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[我要分享]展会之后客户跟踪技巧--实例

楼主#
更多 发布于:2015-05-29 09:31

由于帖子中有大量邮件分析,所以为了避免帖子过长,楼主把实例另外发帖,也希望大家喜欢,以下是第一个帖子的链接:
http://waimaoquan.alibaba.com/bbs/read-htm-tid-2397817-1-fid-353.html

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实例的分享,希望真能越分享越幸运,让在路上的单子赶紧FINALIZE.

下面是1月份香港展成单客户的历程,本人能力也非常有限,希望大家指出不足,多多交流。

先来看个展会记录,我们公司的展位记录,由于有好几个业务同事,如果是本人自己记录的客户,相对来讲是比较详细,而且一般都把客户写的意向大大的,一方面是激励自己,要有希望,要有激情,毕竟每次参展公司都要花10来万。内容包括:客户看什么产品,关注什么,做哪个市场,买什么价位的产品。

客户:澳大利亚BRETT(在澳元贬值差不多20%的情况下,能成单,其中的艰辛,做外贸的人基本都知道)
客户关注产品:积木类玩具(由于客户是我接待的,所以印象还是有一点,只记得当时客户说有在上海展看到这种产品,然后就说VERY NICE,拿了个我们产品目录就没影了。客户是我接的,但是记录的是我同事,我同事也是写了句在上海展看过相同的产品,然后就没有然后了)下面请看邮件。


Dear XXX,
How are you? Nice to See you in Hk toys and games fair.
I am Richard from Tai Xing Yuan Co; LTD..We manufacture and export toys for 12 years.
In the booth..
You are interested in our new theme intelligent building block.
And request me to send  you our catalogue with price..(这句就是强加给客户的,客户在展会根本没有问过我们一只产品,只是拿了个目录就走了,也没有叫我要目录跟报价)
Now I have finished the catalogue..Can I send you for reference?
All our toys pass the CE test and use the eco-friendly material.We 100% confirm they are safe for children.
(我们玩具一般就卖给孩子玩的,卖给发达国家,他们还是很关心孩子的,所以重点突出产品环保无毒,认证齐全。)
Wait for your kind reply. Have a nice day!


客户回复:
Hi Richard,
Yes it was very nice to meet you at the recent Hong Kong Trade Fair, I hope it was very successful for you and your company.
Yes I would also like a catalogue and pricing.
(不出所料,一般客户看了第一个邮件,都是说要看下电子目录跟价格)


我:
Hi Mr Brett,(加个MR,感觉特别有礼貌)
Hope your company can find the best suppliers in the fair too..We would like to be one of your suppliers if possible.(上个邮件,客户有礼貌的跟我们寒喧,那我们也是要有礼貌的回应。客户祝我们成功,那我们就祝他找到好的供应商,顺带希望我们能成为他的一个供应商。在此之前楼主已经看过客户的网站了,那些产品绝对是中国货,另外又想起客户说去过上海展,在一搜索上海一些玩具厂商,再次验证客户是从中国进口的,产品相对比较高档,而且是从上海采购居多。)
Let us back to our email.Please kindly see the quotation list and the catalogue in PDF.
Please kindly choose your favourite items.Our best sell items are the block which can make 5 models or 8 models..
Such as TX9240266,TX9240267 and TX9240248.(引导客户去看报价中的几款产品,楼主说的招基本都用上了)
Further more,we are very pleasure to send you the samples if you want to check the quality or design..
Wait for your kind reply! Hope we will have the win-win cooperation..
(本想第三个邮件中谈到的样品问题,楼主在第二个邮件中已然用到,希望大家不要给楼主的思维限制,自己多灵活调整)


Hi Richard,
Thank you for your quote!
I have a quick question, the price for TXY09910193-95 is for 16 pcs so it would work out to $1.20 per item and do they come in a CDU?
Thanks
Brett
(客户没什么正面回应楼主的问题,问的产品也不是我们的主打积木玩具,由于我们是贸易公司,目录上印的是几家跟我们好的工厂产品。客户问的竟然是一些搪胶产品,完全搞不懂客户的目的在哪,只能顺着客户的问题继续沟通,客户邮件中没有写任何的头衔,公司地址,网站,名片上也只是一个名字加邮箱。直到成单,还是一个名字。更多的信息是从他的邮箱中的网站,慢慢查出来的,基本上这个谁都懂。)


接下来,楼主就按部就班的回复客户的邮件,连续两个邮件,一点回应都没有。
第三个邮件,楼主在信中点明,我们这边可以提供免费的样品,
Hi Brett,
 
Good day!If you are interested in our animals set.We can arrange a full sets of animals.
 We will offer it free for u to check the quality.And we want to know if you can give us your courier account.Then we can send the samples to you..(这个邮件没什么亮点,平常的邮件,如果大家有更好的让客户有回应的邮件,请赐教)


