開發(fā)信模板：激活好久沒有下單的老客戶
模板1
By Dr. Mel Luthy, Chief Editor,
We value all our business relationships with customers. We have especially enjoyed supplying your paper needs for the last five years. You understand, then, why we are concerned that you have not placed an order for the last six months. If we have offended you in any way, we sincerely apologize and want to regain your good will. We would appreciate knowing how to serve you better.
We have enclosed brochures of our new fall products. Since we have served you for such a long time, we can offer you prices that compare favorably with the prices on your previous contract. We are confident that both our new and standard products can meet your needs in every way. We hope to hear from you.

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By Dr. Mel Luthy, Chief Editor,
Last year was a great year for us. Why? Because we had the privilege of filling several large orders for you. We have not heard from you for several months, so it seems that you have forgotten us. Did we do something to offend you? Or have you been so busy that you inadvertently overlooked your need to reorder?
Providing excellent service to our customers is very important to us. Since we would hate to lose you as one of our most outstanding customers, reestablishing our rewarding business relationship is top priority. Is there a time that I might meet with you to discuss your concerns? Please call me at 555-5555, and I will find a time that is convenient for you.
Were you aware that last year several of our products won awards for quality and affordability? And that we have a new line of cleaning products that is environmentally friendly, yet powerful? Please take a moment to reconsider whether you want to miss out on the quality products we can provide at such a nominal cost.

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By Dr. Mel Luthy, Chief Editor,
Over the years you have been a loyal Doe customer, and we have enjoyed meeting your office-supply needs. However, we have not received an order from you in over three months, and we are concerned. Is there any way we can improve our service to you? We are aware that during the trucking strike, many of our customers could not get their orders filled quickly. Since then we have taken steps to ensure that every Doe customer receives prompt, reliable service. Will you please let me know if we can do anything to win you back? I have enclosed a copy of our new fall catalog. Call me personally at 555-5555 if I can help.

以下模板由陰陽魚起草。歡迎交流 .
模板4
Dear xxx,
Very glad to know from your web site, that you are the leading wholesaler of plastic products with most prestigious quality.
To be even more successful, you might look for a very capable & reliable producing supplier. XXX is a good one for you to rely on. We have passed ISO9001 since 2005, and our products has CE certificate.
Our satisfied customers include Dupont, Demag, Weland, Cas, Aliplast. I am very confident that when you work with us, you will have the same satisfaction.
Can you do me a favor? What we should do to apply for & become your new vendor?

Best regards,
XXXX

模板5
Dear John,

Good morning!

I just visited your web site, and know that you are the leading wholesaler in Poland for fashionable gloves, with prestigious reputation for the quality.

You may be happy to find a new reilaible source of gloves with superior quality & Reasonable prices. You can select from an abundant variety of premium quality Jeans with stylish originaldesigns updated every 6 monthes.

Our factory has a capacity of XXXX gloves monthly, probably the largest in China. Since 2009, we have passed ISO9001, and all our products has CE certificate. I attach the certificate images in the next email,please find them.

Our satisfied customers include XXX, XXX & XXX. I am confident that when you work with us, you will have the same satisfaction like them.

To enable you to get a good understanding of our quality and service, we would like to extend a very special offer for your first sample order, with 15% (only limited to the first container).
In the next email, I will attach you the product catalogs. Please tell me what items are more salable for you.

Best regards,
Sam
PS: We are also very capable to custom make for you. Please just tell me the styles you select.

模板6
Dear XXX,

Good morning!

I am very glad to know you from your professional website, you are the leading company in Japan for machine vision system. I also notice that you pay much attention to lower your cost for quality machine vision system. That is where I can be of help.

May I introduce myself to you? I am XXX, from XXXX. We have been in machine vision system industry for more than XXX years. I am confident that we are capable to meet your quality standard, while cutting your cost by at least 10%. Please be sure, we are also very capable to custom produce with your drawings.

To enable you to evaluate our quality, may I invite you to visit our factory?(或者：may I send you a sample?)

Best regards,
XXXX

Re: a reliable veteran Tyre supplier with 20 years professional experience

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Dear XXX,

A good supplier will save you money and be free from trouble. Quality means a lot for a tyre wholesaler like you. To be safe from customer complaints, you may need a very reliable supplier to count on. We are a right one for you.

