朋友詢問說自己工廠的產(chǎn)品價(jià)格很高都接不到單子，該怎么做。于是找出了自己的一個(gè)客戶來往郵件做了整理。希望有參考借鑒意義。
主要是電話營銷溝通和信件回復(fù)技巧。
實(shí)例如下
展會(huì)一客戶，拿了樣本就走掉。后發(fā)聯(lián)系函聯(lián)系，來回聯(lián)系幾封郵件談過之后。
客戶是貿(mào)易商。對(duì)產(chǎn)品感興趣，但沒做過這塊市場(chǎng)。選定了兩款感興趣的產(chǎn)品，其中一款自己能做，但價(jià)格在同行中偏高，另一款價(jià)格需要外協(xié)采購加上自己利潤，價(jià)格更是比同行高。
他回以下郵件 1.要樣品2.還價(jià)3 .需要換成他們的包裝.4.要做90天遠(yuǎn)期不可撤銷信用證
Dear Mr. D,
thank you for your answer.
please, send 2 samples of every product by DHL.
our adres is:
Kunratice
Czech Republic
we have interest to take for test 1 container HQ 40‘‘
prices:
1 A USD$ 7,10 1400 pcs.
2 B USD$ 8,40 1540 pcs.please, confirm it.
is it enough for quantity of cca 1400 pcs. to deliver the goods in box with our logo and description in czech, slovak and serbian language?
please, send the box in decomposed state with text for translation.
we propose this way of payment: IRREVOCABLE L/C with 90 days deferred (post poned) payment.
If you agree we will come to you as soon is possible to see the production and to do other technical things together.
We are waiting your answer.
Best regards,
Z
收到此郵件后，根據(jù)客戶每一點(diǎn)要求，回復(fù)如下：
主要闡明的是
1.樣品對(duì)您免費(fèi)，但運(yùn)費(fèi)要由您公司負(fù)責(zé)。(平常郵件中也要注意區(qū)分情況使用WE,I,MY FACTORY,MY COMPANY ,YOU,YOUR COMPANY這些詞）
2.我們是工廠。（現(xiàn)今不管是工廠或貿(mào)易公司，一般都是跟客戶講自己是工廠或者自己有工廠，大型貿(mào)易公司除外。說明是工廠這點(diǎn)不論在開發(fā)信中或是平時(shí)聯(lián)系客戶中都很有力量。）
3.價(jià)格上面：我們的材料都是超棒的，我們不像有些工廠做一次性生意，質(zhì)量差價(jià)格低。我們工廠對(duì)售后的產(chǎn)品的保證和售后負(fù)責(zé)。這款產(chǎn)品也在市場(chǎng)上做了很多年了，我相信我們產(chǎn)品的價(jià)格和質(zhì)量都很有競(jìng)爭(zhēng)優(yōu)勢(shì)。在某某地區(qū)（客戶市場(chǎng)或者相鄰市場(chǎng)地區(qū)）我們也有某某幾個(gè)客戶合作了很多年。
4.支付方式上面：分析客戶要求做90天信用證，說明兩個(gè)問題，一是第一次合作的安全性，二是客戶資金的周轉(zhuǎn)問題。 征對(duì)第一點(diǎn)的安全性我回復(fù)我們企業(yè)的歷史榮譽(yù)，客戶群體等。就是說明可靠性！名譽(yù)度！美譽(yù)度！ 征對(duì)第二點(diǎn)的資金問題，可以聲明企業(yè)跟別的客戶做的支付方式是什么，考慮到第一次合作等等，可以給客戶做什么支付方式。這點(diǎn)就要根據(jù)企業(yè)自身?xiàng)l件來回復(fù)。比如你可以說跟別的客戶都是50%預(yù)付，50%發(fā)貨前付清，但其實(shí)你們一直做的是30%預(yù)付，余款見提單復(fù)印件。?？紤]種種可以跟他做50%預(yù)付，50%見提單復(fù)印件。再繼續(xù)一步一步慢慢談，30%，20%預(yù)付，余款發(fā)貨前等等。同時(shí)說明信用證的不便或者做信用證要多付500刀，不做可以優(yōu)惠多少（不排除有部分客戶知曉信用證這一點(diǎn)，提成這付款方式就是為了得到些許的讓利） 只要客戶有誠意，什么都可以談，需要的只是耐心回復(fù)和動(dòng)腦分析。
5.每個(gè)業(yè)務(wù)階段和心情都會(huì)影響回信的語言。最近常打給老外電話，偏愛用感情色情的句子來即時(shí)想出來作為結(jié)尾。比起之前固定格式的高語法的詞句結(jié)尾，效果會(huì)好很多。
dear Z,
nice to see you mail back.
