The 136th Autumn Canton Fair is coming! Are you ready?

As the saying goes, "Seeing is believing," and this is especially true in the foreign trade industry. Besides visiting clients, trade shows are perhaps the best opportunity to meet clients face-to-face. With 20 days left until the 136th Canton Fair, do you know these trade show tips?


 
Pre-Show Preparation
The core of pre-show preparation revolves around materials and client invitations. So, what are the key points to keep in mind when preparing materials?
 
1. Exhibition Product Samples: It's best to use the latest samples and ensure that the packaging and colors are bright and attractive, creating a "wow" factor. For products that highlight being lightweight, you can prepare an electronic scale to further demonstrate the product’s advantages.
 
2. Exhibition Materials: In addition to the usual product brochures, business cards, and pamphlets, it’s recommended to prepare a brand promotional video to be looped at the booth. This gives new clients an initial understanding of your brand.
 
3. Small Gifts: Prepare some unique small gifts to create a memorable impression, which can help during follow-up discussions after the show.
 
So, how should you invite clients before the show?
 
1. Invitations should be done in three stages, one month, two weeks, and one week before the show. The first invitation can be sent by email, the second by phone, and the final one can be a confirmation of their attendance via email, phone, or SMS.
 
2. Social media invitations are more flexible and widespread compared to traditional methods. Inviting clients through videos can have a better effect. You can also use social media to continue promoting your brand during and after the event.
 
Reception Skills During the Show
 
During the trade show, client reception should be done using the "observe, listen, ask, and assess" approach.
 
Observe: Carefully watch the client’s expressions and movements, especially those lingering around your booth. Be proactive and start conversations. When not busy, you can also observe competitors’ booths. The clients visiting your competitors could be potential clients, so don't hesitate to approach them.
 
Listen: When communicating with clients, first listen and understand their needs before responding concisely. Many inexperienced salespeople, due to nervousness, may talk non-stop and lose the client’s interest. Learn to listen, avoid rushing to express yourself, and focus on understanding the client’s needs.
 
Ask: Pose targeted questions that align with the client’s interests. For example, you can ask, "Scot, what about this product? It sells very well in Spain. How do you sell your goods, online? How many containers do you import from China every year?" These types of questions can spark the client's interest.
 
Assess: Understand the client’s real needs by sensing the underlying focus behind their words. By comprehending their needs, they will feel understood and be more willing to engage in deeper conversations with you.
 
Post-Show Follow-Up
 
During the trade show, you may receive many business cards, so be sure to categorize them for proactive follow-up. Business cards can generally be divided into the following five categories:
 
1. Confirmed Clients: These are clients who have already placed an order or paid a deposit at the show. Follow up with them first after the show to confirm the order and facilitate the transaction.
 
2. Sample Request Clients: These clients are highly interested in your products and require samples for testing or trials. Some clients may request samples from multiple suppliers for comparison, so the key to follow-up is keeping them engaged with your product.
 
3. Appointment Clients: These clients tend to be more cautious and are usually looking for long-term partners. The goal of post-show follow-up is to encourage them to visit soon and deepen the partnership.
 
4. Casual Chat and Business Card Clients: Although their interest may not be as strong as the previous categories, they are still more reliable than clients found through online channels. For these clients, you can first conduct background research and then follow up strategically based on the findings.