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开发信实战小窍门:问号用得好,回复率更高!

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身为外贸业务员,我也一直在尝试创造个性邮件,争取激活客户的购买欲望,从而获得更高的回复率,与客户达成交易。

不同的阶段,针对同一位客户,每一封邮件肩负着不同的使命。针对不同客户,每一封邮件的目的也各不相同:

给沉睡客户的开发信,目的是为了让客户动起来;

给老客户的问候信,是为了刷存在感,保持熟络;

群发的促销邮件,是为了知会客户促销的产品范围、优惠原则、活动时间;

跟进产品使用情况,是为了收集用户体验、对后期合作做出预测。

只有客户回复了邮件,我们才有机会报价、议价、讨论付款方式及运输方式、交货期、签订合同达成交易。

如何提高邮件回复率?笔者梳理工作经验发现,邮件正文以问号结尾比以句号结尾的回复率更高!以下是部分邮件实例。

笔者署名Alisha,公司产品为数控刀片Carbide Inserts及刀具,邮件均来源于实际外贸业务工作,为了不泄露公司信息,邮件的署名和客户名称、邮箱地址等均有改动。



实例一

开发信


开发信最难写、最具挑战性,也是最有个性和创造性的。邮件的主题可以多元化,以突出个性,争取曝光率、点击率和阅读量。开发信邮件的形式也可以多样化,如纯文字、图文并茂、纯图片无文字。同样一封开发信发给不同的客户,客户A可能不回复,但是B和C会回复。

Dear David,

Greetings! We supply carbide inserts in ABC brand, which quality can compete with Sandvik. Do you have requirement recently?

Regards,

Alisha

Subject: Re: Tools Maker

No, we have plenty inserts in stock.

David

分析:

此开发信主题明确,内容简短。用一句话体现产品的卖点:我司供应ABC品牌数控刀片,质量可以与SANDVIK(同行业领头羊)相媲美, 您近期有需求吗?

有时候,开发信邮件开门见山比拐弯抹角更有成效。有些业务员很喜欢大篇幅地介绍公司光荣历史、发展历程、现有优势、产品种类等等。如果你的邮件目的是让客户了解公司的背景,建议专门写一封邮件,单独介绍公司信息。

客户给出了简短的回复:我们还有很多库存,近期没有需求。虽然只有一句话,但是却可以给我们很多指引。客户有很多库存,暂时没有需求, 那么针对该客户的跟进便可做出相应的调整,比如原定计划是每两周跟进一次,可以更改为三周或每月跟进一次,降低跟进密度。虽然客户有大量刀片库存,其他刀具是否也有库存呢?如果没有,那我们就可以乘虚而入。



实例二

开发信跟进之主动出击


Subject: Renault, we can supply carbide inserts

Dear Renault,

Very glad to receive your brief and quick reply.

Concerning carbide inserts, we have our brand ABC which shares equivalent quality with Sandvik with 17 years’ experience.

Are you a Sandvik agent in US? Or you are just a Sandvik reseller or trader?  (If you don't mind)

Alisha

Subject: Re: Renault, we can supply carbide inserts

Do you now have sales network of resellers and agents in USA?

Subject: Re: Re: Renault, we can supply carbide inserts

Renault,

Frankly, we have some customers in US. But till now we do not have agents.

This year, we are planning to build up our sales network in US, if you are interested in it,

pleasure!

Alisha

Subject: Re: Re: Re: Renault, we can supply carbide inserts

Would you have interest at discussing with me my representation as your "exclusive importer" for the USA?

Subject: Re: Re: Re: Renault, we can supply carbide inserts

Why not?

Subject: Re: Re: Re: Renault, we can supply carbide inserts

Good!

分析:这是Alisha和某客户关于美国独家代理的一问一答,双方各自出击,获取目标信息。Alisha在回复客户“是否有兴趣谈一谈成为美国独家代理”的问题时,只有两个单词:Why not? 按照常规的中式思维,标准的回复应该是这样的:

Dear Renault,

We are very glad that you are interested in being our exclusive agent in US. US is a big potential market for carbide inserts. We believe we will work well as soon as we start substantive cooperation.

Here is the basic requirements of being our agent in US.