---------I have got you wanted four samples,two for each,It is fine and they are free for you ,
while the freight charge by DHL should be paid by your company .I have calculated ,it wii be around 320USD, It is much. Do you have the DHL account?
---------It can not be such low price for our factory's 產(chǎn)品 with its quality,as yours 1A- $7.1 ,2B- $8.4 ,
The best offer for one 40HQ,even ten 40HQs, is 1A- $7.9, 2B - $9, AND as you required changing the color box and your wanting language,the price for each will increase 0.7usd.
we all use the raw PPmaterial and we sell as my factory's fame ,we will return and pay if the products with the quality problem when the customer receives.
we do not like some factories doing one-time business and selling just by quite poor material called cheap item,from 5USD-7USD.
I also believe our products with competitive price and good quality.My factory has been doing such business for dozen years and We have exported for several years for this item .
May you consider this.
------------The shape of the two kinds are different,1A is bigger,but the 2B is better in function. IF you want make them mixed,The container can hold between1400-1500pcs,which depends the amount you want for each.
--------About the payment,we are a resonable factory,you can check my factory and find we do Alibaba gold supplier for 產(chǎn)品 ranking 3rd for 6 years.We also do global sources for 2 years,we estblished for 17years.
we always do as T/T 30% deposit in advance,T/T 70% to be paid before shipment ,
Since it may be our first cooperation, we csan do as the terms:T/T 30% deposit in advance,T/T 70% to be paid seeing the copy of BL.it is not so much amount.
Sorry that my factory do not receive the IRREVOCABLE L/C with 90 days ,it takes too long time and complexed .
The opinions of mine has been showed,pls kindly tell me yours if possible.Awaiting here.
Any questions,do not hesitate to contact me,I will answer in my first time.
thanks and best regards
d但，回這封之后，兩天都沒有回應(yīng)。。
于是追加一封。
Dear Z,
Hope you are fine, my friend.
It is regret that I haven't receive any information from your side.any opinions,Pls kindly tell me if possible.
May I have your idea about our offer? We will try to satisfy you upon receipt of your reply. As we don't want to lost a good customer like you!If there is anything we can do for you, we shall be more than pleased to do so. Hope we can build good cooperation with you.
thanks and best regards
d于是客戶回復(fù)了。說要樣品后決定下單，卻不提運(yùn)費(fèi)。
Dear D,
please, send as soon is possible the samples, as we wrote send 2 samples of every product by DHL.
We need to see the samples and to decide definitely.
Best regards,
Z 看出他們是不想付運(yùn)費(fèi)了。我回信重聲了公司樣品政策。并附上報(bào)價(jià)單圖片。另外，自己去拍產(chǎn)品細(xì)節(jié)圖片給客戶，這樣就可以很直觀地明朗產(chǎn)品。
隔天還是沒有回復(fù)。于是查了一下時(shí)差。當(dāng)日晚上九點(diǎn)左右考慮后打電話過去?？谡Z自己還是不怎么樣，雙方理解起來都有點(diǎn)含糊。 電話營銷的效果是很不錯(cuò)的。上次看財(cái)經(jīng)調(diào)查保險(xiǎn)公司人員的訂單的70%來源于電話營銷。連續(xù)打兩天也許才約到一個(gè)客戶。做業(yè)務(wù)的道理都是通的。
第二天上班打開郵箱，收到客戶郵件：
說明又更深一步的意向和問題。拖長跟稍微意向型客戶的深入交流時(shí)間周期和得到大量產(chǎn)品問題詢問這就證明有一半機(jī)會(huì)可以拿下訂單。客戶時(shí)間很寶貴，我自己的時(shí)間很充裕。
Dear D,
in this moment we define the order, we will send it during this day, I think we will take ? HQ 40 and ? HQ 40 of both models,
pictures – we need fotos in good quality for both models (1 and 2), for catalog, internet, e-shop etc. So, please send to us fotos of all product + reserve, foto top down and fotos from packing (from bouth packing),
we will define the color,
please, confrm – the reserve mop is in the packing, of course for the same price,
we will take bouth models in the green packing, the cheaper model will be in green color, the more expesive model in orange color.
