开发信思路剖析,高回复率模板分享

外贸开发信是每一个外贸人必备的专业技能,虽然说外贸开发信的回复率有很多客观因素,但是高回复率的开发信,总是有它的原因的。所以,如何写出高回复率的开发信就需要我们好好的下一番功夫了,一封吸引客户的开发信必定是简洁扼要、语法正确、表达清晰、少用主动语态、避免重复词语、正式商业化的口吻,行文流畅凝练,且又能抓住重点的。1无论何种形式的开发信,大家应该谨记一个原则:不要把推销意图表现得那么明显,因为推销意
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外贸开发信是每一个外贸人必备的专业技能,虽然说外贸开发信的回复率有很多客观因素,但是高回复率的开发信,总是有它的原因的。所以,如何写出高回复率的开发信就需要我们好好的下一番功夫了,一封吸引客户的开发信必定是简洁扼要、语法正确、表达清晰、少用主动语态、避免重复词语、正式商业化的口吻,行文流畅凝练,且又能抓住重点的。



1


无论何种形式的开发信,大家应该谨记一个原则:不要把推销意图表现得那么明显,因为推销意图太明显的开发信,会两个明显的缺点:


1、容易被的邮件服务器判断为垃圾邮件,其特点为邮件服务器会在你的开发信标题前默认加上 [ SPAM ] 标识,客户收取邮件时自动转到垃圾箱。

2、让人生厌,基本上每个人的心理都排斥陌生的,生硬的推销。


同时也要知道,开发信的内容篇幅不宜太长,也不宜过短。必须言简意赅,能一句话说明白的就不要啰嗦用两句话,必须重点突出,让人看过后留有印象是基本的。


我们先看几个反面教材,也许你也正在套用着相同或者相似的模版,赶紧刹车,别犹豫,如下:


1


Hi, purchasing manager.


Good day!


We are XXXX supplier,and we have researched & designed some new product.


If you are interested in, I 'll send you our catalogue.


Thanks for your valuable time.


Regards.


Yours,


2


Dear Henry,


Glad to hear that you're on the market for xxxx products. We specialize in this field for xxx years, with the strength of 主要产品1,主要产品2 and 主要产品3, with good quality and competitive price.


Should you have any question, pls do not hesitate to contact me. 


FREE samples will be sent for your evaluation.


Kind regards,


3


Dear Larry, 


We know your company from alibaba.com. Your company seems sell safety vests, right ? I want to know do you need XXX products? 


We are Chinese professional manufacturer specializingsafety products, we can provide various types of safety vests with cheap prices.Hope it’s a good opportunity to work with you. 


Enclosed is thecatalog, please check it. If our products meet your need, please feel free tocontact me or call me. I will send you more details. FREE Samples can beprovided. 


Thank you very much. 


Best regards, 


4


Dear Mr. Mukund Kamath,


Glad to get your contact info from Indiamart!


We supply homogenizers and ice cream freezing machine with good quality and very competitive price. Hope to be a partner of your company!


E-catalog will be provided if needed. 


Email me or just call me directly. Thank you!


Best regards,


5


Hey guy,


XYZ trading here, exporting LANTERNS with good quality and low price in US.


Call me, let's talk details.


Rgds,


Rick



等等网上,论坛上流传的一些所谓“经典模版开发信”,毫无亮点,且细心的同学也会发现多个出现了SPAM高频词,这样的开发信在如今的外贸环境下是行不通的,我们的开发信需要一些有力度,有吸引力的亮点。


2


现在分享一个大神常用的开发信模版,回复率算是比较可观的。如下:


Dear Henry,


Glad to learn you're on the market of XXX products. 

(先淡淡地提到得知客户卖某类产品。虚则实之,实则虚之。让客户搞不清到底是展会上你认识了他还是听同行介绍,回忆不起来你的身份。 这里很多新手喜欢写一些什么Learn you from Internet/ Alibaba / Google 之类的,其实我建议最好不提,因为有些客户对一些未接触过的人的邮件就是提不起兴趣看,有时候甚至删推销性邮件都成了一种惯性动作。)


260 workers, 25000 ㎡ non-dust workshop, 12 years experience, 3 years' vendor of Wal-mart, ISO, CE & FDA certificated, one hour reach Wuhan port, this is how we keep good quality and competitive prices for global valued customers.

( 简洁再简洁地体现公司实力,用数字说话,合作的知名客户侧面印证,获得的认证一个单词certificated高度概括。靠近XX港口,据此内行的客户分析靠近产业集中地,很可能是工厂,突出质量和价格。)


Our main products cover XXX,XXX,XXX,XXXX,XXXXX..

( 简单介绍主要产品,不要写的过细,切中客户行业即好。)


If any product meed your demand, please feel free to contact us. Catalog & Free samples can be offered if price content.

