广交会特辑 | 如何让广交会摊位发挥最大价值?(附展会常用英语)
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第125届广交会已经开始了。作为外贸企业获得订单的线下渠道之一,做外贸的你一定很想到广交会参展,从而获得更多订单。如何在众多参展商中脱颖而出,在最短的时间内吸引到意向客户,向交易达成迈向成功的第一步呢?


本文将总结一些广交会期间的攻略供大家参考。


第一期:2019年4月15日-19日

展出内容:电子及家电、照明、车辆及配件、机械、五金工具、建材、化工产品、新能源、进口展区。


第二期:2019年4月23日-27日

展出内容:日用消费品、礼品、家居装饰品等。


第三期:2019年5月1日-5日

展出内容:纺织服装、鞋、办公箱包及休闲用品、医药及医疗保健、食品、进口展区。


广交会前期


约客户


如果你去参展,而且有展位,一定要告知你的客户,所有的联系过的客户。


公布参展信息


展会已经不再是外贸人生意往来的唯一手段,展会前最快通知到客户的手段当数数字营销。无论你是利用搜索引擎广告,还是社交媒体,或者是其他平台类推广,此时一定要好好利用起来。把参展信息统统挂上去吧!通知到老客户的同时,还能吸引一些新客户慕名而来。


发邀请函


虽然这看上去每个外贸人都知道事情,但是发邀请函还是每次参展前必须做的。给客户发邀请函一般分2种,一种是简单的邮件通知,告诉客户具体的摊位号。


如果是比较重要的客户,一般是发国际快递,同时附上公司礼物,发邀请函的过程也是公司形象展示和联络客户感情的过程。如果是老客户,企业发邀请函过程中也对有些意向单的交易条款进行明确,为交易会现场和客户工厂到访下单做铺垫。


储备产品知识


在展会上,人多的时候,大家都在忙,没人会帮你接待客户,尤其是新人,这个时候你不能指望着让别人帮你谈一些细节,你也不能客户有问题,就跑去找人问,客户来一次展会没有那么多时间等你确认。


所以,你必须提前精心准备你参展产品的详细中英文资料,看熟,背熟参展产品的英文描述,规格,功能,生产用原材料,加工工艺,检验标准,FOB价格,每种产品的净重,包装后的毛重,外包装尺寸,20‘货柜可以装的最多数量。等等


收集展品实物


赶快下工厂(车间)收集典型样品实物,记得带相机。样品不求多,但求精。带不了的样品一定要拍相片。要做好样品的分类和编号,计下供应价格。


你的手机怎么用


预装名片管理类的APP,扫描名片后直接转成手机通讯录储存格式,存入手机;whatsapp软件,viber,kakaotalk,line,facebook等等,这些软件可以让你轻松的找到客户,联系到客户。


准备记录本、装订机


记录本用来记录客户的每一个关注点,不要太小气,为每个客户都单独留上几页,跟客户谈的时候边交谈,边记录,一方面有利于自己的后期跟踪,另一方面,客户会体会到被人重视的感觉。


订书机的作用用来订名片,把你的每一个客户的信息跟客户的名片钉在一起,后期方便整理,不会出现混乱。


广交会期间


交易会现场关键是要灵活和察言观色,一般一个客户看产品和摊位超过5秒,销售人员就应该迎上去打招呼。也许有些客户不够坚定,好的销售员会建议客户尽量坐下来,同时第一时间抛出自己最具吸引力的产品给客户介绍。


认真记录


有客人来,收到客人的名片马上用订书器钉在A4大的客户信息笔记本上,和客户交谈时,把客户来到摊位的日期,时间,客户的需求,交货港,感兴趣的产品,规格花色等每一个交易核心的关键点都一一记录在案。对待客户要真诚和诚恳,并且来者都是客,无论是欧洲客户还是小国家客户企业都真诚对待,耐心对待。


第一个产品的价格报低


一般来说客户会问几个产品的系列价格单,报价策略一般是这样的,打组合拳。给客户的第一个报价是最低的,甚至有可能不赚钱,因为客户一开始的问价格很多时候是投石问路,让客户有吸引力后,在之后的继续报价过程中价格趋于正常。这样一般会有非常好的效果。