Also, we need to know if you can give our logo (brand) on the packing? Is it for the same price?
We are waiting your answer.
Best regards,
Z回復(fù)后終得到客戶下單郵件，還未成功還需努力，需要細(xì)節(jié)商洽。
Dear D,
we are sending our first order:
1 model 1 A
price: USD 7,7 - we need this price to be competitive and turn the goods all the time
quantity: 750 pcs.
2.model 2 B
price: USD 8,75 - we need this price to be competitive and turn the goods all the time
quantity: cca 700 pcs. – to compete the container
We agree with price USD 4.300,- parity DDU Praque
Address: KunraticeCzech Republic
Container: 40" HQ
We want your boxes, we like your packing! We just want to change the logo on box. Please, don′t change the price because of it. It also big plus for the beginning of our cooperation.
Our logo is Igollw
Also, please send to us service instructions, we must translate them.
Payment: 30% immediately
70% when the goods arrive to Praque
Please, confirm all conditions.
Best regards,
Z這封就是在價(jià)格和支付方式上面的主要矛盾。最難搞的地方。他好像對(duì)之前的說明視而不見。
好了，開始沖刺階段了。適當(dāng)?shù)泥]件解答回復(fù)后，還是覺得電話更實(shí)用又感情和直觀，于是下班之后多呆一段時(shí)間等他們九點(diǎn)左右打他電話,連續(xù)打了幾天，后面打過去我一開口may i speak to Mr Z，總機(jī)的小姐就拖著長長的捷克音說出我的名字D..
Dear D,
it was nice to speak with you by the phone.
As we said:
we are in Praque, so you will have not extra costs,
cca 4037 USD is o.k.
we will organize the clearing and all costs about customs we will pay,
payment – you are afraid - you will not get the money when goods arrive to Praque. We also can be afraid – if we will pay in advance 30% you will not send the goods.
It si because we don′t know each other!
We suggest: we will pay 50% in advance and 50% when the goods will arrive to Praque on our stock. By this risk will be same for both sides
price – o.k. make a agreement (compromise) – for your price (1A – 7,9$ and 2B - 9$) produce boxes with our text and logo. As we said we like your boxes, we just want our logo and text in our lanquage.
As I told you by the phone it is our first order – container, soon we will order the second one and others...
We are waiting your answer.
Best regards,
Z 由此，又解決了價(jià)格的問題?，F(xiàn)在唯一的分歧就是支付方式。進(jìn)行重點(diǎn)細(xì)致詳盡的公司信用說明和風(fēng)險(xiǎn)說明和重新申明，很多客戶都不會(huì)記得那么多前面的內(nèi)容，有些郵件無法顯示來往信件，有些是客戶特別是貿(mào)易商的話采購訂單很多，不能一一記住。 征對(duì)性地每一封郵件用心進(jìn)行回復(fù)怎么樣客戶看到會(huì)覺得滿意放心，不要管前面有沒有講過。是真實(shí)的信息就按照真實(shí)的說，不是真實(shí)的就自己編。
繼續(xù)沖刺回復(fù)如下：
dear Z,
nice to hear from you and appreciate your promot communication with me.
The freight charge,we give out 4037USD, though it is always changing , also the exchange rate is changing,
For Example as it is 2780USD+950EUR last days ,and these days it changes to 2800USD+1100EUR, and it is increasing on the European Line.
