goals and selection criteria, win the trust of customers, move customers from the needs of customers, and let him feel value for money. Only in this way, can customers be encouraged to sign orders.

First make friends with customers, then discuss business with customers.

Reporter: some people say that we must make friends with our customers before we do business with our customers. Can this sentence be tested in our modern exhibition marketing?

Reed International Sales Department: when sales people meet guests, they should always hold on to the guests. That is to make the guests feel that he wants to be friends with you, not that you want to do business with him.

When their personal relationship with customers is established, mutual trust will also arise.

Therefore, business dealings in the future will follow.

Reporter: the exhibition time is short, the audience rushing to and fro, the marketing means of the enterprise are even more overlapped.

In the face of so many activities.

For customers, what kind of exhibitors or salesmen are they most trusted?

Reed International Sales Department: for customers, they only trust those "customer experts" type salesmen.

They know that such salesmen make solutions based on customer goals rather than their product characteristics.

When you ask customers about their goals and criteria, customers will decide where the salesmen are to put their needs. Therefore, they should consider and solve problems when they sell their products to customers.

Reporter: for the first time, they want to sign the order for the first time.

So what should a salesperson do in such a situation?

Li Jie International Sales Department: for new people who are eager to get orders and open up their business, they are often forced to be passive because they are eager to make orders, so they can afford many "fees" that are not to be borne, or do a lot of homework outside their products.

Therefore, it is not the immediate business order that we want to promote at the exhibition, but we must be "friends" with our customers.

Of course, this requires many games with guests to do well.

At present, most SMEs in China face many orders, small quantities, and many customers' requirements, and exhibitors are for the needs of business expansion.

But at the exhibition, buyers will swim in many booths.

Therefore, every negotiation with customers is something we must master, and the source of business is to constantly run in with customers.

Therefore, when communicating with customers, we should pay attention to the appropriate skills.