外贸客户邮件回复技巧--如何拿下客户
2016-06-01
做外贸，可能每天都会收到询盘，那每天你都可能犯这样基础性的错误。你回复客户询盘后客户再回复你的几率（复盘率）低，更不用说成交率低，原因何在？我觉得，外贸客户邮件回复的对应性，可能是根本或重要原因之一。
一、称呼 称呼属于礼仪，礼仪讲求的是“客尊”原则。
1、不管是客人首次给发邮件或询盘还是后续的，客户称呼你“Dear A”，你的回复也当对应为“Dear B”。若你回复客户“Hi A”，就会让人感到发“顿”。以此类推，如客人邮件“Hi A”，你的回复也当对应为“Hi B”。其他，同理。
2、客户邮件称呼你“Dear Mr. 名+姓”，你回复客户也当是“Dear Mr. 名+姓”。若你回复客户“Dear Mr. 姓”或“Dear 名”，就不规范（规范性就是对应性）；若你回复“Dear Mr. 名”，那就是错的，因为无此表达（我知道有不少朋友对此无意识）。
二、漏点
1、客户询盘中，明确要求你报盘，明确要求你提供产品参数、参考图片、价格、相关条款、等。你的回复，应当是全部都提供；不能提供也没关系，但你当说一声，为什么不能提供及什么时候可提供。普遍的是，只报价，即使有产品参数也不全面，更不用说不附参考图片或相关条款了。要知道，对大多数行业而言，一个特定的价格，是必须要对应特定形式的产品（参考图片），以及特定规格的产品（产品参数），以及报价基于的交易条件、付款条件等（相关条款），而且可能还包括安规等认证了。你少了哪样，能说的过去？让客户去猜？我告诉你，对大多数客户而言，客户不会猜，也不会再重复问你，你“漏点”了，只会因你的“不专业”而不理你了。客户有更多、更好的选择，来源于比你“专业一些”的同行。现在不是“价格为王”的时代，价格重要，质量重要，服务也重要。你丢三落四，客户有理由相信你不会在你们公司内部时传达定单信息时也丢三落四？就不要说你的丢三落四是不尊重客户了。
2、客户邮件中，提了五点要你回答的问题。你回答了其中三点，结束。咳！客人楞了，且不管你这三点回答的质量，为什么另外两点不回复，也不交代为什么不能回复，更不交代何时能回复。若你是客人，请问：你又作何感想？
3、与上类似，客户邮件中，有三点需要你确认的事项，你确认了其中两点而不言其他。如果是紧急确认，后果可能很严重。
4、客户热情地说了一大堆，他是如何喜欢你们的城市的风景（如杭州西湖）的，你回复时总该礼貌性说一句“是啊！西湖好美啊！”吧。你如果只字不提，那客人不是“热脸贴了你的冷屁股”了吗？与这一点具有相似意味的是，客户邮件一开始就是“How are you doing?”或“It was great meeting you at your booth on the 118th Canton Fair”，你回复的邮件中却找不到与此所对应的字句
三、次序
1、任何条目性的问题点或确认点，你要回复或确认，顺序上也最好与客户的问题点或确认点相对应。人与人是有区别的，更不要说中西文化差异了，那么客人的思维模式了。客人在列出问题点或确认点时，是有一套他认为合理或自然的逻辑或习惯性顺序的，你乱先回答 3、再回答1、再回答5...客人会不习惯或觉得不符合他的逻辑。有人说了，这有什么，反正问题都回答了。咳！这就是问题的根源！
2、与上类似的道理，客户写邮件整体的顺序，也有其自有的逻辑或习惯性顺序的，客户一开始寒暄问候，接着做自我介绍和公司介绍，然后是要报盘，然后是问你几个问题，最后是说表明哪天要来中国。你的回复，也应是基本按照客户邮件中体现的逻辑或习惯性顺序去回复，这样才是对应。 邮件回复的对应性的问题，是个基础性问题、常识性的问题、也是个大问题！
要解决它，我认为有两个基础性的办法或程序：
办法或程序一：把与客户的邮件沟通想象成是电话沟通！
办法或程序二：一是审题（把客户邮件内容和/或附件研究透）；
二是提纲（列出自己要回复的要点）；
三是检查（把自己写好的邮件和/或附件与客户原始邮件对应检查一遍然后再发送）。
我一直认为，做外贸，与做其他事情没有什么根本性的区别，都是做事情。做事情，就是需要耐心与细心！相对而言，耐心更重要，耐心是前提，没耐心哪有细心呢？
范例：收到客户询盘时的回复：
Dear sir,
We hereby acknowledge receipt your inquiry of XX,(products)and i just got the information from our production department,these standard is available for us.and the now pls check the quotation below:
The specification you required:
The length:
The diameter:
The material
........
