The 138th Canton Fair Oral Practice Guide: Essential Chinese and English Conversation Skills for New Foreign Trade Professionals (From Reception to Closing)

1. Preface

The 138th Canton Fair (opening on October 15, 2025) , with over 32,000 exhibitors and buyers from more than 200 countries, is a true "barometer" of global trade.

For many newcomers in foreign trade, insufficient fluency in spoken English, lack of confidence in reception, and panic in front of customers are the biggest obstacles to losing orders on site.

This [Canton Fair Chinese and English Speaking Practical Manual] is designed for exhibitors.

👉The main line is the reception process at the exhibition site (attracting customers → reception and communication → product introduction → price negotiation → order placement → farewell follow-up)

👉 Each session is equipped with:

• ✅ Practical Chinese and English conversation skills

• ✅ Real-life scenario tips

• ✅ High emotional intelligence speaking skills of foreign trade veterans

2. The 6-step reception process for foreign trade exhibitions

Attract customers → Greet and greet → Understand their needs → Product introduction → Quote negotiation → Transaction and follow-up

Every step is related to whether you can transform from a "passing buyer" to a "real order customer".

3. [Step 1: Attract customers to stop] - The first sentence must catch their attention!

✅ Scene

Customers walked past the booth, interested in the products but not stopping yet.

💬 Practical techniques

Spoken English:

• "Hello! Would you like to take a look at our new products?"

• “Hi, are you looking for [product type]? We have some new designs here.”

• “Good morning! This model is very popular in your market.”

• "Hi there! May I introduce our best-seller to you?"

Chinese reference:

• Hello! Would you like to see our new products?

• Are you looking for this type of product? This product is a bestseller in your market.

• Good morning, this model is very popular in the European market.

💡Advice from experienced foreign trade professionals

• "Actively smiling + making eye contact + handing out samples" in front of the booth is the golden trifecta.

• The words should be short, slow and with an upward tone to make the other person feel welcome.

Step 2: Greeting and Initial Smalltalk - Build Trust with 3 Sentences

💬 English speech template

• "Welcome to our booth! I'm [Your Name] from [Company Name]. Nice to meet you!"

• "Is this your first time at the Canton Fair?"

• “Where are you from?” / “Which market are you selling to?”

• "Can I have your business card?"

Chinese meaning:

• Welcome to our booth! I'm [Name] from [Company]. Nice to meet you!

• Is this your first time at the Canton Fair?

• Which country are you from? Which market do you focus on?

• Can we exchange business cards?

💡 Tips

📌 Don't sell your product directly! Build relationships first. Asking about "market" is more natural than asking about "country."

📌 Business card handing: Hand over the business card with both hands, take a quick look, and give a compliment.

"Nice card! Your company name sounds familiar."

Step 3: Understanding Customer Needs — Asking Questions is More Important Than Selling

💬 English question reference

• "What kind of products are you looking for?"

• "What's your main market or customer group?"

• “Do you usually import or are you a wholesaler?”

• "What's your target price range?"

• "How often do you import this product?"

Chinese meaning:

• What kind of products are you mainly looking for?

• What is your main market or customer group?

• Are you an importer or wholesaler?

• What's your target price?

• How often do you shop?

💡 Tips for high emotional intelligence

🟢 Treat your customers as partners rather than buyers, and use "we" instead of "you":

"We could help you expand your range in this line."

“We can support you with flexible MOQ and fast delivery.”

Step 4: Product Introduction – Keep it Simple and Highlight the Product

💬 English speech template

"This is our new model for 2025. It's made of [material], with [key feature]."
"It's very popular in [market]. Many clients like its [advantage]."
“We can customize color/logo/package as per your request.”
“Here is the catalog — may I show you our best-selling series?”

Chinese meaning:

• This is our new product for 2025, made of [material] and featuring [highlights].

• It’s very popular in [market] and customers love its [advantages].

• We can customize the color, logo and packaging according to your requirements.

• Here is our catalogue, can I show you our best-selling series?

💡 Foreign trade veteran tips

• Use the other country as an example to enhance the sense of substitution:

  “In Germany, this model is hot in supermarkets.”

• Don't introduce it in a rapid-fire manner; let the customer's response determine the rhythm.