专业决定胜负


其实交易会现场的效果,业务员的专业性是非常关键的。比如对产品知识的了解,对市场的了解,特别是对竞争对手的了解,能让客户信服自己产品的优势。所以业务员平时应该多提升自己的业务专业素质。


不要急于现场成交


这点非常关键,其实真正有价值的客户都是需要交易会后开会研究分析采购行为的,下单的黄金周期一般是交易会结束后3周内,现场成交的往往是像印度这样的小客户。只要你把自己的产品和企业优势真正的跟客户有效沟通好了,那就可以了。


摊位仪态


在摊位没有来客的时候,不要聚拢闲聊。如果买家走过你的展位,而你们却都围在一起闲聊,没有人跟他互动,客户很可能就径直走过你们的摊位。这样有可能错过一个大客户。


没有客户时,要面对着通道站着或者坐着,这样也不容易错过任何一个走过的买家。肢体语言应该传递开放和积极。不要抱臂。坐着也不要翘着二郎腿。不要晃动双腿。更不要趴在桌子上打盹。


重要的客户晚上再次跟进


客户走后,在馆里利用闲暇时间给他发邮件重复一遍你们在摊位谈论的事情,把他要求的产品价格和在摊位和他的合影发给他,或者更详细解答他在展会上的问题,这样有助于加深对你的印象。


因为广交会参展同类产品的参展商很多,客户到别的摊位可以看到和你产品差不多或者更好的产品,你不马上联系他,他有可能把你忘了。所以在广交会期间要及时跟进,对于那些对你们摊位非常感兴趣的客户,并且留下手机号码或者酒店房间号的,晚上可以请他吃饭,一起娱乐一起谈论业务,进一步加深印象,搞定他。


拍照合影


广交会是国际上有名的大型国际展会,是显示企业的规模和实力的地方,自己可以多拍一些参展照片,比如和在你的摊位和你谈论很长时间的重要客户,那些对产品有兴趣的客户,如果他们同意,尽可能和他们合影,既有惫忘的好处,也有再和客户跟进时发给他照片显得亲切的一面。


广交会后期


交易会结束,你的工作才刚刚真正开始。


一个优秀营销人员的交易会的习惯,就是用一个长的笔记本把客户的名片用订书机订在笔记本上,并且在名片下面详细记录客户的谈话关键点,交易会结束回到公司,企业一般是开业务分析会,分析客户的情况,可以通过Google和海外的行业协会了解客户。客户的分析越详细我们后期的跟进就越有针对性,效果也越好。


客户跟进的技巧一般是交易会结束后一周内跟进,黄金的下单周期是3周内。


来参加广交会的采购商大概是两种,一种是进出口商,这样的中间商类型的比较多,但是价格要求低一些,因为是中间商吗,但是他们的订货数量往往很大,而且比较容易成交。


另一种是本行业的客户的,他们价格会好一些,但是他们是本行业的专家,要求严格一些,订货数量可能不是太多。


但是无论哪一种,你都必须让客户觉得你很专业,价格要在客户能接受的范围内,最后达成订单就是迟早的事了。


同时想办法,尽可能找到客户其他的联系方式比如名片上的MSN、Skype、Yahoo联系方式,能加的尽量去加上。教你一个方法,可以把客户的邮箱,名字,公司名的信息输入skype搜索栏,这样可以加到不少客户的skype,有利于你与客户的沟通。还有脸书等等的联系方式。


广交会常用语


介绍问候篇


① Let me introduce you to Mr. XX, general manager of our company.

让我介绍你认识,这是我们的总经理,XX先生。


② It's honor to meet you.

很荣幸认识你。


③ How do I address you?

如何称呼您?


④ It's going to be the pride of our company.

这将是本公司的荣幸。


⑤ What line of business are you in?

你做哪一行?


⑥ Keep in touch.

保持联系。


⑦ Thank you for coming.

谢谢您的光临。


⑧ Don't mention it.

别客气。


⑨ Excuse me a moment.

对不起,失陪一下。


⑩ Excuse me, I'll be right back.

对不起,我马上回来。


产品交流篇


① What about having a look at sample first?

先看一看产品吧?


② How do you feel like the quality of our products?

您觉得我们产品的质量怎么样?


③ This product is to the taste of European(市场随机应变) market.