XXX has already 20 years professional experience in XXX tyre, & XXX tyre. Our factory passed XXXX. Customers like XXXX & XXXX are very satisfied with our tyres for many years.

To let you have more ideas about our tyres, in a separate email, I will send you our testing report by SGS.

We would very much welcome your enquiry, surely you will get our best price.

Best regards,
XXXX

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Re: Lower your cost for baskets purchase by 20% more

Dear XXX,

Good morning!

I am very proud to find some baskets on your website are produced by us. (先建立同客戶的關(guān)聯(lián)感）Attached please find some pictures. (證明可信度）

You may save much cost by ordering directly from a manufacturing supplier like us. (給客戶的好處）When you make such decision, we would be pleased to offer you our hand for your first time importation, which is rather easy. （打消客戶的顧慮）

We have just released abundant new styles of Gift basket/Camping basket/Picnic basket, do you want to have a look at the new designs?

Best regards,
XXXX

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Re: New Energy Saving Iron( 或者其他)

Dear Smith,

Leading companies such as XXXX, now use XXX as their reliable supplier for XXＸ products.
For a cost equating to XXX, your customers will be able to save energy cost by %.

The remarkable XXXX Iron uses (工藝) to:
? 同客戶相關(guān)的成果1
? 同客戶相關(guān)的成果2
? 同客戶相關(guān)的成果3

To test XXX’s effectiveness, you can arrange a free no-obligation trial now, by just replying this email. We will reply you immediately to arrange it.

Best regards,
XXX

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Re: Saving your purchasing cost for quality XXXX

Dear John,

When you next consider your arrangements for XXX products, I would welcome the opportunity to understand your requirements and situation.

Our customer include (XXX,XXX), who have found our XXX is superior in quality while saving them % cost from working with us.

I will send you more detailed information regarding this product in another email. When you receive it, can you please email me your requirement for this product?

Best regards,
XXX
開發(fā)信模板：客戶產(chǎn)品線已經(jīng)有本公司產(chǎn)品

當客戶已經(jīng)從競爭對手處購買同類產(chǎn)品的時候，好消息是客戶已經(jīng)有需求，及立即的采購計劃。壞消息是，客戶可能對于現(xiàn)有供應(yīng)商很滿意，并不要更換供應(yīng)商，此時殺進去難度很大。而且需要經(jīng)過客戶的反復(fù)考驗。

大型采購商：
一般大型采購商對于供應(yīng)商的管理，會有一個主要的供應(yīng)商，可能采購量達到60-70%，一個次要供應(yīng)商采購20-30%，和一個第二替補供應(yīng)商，采購10%左右。一旦主供應(yīng)商有問題，采購商會迅速培養(yǎng)次要供應(yīng)商和第二替補，以免出現(xiàn)供應(yīng)短缺的風(fēng)險。對于這類的采購商，業(yè)務(wù)員首先要了解自己公司是否有實力成為該采購商的供應(yīng)商，心中有數(shù)。客戶就像鞋子，合腳的才是好的，不是越大越好，以免浪費自己的精力，又搞得自己很沮喪。
如果有這個實力，第一步的目標是成為該客戶的10%的第二替補。在此之前客戶可能要反復(fù)考察你的質(zhì)量，服務(wù)等等。業(yè)務(wù)員要有耐心，認真對待每一次打樣，每一個小單子，都是客戶的考驗和測試。
要成為他們的第2替補也不容易呢？這初步建立聯(lián)系的時候，要仔細考察客戶的產(chǎn)品，市場定位，市場對于產(chǎn)品的偏好，要求，并考察客戶現(xiàn)有供應(yīng)商的短板，從以下幾個方面切入：
1） 不斷開發(fā)適合市場需要的新品，推薦給客戶，如果新品被選中，則可以順利建立關(guān)系
2） 考察客戶網(wǎng)站，看看客戶的用戶對于現(xiàn)有產(chǎn)品的反饋和投訴，試圖解決這些不被現(xiàn)有供應(yīng)商重視或者解決不了的問題，這些應(yīng)該是客戶很關(guān)注的；
3） 考察客戶銷量比較大的款式的產(chǎn)品，研究看是否有方法可以在保證質(zhì)量的情況下，大幅度降低成本，通過價格吸引客戶。

