外貿(mào)人寫開發(fā)信是每日必要日常工作，其實(shí)我也不喜歡稱之為工作，因?yàn)榘验_發(fā)信當(dāng)成自己的日常流程來寫，就想吃飯睡覺，才會(huì)顯得不那么累，加上工作兩個(gè)字，就難免會(huì)變成抱怨的借口了。連Andy大神都每天誠誠懇懇地寫開發(fā)，我們還有什么理由不寫呢？！
我們的開發(fā)信的一般格式；
To：Mr. XXXX, Purchasing Manager,(just for your reference )
IBM( company name)
Add: (mailing address)
Tel: (don’t tell me you don’t know your prospect’s tell if you are a sales)
Fax: (ditto)
Mobile: (ditto)
Others: (ditto)
Your signature
這是比較正規(guī)規(guī)范的一個(gè)格式，其實(shí)這種格式也是比較能讓客戶一目了然的，開發(fā)信不外乎就是要引起客戶的共鳴，把自己想要表達(dá)的東西表達(dá)清楚就可以了，不要過多增加無畏的修飾，這是比較忌諱的。
格式說完我們來說下開發(fā)信的原則，開發(fā)信跟我們?nèi)艘粯樱彩怯性瓌t的，只有你認(rèn)真寫開發(fā)信，客戶才會(huì)感受到來自于你的尊重，敷衍的開發(fā)信客戶一眼就看得出，甚至看不會(huì)看，那么你這封開發(fā)信就沒有意義了~
七大原則：
一、Courtesy 禮貌
語言要有禮且謙虛，及時(shí)地回信也是禮貌的表現(xiàn)。
例如：
We have
received with many thanks your letter of 20 May, and we take the pleasure of
sending you our latest catalog. We wish to draw your attention to a special
offer which we have made in it.
You will be particularly interested in
a special offer on page 5 of the latest catalog enclosed, which you requested in
your letter of 20 May.
二、Consideration
體諒
寫信時(shí)要處處從對(duì)方的角度去考慮有什么需求，而不是從自身出發(fā)，語氣上更尊重對(duì)方。
例如：
“You
earn 2 percent discount when you pay cash. We will send you the brochure next
month. ”就比 “We allow 2 percent discount for cash payment. We won't be able to
send you the brochure this month.” 要好。
三、Completeness
完整
一封商業(yè)信函應(yīng)概況了各項(xiàng)必需的事項(xiàng)，如邀請(qǐng)信應(yīng)說明時(shí)間、地點(diǎn)等，確忌寄出含糊不清的信件。
四、Clarity
清楚
意思表達(dá)明確，要注意：
(一)避免用詞錯(cuò)誤：
例如：As to the steamers
sailing from Hong Kong to San Francisco, we have bimonthly direct
services.
此處bimonthly有歧義：可以是twice a month 或者once two
month.故讀信者就迷惑了，可以改寫為：
1.We have two direct sailings every month from
Hong Kong to San Francisco.
2.We have semimonthly direct sailing from
Hong Kong to San Francisco.
3.We have a direct sailing from Hong Kong
to San Francisco.
(二)注意詞語所放的位置：
例如：
1. We shall be
able to supply 10 cases of the item only.
2. We shall be able to supply
10 cases only of the
item.
前者則有兩種商品以上的含義。
(三)注意句子的結(jié)構(gòu)：
例如：
1.We
sent you 5 samples yesterday of the goods which you requested in your letter of
May 20 by air.
2.We sent you, by air, 5 samples of the goods which you
requested in your letter of May 20.
五、Conciseness
簡潔
(一)避免廢話連篇：
例如：
1.We wish to acknowledge receipt of
your letter...可改為：We appreciate your letter...
2.Enclosed herewith
please find two copies of...可改為: We enclose two copies
of...
(二)避免不必要的重復(fù)：
(三)短句、單詞的運(yùn)用：
Enclosed
herewith----->enclosed
at this time----->now
due to the
fact that----->because
a draft in the amount of $1000----->a
draft for $1000
六、Concreteness 具體
七、Correctness 正確
開發(fā)信確實(shí)十分重要，好文章關(guān)注收藏了！