终于客户的邮件来了:
Hi Richard,
Sorry for the late reply it has been very busy.
I would like to organise the following samples, can you please pack them into cartons and let me know the weight and dimensions and I will let you know the freight company to use.
Just one of each.
(客户说非常忙,也不知道是楼主说的免费样品吸引了客户,还是客户真的忙到忘记回邮件,因为这个邮件距离上个邮件已经过去了9天。期间给客户打过电话,发现名片上的电话是假的,根本打不通。另外又想起大神的话,不到必要的时候,不轻易给客户打话。一般楼主给客户打电话是在快要成单的时候给客户一脚,或者是单子在生产过程中的及时沟通,平时基本比较少打。方式各有不同,大家不要轻信楼主的话。)


Dear Brett,
Ah, All of our customers are busy after the fair..Well noted with tks..
We will need a little time to arrange the samples..3-5 days..
I will inform you the details when the samples are ready..
Thank you and have a good day!. Take car!
(客户说忙,那我们就相信他是忙的,永远不要揣测别人在想什么,很浪费时间。同时说明样品生产是要时间的,请客户等待,给彼此留空间,不要操之过急。我们付出了时间跟样品,客户至少也花了时间来等你的样品。不算平等,但是至少他也会有点期待。)
一收到客户邮件,楼主立即去安排,贸易公司的难处出现了。产品不是自己的,只能让工厂去重新做。要么就这个工厂拖时间,要么就质量不太对。直到第五天,样品还是没有齐全,质量还OK.只能无奈跟客户说明一切。看看能不能再等。


客户回应:
Hi Richard,
That is a shame that you do not have the samples we require at the moment and I understand it is CNY and we do not have much time until our trade fairs. It might be better not to worry about the samples for our trade fairs and look at doing a small order at the end of March and that will give me the samples I need as well as a bit of stock for my customers to trial.
Let me know your thoughts on the above.
(由于参展之后就是我们新年。所以工厂真不是一般忙。顾不上我们的样品,也是情有可原。但是客户的这个邮件,明显是给楼主压力的,客户说要去参展,参加他们自己的展会,这真是一个重磅消息。这意味着如果我们能在他需要的时间内给他样品,那机会肯定是大大的。客户说的三月末的小试单,楼主并没有放在以上,因为现在明显是有一个大单的机会,为何要争取小单呢?)
Hi Brett,
Thank you very much for your reply..Thank you to give us the very useful information in the email.Can you please kindly tell me the time of the trade fair?
And I will confirm with our factory to check if we still have time to finish all the samples.Then send to you in time.
But I still think it is not so easy..They tell me it is about 10th FEB 2015 to complete the samples.
 (问明客户参展时间,方便我们沟通工厂,努力在他们展会前提交所有的样品,距离客户第一次要样品的时间已经过去了7天.说明样品可能完成的时间,同时也留了条后路跟客户说,这并不容易,但是我们努力争取,让客户体会到你的真诚)
For the trail order..It is appreciated if we can win the first cooperated chance.
As the animal series are our new line of toys..So all of our customer are very interested to order..XXXXXX(一堆说产品优势跟性能的话)


客户:
Hi Richard,
We will need the samples to arrive by the 13th of February so we can organise marketing and pricing and pack and send to Sydney, so it will not leave us much time.
(看完客户的邮件,楼主是不相信客户只给自己留下那么少的时间,楼主机智的谷歌查过他们的展会时间,应该是在20号左右,但是做事总是要给自己留空间,我们如此,客户也应是如此)


终于经常一番激情,样品终于寄出去了,客户也顺利的收到了样品。另客户通过PAYPAL付的快递费。
PAYPAY上又神奇的发现了客户的另外一个邮箱。又是一个小细节,下面的邮件会谈到。


寄样品的时候,楼主在每个产品显眼处贴上产品标签,价格,装箱数,立方数,20GP/40HQ 装柜量。
另外所有样品的报价表一份,彩色打印。楼主公司名片一张。样品由层层气泡垫包装。拍照,存档。所有的所有,一切的一切,把简单的事做细。


期间客户除了来了一个邮件说收到样品,样品不错,其他的事全没说。TIME FLIES...一下就过去15天。
楼主没有给客户发过一个邮件,因为客户已经说明他在参展,那就耐心的等。在第16天的时候,给客户发了一个邮件,关心下进度。客户说他在参加另外一个展会。楼主心里庆幸,样品的齐全,准时的到达,无疑是非常正确的。


再隔9天,客户主动发来了邮件,道明他们已经参展完毕。不多说,看以下邮件
Hi Richard,
We have finally finished our trade fairs and back to normality. Both fairs were very quite as Australia is going through an economic slow down so the retailers are being very careful with their money and the depreciation in the Australian dollar of around 15% did not help either.
The retailers liked your products, the main comment was that there is some similair products like yours on the market already, so they based all their decisions on cost and they found them a little bit expensive compared to others on the market,I have the sales people taking them around to their customers that we missed at the fairs, so I hope that will be a more positive response, I will revert back soon.


