展会现场虽能吸引客户，但多数客户需时间决策。据统计，80%的销售行为发生在展后4-11次跟进后。及时跟进可将潜在客户转化为实际订单，尤其在展会后48小时内联系客户，成交可能性可提升60%以上。若超过2周才跟进，客户对企业的印象可能仅剩不到20%。
一、核心原则
及时性： 展会结束后 1-3 天内 是发送开发信的黄金时间。趁客户对你的产品和展位还有印象，迅速跟进。
相关性： 一定要让客户感觉这封信是专门写给他的，而不是群发的垃圾邮件。提到具体的展会、日期，甚至你们聊天的细节。
价值导向： 不要只说你想要订单。要清晰地告诉客户，你的产品能为他带来什么价值（如解决他的某个问题、提高他的利润、帮他占领市场等）。
简洁明了： 买家通常很忙，邮件要重点突出，段落清晰，在15秒内能让客户抓住核心信息。
行动号召明确： 你想让客户做什么？回复邮件？查看目录？安排一个电话？一定要在邮件中明确指出来。
二、开发信结构拆解
高打开率，让客户一眼就知道这封信是来自展会的，并且与他相关。
公式： [展会名称] + [你的公司名] Met You + [核心产品/ benefit]+简要介绍公司+重申产品优势+提供附加值+引导客户进行下一步
示例：
Met you at Canton Fair 2024 - [Your Company Name] for Premium Yoga Pants
Follow-up from Canton Fair - [Your Company Name] & [His Company Name]
Thanks for visiting our booth at CES - Catalog of [Your Product] Attached
在2024年广交会与你相遇 - 【贵公司名称】，讨论优质瑜伽裤的后续事宜。来自广交会的信息 - 【贵公司名称】与【他公司名称】。感谢您在CES展会上参观我们的展位。附上了【贵公司产品】目录。
As a professional manufacturer of silicone kitchenware with 15 years of experience, we specialize in providing OEM/ODM services. You showed great interest in our new eco-friendly non-stick baking molds at the fair.
As we discussed, our newly launched Bluetooth speaker J-25 features 360° surround sound and 20 hours of playtime, which is very popular among European markets.
作为一家拥有15年经验的硅胶厨具专业制造商，我们专注于提供OEM/ODM服务。您在展会上对我们的新型环保不粘烘焙模具表现出了极大的兴趣。正如我们之前所讨论的，我们新推出的蓝牙音箱J-25拥有360°环绕音效和长达20小时的播放时间，这在欧洲市场上非常受欢迎。
To help you better evaluate, I've attached our detailed catalog and price list for your reference. Could you please take a look and let me know which items interest you most?
Would it be convenient for you to have a short 10-minute call next week to discuss your requirements in detail?
Please visit our online showroom here: [Your Website Link] for more models.
为了更好地帮助你评估，我已附上了我们详细的目录和价格清单，供你参考。能否请你先看一看，并告诉我哪些商品最吸引你？下周进行一个10分钟左右的简短通话，详细讨论你的需求是否方便？请访问我们的在线展示厅：【你的网站链接】，以查看更多型号。
模板一：针对在展会上有深入交流的客户
Subject: Great to meet you at Canton Fair - [Your Company] for Eco-Friendly Bags
Dear Mr. Johnson,
It was a great pleasure talking with you at our booth (Hall 11.2, Stand F35) at the Canton Fair last Thursday. I truly enjoyed our conversation about the market trend of sustainable packaging in Europe.
As a follow-up, as we discussed, [Your Company Name] is a leading manufacturer of customized eco-friendly reusable bags. The sample of the recycled PET tote bag you were interested in is one of our bestsellers, combining durability with a low MOQ.
I have attached our comprehensive catalog and a special quotation for Canton Fair attendees for your review. We can also arrange a sample shipment upon your confirmation.
Would you be interested in scheduling a brief call next week to discuss the possibility of collaboration?
Looking forward to your reply.
Best regards,
[Your Name] Sales Manager [Your Company Name] Phone: +86 123 4567 8900 WhatsApp: +86 123 4567 8900 Website: [Your Website Link] Email: [Your Email Address]
主题：很高兴在广交会上见到您——【您的公司】提供环保袋 尊敬的约翰逊先生， 上周四在广交会我们的展位（11.2号馆，F35号展台）与您交谈，我感到十分荣幸。我非常享受我们关于欧洲可持续包装市场趋势的对话。作为后续行动，正如我们之前所讨论的，【您的公司名称】是一家领先的定制环保可重复使用袋制造商。您感兴趣的再生聚酯购物袋样品是我们最畅销的产品之一，兼具耐用性和较低的最低起订量。我已附上我们全面的目录以及专为广交会参展人员准备的特别报价单供您审阅。如果您确认，我们还可以安排样品发货。您是否有兴趣下周安排一次简短的电话会议，以讨论合作的可能性？期待您的回复。
此致， 敬礼， 【您的名字】 销售经理 【您的公司名称】 电话：+86 123 4567 8900 WhatsApp：+86 12345678900 网站：【您的网站链接】 邮箱：【您的邮箱地址】
模板二：针对只是收了名片/样本的客户
Subject: It was nice meeting you at Canton Fair - [Your Company Name]
Dear Purchasing Manager,
Thank you for stopping by our booth at the Canton Fair (Phase 3) and taking our catalog and sample of the wireless charger.
This email is to follow up and introduce our company briefly. We are [Your Company Name], specializing in consumer electronics with over 10 years of export experience to North America and Europe. All our products have CE, FCC, and RoHS certifications.
The wireless charger sample you took is our flagship model W-100, which supports 15W fast charging for most smartphones.
To help you learn more, please find our electronic catalog attached. Feel free to check our website for more models: [Your Website Link]
If any product catches your eye, please don't hesitate to let me know. I'm more than happy to provide a competitive quotation.
Warm regards,
[Your Name] [Your Title] [Your Company Name & Contact Info]
主题：广交会上的愉快会面 - 【贵公司名称】 亲爱的采购经理， 感谢您莅临我们在广交会（第三阶段）的展位，并取阅了我们无线充电器的产品目录和样品。此封邮件旨在进行后续跟进，并简要介绍我们公司。
我们公司是【贵公司名称】，专注于消费电子产品，拥有超过10年的对北美和欧洲市场的出口经验。我们所有的产品均拥有CE、FCC和RoHS认证。您取走的无线充电器样品是我们的旗舰型号W-100，支持大多数智能手机的15W快速充电功能。为了帮助您进一步了解，请查收我们随附的电子目录。如果您有任何感兴趣的产品，请随时告知我。我很乐意提供有竞争力的报价。
此致， 【名字】 【职位】 【公司名称及联系方式】
