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标题: 主动跟新买家建立联系,开发信解剖
amandalz
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主动跟新买家建立联系,开发信解剖

Sample Sales Letters
The first step in writing a sales letter is to get a list of addresses of prospective buyers.

The second step is to send each of the buyers on your list a sales letter. The sales letter that you send represents your company. If it looks good, you look good. if it looks bad, you look bad. If there are mistakes in the letter the quality of your product is questioned. Effective sales letters generally have four paragraphs and are arranged in the following manner.

Paragraph One: Attracting Attention
The first sentence must get the reader's attention. Asking a question in which the answer is guaranteed to be "yes" is a good way to start. "Would you like to improve your life?" The opening paragraph, in fact the first sentence, should excite curiosity or attract the attention in some way that will make the reader continue to read the letter.
The most difficult paragraph to write in a sales letter is the first one. You have just a few seconds to get the reader's attention.

Would you like to see your factory's production increase by 15% or more?
Wouldn't you prefer to have your wedding pictures taken by the leader in the field?

Another way to start a sales letter is to write a sentence that will surprise or shock the reader.
In 1996 we helped over 250 small businesses like yours to increase their productivity.
Since 1991 we have grown from a small printing company to one of the largest publishing houses in the city.
If you are contacting the customer for the first time or if your company is unknown, you might start with a general introduction of yourself.

Example A:
Alfred's Textile Marketing Co. Ltd. is a leading Russian manufacturer and exporter of socks and hosiery. The range of our product line, good quality, and competitive prices have made us one of the fastest growing companies of its kind in Russia.

Example B:
Floppy Textile Buying Agency, established in 1987, is one of the fastest growing agents in India. We currently represent a number of major European importers, such as Fe Fe LaMew Mail Order of France and others.

Other Examples:
The ABC Trading Company was founded in 1986 to serve the construction industry in New York state. Since then we have expanded our market year by year to where we now have customers in 12 countries around the world.
Paragraph Two: Building Interest and Desire
The second paragraph must convince the reader of the value of the product. When you have succeeded in getting the reader's attention, you must hold that attention. The best way to hold it is to build interest by describing your product so that the reader can virtually experience it. Use colorful, descriptive words.

In paragraph two you must show the reader that he/she either
- needs your product (a car)
- could use your product (an easier inventory system)
- should not be without your product (insurance)
OR - would benefit from your product (a new line of clothes he/she could sell)

Sentence by sentence you lead the reader through your sales pitch. If he closes his eyes he can see that new car, going home earlier because of his new inventory system, the comfort of having insurance, and increased sells because of the new line of clothes.

Example A:
Located in Moscow, we produce a wide variety of socks and hosiery items in a cotton-woolen-nylon blend for men, women, and children. These socks are of good quality, are popular with customers, and sell well. Our total production averages 10 million pairs per year, 70% for export and 30% for the domestic market.

Example B:
We are happy to announce that we are now offering this same service to American import companies like yours. From our office in New Deli, the heart of low cost and good quality ready- to-wear garments, we can supply your company with whatever kind of apparel you would like.

Paragraph Three: Convincing the Reader
If you have done your work well to this point, the reader is already interested and is partially convinced. You must convince readers that it is to their advantage to buy your product or use your service.
If the reader has read your letter to this point then he/she is interested in your product. Paragraph three convinces him/her to buy it. It is here that you show what buying your product would mean to the reader.

Example B:
The wide range of Indian export companies that we work with insure you of getting just the items that you are looking for. Whether it be baby wear, children's wear, ladies and men's outer and underwear, leather wear, socks, belts, bags, shoes, or household items such as bed linen, towels, bathrobes, or table clothes we can make sure that you get the quantity you need at the best possible price. And our staff of quality controllers insure that the garments are well made.

Other Examples:
The machine that we sell is called the Safehouse. It turns the lights on at your house at night when you're coming home. And you can reverse the process when you leave, turning off the lights when you have locked the door, gone down the steps, and left the yard. Amazingly, the Safehouse weighs only 150 grams and fits easily in your pocket or purse.

