1、 Why do enterprises participate in the exhibition? What benefits can exhibition bring to enterprises?

Exhibition is a good marketing method. According to a survey of American companies' participation, an American survey company pointed out that no matter how large a company is, the exhibition will provide a good business opportunity for it.

1. Low-cost contact with cooperative customers

The company should contact qualified customers, and participating in the exhibition is one of the more effective ways. According to a study by the exhibition survey company, the average cost of contacting each visitor at the fair is 177 dollars, while the average cost of contacting a customer through sales telephone is 295 dollars.

2. Low workload and high quality

After meeting qualified customers at the fair, the follow-up workload is less. According to the survey of the exhibition survey company, after contacting a qualified customer at the exhibition, the average number of calls to the other party is only 0.8. In contrast, the typical business sales method usually requires 3.7 calls to complete. According to another study of the McGraw Hill Research Fund, 54% of all orders placed by customers to exhibitors for visiting the trade fair do not require individual follow-up visits.

3. Lead

According to the research of the exhibition survey company, based on the average number of visits to an exhibitor's booth, only 12% of the people received the call of the company's sales staff within 12 months before the exhibition; 88% are new potential customers, and the fair also brings high-level visitors to the exhibition. For the products and services of participating companies, 49% of visitors at the exhibition are planning to purchase those products and services.

4. Competitive advantage

The exhibition provides opportunities for competitors to show themselves. Through well-trained booth staff, active promotion before and during the exhibition, attractive booth design and rigorous booth follow-up, the competitiveness of exhibitors can become radiant. In addition, visitors to the exhibition will also take advantage of this opportunity to compare various exhibitors. Therefore, this is an open opportunity for exhibitors to show the excellent features of their products.

5. Save time

In three days, the number of potential customers contacted by exhibitors is more than that of sales staff in three months. Meeting potential customers face to face is a way to quickly establish customer relationships.

6. Harmony with customers

Customer relationship is a hot topic for many companies, and the exhibition is a good place to strengthen the relationship with existing customers. Exhibitors can express their gratitude to customers in the following ways: warm reception, one-on-one dinner, special services, etc.

7. Teach customers to try products

I'm afraid there are not many opportunities for sales staff to carry products on the road for demonstration. The exhibition is a good place for exhibitors to test products for potential customers.

8. Competitive analysis

The exhibition site provides an opportunity to study the competitive situation. The role of this opportunity is immeasurable. Here, exhibitors can learn a lot about products, prices and marketing strategies provided by competitors through observation and listening.

9. Most exhibitions (especially large ones) usually attract media attention

The use of media exposure can become an advantage for exhibitors. It is an important job to invite important media reporters to visit the exhibition stand.

10. Product and service market survey

The exhibition provides an excellent opportunity to conduct market research. If the exhibitors are considering launching a new product or service, they can deploy and check with the visitors at the exhibition to understand their requirements for price, function, compensation and basic quality

2、 Exhibition communication

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Basic skills for judging customers

1. Dressing: Only the exhibitors have strict requirements on clothing during the exhibition, so it is very normal for guests to dress casually. Don't judge the grade of guests by their clothes. Reception must be warm, modest and confident.

2. Personal belongings: In addition to business cards and customer promotional materials, pay attention to the samples collected by customers from other companies, which is also the basis for judging whether customers are real buyers.

3. Conversation: If the customer is very familiar with the product performance, it is worth talking with him in depth. As for the content of the negotiation, I still advocate asking more, listening more and speaking less. The key points you need to talk about should be: Has the customer purchased in China? What is the procurement method? What are the main sales directions of such products in their countries? Basic sales performance? And so on.

4. Personnel: South Africa has a large procurement probability among African countries. Guests from European and American countries, such as those accompanied by an interpreter, are worth taking good care of. Such customers often have a low awareness of the Chinese market, and are very likely to cooperate with domestic factories for the first time or rarely! European and American customers+Taiwanese or Hong Kong people. The foreign trade business in Hong Kong and Taiwan is more developed than that in China, so their customer resources are more authentic. Of course, in addition to the customers they bring, Hong Kong and Taiwan customers are also resources that can be developed. As for Africa and the Middle East countries, they have offices in China or show extraordinary" China Pass" Of customers, please note that such customers may only inquire about the price.

Communication skills

1. At the exhibition, there will be a lot of European and American people. They are very fond of interactive communication, and they don't like people who are very stiff. So try to communicate with them with their professionalism of products and foreign trade coaches. If you can't do something, say NO bravely. For them, you can say NO, which means you have your own principles. If the grass on the wall falls with the wind, they will look down on you.

2. When two people talk, call each other when appropriate. If you often address the other person in the conversation, the other person will also address you, which will make it easy for customers to have an impression on you, which will benefit a lot to follow up with customers. We don't know how to pronounce non-English names, like the names of Nordic people. Many French names are not pronounced in English. Please note that if you can't read them, you can ask customers directly. This is not impolite. Many Dutch and German surnames have two words. You must not read only the last word. You can call this woman: Ms van Bommel。 When the atmosphere is good enough, you can directly address the other person's single name.

