Timely follow-up work during the exhibition:
1. Reply to the business card
When is the best time to contact customers after getting a business card at the exhibition?
Many people say that it is best to contact guests one or two days after the exhibition, and some people say that it is best to contact guests after returning to the company after returning to China, because guests also have to rest, but also to go home, and there are also weekends. But I'm telling you, it's best to contact guests on the day of the show!
Why is it best to contact guests on the same day? Because there are a series of systematic marketing processes involved. These include the continuation of the impression of the day, the recall and reinforcement of memory, the implantation and improvement of service experience, the marketing of the title and content of the first email, and the arrangement of follow-up emails.
Any single point of consideration is unprofessional, so if only a certain point is considered without a follow-up systematic marketing plan, it is useless to grasp the timeliness.
What is the continuation of the impression of the day, the arousal and reinforcement of memory?
To put it simply, it is an extension of the customer's impression of the suppliers visited that day, the projects and matters discussed, and this includes the part of memory evocation. We all know that the longer the time interval, the person's impression and memory of a certain thing and a person will be weakened, and the longer the interval, the memory will be multiplied, until there is no impression, especially in the case of a large amount of information in a short time.
The impression and experience of a customer attending an exhibition is actually the same as the feeling of visiting the exhibition by ourselves. On the last day, when we had free time, we went to the exhibition hall and barely remembered what we looked at. Why? Because there's so much information that the brain can't handle it. So at this time, the best way is to use a notebook and camera to record what you are interested in on the spot, and then organize, memorize and distinguish when you go back.
We'll do this when we go back, and it's the same when customers go back. Therefore, it is especially important to contact the customer on the same day, re-evoke the customer's impression, and strengthen the customer's memory of our supplier and you as a person, which is the continuation of the impression of the day, the awakening and strengthening of memory.
What is the implantation and improvement of service experience?
Contacting customers on the same day can not only achieve the shortest possible time to continue the customer's impression of us, evoke and strengthen the customer's memory of us, but also add an additional effect, that is, the implantation and improvement of service experience. What is service experience? In fact, it is a sense of goodwill, which can also be said to be a sense of identity.
Professional people do professional things, real customers are the same as us, spending time, energy and money to the exhibition has his purpose, and he hopes to achieve his goal as soon as possible. So correspondingly, we also have to choose the shortest path of the service to meet his requirements.
In terms of time, what is the shortest path? that is, the day, which is called the present. If you contact him in the shortest possible time to confirm, the natural experience will be high. It's not hard to understand how it feels, you buy something online and expect to receive it when. Of course, it is the best right away, or the best on the day, so the experience of JD on logistics is the highest.
People like to be valued, which is a good feeling that will arise from contacting customers on the same day.
Again, a lot of people would say that maybe a lot of customers don't check their email that day, and I don't necessarily have to do that. Of course, the probability of checking the email on the same day is not 100%, and there is a probability that how many customers will handle the email on the same day.
But, then again, doing anything is a matter of probability. Is it a matter of probability that you send a development letter, and what is the response rate? It is not a matter of probability that you write an email to contact after the exhibition, how much can you guarantee the response rate? Is it a probability problem for your old customers to redevelop, and what is the success rate?
Everything is a matter of probability, if you don't do it, don't try, what's the point of talking about probability!
2. Reply to the email
Now we know that after getting the business card, it is best to contact on the same day. However, how to write the first email of the day, how to write the title, how to write the content of the email, what effect to achieve, what customer experience to preset, what to do for the follow-up follow-up, and what needs special attention?
According to our trade fair customer marketing plan:
Step 1: It is best to contact customers on the day of the exhibition.
Step 2: Write a development email to the customer.
Step 3: Follow-up system follow-up and marketing.
The next thing we need to do is write a development email and send it to the customer.
First, let's look at what we're trying to achieve. Whatever you do, you always have a goal you want to achieve, or you can say a goal. The purpose is from the point of view of the beginning, and the goal is from the point of view of the end. Writing emails and phone calls, of course, also have your goals and objectives, and you must think about them before you do them.
Before replying, think clearly about how to respond, what effect you want to achieve, and consider what the consequences will be.
After the first email, we need to achieve three goals:
The first goal: to build a direct impression.
The second goal: hit, implement the specifics.
The third goal: to start and pave the way for follow-up marketing.
Let's start with the first goal: build on the previous and build a direct impression.
Today at the exhibition, the customer is definitely not only seeing us as a supplier. It is impossible for any buyer to go to an exhibition to see only one supplier, even if he is really here for you, he will stop by to take a look and take a look.
Customers see a lot of suppliers, see a lot of products, store a lot of information in their brains, go back to the hotel, have a meal, have a glass of wine, relax, and these information are basically on the same memory level. No message is particularly memorable, and no one is particularly memorable.