( 有任何需要随时联系,如果价格满意,提供样品和目录。)


We're sure your any inquiry or requirement will get prompt attention.   

( 一句话结束 )



那么有人就有问题要提了:


1. 如果工厂没有这些数据呢?直接省略掉中间的数字说明吗?


没有这些数据的话,也要尽量想出一些其他有说明力的数值,比如年销售额,月产量,每个月出口客户地区的柜子数量,当地市场有多少客户(或者客户当地市场占你司销售额的比重),等等.. 选出你的某个优势集中这一点放大。

例如发给意大利客户:


We specialize in this field for 12 years, with the strength of non woven thongs, which are superior quality with competitive price.

Italy market covers our 40% sales amount with 11 customers there swallowing approx. 4X40'HQ monthly, customers from SPA, beauty salon and supermakets.


这些从侧面说明你对客户市场了解,可信度高,供货面广。


2. 真的让人眼前一亮,不过我几乎找不到自己公司的突出点怎么办?


有时候需要适当善意的忽悠, 如果实力真的不济,也不必担心。打个比方:


工人260人( 实际你工人只有70人左右,但是工厂三班倒,算算也差不多的......)

占地2500平米 ( 约40亩,实际只有15亩,但是正在筹划扩建分厂啥的......)

12年经验 ( 实际只有3年,你老板做了这个行业很多年了啊......)

家乐福供应商 ( 嗯,通过一个中间商在供应家乐福......)

市场上有N个客户 ( 只要你客户不是终端客户,当然很多间接客户...... )


3. 你统计过这个开发信的回复率吗?效果如何?开发了多少客户?


回复率还是挺高的,回复的客户不少。去年通过Google搜索开发,成交了14个新客户, 还有一些未成交,一些在跟进中,也有一些已经排除掉了。


开发信的确是一种不错的客户开发方式,但是一定要系统化,规模化,而不是三天打鱼两天晒网,想起来了就搜几个客户,发几封开发信,那样不会有什么好的效果。


4.  开发信中能不能发产品图片?加阅读回执是否合适?


不建议开发信带图片,如果一定要带图片,千万注意请放在正文中,而且大小控制在100K以内,不要放在附件里。


阅读回执这个东西,反应的情况不一定准确,有时候客户点了开发信,也会选择不发送阅读回执。对于普遍撒网的开发信,建议不加阅读回执,对于针对性的开发信,加不加阅读回执都可以,但是强烈建议给邮件加上高优先级。


5.  我最近正在苦恼,发的开发信终于有客户回复了,但是客户经常都是会抛一个询价单,我辛苦的报了价格后,对方说正在看价格,然后就不理会我了。我意识到要开始筛选询价单,但是有时又怕自己判断力不够,错失好的机会,可以给我一点小提示吗?


不要客户要报价你就直接报过去,报价之前首先要调查、研究客户。另外一定要问几个你关心的问题来考察客户的需求、真实性、诚意以及获得更多的信息。


我打个比方,你卖空调,有客户问:什么价格?你回答:4960元。然后客户拍拍屁股继续往下一家逛了。你追过去问:你觉得价格怎么样?想不想买?给个回复。客户不理会你,继续逛他的。你看,这和你的情况多么相似?


其实很多时候,新手最容易犯的一个错误就是:沟通过程中不善于提问而造成的沟通的断裂。


客户问:什么价格?

你问:您要几台?房间面积多大?是用在自己住的房子还是用租房子用的?

客户回答:我买2台。都是放在自己住的房间里用,房间面积大概13个平米左右吧。

你再引导:好的,像您这样的需求,可以考虑两种方案:


1. 自用的话可以考虑买个质量好点的,省电节能环保。目前我们市场上卖得非常好的是2匹的这种款式的变频空调,能效比为1级,两台的话我可以申请一下好一点的促销价。

2. 或者您也可以看看我们性价比最高的这一款,其实这款也非常不错,是我们五一时候促销的主打机型。等等...


不急着报价,先了解基本需求,然后再去综合考虑去报价。如果客户没有回复,就打电话或者继续邮件跟踪。


3


最后在附上几个值得去借鉴和参考的开发信模版,如下:


但是要提醒大家,无论是什么样的模版,不建议直接套用,因为不同的产品,不同的行业,不同的客户市场,不同的客户类型,等等不同,都是你需要考虑周全的因素。我们要学习的是写作思路,然后在进行自己的加工和润色,最后适合自己的,才是最好的。


1


Hi Kelvin,


Glad to hear that you're on the market for flashlight and other promotional items.


This is C from *** Ltd in China. We specialized in flashlights and premiums for 10 years, with the customers of Coca-Cola, Craft, Pepsi, etc., and hope to find a way to cooperate with you!


