做外貿(mào)，有一種死法叫做見光死，也就是收到客戶詢盤之后，我們的第一封郵件回復(fù)大部分石沉大海，或者開發(fā)信一發(fā)出去就石沉大海，了無音訊。

究其原因我猜有可能是因為，你的郵件太普通了，還停留在簡單的回復(fù)客戶問題的階段。比如：開發(fā)信標題太普通，不夠有吸引力，內(nèi)容千篇一律，客戶詢盤時，把所有報價單全部發(fā)過去，根本就根據(jù)客戶的需求有針對性的去發(fā)開發(fā)信或者回復(fù)，又或者......

在Evas制服黑客追回13萬美金的故事中，很多人都說她運氣好，遇見的是個有信仰的騙子。其中Evas說到一點是很重要的：我自認我對中文的能力駕馭能力很強，其實我對我英文的駕馭能力也不弱。所以好的表達能力，會說話是一種能力。

其實在Evas故事中，如果她再專業(yè)謹慎一點，和每個客戶第一次合作的時候，在每封郵件下面寫一段話提醒客戶，付款時及時通過電話、及時聊天工具、或者傳真跟客戶保持聯(lián)系確認，盡可能的去避免呢？

Important NOTE: If there is anything about the important information(payment,account and so on)to be changed, I will confirm with you by phone（****）and fax（****）. If there is only email, but no phone or fax, Please don’t make any reaction.

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言歸正傳，做外貿(mào)的朋友都知道，郵件一般是由5個部分組成，我想說小細節(jié)大學(xué)問。

好的表達方式，好的郵件，直接決定你郵件的回復(fù)率，是否留住你的老客戶，讓你事半功倍，拋磚引玉，舉一反三為己所用。

◆郵件5個部分◆

1. 郵件主題：
不可空白不寫，要簡短，能表明郵件的主要內(nèi)容及重要性

2.開頭：稱謂+禮貌用語

3.正文：
?簡單扼要的說清楚事情，要段落清晰，明確易懂；如具體內(nèi)容確實很多，正文應(yīng)只做摘要介紹，然后單獨寫文件作為附件進行詳細描述；附件不宜超過四個，超過四個最好打包壓縮；同時郵件一定要記得提示收件人查收附件。

4.結(jié)尾：問候語、或相應(yīng)的節(jié)日祝福語

5.簽名檔：

Tips
1. 簽名檔一般都應(yīng)該有姓名，職位，公司名，公司地址，網(wǎng)址，電話，傳真，郵件地址；有的還有公司logo, Skype/Whatsapp/ 手機等。

注：Skype/Whatsapp/ 手機等私人信息，一般歐美人是不喜歡加在簽名檔里的。

Email可以寫也可以不寫，因為郵件里面就有地址，但是為了客戶方便查閱最好寫上，另外要注意的就是不要把自己yahoo,gmail, hotmail等私人郵箱都放上。

