國際貿(mào)易之 貿(mào)易展　Trade Shows

國際貿(mào)易之 貿(mào)易展　Trade Shows

貿(mào)易展給商家提供了面對面洽談、綜合對比產(chǎn)品特色的機會。該如何利用貿(mào)易展的優(yōu)勢（advantage），充分獲取（to get the most out of）展位（booth）的投資回報呢？可以考慮如下措施：

貿(mào)易展的選擇

選擇貿(mào)易展的原則是“參加最可能（likely）銷售你的產(chǎn)品和服務的展覽”。如果這個尺寸不好把握，可以請教銷售人員，他們非常熟悉（be intimately familiar with）市場并且知道哪些貿(mào)易展是采購者的最愛。另外，還可以多留意競爭對手（direct competition）的選擇。

⊙The trade show in Las Vegas opens next weekend.

下周末拉斯維加斯的貿(mào)易展開幕。

⊙We have to have a presence there—this expo is the largest in our industry.

我們得在那里閃亮登場，這次展示可是我們行業(yè)內(nèi)最大的展覽。

⊙Who in the company is going to attend and man the booth?

公司都有誰去參加并負責攤位接待?。?

⊙This show is one we can't miss.

這個展覽不容錯過。

⊙The largest show in our industry is……

我們行業(yè)內(nèi)的最大展覽是……

⊙In the past few years, we haven't generated very many fruitful leads from that event.

在過去的幾年里，我們從那個展覽上沒有得到很多有成效的線索。

⊙The leads we will get from this trade show account for about 30%of our annual sales volume.

從貿(mào)易展上獲得的線索所帶來的收益將占我們年銷售額的30%。

預算（build a budget）

在參加任何一個展覽會前都要做充分的預算。很多公司在展覽會后才發(fā)現(xiàn)（find out later）花了比他們預想更多的錢。預算不僅包含展位空間和硬件設施的直接花費（direct cost），還包含主持攤位的員工食宿、傳單印刷、交通、樣品運送等費用。

⊙What's the cost estimate for our trade show participation?

我們參加貿(mào)易展的預計費用是多少？

⊙Does the cost of our booth space include electric outlets, or is that an additional expense?

我們展位空間費中包含電源插座嗎？還是得另花錢？

⊙It will cost us about$500 in printing costs for the handouts of our company literature.

印刷公司的宣傳單需要花費500美元。

設定目標（set goals）

成交額、發(fā)展多少新客戶、著重推廣哪些產(chǎn)品、洽談多少訪客等等，都是參展前應量化（quantify）的目標。參展人員在此目標指導下共同努力，在參展后對此目標進行評定，就會知道（have an idea）參加展會是否有價值（worth it）。

⊙What we expect to get out of this is……

我們希望通過這個展會得到……

⊙We'd like to see at least 2000 visitors to our booth per day of the show.

我們將看到每天至少2000位客商會來我們展位。

及早獲取展位（get your space early）

盡可能提前（as early as possible）申請展位。大部分展覽會都是按照“先到先得”的原則（first-come, first-served basis）分配展位。如果你想擁有一個得天獨厚的位置，就應當盡早申請。有些展會承辦方會對提前申請的公司給予打折優(yōu)惠。一旦確定了你的展位位置，那你就得設法讓它引人注目了（increase your visibility）。

A：Did you submit our application for booth space yet?

B：Oh, that's right……I'd better get that in the mail right away. We want to make the early-bird registration discount deadline.

A：你提交展位的申請函了嗎？

B：哦，是啊……我最好快點發(fā)出去。我們想在打折優(yōu)惠期截止前申請。

⊙Everything with our booth is under control, but we need to make more flyers for handouts to passers-by.

有關展位的事情都辦好了，但是我們還需要更多的宣傳彩頁發(fā)給路人。

把握機會（cherish the opportunity）

每天從你展位前經(jīng)過的客商少則數(shù)百，多則上千。如何走上前去，把他們迎進自己的展位？將公司最有特色的產(chǎn)品放在最耀眼的位置上。傳單不必見人就發(fā)。要留意那些駐足觀望、眼神中流露興趣的客商。在送上一份目錄時，不忘問一句：“可否賜上一張您的名片？”請一些老客戶來參加展覽會，以此顯示公司的信心和成就，并且可以聯(lián)絡感情，了解合作狀況。

⊙We invite you to come by our booth and check out what we've been up to this year.

請您來我們的展位坐坐，看看我們今年新推出的內(nèi)容。

⊙Be sure and stop by our VIP suite and enjoy free cocktails and refreshments.

一定別忘了來我們的貴賓廳享受免費的雞尾酒和甜點。

⊙We want to keep our eyes peeled for new trends in the industry, and also be on the look out for what our competition is up to.

我們要密切關注行業(yè)新動向，尤其要留意競爭對手的行動。

⊙We need to make sure and get as many business cards as we can.

我們需要盡可能多地拿些名片。

跟進（follow up）

跟進在展銷會上取得的銷售線索（sales leads）。對于客商留下（dropped by）的名片要集中收集（collect business cards）并分門別類地整理，對于具體的對話內(nèi)容應當做記錄（made notes）。在展銷會結束后的一周或兩周內(nèi)，主動根據(jù)收集到的信息和客戶聯(lián)絡。對于一些特別有希望成為客戶的人員，要特別留意，如果可能，應通過郵件和電話的形式約一次面談。

⊙We met at the Auto Industry Expo in Beijing last week.