中小型采購商：
相比大型采購商，中小型采購商的數(shù)量要小點。有幾個情況可能不同，一個就是有可能采購者就是owner本人，當然也有很多是專門的采購經(jīng)理的；一個就是很多中小型采購商的細分市場定位。比如有的定位很高端，有的很低端，那么，他們關(guān)注的供應(yīng)商資質(zhì)和產(chǎn)品也是很不相同的。比如定位高端的，會很注重質(zhì)量，以及產(chǎn)品的差異化。而低端的則更注重價格，對于款式往往是要求最大眾化的。
另外，老板本人或者家族成員采購，采購心理同職業(yè)采購經(jīng)理也是不同的。他們更關(guān)注實惠，直接讓他們看到實惠。而職業(yè)采購經(jīng)理，則同時關(guān)注責(zé)任的承擔和職務(wù)的升遷。不太愿意為了降低一些成本而冒更大的風(fēng)險。盡量給他們提供更多的說明材料，以便他們?nèi)フf服他們的老板。如果你有產(chǎn)品認證，ISO9000等，他們會覺得他們承擔的風(fēng)險小很多。

這第一封開發(fā)信，一定要突出自己的優(yōu)勢，如果你所能提供的同我現(xiàn)有的供應(yīng)商一樣，我為何要費那么大的力氣換個供應(yīng)商？你需要給我充足的理由換你來做。

開發(fā)信要開門見山，點出你能給客戶帶來的好處，并且要有充分的令人信服的論據(jù)來支撐你的觀點。

推薦新品

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Hi John,

Good morning!
We are a candidate vendor for XXX company, currently we are serving XXXX，XXXX customers (先給2個大客戶的名字，最好是同目標客戶時同類的。). We have passed ISO9001, and our products has passed UPC certificate. We are very confident that you can rely on us as a capable vendor.

I am writing to introduce a new product to you. This product is targeting 20-29 years’ lady. The sales in XXX market have proven to be very successful. Within only 2 months, the sales have reached 100000 units. I noticed from your web site, that 20-29 years’ lady is one of your major clientele, so introduction of product XXX should be a big sales hit for you.

BTW, we have the samples ready. Do you want to evaluate this new product XXXX?

Best regards,
XXXXX

克服問題

模板12

RE: Hi John,

Good morning!

I just visited your web site, and studied your customers’ feedback on your product XXXX. It sounds that your customers (390 customers remarked online) are demanding to: XXXXX 陳述一下客戶潛在的問題。

We have successfully helped 20 customers solved this problem. XXXXX(描述一下細節(jié)，給點具體的信息。不要太詳細，留個伏筆，下次再聯(lián)系他)

Very briefly about ABC Company, we have abundant experience serving XXXX，XXXX customers (先給2個大客戶的名字，最好是同目標客戶時同類的。). We have passed ISO9001, and our products has passed UPC certificate. We are very confident that you can rely on us as a capable vendor.

May you give me a chance to present you more information on this? I will be glad to send you more detailed information upon your consent.

Best regards,
XXXX

降低成本

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Hi John，

Good morning!

We are a candidate vendor for XXX company, currently we are serving XXXX，XXXX customers (先給2個大客戶的名字，最好是同目標客戶時同類的。). I am writing to tell you, that we are able to cut your cost for XXX　item by 20%, thanks to the current break-through innovation on the production process.

The reduction in cost will not in any way influence the quality. We have passed ISO9001, and our products has passed UPC certificate.

What products are you currently purchasing? May I make an offer to you based on these items for you to compare?