2. 簽名檔是不是一定要有？
No. 和客戶是非常熟悉的老熟人可不用；手機或Ipad等回復(fù)客戶時可不用。

◆郵件標題的9個技巧 ◆

Tips

1. 在標題中使用公司的名字

2. 換位思考：把自己當成顧客，而不是營銷者

3. 是告知內(nèi)容不是銷售產(chǎn)品

4. 巧用截止日期or Top urgent

5. 避免一個開發(fā)信標題同一個客戶經(jīng)常重復(fù)使用

6. 在標題中出現(xiàn)客戶網(wǎng)站熟悉的產(chǎn)品用詞

7. 標題強調(diào)郵件的重要性

8. 標題顯示與客戶有過電話或展會，拜訪往來字眼提升點擊率

9. 標題是此郵件的核心概況

◆郵件注意事項 ◆

Tips

1. 郵件內(nèi)容需要注意保密性

2. 明確主送人和抄送人

3. 及時性

4. 簡潔簡潔再簡潔

5. 明了明了再明了

6. 多用被動句

7. 多用We而不是I

接下來分享中東客戶開發(fā)信，失聯(lián)客戶郵件，談判借力3個郵件給大家一起學(xué)習(xí)借鑒。

中東客戶開發(fā)信：

Dear XXX,

BEFORE READING MY EMAIL, PLS BE SURE THAT AM REALLY HOPE WE CAN BE FRIENDS EVEN WE DONOT HAVE ANY BUSINES. (首先用一種舒緩感覺拉近客戶間的距離）We ABC Silicone 10years Professional with Middle EAST Market, We Have served many of biggest company around the world such as A公司, B公司, C公司 etc.（客戶鑒證顯示公司實力和產(chǎn)品質(zhì)量）and we are top in condensation and addition cured silicone filed.

We trust you will like our quality and our service. We can offer you very perfect price with very nice quality. And also we can sign contract with you to be more safe. And we can full refund money back to you if there is any quality problem. We trust that with us your money will be in safe and your business will be in safe. As quality is our culture , so hope you give us a chance to serve you and we believe that you will be happy with us. I send you some of our best seller data sheet . Pls check it as follows------

Contact me if you need any help in China, and pls remember am really hope we can be good friends even your don’t do business with us, pls remember this is Joy.

Tks&B.R
Joy

中東客戶：

1.喜歡大寫+簡單英文

2.喜歡細節(jié)詳盡一點郵件

3.細節(jié)介紹公司和產(chǎn)品

4.最好有直接插入產(chǎn)品圖片和規(guī)格尺寸

5.價格低

6.慢熱型

7.品牌

當客戶失聯(lián)時：

Dear Thomas,

Tks a lot for kindly to check my email. i think you must too busy to reply me or do you still have something into consideration.

1. if the MOQ problem
- we can support you 100kgs as the first cooperation to try the market

2. If the shipping cost of the sample
- A. you can just transfer us some deposit, we'll return it to you when you confirm the order.
- B. in order to show our sincerity,, we can bear half of it and you afford the balance, how's your idea?

3. If the price
You can test our sample at first, after getting the good feedback, shall we discuss price again basic on it's real values?

4. If the payment terms
We can support you 50% T/T in advance, balance against the B/L at sight.
Also L/C will be also acceptable

Or do you still have any other worries, pls be frankly let me know so that we could know how to help you.

Tks&B.R
Joy

Tips：客戶失聯(lián)時，直接羅列解決方案讓客戶舒緩的說出自己的最終顧慮

當我們談判進入僵局時：

Dear Stefan,

Good Morning!

This is Joy, Ms Jesse's manager from ABC Silicone Co.,Ltd.
Thanks very much for your kind support to our company and our work!
We feel greatly honored to have the chance to offer you service on RTV-2 Silicone Rubber Material.
Thanks for your good news on the sample test. Nothing is much more important than the pratical values that our products can bring your market. Right?

Regarding to the Quotation Record Jesse discussed with you on last week---
EXW 20.18xx$/kg basic on your qty=3tons

To be frank, Jesse already did her best to support you. since the 3rd plenary session of the 18th of Chinese CCP just finished, and there are a very important new policy for us. In order to keep Chinese silicone supply of essential.Government will restrict silicone and it's export amount from next Year. so all the export tax rebating of silicone will be canceled, thus, all the price of silicone raw material will go up on Jan of 2014. in order to survive, we also have no choice to adjust the price from 1st of Jan, 2014. and i think you can find a large scale suppliers relative silicone filed increasing his price under this policy forced, pls kindly noted. (虛實結(jié)合給客戶緊迫感）

We know your big holiday Xmas is at hand, so, time is urgently for both of us to confirm this order. Here, as a sales manager, i don't want to discuss more abt this price with you. EXW 19.98usd/kg is the bottom price I can give you directly If you can order before 23rd December. （有條件的讓步）

Pls post your idea, tks in advance!

Tips：談判時，學(xué)會借力，以經(jīng)理身份跟客戶談價，告訴客戶你們最后能給的價格，同時給出一點小技巧讓客戶盡快確認訂單。