The purpose of this email was to get the client to reinforce us from the crowd of information sources, label us exclusively, create a direct impression, and do so before competitors flock to us.
Nowadays, many customers use their mobile phones to read emails, and the advantage of mobile phones is that there are emails that will remind you, whether you are eating, drinking, walking, or in WC. Appearing in front of you once is equivalent to reminding you once, which is equivalent to mnesticizing once, headlines that entice you to open the email, again, and content that attracts you to make an impression, again, anyway, to build a direct impression.
Let's talk about the second goal: hit, implement the specifics.
Writing an email is the same as writing an article, it's all about specific content. And the content should resonate and attract each other. Of course, it is the content and items that the customer is interested in, that is, what the customer talks to you at the exhibition, and what he pays attention to.
The content has a topic, and only when the topic has can it be interacted with, and it is possible to establish a cooperative relationship, which is all linked and inseparable. This is the second objective, which leads to specific matters.
Then there is the third goal: to start down and pave the way for follow-up marketing.
We all know that rice has to be eaten one bite at a time, and we can only eat it at the end of the meal. It's the same with developing customers, you have to take it step by step. Can't be slow, can't be in a hurry.
You can't say that my first email will let the guest place an order and make a deal, so the first email should pave the way for subsequent communication and marketing, don't block the road with an email, and don't extinguish the guest's desire with an email, which is the third goal.
According to this idea, let's think about how to write this first email, and the response rate can be overwhelming after writing.
Let's take a look at the two actual reply emails:
Round 1
"Title:
HANNOVER MESSE Meeting - Further Led light details from XX Company
Body:
Dear ***,
This is **** from XX Company, we met and received your business card this afternoon in the fair.
Thanks for your interests in our led lights, I am attaching our catalog, so you can see more detail about our capabilities.
Also customize service is available from our company, please feel free to inform us if needed.
We will start getting to work once receive your reply.
Best regards
****
Round 2
"Title:
XX/pending things for confirmation after HANNOVER MESSE (XX company)
Body:
Hi ***
This is ****** from XX company.
Firstly, let me share the photo with you at our booth :)And please find the formal quotation as attached. As we mentioned, some items only with the promotion price during the fair.
So please check and we can talke more details if you have any question.
Looking forward to your reply soon,thanks.
Best Regards
****
We won't comment on how these two reply emails are written, but let's take a look at another email reply template:
"Title:
Custom Led Light Project ( Roy From HANNOVER MESSE Meeting Today )
Body:
Hi *******,
Nice evening.
This is Roy, from XX company which you met today. See below our photo on booth.
About your interested Led light, see data sheet and pictures in attachment. The best price will be provided once get your quantity.
More requirements, just inform or visit us.
Sincerely
Roy
(Signature + Photo)
Now let's analyze why the last email was written like this?
Let's start with the big picture, for writing emails, there are three requirements.
The first one should be concise and to the point.
If you can explain one thing in one sentence and two things clearly in two sentences, don't talk nonsense, and it is best to understand it at a glance. Everyone is a businessman, and the working hours are limited, so try to be as efficient as possible. The language is concise and things are clearly explained, which will also give the guests a sense of trust in a professional and capable manner.
The second one is to connect the previous and the next.
At the beginning of the email, you must let the other party quickly connect with you, that is, to find your common topics and memory points, so that you can continue. Don't let the client go through the records to remember who you are, what you have to do with him, what projects you talked about, and where you talked about. You know everything, you take it for granted that I remember everything, and then throw out a topic for me to pick up, and it's our responsibility to guide the client to understand what we're talking about right away.
At the end of the email, in addition to reminding you to reply, you must also leave room for easy answering, that is, to hook down, to facilitate the follow-up of follow-up emails or topics, in fact, this is also a guide.
Connecting + connecting + hitting, an email is the same as a person, it is three-dimensional, and it has a sense of picture.
The third requirement is that the language is simple and easy to understand.
Our English is not so good, and the grammar is not much proficient, don't go around, it looks laborious to go around, and the customer has to hold up a cheek to make a brain understanding. What's more, many customers are not native English speakers, and their level is also average. If people misunderstand, you will be more troublesome and ask for hardship. So write an email to be straightforward.
Let's take a look at the email based on the above three requirements:
Let's start with the title.
这里的标题由四部分组成，Custom Led Light Project ( Roy From HANNOVER MESSE Meeting Today ) 。
1. 具体事项(Custom Led Light Project)。
Topics that customers have talked about and are interested in.
2. 谁(Roy)。
There is a consideration in only showing the name of the individual and not the name of the company, no matter what the company, the customer will eventually connect with a specific person, so it is directly necessary to deepen the impression of the person. Such a marketing opportunity cannot be missed.
