Supplier Sharing: Talks about Exhibition and Network Marketing Experience

At the E set sail, leading the future "Intelligent & Winning the Future Export Series Forum" held by Global Sources' management media "CEConline", Xin Chao, Chairman of Shenzhen Kai Weide Communication Equipment Co., Ltd. Mr. shared his management strategies in exhibitions and network marketing.

Xin Chao: I know that one of the things that everyone cares about most is the input-output ratio. In fact, mentality is very important. Of course, we also invested in Global Sources at the beginning. The first was Made in China and Global Sources. Later, it was Global Sources, and then Alibaba also did it. I think each platform definitely has its own value. When Made in China was doing it, it was because there were many one-to-one inquiries, but the total number of inquiries was very small. I combined Made in China and Global Sources. To use, and finally chose Global Sources, because I still want to develop rapidly. I think one-to-one inquiry is possible. What kind of company is suitable for less inquiry? There are very few salesmen suitable for the company, and the boss goes to see the inquiry in person. If you want to develop rapidly, you have a lot of customer groups, so it is best to do it on any platform, but each platform has value. In the end, we need to choose a professional and suitable for us. There are about a dozen salesmen in our company who are responsible for handling inquiries overseas, so I have to make a lot of inquiries. From 2009 to the present, we have accumulated about tens of thousands of customer data. I think our own customers are actually enough, but in the process of continuous development, we must seek suitable ones for ourselves. For example, we were originally from India. There are more buyers, and now we are not taking orders from India. I think which inquiries you are looking for should be selected from the ones that suit you. There is also the input-output ratio. I think tens of thousands of dollars are invested in a platform. If the tens of thousands of dollars cannot be earned back in a year, I think it is definitely our company's own problem, not the platform's problem. First of all, have you treated every order sincerely and grasped every order? I think it takes a year to make money from a platform. I started with this mentality. As long as I invest the money, I can earn it back, because I have also gained the training of the team and the training of customers | materials. There is also the customer's grasp that if he continues to do with you, you will earn money. Including us at the exhibition, and now we are at the Global Sources exhibition. The last time it was a raw space and a building, the total was more than 200,000. I think how to earn this 200,000 in a few days, I just need to earn it back. How much goods do I ship, and what is the profit per item per day, I ask the salesperson's goal as soon as I go to the exhibition. This goal must be achieved when I go to the exhibition. This is the most basic, otherwise we will not participate next time, and then assigned to each salesperson.

How do existing buyers fulfill orders? In fact, we have also done a lot of work in the early stage of the exhibition. In fact, the most effective one is the notification of the early stage email. There is another one. Since last year, we have done something that no one else has done, that is, when the client came to Hong Kong, we went to the Hong Kong airport to pick up the plane. The nanny car should cost 600 yuan. I think this is what everyone spends. If you can afford it, you can pick him up even if you don't attend the exhibition. I have been to the north and the south, and my entire flight by plane is more than 40 hours. The moment you arrive at the airport, if someone picks you up, at that moment he will feel like a parent again. At that moment in a foreign country, you have to find a car and have a lot of luggage. If someone comes to pick you up, you will feel like your parents again. In fact, this thing can be realized for 600 yuan, why don't many people do it? Or the salesperson contacted in advance, when he arrived at the airport and when the flight, in fact, the buyer has done a lot of work, but picking up the plane is the most important, we are also doing the work of picking up the plane now. In fact, when he arrives in Hong Kong, it does not necessarily mean that Global Sources will start the next day or the Canton Fair. He will definitely arrive a few days in advance. He will meet some suppliers, and then screen some suppliers at the exhibition. After the exhibition starts, he will screen some more. supplier.

Before the exhibition, we actually made a lot of special efforts in email. Because I worked as a salesman before, I sent an email to Global Sources as a buyer. I would receive more than 40 inquiries the next day, and Alibaba also sent them. Most of the responses from suppliers are "Hello, who is our company and how powerful our company is", and then the attachment is our quotation. In this case, my computer freezes when I order a few copies, because Excel is basically at least four or five megabytes. I told my business to briefly introduce the company when replying to the email, insert a picture in it, or reply two emails. The first email replied that I was Kaiweide Company, insert a picture, and then reply another one. A copy of the email, followed by a quotation. Basically, where does the subject come from and what language is used, just write a language. The advance emails we made before the exhibition are also in it, such as the latest products, configurations or products that we have fully developed 4G, very thin products, we write these special things, and then go to attract him during the exhibition. Come to us and hope that the customer can reply. As long as there is a reply, nothing is required, just the customer's phone number. It is not necessary to introduce the company. The customer has his own email address in his own signature. My salesman said that the customer can be judged from the signature of the email.

