外貿老鳥點評的5個開發信前後案例(2/2)完 外貿B2B、B2C

外貿老鳥點評的5個開發信前後案例(1/2) 外貿B2B、B2C

案例3

產品是plastic products. 這個開發信試圖先用訪問客戶網站的說法和客戶建立關聯,結尾用一個問句來探詢如何能成為客戶的vendor。結尾的地方比較適合規模比較大的公司,審核vendor有一定的流程。如果客戶是小公司,建議把結尾修改一下。 

說明:第一次聯繫客戶的開發信。行業是plastic products.  

Dear xxx,

Very glad to know from your web site, that you are the leading wholesaler of plastic products with most prestigious quality. 

To be even more successful, you might look for a very capable & reliable producing supplier. XXX is a good one for you to rely on. We have passed ISO9001 since 2005, and our products has CE certificate. 

Our satisfied customers include Dupont, Demag, Weland, Cas, Aliplast. I am very confident that when you work with us, you will have the same satisfaction. 

Can you do me a favor? What we should do to apply for & become your new vendor? 

Best regards, 

XXXX 

評:

Dear xxx, 

Very glad to know from your web site, that you are the leading wholesaler of plastic products with most prestigious quality.

開發信從標題開始要能吸引住客戶的注意力。然後正文的一開頭還是要繼續抓住客戶的注意力,直至結束。在此過程中,要能打動客戶。 

 

 

抓住客戶注意力的辦法之一,就是讓客戶覺得這封開發信是和他相關的,給他很多好處。所以Dear Purchase Manager,這樣的開頭,遠不如Dear John有力。如何找到客戶的連絡人,提供3個方法: 

1) 用“@客戶的功能變數名稱”到google裡去搜,往往能搜到相關的連絡人,即便不是負責採購的,仍然可以問貴司負責採購的人是誰? 

2) 使用超易搜索軟體,效果精准率可達95%。 

3) 同行業交換。比如我做衛浴盆,客戶做浴室櫃子,水龍頭,鏡子,淋浴,浴缸,按摩缸等產品高度重疊,甚至瓷磚等其他建材產品,以及傢俱產品都有部分重疊。找到這些行業的業務員交流客戶資料。更何況,這些客戶裡有的是其他業務員熟悉的。

To be even more successful, you might look for a very capable & reliable producing supplier. XXX is a good one for you to rely on. We have passed ISO9001 since 2005, and our products has CE certificate. 

接下來迅速點明這封開發信可能給他的好處,就是你也需要一個有能力又可靠的供應商。再透過證書等進一步的資訊證明這點。 

Our satisfied customers include Dupont, Demag, Weland, Cas, Aliplast. I am very confident that when you work with us, you will have the same satisfaction. 

協力廠商客戶比我們自己說品質好還更有力度。 

Can you do me a favor? What we should do to apply for & become your new vendor?

結尾設計一個合適的問句,一般可以提升客戶的回覆率。在被問問題的時候,人有回答的本能。問問題也可以讓我們引導談話的方向,並讓對方有高度的參與感。

 

 

業務員一定要記住

一定要學會瞭解客戶的心裡想法,抓到客戶的關切點,才能順利將業務向前推進 。

業務員收到客戶的郵件至少要讀上兩遍,瞭解客戶的意思再寫回覆郵件,寫好了再看是否妥善回應了客戶的問題?潤飾修改好再發出去。

要多問自己:“客戶為什麼要問這個問題?”,要知道,這裡的問題所在,很多時候比客戶說出來的還重要得多。

包括在開發跟進過程中,遇到卡關了,多數情況是客戶心裡的關切點沒有得到妥善解決,所以客戶先把你晾在一旁,或者是直接被淘汰。

此時,最重要的不是自說自話去推銷,而是要巧妙地旁敲側擊問出客戶的心裡想法。瞭解之後,才能給出對策方案。

 

 

案例4

客戶回覆業務員的開發信,經過幾輪的郵件溝通,客戶回覆了這封郵件。

Dear Vicki,

Yes,we liked your products very much and will contact you, once we have the order for you.

Best regards,

Stephanie

對於這類郵件,有的業務員覺得客戶是推託詞,敷衍而已。有的業務員說客戶已經決定和你合作了,但時機不對。

不管怎麼樣,如果你能瞭解客戶當下是怎麼想的,這點非常重要。他沒有馬上開始合作,可能是還有一些問題和關切點沒有得到有效解決。當然不是每個關切點都和你有關,比如之前我有個客戶準備訂貨了,卻為了倉庫騰出空間等了幾個月,如果你瞭解這個情況,心裡就會更加有數了。

最終業務員推敲出來這個郵件,去問客戶:

Dear Stephanie,

Thanks a lot for your interest in our products.

I do not mean to push you, just try to understand a little more about your situation.

When you say “Yes, we liked your products very much and will contact you, once we have the order for you.”, do you mean you are interested to add our products into your line, yet right now It is still not on your schedule?

What stops you from setting a trial order now? Are there any concerns? 

I would very much appreciate your reply, so we will know how we can help you more.

Best regards,

Vicki

銷售水準的差異就在於你能否透過問題或者線索,準確有效地找到客戶的關切點。客戶有需求,但他不會明確告訴你。

 

 

案例5

Dear Judy

For the quality and finish of the bags I am sorry but the price are too high. My target prices of 8-11 USD are based after including hardware and packing details.

I don’t believe we can work together.

Dear Judy

The problem is the bags are already not what we would work with so I need to make many changes to improve and then the price will not work.

Thanks

業務員的郵件:

Dear Anandie,

Thank you for your prompt feedback.

Could you please let us know the styles that you will make the changes?

Then we will check with our cost deptand see whether we can meet your price range.Thanks.

Well, we also have our customers, which prices were also in your price range.And we still keep the cooperation till now.

So I mean we can meet your price range and we really want to cooperate with you. Thanks.

Looking forward to your reply.

Best Regards,

Judy

業務員問客人需要做什麼改動?向成本部門確認看看能不能做,然後告訴客戶我們有其它的客人也在這個價格範圍之內,所以他們的價格範圍我們可以做,而且我們也很想跟你們合作。

而客戶給的回饋,其實是3層含義:

  1. 你的quality and finish目前達不到我的要求
  2. 如果你達到我的要求,你的價格就不行了
  3. 要讓你達到我的要求是有點麻煩的,如果不是有利可圖,我不想浪費時間

業務員一直沒有關注客戶發出的第一個信號,就是品質還沒有滿足客戶的要求,把目光放在價格談判上,所以客戶收到業務員的郵件後自然不會再願意回覆。

 


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