Guangzhou Fair Preparation Guide: Samples, Materials, Personnel Training

Guangzhou Fair Preparation Guide: Samples, Materials, Personnel Training 

The Canton Fair serves as a core platform for enterprises to connect with global buyers. However, many practitioners fail at the preparation stage: bringing the wrong samples resulting in a wasted trip, having disorganized documents missing potential clients, and employees not knowing professional language skills messing up the negotiations. In fact, these problems can all be avoided through systematic preparation. This article, based on 10 years of experience in participating in the Canton Fair in the industry field, breaks down the directly implementable preparation plans from three core dimensions: samples, materials, and personnel training, helping you efficiently connect with cross-border buyers and B-end customers and improving the conversion rate of transactions. Let's start with the most crucial sample preparation.

How to select samples for the Canton Fair? Precise matching of demands can increase the negotiation rate by 30%. 
The samples are the core promotional materials for the exhibitors at the fair. Choosing the right samples is more important than bringing too many samples. Many enterprises believe that "bringing a full range shows strength", but as a result, the booths become crowded and the buyers cannot focus on the key points. The correct approach is to select samples based on the needs of the target customers and market trends. 

For instance, during the Spring Canton Fair in 2024, for a certain aluminum door enterprise we served, they decided to abandon over 20 samples of the entire series and only select 6: 3 models of sound-insulating aluminum doors that meet the European CE certification (for cross-border buyers), 2 models of fireproof doors suitable for engineering tenders (for B-end customers), and 1 model of popular minimalist glass door (for end consumers). Each sample was labeled with core parameters and applicable scenarios. In the end, the number of potential clients for negotiation was 40% higher than that of the previous session. 

Here is an answer to a common question: "Do we need to bring the finished products for the samples? Or just the models will do?" It is recommended to bring the finished products first, especially for products like doors that are concerned about hand feel and sealing. If it is inconvenient to transport the finished products, you can bring a 1:1 model and combine it with a video showing the details of the finished products to allow the purchasers to have a direct understanding of the quality. For example, for a wooden door sample, a small piece of the wood can be cut for showing the wood grain, and at the same time, a video of the sealing test after installation can be played. 

Preparation for the Guangzhou Fair: What exactly do the buyers really want? 
The core of preparing materials is "accuracy and simplicity", avoiding lengthy and repetitive company introductions. Many enterprises have printed thick brochures, but the purchasers only flip through two pages before discarding them. The key is to prepare three types of materials, and each type should be tailored to the needs of different customer groups. 

The first category is the product core information cards, one card for each sample, listing parameters, certifications, MOQ, delivery time, and price range, in both Chinese and English. The second category is the enterprise strength certificates, such as factory production capacity diagrams, QR codes for quality inspection process videos, and cases of past cooperative well-known clients (such as a large real estate project or a chain hotel's door project). The third category is the cooperation negotiation form, which is convenient for on-site recording of the purchasing company's requirements, contact information, and follow-up nodes. 

Here is a real case: At the autumn Canton Fair in 2023, a Steel Door manufacturing company made their materials into a "pocket manual". Each page only presented the core advantages and cooperation policies of one product, and also included a QR code for the factory's VR panoramic view. Buyers didn't have to carry heavy materials. By scanning the QR code, they could learn about the factory situation on the spot. Eight cross-border buyers left clear purchase intentions on the spot. 

Common Questions: "How many copies of the materials need to be prepared? Will there be enough?" Based on past exhibition experience, we typically receive 50-80 groups of customers per day. Therefore, preparing 300-500 copies of materials is sufficient. If you are worried about not having enough, you can upload the electronic materials to the cloud drive in advance, print the cloud drive QR code, and when buyers need them, they can directly scan the QR code to download. This is both environmentally friendly and can avoid material waste. 

Key points for training exhibition participants: Professional negotiation skills that can be mastered within 3 days 
Many enterprises neglect staff training, resulting in employees being unable to answer questions from buyers or being unable to guide the demands. In fact, a three-day targeted training can significantly improve the negotiation results. The training focuses on three modules: product expertise, customer demand exploration, and negotiation skills. 