3. 记忆点(HANNOVER MESSE Meeting)。
Met at the show.
4. Today.
Why add today, in fact, it is to emphasize time. When the guest sees the email on the same day, he knows that he saw it today, and the customer has seen it today, no matter what day it is, his subconscious will tell him that you will send him an email on the same day, and you are the earliest.
Let's look at the body part.
As I mentioned earlier, the beginning of the email should be a glance for the customer to connect with your memory. Of course, the title actually serves this purpose. However, there are other parts that will be added to the email to deepen the impression and speed up the memory.
Hi *******,
Nice evening.
This is Roy, from XX company which you met today. See below our photo on booth.
The use of (Hi) in the first sentence without Dear is a consideration, so let's understand this by yourself.
The second sentence (Nice evening) is to emphasize time. It means that you sent him an email when you went back on the day of the exhibition, and it was already afternoon at that time, implanting a sense of picture!
The third sentence (This is Roy, from XX company which you met today.) , first re-emphasize the name (Roy) to deepen the personal impression, then add the company name (XX company), and the combination of the title, all the information is perfectly complete, there is no need to repeat it, and finally emphasize the time (today). Another point about this is the use of (met), which is completely a personal preference, in fact, it can be replaced by visited, but I like the feeling of met being more intimate.
Sentence 4 (See below our photo on booth.) In addition to text, more directly use photos of group photos to help customers recall and shorten the sense of proximity.
Let's look at the body part.
About your interested Led light, see data sheet and pictures in attachment. The best price will be provided once get your quantity.
This part is not too difficult, and it can be written according to the progress of the negotiation between you and the customer at the conference. For example, if everything is negotiated at the exhibition, as long as the quotation is made, you will send a quotation; if the sample has been confirmed, you will say the sample; if it is an order, you will say the order.
There is one point to note here.
In any case, you have to remind the customer to reply to you in the last sentence, of course, the sooner the better. Because when we send an email to a customer, we definitely need to confirm something, and we definitely need to answer. It is necessary to remind customers to reply, but also to lay the groundwork for the next follow-up. Of course, some people will list a separate sentence at the end, such as Looking forward to hear from you.
Finally, look at the end.
More requirements, just inform or visit us.
Sincerely
Roy
Whether it is still at the exhibition or not, or on the last day, give a reminder to customers, if you have any requirements and questions, feel free to come to you. Or you can visit the booth again. This is the guidance, and it is also our service attitude, and these subconscious guidance is very important.
Finally, there is the signature of the email and the photo inserted, which I won't say much about.
How do you feel about a simple email reply?
I would like to make one more point here.
The so-called meticulousness, or details, is actually feeling. When you put all the details together, you have the customer experience, which is customer satisfaction. Because every paragraph is tried to do its best and thoughtful, customer satisfaction and experience will always be good.
Of course, this is not a one-time learning session, it includes experience, perception, overall situation judgment, detail judgment, psychological analysis, communication skills and personal feelings. However, the truth is here, and the skills are all there, and the analysis is given to you, how much you can still learn, at least there is still a way forward.
The first email was written, according to my previous experience, the response rate of customers is very high, if you follow the normal comparison, it is not an exaggeration to use the word bursting.
It's up to you, and that's the second step. After the email went out, there were those who replied, those who did not, those who saw it, and those who did not. How to follow up in the follow-up, how to continue to continue marketing, and what foreshadowing can be used in the first two steps.
3. Fast follow-up and transaction of exhibition customers
In the first part, we answered the question of when is the best time to contact the exhibition customers. The way to share is to contact the best on the same day, and analyze the specific considerations and follow-up marketing layout in detail.
In the second part, we also answered a question about how to write the first email of the day. What are the most important factors to take into account, how to attract customer responses and seize the first competitive opportunity, and also pave the way for subsequent marketing.
In the third part, we need to answer two questions, how to follow up quickly, and how to lay out long-term marketing. These two are mutually reinforcing, and one is indispensable. For customers who can quickly harvest sample orders or orders, they should be harvested quickly, and customers who cannot be harvested immediately should be given a good experience and long-term marketing.
What is a quick follow-up?
On the day of the exhibition, we will contact the customer, communicate with the customer immediately after receiving the reply, and invite the customer to discuss in detail at the booth the next day;
For customers who are likely to make deals and determine cooperative relations, they must follow suit, and strike while the iron is hot, and the service experience at this time is the highest. Before your competitors start matching the reactions of the same level, you're done fighting.
At the end of the first email template, I left a foreshadowing, More requirements, just inform or visit us. This sentence is to guide, remind and guide customers to take the initiative to come to you the next day, don't underestimate these subtle subconscious guidance.
Another type of quick follow-up is the quick follow-up of the mail.
