邮件是外贸人与客户沟通的常用方式,那么如何使用邮件从0到1的开发大客户呢?
先来看下面这封开发邮件,也许你也正在套用着相同或者相似的模版,赶紧刹车,别犹豫!
Hello Mr Jame White
How are you (分析:“How are you?”的使用本身是没有问题的。虽然我们从小学就学习这样的问候方式,但是这句话在很多国家并不太常用。)
We know your company from the internet and we know that your market is in the LED lighting field in Poland (分析:本句想表达的逻辑没有问题,但是写法和语法欠妥。“from the internet”会给人不尊重和被骚扰的感觉,可以改为具体的询盘。)
We would like to take this opportunity to introduce our company and products, this is Alice from ABC company, we are one of the largest manufacturer in this field in China, I hope to cooperate with your company (分析:本句话的句式非常普遍,表达的内容也很笼统。如果公司真的是行业领军企业,可以使用一些实际的数据去证明。)
Please allow me to introduce our products to you, we have many items such as LED lamps, outdoors and indoors bulbs and LED strip We have much experience in this field I will give you more details about our products if you are interested in them (分析:比较空泛的描述,给客户带来的感受不强烈。这部分可以考虑使用具体的数字来表达。)
We will offer you the best price and quality, please go to our website for more details, >
Can you introduce your company to us, or your target products market, thank you (分析:这句话不太妥当。第一次邮件客户没有义务也不会很愿意回答你的问题)
We look forward to your specific enquiries and hope to have the opportunity to work together with you in the future (分析:本句较为空泛,没有实际的含义。)
Best Regards
Alice (分析:签名缺少内容。)
对于邮件内容,文中已经给出了一些分析。
虽然这封邮件在语法和句式上没有什么问题,并且在前几年可能可以被奉为“开发信经典模板”,但是如今这样毫无亮点的写法已经远远不能吸引现在的客户,邮件发出去后也不会有好的效果。
我们再来看看根据分析修改后的邮件:
Dear Jame
Hoping this email finds you well (非常地道的美式问候语。)
We know your company is in the LED market from our customer data as the main distributor in European market (“from our customer data”可能引起客户的思考:之前是否问过价格或拿过样品甚至很久之前是不是合作过。这样的话术不会给客户带来骚扰的感觉。)
We are specializing in LED lighting since 2008, our factory has the production capacity of 20000pcs bulbs with CE, Rohs every month, and the new items will be pushed every week from our ODM department (用实际数据表明公司的地位与规模。)
Please contact me for any further information, free samples would be sent to you in our promotion seasons now (该句有两个优点:1 邮件通篇主动语态,但是这句话是被动语态,阅读起来可以让客户感觉到节奏的变化;2 “free samples”、“promotion seasons”刺激客户尽快联系索要样品或下单。)
Have a nice day!
Best Regards
Alice
Company
Tel/Whatsapp
Web
(结尾签名内容完整。)
修改后的邮件明显更加简练,同时话术表达在无形中引导客户进一步联系。
但是该邮件还是有些简单,在实际的邮件中,我们应该针对特定的产品与当前情况增添较为详细的内容。
邮件写作案例
这是一个美国客户,询问了我们一款电竞椅的价格。我们的业务员报价之后,客户没有反应,跟踪了几次依然没有回应。忽然有一天,客户问我们的工厂是不是在安吉,得到我们的确定后他说要来工厂参观拜访。
见面后,客户在工厂看了一番,没有留下名片就走了。客户回去后依旧没有任何动静,也不与业务员联系。
相信这样的场景很多外贸人都经历过。
经过各方面考量,我们还是决定继续跟踪这位客户。通过对客户进行背景调查后,我们了解到了客户的相关信息。同时我们也需要考虑到美国的实际情况。
以上述信息作为切入点,我们又给客户发了一封邮件,这次我们收到了回复。
Hi XX,
Hope this email finds you well
Concerning the issue of that we export from other country to USA, we are still working on it with Haiti and Dominica free trade zone, the strategy way is ok, but we need confirm the details and make sure get the exact cost from China to their places
We will have the full information at the end of this month, I will update to you in time (客户回复:OK let me know what you find out, the only problem I see that is I am sure you know those are 2 countries WITHOUT any factories making anything related to furniture, so even if you can do the paperwork change, I believe that will NOT be accepted by USA customs, they know those are very poor small islands with no factories)
By the way, the trade war may be stopped soon, we need to make some purchase plan in advance, otherwise every customer will place the orders in the same time, the factory will be very busy and postpone the delivery time too(客户回复:I understand, but now we buy from 3 other gaming chair factories, so we do not need any new chairs, until after CNY, since we order a lot of stock to arrive before 12/31/2018)
Have a nice day!
Best Regards Wishes
Ivan
从客户的回复中,可以提炼出三点:他与三家工厂在合作;现在不是他的采购期;2018年12月底之前他不需要电竞椅。
虽然没有成功签单,但是这封邮件也达到了想要的结果。我们收到了客户的回复并且知道了客户目前的情况,以及他的采购周期和时间。接下来就需要根据他给出的时间在合适的时候加强联系。
As ever,
With love,
Affectionately,
在正文最后需要署名,
可以写全名,
也可以只写名字。
需要辨明性别时可以在姓
名后面注明
(Mr/Ms)
。
对于咱们中国人,
为了区分姓和名,
可以把我们的姓的字
母全部大写,例如
XIONG Lillian
如果写信人代表的是一个组织或部门,应在名
字下一行写上自己的职位、所属部门。
邮件中常用词汇:
附件
attachment I am attaching the report
我把报告放在了附件中
转发
forwarded I've forwarded your e-mail to Alice
我已经将你的邮件转发给
Alice
保持联系
stay /keep in touch
对方告知决定
Please let me know your decision as soon as possible
写信给别人时一般常用
How are you been recently
回复别人邮件时一般常用
I am happy to receive your e-mail
实用邮件举例:
工作求职
工作求职类的邮件大体分为申请职位、
介绍自己、
期待回复、
表达谢意几个部分。
ie
Dear Sir/Madam,
I am writing to apply for the position of as posted in your website
Introduce yourself
Please find attached a copy of my resume for your review
我的简历请见附件,作为
参考。
或者:
Please refer to my attached resume for a summary of my skills and experience
I am looking forward to you Thank you very much for your time and consideration
Yours sincerely,
Lillian Xiong
表达谢意
日常生活中经常会使用到表达谢意的邮件,在国外,参加完朋友邀请去的一次
party
,或者接受了别人馈赠的礼物等情况下都需要写一封
thanks letter
。而此类
邮件也非常好写,只要能够表达自己对收件人的真挚的感激之情即可。
Dear Alice,
Thanks so much for the lovely dinner last night It was so thoughtful of youI would li
ke to invite both of you to my house when you are available
Best regards,
Lilian
咨询了解
咨询了解类邮件的目的是想要得到关于某人、
物的一些信息。
邮件具体内容大致
包含如下:
1
)告知对方你是如何得知其信息的,比如报纸、网站等。
2
)说明自己想要了解的东西,当咨询信息较多时,最好列举出来,
as
详细、清
晰
as possible
3
)末尾用一句话结束总结这次咨询。
I am writing to request information about sth
I would like to request a copy of sth
最后表达希望时用语:
I look forward to hearing form you soon
期待尽快收到您的
回复。
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