Following up after the fair: How do you turn customers into orders?

How can you convert potential customers into actual orders after an exhibition? Learn how to follow up efficiently by classifying customers, devising communication strategies, and designing solutions. These practical methods will help you seize business opportunities and increase your conversion rate, allowing you to quickly conclude orders and cooperate with clients.

Why is it so important to follow up after an expo?

Even if you hit it off with a client at a trade fair, the client may be overwhelmed with information when he gets back to the office.If you don't follow up in a timely manner, the other party will probably turn around and forget who you are.What's even more painful is that your competitors might have already gotten to them first.Therefore, follow-up is not an "optional question," but a "must-answer question" that requires us to act with all haste.

Three key steps to successful follow-up.

Step 1: Make first contact within 24 hours.

Don't let your prospects get cold! Follow up on the day of or the day after the show with an e-mail or a press release.The content is not a standard template, but focuses on the concrete topics discussed at the conference, such as the problems the other side mentioned.When sending product information, remember to use the name of the other company as the file name to show that you have put thought into it.

Step 2: Classify clients according to their intentions.

Divide clients into three groups: A (clearly defined needs), B (interested but hesitant), and C (courteous exchange of business cards).A level clients are invited to videoconferences to discuss project details; B level clients receive weekly reports on cases or industry developments; C level clients receive monthly reports. Never send out mass advertising!

Step three: Use solutions instead of sales pitches.

Customers hate being sold to.Rather than say "our machines are 20 % faster than our competitors' ", they should say "we have a solution for the problem you mentioned. We have customized the solution for your company and we can boost efficiency by 30 % in three months.Only by using real data to tell a story will the other side want to continue the conversation.

The secret to closing deals.

He actively set the next step.

After each communication, you must take concrete steps, such as "I'll send you a quote by Thursday" or "I'll bring an engineer over to give a demonstration next Wednesday.Don't use passive phrases like "waiting for your reply." Take control of the pace to reduce the time customers take to respond.

Using time limits to push through decisions.

For hesitant customers, they can offer special discounts for the show, such as "Sign a contract this month and get free training services.But don't ever make up false advantages--if you're caught once, your reputation will be ruined.

The company then follows up to see what the results are.

They also monitor the response rate and conversion cycle on a weekly basis.If a particular type of message is always being read but not responded to, then it's time to adjust your strategy.Don't be afraid to make mistakes; the key is to quickly find the formula that suits you best.

Be careful not to step in them.

-- Sending messages for three days in a row asking, "Have you decided yet?" (This will scare off your customer.)

- Using the same spiel for each customer (which makes them feel you're not being sincere).

Overpromising and underdelivering (you might get the order, but the partnership will be short-lived).

Remember, follow-up is not about pushing the sale, but about helping the customer to solve a problem.When you really consider things from the other side's perspective, the orders will naturally come.