國(guó)際貿(mào)易之 貿(mào)易展　Trade Shows

國(guó)際貿(mào)易之 貿(mào)易展　Trade Shows

貿(mào)易展給商家提供了面對(duì)面洽談、綜合對(duì)比產(chǎn)品特色的機(jī)會(huì)。該如何利用貿(mào)易展的優(yōu)勢(shì)（advantage），充分獲取（to get the most out of）展位（booth）的投資回報(bào)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(xiāo)售你的產(chǎn)品和服務(wù)的展覽”。如果這個(gè)尺寸不好把握，可以請(qǐng)教銷(xiāo)售人員，他們非常熟悉（be intimately familiar with）市場(chǎng)并且知道哪些貿(mào)易展是采購(gòu)者的最?lèi)?ài)。另外，還可以多留意競(jìng)爭(zhēng)對(duì)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(kāi)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(chǎng)，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(shuí)去參加并負(fù)責(zé)攤位接待?。?

⊙This show is one we can't miss.

這個(gè)展覽不容錯(cuò)過(guò)。

⊙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(guò)去的幾年里，我們從那個(gè)展覽上沒(méi)有得到很多有成效的線(xiàn)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(xiàn)索所帶來(lái)的收益將占我們年銷(xiāo)售額的30%。

預(yù)算（build a budget）

在參加任何一個(gè)展覽會(huì)前都要做充分的預(yù)算。很多公司在展覽會(huì)后才發(fā)現(xiàn)（find out later）花了比他們預(yù)想更多的錢(qián)。預(yù)算不僅包含展位空間和硬件設(shè)施的直接花費(fèi)（direct cost），還包含主持?jǐn)偽坏膯T工食宿、傳單印刷、交通、樣品運(yùn)送等費(fèi)用。

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

我們參加貿(mào)易展的預(yù)計(jì)費(fèi)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(fèi)中包含電源插座嗎？還是得另花錢(qián)？

⊙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(fèi)500美元。

設(shè)定目標(biāo)（set goals）

成交額、發(fā)展多少新客戶(hù)、著重推廣哪些產(chǎn)品、洽談多少訪(fǎng)客等等，都是參展前應(yīng)量化（quantify）的目標(biāo)。參展人員在此目標(biāo)指導(dǎo)下共同努力，在參展后對(duì)此目標(biāo)進(jìn)行評(píng)定，就會(huì)知道（have an idea）參加展會(huì)是否有價(jià)值（worth it）。

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

我們希望通過(guò)這個(gè)展會(huì)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(huì)來(lái)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(qǐng)展位。大部分展覽會(huì)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(gè)得天獨(dú)厚的位置，就應(yīng)當(dāng)盡早申請(qǐng)。有些展會(huì)承辦方會(huì)對(duì)提前申請(qǐng)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(shè)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(qǐng)函了嗎？

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

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

有關(guān)展位的事情都辦好了，但是我們還需要更多的宣傳彩頁(yè)發(fā)給路人。

把握機(jī)會(huì)（cherish the opportunity）

每天從你展位前經(jīng)過(guò)的客商少則數(shù)百，多則上千。如何走上前去，把他們迎進(jìn)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(jiàn)人就發(fā)。要留意那些駐足觀(guān)望、眼神中流露興趣的客商。在送上一份目錄時(shí)，不忘問(wèn)一句：“可否賜上一張您的名片？”請(qǐng)一些老客戶(hù)來(lái)參加展覽會(huì)，以此顯示公司的信心和成就，并且可以聯(lián)絡(luò)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(qǐng)您來(lái)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(lái)我們的貴賓廳享受免費(fèi)的雞尾酒和甜點(diǎn)。

⊙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(guān)注行業(yè)新動(dòng)向，尤其要留意競(jìng)爭(zhēng)對(duì)手的行動(dòng)。

