外贸展会实战 – 展会结束后，需要做哪些工作？
每一场展会都是外贸企业展示实力、获取客户的绝佳机会。
尤其像广交会这种最大的、综合性最强的进出口交易会，参 观人数多，采购商实力强劲，外贸人必须抓紧机会深拓客户。
✨ 核心：展会只是开始，成交在展后！
展会后的跟进工作是转化客户、强化品牌印象和促进成交的关键阶段。
展会结束后我们应该做哪些工作？展会后该如何跟进？
1 展会后的核心工作清单
✔ 1. 收集和整理展会资料
① 收集客户信息：整理名片，记录联系方式、客户的需求点和交流内容。
② 分类潜在客户：根据客户意向程度分级（高潜力、中等潜力、一般潜力、低潜力）。
★高潜力客户: 深入沟通，详细了解各方面，下单几率极高。
★中潜力客户: 详细沟通，询问公司和产品价格。
★一般潜力客户: 简单交流，问几款价格，进行比价。
★低潜力客户: 索取目录册即走。
注意：统一服饰、专业细致提问的客户，意向度更强，务必展现专业性。 后期需借助工具进行背调。
✔ 2. 跟进客户，建立联系
即时跟进： 高/中潜力客户当天 要求发邮件/社媒信息（感谢+沟通内容）。
感谢信：展会结束后的 1-3天内 发送，附上资料、报价等。
长期关系：定期沟通（行业新闻、产品线）。 专业性：高质量资料、案例研究。 独特价值：突出卖点，解决客户痛点。
促成交： 限时优惠/促销 ； 邀请参观公司/工厂 。
工厂参观跟进：确认时间、人数、订酒店、接机（高铁）准备。
✔ 3. 提供个性化服务
方案：根据反馈制定个性化解决方案。
试用：安排免费样品试用或产品演示。
✔ 4. 内部工作总结
总结：分析销售数据、到访/意向客户数、客户反馈、竞争对手情况等。 评估：分析投入产出比，总结改进策略。 优化：根据反馈优化销售流程。
2 针对不同客户类型的邮件策略与模板
▶1. 高潜力客户 (目标：快速推动成交，强调稀缺性)
A. 邮件主题：[Action Required] Follow-up on Your Inquiry at [Exhibition Name]
It was a pleasure meeting you at [Exhibition] and discussing how [Your Product/Service] can solve [specific pain point they mentioned]. As promised, I’m attaching the [brochure/case study/pricing] we talked about.
Would you be available for a quick call this week to finalize details?
B. 邮件主题：Follow-Up on Our Discussion at [Exhibition Name]
It was wonderful speaking with you at [Exhibition Name] and learning more about your needs regarding [specific topic].
As discussed, I’ve attached [specific document, e.g., a proposal or product catalogue] for your review. If you’d like, we can schedule a call to discuss how we can tailor our solution to your requirements.
Let me know a time that works best for you.
▶2. 中潜力客户 (目标：提供价值，建立信任)
A. 邮件主题：Further Insights for [Their Business Need] – As Discussed at [Exhibition]
Thank you for stopping by our booth at [Exhibition Name]! I enjoyed learning about your challenges with [their specific issue].
To help you explore solutions, I’ve attached:
- A case study on how we helped [Similar Company] achieve [Result].
- A comparison guide between [Your Product] and competitors.
Let me know if you’d like to schedule a demo or discuss further. I’m happy to assist!
B. 邮件主题：Thank You for Visiting Our Booth at [Exhibition Name]
It was a great pleasure meeting you at [Exhibition] and discussing how our company can support your business needs. We truly appreciate your time and interest in our [product/service].
I’ve attached a brochure with detailed information about our offerings.We help [company] improve sales,especially [brief value proposition].
Should you have any questions or need further assistance, feel free to reach out.
Looking forward to staying in touch and exploring opportunities to work together.