3. Native speakers of English may speak quickly without pause. You can let others slow down a little, which is not impolite. Don't answer the customer without understanding. Otherwise, customers will find it difficult to communicate with you. It's easy to leave

4. After the customer sits down, you can ask the customer how much time you can give me. How many timeare you available?  This can show your respect for the customer's itinerary, and also let you master the content of communication according to time.

5. As long as the foreigner has done it, he should let the foreigner talk more and introduce yourself when you fully understand. When talking with European Americans, you can ask customers to briefly explain the purpose of this trip. What kind of suppliers do you want to find. Some customers won't answer you directly, while others will tell you.

6. If you are lucky to meet buyers with titles such as Director and Vice President, you should say more strategic things. These people do not come to the exhibition for one cabinet and two cabinets. Many of them are looking for strategic partners. So you should have the ability to catch big fish with long lines. If your own factory is capable, you should actively invite these people to visit your factory.

Many of the people in these positions have high academic qualifications, and some have MBA background So I like to listen to sour words. These people are saying: value, global supply chain, private label, costs, partnership, bottom line, etc.

7. The customer has the right to ask you a lot of questions. In fact, you have the right to ask the customer: try to ask the following questions, which will help you understand the customer a lot:

How can you evaluate your suppliers?  Many customers are not willing to answer you directly because it is really too difficult. You can add, just generally speaking, not the detailed principals

What' s your purchasing plan for next season?

How many stores do your company have?

If it is a middleman: Do you distribute your goodsonly in your domestic market? Or in the whole world?  Which country is yourbiggest market?  (It's too sensitive to ask who is your biggest customer directly.)

8. On the last day or two of the exhibition, you can ask: What do you think about the trade show? Did you find everything which you need exactly?  You can easily get information about your entire industry from customers by asking such questions, and customers' opinions are very valuable to you. At the same time, you also indirectly ask the customer what else the customer hasn't found. Maybe you can help the customer. If you happen to have this product, the customer will also place the order with you.

9. When introducing to customers, don't always say, Our quality is very good Everyone on the booth doesn't have much time. Don't say something that the guests can't measure. How can they be praised? Most of the buyers of large companies have at least college degrees, many have received specialized procurement training, and they have a set of quantitative evaluation system. Therefore, it is better to use the quantitative terms of your industry. If there are no quantitative terms in this industry, we have supplied our products for XXXXX company for 5 years, and XXXX company is quiet satisfied for our quality So I believe we can meet orexceed your quality requirements.  This XXXX company is best known to customers. It is of the same grade as customers, or a little higher, not too much. Otherwise, it will be misunderstood.

10. In fact, the buyers of large companies are most concerned about reliability rather than price and quality For similar goods, buyers buy from different suppliers, with a small price difference, which is acceptable to foreign companies. However, if there is a problem with the supplier the buyer is looking for, it will be a big problem. Europe is better, and the United States can leave immediately. Therefore, if we can consider the problem from the perspective of customers, we should make buyers feel that you are the most relevant among all suppliers, including quality, price, long-term supply capacity, etc.

3、 Common sense of booth construction

1. Lighting

Use the lighting to highlight the effect and make the small booth appear "dazzling" and "three-dimensional" as much as possible. Most exhibition centers will provide ceiling spotlights for exhibitors. If the exhibition center does not provide them, it is recommended to rent a portable lighting system. According to the industry survey, lighting can increase the awareness of exhibits by 30% to 50%.

2. Theme

Set up thematic exhibition booth. Large enterprises usually exhibit in traditional ways and rely on large-scale venues. Small businesses suggest to highlight their small stalls with novel designs.

3. Exhibits

Select appropriate display articles and products according to the size of the booth to avoid overcrowding or looseness. The right is the best!

4. Tables and chairs

Be good at using combined exhibition equipment, give people the feeling of "small and exquisite", and decorate the booth with taste! Avoid using seemingly inexpensive tables and chairs.

5. Pictures

Use a few large size pictures to create a strong visual effect. Pictures that are too dense or too small are not easy to read. The picture should be placed at 36 inches above the wall panel. At the same time, reduce the use of words.

6. Color

The booth decoration uses bold and eye-catching colors in combination with the corporate logo. In this way, it is also easy to highlight and focus the vision at a distance, and avoid using neutral colors that are easy to blend into the background.

7. Details

Arrange friendly service personnel to receive visitors coming to the booth. It is suggested to train the staff before the exhibition. Unify personnel's clothing, provide business cards and promotional materials, and unify service caliber and process. It is suggested that the promotional items, exhibits, samples, business cards, etc. on the booth should be placed neatly and uniformly in the place where the buyer is most likely to ask for them. The most comfortable experience is the best customer experience! Details often determine success or failure!