隨著廣交會(huì)的結(jié)束，大家都開(kāi)始著手聯(lián)系展會(huì)上結(jié)交的客戶(hù)，但是相信很多人都發(fā)現(xiàn)，費(fèi)了很大勁找到的潛在優(yōu)質(zhì)客戶(hù)，一報(bào)完價(jià)就直接失蹤，無(wú)跡可尋。
今天咱們就這個(gè)問(wèn)題聊聊解決的方法。
1. 客戶(hù)忙碌中
大部分的客戶(hù)也都是剛結(jié)束展會(huì)的行程，回國(guó)后小憩幾日倒倒時(shí)差，再處理出差期間積壓的一些事務(wù)，因此暫時(shí)無(wú)法及時(shí)回復(fù)你的聯(lián)系。
推薦的處理辦法
若是重點(diǎn)客戶(hù)，大家可以編輯包含客戶(hù)所表現(xiàn)出感興趣或意向度高的產(chǎn)品相關(guān)詳細(xì)介紹、產(chǎn)品亮點(diǎn)的圖文資料以及具體的報(bào)價(jià)單，內(nèi)容可詳盡但杜絕冗長(zhǎng)，盡快發(fā)送給客戶(hù)。
模板參考
Dear **,
I hope this message finds you well. I am **（姓名） from **（企業(yè)） and we had the pleasure of meeting at **. (提及展會(huì)，幫助喚醒客戶(hù)記憶)
Regarding your inquiry about the ** (產(chǎn)品), I have attached our detailed quotation below. Please review it and let me know if you have any questions.
We pride ourselves on adhering strictly to FDA GRAS regulations in the production of all our products, ensuring their quality and safety. (強(qiáng)調(diào)產(chǎn)品亮點(diǎn))
In addition, I noticed on your company's website that your stores are located along the east coast of the US. We have an existing partnership with a US customer, *** (品牌背書(shū)), who placed a significant order for Christmas napkin sets, along with paper plates and mugs. I would be happy to share photos and quotes from this order with you for reference. (主動(dòng)要求提供背書(shū)圖片，增強(qiáng)信任)
Please feel free to contact me if you have any further questions or would like to request samples. （可以寄樣）We are committed to providing you with the best possible service.
Thank you for considering our products. I look forward to your response.
Warm regards,
**
2.非KP
他可能僅是采購(gòu)員，需向上級(jí)領(lǐng)導(dǎo)匯報(bào)工作情況，選擇和采購(gòu)決定權(quán)由上級(jí)決策。因此，如果你持續(xù)對(duì)他施加壓力，他可能會(huì)因?yàn)樾枰獏f(xié)調(diào)多個(gè)方面而只能回復(fù)“等”字。過(guò)度逼迫他可能會(huì)引發(fā)他的煩躁情緒，這可能導(dǎo)致他不再積極回應(yīng)你，甚至將你列入不再聯(lián)系的名單。
推薦的處理辦法
首先，構(gòu)建與采購(gòu)團(tuán)隊(duì)的溝通橋梁至關(guān)重要。在非正式交流中，我們可以自然地引入一些輕松的日常話(huà)題，以此作為破冰點(diǎn)，隨后逐漸轉(zhuǎn)向業(yè)務(wù)層面。通過(guò)深入了解公司在供應(yīng)商選擇過(guò)程中可能遇到的疑慮和考量，我們能夠?yàn)樗麄兲峁└哚槍?duì)性和策略性的建議，幫助他們識(shí)別問(wèn)題并找到雙贏的供應(yīng)解決方案。
作為新手，應(yīng)避免直接推銷(xiāo)的方式，因?yàn)槿魧?duì)方并非負(fù)責(zé)采購(gòu)的人員，推銷(xiāo)會(huì)引起對(duì)方的反感，導(dǎo)致溝通無(wú)法繼續(xù)。
所以我們要明確發(fā)郵件的目的，獲取決策人的聯(lián)系方式，郵件內(nèi)容禮貌地闡述我們的意圖，避免使用過(guò)于夸大或空洞的言辭，應(yīng)簡(jiǎn)潔明了。
此外，我們自己也可以積極尋找并獲取關(guān)鍵KP的聯(lián)系方式?？梢越柚鷮?zhuān)業(yè)的平臺(tái)或工具，如易之家GPM，我們可以獲取CEO、高管等關(guān)鍵人物的詳細(xì)信息，包括企業(yè)和個(gè)人的email、電話(huà)、Whatsapp、LinkedIn、Facebook 等聯(lián)系方式?？梢宰屇阒苯诱业疥P(guān)鍵KP并建立有效聯(lián)系，避免中間環(huán)節(jié)的干擾，提高溝通效率。
易之家GPM聯(lián)系人挖掘
模板參考
已知聯(lián)系人，不知聯(lián)系方式
Subject: Inquiry Regarding Mr. XXXX's Email Address
Dear Sophia,
I hope this message finds you well.