我們上周在北京汽車工業(yè)展上見過面。

⊙We'd like to arrange a meeting to discuss further the things we talked about at the show.

我們想安排一個會議深入討論我們在展覽上聊過的內(nèi)容。

⊙Thanks for stopping by our booth last week, I enjoyed our conversation.

感謝您上周光臨我們展位。對于我們的談話我感到非常開心。

總結

各種展銷會名目繁多，廣交會有56000個展位，日成交量8億美元。如何在這么多的機遇面前分得一杯羹？首先要積極籌備，珍視任何一個機會，送目錄、贈禮物和樣品，積極跟進可能的線索，將客商發(fā)展為客戶，將“一面之緣”發(fā)展為永恒的利益共同體。

Words　單詞表

application申請

attend參加，參與

basis基礎

deadline截止日期，最后時限

discount折扣

expense開銷，費用

expo博覽會，展覽會

flyers傳單

handout印刷品，傳單

lead信息，線索

reevaluate重新評估

submit提交，遞交

training訓練，培訓

fruitful卓有成效的，多產(chǎn)的

Phrases　短語表

account for解釋，說明

be on the lookout密切注意的

be up to sth忙于某事，從事

booth space展位空間

early bird早到的人

electrical outlet電源插座

first-come, first-served先來先得

generate leads產(chǎn)生線索/信息

have a presence出席、出面

have on hand手上有，手頭上有

keep one's eyes peeled謹慎關注，留意

man a booth操作/配備展位

meet and greet迎接和歡迎

narrow sth down縮小某物范圍

passer-bys路過的，路人

sales volume銷售量，營業(yè)額

show opens展覽開幕

be under control得到控制

實景對話1

A：The trade show in Las Vegas opens next weekend. Are we ready to go?

B：Everything with our booth is under control, but we need to make more flyers for handouts to passers-by. We have to have a presence there—this expo is the largest in our industry.

A：Who in the company is going to attend and man the booth?

B：We haven't narrowed it down yet, but we want at least 5 or 6 people on hand.

A：I suggest you make a decision soon.You ought to give them some pre-show training before they go. You know we're only as good as the people we send.

B：Yes, that's true.We need to make sure and get as many business cards as we can. We'd like to see at least 2000 visitors to our booth per day of the show.The team we send to staff the booth had better be ready to meet and greet！

A：Well, what we expect to get out of this is a great deal of new business.

The leads we will get from this trade show account for about 30%of our annual sales volume.

B：That's right. And we also want to keep our eyes peeled for new trends in the industry, and also be on the look out for what our competition is up to.

A：下周末拉斯維加斯的展覽就要開幕了。我們做好參展準備了嗎？

B：包括展位在內(nèi)的所有事情都辦妥了，但是我們還需要更多的宣傳彩頁發(fā)給路人。我們一定得在那里閃亮登場，那可是我們行業(yè)內(nèi)最大的展覽會。

A：公司都有誰去參加并負責展位接待？

B：我們還沒確定具體人員，但是我們手頭至少要有5到6個人。

A：我建議你及早做決定。在我們出發(fā)之前，你應該給他們開展展前培訓。你知道他們代表著我們公司的形象。

B：沒錯。我們需要確保拿到盡可能多的名片。每天至少有2000位訪客會從我們展位旁經(jīng)過。我們派去的人最好要主動問候和接待。

A：我們希望這次展會能帶來大量新的業(yè)務。我們從貿(mào)易展上獲得的收益將占我們年銷售額的30%。

B：對。我們也希望密切關注行業(yè)新動向，尤其要留意競爭對手的行動。

實景對話2

A：Did you submit our application for booth space yet?

B：Oh, that's right……I'd better get that in the mail right away. We want to make the early-bird registration discount deadline.

A：How much is the discount for registering early?

B：It's$100 off the booth space fee. But more importantly, the booths are assigned on a first-come, first-served basis. So we want to be sure and get our application in early for a favorable spot with better visibility.

A：$100 off the cost isn't much when you consider the booth space is$2000.

Does the cost of our booth space include electric outlets, or is that an additional expense?

B：I think each booth is afforded two electrical outlets as part of the package.

A：What's the cost estimate for our trade show participation?

B：Hmmm……Registration is$2000. It will cost us about$500 in printing costs for the handouts of our company literature. The actual booth is$1500.And for travel and accommodation, probably another$1000 or so.

A：So at least$5000?Seems pretty pricy. In the past few years, we haven't generated very many fruitful leads from that event. Maybe we should reevaluate whether or not to attend next year.

A：你提交展位申請了嗎？

B：哦，是啊……我最好快點寄出去。我們想在打折截止期前申請。

A：提前登記能打幾折呢？

B：展位費減少100美元。更重要的是，在攤位分配上按照先到先得的原則。

所以，為了穩(wěn)拿一個有利且惹眼的位置，我們想早些申請。

A：如果展位費是2000美元，那100美元的折扣不算多。展位費里包含電源嗎？還是得另花錢？

B：每個展位包含兩個電源。

A：我們?nèi)⒓诱箷?，預估成本是多少呢？

B：嗯……注冊要2000美元，印刷宣傳需要500美元。展位布置要1500美元。

旅行和住宿，大概還要1000美元。

A：所以至少5000美元？好像價格不低啊。過去幾年里我們從展會上得到的有價值的信息并不多。也許我們應當再衡量是否要參加明年的展會了。