Communication with buyers at Lifestyle 2013 Follow-up Cambodia CEDEP I – High value silk component

Pedagogical process

Pedagogical objective To learn about the steps and means of following up on contacts after a fair Contacts are: customers who placed orders / inquiries customers who just visited the booth

Type of communication with buyers At the booth Follow-up Questions / discussions Recording and registering inquiries Thank you letter Sending information Sample producing conditions of sale / product specs Thank you letter Sending information Sample producing conditions of sale / product specs

Customer management: sources Who is going to visit you at the trade fair? Customers you already know New customers Personnally contacted in advance Do not know you

Customer management: sources How to keep track of it? Build your customer management database Contact information of potential and existing clients: form, business cards, etc.

Why follow-up is important? Do not lose two thirds of the sales because of lack of follow-up!

What do you need to follow-up with buyers? an address a telephone office equipment (PC/laptop, printer/scanner) printed letterheads, business cards and a good command of foreign languages.

Some basic principles 9 Make sure that you communicate with your customers in a professional way and that you answer s quickly (within 24 hours) Always be available for your customers. It is ten times more difficult to get a new customer than to keep an existing one If, during production, you encounter any problems that will delay delivery, inform your customer early about this Before / During /After the fair

Some basic principles 10 To communicate with clients, develop templates for a pro-forma invoice, an invoice, and a packing list. Be prepared to produce samples After you have received an order, the first step to be undertaken is to prepare a pro- forma invoice based on your template The production starts as soon as an order confirmation or the down payment Before / During /After the fair

At the booth Keep record of all visitors Write contact forms with clear notes Ask for business cards Classify inquiries as soon as possible: assess importance

Timeframe: after the fair TOWARDS THE NEXT FAIR Immediately after the fair (24 hours / 1 week after) Longer term (six months after) 2 weeks after FAIR

Immediately after the fair 13 Thank you note to keep the lines of communication open Letter Fax If made promise at the fair, (sample, photos, information): send it The degree of follow-up depends on importance of contact

Immediately after the fair 14 Example of thank you letter Subject: Thank you for visiting our booth + LOCATION + NAME OF COMPANY Dear Mr. Smith / Ms. Goldman, Greetings from COMPANY + LOCATION IN THE FAIR. This is to formally thank you for visiting our booth + DATES. We highly appreciate your visit and value your interests in our products ADD INFORMATION ON YOUR PRODUCTS

Immediately after the fair 15 (…) ADD RELEVANT INFORMATION You will find attached the information you asked for at the stand (IF APPLICABLE) Once again, we are expressing our deepest appreciation for taking time in visiting our booth and looking forward to hear from you soon. With Best Regards, ---

Immediately after the fair 16 Answer inquiries if buyers directly contacted you Two different examples of buyers’ inquiries: Please send me costs on your silk handbags and scarves asap. Best regards, Dear x x thank you so much for sending information about … Picture is not so good, but I think that the sample is okay for us. Only one point, we cannot see this on picture, its only feeling: could you test that products are not stiff? Most of our costumer prefer smooth silk. Are you OK with the price we proposed? And how long will you need to produce the items? Send you all best regard Ms. Goldman

Two weeks after the fair 17 Within two weeks of your first round of letters: Contact prospects personally Best way: call them Say that you are calling to make sure they received the information Ask if they looked through the information Answer any questions Try to set up an appointment or close a sale.

Some months after the fair 18 Ensure continuous follow-up Make sure sales people continue to follow-up leads, enquiries and requests for information for at least 24 months after the exhibition Send to every potential customer product information, greeting cards, special offers, etc.

Some months after the fair 19 How to ensure follow-up? Update the customer management database regularly Add any information: interest for certain products name and address of contact persons suggestions for future contacts etc.

Some months after the fair 20 How to ensure follow-up? You may use different categories such as: Current customers (A) Promising contacts (B) Local Clients in the country (C) General contacts (D).

Some rules for follow-up s 21 cheap and efficient way to send product information, greetings, etc… Develop special templates for Try to use a personalized greeting Include a few lines of introductory text Consider the tone of voice you want to use for your s and your business as a whole Use 80% text, 20% images Thank your customer for their business.

And… after? 22 Good luck at the fair!