After your first email of the day, some guests will reply to you, but they won't come back to your booth the next day, maybe they've already gone back. So, at this time, you will find that we have to write the first email to the guests of the day when we go back after the exhibition every day, and we also have to reply to the guests who reply.
There is also a situation where the customer does not reply, how to deal with it?
On the day of the exhibition, the customer did not reply, which is very normal, so there is no need to worry about this. And this is also in the consideration of the overall marketing plan of our trilogy, because the first email of the day is sent, so there will be a follow-up of the second email the next day, and the topic sensitivity of all subsequent follow-up emails. Therefore, the first email is a fuse lead, and the lead is buried, and you can lay as long a line as you want in the back. No matter where the customer steps on it, it will detonate the first favorability.
So when will the second email be followed up?
My suggestion is, the next day. The first email sent on the day of the exhibition, but did not receive a reply, and continued to follow up on this email the next day.
So how do you write a second email?
Take the first topic directly, and be sure to forward it on the basis of the first email, let's look at the template.
"Title:
Custom Led Light Project ( Roy From HANNOVER MESSE Meeting on yesterday )
Body:
Hi *******,
Nice evening.
This is Roy again, from XX company which you met yesterday. See below our photo on booth.
About your interested Led light, see data sheet and pictures in attachment. The best price will be provided once get your quantity.
More requirements, just inform or visit us.
our booth is XXXXX.
Sincerely
Roy
(Signature + Photo)
Why do we want to pick up the topic of the first email? Because we want to create the best customer experience, that's what we want our customers to know the most.
So we won't give up on embedding this customer experience until we achieve that goal, which is also the mission of the first email. Since the customer didn't reply, the second email had to continue with this mission, but there were some changes that we still needed to make.
For example, the title was changed from today in the first email to yesterday, and a again was added after the text This is Roy.
If the customer reads the first email and doesn't reply, then the second email is a reminder and a good second experience implant. How do you understand that? You actually contacted me again on the second day of the exhibition.
There is also a situation where the customer does not read the first email. It doesn't matter, as mentioned above, as long as the customer opens the email anytime in the future, as long as they see these two emails, I will be considered successful. Because not only do I have to tell you what you talked to me about, but I also have to tell you that I emailed you on the day and the next day of the show, and that's enough.
If you receive a reply from the customer on the third day, follow up immediately as mentioned at the beginning, because there is still a third day to meet. What if you still don't receive an email from the customer on the third day?
My advice is, don't follow up. Generally, the exhibition is three days, and the most is four days. On the first day, after the second day of email follow-up, there was no follow-up on the third day, and I didn't recommend much on the fourth day. Why? Because we have to learn to give our customers some space and time.
The space is not to let customers open the mailbox and see that you have an email every day, you are communicating for the first time, and things are not so urgent. Everyone has their own arrangements every day, whether it is work or life. The two emails were just right, one was sent and the other was followed up, just right. If it's three or four in a row, it's a bit counterproductive.
But if you still don't get a reply from the customer, when is it better to urge again?
Back to the original point, just like many people return home after the exhibition and then contact customers, that is, the third email is followed after the exhibition, which is usually the fifth day after the exhibition day.
Day 1, Day 2, Day 5, it's the best rhythm.
The specific functions and differences between ordinary email marketing and AI email marketing
Ordinary Mail Marketing on Youmao.com:
1. Send it through the customer's own email server and bind it to the Youmao.com platform for use. The Youmao platform is only responsible for sending emails and receiving them to the customer's own mailbox;
2. Suitable for one-to-one or small group sending, no more than 800 recipients each time sending, and there is no limit to how many times a day can be sent. The number of emails that can be sent in a day depends on the customer's own email server;
3. When sending in groups, it can intelligently identify the name of the contact and display one-to-one sending;
4. With intelligent email tracking, you can check the recipient's viewing time, number of times, and email address in real time;
5. Bring a full set of email text templates from development letter to transaction;
Youmao.com AI email marketing (also known as EDM mail system):
1. Sent by the overseas server of Youmao.com, the delivery rate is 98%;
2. It will not affect the user's own mailbox, and will not be blacklisted, or rejected by the system;
3. It can be sent one-to-one, or it can be sent in small quantities or in large quantities, 10,000 or tens of thousands of emails;
4. The second, third、.... Nth emails can be automatically sent to continuously activate potential customers;
5. Real-time tracking of customer email information, time, place, device, browser and other information;
6. You can check the CRM system customer classification marketing, or you can directly upload the external mailbox in batches to send;
7. When sending an email, the system automatically reads the name of the contact, and the other party receives the message and displays one-to-one;
8. It can be sent to the system customers by category, and it can also be imported into the mailbox in batches with one click;
9. More than 100 different types of web poster email templates, which can be customized and edited;
Added a sending task
Email opens record queries
Multiple email templates to choose from