事情总不是那么顺利,客户说他们货币已经贬值了15%左右。楼主只能顺势回复。
Hi Brett,
Thank you for your email!Hope your company will have the harvest season after the fair..
We really know the economy condition in Australia now..It is really not easy for you and us now..
It is our promotional season till next month..We can offer at most 3% discount for all the items..
So please kindly do the adjustment if it can reach any order..(其实根本没有PROMOTIONAL SEASON,楼主 自己编的)

(谈到这边,楼主已经相信客户是一定会下单的,只是时间的问题。所以楼主跟老板小小的说了一下,老板同意说如果可以拿下单子,降价3%,当然楼主也跟工厂交流过,工厂愿意降价5%给我们。)


邮件发完,发展忽略了一个非常重要的问题。降价的同时竟然没有跟客户说质量,于是追加邮件。(这里感谢毅冰大神的开发信件进阶版)
Dear Brett,
Richard again..For our promotional season..
I forget to inform you one thing..Even if we make discounts.But all the products will keep the good quality..We will not replace even one smallest screw..We will cherish all the chance to cooeprate with you.

邮件三段式,第三个邮件
Dear Brett,
How are you?We all know the situation in Au is not good..
But one of our Australian customers still want to import some toys from us..So we would like to know if we can do anything for you?Now we accept any testing order..Even the order quantity is not large..
Anyway, we will do the best to support if we can .
(楼主前面提到的另外一招,说他们国家的客户进口产品)


客户:
Hi Richard,Sorry for the delay in getting back to you.  
I agree a smaller trial order might be the way to start with your products and get some product into my clients shops so we can do a larger order for the second half of the year.I will try and work with you, do you have products that are in stock or I can add to your current order production, just let me know what products you are currently producing.The Australian customer you mentioned are they also going to be selling the XXXX range?

(像楼主前面说过,发达国家的客户果真比较在乎产品的独特性,能做第一客户,基本不会想做第二客户)


楼主回复客户说目前此产品还没有出口他们国家,他们只是进口其他的产品,但是其他的客户目前对此产品还是有点兴趣的。在此给客户制造一点小小的压力。


客户:
Hi Richard,Please give me a few days and I will get an order together for you.What is the lead time or manufacturing time for the XXX range?(楼主已经快成功了)


接着客户挑了其中的一些产品,并给出订单的数量,同时复活节到来,客户要放7天的假期了。
复活节开始前,楼主给了客户一个邮件,纯粹的祝福他节日快乐。


客户果真挺有爱的,因为楼主祝他跟他家人快乐健康。所以在此建议写节日祝福的时候,连客户的家人朋友一起带上,让他感觉不是一个人在战斗
Hi Richard,
Yse it was good to have a break and spend some time with my family.I just wanted to update you on the order, I am just trying to work out my best option for freight, once I have decided on what I am doing I will come back to you.

Hi Richard,
Thank you for the information, the order is not urgent, it is just a balancing act this time of year, as I have a lot orders I am doing at the moment and just making sure I budget right for each order.
I have spoken with my freight forwarder and because we have over 10CBM an LCL shipment does not offer much value, so it is better to go with a 20ft GP even if I don't fill it to capacity. I would like to explore all my options with your company and noticed that you have a variety of products to offer, are able to offer me some information and pricing on some of your products that are very popular and that I can buy in 5-10 carton lots.

接着客户就已经确认了上面说的那些产品的单子了,楼主给客户说了所有的产品只有15个立方的货,楼主立即建议他ORDER A 20GP.
Hi Brett,
Good day!Yes, it is better to order a 20gp if the goods have more than 10CBM..But it means we need to pay some more FOB cost...It will be about 300 US Dollar.
So as you said..We need to try to offer you some more products to add in the container..As we are new developper in Au market..
Our bubble guns are selling well in Au..And some of our educational toys.Such as toys projectors and drawing board set..I will show you when available.
Actually, I surf your website for many times..
The web: www.XXXXX.com.au  (It seems I can not open this website today!)
              www.XXXXX.com.au(这个网址就是楼主从客户付PAYPAL的时候发现的,因为客户另外一个邮箱的后缀就是这个,另外真的发现楼主的另外一个网站还打不开。)


楼主确实已经关注了客户的网站无数次,知己知彼...
Hi Richard,
Thank you for letting me know about the Sitrade website. How did you find out about XXXX website?
We are about close the XXXX website and replace it with a more professional website and that is why a mixed container would be very beneficial as I can take care of the wholesale side of the business and at the same time get some variety for the new website as every product on the new site will be imported.