⊙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(jìn)（follow up）

跟進(jìn)在展銷(xiāo)會(huì)上取得的銷(xiāo)售線(xiàn)索（sales leads）。對(duì)于客商留下（dropped by）的名片要集中收集（collect business cards）并分門(mén)別類(lèi)地整理，對(duì)于具體的對(duì)話(huà)內(nèi)容應(yīng)當(dāng)做記錄（made notes）。在展銷(xiāo)會(huì)結(jié)束后的一周或兩周內(nèi)，主動(dòng)根據(jù)收集到的信息和客戶(hù)聯(lián)絡(luò)。對(duì)于一些特別有希望成為客戶(hù)的人員，要特別留意，如果可能，應(yīng)通過(guò)郵件和電話(huà)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(chē)工業(yè)展上見(jiàn)過(guò)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(gè)會(huì)議深入討論我們?cè)谡褂[上聊過(guò)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(duì)于我們的談話(huà)我感到非常開(kāi)心。

總結(jié)

各種展銷(xiāo)會(huì)名目繁多，廣交會(huì)有56000個(gè)展位，日成交量8億美元。如何在這么多的機(jī)遇面前分得一杯羹？首先要積極籌備，珍視任何一個(gè)機(jī)會(huì)，送目錄、贈(zèng)禮物和樣品，積極跟進(jìn)可能的線(xiàn)索，將客商發(fā)展為客戶(hù)，將“一面之緣”發(fā)展為永恒的利益共同體。

Words　單詞表

application申請(qǐng)

attend參加，參與

basis基礎(chǔ)

deadline截止日期，最后時(shí)限

discount折扣

expense開(kāi)銷(xiāo)，費(fèi)用

expo博覽會(huì)，展覽會(huì)

flyers傳單

handout印刷品，傳單

lead信息，線(xiàn)索

reevaluate重新評(píng)估

submit提交，遞交

training訓(xùn)練，培訓(xùn)

fruitful卓有成效的，多產(chǎn)的

Phrases　短語(yǔ)表

account for解釋?zhuān)f(shuō)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(lái)先得

generate leads產(chǎn)生線(xiàn)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(jǐn)慎關(guān)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(guò)的，路人

sales volume銷(xiāo)售量，營(yíng)業(yè)額

show opens展覽開(kāi)幕

be under control得到控制

實(shí)景對(duì)話(huà)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(kāi)幕了。我們做好參展準(zhǔn)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(yè)發(fā)給路人。我們一定得在那里閃亮登場(chǎng)，那可是我們行業(yè)內(nèi)最大的展覽會(huì)。

A：公司都有誰(shuí)去參加并負(fù)責(zé)展位接待？

B：我們還沒(méi)確定具體人員，但是我們手頭至少要有5到6個(gè)人。

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

B：沒(méi)錯(cuò)。我們需要確保拿到盡可能多的名片。每天至少有2000位訪(fǎng)客會(huì)從我們展位旁經(jīng)過(guò)。我們派去的人最好要主動(dòng)問(wèn)候和接待。

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

B：對(duì)。我們也希望密切關(guān)注行業(yè)新動(dòng)向，尤其要留意競(jìng)爭(zhēng)對(duì)手的行動(dòng)。

實(shí)景對(duì)話(huà)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(qǐng)了嗎？

B：哦，是啊……我最好快點(diǎn)寄出去。我們想在打折截止期前申請(qǐng)。

A：提前登記能打幾折呢？

B：展位費(fèi)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(gè)有利且惹眼的位置，我們想早些申請(qǐng)。

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

B：每個(gè)展位包含兩個(gè)電源。

A：我們?nèi)⒓诱箷?huì)，預(yù)估成本是多少呢？

B：嗯……注冊(cè)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(jià)格不低啊。過(guò)去幾年里我們從展會(huì)上得到的有價(jià)值的信息并不多。也許我們應(yīng)當(dāng)再衡量是否要參加明年的展會(huì)了。