国际贸易之 贸易展后的追踪跟进　Following up on Trade Show Leads

当你在贸易展上展示了产品和服务（demonstrat your products and services）之后，回到公司，就该处理在会上获得的销售线索了，从而使你在贸易展上的投资得到充分的回报（get a return on your investment）。

整理联络信息

将销售线索和客户信息（customer contact information）统一输入到联络管理系统（contact management system）中。如果没有这样的系统，你可以将上述信息输入到电子表格（spreadsheet program）中，并按照线索提示的产品和服务分类。

⊙We need to follow up with our trade show leads.我们需要跟进展销会上的销售线索。

⊙Which products or services was this person interested in?这个人对哪些服务或产品有兴趣？

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

这些都是我从车展上收集到的名片，你能把这些信息输入系统吗？

⊙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.

这些是对我们的笔记本电脑有兴趣的联系人。这些是对我们的Mp4感兴趣的联系人。别把他们搞混了。

⊙This is a list of all the potential suppliers we met at the show last week.这是上周展销会上我们遇到的可能成为供应商的所有名单。

有计划

针对不同的客户提出相应的营销计划（marketing communications plan），该计划应指出哪些客户需要直投广告（direct mail），哪些需要电话推销，哪些需要面谈（a face-to-face meeting），然后引领你的销售团队执行这些计划。

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

名单上的每一个人要在48小时内联络到。你可以使用销售讲稿。

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

这些联络人需要直投广告，确保附上公司的简介和一份亲笔信。

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

试试能不能通过电话向这些联络人推销。

执行计划（Implement the plan）

在一定的时间期限（predetermined period of time）内执行你的计划，根据执行过程中遇到的具体问题对计划进行调整，比如当客户在电话中表现出对某个产品或服务的兴趣（specific product or service interest）时，就和他约时间面谈，获得当面展示产品和深入洽谈的机会。

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

我打电话是想继续我们上周在电子产品出口展上的话题。

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

你说过想更多了解……

⊙Can I answer any questions for you about……

我能回答你有关……的问题吗？

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

我很感激上周有机会和您在……会面。

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

我想和你继续探讨我们在国内车展上谈论的话题。

⊙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电子公司的Robert Burges。您上周在电子出口展上和我的同事Joan碰过面。她让我打电话给您来继续探讨有关我们产品的话题。

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

听说您对我们的Mp4播放器感兴趣。您有什么问题需要我解答吗？

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：上月展销会的销售线索跟进得怎么样？

B：跟进那些销售线索的过程中我们促成了30桩新交易。

总结

参加贸易展的费用不菲，如何充分利用贸易展上获得的信息？首先，将客户的联络信息按照产品和服务门类进行统计。其次，趁热打铁，在客户兴趣冷却之前联络他们。再次，根据联络过程中客户的反应乘胜追击，争取面谈机会，早日敲定买卖。

Words　单词表

attend参加，出席

circular环形的，圆形的

colleague同事，同僚，同人

collect收集，采集

contact联系，联络

input输入，输入的信息

interest兴趣，关注

laptop手提电脑

list清单，列清单

outlet经销店

potential潜在的

supplier供应商，供货商

vary不同，变化

waste浪费

Phrases　短语表

affordable price可承受的价格

as fast as possible尽快地

business card名片

company literature公司宣传手册

deal with处理，应对

direct mail直接邮递

enter information into（computer）输入某信息

follow up跟进，追踪

handwritten note手写便条，手写短信

indicate interes表示有兴趣

invest in sth投资某事

keep track of sth跟踪

make a deal做成买卖

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）花时间（做某事）

time and money时间和金钱

within the next……hours在接下来的……小时里

实景对话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：我们需要跟进这些展销会上的销售线索。如果我们不抓紧时间联络他们，就很有可能浪费为参加展销会投入的时间和金钱……这些都是在展销会上收集到的名片，你能把信息都输入系统中吗？

B：所有这些名片吗？至少有1000张！我们怎么能追踪所有的呢？

A：所以我们必须尽快把它们输入电脑里。我给你的那些名片都有各自的关注点。还有另外一摞呢。这些人对我们的手提电脑有兴趣，这些对我们的Mp4播放器有兴趣。别把他们搞混了。

B：你想让我把这些信息都输进去吗？

A：是的，在你输完这些信息后，我想让你处理这摞名片。这部分人需要直投广告，别忘了附上我们公司的简介和亲笔信。

B：一个人干的话工作量太大了啊……谁可以帮帮忙吗？

A：看Jane能不能帮帮忙。这儿，你看能否给这些人打销售电话。一定要在48小时内联系到这些人。你可以用销售讲稿。

B：那你想什么时间完成这些？

A：周末之前。时间越长，他们就越冷淡。

实景对话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电子公司的Robert Burges。您上周在电子出口展上和我的同事Joan碰过面。她让我打电话给您继续探讨有关我们产品的话题。听她说，您对我们的Mp4播放器感兴趣。您有什么问题需要我来解答吗？

B：哦，是的。我记得我路过那个摊位。嗯……我留意到你们的播放器是因为我们在寻找新的供货商。我们正在寻找有潜力的产品，将来好放在我们的店里销售。

A：您在我们摊位时有没有拿一份我们公司的简介和产品目录？

B：是的，我想我拿了……

A：好的，我想约个时间和您碰面，深入探讨关于未来合作的事宜。

B：好的。我们并不完全肯定我们会马上下订单……

A：希望能有机会和你们做生意。既然您要寻找供货商，我们可以多谈谈具体合作意向。我保证我们的产品物美价廉。如果您下周有10～20分钟时间，我可以去您的办公室和您会面。