Course we have dealt with you and we can do as we said the price 4037usd, Please note my factory will take the freight charge risk in . actually my company will pay 100-500usd freight charge for the order if it does not
We will contact the forwarder to transport the goods to Praque.
3.Still the payment question. You would like to pay 50% in advance rather than 30% ,and pay the balance after goods arrive.
I do think paying 50% in advance will be more dangerous than 30% for your side. do you think so?
I think you have also imported lots and will know paying the blance by seeing the Bill of Lading is safe ,Since we can only have the bill of lading after the goods in the ship and the ship have set up,the goods can only be got in the destination by you. Youself can also arrange the forwarder.
my factory has been the gold suppier rankig 3rd in Alibaba for 6 years,and 2 years in Global resources,and we do global trade for dozen years,pls chenck it.
We usually do as 30% in advance,and 70% paid before the shipment. While it is our first cooperation,we can do 30% in advance,and 70% paid by seeing the bill of lading for you.
4.About the price.we have dealt with the price (1A – 7,9$ and 2B - 9$), And we can make 0.6usd for you Just Plus 900USD for your HQ container.it is not so much.pls consider it.
Hope you will understand us we appreciate the communication and exchange the considerations.Any quetions and thinkings，just tell me.
thanks and beat regards
D 同時(shí)，仍然在他們的早上上班時(shí)間，我們的六點(diǎn)pm給他電話，交談，打了幾個(gè)電話了。開朗客氣的一個(gè)老外，開始聊天氣和他最近狀況。 沒事國際電話費(fèi)老板不要錢。
功夫不負(fù)有心人。
Dear D,
1. to have not problem with transport′s costs we will try to ensure our transport from Praque, on this way we will get away from any changes with transport′s price,
2. payment – we will pay 30% in advance and 70% when we will see the bill of lading, when we will pay it you will send to us original documents by DHL, TNT etc. to take up the goods,
we suppose our forwarder will be A. HARTRODT
He will contact you about stand up the container in your factory. The costs until puting the goods on a ship is yours. (arrange it directly with our farwarder).
3. price
1A - 7,9$ with our service instructions and our glued declaration on the box (your box)
2B - 9$ with our service instructions and our glued declaration on the box (your box)
4. delivery term – we note that you didn′t write in any e-mail how many days you need for producing. We are waiting your answer, so we can plan the container. For us is perfect time between 10 - 15 January.
5. boxes – send to us please your box so we can translate texts for the future,
6. pictures – we need pictures for both product in good resolution for catalogs, banners etc. (we wrote you about it),
7. we must have service instructions by our law, so please send it in English, or maybe you also have in Polish, we will send it back and you will print them and you will give them into the box. Print them on normal white paper black/white, format A4 or A5.
8. 1A model will be in green color in green box + reserve
9. 2B model will be in orange color in green box + reserve
10. also, we would like to know price for reserve mop. Please, send to us few mechanisms for both models, we will need them for settlement of a claim (15 + 15 mechanisms). We calculate we can have 2% of defect, we hope it will not be.
Best regards,
Z
從客戶開始提出的做遠(yuǎn)期90天信用證和超低價(jià)格慢慢地讓他回歸到自己的價(jià)格軌道和付款方式上面。新客戶的一個(gè)高柜拿下。
至此告一段落。
業(yè)務(wù)就是做生意。
動(dòng)腦是很重要的一個(gè)東西
學(xué)習(xí)，謝謝,本人外貿(mào)兩月了還見個(gè)單影
It's?so great!
頂。。。?
外貿(mào)貨物（不論是什么物品）快遞，空運(yùn) 請(qǐng)加索取價(jià)格表 保證全中國最低價(jià)格 服務(wù)最好
有給了我們這些后輩一些很值得借鑒的寶貴經(jīng)驗(yàn)。
謝謝。
其他行業(yè)就不會(huì)有這么好的事情了
是樓主的精神打動(dòng)了客戶，尤其那一通通電話，很厲害！
經(jīng)典分享，受用了，謝謝。。
好詳細(xì)?。≈x謝樓主分享
是真不錯(cuò)呀，支持。。
這個(gè)文章絕對(duì)是經(jīng)典，太有造詣了。謝謝。
