案例1：一個(gè)新手給我的開(kāi)發(fā)信原件

Dear Sirs,

Have a good day!

This is Sam from ABC factory producing Gloves. I am gald to know that you are a leading wholesaler of gloves. Hope to establish a good business relationship with you.

點(diǎn)評(píng)：這個(gè)開(kāi)頭有點(diǎn)平淡。沒(méi)能讓客戶(hù)立即感受到同你做生意有什么好處，或者建立客戶(hù)同這封郵件的關(guān)聯(lián)。

Our factory is one of the biggest glove factories in China with already 10 years’ history. We can provide you good quality gloves with good price and service. We have a lot of advantages for all kinds of Glove styles, Ladies, Men’s, Kids. Attached are some pictures of our products and workshops for your reference. Please check and let me know what kind of gloves you are interested, or you can show your styles for our offering.

點(diǎn)評(píng)：這個(gè)公司介紹部分是典型的以product feature來(lái)介紹的。也不能讓客戶(hù)產(chǎn)生關(guān)聯(lián)感，以及給我什么好處。另外缺少支撐。人人都會(huì)說(shuō)我是最大的最好的。也比較平。

We would like to take this opportunity to establish business relationship with you.If you want to know more about us, you can add me on your Skype or E-mail or visit our website as below my E-Business card. Maybe it is a start of our business. If you are interested in our goods, pls let me know . If you will attend the coming Canton Fair at April,2014 , pls don't hesitate to contact me at any time . we will waiting for you there and show our more good samples for your reviewing.

點(diǎn)評(píng)：有點(diǎn)不夠簡(jiǎn)要，也未能給出充足的理由和動(dòng)力讓客戶(hù)同你聯(lián)系。

Any questions, Pls let me know at any time. Looking forward to your earlier reply!Best regards,

Sam

修改后

Dear John,

一定要找到合適的聯(lián)系人，Dear sirs和Dear John的回復(fù)率有幾倍的差異。你對(duì)著一群人喊一聲“請(qǐng)去把門(mén)關(guān)一下。”看看有人回應(yīng)你嗎？如果你說(shuō)“張三，請(qǐng)去把門(mén)關(guān)一下。”效果是完全不同的。Dear sirs,沒(méi)有人覺(jué)得自己同這封郵件有何關(guān)聯(lián)。Dear John,就是寫(xiě)給自己的。關(guān)聯(lián)自然產(chǎn)生。

Good morning!

I just visited your web site, and know that you are the leading wholesaler in Poland for fashionable gloves, with prestigious reputation for the quality.

一開(kāi)始就談客戶(hù)的情況，讓客戶(hù)建立起聯(lián)系，這封郵件同他是相關(guān)的。

You may be happy to find a new reilaible source of gloves with superior quality & Reasonable prices. You can select from an abundant variety of premium quality Jeans with stylish originaldesigns updated every 6 monthes.

點(diǎn)出客戶(hù)的利益。

Our factory has a capacity of XXXX gloves monthly, probably the largest in China. Since 2009, we have passed ISO9001, and all our products has CE certificate. I attach the certificate images in the next email,please find them.

自信地給出自己的實(shí)力。

Our satisfied customers include XXX, XXX & XXX. I am confident that when you work with us, you will have the same satisfaction like them. To enable you to get a good understanding of our quality and service, we would like to extend a very special offer for your first sample order, with 15% (only limited to the first container).In the next email, I will attach you the product catalogs. Please tell me what items are more salable for you.

給出客戶(hù)采取行動(dòng)的理由和動(dòng)力。

Best regards,

Sam

PS: We are also very capable to custom make for you. Please just tell me the styles you select.