I was wondering if you could kindly provide me with Mr. XXXX's email address. I have a matter that requires urgent communication with him, and your assistance in this matter would be greatly appreciated.
Thank you for considering my request and I look forward to your prompt response.
Best regards,
[Your Name]
不知聯(lián)系人和聯(lián)系方式
Subject: Inquiry Regarding Potential Cost Savings for Product XXXXX
Dear Mary,
I hope this message finds you well.
I am writing to introduce our company as a qualified supplier for XXX Company. We specialize in providing products similar to XXXXX and believe that we can help your team achieve cost savings of at least 15% on your current purchasing costs for this product.
In order to further evaluate this opportunity, we would like to know who the appropriate contact person would be within your organization. Your guidance in identifying the right individual would be greatly appreciated.
Thank you for considering our offer, and I hope to hear from you soon.
Best regards,
[Your Name]
3.報(bào)價(jià)客戶(hù)不認(rèn)可
你提供的報(bào)價(jià)與客戶(hù)的預(yù)期存在顯著差距，且即使經(jīng)過(guò)溝通，我們的報(bào)價(jià)仍遠(yuǎn)超過(guò)客戶(hù)的預(yù)算目標(biāo)。鑒于雙方難以在價(jià)格上達(dá)成一致，客戶(hù)決定不再將時(shí)間和精力投入在與你的合作上，而是轉(zhuǎn)向其他潛在的供應(yīng)商。
推薦的處理辦法
制定初始報(bào)價(jià)時(shí)，合理性是至關(guān)重要的。大家首先可以利用海關(guān)數(shù)據(jù)，分析目標(biāo)客戶(hù)是否有豐富的進(jìn)出口過(guò)往，以及他們過(guò)去的主要供應(yīng)商是誰(shuí)、來(lái)自哪些國(guó)家地區(qū)。研究評(píng)估客戶(hù)的年采購(gòu)體量，在掌握信息的基礎(chǔ)上，制定一個(gè)更為精準(zhǔn)且貼近市場(chǎng)實(shí)際情況的報(bào)價(jià)策略，這不僅有助于我們更好地滿(mǎn)足客戶(hù)的期望，還能顯著提升成交的可能性。
海關(guān)數(shù)據(jù)詳情
采購(gòu)商情況分析
4.只是了解市場(chǎng)行情的客戶(hù)
客戶(hù)此次參展的主要目的在于初步了解該產(chǎn)品的市場(chǎng)狀況，而并非立即購(gòu)買(mǎi)的明確意向。他們目前正處于為幾年后項(xiàng)目的前期準(zhǔn)備階段，因此，無(wú)論我們?nèi)绾未叽伲捎陧?xiàng)目仍處于非常初級(jí)的階段，客戶(hù)暫時(shí)無(wú)法給出具體的決策結(jié)果。
推薦的處理辦法
雖然客戶(hù)可能無(wú)法立即給出具體的決策結(jié)果，但我們可以通過(guò)定期的聯(lián)系來(lái)保持緊密的溝通。例如，每季度或每半年與客戶(hù)進(jìn)行一次交流，了解項(xiàng)目的最新進(jìn)展以及潛在的需求變化。這樣的溝通方式能在項(xiàng)目逐漸成熟并進(jìn)入具體實(shí)施階段時(shí)，讓我們成為客戶(hù)首選的合作伙伴。
模板參考
Dear **,
It was a pleasure meeting you at the Canton Fair!
We pride ourselves in being experts in the manufacturing of **. Currently, we offer a diverse range of products, including Product A, Product B, and Product C.
If you have any interest in our offerings, please do not hesitate to reach out to us. We would be delighted to discuss them further. Your prompt response would be greatly valued.
Looking forward to hearing from you soon.