This is the one month before all the exhibitions I talked about. In fact, don't take too long to make appointments with your clients. They are not ready for too long. Start preparing for this plan. When the exhibition is approaching, I will send emails and contact customers again, because many suppliers like us here send invitations and requests, and customers receive dozens or hundreds of them every day. It’s hard to sift through dozens or hundreds of emails, so be sure to send the right email at the right time.

We will publish all the information of the exhibition on the Internet, our official website, global sources online, magazines. I have a mentality that I must get the money back, but don't expect too much, I just need to get it back.

During the exhibition, our salesmen often received calls, which is why I took dozens of salesmen there. Some salesmen ran outside to answer the phone as soon as they received the call. Some old buyers will sit there and chat with you a lot during the exhibition, "Ah, how can there be a problem with the quality of the product you released before" or "the appearance of the current product", especially Europeans like it very much To give you advice, he thinks that I will chat with you during the exhibition, you should be very happy, but in fact, we are reluctant to talk too much with customers at the exhibition. I asked the salesman to give the customer three minutes at most. After the chat, we will visit you at your hotel or you will come to our company and so on. I bring more salesmen at the exhibition to prevent a few salesmen from getting entangled with old customers. When all our exhibition platforms are built, we do not recommend that we have coffee and desserts, so that customers are even more reluctant to leave the exhibition.

Invited buyers generally have an order rate, and the speed of placing orders will be faster. When you bring him back to your company, such customers will be easier to place orders. I said just now that I would pick him up at the airport, and the other one was asking him which hotel he stayed in, and asked the salesman to visit the client on the same day, the next day, or the night we moved out. By the way, we had a special car to pick him up in Shenzhen. The office continued to chat. In fact, it is always guaranteed marketing, and he must not let him contact more suppliers, because it is very difficult for them to come. I have analyzed that many purchasers go back to the boss for analysis, so he also wants to take the time to chat quickly. It is actually difficult for purchasers to identify suppliers at the exhibition, and he has to be responsible to the company. But what kind of products you are going to help him find, the salesman can also give him some suggestions. I often take a client to a competitor's place, and he also wants to see it. He wants me to accompany me too. If he wants a salesman to accompany him, he will let the salesman accompany him. He is not afraid of competing with competitors, but he is afraid that customers will be caught by more suppliers to contact. Then he will choose from here. For example, terminal products are selected from here, high-end products are selected from me, and the selection is hierarchical. Therefore, it is necessary to fully understand the buyer. If he is the boss, it is even better. Tell us about the sense of crisis in our entire supplier system, and he will not dare to contact too many suppliers.

In terms of salesman management, I have set a goal, and I will not make false assumptions. For example, for this exhibition where we voted for 200,000 units, we have to set a target of 100,000 units. Listen to you. I told them that we earn 20 yuan per machine, ten salesmen will not lose money for 10,000 orders, and each of ten salesmen is 1,000 yuan, and each person will be distributed to each customer. A few hundred individuals will do, and they will go to the show with a very light mind. When the exhibition is closed, each salesperson will report the performance of the day, and everyone will discuss it.

Do some PK on the show floor. The exhibition requires salesmen and customers to take photos and take souvenirs, and attach the photos to your e-mail when you reply to the e-mail on the same day to communicate with the customer further, because the customer basically forgets who you are after an exhibition.

Actually, one of my favorites is product information. If you keep updating products, he will send product information to all relevant buyers of Global Sources, which means that if the buyer is registered, he will choose what he likes. He will receive our information, so we also pay more attention to product information.

Actually, some of our buyers are old salesmen who left, new salesmen came in, and some big customers were taken out from his customer|data database. This year, we had a new salesman who took out a major customer, which was an order of 7K. In fact, the old salesman left, and then he followed, and he took out such a new major customer. Clients | Profiles are always an asset.

All the difficulties we are encountering now, we are a big brand in the mobile phone industry, and we are also starting to make efforts abroad. My conclusion is don't be picky about customers, position yourself, what kind of customers and platforms your company wants to do, first analyze what you want to do from customers. The best customers right now are small and medium-sized customers who feel that they are profitable and will not bargain with you. I think these customers are the focus of our company. When we have a large number of small and medium-sized customers, we can support the salary of our company's salesmen and support me to have more people to do more investment. When you develop to a certain extent, you can reach out to large customers. We are also the mobile phone general agent | agent in Malaysia, and also the agent | agent of Samsung. When we came into contact with this, we did our best to help customers in other countries. He saw this and also saw the scale of our company. In fact, after he came to our company, there were dozens of salesmen in our company. There are eighty people in the office, and we usually have a few hundred. All of this is actually not what I got from a few big clients. In fact, I have 200 small and medium-sized clients. If I can keep my team there, I can get bigger clients. I think it's a step-by-step process to find the right client for you.