進(jìn)一步敦促客戶(hù)采取行動(dòng)。正文部分要繼續(xù)能抓住客戶(hù)的注意力，讓客戶(hù)保持這個(gè)興趣一直讀下去。并在這個(gè)過(guò)程中被你的產(chǎn)品或者offer所打動(dòng)，并最終采取行動(dòng)回復(fù)你的郵件。

01

一封好的開(kāi)發(fā)信的必備原則

1）簡(jiǎn)要原則：現(xiàn)在客戶(hù)都很忙，缺少時(shí)間。及時(shí)是再好的內(nèi)容，重復(fù)說(shuō)第二次，對(duì)于客戶(hù)意義就不大了。寫(xiě)好開(kāi)發(fā)信先把重復(fù)的內(nèi)容刪掉。能要能不要的話(huà)，堅(jiān)決刪除掉。能說(shuō)得簡(jiǎn)單通俗的話(huà)，堅(jiān)決簡(jiǎn)單通俗來(lái)說(shuō)。

2）讓客戶(hù)建立同產(chǎn)品的聯(lián)系感：有的業(yè)務(wù)員寫(xiě)的開(kāi)發(fā)信，從頭到尾都是陳述自己如何如何，我們是最大的，我們是最好的，可客戶(hù)覺(jué)得這個(gè)同我有什么關(guān)系呢？

a) You attitude, 就是從客戶(hù)的角度來(lái)組織句子。會(huì)讓客戶(hù)更多地建立同自己的關(guān)聯(lián)。對(duì)比一下如下2句話(huà)：We are promoting a new plan that we believe has many outstanding benefits. 以及：You will be able to generate more sales & profits with our newly improved model XXXX.

b) Benefits vs product feature

當(dāng)我們說(shuō)我們是最大的，最好的，客戶(hù)說(shuō)同我有什么關(guān)系呢？What is in it for me? 要吸引客戶(hù)，就要把給客戶(hù)帶來(lái)的利益直接說(shuō)出來(lái)。舉個(gè)例子，你是賣(mài)機(jī)票的，你說(shuō)飛機(jī)飛得很快，就是說(shuō)的product feature, 你也可以說(shuō)“飛機(jī)能幫您節(jié)省時(shí)間”，這個(gè)把飛機(jī)給你帶來(lái)的利益就說(shuō)出來(lái)了。

3）強(qiáng)力原則：我們說(shuō)“飛機(jī)能幫您節(jié)省時(shí)間”，和說(shuō)“飛機(jī)能幫您節(jié)約很多時(shí)間”哪個(gè)效果更好呢？在客戶(hù)的心理激發(fā)起的強(qiáng)度是不同的。所以大家要多用能引起客戶(hù)強(qiáng)烈反應(yīng)的形容詞，就能收到更好的效果。

4）可信原則：客戶(hù)收到開(kāi)發(fā)信，初次接觸，憑什么要相信你呢？所以相關(guān)的論點(diǎn)要有客觀的論據(jù)支撐。說(shuō)我們質(zhì)量好，大家都會(huì)說(shuō)。到不說(shuō)說(shuō)些，可核實(shí)的內(nèi)容，比如我們通過(guò)了ISO9001質(zhì)量體系，我們產(chǎn)品通過(guò)了CE認(rèn)證，我們有哪些大客戶(hù)等等。

5）促使行動(dòng)：結(jié)尾的部分尤其重要。很多開(kāi)發(fā)信的結(jié)尾既沒(méi)有使用祈使句讓客戶(hù)采取行動(dòng)，也沒(méi)有問(wèn)客戶(hù)一個(gè)問(wèn)題。根本沒(méi)有提請(qǐng)行動(dòng)，整個(gè)就一個(gè)介紹信，客戶(hù)就是一個(gè)聽(tīng)眾。設(shè)想一下，我們?cè)谑裁辞闆r下最可能采取行動(dòng)。是“現(xiàn)在教室里好冷啊?！边@樣的陳述句，還是“張三，你把那個(gè)門(mén)關(guān)上，好嗎？”。讓人回答，你是說(shuō)“現(xiàn)在教室里好冷啊。”還是說(shuō)“你冷不冷？”的問(wèn)句？開(kāi)發(fā)信也是一樣，你一直在跟客戶(hù)說(shuō)“現(xiàn)在教室里好冷啊。”這樣的單向陳述句，如何指望客戶(hù)回應(yīng)你呢？所以結(jié)尾部分，要采用祈使句，Please close the door 敦促客戶(hù)行動(dòng) 或者問(wèn)句，Do you feel cold？引導(dǎo)客戶(hù)回復(fù)。

案例2：剛剛幫一位網(wǎng)友修改的開(kāi)發(fā)信

Dear **

Glad to know you from your website,that you are the leading company in Japan for machine vision system.

