After the exhibition, this is the most efficient way to categorize and follow up with customers.

The 137th Canton Fair is now in full swing. As a key platform for many companies to expand into overseas markets, its significance goes without saying.
 
For those in international trade, attending the fair can be exhausting, but the rewards are often substantial. However, to actually close deals, it’s not enough to rely solely on your onsite presentations and conversations—the follow‑up work after the fair is just as critical, and can even determine whether your efforts convert into actual orders.
 
In this issue, we’ll explore post‑show follow‑up strategies tailored to different types of prospects, helping you boost both your efficiency and your closing rate.
 

 
1. High‑Intent Clients: Strike While the Iron's Hot
 
How to recognize them?  
- Customers who placed orders during the fair.  
- Customers who expressed clear purchasing intentions (e.g. specifying model numbers, quantities, delivery dates, etc.).
 
What to do:  
Send a personalized follow‑up email within 24 hours of the fair’s close. Base your message on the details of your onsite conversation—product features you discussed, special requirements they mentioned, or any other topic you touched on—to help them instantly recall who you are.
 
If they showed strong interest in a particular product, attach that item’s full specifications and pricing. And if they requested samples, arrange production immediately and include a brief update on the sampling schedule.
 
Sample Email  
Dear [Client Name],  
 
Hi [Client Name], it’s [Your Name] from [Company Name]. We met at [Fair Name], where you expressed interest in [Product/Service]. I recall you mentioned [Specific Detail from the Fair]—that was a very helpful insight.  
 
As promised, I’ve attached the detailed information and pricing for [Product/Service], including [Any Special Requests or Customizations].  
 
Would you be available for a brief call this week to discuss how we can support your needs?  
 
Looking forward to your reply.  
 
Best regards,  
[Your Name]  
[Your Contact Information]
 
2. Potential Clients: Proactively Engage and Spark Interest
 
"Potential clients" are those who lingered at your booth, asked questions, and left a business card. Before emailing them, do a bit of homework—research their company background, business focus, and target markets. Then send a message featuring your latest product catalog, customized service proposals, and successful case studies that align with their needs. Encourage questions to keep the conversation going.
 
Sample Email  
Dear [Client Name],  
 
Hello [Client Name], this is [Your Name] from [Company Name]. We met at the [Fair Name], and I hope you made it home safely.  
 
I enjoyed hearing your thoughts on [Topic Discussed at the Fair]—it really stood out to me. I’m sharing our updated product catalog, which includes several solutions that may align with your interests.  
 
Please feel free to reach out with any questions or let me know if you’d like to explore a specific product line. I’d be happy to arrange a call at your convenience.  
 
Warm regards,  
[Your Name]  
[Your Contact Information]
 
3. General Clients: Stay on Their Radar and Build the Relationship
 
"General clients" are those who stopped by briefly and showed only casual interest. Although their intent is lower, they shouldn’t be ignored. Send an email highlighting your core products or a limited‑time promotion to spark curiosity, and use an email‑tracking tool to see if they open your message or click any links. That data will guide your next steps.
 
If you don’t hear back right away, establish a light, long‑term touch plan—perhaps a quarterly newsletter with new‑product announcements or industry insights—to keep the door open for future opportunities.
 
Sample Email  
Dear [Client Name],  
 
It was a pleasure meeting you at [Fair Name]. I hope you found the event informative.  
 
I’m sharing our product catalog along with some featured items that are particularly popular with our clients. If anything catches your eye, I’d be glad to provide more details or set up a call to discuss further.  
 
Looking forward to staying in touch and hopefully working together soon.  
 
Best regards,  
[Your Name]  
[Your Contact Information]
 
A trade fair is an efficient, information‑rich marketing event, but the real key to turning “possibilities” into “orders” lies in your post‑show follow‑up. We hope these strategies inspire and guide you in maximizing your results.