國(guó)際貿(mào)易之 貿(mào)易展后的追蹤跟進(jìn)　Following up on Trade Show Leads

國(guó)際貿(mào)易之 貿(mào)易展后的追蹤跟進(jìn)　Following up on Trade Show Leads

當(dāng)你在貿(mào)易展上展示了產(chǎn)品和服務(wù)（demonstrat your products and services）之后，回到公司，就該處理在會(huì)上獲得的銷(xiāo)售線索了，從而使你在貿(mào)易展上的投資得到充分的回報(bào)（get a return on your investment）。

整理聯(lián)絡(luò)信息

將銷(xiāo)售線索和客戶信息（customer contact information）統(tǒng)一輸入到聯(lián)絡(luò)管理系統(tǒng)（contact management system）中。如果沒(méi)有這樣的系統(tǒng)，你可以將上述信息輸入到電子表格（spreadsheet program）中，并按照線索提示的產(chǎn)品和服務(wù)分類(lèi)。

⊙We need to follow up with our trade show leads.我們需要跟進(jìn)展銷(xiāo)會(huì)上的銷(xiāo)售線索。

⊙Which products or services was this person interested in?這個(gè)人對(duì)哪些服務(wù)或產(chǎn)品有興趣？

⊙These are all the business cards we collected from the Auto show.Can you please enter the information into the system?

這些都是我從車(chē)展上收集到的名片，你能把這些信息輸入系統(tǒng)嗎？

⊙These are the contacts who are interested in our line of laptops.These are the contacts that indicated interest in our Mp4 players. Don't mix them up.

這些是對(duì)我們的筆記本電腦有興趣的聯(lián)系人。這些是對(duì)我們的Mp4感興趣的聯(lián)系人。別把他們搞混了。

⊙This is a list of all the potential suppliers we met at the show last week.這是上周展銷(xiāo)會(huì)上我們遇到的可能成為供應(yīng)商的所有名單。

有計(jì)劃

針對(duì)不同的客戶提出相應(yīng)的營(yíng)銷(xiāo)計(jì)劃（marketing communications plan），該計(jì)劃應(yīng)指出哪些客戶需要直投廣告（direct mail），哪些需要電話推銷(xiāo)，哪些需要面談（a face-to-face meeting），然后引領(lǐng)你的銷(xiāo)售團(tuán)隊(duì)執(zhí)行這些計(jì)劃。

⊙Everyone on this list needs to be contacted by telephone within the next 48 hours. You can use the sales script.

名單上的每一個(gè)人要在48小時(shí)內(nèi)聯(lián)絡(luò)到。你可以使用銷(xiāo)售講稿。

⊙These contacts need to be sent direct mail circulars.Make sure to include our company literature and a handwritten note.

這些聯(lián)絡(luò)人需要直投廣告，確保附上公司的簡(jiǎn)介和一份親筆信。

⊙See if you can set up sales calls with these contacts.

試試能不能通過(guò)電話向這些聯(lián)絡(luò)人推銷(xiāo)。

執(zhí)行計(jì)劃（Implement the plan）

在一定的時(shí)間期限（predetermined period of time）內(nèi)執(zhí)行你的計(jì)劃，根據(jù)執(zhí)行過(guò)程中遇到的具體問(wèn)題對(duì)計(jì)劃進(jìn)行調(diào)整，比如當(dāng)客戶在電話中表現(xiàn)出對(duì)某個(gè)產(chǎn)品或服務(wù)的興趣（specific product or service interest）時(shí)，就和他約時(shí)間面談，獲得當(dāng)面展示產(chǎn)品和深入洽談的機(jī)會(huì)。

⊙I'm calling to follow up with you about the conversation we had last week at the Electronic Expo.

我打電話是想繼續(xù)我們上周在電子產(chǎn)品出口展上的話題。

⊙You mentioned you were interested in learning more about……

你說(shuō)過(guò)想更多了解……

⊙Can I answer any questions for you about……

我能回答你有關(guān)……的問(wèn)題嗎？

⊙I appreciated the chance to meet you last week at……

我很感激上周有機(jī)會(huì)和您在……會(huì)面。

⊙I wanted to follow up with you about what we talked about at the National Auto Show.