This is ***company here.I am sure we are the right one for you to seek vision solution, Industry information,customizing products on your request.

Maybe we can help you to save at least 10% cost saving with more high quality service.

Some of our new models,such as Machine vision Lens/ Bi-Telecentric Lens /HD XGA Industrial Cameras,have a bright market at home and abroad.

Could you please do me a favor to tell me what items are more salable for you?

Best regards,

Ling

點(diǎn)評(píng)：

Glad to know you from your website,that you are the leading company in Japan for machine vision system.

后面再追一句概述他的業(yè)務(wù)性質(zhì)，特色等的話(huà)，表示你對(duì)他們慎重研究了。

比如： I just notice that you pay much attention to lower your cost for quality machine vision system.

This is ***company here.

（這句話(huà)好硬，過(guò)渡不自然，缺少人情味。May I introduce myself to you ? I am XXX, from XXXX. 這樣會(huì)更人情味點(diǎn)。）

I am sure we are the right one for you to seek vision solution, Industry information,customizing products on your request.（這后面一句太突然，沒(méi)有過(guò)渡。）

Maybe (這個(gè)詞沒(méi)有力度，不自信，猶豫不肯定） we can help you to save at least 10% cost saving with more high quality service.

Some of our new models,such as Machine vision Lens/ Bi-Telecentric Lens /HD XGA Industrial Cameras,have a bright （有點(diǎn)歧義，不如就用good,注意用最簡(jiǎn)單的英語(yǔ)，日本人英語(yǔ)不好。） market at home and abroad.

Could you please do me a favor to tell me what items are more salable for you? （這句有點(diǎn)突然。）

修改后

Dear XXX,

Good morning!

I am very glad to know you from your professional website, you are the leading company in Japan for machine vision system. I also notice that you pay much attention to lower your cost for quality machine vision system. That is where I can be of help.

May I introduce myself to you? I am XXX, from XXXX. We have been in machine vision system industry for more than XXX years. I am confident that we are capable to meet your quality standard, while cutting your cost by at least 10%. Please be sure, we are also very capable to custom produce with your drawings.

To enable you to evaluate our quality, may I invite you to visit our factory?

(或者：may I send you a sample?)

Best regards,

XXXX

由于情況不一樣，不一定就合用。貼這個(gè)例子，是希望新人通過(guò)對(duì)實(shí)際案例的運(yùn)用，了解開(kāi)發(fā)信如何寫(xiě)。光看理論似乎還有點(diǎn)迷糊。

案例3

這個(gè)是在外貿(mào)開(kāi)發(fā)信分享群幫助新人修改的一份開(kāi)發(fā)信。產(chǎn)品是plastic products. 這個(gè)開(kāi)發(fā)信試圖先用訪(fǎng)問(wèn)客戶(hù)網(wǎng)站的說(shuō)法同客戶(hù)建立關(guān)聯(lián)，結(jié)尾用一個(gè)問(wèn)句來(lái)探詢(xún)?nèi)绾文艹蔀榭蛻?hù)的vendor。結(jié)尾的地方比較適合規(guī)模比較大的公司，審核vendor有一定的流程。如果客戶(hù)是小公司，最好把結(jié)尾修改一下。

說(shuō)明：第一次聯(lián)系客戶(hù)的開(kāi)發(fā)信。行業(yè)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

點(diǎn)評(píng):

Dear xxx,

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

開(kāi)發(fā)信從標(biāo)題開(kāi)始要能吸引住客戶(hù)的注意力。然后，正文的一開(kāi)頭還是要能繼續(xù)抓住客戶(hù)的注意力，直至結(jié)束。在此過(guò)程中，要能打動(dòng)客戶(hù)。

