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[跟进客户]为何你的邮件回复率跌到了低谷?

楼主#
更多 发布于:2017-05-25 14:25
这么多的外贸人,这么多的外贸企业,每天都在开发客户,都在做营销。那么什么客户对你的邮件回复敏感度到了一定的低谷?为什么会这样呢?
 
我们以下面这个案例切入,来谈谈为什么客户对你不感冒。

Hi xxx
 
This is Mohammad . I am one of the Director from xxx . I
got this email from our Marketing team today . I personally thank you to take
your time sending us an email and I appreciate your intention . Yes , we have
an urgent need for Custom xxx for our upcoming xxx projects and one of our local
xxx company is working to design our xxx at the moment . However we are open to
idea / Pricing and design . Before we can start with you , will you be able to
reply on my following ?
  1. Do mtpak do brand design for us ? We can send you our logo .
  2. How can we get some sample bag from you? We are planning to have xxx . How long before the sample arrive to xxx ?
  3. We are planning to go with either xx or xxx.
  4. What is your pricing model ?

If you can let me know these information , we can start
working together .
 

这是今天早上我们业务员开发信收到的一个回复。面对这封邮件,我一早上就收到了业务员的消息,找我报价。那么如何回复这封邮件,我在这里写出我的看法。
下面是我的回复。
 
Hey xxx,
 
Thanks for your email. It’s good timing. I am delighted to know that
you are happy to start this conversation with us. We have just received an
order from xxx, have you heard of them?
 
With regards to your requests, please my comments as below:
 
Branding:
Branding is absolutely no problem for us, our designer based
in Europe who is a top 10 designer in your industry. Send me your logo and
every other details please then I will pass on to him to see what we can do for
you.
 
Samples:
Samples are not a problem, we are happy to send over some
samples to you, however, usually free samples but shipping expenses on your
end. Normally 3-4 days sent via DHL. Please let me know is it comfortable for
you?


By chance, is it possible to send me some pictures of your
current products then I will have a better understanding. In attachment, you
will see some completed products for some other customers.
 
Pricing:
As per my experience, as we are quite familiar with this 2
products, I ve attached a formal estimate for your reference.
 
Shipping:
Mostly we deal in FOB terms, we have a very strong
relationship with one of your local logistic company who is about to take care
of the shipping for you. I ve copied this guy xxx and he will be in touch for
further details.
 
You have my words in my last email, we have done business
with quite a few guys in your industry, and we have great confidence in our
products.
 
Looking forward to your response and please let me know if
there is anything further that I could assist you with.
 
Regards
Mark

 
对于你的回复,客户为什么无感,无外乎下面这几个原因。
 
 
1) 答非所问,你回答的东西不在客户需求的点上。
2) 没有完整的机制。为什么国外很多机构叫做xxx solutions.,给客户提供一个完整的解决方案是我们应该做的事情。解决方案就要从产品,交期,价格,运输等等方面切入,给到客户一个全面完整的idea. 这才是他的兴趣所在。
3) 过多介绍。在收到客户回复以后,拼命的跟客户介绍一堆关于我们产品的,关于我们的优势。这个时候推销的点有点不在方向上面了。很多人还是拿着那一套good
pricing, good service 来给客户服务。基本上没有人相信。就好比客户问“你们的质量好吗?”然后你回复,“好,绝对好。”
4) 缺乏专业度。当然根据不同的产品,我们所提出的问题不一样,然而切入的点也不一样。切忌,不要上来就给客户一堆问题,巴拉巴拉连续提了十几问,那么一般的老外,分分钟就跑了。我们需要提一些相对专业性的问题。
5) 产品知识不全面。对于自己的产品掌握不够透彻。很多东西老外第一问就把你问傻了。跟所有人的回复一模一样。客户会视觉疲劳。
6) 不会借力。其实在运输这一块,完全可以让当地的forwarder去跟客户联系,增加信任,人家说一句抵上我们说好多句话。也是我们convince客户的一个渠道。
7) 模板式回复,没有新意。
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