Best regards,
XXXXX

開發(fā)信模板：詢問相關(guān)業(yè)務(wù)的聯(lián)系人

清楚了客戶的興趣之所在，以及自己公司和產(chǎn)品的優(yōu)勢，研究清楚如何引起客戶強烈的興趣后，就要考慮這封信要發(fā)給誰了。找到具體的聯(lián)系人，會讓開發(fā)信的成功率數(shù)倍提高。
先在google里搜一下“purchase manager, buyer, general manager, merchandiser 等+ @客戶網(wǎng)站.com”，如果能直接找到采購負責(zé)人的電話最好，如果找不到，就直接搜 ” @客戶網(wǎng)站.com”,找到任何客戶公司任何一個聯(lián)系人，再像他們問采購負責(zé)人的聯(lián)系方式，成功率也很高。

新手切忌不問收件人是誰，上來就推銷，說一通套話我們是最大的，我們是質(zhì)量最好的，最便宜的。這些太空洞了，而且沒有人會在乎你怎么樣，那跟我有何關(guān)系。推銷會讓客戶很反感。尤其是收信人并不是具體負責(zé)采購的人，看到這樣的推銷信，直接就刪除了，或者報告到垃圾郵件箱里了。

這封郵件的目的要清楚，就是找到相關(guān)的采購負責(zé)人。客氣禮貌地說明來意，郵件可以簡短點。

詢問相關(guān)業(yè)務(wù)的聯(lián)系人---已知聯(lián)系人，不知聯(lián)系方式

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Re: Hi Mary, can you tell me the email of Mr. XXXX?

Dear Mary,

Hope you have a nice day today ?

Can you tell me the email address of Mr. XXXX?

I would very much appreciate your help.

Best regards,
XXX

不做進一步說明，這個mary有很大概率覺得這封郵件來自一個已有的供應(yīng)商或者熟人。如果對方問起來，你是誰，你再可以解釋一下。

詢問相關(guān)業(yè)務(wù)的聯(lián)系人---不知聯(lián)系人，不知聯(lián)系方式

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Re: Hi Mary, may I ask you for a favor?

Dear Mary,

Hope you have a nice day today ?

We are a qualified supplier of XXX Company, we can help you to save at least 15% of your purchasing cost for product XXXXX.

May I ask you for a favor? Who should we contact for evaluating this further?

I would very much appreciate your help.

Best regards,
XXX

開發(fā)信模板：客戶產(chǎn)品線里還沒有本公司產(chǎn)品時

如果客戶產(chǎn)品線里還沒有本公司產(chǎn)品，對于你來說是個潛在的機會。如果是個大客戶，開發(fā)的周期會很長，因為大公司做決策流程很長，需要不同部門的審批。

從客戶的立場來想，當我們不知道這么一個新品的時候，有供應(yīng)商來找我們。我們會是什么樣的一個判定流程呢？
1） 這個產(chǎn)品是什么？為什么我要加入現(xiàn)有產(chǎn)品線？
2） 嗯，這個產(chǎn)品不錯。這家公司資質(zhì)如何？有能力保證品質(zhì)和供應(yīng)嗎？
3） 他有能力做，價格是否有競爭力？我是否要比較一下其他的供應(yīng)商？

所以我們初期的目標應(yīng)該設(shè)定為讓客戶接受這個產(chǎn)品，第二步的目標是讓客戶接受我的公司。如果客戶第一步對產(chǎn)品感興趣了，此時要及時介紹公司，證明你們有能力提供高品質(zhì)的產(chǎn)品，保障供應(yīng)。

第一封開發(fā)信需要把新產(chǎn)品介紹給客戶，同時，還要把產(chǎn)品的益處，能給客戶帶來什么商業(yè)利益講清楚。如果有些銷售統(tǒng)計數(shù)據(jù)證明這個產(chǎn)品快速上升趨勢的話則最好。

先寫一個，歡迎大家踴躍貢獻。

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Dear John,

I just visited your web site, and found that you are not offering XXX products to your customer yet.

The sales of XXXX product in your local market grows very fast. The sales are expected to be very hot in 2014.

May I give you a little more information regarding XXX products for your study?
Target: It targets 30-40 years old man.
Features:
Price range:
Landed cost for you:
Estimated sales for you:

BTW, we have samples ready, do you need a sample to evaluate it?

