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外贸开发信

本文源于:《外贸赢单》上册,作者:Jack 船长

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首先,我们要明确写外贸开发信的目的。我们写外贸开发信不仅仅是要告诉对方你是做什么的,最终目的是要把他们变成我们的客户。我将提供2种思路来写开发信:

第一种:重点突出自己的优势

产品范围
出口经验及国家市场
我们的生产能力
开发新产品的能力
交货期
自己有工厂或者分厂或合作了很长时间的工厂
参展次数
质量管理优势
获得的认证等
销售额、客户清单(世界各国的大客户名单)、客户评价等

案例:

Kind attention: Mr. Nick

Dear Mr. Nick,

Morning! This is Jackson, from ......,specializing in ....... We have sent over 15000 pieces of valves to South Africa from the year 2008 untill now, some of them were ......(客户样品)as you have. We are writing to sent a long term business cooperation with you.

Products:
Materials:
Dimension: 1/2” — 24”
Pressure: 125LB — 2500LB
Temperature: -195℃— 800℃
Standards: API, ASME, BS, GB,JIS, DIN, and other international standards
Working life: A VS B (10 times)
Design patents:
Certificates: API 6D, ISO9001, CE, ect.
Sample valves: available upon request
Exportation: 70% annually


Looking forward to your positive reply!

Thanks and request,

第二种:重点突出我们的针对客户问题的解决方案:

对潜在客户说明他正遇到的问题。
强调客户遇到问题的重要性,并且通过我们可以很好解决。
向客户强调通过我们的方案,可以给客户带来什么好处。
向客户说明我们的产品价格,相关费用,付款方式,贸易条件。
向客户提供无条件的保证,以免客户受损失。如:半年、一年包换,或提供维修配件,或备用品等。
其他

案例:

Dear Mr. Hanson,

How are you? This Jackson from ...... specialized in industrial... in China. We have met each other in MOC 2010 in Alexandria.

I am writing you to introduce us again to be your approved supplier valves, pipes and fittings, and provide complete solutions to WEPCO. Attached is our company profile for your review.

To better serve WEPCO, we will:

Provide samples to WEPCO, for testing in any severe applications
Launch product seminars and trainings if necessary to WEPCO technicians and workers
Invite you and your colleagues to visit and audit our factory
Offer reasonable and competitive discount for WEPCO
Provide products from stock
Support WEPCO in payment terms
Guarantee product quality and working life

Looking forward to your positive reply!

Thanks and regards,



开发信如果能融合以上来种开发思路,那么对于客户的吸引力会强很多。我们可以生成第三种开发思路:
第三种:第一种和第二种结合

案例:

Dear Mr. Nick,

Morning! This is Jackson, from ......,specializing in ....... We have sent over 15000 pieces of valves to South Africa from the year 2008 untill now, some of them were ......(客户样品)as you have. We are writing to sent a long term business cooperation with you.

Products:
Materials:
Dimension: 1/2” — 24”
Pressure: 125LB — 2500LB
Temperature: -195℃— 800℃
Standards: API, ASME, BS, GB,JIS, DIN, and other international standards
Working life: A VS B (10 times)
Design patents:
Certificates: API 6D, ISO9001, CE, ect.
Sample valves: available upon request
Exportation: 70% annually

Here are 2 cooperation proposals:

OEM business: We have been providing this service to many maufacturers, including documentations.

Strategic partner: We have over 18 years professional experiences in ..., R&D and ..., production. Even since then we have provided solutins for severe applications in coal field power plants in China. We seized over 65% valves supplies to over 200 power plants for high abrasive and corrosive applictions. Since South Africa ....’s main power supplies is coal filed by ESKOM, and Sasol is the world biggest coal chemical producers, you have a huge ceramic valve market potential in South Africa. Therefore we would like to work with you as ceramic valve provider, even with your own brand.

We are attaching our company presentation for your reference and hope we can cooperate to provide solutions to your clients soon.

Hope to have your kind reply soon.
    
最后声明一点,开发信没有模板!每个人的行业,英文水平,写作习惯,思维方式都不同,所以开发信不可能有模板。所谓的模板,最后肯定沦为客人垃圾箱里的有一封垃圾邮件。

将客户询价转化为订单的策略

案例一:

Dear ...

Good news! We presently have a mass production of same model......, if you are interested in cooperating with us , we can offer 3% discount for this order. As you know mass production can reduce production cost, thus we are willing to take this chance to establish the first cooperation with you.

Our purchasing department will start buying raw materials next weei(29th, Mar.), this 3% discount offer is only effective if yo could place this order before then.

If there are any questions regarding to our offer, please hurry to inform me, i will try to solve it before 27th March.

Looking forward to your positive reply!

Best regards

邮件中提到客户之前询价的一款产品近期工厂正好要批量生产,这其实是制造一个让客户下单的场景。但又要把握好分寸,比如日期这块,你编造的日期不能太长也不能太短,太长客户可以考虑,一般预留10个工作日就可以。

然后告诉客户如果下单,可以一起排产,相对成本可以降低,并愿意提供3%的折扣来诱其下单。希望她在某日之前能下单,这样我们好安排采购原材料,进一步促使她下单。

最后一段告诉客户如有疑问,请尽快告知并尽量在刚才的日期前2-3个工作日之前把问题解决掉。体现你的何总诚意。




案例二

Dear...

Further to our offer to your inquiry #0000 for ....products.

We actually have an order for the same model under production, estimated delivery time to US is 20th May 2016. Attached plsease find the pictures of this model product.

Should you have any questions for this order, please let me know.

Looking forward to your positive reply!

