展会话术

广交会在即，好几年没参加展会的老业务也不免有些紧张。人笨就要早做准备，所以把我们可以问客户的问题和客户可能问我们的问题列了个清单，然后把自己觉得合适的回答写下来。参考了@毅冰HK 冰大课程里Lily讲的展会部分，和@汪晟 汪大课程里的一些话术。如果对自己的口语不太自信，就用这种笨办法多练习吧。列出的问题和预想的回答都是根据我自己的行业和经验写的，文章发在这我也不怕有人照搬，但是只有自己过脑过心的东西才是你的，现场才能灵活应用。怎么回答一个问题，有我自己思考的逻辑和设计，你想要传递给客人什么，想要从客人那里获取什么信息，自己想明白了，不需要一字不漏地背话术，临场也能说个七七八八。好了，就啰嗦到这，以下正文：

看见客人在摊位外驻足

业务员：Hi, my name is XXX. Anything I can help?

（先自我介绍，提供帮助。不要问“需不需要帮助”Do you need help，而要说“有什么可以帮忙的”。也不要直接就问What product are you looking for?/Are you looking for xx product?自我介绍的基本礼仪还是要有的，先从“我”开始，也不容易引起对方戒备。）

如果客人说暂时不需要、随便看看，那就礼貌退场：Ok, this is my name card, reach me whenever you need help. （怕客人想叫你的时候不记得名字，所以递张名片。可有可无吧。）

如果客人提出了具体的问题，那就回答并顺势提问，了解客户需求：

我们可以问客户的问题：

1.      Where are you come from?

情景1：如果客户说的国家比较远，可以说：

That’s a long journey. Is this your first time to come to this show?

情景2：如果客户说的国家比较近，比如东南亚，可以说：

Oh, that’s not far, I guess you come to China often?

2.      Ok, so what’s the main objective of your business trip this time?（了解客户此行的目的，比如寻找新的/备选供应商，或者新的业务机会等）

情景1：如果客户想寻找新的供应商，可以问：

① How long have your company been doing this business?（问客户公司的从业年限，预判客人的实力和专业程度，但不一定准确。）

如果客户说了一个很长的时间，比如10年20年，那我们可以说：

-Wow, so you must have a solid foundation in your market. What’s your major sales channel?客人回答后如果没有充分给到你想要的信息，还可以追问：Do you sell to end users or just distributors and wholesalers?

如果时间不是很长，比如3年5年，我们可以说：

-I see. So what’s your business mode right now? I mean how you acquire customer and what service do you provide?

② What do you expect from the new supplier? /What’s your expectation about the new supplier? / I mean in which aspects you hope the new supplier can meet your requests?

如果客人说了很多，价格、质量、交期都说到了，那可以进一步明确最重要的方面：

-Which is more essential in your decision? 假设客人回答了一个方面，可以问一句：

-So you think your current supplier can’t satisfy you very well in this aspect?（强化原供应商在客户心中的不良印象。心理学应用，本来你觉得一个人不是太好，但也马马虎虎过得去，但一旦有人提出来把某个缺点明确了，你就会不自觉地在心里把这个缺点放大，越看对方越不顺眼。反之，优点也是一样的。此处不赘述，自己转化去。）

万一引起了客人的戒备，可以说，Don’t be nervous/No pressure, what I’m trying to do is to learn more about your needs.

如果客人没那么敏感，直接说Yes（能直接承认，说明原供应商确实不太让人满意），那我们可以说：Hope we can give you better experience.

不管客人是哪一种反应，之后都要引导到讨论产品上来:

Now let’s come to the products, ……? 根据自己产品的特性提几个问题，明确客户需求。

情景2：如果客户说想寻找新的业务机会，可以问下客户之前涉足的业务，判断相关性：

I see. What products you are handling now/before?

接着问：

So, what’s on your mind about the potential business?/Do you have a general idea about the new business?（引导客户说出心中的想法，是来之前已经做了相关调查，有目的地寻找供应商，还是随便看看。）

如果你对客户所在国家的市场有所了解，可以提供一些信息展示专业性，比如市场容量，主流的配置，你们在该市场的份额等。比如，For xx market, as far as we know, the annual purchase volume of xx（产品名称) from China is around XXX, and the most popular products include XXX.