Paragraph Four: Directing Favorable Action
You have now reached the point where if your letter was successful, you must move the reader to act. The fourth paragraph must tell the reader what to do to get the product. Tell the reader exactly what you what him/her to do and make it easy to do. The desired action is go to your web site to get more information and, hopefully contact you for specifics or to place an order. Even the most highly motivated and excited customer will not act if the action you are requesting is too difficult

Example A:
Our company is expanding its market to include the United States and we would like very much to do business with your company. Enclosed is our price list (brochure) describing our wide range of products. I would welcome the opportunity to introduce you to our line socks and hosiery. For more information or to place an order, please visit our web site at www.xxxx.com.

Example B:
If you would like to take advantage of the services that Floppy Textile Buying Agency has to offer your company, please log on to our web site at www.yyyyy.com or contact us by fax at (56/324) 785 48 96. Thank you. We look forward to hearing from you.

Other Examples:
To order, please go to our web site at www.yyyy.com, or fill out the enclosed order form and send it by fax or post to our office in Washington. Before you know it, you will be wearing this beautiful men's business swim suit - and feeling like royalty.

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amandalz
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The Seven Cs of Business Letter Writing:


Effective letter writing boils down to knowing why you are writing a letter, understanding your reader's needs and then clearly writing what you need to say. Every letter should be clear, human, helpful and as friendly as the topic allows. The best letters have a conversational tone and read as if you were talking to your reader. In brief then, discover the Seven-Cs of letter writing. You should be

Clear
Concise
Correct
Courteous
Conversational
Convincing
Complete
When you write a letter, you are trying to convince someone to act or react in a positive way. Your reader will respond quickly only if your meaning is crystal clear.

Put yourself in the reader’s shoes and write in a friendly and helpful tone. Don't represent your company as one that cannot make a mistake and must always be in the right. Try not to reply in the normal bland and defensive way of organizations—write a sincere and helpful letter.

Show you are interested in the reader’s circumstances. If he or she has mentioned something personal in the letter, refer to it in your reply. This builds a bridge between you and the reader. Read the original letter carefully and see if there is something you can put in your letter to show your interest.

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steven077
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thank you for share

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amandalz
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thank you for reply!

外贸常见问答

1、问:想知道网络中如何找到比较好的客人?

  每天邮件很多,怎么样才能区分一些值得信任的客人。因为我们每天处理很多邮件,发图片,报价甚至寄样品。对于这些不知道有什么看法?

  “外贸智多星”答:这是一个很好的问题。我们需要对每天的邮件做优先级的排序,特别是新客户的邮件中,有价值,有潜力的客户要第一时间,高质量回复。判断新客户的邮件是否有价值,可以关注他的邮件中是否有这些内容:

客户来自的市场
是否是我们的主要市场,潜力市场,目标市场等
客户提供的信息是否详尽
是否有详细的联系信息
是否有来意的介绍
是否有对自己公司情况的介绍
是否有对求购产品的详细要求
是否提供求购数量 ……

  通过以上细节,再加上和客户平时的沟通,判断客户优先级高低,优先级高的最先处理,从而使我们的工作更高效。

2、问:对一个客户是否要时时去问候一下, 这样做是否有点烦,还是合情合理的?

  当客户在订购产品时,由于不知道自己的生产部有没有具备好这些东西,有时跟客户谈好,可是生产的时候有些东西没有,那怎样的去跟客户面对这个尴尬的问题?那样一种沟通方法比较合理?

  “外贸智多星”答:在给客户回复之前,一定要先把自己内部各个环节打通,不能让自己人扯后退。象您提到的问题,您在给客户回复时,要先跟生产部确认有无问题,生产部准确地答复您没有问题了,您再跟客户确认。

3. 客户是需要经常问候的,否则只有有订单的时候才联系,会显得很功利,问候的办法多种多样,关键要很自然。
、问:如何和客户谈付款方式?如何与客户谈论其它相同产品的供应商?