Best regards,
XXXX
5.比價(jià)客戶(hù)
通常情況下，這些客戶(hù)是有長(zhǎng)期穩(wěn)定的合作供應(yīng)商的。他們尋求報(bào)價(jià)的目的并非是為了更換供應(yīng)商，而是希望通過(guò)引入競(jìng)爭(zhēng)機(jī)制，利用市場(chǎng)比價(jià)來(lái)與現(xiàn)有供應(yīng)商進(jìn)行更有效的議價(jià)，確保自己在價(jià)格談判中不會(huì)處于被動(dòng)地位，從而避免受到現(xiàn)有供應(yīng)商的單方面控制。
推薦的處理辦法
面對(duì)這類(lèi)成熟的客戶(hù)，想要吸引他們轉(zhuǎn)換供應(yīng)商確實(shí)是一件難事。為了獲得對(duì)方的關(guān)注，首要任務(wù)是提供一份具有競(jìng)爭(zhēng)力的報(bào)價(jià)，但這只是開(kāi)始。深入了解客戶(hù)的背景、需求、現(xiàn)有合作伙伴情況至關(guān)重要。
例如，當(dāng)客戶(hù)來(lái)詢(xún)求報(bào)價(jià)時(shí)，你是否了解了以下信息：
a.客戶(hù)對(duì)這類(lèi)產(chǎn)品的具體需求是什么？他們的應(yīng)用場(chǎng)景、品質(zhì)要求以及采購(gòu)頻率等。
b.客戶(hù)如何進(jìn)行該產(chǎn)品的銷(xiāo)售？了解他們的市場(chǎng)策略和銷(xiāo)售渠道。
c.客戶(hù)過(guò)往的采購(gòu)價(jià)格范圍是多少？這有助于我們更準(zhǔn)確地制定報(bào)價(jià)策略。
d.客戶(hù)現(xiàn)有的供應(yīng)商是否具備提供同等產(chǎn)品的能力？我們需要評(píng)估自己的產(chǎn)品和服務(wù)是否能超越現(xiàn)有供應(yīng)商。
如果這類(lèi)產(chǎn)品屬于客戶(hù)的常規(guī)采購(gòu)，那么他們很可能已經(jīng)擁有穩(wěn)定的供應(yīng)渠道。在這種情況下，我們需要思考如何提供更具吸引力的價(jià)值，讓客戶(hù)愿意嘗試與我們合作。
如果客戶(hù)詢(xún)問(wèn)的是新產(chǎn)品，且他們現(xiàn)有的供應(yīng)商無(wú)法在短期內(nèi)提供，我們需要評(píng)估這是否是市場(chǎng)新品，以及是否需要我們協(xié)助客戶(hù)進(jìn)行市場(chǎng)推廣。如果是客戶(hù)首次采購(gòu)的新品，我們則需要迅速幫助他們了解并接受這一產(chǎn)品，以便順利進(jìn)入市場(chǎng)。
業(yè)務(wù)開(kāi)展并非簡(jiǎn)單的詢(xún)盤(pán)、報(bào)價(jià)、寄樣等操作，它需要我們具備深度的市場(chǎng)洞察力和精準(zhǔn)的執(zhí)行能力。
這里可以借助易之家GPM來(lái)對(duì)客戶(hù)目前的情況，以及合作伙伴的情況做充分的了解。
易之家GPM采購(gòu)商交易記錄
易之家GPM采購(gòu)商貿(mào)易伙伴信息
易之家GPM采購(gòu)商各維度分析報(bào)告
模板參考
Dear **,
I hope this message finds you well. This is [姓名] from [企業(yè)]. I wanted to follow up on our recent meeting at [展會(huì)] where you expressed interest in our [產(chǎn)品].
Thank you for considering our products. I have attached our comprehensive product catalog for your perusal. It includes detailed information about our capabilities and some of our most popular products.
Moreover, we offer customized services tailored to meet your specific needs. If you require any further assistance or customization, please do not hesitate to let us know.
We are eager to work with you and will proceed accordingly once we receive your response.
Looking forward to a favorable outcome.
Best regards,
[姓名]
[企業(yè)]
6.中間商客戶(hù)
作為一名中間商，目前尚未與其終端客戶(hù)確立穩(wěn)定的合作關(guān)系。因此，在終端客戶(hù)關(guān)系尚未明確之前，他暫時(shí)無(wú)法向您下達(dá)采購(gòu)訂單。值得注意的是，他的終端客戶(hù)可能在權(quán)衡多個(gè)服務(wù)提供者，而這些服務(wù)提供者又可能各自與不同的供應(yīng)商有所聯(lián)系。在這種情況下，客戶(hù)的決策過(guò)程將涉及多層次的評(píng)估，直至最終確定最合適的服務(wù)和供應(yīng)方案。
推薦的處理辦法
針對(duì)這種客戶(hù)，我們可以采取一些創(chuàng)新的策略來(lái)加強(qiáng)合作機(jī)會(huì)。首先，鑒于訂單量可能較大，我們應(yīng)當(dāng)深入了解終端客戶(hù)所在區(qū)域，并研究該區(qū)域的整體采購(gòu)情況。
在網(wǎng)絡(luò)推廣方面，我們可以?xún)?yōu)先在付費(fèi)廣告平臺(tái)上進(jìn)行投放，以提高產(chǎn)品的曝光度和知名度。同時(shí)，充分利用社交媒體平臺(tái)，積極發(fā)布關(guān)于產(chǎn)品生產(chǎn)進(jìn)度、亮點(diǎn)以及行業(yè)動(dòng)態(tài)的內(nèi)容，吸引潛在客戶(hù)的關(guān)注和興趣。
通過(guò)這些綜合性的策略，我們將增加被客戶(hù)主動(dòng)聯(lián)系的機(jī)會(huì)，提高合作的可能性，從而為贏得這位重要客戶(hù)創(chuàng)造有利條件。
7. 你不了解客戶(hù)國(guó)家的砍價(jià)方式
