Core conclusions:In this case, an agricultural machinery parts factory in Weifang, Shandong Province participated in the Vietnam industry exhibition using the method of "invitation before the exhibition + follow-up SOP 72 hours after the meeting." At an exhibition, 23 prospective customers were agreed to interview, and 6 companies were converted after the meeting. Orders in the Vietnam market exceeded 3 million yuan that year.
1. Customer background
An agricultural machinery parts company in Weifang, Shandong Province, specializes in transmission parts, hydraulic parts and wearing parts for tractors and harvesting machinery. Its products have accumulated wear resistance and interchangeability for many years. Its main customers are domestic agricultural machinery main manufacturers and regional maintenance channels.
There is obvious replacement demand for agricultural machinery accessories in Southeast Asia: the number of local agricultural machinery continues to grow, the consumption of repair and maintenance accessories is stable, and the price sensitivity is higher than that of the European and American markets. Domestic factories have natural advantages. Vietnam is the company's first stop.
The problem lies in the way of participating. In the past, the company used to "book a booth and wait for someone to come" when participating in exhibitions. They collected a bunch of business cards for each exhibition, and followed up on the cancellation after returning to China. In the end, it was calculated that the exhibition cost was high and the output was low.
2. Problem diagnosis: There is a lot of investment in the exhibition, why can't we get the order?
- There were no invitations before the exhibition, and all relied on waiting for customers at the booth.The passenger flow at the exhibition site is random, and most of the visitors are peers or casual visitors; the real buyer usually arranges the visit route in advance, and it is difficult to see them without invitation.
- There were no records during the exhibition, so I couldn't remember clearly after the meeting.Business cards have been collected, but there is no record of what model, market, and price band the customer cares about. It is impossible to follow up according to priority after returning home.
- The follow-up speed after the meeting is slow.The customer contacted multiple suppliers at the same time during the exhibition, and only sent an email a week or two after returning home. The customer's impression of the factory was blurred.
- Data preparation does not match local market.The materials brought are mainly in Chinese, and the parts related to the adaptation instructions for commonly used local models are almost blank. Customers need to repeatedly confirm whether they can be used.
The problem with this factory is not the product or the exhibition platform, but "treating the exhibition as an exposure rather than a planned sales move."
3. What have we done?
- Pre-exhibition invitation.One and a half months before the exhibition, the purchase lists of local dealers, maintenance chains and agricultural machinery main engine factories were sorted out according to the target market, and invitations were sent in batches via email and social media, and specific meeting times and booth numbers were given.
- Structured records during the exhibition.Prepare a unified record sheet, record item by item on site according to the model concerned by the customer, annual purchase volume, current brand, price band and decision cycle, and return to the hotel to complete the filing on the same day.
- Follow up the SOP within 72 hours after the meeting.The first round of contact will be completed within 72 hours after the meeting: send the product information, quotation range and sample policy communicated face-to-face, and follow up according to the issues of customer concern to avoid mass distribution.
- Localized adaptation data.Organize the matching comparison table of parts for common local agricultural machinery models, and directly write down the question that customers are most concerned about,"Can we install and which machine can be installed?"
- Samples and quotations are layered.For those who intend to provide layered quotations and sample plans to customers, use small batch trials to reduce the decision-making costs of customers 'first cooperation.
4. Execution rhythm
6 weeks before the exhibition: invitation starts
Complete the list of target customers and send invitations in batches according to regions, and simultaneously prepare booth information and record forms.
During the exhibition: Centralized interviews
In this case, interviews with 23 prospective customers were agreed and completed during an exhibition, and demand records were completed on site.
72 hours after the meeting: first round of follow-up
Complete the first round of contact according to SOP, send corresponding information and quotation range, and mark interested customers individually.
1-6 months after the meeting: conversion and volume reduction
Follow up on sample trials and the first batch of orders, and gradually expand the category. At that time, orders from the Vietnam market exceeded 3 million yuan, of which 6 were converted from this exhibition.
V. Outcome data
During the current cycle, the observation results of this case are as follows:
- Interview with intended customers at the exhibition:of 23
- Converted transaction customers after the meeting:of 6
- Orders for the current year in Vietnam market:exceeded 3 million yuan
- Timing of the first round of follow-up:Completed within 72 hours after the meeting
- Content Assets:Precipitation model adaptation comparison table and exhibition record table template
6. Which factories can this method be replicated to?
The set of actions of "invitation before the exhibition + record during the exhibition +72-hour follow-up after the meeting" is applicable to all categories with the exhibition as the main channel for attracting customers, such as agricultural machinery parts, construction machinery parts, hardware tools, packaging machinery and auto parts wearing parts.
If the market where the exhibition is located does not have clear needs, or your products do not match the local mainstream models, no matter how sufficient the invitation is, the output will be limited. At this time, the market selection issue should be solved first.
7. Common questions
Q: Did anyone really respond to the exhibition invitation?
A: There are responses, but only if the list is accurate. In this case, the solicitation targets are limited to dealers, maintenance chains and main engine factories, and they are sent six weeks in advance. The response rate is significantly higher than that of temporary group purchases.
Q: Why is it so important to follow up 72 hours after the meeting?
A: Because customers usually contact multiple suppliers at the same exhibition, the timeliness of the first round of communication directly determines where you stay on his list. If you contact more than a week, customers will often have entered the next round of price comparisons.
Q: Should the samples be free?
A: Layered processing according to customer level and order potential. This case provides small-batch trial solutions for high-intention customers, rather than unconditional free, which not only controls costs but also screens out real needs.
