Lessons to go to international fairs

(TBKTSG) - According to statistics in 2015, Minister of Industry and Trade Vu Huy Hoang signed Decision No. 11855/QD-BCT approving the National Trade Promotion Program in 2015 including 212 projects of 70 key units. with a total budget of 100 billion VND, an increase of 30 billion VND compared to 2014.

Among the enterprises going to the sea, the types of businesses are extremely diverse from large, small and medium enterprises, start-ups, multinationals... And the lesson of participating in the fair is necessary and extremely important. expensive for any business or individual before going to the big sea.

Before going to the big sea

Each time participating in international fairs, businesses spend a lot of money, time and resources. Therefore, we need to make the most of these programs because "if you don't prepare or prepare poorly, you prepare to fail!".

Before going, businesses need to prepare carefully in terms of knowledge and information related to the fair, national culture, language, consumption habits, purchasing habits and target customers. Moreover, businesses need to know the items that will be supported at the fair, which businesses need to equip themselves to avoid tears of laughter such as frozen goods do not have freezers, drinks goods are not available. There is no refrigerator, no kitchen for food, no cooking fair, etc. In addition, businesses need to carefully prepare content for promotion, marketing, sales pitches as well as training. Train employees on product knowledge and sales methods.

Many businesses do not anticipate the scale of the fair, so they fall into a passive position when they lack business cards, brochures, leaflets... Even some businesses participate in fairs in the US, Europe or Japan but forget to bring them suits, resulting in an extremely unprofessional image.

Who know me know!

Fairs around the world are organized on a very large scale and professionally, even the participants are very professional and well prepared. These fairs all charge visitors, even very high fees if you do not buy tickets long in advance. Moreover, the visitors had well-prepared information about products and businesses participating in the fair, and many had an appointment to work in advance. Usually, the working process of these customers is very systematic and systematic, so businesses need to know how to exchange and negotiate accordingly. Many businesses have been eager to offer and quote at the first meeting, this is not advisable. Fairs usually take place at least 4-5 consecutive days, so the first 1-2 days are usually staff in charge of purchasing, sourcing goods, walking around the fairs. Next, the department head will discuss more details about prices, product information, delivery, warranty... Then on the last two days of the fair, the business owner will personally go to find goods, and finalize the terms with the seller.

Equipped with knowledge

At major fairs, the organizers will have training sessions, seminars, seminars before and during the fair. Many Vietnamese businesses skip this part, partly because they are too busy and not enough people to prepare and arrange their booths, partly because they think that this knowledge is not important to them. However, these are additional benefits for businesses participating in the fair, and the cost is already included in the rental of businesses' booths. Many visitors have to pay money to attend training or share information, while our business often wastes such programs.

Besides, many businesses are not aware that sales skills in international fairs also need to be trained in a methodical way. Many visitors won't even visit your business, let alone make a purchase. And in international fairs, the businesses with the same product or product line as your business are a few dozen to hundreds of businesses, so how to make your products and business really impressive. It's not easy for first-time visitors.

During the participation in international fairs

Rất nhiều doanh nghiệp trong suốt quá trình tham gia hội chợ chỉ tập trung vào gian hàng của mình mà bỏ sót những việc có thể tối ưu hóa thời gian tham gia hội chợ.

Đầu tiên là các doanh nghiệp cần cho nhân viên đi làm khách tham quan trong hội chợ, để biết được độ lớn, quy mô, đối thủ cạnh tranh cùng ngành và những ưu nhược điểm của họ. Tiếp theo doanh nghiệp cần cử nhân viên tham gia các buổi huấn luyện, hội thảo, hội nghị chuyên đề để cập nhật thông tin về thị trường, sản phẩm và các xu hướng mới trong ngành. Rất nhiều doanh nghiệp của ta không cập nhật những xu hướng mới bắt đầu xuất hiện trên thế giới, dẫn đến chúng ta làm ra những sản phẩm tưởng chừng mới nhưng thực ra đã có trên thế giới rất lâu rồi. Ngoài ra các doanh nghiệp cần tranh thủ thời gian để tìm hiểu văn hóa và cuộc sống của quốc gia mình đang tham gia hội chợ, xây dựng mối quan hệ với cộng đồng Việt Nam tại nước ngoài...

Những hội chợ quốc tế thường diễn ra trong thời gian dài và với lưu lượng khách tham quan cực lớn, do đó những người đại diện doanh nghiệp đi hội chợ thường không đủ thời gian để nghỉ ngơi hay nhớ hết tất cả những khách hàng đã tham quan gian hàng của mình. Thậm chí nhiều người không nhớ nổi hay nhầm lẫn về yêu cầu cụ thể của từng khách hàng, dẫn tới việc đáp ứng sai và khách hàng cảm thấy mình không được tôn trọng. Do đó các doanh nghiệp cần tổ chức hệ thống để ghi nhận thông tin khách hàng, có thể thực hiện bằng giấy, biểu mẫu hoặc nhập trực tiếp vào máy tính.

Sau khi tham gia hội chợ về

Many businesses think that the end of the fair means we breathe a sigh of relief and finish our work. However, we need to thank all the customers who visited the booth, exchanged information and left business cards. This is extremely important, and is the first step in the sales process of the business.

In addition, businesses need to respond quickly and accurately to customer requests, such as sending samples, sending company information, product information, customer list, quotation, payment conditions, preferences. hospitality, after-sales... Moreover, businesses need to maintain relationships with customers for as long as possible, because most customers will not buy from you at the first meeting.

On the other hand, enterprises need to re-evaluate the results achieved by participating in this fair, in order to prepare immediately for the next participation. Many fairs schedule reservations for businesses almost a whole year in advance, so if there is no plan, the risk of not being able to book or having to book at a high cost is entirely possible.

“If you want to go far, go together!”

Currently, the Government, Trade Promotion Department, and industry associations have many incentive programs for businesses. Therefore, businesses should make the most of these programs to reduce the cost of each trip, and at the same time can go to more places to increase brand and product coverage.

Besides, businesses need to link together to reduce the cost of each exhibition. This is done by many countries in the world, and even done very well. For example, during the ANUGA 2015 International Food and Beverage Fair, chaired by the Federal Trade Food Association of the Federal Republic of Germany (BVL), when I witnessed firsthand: Thailand has a "Kitchen of the world" area. - The kitchen of the world", or the Philippines has "Taste by design"... and Vietnam only appears in small and scattered stalls, making Vietnamese stalls not cause any problems. strong impression on visitors. The world's major fairs such as Anuga (Germany), Siam (Paris), Foodex (Japan), Thaifest (Thailand), Gulfood (Dubai)... are designed with very large and attractive spaces. Many businesses around the world participate. Therefore, when participating in the exhibition, Vietnamese businesses should focus on creating a first impression, easy for customers to find, and communicating the message of the whole country to international visitors in each participation period. .

If many startups, small and medium-sized businesses participate in the fair at the same time, the best way is to join together, rent a booth, and hire a marketing and sales team. Because many visitors don't know we have products that can meet their needs well, if each stall only sells one item, it's a waste because we don't have a brand yet. This is the optimal way for businesses to resonate, reduce costs, share customer lists, and share benefits together.

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