我想和你繼續(xù)探討我們?cè)趪?guó)內(nèi)車(chē)展上談?wù)摰脑掝}。

⊙Hello, I'm Robert Burges from Eliot Electrics.You met my colleague Joan at the Electronic Expo last week. She asked me to call you to follow up with you about some of the questions you had about our products.

你好，我是Eliot電子公司的Robert Burges。您上周在電子出口展上和我的同事Joan碰過(guò)面。她讓我打電話給您來(lái)繼續(xù)探討有關(guān)我們產(chǎn)品的話題。

⊙I was told you had indicated interest in our line of Mp4 players.Do you have any questions I could answer for you?

聽(tīng)說(shuō)您對(duì)我們的Mp4播放器感興趣。您有什么問(wèn)題需要我解答嗎？

A：What do the leads tell us from the trade show last month?

B：We've been able to generate 30 new sales from the follow up on our leads from that show.

A：上月展銷(xiāo)會(huì)的銷(xiāo)售線索跟進(jìn)得怎么樣？

B：跟進(jìn)那些銷(xiāo)售線索的過(guò)程中我們促成了30樁新交易。

總結(jié)

參加貿(mào)易展的費(fèi)用不菲，如何充分利用貿(mào)易展上獲得的信息？首先，將客戶的聯(lián)絡(luò)信息按照產(chǎn)品和服務(wù)門(mén)類(lèi)進(jìn)行統(tǒng)計(jì)。其次，趁熱打鐵，在客戶興趣冷卻之前聯(lián)絡(luò)他們。再次，根據(jù)聯(lián)絡(luò)過(guò)程中客戶的反應(yīng)乘勝追擊，爭(zhēng)取面談機(jī)會(huì)，早日敲定買(mǎi)賣(mài)。

Words　單詞表

attend參加，出席

circular環(huán)形的，圓形的

colleague同事，同僚，同人

collect收集，采集

contact聯(lián)系，聯(lián)絡(luò)

input輸入，輸入的信息

interest興趣，關(guān)注

laptop手提電腦

list清單，列清單

outlet經(jīng)銷(xiāo)店

potential潛在的

supplier供應(yīng)商，供貨商

vary不同，變化

waste浪費(fèi)

Phrases　短語(yǔ)表

affordable price可承受的價(jià)格

as fast as possible盡快地

business card名片

company literature公司宣傳手冊(cè)

deal with處理，應(yīng)對(duì)

direct mail直接郵遞

enter information into（computer）輸入某信息

follow up跟進(jìn)，追蹤

handwritten note手寫(xiě)便條，手寫(xiě)短信

indicate interes表示有興趣

invest in sth投資某事

keep track of sth跟蹤

make a deal做成買(mǎi)賣(mài)

mix sth up某物混在一起

see if you can（do sth）看你能否（做某事）

stack（of cards）堆

take time（to do sth）花時(shí)間（做某事）

time and money時(shí)間和金錢(qián)

within the next……h(huán)ours在接下來(lái)的……小時(shí)里

實(shí)景對(duì)話1

A：We need to follow up with our trade show leads. If we don't take the time to contact them, we've wasted all the time and money we invested in attending. These are all the business cards we collected from the show.Can you please enter the information into the system?

B：All of these cards?There must be over a thousand！How can we keep track of them all?

A：That's why we have to get them into the computer as fast as possible.

Those cards there that I just gave you are leads with varying interest. We also have another couple stacks.These are the contacts who are interested in our line of laptops.These are the contacts that indicated interest in our Mp4 players.Don't mix them up.

B：You want me to enter this information into the computer, too?

A：Yes. And after you're done inputting the information, I want you to deal with this stack of cards. These contacts need to be sent direct mail circulars.Make sure to include our company literature and a handwritten note.

B：That's a lot of work for one person……Do you think I could have some help?

A：See if you can get Jane to help you. Here.See if you can set up sales calls with these contacts. Everyone on this list needs to be contacted by telephone within the next 48 hours.You can use the sales script.