3.      May I know……?/ How about……？/ A and B, which one do you prefer?可以用这些句型明确客户需求。

4.      Based on what you’ve told me, I’d like to recommend our XXX to you. Let me show you some pictures. (拿样册或手机/平板照片给客户展示，或者展位上有样品就直接给客户看，由对话的听觉转变到视觉/触觉。）It is a hot cake in xx market since last year……

5.      Would you like to get a quote right now?

客人说Yes – Ok, come in and have a sit.……Water or coffee? 如果还没有交换名片，这时就可以主动递给客人，再给客人拿一本样册。（除非客人一进摊位就主动翻看或索要样册，我认为不要一开始就主动递样册给客人，争取多一些语言沟通活跃气氛拉近距离，之后再适时递上样册。）

客人说现在没时间，要去别的地方，或者直接让你发邮件给他/她 – Sure, may I have your name card?（可能客人自己直接就给你名片了。）

6.      What’s your major sales channel?

7.      What’s your average purchase volume every year?

8.      Do you have your own brand or you represent the factory’s brand?

9.   How much is the sales proportion of xxx in your entire business?（有的客户做的产品品类比较多，可以通过这个问题了解下你的产品在客户整体业务中的比重。）

10.   Do you use any advertising channel? （如果客人有提到社媒，可以问问TA账号，关注起来。虽然你事后也可以根据客人的名片去搜索，但现场问可以增加互动嘛，顺便也可以让客人关注你的账号，或者加个LinkedIn什么的。）Do you use SNS platforms such as facebook, Instagram, Linkedin? What’s your ID? Let’s follow each other right away!

11.   Does your market request any certificates for this product?

12.   What’s the payment terms you usually do?

除了了解客户需求，也可以通过客人了解市场：

13.   What’s the most popular xxx in your market?

14.   What's the fuel price in your country?

15.   Are people easy to get access to electricity in your country?（因为我的产品跟电力相关，所以上面2个问题是根据我自己的行业提出的。自己转化哦~） 

客人可能问我们的问题：

1.      Are you factory OR trading company?

- We are factory. Our factory is in xx province, two hours by air from Guangzhou. Would you like to see some pictures of our factory? This is our assembly line, this is the laboratory, this is……It covers an area about xxx square meters. Did you work with Chinese factories before?（看看客人有没有从中国进口过） For xx products（你的产品) or for other products? May I know who is your supplier?

2.      Do you have xxx product? -Yes, what type do you need?

3.      We have done so many years for this business, but I never heard your company.

- Hey, buddy, the only thing that does not change is change itself. Now we are in front of you, would you be open-minded to learn more about a fast-growing company who may be your next partner?

4.      Why should I choose your company?

- For this question, I think it’s not about us, it’s about you. What’s your expectation about price, quality, the factory, and last but not least, about the sales person you are talking to. Ideally, if all things are right, or at least 80% are right, you will know which one is the right one.  

5.      Do you have xx certificate?

6.      How many people does your company have?

7.      What your MOQ?

8.      Have you sold to XX(country) before?/ Do you have customers in xx country?

-Yes. It’s a major market of our company. / We have several customers there. Just out of curiosity, why you ask this question?（探寻客人的目的，有的客人希望你有在当地销售的经验，但有的客户则不希望你在当地有太多同类客户。）

-No, not yet. Maybe you can be the first one?

如果客人继续问你在当地经销商的名称Who are they?：

- 如果你公司的政策是保护当地客人-Emm, this is a sensitive issue. Just out of curiosity, why you ask this question?

- 如果你公司的政策是通过客人为你们背书，不介意透露客户信息，那就直接告诉客人。

9.      What’s your best seller?

- It's xx. We sold about xxx units totally last year. Do you have this type in your product line?

10.   What’s the difference between A and B?

11.   We buy from supplier A. What is the difference between your company and supplier A?

-Supplier A is a great company in our industry. They set up earlier than us, but our scale is bigger than them. And our focuses are different, they mainly focus on… and we are more dive into…

-I have heard this company before, but we are not familiar with them.

-It’s the first time we hear of this company. Which city are they in? （我们不能熟悉每一个同行，但有的产品有地域性，如果客人能告诉你工厂所在地，你也可以大致有个判断客人的品味。）

不管客人说的供应商你知不知道，重要的是不能贬低对方，着重突出自己的优势。

12. How much percentage deposit you ask for?

- Usually 30%, and balance against B/L copy. What’s the payment terms you usually do?

干货部分就到这里啦~肯定不能涵盖所有的问题，也不一定是最好的回答。抛砖引玉吧，欢迎大家在评论区补充你遇到过或想到的问题。但愿这篇不要被我的同行看到，哈哈哈~