Best regards,

XXX
這封開發(fā)信的重點在于讓客戶知道有這么一款產(chǎn)品，市場上銷量不錯。產(chǎn)品介紹的側(cè)重點在于便于讓客戶直觀地評估該產(chǎn)品帶來的收益，所以一些信息如目標市場價，采購成本，銷量等都很有幫助。

開發(fā)信模板：利用展會發(fā)開發(fā)信

我們一直使用integrated marketing. 國外有研究，平均每個客戶要觸動8次才能合作。業(yè)務(wù)員如果覺得我發(fā)個開發(fā)信客戶馬上就過來同我合作了，因為我是最好的，最大的。那也未免太天真了。即便面對好的產(chǎn)品，客戶也要有個接受過程，從感興趣了解，到調(diào)研市場，到比對質(zhì)量和價格，到拓展可能的銷售渠道，等等有很多工作要做呢。那你說，如果客戶現(xiàn)在正在采購這個產(chǎn)品呢？是啊，如果在采購，那他就有現(xiàn)成的供應(yīng)商。只有在對這個供應(yīng)商不滿意的時候，你才有機會，往往搶別人的客戶也很難。

所以我們每次展會前都發(fā)送大量的郵件給客戶。正好也是一個借口，客戶一般不反感。如果能去參展，我們展會流量會增大，能當面談當然成功率要提升很多。如果客戶不去，也沒關(guān)系，他至少了解我們多一次。這種方法宣傳既有重點，又有廣度。那些到了展會的客戶可以進一步深談，而沒有去的客戶也加深了一次對公司的印象。公司堅持參展對于客戶來說也是一個信心。

模板17
Re: Hi Mike, will you visit the Canton Fair on April 15th, 2014?

Hi Mike,

Will you visit the coming Canton Fair? If so, will you please visit us at: booth XXXXX,

We have plenty of new products to be released then. Please follow the following link to preview the new products.?www.XXX.com?A % promotional discount is offered on the fair.

I look forward to seeing you there.

Best regards,
XXX

關(guān)于開發(fā)信，另外有2個貼子：
我整理了一些關(guān)于開發(fā)信的技巧資料放在http://waimaoquan.alibaba.com/bbs/read-htm-tid-1426222-fid-79.html，
光看理論還不夠，這里是給一些網(wǎng)友修改的開發(fā)信，附加點評，不斷更新，希望可以對你有所幫助。
http://waimaoquan.alibaba.com/bbs/read-htm-tid-1426223-fid-79.html?tracelog=mashang_toutiao

不斷有網(wǎng)友問我要所有帖子的地址，今天特抽空整理如下：

客戶說要跟別人合作了，你怎么回復(fù)？-陰陽魚實操案例直播，更新至9月30日 http://waimaoquan.alibaba.com/bbs/read-htm-tid-1845984-fid-79.html

客戶說你價格高嗎？--看陰陽魚怎么跟客戶周旋
http://waimaoquan.alibaba.com/bbs/read-htm-tid-1833852-fid-79.html

陰陽魚手把手教你如何同客戶搞價—--郵件實戰(zhàn)案例??http://waimaoquan.alibaba.com/bbs/read-htm-tid-1833864-fid-79.html

給客戶一個理由回復(fù)你--陰陽魚再談開發(fā)信?http://waimaoquan.alibaba.com/bbs/read-htm-tid-1706131-fid-79.html

不要讓快到手的訂單跑了--如何管理你的銷售機會？http://waimaoquan.alibaba.com/bbs/read-htm-tid-1706122-fid-79.html

關(guān)于談判給新手的一點建議
http://waimaoquan.alibaba.com/bbs/read-htm-tid-1443823-fid-79.html

陰陽魚教你如何處理客戶投訴問題--有案例？?http://waimaoquan.alibaba.com/bbs/read-htm-tid-1443449-fid-79.html

業(yè)務(wù)員&外貿(mào)SOHO的幾重境界:?你在第幾重？?http://waimaoquan.alibaba.com/bbs/read-htm-tid-1442574-fid-79.html

開發(fā)信模板匯?http://waimaoquan.alibaba.com/bbs/read-htm-tid-1426742-fid-79.html

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連載：?開單記--更新至30集（20年老鳥分享，小說體外貿(mào)培訓(xùn)課，讓你迅速從新手到高手）http://waimaoquan.alibaba.com/bbs/read-htm-tid-1426064-fid-107.html

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