这种产品在欧洲很受欢迎。


④ What about placing a trial order?

何不先试订货?


⑤ You can rest assured.

你可以放心。


⑥ The quality of ours is as good as thatof many other suppliers, while our price are not high as theirs. By the way, whichitems are you interested in?

我们的产品质量与其他生产商的一样好,而我们的价格却不像他们的那样高。哎,你对哪个产品感兴趣?


⑦ Do you have specific request forpacking? Here are the samples of packing available now, you may have a look.

你们对包装有什么特别的要求吗?这是我们目前用的包装样品,你可以看下。


⑧ We are always improving our design andpatterns to confirm to the world market.

我们一直在提高我们的设计水平,以满足世界市场的需求。


讨价还价篇


① What about the price?

对价格有何看法?


② What do you think of the payment terms?

对支付条件有何看法?


③ Thank you for your inquiry. Would youtell us what quantity you require so that we can work out the offer?

谢谢你的询价。为了便于我方提出报价,能否请你谈谈你方需求数量?


④ To a certain extent, our price dependson how large your order is?

在某种程度上,我们的价格就得看你们的定单有多大。


⑤ This is the price list, but it only serves as a guide line .Is there anything you are particularly interested in?

这是价格表,但只供参考。是否有你特别感兴趣的商品?


⑥ Here are our FOB price.All the price inthe lists are subject to our final confirmation.

这是我们的FOB价格单。单上所有价格以我方最后确认为准。


⑦ In general, our prices are given on aFob basis.

通常我们的报价都是FOB价。


⑧ We offer you our best prices, at whichwe have done a lot business with other customers.

我们向你们报最优惠价,按此价我们已与其他客户做了大批生意。


⑨ Moreover,we've kept the price close to the costs of production.

再说,这已经把价格压到生产费用的边缘了。


⑩ I wonder if you have found that our specifications meet your requirements,I'm sure the price we submitted are competitive.

不知道您认为我们的规格是否符合你的要求,我敢肯定我们的价格是非常有竞争力的。


⑪ While we appreciate your cooperation, we regret to say that we can't reduce our price any further.

虽然我们感谢贵方的合作,但是很抱歉,我们不能再减价了。


⑫ The exchange rate between RMB and U.S.Dollar is so unsteady.

人民币对美元的汇率极不稳定。


⑬ I hope you will come back to xx again.

希望你能再来XX做客。


接待客户常用英语集锦

小知识

证  badge

护照  passport

注册,报到  register

采购代表  purchasing agent

邀请函  invitation

身份证  ID card

驾照  driving license

办证  make the badge

补办证  re-apply a new IC card(re-application)

个人有效证件  personal document

电子请帖  E-invitation

重要通知单  Important Notice

名片  Business card / name card

行李寄放处  Luggage office

穿梭巴士  Shuttle bus

柜台  Counter


一、见面问好

  1. Good morning/afternoon/evening./May I help you? /Anything I can do for you? 


  2.  How do you do? /How are you? /Nice to meet you. 

  3. It’s a great honor to meet you./I have been looking forward to meeting you. u.

  4. Welcome to China. 

  5. We really wish you'll have a pleasant stay here. 

  6. I hope you’ll have a pleasant stay here. Is this your fist visit to China? 

  7. Do you have much trouble with jet lag?


二、展会寒暄用语

1. Let me introduce you to Mr. Li, general manager of our company.

让我介绍你认识,这是我们的总经理,李先生。

2. It’s an honor to meet. 

  很荣幸认识你。

3. Nice to meet you . I’ve heard a lot about you. 

  很高兴认识你,久仰大名。

4. How do I pronounce your name? 

  你的名字怎么读?

5. How do I address you? 

  如何称呼您?

6. It’s going to be the pride of our company. 

  这将是本公司的荣幸。

7. What line of business are you in? 

  你做那一行?

8. Keep in touch. 

  保持联系。

9. Thank you for coming. 

  谢谢你的光临。

10. Don’t mention it. 

  别客气

11. Excuse me for interrupting you. 

  请原谅我打扰你。

12. I’m sorry to disturb you. 

  不起打扰你一下。

13. Excuse me a moment. 

  对不起,失陪一下。

14. Excuse me. I’ll be right back. 

  对不起,我马上回来 


三、展会常用谈判用语

  1. What about the price?

    对价格有何看法?