1.……

2.……

3.……

4.……

Alisha那句“WHY NOT?”在客户面前卖了个关子。如果客户真心实意想成为代理,他后面必然会询问成为代理的基本条件,并提出他的合作要求,到时候再跟客户谈具体合作细节都不迟。如果客户后续没有正面回复,那说明客户只是随便问一问。通过简单的反问,让客户来跟进需求,既是一种出击,也是一种防御。

在产品销售过程中,除非是知名品牌,很多客户通常是有专业经验、野心勃勃的同行,从不购买产品,却喜欢与供应商谈论(独家)代理权、经销资格。最后真正合作的几率并不高。遇到这类客户,业务员需要从长计议,打持久战。建议可以先让客户购买样品或下试订单,循序渐进,在客户完全认可产品质量、接受价格的基础上,再来谈代理或经销事宜,否则一切都只是纸上谈兵。



实例三

老客户跟进之产品促销


Subject: Promotion! Buy inserts get tool holders free

Dear James,

We are a carbide inserts maker in China. In December, TNMG220408-DM/KBC252 is in promotion, unit price is 4.55 USD/PC (EX.W.), buy 10 get 1 tool holder free. Do you have interests to place an order?

Regards,

Alisha

Subject: Re: Promotion! Buy inserts get tool holders free

Dear Alisha,

Thanks for the news. We still have TNMG220408-DM/KBC252 in stock, but we will consider to buy some 500 pieces for next quarter in advance.

Please send formal quotation.

Regards,

James Witt

分析:基本上每个月业务员都要循环跟进客户。在客户没有回复的情况下,有时候会找不到联系客户的理由和借口。当公司在每个季度或节日都会有促销产品或限时特价,业务员便有了跟进客户的理由和明确的邮件主题。我们可以根据公司的实际情况,灵活地组织语言。

该邮件特别有针对性,Alisha只推荐一款促销产品(市场平均需求量最大的一款)。客户要求发送正式报价单。我们在报价时可以把TNMG220408-DM/KBC252这款放在第一项,其他促销的型号也添加上去,供客户参考。如果客户真的有需求,则会按照促销清单,确定每一款的数量,确认采购订单。



实例四

老客户跟进之理清客户之间的关系


Subject: Prices

Good day, Alisha,

Can I please get prices on the following?(Tin coated & Oxidation process.) M2 - M12 Gun Tap (Spiral point) & Spiral Flute.

Kind regards,

Akon Koen

Subject: Re: Prices

Dear Akon,

Good day!

Do you require solid carbide end mills? Do you have detailed specifications or pictures for reference? Or shall we submit our catalogue for you to choose?

By the way, what is your relationship with Johnson, if you don't mind?

Regards,

Alisha

Subject: Re: Prices

Good day Alisha

Thank you for your email, if you could submit your catalogue please. I work with Johnson at FCT.

Regards

Akon

分析:很多业务员都有类似的经历,我们与来自同一公司的不同联系人同时保持联系。联系人A是总经理,B是总经理助理,C是船务,D是财务,E是采购。理清同一公司不同联系人的职责,对自己的工作总是有帮助的。

后续跟进,如果是开发信或产品推荐,收件人可以是E采购,邮件抄送给ABCD。如果是与出货相关的邮件,收件人可以是C,同时邮件抄送给ABDE。归根结底,写邮件和说话一样的,一定要跟对的人说对的话。同理,我们也要根据邮件的中心思想,将邮件投递给对的负责人。这样,才能提高效率、做到事半功倍。

回归案例,一直以来,都是Johnson与Alisha保持联系。因为留意到客户Akon的邮箱后缀与客户Johnson是一致的,Alisha在邮件尾部询问了Akon与Johnson的关系,得到了确认是同事关系。接下来Alisha在提醒一直联系的Johnson反馈测试结果的邮件末尾,追问Akon与Johnson的关系,一方面避免追问Akon引起反感,也可以与Johnson找到话题。

Subject: Consignment received

Dear Johnson,

Good day. How are you?

Please share the testing result when it is available.

Can we know your relationship with Akon Koen (akon@fct)? Some items and catalogue were inquired at the beginning of July. Later, no news. Are you working in the same company?

Subject: Re: Consignment received

Hello Alisha,

We started the testing of the inserts late last week and the feedback from the guys are very positive. They tested it on the CNC machines and both grades of the DNMG inserts performed really well. We will be in contact and also invite you to quote on all future insert and tooling inquiries.

FCT work team currently is:

Akon Koen - Senior Sales Representative

Ethen Vero - Sales and Marketing Director

Jacques Robert - Technical Manager

Karin Vilian - Senior Administration Manager

Christ Dench - Sales Representative

Johnson Hill- Managing Director, Financial, Procurement

You may from time to time receive enquiries from any one of the team, although final orders will be done by me.

New enquiries to follow soon.