(客户真的为楼主知道他的另外一个网站大感惊讶!然后又一段话让楼主又进一步了解他)

客户说他要我们一些新产品给他补充,好FINALIZE一个小柜。很快楼主做好,发给客户挑。本以为一切会顺利直到结单。
没有想到,楼主犯了一个天大的低级错误。楼主把所有新产品的价格没有加任何利润就发给了客户。也就是说报错了价格。如果单子做下来,那真是一分利润也没有,那楼主是怎么办的呢?请听下回分解。打字打到手好累,希望大家给打个赏


话接上回,楼主报错价了,怎么办?不着急,先百度一下。(说不着急那一点都假,到嘴的鸭子肯定不能飞了,不过楼主真的百度了,参考了这个帖子:http://www.豆瓣.com/group/topic/45390675/ (把中文换成拼音)


然后楼主跟老板说了一下,BALABALA,大意就是让他给客户发个邮件(计划就是老板发一个,我自己发一个 下面这个是楼主的。)
Hi Brett,
Yesterday I sent you the revised catalogue..You may realized the price is a little different..We feel so sorry that we make a mistake.After have a meeting and discuss with our boss,we will take the responsibility for it.We will make the 2% discounts on the revised catalogue..

老板的邮件

标题:Apologize for the mistake of our toys quotation--Tai Xing Yuan
内容:

Dear Brett,
This is Mike,  The general manager from Tai Xing Yuan Trading Co., LTD.
We must apologize for our fault.When Richard sent you the last offer,we made a serious mistake.The price was totally wrong.
At that moment,I was on businees trip outside when Richard telephoned me to give you the better offer .
I should have checked the offer again before sending to you.
Sorry to bring you some trouble!!To show our sincerity,Can you please accept we make 2% discounts on all the new toys in the catalogue.
Wating for your kind reply.
Best regards
Mike-General Manager(楼主不会告诉你们,其实两个邮件都是出自楼主的手,下面老板写的这个邮件,只是楼主用老板的邮箱发的,在此谢谢百度上的那个帖子,给了楼主很大的启发。在此,降价是势在必行的,因为出了错误,总是要有所补偿的,不然客户心里绝对不平衡,而且我们也要先下手跟客户说大概降多少,不要反而让客户自己来跟你提降价幅度,因为他们的要求你绝对吃不消。楼主 想给客户降价3%,但是不能一下就亮出底牌,感觉客户一定会再来BARGAIN。所以楼主小小的留了一个点的折扣。)


客户给我跟我老板各自回复了一个邮件,意思差不多:
Hi Richard,
All good Richard, no problem what so ever.Please send the right pricing as I will try and finalise your order tomorrow.



过了没有10分钟,客户又来了一个邮件
Hi Richard,
I understand your email now in regards to the pricing, the pricing you sent me originally was a mistake because it was to low, where I thought you meant it was to high.
The pricing has increased by around 10%, which will make a big difference to my original order that I had almost completed, so I will have to start again, I will try and send the order today if I do not get sidetracked.With the products you sent on the catalogue, as I have not seen them is it OK to order one to two cartons of the product, this way I can have a look at a larger number of your products, if not that is fine I will try and limit to a smaller number of lines.

客户一比较,发现价格比他原来的高了10%。上面的邮件说明客户在心里还是有点不爽的,突然价格加了这么多。所以楼主再给了他一个邮件。
Hi Brett,
First we wanted to quote for you based on 20GP..But finally we make the wrong price based on 40HQ.That leads to the difference..You know the price for 40HQ and 20GP is different.I discuss with our boss again and decide 1% more profit will be offered to you..(谈判的时候,楼主经常把老板搬出来,我们那可怜的老板已经被摧残的不像样了,另外把原本就要给客户那个点,挤出来给客户)Totally you will have 3% discounts for all new items..And we will have 3% profits.
But don't worry about the quality..We will keep it same as before even we make the discounts..Hope it will help you to decide the items today.
Further more,we will bear the cost of the change of the charger.(又给了一点点小优惠)


Hi Richard,
Thank you very much for your email and you are right quality is very important especially for ongoing orders.Being able to a mixed conatiners of small amounts of each item is very beneficial to our current business model and we could be doing a number of orders with you if this trial order works well.On the order you will noticed I have put sample next to some of the products, if possible can you put these in the container as I would like to have a look at them for future orders, also you will notice that on some products I have put sample ctn? which means I am willing to purchase a carton of that product to have a look at for future orders, otherwise just one to look at will be fine.

