How can sales effectively participate in the exhibition?

Often many companies choose to participate in industry exhibitions every year for various reasons. From the selection of industry meetings, contract negotiations, capital investment, material preparation, and the cancellation of on-site exhibitions, we can say that we have invested a lot of manpower, material resources and financial resources, but we often find that everyone has left and exhibited, and we have been busy for a long time. In the end, it seems that we have held a Party, which ended in discord after heated discussion, with little effect. Then how to ensure the quality of the meeting and enjoy the value of the meeting? The following points are worth your reference.

Industry exhibitions seem to be a kind of market behavior. Appearing at industry conferences and increasing exposure is indeed one aspect, but in fact it is more about sales. Because direct customers, universities, research institutes, design institutes, etc. , will participate in general good quality industry meetings, are customers that sales staff usually need to visit one by one. Customers from all over the world get together for a meeting, which is a unique opportunity for salespeople, because if these customers don't meet and make strange phone calls, they are likely to be rejected. In addition, most of these customers are located all over the country, and the time and capital costs are high. Therefore, the goal of sales staff attending the meeting is very direct and simple, that is, to establish on-site contact with customers, find sales opportunities, and lay a solid foundation for further follow-up.

The overall work is divided into three parts: before, during and after the meeting.

(1) Pre-meeting work: Due to the large number of participants at the meeting site, the energy of each salesperson is very limited. If you contact customers at the meeting site, it will lead to too much randomness and it is difficult to guarantee the expected quality. Therefore, the work of attending the meeting actually started before the meeting was officially held. The person in charge of the meeting needs to have a close relationship with the organizer, and try to get the meeting registration address book before the meeting starts, even if it is incomplete, it doesn't matter how much you can get. The conference address book is a battle map, knowing the distribution and structure of specific participants, and the contact information above is the path to reach customers. Some organizers will be late during the meeting and must arrive no matter how late. If you want to go to the address book, just have a look. Some customers attending the meeting may be customers who are familiar with or have cooperated with the project before, and decide whether to arrange reception according to the customer's situation. Focus on customers who have not yet contacted or will soon solve key problems. At this time, the sales staff should divide their work and cover all participating customers. At this time, there is a skillful cover-up, and if it is not good, it will become a forced sales promotion, which is easy to be disgusted by customers. There are three suggestions for specific operation. The first step is the company-level publicity, that is, telling customers that we are going to attend the meeting through WeChat official account or website. It is best to reflect the value of the conference (which experts are there) and our value (traffic consultation, registration consultation, etc.). ). The second step is short message, because the organizers are limited and will not do the work very carefully, so we can consider it as a foundation to make customers not reject and like us, and we need to reflect the value in short message. Generally, the first message can be said to welcome leaders to attend the meeting, focusing on how the local weather is, and paying attention to adding or subtracting clothes. And then talk about what you don't understand in the on-site registration. We can help such similar value information, because psychologically speaking, when a person arrives in a strange place, there will be unknown insecurity in his heart after the environment changes. At this time, if someone can help, it is easy to build trust and dependence. Then there is the skill of signing a contract, because as long as the company participates in the conference, it will generally sponsor it. For example, if there is an exhibition or a speech, it is a sponsor itself, and it can be signed as a conference co-organizer: XXX company+sales name. In this way, the first time the customer has not arrived at the scene, he has a positive impression on the company and sales staff. If the number of customers is small, you can customize the person in charge of each customer according to the address, such as Manager Zhang, Manager Li and Manager Wang. If it's really too much, it's only massive. At this time, after receiving the text message, the customer will generally reply with words like thank you and thank you, so that the contact is established. The second message is an invitation. After such a good relationship is established, customers can be invited to the site to guide the work through SMS or telephone, that is, to look at our company's products, contact and communicate. In this way, a comprehensive and accurate coverage has been formed and the first step has been achieved. The third step is to screen customers. The on-site meeting time is generally only 1-2 days. Usually, I have to attend classes at the venue, and my contact with customers is very short. Therefore, sales must choose important customers to communicate and ensure the communication effect.

Eggs: These are for customers who want to go to the site, but often many customers don't go to the venue. However, our sales are often troubled by having no topic with customers, not knowing how to interact with customers and not bringing value to customers. In fact, you can also interact with customers who have not attended the meeting and get their approval. The specific way is to send the meeting link to customers via WeChat or email, and ask them whether they will go to the site. If they don't go, ask them what's interesting in it, and we can help them collect information. As long as the customer feels that you are really helping him, this trust can be established quickly.

(2) in the meeting. During the meeting, it is a key time to formally contact customers. At this time, there are three aspects to be done. In the first booth: the employees of the company represent the image of the company. Regardless of the market or sales, it is best to maintain a uniform and good mental outlook for dressing, and provide professional lecturers on site to ensure that customers can see the professionalism of the company when they arrive at the scene. When explaining, it is best to ask the customer's unit and demand, where it comes from, which unit it belongs to, and so on. If they can't give their business cards, they can leave their contact information. When giving gifts on the spot, if you already have an address book, confirm it with the other party, and don't let the other party give up because it is too difficult to fill in. Sales staff will try their best to bring customers to the booth for communication. After communicating with interested customers, either find an opportunity to make an appointment for dinner or make an appointment to visit the mine next time. After the second meeting, customers who have not been contacted need to visit the hotel room, usually in the evening, usually after dinner, but some customers have entertainment in the evening and may not agree to visit. Never mind, just say next time, don't force it. Third, the issue of banquets during the meeting. General companies have been in the industry for many years, and familiar customers will come to the scene. At this time, we can save up and invite good customers and strangers who use our products together. Generally, the effect is very good. Gold and silver cups are not as good as customers' reputation, and what users say to users is generally better than what they say. But remember, you can't get drunk together. Discuss if you want to get drunk, otherwise it will delay the whole meeting.

(3) After the meeting. Follow-up after the meeting is particularly important. Some customers who are interested in the meeting must speed up the communication on the spot. Many sales opportunities are fleeting. Once they are seized by competitors, the cost of moving back will be extremely expensive. There is also a resumption of the team meeting to see which customers have not been contacted. At this time, you can call and say that you saw him at the meeting (the process of breaking the ice is essentially the process of finding the same point), ask him how he felt about the meeting, help him collect and sort out other meeting materials that he is interested in, and promote the project transaction through these means.

(1) Get to know the organizers and help them with their work. Organizers can invite so many customers in the industry, they must have their circle and network resources, which are places where our sales can borrow. Also, you may think why we should help the organizers as free labor, but it is not. For example, helping the organizers pick up customers and do odd jobs is the best opportunity to keep in touch with customers;

(2) Do your homework in advance to understand the local characteristics and customs. What to talk to customers on the spot? Talk about the finished work. About what? In fact, many customers attend meetings just to take the opportunity to go out and catch their breath. If we can identify the local gate, we can not only build trust quickly, but also take customers away. We advocate providing value to customers, which is also an aspect of providing value.