▶3. 一般潜力客户 (目标：保持联系，推送产品信息)
邮件主题：Thank You for Visiting Us at[Exhibition Name]，the products you chose at fair
It’s glad to meet you at Canton fair.I know you are rush to visit fair.Attached you will find the quotation that you chose at fair.
You showed interest in [Product], and I believe it’s a great fit for your market.
▶4. 低潜力客户 (目标：保持联系，推送品牌信息)
邮件主题：Thank You for Visiting Us at [Exhibition Name]!
We appreciate your visit to our booth at [Exhibition Name]. As a quick recap, [Company Name] specializes in [brief value proposition, e.g., “helping manufacturers reduce costs with solutions”].
Attached is our product catalog. If any needs arise in the future, don’t hesitate to reach out!
P.S. Follow us on [LinkedIn/YouTube] for industry updates: [link].
▶5. 已成交客户 (目标：强化关系，鼓励复购/推荐)
邮件主题：Exclusive Updates for Our Valued Client
It was wonderful catching up with you at canton fair! We’re excited to share our new [Product/Feature] launched at the event, which could further optimize [their use case].
As a token of appreciation, enjoy a 2% loyalty discount on your next order (valid until [date]).
Let us know how we can better support you!
▶6. 未拜访但目标客户 (目标：重新建立联系)
邮件主题：We Missed You at [Exhibition Name] – Let’s Connect!
We noticed we didn’t get a chance to meet at [Exhibition Name], but we’d love to introduce how [Your Company] helps [industry] businesses achieve [key benefit].
Do you still in China?If yes,welcome to visit our factory?This will give you a firsthand look at how we operate and the quality of our [products/services].
We’d be happy to accommodate your schedule. Please let us know your availability, and we’ll make the necessary arrangements.
We look forward to meeting you.
3 持续跟进，加强印象
☉ 1. 展会回顾与视频分享 (目标：唤醒客户记忆)
主题：Highlights from [Exhibition Name] – Thank You!
(注：如果客户未回复过，附有视频链接邮件可能被判垃圾，建议用社媒发送视频)
Thank you once again for visiting our booth at [Exhibition Name]. We truly enjoyed the opportunity to connect with you.
To recap our time at the event, we’ve prepared a short video highlighting key moments and showcasing our latest innovations. You can watch it here。
If you have any further questions or would like to explore collaboration, feel free to reach out.
☉ 2. 提供样品或试用模板 (目标：吸引客户回复/建立互动)
主题：Your Complimentary Sample/Trial from [Your Company Name]
Thank you for expressing interest in our [product/service] during [Exhibition Name]. As a follow-up, we’d like to offer you a complimentary [sample/trial] to experience its benefits firsthand.
Please let us know your preferred shipping address so we can arrange the delivery promptly. We’re confident you’ll find our [product/service] valuable for your business.
Looking forward to your feedback!
☉ 3. 限时优惠推广模板 (目标：加强吸引力)
主题：Exclusive Post-Exhibition Offer – Limited Time Only! (强调截止日期 [deadline])
It was a pleasure meeting you at [Exhibition Name]. To thank you for your interest in [Your Company Name], we’re excited to offer you an exclusive [discount/offer] available only to our exhibition visitors.
This special offer is valid until [deadline]. Don’t miss this chance to [specific benefit, e.g., save on costs, upgrade your systems].
Let us know if you’d like to proceed or need more information.
☉ 4. 发送视频，强调公司的实力 (目标：加深客户印象，提升信任度)
主题：Company Video & Product Showcase
Here’s a short video showing our factory and product line. It gives you a better idea of our production and quality control. Looking forward to your thoughts.
⚠ P.S. 关键提醒
1. 合影/展位图片： 高/中潜力客户附合影，一般/低潜力附展位图，唤起客户回忆，助推沟通。
2. 没有回复≠没兴趣： 邮件内容要有价值点（新资料、案例、视频、节日问候）。