  “外贸智多星”答:很大的一个问题。付款方式应该是针对客户的规模,客户所在市场,与客户合作的不同阶段,具体合同金额等制定的。

  和客户谈付款方式,首先要心中有数,对我方来说,首选什么付款方式,底线是什么付款方式;对客户来说,什么方式是有可能接受的,什么方式可能是不能接受的。权衡一下,提出一个有可能双方都接受的方案,胜算就比较大。

  如果客户坚持自己提出的,我方实在不能接受,但又非常想跟这个客户合作,那么我方可以考虑是否能在客户关心的其他方面做个小小的让步,以示我们的诚意,再恳请客户在付款方式上支持我们。

  比如笔者会跟客户说,L/C SIGHT是我们在现阶段必须坚持的付款方式,但考虑到跟您的合作,为了补偿您在付款方式上所做的牺牲,我们愿意在价格上再给您进一步的优惠,从原来的USD5.00调整到USD4.98,请理解我们在促进双方合作上所做的努力,并尽快确认。等等。

  客户会觉得我们很有诚意,他也有了台阶下,很多客户这时就会顺水推舟,最后接受。

  关于与客户谈论其他相同产品的供应商,我们要尽可能客观,不要贬低其他供应商。我们可以这样对客户说“您对国内的情况真是了如指掌。这家公司确实很不错,但我们在**方面做的更好些”。肯定你的对手,无形中抬高你的档次和水平,客户会觉得你这家企业很棒,再跟客户谈一下你们的独到之处,客户就会对你更加信赖。

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amandalz
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4.问:客户对样品质量和价格都很满意,但就是不下单,我该怎么跟他继续保持联系?

  联系该客户也有好几个月了,客户对我司产品也有较大的需求,质量和价格都满意,就是迟迟不下单,也电话问过,说马上下单,但就是不下单。我在以后的EMAIL联系中该和客户谈一些什么话题呢? 我认为如果每次都问什么时候下单,客户肯定会烦的,而且EMAIL的频率也不要太紧了。

  “外贸智多星”答:我的体会是:是你的,总是你的,不是你的,再催也不是你的.跟客户要保持联系,经常沟通是对的,但不要给他感觉在催。

  即使客户对样品质量确认了,价格也无异议,不一定就是会下订单的客户。客户有好几种: 确实有需求的,打探行情的,在开拓这个产品的等等。只有客户本身在市场中,又有需求,才会比较快速的下单。如果客户是打探行情的,不是没有下单可能,往往需要你确实比他目前的供应商有明显优势,他才会考虑换采购渠道。至于在市场开拓阶段的客户,期望值不能太高,客户往往也需要比较长的时间。

    我们能做的尽可能配合客户,在联系过程中充分体现我们的实力,优势等等,让我们成为客户下订单的首选供应商。

5.问:找到客户email后如何找到负责人?

  有一个问题我始终不知道怎么处理,找到目标客户的网站很容易,找到email也很容易,可是email通常是客户的总的邮箱,而不是负责进口或者采购经理的email. 怎么样才能让自己的产品介绍信发到负责人的手中呢?有没有什么比较好的办法吗?

  “外贸智多星”答:一般在网上公布的email,都是销售的或不是主要负责人的,因为大家都深受垃圾邮件的侵害,常用邮件地址和自己的手机号一样重要。首先,你给潜在客户发邮件的时候注意标题的使用,不要用有强烈广告含义的词,比如“合作”,“Dear Sir”,“你的公司名”等等,直接用产品名或直接的话题引起客户注意,不要被当作垃圾邮件,如果对方有合作意向,会将你的邮件转发给负责人。否则,即使被负责人收到,也无法达到好的效果。另外,可以选择周末时候,把你的来意跟联系人说清楚也许他能告诉你。因为周末的时候,大家工作心情基本都很好!

问:客户不派船怎么办?

  一个客户合同签了,有关的信用证也开了,价格条款是FOB,但是因价格变化,客户就是不派船,怎么办?