抓住客戶(hù)注意力的辦法之一，就是讓客戶(hù)感覺(jué)這封開(kāi)發(fā)信是同他很相關(guān)的，給他帶來(lái)很多好處。所以Dear Purchase Manager，這樣的開(kāi)頭，遠(yuǎn)不如Dear John有力。如何找到客戶(hù)的聯(lián)系人，很關(guān)鍵。給大家提供3個(gè)方法：

1） 就是用“@客戶(hù)的域名”到google里去搜，往往能搜到相關(guān)的聯(lián)系人，即便不是負(fù)責(zé)采購(gòu)的，你仍然可以去問(wèn)他貴司負(fù)責(zé)采購(gòu)的人是誰(shuí)？

2） 購(gòu)買(mǎi)超易搜索軟件，最好的效果精準(zhǔn)率可達(dá)95%。

3） 同行業(yè)的基友交換。比如我做衛(wèi)浴臺(tái)盆，客戶(hù)渠道同做浴室柜，水龍頭，下水，鏡子，淋浴房，浴缸，按摩缸等產(chǎn)品高度重疊，甚至同瓷磚等其他建材產(chǎn)品，以及家具產(chǎn)品都有部分重疊。我找到這些行業(yè)的業(yè)務(wù)員交流客戶(hù)資料，加入我們總共10個(gè)業(yè)務(wù)員，每人100個(gè)客戶(hù)，放在自己手里就只有100個(gè)，大家一交流，如果不重復(fù)的話(huà)，就可以達(dá)到1000個(gè)。更何況，這些客戶(hù)里有的是其他業(yè)務(wù)員熟悉的，經(jīng)他們介紹，比你自己寫(xiě)開(kāi)發(fā)信要強(qiáng)多少倍啦！

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(lái)迅速點(diǎn)明這封開(kāi)發(fā)信可能給他帶來(lái)的好處，就是你也需要一個(gè)有能力的可靠的供應(yīng)商。然后通過(guò)證書(shū)等進(jìn)一步的權(quán)威信息證明這點(diǎn)。

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.

第三方的客戶(hù)比我們自己說(shuō)質(zhì)量好啊什么的都有力。

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

結(jié)尾設(shè)計(jì)一個(gè)合適的問(wèn)句，一般可以提升客戶(hù)的回復(fù)率。在被問(wèn)問(wèn)題的時(shí)候，人有回答的本能。面對(duì)一個(gè)哭個(gè)不停的小孩，最好的辦法不是給他糖吃，而是問(wèn)他感興趣的問(wèn)題。就可以迅速讓他止住哭鬧了。問(wèn)問(wèn)題也可以讓我們引導(dǎo)談話(huà)的方向，并讓對(duì)方有高度的參與感

業(yè)務(wù)員一定要記住

一定要學(xué)會(huì)了解客戶(hù)的心里想法，拿準(zhǔn)客戶(hù)的關(guān)切點(diǎn)，妥善處理好客戶(hù)的關(guān)切所在，才能順利將業(yè)務(wù)向前推進(jìn) 。

業(yè)務(wù)員收到客戶(hù)的郵件至少要讀上兩遍，了解清楚客戶(hù)的意思再寫(xiě)回復(fù)郵件，寫(xiě)好了再看客戶(hù)郵件，是否妥善回應(yīng)了客戶(hù)關(guān)切的問(wèn)題？潤(rùn)色修改好，然后再發(fā)出去。

要多問(wèn)自己：“客戶(hù)為什么要問(wèn)這個(gè)問(wèn)題？”，要知道，這里的問(wèn)題所在，很多時(shí)候比客戶(hù)說(shuō)出來(lái)的還重要得多。

可現(xiàn)實(shí)情況是，大多數(shù)業(yè)務(wù)員只關(guān)心自己，不關(guān)心客戶(hù)。我看到有的業(yè)務(wù)員給客戶(hù)回復(fù)的郵件完全不在一個(gè)頻道，就是客戶(hù)說(shuō)客戶(hù)的，我說(shuō)我的。這個(gè)要是下棋可以，可跟蹤客戶(hù)卻萬(wàn)萬(wàn)使不得，我們一定要反復(fù)揣摩，讀懂客戶(hù)的心，并徹底妥善解決好客戶(hù)的關(guān)切點(diǎn)，生意自然水到渠成了。