Regards,

Johnson

分析:客户反馈测试结果良好。好消息可以给人带来好心情,人们在有好心情时才会更好说话、更愿意说话。这里要强调一下产品品质的重要性,只有过硬的产品和服务,客户才会考虑未来是否有深度合作的可能。否则,Alisha也很难顺利获取Johnson团队的主要成员和相关职责信息。

这里可以了解到团队成员都有可能询价产品,但是订单的决定权在Johnson。那么,在以后的跟进中,就可以做到心里有数。如果是FCT成员的邮件,在回复时抄送给Johnson,而给Johnson的邮件不需要抄送给其他人,除非客户特别指出要抄送给某位团队成员。



实例五

客户跟进之面对客户投诉


Subject: Re: Testing result

Dear Nick,

We are sorry the testing result of DNMG150604/KBC252 is not positive. Other customers bought the same model, we never got negative result.

Would you please tell us your working condition with the DNMG150604/KBC252?

1.What is the workpiece material (Steel, Stainless Steel, Cast iron etc.)? What’s the hardness?

2.What’s the cutting speed (Vc), feed (Fn) rate and cutting depth (Ap)?

Regards,

Alisha

Subject: Re: Re: Testing result

Dear Alisha,

The work piece material is stainless steel 304. The hardness is 20-30HRC.

Regards,

Nick

Subject: Re: Re: Re: Testing result

Dear Nick,

There is a big mistake about the usage of inserts DNMG150604/KBC252. Here is the recommended technical parameter:

For P10-P35 (Steel)

Vc: 340(280-440) m/min

Fn: 0.30(0.20-0.6) mm/rev

Ap: 3.0(1.0-5.0) mm

It is highly recommended for general machining of STEEL (<40HRC), NOT stainless steel.

Do you still have the inserts? Would you please work them on steel?

Regards,

Alisha

Subject: Re: Re: Re: Re: Testing result

Dear Alisha,

We used the same insert to work on steel 1045 with hardness 22HRC.  It works properly with higher efficiency and longer life.  Each insert can work 500 parts. It is 80 -100 parts more than brand A. Thanks a lot for your help.

Regards,

Nick

分析:每次打开客户的反馈邮件前总是战战兢兢,生怕看到客户的投诉或负面消息。该邮件是基于客户对数控刀片的测试效果的投诉。遇到这样的情况,首先跟客户致歉,其次分析问题,给出解决方案。或许客户在一开始会因不能理解而心情不佳,但是沟通的目的是为了解决问题。

在回复的邮件里,Alisha没有对客户的反馈做任何评价,而是首先礼貌性地表达歉意;其次,结合其他客户的良好使用记录,推测该客户的测试结果不好也许是 因为使用不当;再次,Alisha提出两个细节问题:被加工材料的硬度,加工时的切割速度,进给量和切割深度,这两个问题所提及的每一个因素都是影响测试效果的关键。

客户Nick只回复了被加工工件材料和硬度,而这正是关键所在。Alisha提醒客户,产品只能用于加工钢材,而不是不锈钢,并给出建议切削参数,让客户再次尝试。所幸客户很配合,在切割钢件时,产品通过测试,并且拥有更长的寿命和更高的加工效率,比A品牌能多加工80-100个工件。如果Alisha提出的问题不够具体,或许客户只会笼统作答,导致找不出测试失败的原因。

Alisha只用几句简单的英文短句,不仅仅将自己的专业性表现得淋漓尽致,挽回了这个客户,也进一步提升客户对产品的信心和对业务员的信任。通过此番邮件往来,Alisha必定给客户留下深刻的印象,这也为今后的沟通和合作做好铺垫。

这里要多说一句,有些业务员写英文邮件喜欢凸显自己的英语写作水平,复合句,如主语从句、定语从句、宾语从句,从句套从句等,洋洋洒洒在买家看来实则语序杂乱、词不达意,并不能准确地传递信息。

我们应该考虑到,在客户很着急很忙的时候,不是每一位客户都有时间和耐心来静读长句子,在非英语母语国家,也不是每一位客户都有良好的英语水平来剖析复合长句的逻辑。

当需要表达几个备选项时,比如A不成立,则出现B情况;如果B不支持,则产生C的情况;若以长句、各种从句呈现出来,则会给客户增加阅读理解的难度。必要时,把解决方案按A、B、C清清楚楚地一一列出,询问客户选哪一种解决方案,不仅能引导客户快速下决定,而且无论客户选择哪一种方案,问题都能顺利得到解决。

成功的销售大都相似,而失败的销售却各有各的原因。所谓“浓缩是精华”,在撰写英文邮件中,我们不仅要学会简要陈述,也要学会通过提问去沟通。


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