7. [Step 5: Price and Negotiation] — How to Avoid Awkward Chats and Secure a Quote

💬 Common quotation sentences

“The price is 10 USD per piece based on MOQ 500 pcs.”
“FOB Shenzhen, valid for 30 days.”
“If your quantity is larger, we can offer a better price.”
“Do you prefer FOB or CIF?”
“Our price includes packaging and inspection.”

Chinese meaning:

• The price is $10 per piece, with a minimum order quantity of 500 pieces.

• FOB Shenzhen, the quotation is valid for 30 days.

• Larger quantities can be discounted.

• Do you want a quote of FOB or CIF?

• The price includes packaging and inspection costs.

💡 Tips

1. Quote the “regular price” first and then observe the reaction.

2. Alternative tactics you can use when customers are trying to lower prices:

   "I understand your concern. But considering the quality/material, this is our best offer."

3. Or flexible counterattack:

   "Let's find a way to make it a win-win — maybe we can adjust quantity or shipment term."

8. [Step 6: Place an Order and Confirm Intention] — Turn Intention into Action

💬 English speech template

“Would you like to place a trial order?”
“We can arrange samples within 3 days after the fair.”
“May I know your target quantity for the first order?”
“We usually require 30% deposit before production.”
"Can I send you our PI later today?"

Chinese meaning:

• Do you want to try an order first?

• We can send samples within 3 days after the exhibition.

• What is your estimated first order quantity?

• We usually require a 30% deposit before production.

• Can I send you a pro forma invoice today?

💡 On-site signing skills

📌 Prepare "Sample Confirmation Form + Quotation Form + Order Intention Form" in both Chinese and English.

📌 When the other party is interested, immediately record the key points (quantity, color, packaging requirements).

📌 One thing to say before leaving the booth:

"I'll follow up with an email tonight. Thank you for visiting!"

Step 7: Handle Customer Objections

💬 Common customer questions and answers

Q: Your price is higher than others.

“Yes, but our quality and service can help you save cost in the long run.”

Q: Can you guarantee delivery time?

"Absolutely. We always deliver on time — we can show you records of our last orders."

Q: I need it cheaper.

"Let's discuss a bigger quantity or a longer cooperation plan to reduce the cost."

Q: I'll think about it.

"Sure. Can I have your contact so I can send more details later?"

10. [Step 8: Farewell and Follow-up] — Make Your Customer Remember You

💬 English speech template

"Thank you for visiting our booth. It's a pleasure meeting you!"
"I'll send you the quotation and samples after the fair."
“Enjoy the Canton Fair, and hope to see you again soon!”

Chinese meaning:

• Thank you for visiting our booth, it was a pleasure to meet you!

• I will send you the quotation and samples after the exhibition.

• Enjoy your exhibition and see you soon!

💡 Golden follow-up rhythm within 48 hours after the exhibition

1. Email Subject: [Follow up after Canton Fair – [Product Name]]

2. The email content includes: group photo/sample picture + quotation form + thank you message

3. Add a soft push at the end of the email:

“Looking forward to your feedback so we can prepare your sample immediately.”

11. [Foreign Trade English Quick Memorization Checklist] – Speak without Panic in 5 Minutes

12. [High EQ Sentence Collection] — Appear professional and natural

• "We always focus on long-term cooperation, not just one deal."
  We focus more on long-term cooperation rather than just a single order.

• “We can be your reliable partner in China.”
  We can be your reliable partner in China.

• "We'd love to grow together with your business."
  We hope to grow together with you.

• “You have a good eye — this model is really our top seller.”
  You have a good eye, this is really our best seller.

13. Conclusion: At the exhibition site, your "English fluency" is not important, "sincerity + professionalism" is the killer

Foreign trade veterans often say:

“Customers may not remember every word you say in English, but they will definitely remember your attitude.”

As long as you can communicate with the simplest sentences, the most sincere expressions, and the most professional information,

Even if your English is not perfect, you can still win trust and get orders .

🔖 Recommended reading:

How to quickly conduct background checks on customers and suppliers at the Canton Fair? This article will teach you!

Don’t miss: A comprehensive guide for new foreign trade professionals to expand their customer base by participating in industry exhibitions!

A guide for newcomers to offline exhibitions: Scan 200+ accurate customer business cards in 3 days, with a full process breakdown!

The 138th Canton Fair's enhanced document review process sparked industry discussion: new patterns in booth supply and demand and strategies for resolving the bottleneck