外貿(mào)新手：你可能遇到的開發(fā)信八個(gè)問(wèn)題

【編者按】一封好的開發(fā)信就跟一塊結(jié)實(shí)的敲門磚一樣，能夠輕易打開客戶的心門。但對(duì)于許多新手來(lái)說(shuō)，如何寫好一封符合客人心意的開發(fā)信并不是件容易的事。不過(guò)，別擔(dān)心，雨果網(wǎng)觀察員“外貿(mào)陰陽(yáng)魚”今天就匯總了新人開發(fā)信常犯的幾個(gè)錯(cuò)誤，希望對(duì)各位能有所啟示幫助。

1、立意不深，因?yàn)檎{(diào)研不足。就如作文，文為心聲，如果沒(méi)有好的立意，堆滿了華麗辭藻的文章，看完也不會(huì)觸動(dòng)你。開發(fā)信也是如此，你要觸動(dòng)商業(yè)客戶。To B的客戶基本都是比較冷靜的，注重價(jià)值，看重利益?？纱蠹彝鶎?duì)此熟視無(wú)睹，未能提出我能給你帶來(lái)什么好處的建議?；旧隙际峭Ａ粼谖覀冑|(zhì)量好，價(jià)格便宜這個(gè)非常泛的階段，究其原因還是因?yàn)檎{(diào)查不足。關(guān)于如何調(diào)研客戶，請(qǐng)參考另外一篇帖子。

2、思考不夠。開發(fā)信最基本的要解決三個(gè)問(wèn)題：客戶為何要跟我合作，客戶為何要相信我，接下來(lái)想讓客戶怎么做。這個(gè)結(jié)構(gòu)，基本所有新手都沒(méi)有深入去思考。可以說(shuō)，如果你這三個(gè)問(wèn)題想透徹了，講明白了，就是一封好的開發(fā)信。如果你沒(méi)想透徹，神也幫不了你啊。

3、自我中心。有的人來(lái)請(qǐng)我修改開發(fā)信，竟然用命令的語(yǔ)氣。這種態(tài)度如何能做好銷售呢？銷售賣的是什么？大家都知道賣的是你自己，賣的是服務(wù)?？蛻魪哪氵@期望得到的不僅是合格的產(chǎn)品，還要有值得信賴的服務(wù)。你在開發(fā)信中有讓客戶感受到么？“You attitude”和“Benefits”的概念，我在開發(fā)信的技巧里總結(jié)得很清楚?？捎械匿N售心浮氣躁，看了之后，寫的開發(fā)信依然故我。學(xué)以致用，否則你浪費(fèi)時(shí)間干嘛呢？

4、急躁。恨不得一封開發(fā)信模板解決所有問(wèn)題，客戶馬上就下單。導(dǎo)致開發(fā)信不夠簡(jiǎn)潔，客戶無(wú)所適從。

5、大而空。大家說(shuō)得最多的we have good quality & competitive price. 每個(gè)人都會(huì)這么說(shuō)，太普通了?，F(xiàn)在注意力稀缺的年代，你得獨(dú)特，才能贏得注意力。要獨(dú)特，你就得具體。不具體，你也贏不了信任。 說(shuō)good quality,好在什么地方，是因?yàn)椴捎檬裁磧?yōu)質(zhì)材料，還是采用什么先進(jìn)工藝，還是采用德國(guó)進(jìn)口的先進(jìn)設(shè)備，還是ISO9001認(rèn)證通過(guò)，還是產(chǎn)品通過(guò)xx認(rèn)證，工廠通過(guò)xx審核，是xx大公司的優(yōu)秀供應(yīng)商……不就更有說(shuō)服力了嗎？

Our good quality is built on superior material xx, imported from Germany……We adopt XXX production technology……

Germany-imported machines are used to make sure superior quality……

We passed ISO9001 since 2010……

Our product has CE certificate by SGS.

We have passed XXX factory audit which is very strict.

We have TQM (Total Quality Management) system to control quality.

Our customers include xxx,xxx……

6、思維缺少創(chuàng)造性和彈性。注意力稀缺的年代，你如何抓取注意力？需要點(diǎn)不同尋常的東西，不要老去套那些套話，說(shuō)點(diǎn)別人沒(méi)說(shuō)過(guò)的。比如我們說(shuō)價(jià)格便宜，你可以有很多種其他說(shuō)法，更能打動(dòng)客戶，但大家都選擇we have very competitive price這一種說(shuō)法。

You can lower your purchase cost…….//We can help you to lower your purchase cost……

You can beat your competitors…….//We can help you to beat your competitors……

You can occupy more market share by turning to a very competitive producing supplier…….

With continuous innovation on production technology, we have core competence on production cost…….

We have a new production process which can help us to lower our cost for …….

We have a new production process which can save cost…….

……

7、結(jié)尾太普通，基本都是如果你感興趣，就聯(lián)系我吧。你可以說(shuō)：

When you have next purchase needs, you are very welcome to send your enquiry to me, I will surely give you the best price.

Please send your enquiry, I will surely give you best price.

Please tell me what specifications you current sell.

Do you have any enquiries now on this product category?

To help you to evaluate our quality, may I invite you to visit our factory?

Will you visit the coming Canton Fair, may I invite you to our booth?

When will you come to China again, may I invite you to see our factory?

We have many new designs, may I send them to you for your reference?

I see that you sell a lot of XXX products, which one sells best for you?

……

8、提問(wèn)。大家可以試試，當(dāng)一個(gè)孩子哭鬧的時(shí)候，除了給他糖之外，你還有一個(gè)最有效的辦法，就是問(wèn)他一些他感興趣的問(wèn)題，幫助他轉(zhuǎn)移注意力，慢慢地話題轉(zhuǎn)移到一些開心的話題上，他就忘了剛發(fā)生的不快了。問(wèn)題是，抓住注意力的最好的方式，面對(duì)一個(gè)問(wèn)題我們會(huì)下意識(shí)地圍繞這個(gè)問(wèn)題開始思考。要取得客戶的回復(fù)，結(jié)尾處放一個(gè)合適的問(wèn)題，簡(jiǎn)單易回復(fù)的，很有效。

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