Sales in Kortrijk

By treating the fair as the middle of a process rather than the start. Most of the return sits in the weeks before, when you lock in specific meetings with the visitors you want to see, and in the eight weeks after, when your competitors stop following up. We define who follows up which contact, within what window and with which offer, and then keep those contacts warm until the next edition.

Measure first, talk after. In many cases there is no agreement about what a distributor should do in his territory, only about what he is allowed to sell. We map per territory what actually happens and what is realistically possible, and turn that into clear agreements on visits, follow-up and reporting. After that the conversation becomes commercial instead of personal, and sometimes the conclusion is that a territory needs a different arrangement.

Yes, and not only in the brochure. In the French market the commercial conversation happens in French, and a Dutch or English approach often goes unanswered. More important than the language is the buying behavior: French buyers expect more formal documentation, a longer introductory phase and clear references from their own market. We factor that into how we select salespeople and into the follow-up intervals we set.