The price:XX usd /pes FOB(tian jin)
I hope this is the one in your favor,As a experienced company (ISO9001:2000)in the XX filed for more than 20 years.and we take the opportunity seriously to cooperate with you.if you have any questions ,pls feel free to contact me.i will try my best
Thanks and regards
签名
客户询盘模糊，向客户询问规格
Dear sir,
Thanks for your inquiry of our XX(products).on dec.10th.and we are in XX filed for many years,so we are confident we can do it.but the specifications you given is still lack.such as the diameter,material,quantity and so on.....,so pls can you send us the details?the drawing(cad)is ok.
After we confirmed,we are happy to provide you with our good quality and competitive price.
Look forward your soonest reply,
Thanks and regards
签名
针对客户的讨价还价的回复
Dear sir,
Sorry for my late reply,i discuss with our boss for a long time, but regarding the price,it is near our bottom line,you know the market is changing everyday,and it is hard to cut more on cost as we need the products with best quality.
But we treasure our first cooperation,so we allow you a 2%discount,this is the best i can do for you.
I hope that if you have the will to cooperate,pls don’t just focus on the price,the most important is the quality,i think.
If you any comments ,pls let me know.
Thanks and regards
Angela
这个得针对情况，如果利润真的不太高，就这样写没有关系，如果老板太黑了，就给点折扣，关于价格不是一封两封的邮件可以搞定的，总之灵活点啦
应对客户的迟迟不回复的邮件:
Dear sir,
Did you receive our quotation on dec12th?and no reply from you.i was waiting until all the colleagues left the office. May be you are very busy.
So pls can you take some time to give me a reply?and kindly give me some advice on XX(products)
Look forward your reply
Thanks and regards
Angela
面对客户迟迟不回复
Dear sir,
How are you these days?I am angela from XX company,hope you still remember me.you sent us a inquiry of XX products.And we quoted for you on dec 12th.
Can you send me a reply which can stated your advice?you know we usually keep our client’s data and advice in the achives,so that we make special and divide plan and schedule for each client.
At the same time we can improve our service according to them,if there’s some fault and in our works.
So pls take a few time to tell me some advice on our business.ok?thanks very much.
针对报价了不回复的
Dear sir or madam,
Hope you still remember me,i sent you quotation for XX(products)on XX(date)，well maybe you are very busy ,and i understand.
I review your websit very carefully, and have much interests to make a start for our cooperation,to provide the best special service.
Could you give me some advice so that we can do better
Best regards
1、therefor we always put the quality as the first consideration
因此我们总是把质量放在第一位的
2、would it too much to ask you to respond my question by tomorrow?
可以请你在明天以前回复吗
3、the price we give is almost reach our bottom line
我们所给的价钱已经接近我们的底线了
4、the validity of the quotation is about the 10days
报价的有效期大概是十天左右
5、moreover we keep the price close to the costs of the production.
再说，我们的价格已经接近生产费用的边缘
1、will you kindly tell the quantity you require so as to unable us to sort out the offers?
为了方便我们报价，你能告知数量吗，
2、you should take the quality into consideration
你必须考虑到质量问题
3、we may reconsider our offer if your order is big enough
如果你们数量足够大的话，我们可以重新考虑价格
4、i ’d like to tell you what i think about that
我想告诉你一些我的想法
5、but consider the quality ,our price is quite reasonable.
但是考虑到质量，我们的报价是很合理的
一些实用英语系列：
收到来信：
1、i have just received your kind letter.
2、i was very happy/glad/delighted/pleased to receive your letter yesterday morning.
3、your kind letter of saturday arrived this morining
久未通信：
1、pls pardon me long in writing to you
2、i must apologize for not having written to you previously
未及时回信
1、i apologize for the delay in my reply
2、i apologize for being a day late with the delay reply to you
3、having lost your last email ,i have not been able to reply sooner
久无音信：
1、i have not heard a word you for a long time
2、there has been no news from you for ages
3、As i have not heard of you for long,i feel anxious
表示歉意难过：
pls accept my sincerest apologies for the inconvenience i fear we caused you
遇到不好的事情
1、i have deeply grieved to hear the death of your father
2、i was most distress to learn from your letter of the illness of your father
发开发信需要坚持，不要没有效果就放弃然后再抱怨怎么没效果啊没效果啊，因为开发信本身的是一个概率问题，成功率本身就比较低的。所以那句话叫什么来着 广撒网才能网大鱼。前辈的话是有道理的。
引自外贸干货集
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