客人为什么不压我价?因为邮件中的这些“心机”!
每当客户抛出一个询盘,必定有十个以上的供应商回盘。得知客户联系方式之后,我们便开始了与其他供应商争夺该客户的战争。
有没有思考过一个问题,假设供应商A和B供应同一种产品,客户为什么选择A而不选择B。在业务员与客户沟通的过程中,影响客户是否合作的决定因素,在于专业性、态度和细节。
以下是笔者与南非一家专营数控机床刀具及服务的FCT 公司采购代表John合作的成功案例,主要沟通方式是邮件。笔者的每一封邮件都极具个性化,每一句每一词都在努力提升合作的可能性,每一个细节都具有影响力。
2015年6月4日笔者在某付费平台留意到客户的RFQ (REQUEST FOR QUOTATION) 。客户的需求很简单,只有三个单词[backcolor=#fffb00]"ALL ISO INSERTS”[/backcolor]。系统显示该客户来自南非,考虑到南非的工业发展水平,抱着试一试的心态报了客户的RFQ,获知了客户的公司名称、客户名及电子邮箱。邮箱是[email]info@.....za.co[/email],很显然是开放邮箱。
开发信于2015年6月5日发出:
Dear John,
Good day! ABC Industry Co., Ltd here.
Tungsten carbide inserts (TURNING & MILLING) are our advantage products. Related tools can be supplied too.
APPLICATION: FINISHING/ SEMIFINISHING/ ROUGHING OF STEEL, STAINLESS STEEL, CAST IRON, ALUMINUM ETC.
Please get back to us for further detail.
Regards,
Ms Alice
分析:第一封开发信简单明了,告知客户我方公司名称、产品经营范围和产品用途。很多外贸新手业务员特别喜欢大篇幅地介绍公司的光荣历史,通常是产品目录、公司简介的精华版。这些客套话,在国内很实用,但是外国人比较务实,不愿意把时间浪费在没有价值的信息上。
邮件发出以后,客户一直没有回复。第二天,我在后台及MESSENGER联系客户,每隔一天给客户发个问候,一直坚持到客户回复邮件。
2015年6月11日,客户回复邮件:
SUBJECT: Quotation required
Dear Ms. Alice,
We are a tooling company from South Africa and you made contact with us previously. I would like you test your products and add you as a possible supplier for us. Please can you give me quotation on the following:
TNMG 160404/08 TNMG220404/08
WNMG 080404/08 TPKN2204
I would also like to know the different grades, please quote me on your best grades available and a catalog of your products if possible.
Regards
John
Managing Director
FCT Tools and Supplies PTY Ltd
[email]john@...za.co[/email]
+27 82 ******
分析:客户回复的邮件有以下特点:
1. 主题明确,要求报价并有意选我司为供应商;
2. 客户提到了具体型号,方便我判断是否和经营的产品相匹配;
3. 客户的落款含公司全称、客户名、职位、邮箱(与RFQ联系的邮箱不一样)、电话号码(经核实是手机号码,还是** 号码);
4. 从字里行间可以判断该客户的英语功底很好,应该受过良好的教育,邮件行文言简意赅,给人感觉很真诚、踏实。
外贸圈的朋友都知道,得到客户的回复,特别是正面的回复是一件多么令人高兴的事情。既然客户起了头,那后面的跟进就要谨慎仔细。
2015年6月12日,回复邮件推荐产品:
Dear John,
Thank you for your inquiry of June 11.
At your request, we are quoting you, subject to our final confirmation, see the attachment.
TNMG WNMG TPKN in various grades for steel, stainless steel, cast iron are recommended.
Brand: ABC (same quality as famous brands)
Grades chart is enclosed in order to have a better understanding on us.
Related inserts pictures will be forwarded for your reference in the next email.
Yours truly,
Alice
分析:客户邮件中提到的型号是数控刀片的畅销通用型号,基于被加工工件材料的不同,相匹配的型号也不同,每家制造商的牌号都有不同的代码。快刀斩乱麻,我选了有库存的型号给客户报价,同时附上牌号表,方便客户理解。附件包括报价表格和牌号表,总容量不超过500KB。邮件直接回复到
John的邮箱,同时抄送至最初的info@邮箱。
亮点:为增加客户对我司产品的印象,特意为这一个客户制作了一个WORD文档。把畅销的产品和客户询价对应的型号的高清图片附上供客户参考,文档5-6页,总容量不超过3MB。
2015年6月13日,客户回复邮件希望建立合作关系并指定产品型号:
Dear Alice,
Thank you for the information. We would like to test some of your inserts and then get the ball rolling with more orders. Thank you for the grade chart, it will help a lot.