Best regards


这封邮件的思路用实际的证据来说服客户,邮件中提到的之前报价的一款产品,可以将以前有关该产品生产现场的照片和检验记录,发货照片等等有说服性的信息给客户。

以上2种思路是经常将客户询价转化为订单的办法,成功率还是比较高的,只要报价之后能有效处理客户的疑问,跟客户套近乎,很快就能将询价转化为订单。

切记:不要直接复制使用!





15天敲定38W美金订单——从这封开发信开始

案例

标题:Re: Mr. Eric 客户公司名
正文:
Dear Mr. Eric,

Good Morning!

This is Jackson, Sales Manager from ABC Group from China. I have been in valve business for over 8 years and long konwn you are a sole agent of ...company.

I read carefully about your company development history and products ranges and here comes my email to you.

We are not the top... producer in China by sales turnover, but we have the attached amazing performance list and original customer testimonies from major end users in RUSSIA, CHINA, UK, GERMANY where Eskom also enganges in, Trust we both could cooperate one way or another!

Category: ......etc.( same as A company)
Size: 1/2’ to 140’
Pressure Tatings: ANSI 150 to 2500-4500
Materials: Carbon steel, stainless steel, alloy steel, inconel,etc.
Certificates: API 6D, API607, API6FA,ISO9001, ISO14001,CE,etc
Land Cover: 680000m2
Staff Total: 600
Production capacity: 5000pcs/month
Exported Rates: 70%-80% per year
Brand: ABC

Looking forward to your positive reply

Thank you and best regards

P.    S. I will attach our product catalogue/scope of service for your future reference in the following email.

Jackson

说明:

标题—Re: Mr. Eric 客户公司名
只要邮箱地址有效,这样的标题,如果是你看到,也一定会打开。
开发信的第一段,介绍自己的行业经验,告诉客户我是行业老手,至于具体内容可根据个人情况定夺。同时还说明我知道他在中国的业务情况,客户喜欢跟懂行的人合作。

第二段说明我很认真的了解你们公司,所以写了这封邮件。

第三段 坦白告诉客户我们不是行业老大,但是有令人瞩目的业绩清单和客户使用证明,我们的质量是可靠的。又提到该地区该行业老大ESKOM,这是客户的客户,更让他兴奋。

第四段 罗列公司的基本信息,客户一目了然。......
除了业绩清单之外又一次展现公司的实力。

结束时加一句伏笔,下一封邮件会把样本发过去给客户看,让客户加深对公司的认识。


PS: 别看这一封不过几百字的邮件,前期的市场调研和行业及客户分析的准备工作,整整用了3天。这是基于在对这个行业产品知识熟悉的基础上,来做大量的市场调研和行业分析,确定开发市场和客户类型来定开发计划。根据公司实力和个人能力定位是开发龙头客户还是中小型客户。再做客户的背景调查,客户邮箱地址联系人等确认信息。前期工作基本完成。

接下来要做的就是找到切入点,让客户收到我开发信之后,回复我!
客户既然是中国行业老大的代理,应该以前就有从其他公司采购产品的经历,最终才选择现在的供应商合作。同时可以断定,他以前的采购中有过不愉快的经历。质量是我们这个行业的门槛。于是我决定从质量方面入手,再结合其他方面说服客户。

这个时候我需要证据来论证我们公司产品质量可以跟行业老大媲美,所以除了公司基础新信息的整理,我特易制作一份以往的业绩或者客户名单,工程案例情况及客户的使用证明,这没有什么比这个更有说服力的啦。

由此开发信就此生成了。

不出意外,终于在这封邮件发出去后的第三天,收到了客户的回复邮件,感谢我对他们公司感兴趣的同时,还发了询价过来让我报价。




怎样说服客户采用T/T 和 L/C 混合的付款方式是双方最好的选择

案例

Dear ...

Refer to your email about payment term of L/C at sight, we would like to inform you that as the company policy requires, for any first cooperation with other amount less than 100000usd, we usually accept 50% TT as deposite, the rest before shipment.

This order is xxxxUSD, it’s not to 100000USD, howerver, to seize this great opportunity to cooperate with you and expect our long term cooperation, we accept your 45% TT before production as deposite, the rest LC at sight. Please don’t worry aboout our product quality or delivery or after sales service, we have been serving our regular business partners for years. You will also receive our continuous support from now on.

We have some orders same for your products, you are welcome to visit us anytime to inspect the quality and experience our support.

Hope to have your prompt reply to proceed further.

Thanks & regards


关于付款方式的:

  可以预30%, 后70% LC at sight
  或者 TT30%, 50TT中间, 后20% LC

关于付款方式的谈判:

 付款方式跟价格,交期有关系。价格谈判不仅仅是跟价格有关系,还跟产品的单价,总价,数量,交期,质量等级,文件等等都要考虑到。




外贸邮件: 关于答谢客户产品使用反馈情况证明

如果可以的话,跟客户要产品使用情况报告,那样一方面你可以用这个报告来当做客户的使用证明, 在写开发新的时候,你甚至可以附上给客户看, 说明你们的优势。第三方的文件证明远远胜过你几百字的文字说明。另一方面,你也及时跟进了客户的使用情况,从售前到售后的全程跟踪,给客户留下了很好的体验感。


案例

Dear...

Thank you for your kind comments on the performance of our product.

As you may know, so few people take the time to let manufacturer know when they are satisfied with a product. Your letter has been sent to Japan where one of my colleagues will post it with a Japanese translation on the employee bullet in board.

Don’t be surprised if you get a few thank you letters from the employees, as they pride themselves in the quality of their work and love to hear from our family of customers.

Thanks & regards

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