  “外贸智多星”答:客户不派船,那证明他是不想要货了。你可以试图和他沟通一下看看要继续履行合同的话他还有什么条件或者要求。如果确实不要货了,那么再看客户开立的L/C是可撤消的还是不可撤消的。如果是不可撤消的,在没经得我方同意,它就不能撤消。关键问题是在,是谁违约在先,如是客户先违约,那就在协商不成立后,要求其解除合同并要求赔偿违约金和损失;如果是自己违约在先,那就和客户进行协商解决,最好是能说服客户,争得客户的谅解,尽快派船解决此事。

6.问:客户不派船怎么办?

  一个客户合同签了,有关的信用证也开了,价格条款是FOB,但是因价格变化,客户就是不派船,怎么办?

  “外贸智多星”答:客户不派船,那证明他是不想要货了。你可以试图和他沟通一下看看要继续履行合同的话他还有什么条件或者要求。如果确实不要货了,那么再看客户开立的L/C是可撤消的还是不可撤消的。如果是不可撤消的,在没经得我方同意,它就不能撤消。关键问题是在,是谁违约在先,如是客户先违约,那就在协商不成立后,要求其解除合同并要求赔偿违约金和损失;如果是自己违约在先,那就和客户进行协商解决,最好是能说服客户,争得客户的谅解,尽快派船解决此事。

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amandalz
福步比邻
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7.问:在最初接触客户或是涉及到商品价格的时候,客户常常会拒人于千里之外。这时我们应该如何应对,把客户再吸引回来?

  “外贸智多星”答:如果您无法克服客户的抵抗及反对,您在销售的过程中将被击溃。然而,在商场上,商谈是利用抵抗的过程前进的。处理客户拒绝的应对方法的重点有二:

  1、了解处理拒绝原则:

  反对意见乃是订购的前兆,处理反对的巧拙有天壤之别的结果。

  (1)、以诚实来对待: 不是真心诚意的话语没有力量,它是无法说服反对的顾客的。对于反对处理而言,诚实乃是最重要的条件。

  (2)、 在语辞上赋以权威感: 对商品要有充份的知识,并确信其为优秀品质,因此,在语辞上自然便具备了权威,说服力也会表现出来。

  (3)、不要作议论: 不要对客户的反对意见完全否定或作议论,不管是否在议论上获胜,也会对客户的自尊造成伤害,如此要成功地商洽是不可能的。

  (4)、先预测反对: 在商洽场合中,若是作慌张又语无伦次的回答方式,是非常糟糕的,应在事前先作反对的预测,研究处理的方法或应对话术。

  (5)、经常做新鲜的对应: 客户之所以反对,一定有其原因,特别是在技术革新脚步急剧的今日,陈旧的说明是无法对应的。收集最新的消息或资料,以提供对客户有利的讯息。

2、拒绝的对应技巧:

  所谓的推销员,就是能得心应手地处理客户的拒绝的专家。

  (1)、直接法: 将计就计地利用拒绝,例如对于“没有预算,买不起”的拒绝,可用“所以才要您买这个商品,以增加贵公司的销售额”的方法,若加上其他公司的成功例子更有效果。不逃避拒绝,推销是由被拒绝开始。

  (2)、逆转法: 仔细听对方说明,然后逆转地说:“虽说如此,但是却有很多的利用之处哦!”仔细考虑其反对的真意,将反对当做质疑,认真应答。

  (3)、区别法: 对客户的拒绝,仔细作说明,令其接受。例如对于“因为价格相同”,可说明:“我们会尽力做售后服务,请放心。”举出其他同行公司所没有的优点,使其接受。

  (4)、迂回法: 暂时不管其拒绝,而讨论别的话题,以此对应其拒绝的方法。抱着热心与自信对应,要有丰富的商品知识,并对商品及自己有自信。

  (5)、追问法: 对客户的反对,反问“何故呢?”“为什么?”以客户叙说的理由为中心说服之,只是不可以变成逼问的语调。平时便要考虑对应话术,对每个反对理由做准备,别仅限于当时的回答。

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liujiaxiaoxin (WIND)
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Thanks a lot. & Have a nice day!

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