B：And when did you want this done by?

A：Finish before the end of this week. The longer we wait, the colder they get.

A：我們需要跟進(jìn)這些展銷(xiāo)會(huì)上的銷(xiāo)售線索。如果我們不抓緊時(shí)間聯(lián)絡(luò)他們，就很有可能浪費(fèi)為參加展銷(xiāo)會(huì)投入的時(shí)間和金錢(qián)……這些都是在展銷(xiāo)會(huì)上收集到的名片，你能把信息都輸入系統(tǒng)中嗎？

B：所有這些名片嗎？至少有1000張！我們?cè)趺茨茏粉櫵械哪兀?

A：所以我們必須盡快把它們輸入電腦里。我給你的那些名片都有各自的關(guān)注點(diǎn)。還有另外一摞呢。這些人對(duì)我們的手提電腦有興趣，這些對(duì)我們的Mp4播放器有興趣。別把他們搞混了。

B：你想讓我把這些信息都輸進(jìn)去嗎？

A：是的，在你輸完這些信息后，我想讓你處理這摞名片。這部分人需要直投廣告，別忘了附上我們公司的簡(jiǎn)介和親筆信。

B：一個(gè)人干的話工作量太大了啊……誰(shuí)可以幫幫忙嗎？

A：看Jane能不能幫幫忙。這兒，你看能否給這些人打銷(xiāo)售電話。一定要在48小時(shí)內(nèi)聯(lián)系到這些人。你可以用銷(xiāo)售講稿。

B：那你想什么時(shí)間完成這些？

A：周末之前。時(shí)間越長(zhǎng)，他們就越冷淡。

實(shí)景對(duì)話2

A：Hello, I'm Robert Burges from Eliot Electrics. You met my colleague Joan at the Electronic Expo last week. She asked me to call you to follow up with you about some of the questions you had about our products.I was told you had indicated interest in our line of Mp4 players.Do you have any questions I could answer for you?

B：Oh, yeah. I remember stopping by that booth.Um……I was just looking around at your Mp4 players because we are looking for new suppliers. We are looking for potential products to market in our electronic outlet.

A：Did you get a copy of our company literature and catalog while you were at our booth?

B：Yeah, I think so……

A：Well, I would like to set up a time when we could meet and discuss further about working together in the future.

B：Well, okay. We're not totally sure about whether or not we're interested in making an order right now……

A：We'd like to have an opportunity to have your business. As you are currently looking for suppliers, we can talk more about making a deal. I can guarantee we offer quality at affordable prices.If you have ten ortwenty minutes next week when I could come by your office and meet with you, we can look at the possibility of doing business together.

A：你好，我是Eliot電子公司的Robert Burges。您上周在電子出口展上和我的同事Joan碰過(guò)面。她讓我打電話給您繼續(xù)探討有關(guān)我們產(chǎn)品的話題。聽(tīng)她說(shuō)，您對(duì)我們的Mp4播放器感興趣。您有什么問(wèn)題需要我來(lái)解答嗎？

B：哦，是的。我記得我路過(guò)那個(gè)攤位。嗯……我留意到你們的播放器是因?yàn)槲覀冊(cè)趯ふ倚碌墓┴浬?。我們正在尋找有潛力的產(chǎn)品，將來(lái)好放在我們的店里銷(xiāo)售。

A：您在我們攤位時(shí)有沒(méi)有拿一份我們公司的簡(jiǎn)介和產(chǎn)品目錄？

B：是的，我想我拿了……

A：好的，我想約個(gè)時(shí)間和您碰面，深入探討關(guān)于未來(lái)合作的事宜。

B：好的。我們并不完全肯定我們會(huì)馬上下訂單……

A：希望能有機(jī)會(huì)和你們做生意。既然您要尋找供貨商，我們可以多談?wù)劸唧w合作意向。我保證我們的產(chǎn)品物美價(jià)廉。如果您下周有10～20分鐘時(shí)間，我可以去您的辦公室和您會(huì)面。