  2. What do you think of the payment terms

    对支付条件有何看法?

  3. How do you feel like the quality of our products?

    你觉得我们产品的质量怎么样?

  4. What about having a look at sample first?

    先看一看产品吧?

  5. What about placing a trial order?

    何不先试订货?

  6. The quality of ours is as good as that of many other suppliers, while our prices are not high as theirs. By the way, which items are you interested in?

    我们的产品质量与其他生产商一样的好,而我们的价格却不象他们的那样高。哎,你对哪个产品感兴趣?

  7. You can rest assured.

    你可以放心。

  8. We are always improving our design and patterns to confirm to the world market.

    我们一直在提高我们产品的设计水平,以满足世界市场的要求。

  9. This new product is to the taste of European market.

    这种新产品欧洲很受欢迎。

  10. I think it will also find a good market in your market.

    我认为它会在你国市场上畅销。

  11. Fine quality as well as low price will help push the sales of your products.

    优良的质量和较低的价格有助于推产品

  12. While we appreciate your cooperation, we regret to say that we can’t reduce our price any further.

    虽然我们感谢贵方的合作,但是很抱慊,我们不能再减价了。

  13. Reliability is our strong point.

    可靠性正是我们产品的优点。

  14. We are satisfied with the quality of your samples, so the business depends entirely on your price.

    我们对样品的质量很满意,因此交易的成败就取决于你们的价格了。

  15. To a certain extent,our price depends on how large your order is.

    在某种程度上,我们的价格就得看你们的定单有多大。

  16. This product is now in great demand and we have on hand many enquiries from other countries.

    这种产品现在需求量很大,我们手头上来自其他国家的很多询盘。

  17. Thank you for your inquiry. Would you tell us what quantity you require so that we can work out the offer?

    谢谢你询价。为了便于我方提出报价,能否请你谈谈你方需求数量?

  18. Here are our FOB price. All the prices in the lists are subject to our final confirmation.

    这是我们的FOB价格单。单上所有价格以我方最后确认为准。

  19. In general, our prices are given on a FOB basis.

    通常我们的报价都是FOB价


四、机场接客

  1. Excuse me; are you Mr. Wilson from the International Trading Corporation? 

  2. How do I address you? 

  3. My name is Benjamin liu. I’m from the Fuzhou E-fashion Electronic Company. I’m here to meet you. 

  4. We have a car can over there to take you to your hotel. Did you have a nice trip? 

  5. Mr. David smith asked me to come here in his place to pick you up. 

  6. Do you need to get back your baggage? 

  7. Is there anything you would like to do before we go to the hotel? 


五、相互介绍

  1. Let me introduce my self. My name is Benjamin Liu, an Int’l salesman in the Marketing Department. 

  2. Hello, I am Benjamin Liu, an Int’l salesman of FUZHOU E-FASHION ELECTRONIC COMPANY. Nice to meet you. /pleased to meet you. / It is a pleasure to meet you. 

  3. I would like to introduce Mark Sheller, the Marketing department manager of our company. 

  4. Let me introduce you to Mr. Li, general manager of our company. 

  5. Mr. Smith, this is our General manage, Mr. Zhen, this is our Marketing Director, Mr.Lin. 
    And this is our RD Department Manager, Mr. Wang. 

