The exhibition buzz is over. You’re back in Nairobi, clutching a stack of business cards, scrolling through a phone packed with photos, and riding that familiar mix of tiredness and hope that comes after three days of non-stop networking. Your booth looked sharp. Visitors showed genuine interest. You had real conversations about potential orders.
But now, the real work begins: turning those conversations into solid deals.
What often happens is this: Kenyan businesses return from trade shows with promising leads but then let them slip away. Not out of neglect just the reality of busy days, looming orders, and urgent fires to put out. The business cards pile up on desks, days turn into weeks, and by the time you follow up, the buyer has already moved on to someone quicker.
It’s in this post-expo period that many export opportunities fade not because your products lack quality, but because the follow-up wasn’t there.
The Critical 48-Hour Window
Studies consistently show this: if you don’t follow up within 48 hours after meeting a potential buyer, your chances of converting that lead drop sharply. And not just a little dramatically.
At expos, buyers meet dozens of suppliers. If you’re not among the first to reach out, you become forgettable. They won’t recall which Kenyan coffee exporter you were, or whether you had the unique packaging or the competitive prices.
But don’t just send a generic “nice to meet you” email. Reference your actual conversation. For example: “You mentioned needing suppliers who can handle 500kg monthly orders with consistent quality. Here’s how we deliver on that.” That kind of tailored follow-up reminds them who you are and why they were interested in the first place.
At DHL, through our partnership with KEPROBA, we’ve seen Kenyan SMEs struggle with this. They know their products inside out but underestimate how fast buyers move. In export, speed is everything.
Not All Leads Are Equal
You probably came away with 50 or even 100 business cards. You can’t chase them all with the same energy, it’s exhausting and inefficient.
Sort them quickly into three groups:
Hot leads: Those who asked for quotes, discussed order quantities, or gave clear buying signals like “Send me your pricing and lead times” or “We plan to order next month.” These deserve your immediate attention.
Warm leads: Interested but not ready to buy just yet. Maybe they’re still researching, working through budget cycles, or convincing their bosses. Nurture these with updates, newsletters, and relevant industry insights.
Cold leads: General networkers or contacts with no immediate plans. Keep them on your radar, but don’t prioritize.
Focus your energy on hot leads first. Warm leads need steady nurturing. Cold leads can wait.
Many Kenyan exporters make the mistake of treating all leads the same. The result? Spending equal time on someone ready to buy soon and someone just browsing. That’s a waste of resources.
Building Trust Across Borders
Here’s the reality: export buyers are taking a risk. They’re sending money to suppliers thousands of kilometres away, often in a country they haven’t visited, hoping the products arrive as promised. That trust doesn’t come from a single email it’s built through consistent, transparent communication.
Show proof you’re legitimate: photos of your workshop, videos of your team packing orders, testimonials from satisfied customers. These aren’t just marketing fluff they’re real evidence that you deliver.
Listen more than you sell. Ask about their challenges. What problems are they solving by looking for new suppliers? What went wrong with previous ones? What’s most important to them price, quality, delivery speed, flexibility? Then address those needs directly.
Where Many Deals Stall: The First Shipment
This is the moment many Kenyan SMEs freeze up. The buyer is ready to order, but suddenly you’re faced with invoices, packing lists, certificates of origin, and customs rules you’ve never tackled before. It feels overwhelming, so you hesitate. The buyer reads your silence as a red flag, and the deal falls apart.
This is where logistics support is crucial. Through our work with KEPROBA, DHL helps Kenyan businesses handle these hurdles from knowing which documents are needed to navigating customs requirements in different markets.
The winners prepare early. They don’t wait for an order to be confirmed before sorting out paperwork. When the buyer says “go,” they move swiftly and confidently.
They’re also upfront about timelines and costs. No surprises. If shipping to Rotterdam takes three weeks, they say so. If customs fees apply, they explain. Buyers appreciate honesty. What they don’t handle well is unexpected delays or hidden charges after committing.
Closing the Deal
You’ve followed up fast, prioritised your leads, built trust, and shown you can handle logistics. Now, it’s time to formalise everything.
That means clear agreements on pricing, payment terms, delivery schedules, quality standards, and what happens if things go wrong. Don’t rely on vague emails get it in writing.
Many Kenyan exporters shy away from this step because it feels too formal or corporate. But professional buyers expect it. A proper contract protects both sides and prevents misunderstandings that could damage the relationship down the line.
The Support That Makes It Happen
Turning expo leads into export deals takes more than great products. It takes systems, knowledge, and partnerships that help you act fast and deliver reliably.
That’s why DHL partners with KEPROBA to equip Kenyan SMEs with the training and tools they need to compete globally. From understanding documentation to accessing trusted logistics networks with tracking and customs support, these partnerships bridge the gap between having a great product and exporting it successfully.
If you’re serious about converting expo leads into loyal export clients, start with reliable logistics. The best product and price won’t matter if you can’t deliver on time.
Ready to turn those expo connections into real business? Open a DHL Business Account today and tap into the logistics infrastructure that makes international trade work for Kenyan SMEs.
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