国际贸易之 贸易展　Trade Shows

国际贸易之 贸易展　Trade Shows

贸易展给商家提供了面对面洽谈、综合对比产品特色的机会。该如何利用贸易展的优势（advantage），充分获取（to get the most out of）展位（booth）的投资回报呢？可以考虑如下措施：

贸易展的选择

选择贸易展的原则是“参加最可能（likely）销售你的产品和服务的展览”。如果这个尺寸不好把握，可以请教销售人员，他们非常熟悉（be intimately familiar with）市场并且知道哪些贸易展是采购者的最爱。另外，还可以多留意竞争对手（direct competition）的选择。

⊙The trade show in Las Vegas opens next weekend.

下周末拉斯维加斯的贸易展开幕。

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

我们得在那里闪亮登场，这次展示可是我们行业内最大的展览。

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

公司都有谁去参加并负责摊位接待啊？

⊙This show is one we can't miss.

这个展览不容错过。

⊙The largest show in our industry is……

我们行业内的最大展览是……

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

在过去的几年里，我们从那个展览上没有得到很多有成效的线索。

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

从贸易展上获得的线索所带来的收益将占我们年销售额的30%。

预算（build a budget）

在参加任何一个展览会前都要做充分的预算。很多公司在展览会后才发现（find out later）花了比他们预想更多的钱。预算不仅包含展位空间和硬件设施的直接花费（direct cost），还包含主持摊位的员工食宿、传单印刷、交通、样品运送等费用。

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

我们参加贸易展的预计费用是多少？

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

我们展位空间费中包含电源插座吗？还是得另花钱？

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

印刷公司的宣传单需要花费500美元。

设定目标（set goals）

成交额、发展多少新客户、着重推广哪些产品、洽谈多少访客等等，都是参展前应量化（quantify）的目标。参展人员在此目标指导下共同努力，在参展后对此目标进行评定，就会知道（have an idea）参加展会是否有价值（worth it）。

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

我们希望通过这个展会得到……

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

我们将看到每天至少2000位客商会来我们展位。

及早获取展位（get your space early）

尽可能提前（as early as possible）申请展位。大部分展览会都是按照“先到先得”的原则（first-come, first-served basis）分配展位。如果你想拥有一个得天独厚的位置，就应当尽早申请。有些展会承办方会对提前申请的公司给予打折优惠。一旦确定了你的展位位置，那你就得设法让它引人注目了（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：你提交展位的申请函了吗？

B：哦，是啊……我最好快点发出去。我们想在打折优惠期截止前申请。

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

有关展位的事情都办好了，但是我们还需要更多的宣传彩页发给路人。

把握机会（cherish the opportunity）

每天从你展位前经过的客商少则数百，多则上千。如何走上前去，把他们迎进自己的展位？将公司最有特色的产品放在最耀眼的位置上。传单不必见人就发。要留意那些驻足观望、眼神中流露兴趣的客商。在送上一份目录时，不忘问一句：“可否赐上一张您的名片？”请一些老客户来参加展览会，以此显示公司的信心和成就，并且可以联络感情，了解合作状况。

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

请您来我们的展位坐坐，看看我们今年新推出的内容。

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

一定别忘了来我们的贵宾厅享受免费的鸡尾酒和甜点。

⊙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.

我们要密切关注行业新动向，尤其要留意竞争对手的行动。

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

我们需要尽可能多地拿些名片。

跟进（follow up）

跟进在展销会上取得的销售线索（sales leads）。对于客商留下（dropped by）的名片要集中收集（collect business cards）并分门别类地整理，对于具体的对话内容应当做记录（made notes）。在展销会结束后的一周或两周内，主动根据收集到的信息和客户联络。对于一些特别有希望成为客户的人员，要特别留意，如果可能，应通过邮件和电话的形式约一次面谈。

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

我们上周在北京汽车工业展上见过面。

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

我们想安排一个会议深入讨论我们在展览上聊过的内容。

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

感谢您上周光临我们展位。对于我们的谈话我感到非常开心。

总结

各种展销会名目繁多，广交会有56000个展位，日成交量8亿美元。如何在这么多的机遇面前分得一杯羹？首先要积极筹备，珍视任何一个机会，送目录、赠礼物和样品，积极跟进可能的线索，将客商发展为客户，将“一面之缘”发展为永恒的利益共同体。

Words　单词表

application申请

attend参加，参与

basis基础

deadline截止日期，最后时限

discount折扣

expense开销，费用

expo博览会，展览会

flyers传单

handout印刷品，传单

lead信息，线索

reevaluate重新评估

submit提交，递交

training训练，培训

fruitful卓有成效的，多产的

Phrases　短语表

account for解释，说明

be on the lookout密切注意的

be up to sth忙于某事，从事

booth space展位空间

early bird早到的人

electrical outlet电源插座

first-come, first-served先来先得

generate leads产生线索/信息

have a presence出席、出面

have on hand手上有，手头上有

keep one's eyes peeled谨慎关注，留意

man a booth操作/配备展位

meet and greet迎接和欢迎

narrow sth down缩小某物范围

passer-bys路过的，路人

sales volume销售量，营业额

show opens展览开幕

be under control得到控制

实景对话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：下周末拉斯维加斯的展览就要开幕了。我们做好参展准备了吗？

B：包括展位在内的所有事情都办妥了，但是我们还需要更多的宣传彩页发给路人。我们一定得在那里闪亮登场，那可是我们行业内最大的展览会。

A：公司都有谁去参加并负责展位接待？

B：我们还没确定具体人员，但是我们手头至少要有5到6个人。

A：我建议你及早做决定。在我们出发之前，你应该给他们开展展前培训。你知道他们代表着我们公司的形象。

B：没错。我们需要确保拿到尽可能多的名片。每天至少有2000位访客会从我们展位旁经过。我们派去的人最好要主动问候和接待。

A：我们希望这次展会能带来大量新的业务。我们从贸易展上获得的收益将占我们年销售额的30%。

B：对。我们也希望密切关注行业新动向，尤其要留意竞争对手的行动。

实景对话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：你提交展位申请了吗？

B：哦，是啊……我最好快点寄出去。我们想在打折截止期前申请。

A：提前登记能打几折呢？

B：展位费减少100美元。更重要的是，在摊位分配上按照先到先得的原则。

所以，为了稳拿一个有利且惹眼的位置，我们想早些申请。

A：如果展位费是2000美元，那100美元的折扣不算多。展位费里包含电源吗？还是得另花钱？

B：每个展位包含两个电源。

A：我们去参加展会，预估成本是多少呢？

B：嗯……注册要2000美元，印刷宣传需要500美元。展位布置要1500美元。

旅行和住宿，大概还要1000美元。

A：所以至少5000美元？好像价格不低啊。过去几年里我们从展会上得到的有价值的信息并不多。也许我们应当再衡量是否要参加明年的展会了。