How To Turn A Prospective Customer Into A Real Buyer?

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

The main contents of the follow-up work of the exhibition 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 "plowing" and "harvesting", and it is an important link in developing the new relationship into a practical customer relationship.

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At the end of the exhibition, we should pay close attention to the units and staff who offer help. Thank you to the exhibition manager. Thank you very much for the most important people. Thanks to the banquet, you can give thanks by phone. If you don't have time to thank everyone and the unit, thank you to the main staff and units, and send thanks to the people and units that you can't thank yourself. Thank you for your payment.

Acknowledgement should be one of the post exhibition routines. Acknowledgement is not only a form of etiquette, but also a good way to establish good relationship. If we give some answers to the questions on the letter of thanks, we will be grateful for the better results, because this is no ordinary communication, but a closer and deeper way of communication, which can show the importance of visitors.

Thank you for visiting the booth customers, whether they are current customers or potential customers. Thank you for visiting the booth. This is a relatively big job and can be done before the exhibition is over.

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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, but pay much attention to the publicity before the exhibition. In fact, publicity after the exhibition can achieve more prominent publicity effect and enhance the impression of visitors.

"Establish"

Before the exhibition closes and leaves the exhibition place, we can seize the time to visit the key new customers on the exhibition. Every 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 the conditions of production and price, and on the other hand, depends on the efficiency and quality of the work. It is necessary to grab the relationship with the new customers before the competitors, who can do well in the work, and who will win the new customers. We must also continue to discuss the projects close to the negotiations and strive to sign contracts before leaving the exhibition place. Otherwise, the projects that have not been finished may change at any time. After all, the market is full of variables and time is no wait.

"Ready 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

There are generally two types of existing customers and potential customers. It is not difficult to collect and compile all the list of customers in the developed market. All customers should be the object of the company's efforts to establish relationships. The existing customers are customers who have actual trade relations. They must maintain, consolidate and develop relations with these customers. The exhibition also has much responsibility for this task. Meanwhile, the existing customers may also be taken away by competitors. Potential customers are companies or institutions that still have no trade relations, but are likely to become customers through efforts. Contacts with potential customers and the relationship between developing and potential customers are important and main tasks for the follow-up work of exhibitions and exhibitions. In the market economy environment, customers are important factors for the survival and development of the company.

Through the 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 and update the list of customers, and find out and adjust the direction and input to the customers according to the change of the list, and adjust the emphasis and way of publicity, advertising, public relations, 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 period, the number of customers should be emphasized. 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.

"Promoting trade pactions

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

Timeliness

According to two surveys in the United States, if sales of new businesses are maintained after the closure of the exhibition, the sales volume of exhibitors can be 2/3.. Therefore, the famous American exhibition expert, Dr. Alan. Allen.Konopachiph, suggests that the exhibitors recommend that the percentage of 15%-20% of the budget be used for follow-up publicity and follow-up work, and that the follow-up work will be planned when the exhibition is ready, but not after the closing of the exhibition. The follow-up work can be arranged for up to 12 months.

The Department and people responsible for the follow-up work should be clearly defined. 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 departments. Besides, it should also distinguish responsibilities between agents, subsidiaries and head offices.