Please find the pictures with models and different packaging in attachment. An American guy purchased this model in BIG quantity last year. I would like to try now, if it's suitable for Europe.


FREE SAMPLES can be sent on request. Call me, let's talk more! 


Thanks and best regards,


2


Dear Sir or Madam, 


Are you interested in saving some money on importing any of the following?: 


- High quality thickness planer 


- Bench planer 


- Combined planer & thicknesser 


- Woodworking machines 


All of our products are very affordable as a result of being produced in special economic development regions of China and we are more than happy to help you with the import/export process too! My contact details are below, and I would be glad to hear from you. 


Kind regards!   


3


Hi Sir/Madam,


Glad to hear that you're on the market for furniture,we specialize in this field for 14 years,with the strength of ERU&USA ANTIQUE FURNITURE,with good quality and pretty competitive price.


Also we have our own professional designers to meet any of your requriements.


Should you have any questions,call me,let's talk details.


Best regards!


Leon


4


Hello


As knowing that you are in the Dynamic Balancing Machine market . XXX ltd here, writing to establish business relationship with you .Our company has won AUDITED SUPPLIER by SGS-CSTC and passed ISO9001:2008 authentication of TUV,CE Certificate of Ente Certificazione Macchine


Our products involved in : 


1,belt drive balancing machine

2,universal joint drive balancing machine

3,single-plane vertical balancing machine

4,transmission shaft balancing machine

5,auto-positioning balancing machine

6,self-drive balancing machine and so on


Products have been widely used in fields like fans, motors, air-conditioners,automobiles,internal combustion engines, Aera-spaces, textile machinery, metallurgy and etc.[开发终端客户时,可插入应用范围]


Please don"t hesitate to contact me if there is any item you are interested


5


Hi


This is nanette from xxx co.,ltd.We are a professional manufacturer[相对贸易商,客户更倾向于生产厂商合作] and designer in lamp area in Shenzhen, China. All our lamps have been ISO 9001,CE,RoHS,EMC certified [相关证书信息]and get a high reputation and hot market in europe and north america,and other countries. 


Products mainly include table lamps,celling lamps,Indoor and outdoor lighting and Landscape Lighting etc.


Pls feel free to contact with me if you would like to know more ! 

B.wishes


6


Greetings,

Xxx(公司名称) is a leading manufacturer specialising in the production of (xxx 产品. Over the last few years, the Company has quickly developed a reputation as the World leader for xxxx, with a range that is unrivalled in any territory. With our xxx(证书) accredited manufacturing base in Asia and sales and marketing offices spread over five continents we can offer an International service to our clients. Supplying both small businesses as well as Multinational brands we can provide (xxx 产品)options whatever your size or budget. Please see below for some of the styles of xx 产品we offer.

∙         xxx

∙         xxx

∙         xxx

∙         xxx

(xxxx options available)


By combining the latest rotogravure print technology with our specialist film structures, we can also offer companies bespoke printed services available at flexible volumes, competitive prices and quick lead times. Working alongside some of the best brand in the Industry we understand the requirements for your packaging and we assure you that through our innovative products and eye catching print quality we can help set your brand apart in the Market.  这是包装行业的一些细节性介绍,大家可以参考,写出自己的模式。


As your dedicated account manager, please let me know your current packaging needs so that I can provide you with a no obligation quotation as we genuinely believe we can provide you both a superior service together with cost savings. Our business model is built on establishing long term and valued relationships and we would be honoured to be your preferred partner for your packaging needs.

(这个模版比较适合针对欧洲市场的客户)



再好的开发信最终也需要发给更多,更精准的客户才会有回复率。


顶易中国客户开发与跟踪系统实现了完全突破手工在互联网上搜索的“持续性、效率、数量、精准度、覆盖范围、数据有序化管理”等上面的瓶颈,利用全球5大洲每个国家的主流搜索引擎,行业搜索引擎,通过关键词搜索、特定地区搜索、多语种搜索、自定义搜索、智能神经网络搜索、易云搜索等多种搜索途径,精准高效的在第一时间搜索出你全球范围内的潜在目标客户并抓取客户信息。同时配备了高效邮件营销功能,批量精准的将每一封开发信精准的投放到所需求的国外客户手里,获得稳定优质询盘。


这样才能真正意义上发挥主动出击开发客户的效果,另外在你使用软件高效搜索开发带来稳定优质询盘的同时,是可以最大化的解放业务员的时间压力和精力压力的,从而把业务员解放出来,让他们放心、安心、全心的投入到分析了解市场、跟进询盘、维护客户关系等重点工作当中去,你就能一定程度上获得更高的询盘转换率,客户返单率,以此来形成一种良性循环的态势。