  6. If I’m not mistaken, you must be Miss Chen from France. 

  7. Do you remember me? Benjamin Liu from Marketing Department of PVC. We met several years ago. 

  8. Is there anyone who has not been introduced yet? 

  9. It is my pleasure to talk with you. 

  10. Here is my business card. / May I give you my business card? 

  11. May I have your business card? / Could you give me your business card? 

  12. I am sorry. I can’t recall your name. / Could you tell me how to pronounce your name again? 

  13. I’ am sorry. I have forgotten how to pronounce your name. 

六、小聊片刻

  1. Is this your first time to China? 

  2. Do you travel to China on business often? 

  3. What kind of Chinese food do you like? 

  4. What is the most interesting thing you have seen in China? 

  5. What is surprising to your about China? 

  6. The weather is really nice. 

  7. What do you like to do in your spare time? 

  8. What line of business are you in? 

  9. What do you think about…? /What is your opinion?/What is your point of view? 

  10. No wonder you're so experienced. 

  11. It was nice to talking with you. / I enjoyed talking with you. 

  12. Good. That's just what we want to hear. 

七、确认话意

  1. Could you say that again, please? 

  2. Could you repeat that, please? 

  3. Could you write that down? 

  4. Could you speak a little more slowly, please? 

  5. You mean…is that right? 

  6. Do you mean..? 

  7. Excuse me for interrupting you. 

八、社交招待

  1. Would like a glass of water? / can I get you a cup of Chinese red tea? / How about a Coke? 

  2. Alright, let me make some. I’ll be right back. 

  3. A cup of coffee would be great. Thanks. 

  4. There are many places where we can eat. How about Cantonese food? 

  5. I would like to invite you for lunch today. 

  6. Oh, I can’t let you pay. It is my treat, you are my guest. 

  7. May I propose that we break for coffee now? 

  8. Excuse me. I’ll be right back 

  9. Excuse me a moment. 

九、告别用语

  1. Wish you a very pleasant journey home? Have a good journey! 

  2. Thank you very much for everything you have done us during your stay in China. 

  3. It is a pity you are leaving so soon. 

  4. I’m looking forward to seeing you again. 

  5. I’ll see you to the airport tomorrow morning. 

  6. Don’t forget to look me up if you are ever in FUZHOU. Have a nice journey! 

十、约会客户

  1. May I make an appointment? I‘d like to arrange a meeting to discuss our new order. 

  2. Let’s fix the time and the place of our meeting. 

  3. Can we make it a little later? 

  4. Do you think you could make it Monday afternoon? That would suit me better. 

  5. Would you please tell me when you are free? 

  6. I’m afraid I have to cancel my appointment. 

  7. It looks as if I won’t be able to keep the appointment we made. 

  8. Will you change our appoint tomorrow at 10:00 to the day after tomorrow at the same time?

  9. Anytime except Monday would be all right.

  10. OK, I will be here, then. 

  11. We'll leave some evenings free, that is, if it is all right with you. 

十一、市场销售

客户询问

  1. Could I have some information about your scope of business? 

  2. Would you tell me the main items you export? 

  3. May I have a look at your catalogue? 

  4. We really need more specific information about your technology. 

  5. Marketing on the Internet is becoming popular. 

  6. We are just taking up this line. I’m afraid we can’t do much right now. 

回答询问:

  1. This is a copy of catalog. It will give a good idea of the products we handle. 

  2. Won’t you have a look at the catalogue and see what interest you? 

  3. That is just under our line of business. 

  4. What about having a look at sample first? 

  5. We have a video which shows the construction and operation of our latest products. 

  6. The product will find a ready market there. 

  7. Our product is really competitive in the world market. 

  8. Our products have been sold in a number of areas abroad. They are very popular with the users there. 

  9. We are sure our products will go down well in your market, too. 

  10. It’s our principle in business “to honor the contract and keep our promise”. 

  11. Convenience-store chains are doing well. 

  12. We can have anther tale if anything interests you. 

  13. We are always improving our design and patterns to confirm to the world market 

  14. Could you provide some technical data? We’d like to know more about your products. 

  15. This product has many advantages compared to other competing products. 

  16. There are certainly being problems in the sale work at the first stage. But suppose you order a small quantity for a trail. 

  17. I wish you a success in your business transaction. 

  18. You will surely find something interesting. 

  19. Here you are. Which item do you think might find a ready market at your end? 

  20. Our product is the best seller. 

  21. This is our newly developed product. Would you like to see it? 

  22. This is our latest model. It had a great success at the last exhibition in Paris. 

  23. I’m sure there is some room for negotiation. 

  24. Here are the most favorite products on display. Most of them are local and national prize products. 

  25. The best feature of this product is that it is very light in weight. 

  26. We have a wide selection of colors and designs. 

  27. Have a look at this new product. It operates at touch of a button. It is very flexible. 

  28. This product is patented 

  29. The functioning of this software has been greatly improved. 

  30. This design has got a real China flavor. 

  31. The objective of my presentation is for you to see the product’s function. 

  32. The product has just come out, so we don’t know the outcome yet. 

  33. It has only been on the market for a few months, bust it is already very popular.


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