Actions during
and after the trade show
Arrive early and
stay late: The best arrival time is partially
determined by the schedule of press conferences, exhibitor
briefings, interviews with prospective representatives, etc. At the very minimum,
allow sufficient time to make certain yout stand is in
order and your equipment is working.
Keep your exhibit
staffed: Empty booths sell nothing! Give
visitors your full attention as they may well be your future
customers. Keep your exhibit tidy. Give serious thought to
security, both during the day and before leaving at night.
Take a look at
other exhibitors: Whether competitors or
suppliers of similar products, there is a lot you can learn
from other exhibitors. Better display ideas, new product
features and possible tie in arrangements are just a few
benefits.
Select good
overseas representatives: If possible, it's a
good idea to line up a representative before the trade show.
The representative can become familiar with your products and
your organisation during the exhibition and, of course, will
have an opportunity to meet and establish contact with
prospective customers who visit your booth.
Quote price,
delivery time and your terms: Many buyers
prefer pricing to be on a 'delivered to them' basis including
all duties, taxes and other charges. The delivery time in your
quotation is tied to the terms of sale. The terms and methods
used in shipping your products should be discussed with your
freight forwarder. Other sales terms as warranty, repairs,
replacements and packing may have to be modified to a foreign
market.
Make use of
business cards: You may receive many business
cards during exhibitions. remember to have an adequate supply
of your own cards for distribution. You might also devise a
registration card for your booth. Make sure it's in their
language.
Use service
representatives at the show: Often, companies
that provide service to exporters and importers, such as air
and ocean carriers, banks and freight forwarders, exhibit at or
attend trade shows. Talk to them about your marketing
needs.
Follow-up: More sales are recorded in
the months following an exhibition thatn at the exhibition
itself. The companies that get the best value for their exhibit
dollar are those whose salespeople and representatives follow
up on the best sales prospects as soon as possible.
Service your
foreign customer: The quickest way to lose
business is to fail to provide service. Once you make a sale,
be prepared to provide complete service and fast delivery of
spare parts. If you have a local representative, this person
should agree to maintain a minimum parts stock and develop a
service capacity.
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Activities during and after the trade
show.
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