包括在開(kāi)發(fā)跟進(jìn)過(guò)程中，遇到卡殼了，多數(shù)情況是客戶(hù)心里的關(guān)切點(diǎn)沒(méi)有得到妥善解決，所以客戶(hù)要先把你晾在一邊，或者是直接被客戶(hù)淘汰了。

此時(shí)，最重要的不是自說(shuō)自話(huà)去推銷(xiāo)說(shuō)服（你還不了解客戶(hù)的關(guān)切點(diǎn)，你所做的說(shuō)服又怎會(huì)奏效呢？），而是要巧妙地旁敲側(cè)擊盤(pán)問(wèn)出客戶(hù)的心里想法，關(guān)切點(diǎn)所在。了解之后，才能給出對(duì)策方案。

案例4

客戶(hù)回復(fù)業(yè)務(wù)員的開(kāi)發(fā)信，經(jīng)過(guò)幾輪的郵件溝通，客戶(hù)回復(fù)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(duì)于這類(lèi)郵件，有的業(yè)務(wù)員覺(jué)得客戶(hù)是托詞，敷衍而已。有的業(yè)務(wù)員說(shuō)客戶(hù)已經(jīng)決定同你合作了，但時(shí)機(jī)不對(duì)。

不管怎么樣，如果你能了解到客戶(hù)當(dāng)前是怎么想的，非常重要。他沒(méi)有馬上開(kāi)始合作，可能是還有一些內(nèi)心的問(wèn)題和關(guān)切點(diǎn)沒(méi)有得到有效解決。當(dāng)然不是每個(gè)關(guān)切點(diǎn)都和你有關(guān)，比如之前我有一個(gè)客戶(hù)準(zhǔn)備訂貨了，卻為倉(cāng)庫(kù)騰出地方等了幾個(gè)月，如果你了解了這個(gè)情況，心里就會(huì)更加有數(shù)了。

最終業(yè)務(wù)員推敲出來(lái)這個(gè)郵件，去問(wèn)客戶(hù)：

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(xiāo)售水準(zhǔn)的差異就在于你能否通過(guò)問(wèn)題或者線(xiàn)索，準(zhǔn)確有效地找到客戶(hù)的關(guān)切點(diǎn)?？蛻?hù)有需求，但他不會(huì)明確告訴你。

案例5

Dear Judy

Forthe quality and finish of the bags I am sorry but the price are too high. Mytarget prices of 8-11 USD are based after including hardware and packingdetails.

I don’t believe we can work together.

DearJudy

The problem is thebags are already not what we would work with so I needto make many changes toimprove and then the price will not work.

Thanks

業(yè)務(wù)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 rangeand we really want to cooperate with you. Thanks.

Looking forward to your reply.

Best Regards,

Judy

業(yè)務(wù)員問(wèn)客人需要做什么改動(dòng)？然后向成本部確認(rèn)下看能不能做，然后告訴客戶(hù)我們有其它的客人也在這個(gè)價(jià)格范圍之內(nèi)，所以他們的價(jià)格范圍我們可以做，而且我們也很想跟你們合作。

客戶(hù)給的反饋，其實(shí)是3層含義：

1. 你的quality and finish目前達(dá)不到我的要求

2. 如果你達(dá)到我的要求，你的價(jià)格就不行了

3. 要讓你達(dá)到我的要求還是有點(diǎn)麻煩的，如果不是有利可圖，我可不想費(fèi)這個(gè)事

業(yè)務(wù)員一直沒(méi)有關(guān)注客戶(hù)發(fā)出的第一個(gè)信號(hào)，就是質(zhì)量還沒(méi)有能滿(mǎn)足客戶(hù)的要求，一直把目光放在價(jià)格談判上，所以客戶(hù)收到業(yè)務(wù)員的郵件后自然不會(huì)再愿意回復(fù)。

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