Product knowledge training should enable employees to master the core parameters, advantages, certifications, and common problem solutions of each sample. For example, for European buyers, they need to be clear about the core requirements of CE certification; for engineering clients, they should know the fire resistance grade standards of fireproof doors. Demand exploration training should teach employees to use open-ended questions, such as "Is the door you purchased for residential or commercial projects?" "What are the special requirements for materials, sound insulation, and fire resistance?" 

In terms of communication skills, avoid being overly pushy and instead use more contextual expressions. For example, instead of saying "Our door quality is excellent", say "This door uses 304 stainless steel hinges. The opening and closing tests have exceeded 100,000 times. It is suitable for high-frequency commercial scenarios such as shopping malls and hotels. A certain chain hotel in Guangzhou previously used our doors and reported that the service life was 2 years longer than that of its competitors." 

Here is the answer to a common question: "What are the key training points for new exhibitors?" The key training for new exhibitors is the "Common Issues Response Manual" and "Customer Classification Skills". Organize the 10 common questions asked by buyers (such as quotations, certifications, delivery dates) into standard responses and have new exhibitors memorize them; at the same time, teach them to quickly distinguish whether it is a cross-border buyer, a B-end customer or an end consumer based on the questions and concerns of the buyers, and provide targeted materials and samples. 

Frequently Asked Questions about Participating in the Canton Fair 
Q1: What should be noted when transporting and storing sample doors?
A: During transportation, proper protection measures should be taken, such as wrapping the corners with foam to prevent scratches and paint peeling; for glass doors, apply anti-shatter film to prevent breakage. When storing, keep them away from the exhibition passage to avoid damage caused by crowded foot traffic. At the same time, take measures to prevent moisture, especially for Solid Wood Doors and wood composite doors, to avoid deformation due to moisture. 
Q2: For cross-border buyers, what kinds of certification documents need to be included in the materials?
A: The requirements vary from country to country. The key certifications to prepare are: European CE certification, American ANSI certification, and Southeast Asian SNI certification. If you know which country the target buyer is from, you can prepare the copies of the corresponding certifications in advance and attach them to the materials to enhance trust. 
Q3: When the exhibitors follow up with customers on-site, what key information should they record?
A: The core points to record are 5: customer type (cross-border/B2B/B2C), procurement requirements (product type, quantity, budget), key demands (certification, delivery date, customization requirements), contact information (phone number, email, WhatsApp), and follow-up milestones (such as sending detailed quotations one day after the meeting). 

The preparation for the Canton Fair is not about "the more the better", but "the more precise the better". Selecting samples that precisely meet the core demands of the target audience, focusing on the parameters and strength proofs that the buyers are concerned about, and having personnel with professional product knowledge and negotiation skills, can significantly enhance the exhibition effect. We hope this guide for the preparation of the Canton Fair can help enterprises accurately connect with high-quality customers at the exhibition and achieve efficient conversion. Remember, adequate preparation is half of the deal. Only by doing the details well can you stand out among many exhibitors. The guide for the preparation of the Canton Fair is an important reference for enterprises to participate in the exhibition. Making these preparations well can make the exhibition more valuable. 

Meta Description

Guangzhou Fair Preparation Guide: For enterprises participating in the fair, a precise preparation plan is formulated from three core aspects: samples, materials, and personnel training. Selecting high-quality samples to increase the negotiation rate, simplifying materials to directly meet the needs of buyers, and providing professional training to enhance the negotiation effect. Also included are frequently asked questions about participating in the fair, which can help enterprises efficiently connect with cross-border buyers, B-end customers, and end consumers, improving the conversion rate of transactions at the Guangzhou Fair. Please save and keep it for future use. 

Core Keywords 
Guangzhou Fair Preparation Guide, Sample Preparation for the Fair, Materials for Developing B-End Customers for the Fair, Training for Participants at the Fair, Skills for Connecting with Cross-border Buyers