(至此楼主已经成功的拿下了订单,单子已经在5月23号到达客户的港口。客户也已经收到了货,一切进行的非常顺利。)
按照原来的计划,这个柜子是要在6月7号才到达客户的港口的,但是在客户下单的时候,楼主突然发现6月1号是儿童节,我们卖玩具的,节日的重要性不言而喻。所以楼主给了客户这样一个邮件。
Hi Brett,
Good day!As the consideration of Children's Day is coming..It may be better to arrive in your port before Children's Day.
May be you can have a good sales on that Day.So we arrange and suggest our factory to finish the order on 5th May,2015...
But only a try..Because we need to control the quality at the same time..I will inform you if any change..


The shipping time from China to Melbourne is about 17 days..
Actually, this must FOB Shenzhen port..FOB Shantou port needs about 20 days..
But to catch the schedule and vessel..We will try to make it FOB Shenzhen port to short the shipping time.
Even we need to bear some more FOB cost..
Now this is only my plan..I can not confirm it can be 100% proceed..But we will try.
Now can you please kindly tell me the information of your shipping agent.
We can discuss with him to save some time if possible.

把这个邮件也发出来,主要是告诉大家,如果有任何能对客户销售计划有益的事情,一定要跟客户说出来,并尽量跟客户商量,看看能不能一起达成目标。(楼主这个邮件一发出去,客户对楼主的好感已然爆棚)


再说一句,如果单子安排生产或者是要进行的时候遇见任何问题,我们要做的是,给客户提供建议,建议1,建议2,建议3。而不是一味的问出了这个问题该怎么做,做选择题总是相对容易点。让客户顺着你的想法去做,而不是你去FOLLOW HIM.


最后一个邮件,
Hi Richard,
Thanks for letting me know about the double up on the website.We have just finished unloading your container and all the products look great and I think they will sell very well and it will not be long before we place another order.Although we did have a lot of damaged stock from squashed cartons, so I might need some new packaging in the future to repack the damaged ones we cannot sell.



至此,这个订单完结。谢谢各位看官,如果觉得对你有点帮助,请打赏一点点。哈哈!谢谢
2条评分, 铜币 +2
  • 贸小七-王
    铜币 +1
    恩,写的不错,我很看好你哦!
    2015-05-29 09:53
  • cn209743094
    铜币 +1
    亲,给你个好评哦!
    2015-05-29 09:31
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cn1512226140
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沙发#
发布于:2015-05-29 09:33
沙发
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板凳#
发布于:2015-05-29 09:35
cn1512226140:沙发回到原帖
今天会再更新,谢谢。
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地板#
发布于:2015-05-29 09:41
干货 好分享 我良心货代赞你
哈萨克斯坦/俄罗斯双清包税百货专线 包清关必到 一手价格优势
陆运10-20天 空运8-12天 晚到赔偿时效稳定 全程跟踪 货到付款
北上广江浙等全国收货 微信:704599259 电话:17796653996李先生
阿里外贸圈推荐的物流商 点击了解》
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地下室#
发布于:2015-05-29 10:38
cn209743094:今天会再更新,谢谢。回到原帖
楼主,期待你的更新,方便留个Q吗
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下水道#
发布于:2015-05-29 10:40
实在的干货 分享 我赞你
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地下城市#
发布于:2015-05-29 10:43
cn1512226140:楼主,期待你的更新,方便留个Q吗回到原帖
亲,楼主公司用的是腾讯的企业Q,一切都在监控中,打帖子都要冒险把它先屏蔽,所以不太方便,不好意思。有问题你留言,我尽量回。
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地核#
发布于:2015-05-29 11:12
学习一下。
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地心#
发布于:2015-05-29 11:42
坐等更新,真的好帖啊
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9重天#
发布于:2015-05-29 13:08
感谢楼主的贡献!
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10楼#
发布于:2015-05-29 15:44
不错…………
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11楼#
发布于:2015-05-31 19:25
非常好的经验分享,谢谢
世界那么大,我想去看看撒
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13楼#
发布于:2017-08-01 16:24
搭了一点边,不够精准。
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发布于:2018-02-28 15:52
很好 干货 好长
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