Responding to an opportunity
One of the exciting moments is receiving your first real enquiry. It is also one of the most important times to know how to respond. There are a number of things you can do to convert that opportunity into real business.
How are international sales leads generated?
As with your Australian business, offshore sales leads come in a variety of ways. The work you have done in preparing for export is generally what positions you to receive enquiries. Leads come through the Austrade offshore network, your state or territory government and Chamber contacts – but particularly as a result of defining your interests and capabilities with your export adviser.
Listing on Austrade’s Australian Suppliers’ Database (ASD) also helps. Having a good website is especially important. Networking effectively in Australia can also open new business opportunities and increase the likelihood of valuable referrals.
Qualifying sales leads
Your international buyer may be a long way away and sometimes communication can be difficult. It is therefore vital to make an extra effort to understand exactly what his or her needs are.
It is also important to confirm the buyer’s bona fides and ensure the transaction is secure. Your Export Adviser can help you through this process. Austrade’s extensive offshore network can also provide you with further insights. Seek advice.
Send an acknowledging reply
Contact the enquirer within 48 hours of receiving the enquiry. Send an email or fax introducing yourself and your company, and asking the questions you need in order to respond appropriately.
It is very important to find out whether the enquirer is interested in your product or service for his or her own use – or for on-sale to others. Try to determine whether it is a one-off opportunity, or potentially a new line of business.
Respond with quality product or service sales literature
Include in your initial response your latest product/service brochures and refer the enquirer also to your website. Websites are one of the most valuable marketing tools today – if you don’t have one, now is the time to ensure you create one to represent your company and its products, services and capability.
Spend time to develop an email response that includes embedded product data rather than attachments. Get some expert advice if necessary. This technology is not difficult – or expensive. Opening attachments is a chore and your enquirer may not have compatible software.
Buyers in some markets will prefer printed material. Design your corporate and product literature so that it is available both in hard copy as well as electronic format so you can cater to all enquirers.
Good design is not expensive if you provide a designer with clear specifications on your requirements and do not specify expensive graphics. Ensure your material is easy to update for when you introduce new products and services.
Inject a personal feel into your response message and make it easy for your prospect to respond with a simple click in email messages.
Follow up within 7 days
In your initial response tell your enquirer that you would like to be in touch in a week’s time to discuss whether you have provided enough information – and if you can help further.
Ask for a phone number and a convenient time to call. Possibly you can make the call when your Export Adviser is with you. That way you can discuss the outcome of the call and plan your next steps together.
Avoid high pressure phone calls. Adopt a friendly approach but gain a commitment from the prospect to receive another follow up call, product literature or a quotation.
For more information, please call 13 28 78 or email info@austrade.gov.au.
An Export Adviser can help you build and consolidate your export know-how.
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