For now I would like the following:
DNMG 150608 - High Speed, High Feed, Steel Grade (EN8) (MBC 252) - 200 off
DNMG 150608 - High Speed, High Feed, Steel Grade (EN8) (MBG 202) - 200 off
WNMG080408-DM MBC251 200 US$3.02 P10-P30 - 200 off
MGMN400 - High Speed, High Feed, Steel Grade (EN8) - 200 off
TNMG160408 - Ceramic Insert - 100 off
TNMG220408 - 47 Rockwell C, Uninterrupted Cut (Please make suggestion) - 100 off
Please forward a pro forma invoice with banking details. Our competitors are also TaeGuTec, Sandvik, etc.
Alice, we would like to build a working relationship with you and we are looking at building a brand other than the conventional inserts brands.
Regards
John
2015年6月15日,一切朝着好的方向发展,我回复客户并报价:
Good day, John.
Carbide inserts (CVD/PVD coating), for finishing, semi-finishing and roughing steel, stainless steel, cast iron are our competitive products.
We would like to recommend inserts according to your request.
Specifications of the most similar part with MGMN is attached too for reference.
At the beginning, trying samples (in stock) first is highly recommended.
Regards,
Alice
分析:客户有意测试某些型号,我按照要求推荐型号并且优先考虑库存。在邮件中附上报价表,重点内容在邮件内文点到即止。第一印象就是最后的印象(the first impression is the last impression)。在跟客户推荐样品的时候,一定要非常细致,需结合客户的具体需求进行推荐。看似简单的推荐过程,其实需要业务员过硬的产品专业知识。
另外,关于单位片、个、件等,英文里通常是都是用PC(S)。数控刀片的单位片(PCS) 印度客户喜欢用NOS表示PCS,而南非客户则用OFF。
2015年6月17日,客户回邮希望下样品单:
Hello Alice,
Thank you for your reply. Please forward me an invoice for the in stock samples (20 of each) for testing purpose. I'd like to place the order and get the samples as soon as possible so we can test them and proceed from there.
Regards
John
我在同一天回复邮件与客户确认细节:
Dear John,
Thank you for positive reply.
Are you sure the following inventory items (20 PCS each) to test? Please confirm (FOB DUBAI).
What kind of shipping method do you prefer? Generally we send by DHL /UPS /**/EMS EXPRESS.
If you have EXPRESS receiving account, it would be more convenient. If not, please inform your address and post code, so that we can consult shipping charge.
Thanks,
Alice
分析:报价的产品中部分有库存,另一部分没有,客户要求就库存产品尽快测试样品,考虑到型号少于10个,在回复邮件时把型号及关键信息附在邮件内文中,以增加曝光度并引起客户的关注。
注意:样品信息必须要专业准确,与事实相符,不能是随便杜撰,如果有不确定的信息可忽略不写,务必确保提供给客户的信息是准确无误的。
在询问客户运输方式时,如果客户有到付账号,直接使用客户的账号;如果客户没有则需要预付运费。有些业务员表达不清晰,特别是A决定B,B决定C等复杂情况。遇到这种情况,不要用长句子来解释,最好是把各种情况一一列出来,客户理解后会自动对号入座。
2015年6月18日,客户回邮提供DHL账号:
Dear Alice,
You can use my DHL Account no: 95*** ****. Delivery should not be FOB Dubai but should be my physical address which is:
FCT Tools and Supplies PTY Ltd
No. **, G**** Street, Sasolburg 1947, South Africa
Let me know if you need anything else.
Regards
John
Sent from my iPhone
分析:这是客户通过iPhone回复了邮件,说明他不在办公室也可以联系到。客户提供了DHL到付账号和实际地址邮编。根据经验,DHL以95或96开头的账号是可以寄到付件的。为保险起见,建议拨打DHL官方客服热线,以确保DHL账号与公司名、地址一致,且账号有效,支持到付。
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