針對(duì)中東、非洲、南亞等地區(qū)的客戶(hù)，他們往往傾向于進(jìn)行大幅度的價(jià)格談判，并可能使用各種理由來(lái)壓價(jià)，甚至采用威脅手段。面對(duì)這類(lèi)客戶(hù)時(shí)，重要的是保持耐心和堅(jiān)定。我們需要用事實(shí)、數(shù)據(jù)以及產(chǎn)品的獨(dú)特價(jià)值來(lái)支撐我們的報(bào)價(jià)，同時(shí)，可以適當(dāng)?shù)靥峁┮恍﹥?yōu)惠或贈(zèng)品，讓客戶(hù)感到他們得到了額外的價(jià)值，從而在心理上更容易接受我們的價(jià)格。
而歐美、日韓等地區(qū)的客戶(hù)則通常更加理性和專(zhuān)業(yè)。他們會(huì)根據(jù)市場(chǎng)行情、產(chǎn)品質(zhì)量以及品牌聲譽(yù)來(lái)評(píng)估我們的報(bào)價(jià)。這些客戶(hù)尊重我們的專(zhuān)業(yè)度，但也會(huì)通過(guò)談判來(lái)爭(zhēng)取更有利的條件。因此，在與這類(lèi)客戶(hù)打交道時(shí)，我們需要保持誠(chéng)信和專(zhuān)業(yè)。不應(yīng)隨意變動(dòng)價(jià)格，而應(yīng)通過(guò)提供高質(zhì)量的證書(shū)、樣品以及優(yōu)質(zhì)的售后服務(wù)來(lái)展示我們的產(chǎn)品價(jià)值。這樣，客戶(hù)會(huì)感到安全和放心，從而更愿意與我們建立長(zhǎng)期合作關(guān)系。
參考模板
通過(guò)降低成本為方向切入（主要針對(duì)中東、非洲、南亞等地區(qū)的客戶(hù)）
Hi ***,
Good morning!
I hope this message finds you well. This is [姓名] from [企業(yè)]. I recall our recent encounter at [展會(huì)] where you expressed interest in our [產(chǎn)品].
We are proud to be a trusted vendor for esteemed clients such as [第一個(gè)大客戶(hù)的名字] and [第二個(gè)大客戶(hù)的名字], both of whom operate in a similar industry as your own. Today, I'm excited to share with you how we can help cut your costs for [具體產(chǎn)品] by a significant 20%. This is due to our recent breakthroughs in the production process.
Rest assured, this cost reduction will not compromise the quality of our products. We adhere to strict quality standards, having obtained ISO9001 certification, and our products have passed the UPC certificate.
I'd like to know which products you are currently purchasing. Would it be possible for me to provide you with a customized offer based on those items, so you can compare and evaluate?
Looking forward to your positive response.
Best regards,
[姓名]
[企業(yè)]
以專(zhuān)業(yè)解決問(wèn)題為主要方向切入（針對(duì)歐美、日韓等地區(qū)的客戶(hù)）
Hi***,
Good morning!
I hope this message finds you well. This is [姓名] from [企業(yè)]. I noticed your interest in our [產(chǎn)品] at [展會(huì)] several days ago.
During a recent visit to your website, I came across your customers' feedback regarding your [產(chǎn)品XXXX]. It seems that a significant number of your customers (390 remarks online) have expressed a need for [陳述一下客戶(hù)潛在的問(wèn)題].
I'm pleased to share that we have successfully addressed this issue for over 20 customers. [描述一下細(xì)節(jié)，給點(diǎn)具體的信息。不要太詳細(xì)，留個(gè)伏筆，下次再聯(lián)系他]
A brief introduction to [企業(yè)]: We have vast experience catering to customers in similar industries, including [第一個(gè)大客戶(hù)的名字] and [第二個(gè)大客戶(hù)的名字]. Our commitment to quality is evident in our ISO9001 certification, and our products have successfully attained the UPC certificate. We are confident in our abilities to be a dependable supplier for your needs.
Would you be open to a more detailed discussion on how we can assist you in addressing this challenge? Upon your consent, I would be happy to send you further information.
Thank you for considering [企業(yè)]. I look forward to your response.
Best regards,
[姓名]
[企業(yè)]
