客人为什么不压我价？因为邮件中的这些“心机”！

每当客户抛出一个询盘，必定有十个以上的供应商回盘。得知客户联系方式之后，我们便开始了与其他供应商争夺该客户的战争。

有没有思考过一个问题，假设供应商A和B供应同一种产品，客户为什么选择A而不选择B。在业务员与客户沟通的过程中，影响客户是否合作的决定因素，在于专业性、态度和细节。

以下是笔者与南非一家专营数控机床刀具及服务的FCT 公司采购代表John合作的成功案例，主要沟通方式是邮件。笔者的每一封邮件都极具个性化，每一句每一词都在努力提升合作的可能性，每一个细节都具有影响力。

2015年6月4日笔者在某付费平台留意到客户的RFQ (REQUEST FOR QUOTATION) 。客户的需求很简单，只有三个单词"ALL ISO INSERTS”。系统显示该客户来自南非，考虑到南非的工业发展水平，抱着试一试的心态报了客户的RFQ，获知了客户的公司名称、客户名及电子邮箱。邮箱是info@.....za.co，很显然是开放邮箱。

开发信于2015年6月5日发出：

Dear John,

Good day! ABC Industry Co., Ltd here.

Tungsten carbide inserts (TURNING & MILLING) are our advantage products. Related tools can be supplied too.

APPLICATION: FINISHING/ SEMIFINISHING/ ROUGHING OF STEEL, STAINLESS STEEL, CAST IRON, ALUMINUM ETC.

Please get back to us for further detail.

Regards,

Ms Alice

分析：第一封开发信简单明了，告知客户我方公司名称、产品经营范围和产品用途。很多外贸新手业务员特别喜欢大篇幅地介绍公司的光荣历史，通常是产品目录、公司简介的精华版。这些客套话，在国内很实用，但是外国人比较务实，不愿意把时间浪费在没有价值的信息上。

邮件发出以后，客户一直没有回复。第二天，我在后台及MESSENGER联系客户，每隔一天给客户发个问候，一直坚持到客户回复邮件。

2015年6月11日，客户回复邮件：

SUBJECT： Quotation required

Dear Ms. Alice,

We are a tooling company from South Africa and you made contact with us previously. I would like you test your products and add you as a possible supplier for us. Please can you give me quotation on the following:

TNMG 160404/08 TNMG220404/08

WNMG 080404/08 TPKN2204

I would also like to know the different grades, please quote me on your best grades available and a catalog of your products if possible.

Regards

John

Managing Director

FCT Tools and Supplies PTY Ltd

john@...za.co

+27 82 ******

分析：客户回复的邮件有以下特点：

1. 主题明确，要求报价并有意选我司为供应商；

2. 客户提到了具体型号，方便我判断是否和经营的产品相匹配；

3. 客户的落款含公司全称、客户名、职位、邮箱（与RFQ联系的邮箱不一样）、电话号码（经核实是手机号码，还是WHATSAPP 号码）；

4. 从字里行间可以判断该客户的英语功底很好，应该受过良好的教育，邮件行文言简意赅，给人感觉很真诚、踏实。

外贸圈的朋友都知道，得到客户的回复，特别是正面的回复是一件多么令人高兴的事情。既然客户起了头，那后面的跟进就要谨慎仔细。

2015年6月12日，回复邮件推荐产品：

Dear John,

Thank you for your inquiry of June 11.

At your request, we are quoting you, subject to our final confirmation, see the attachment.

TNMG WNMG TPKN in various grades for steel, stainless steel, cast iron are recommended.

Brand: ABC (same quality as famous brands)

Grades chart is enclosed in order to have a better understanding on us.

Related inserts pictures will be forwarded for your reference in the next email.

Yours truly,

Alice

分析：客户邮件中提到的型号是数控刀片的畅销通用型号，基于被加工工件材料的不同，相匹配的型号也不同，每家制造商的牌号都有不同的代码。快刀斩乱麻，我选了有库存的型号给客户报价，同时附上牌号表，方便客户理解。附件包括报价表格和牌号表，总容量不超过500KB。邮件直接回复到John的邮箱，同时抄送至最初的info@邮箱。

亮点：为增加客户对我司产品的印象，特意为这一个客户制作了一个WORD文档。把畅销的产品和客户询价对应的型号的高清图片附上供客户参考，文档5-6页，总容量不超过3MB。

2015年6月13日，客户回复邮件希望建立合作关系并指定产品型号：

Dear Alice,

Thank you for the information. We would like to test some of your inserts and then get the ball rolling with more orders. Thank you for the grade chart, it will help a lot.

For now I would like the following:

DNMG 150608 - High Speed, High Feed, Steel Grade (EN8) (MBC 252) - 200 off

DNMG 150608 - High Speed, High Feed, Steel Grade (EN8) (MBG 202) - 200 off

WNMG080408-DM MBC251 200 US$3.02 P10-P30 - 200 off

MGMN400 - High Speed, High Feed, Steel Grade (EN8) - 200 off

TNMG160408 - Ceramic Insert - 100 off

TNMG220408 - 47 Rockwell C, Uninterrupted Cut (Please make suggestion) - 100 off

Please forward a pro forma invoice with banking details. Our competitors are also TaeGuTec, Sandvik, etc.

Alice, we would like to build a working relationship with you and we are looking at building a brand other than the conventional inserts brands.

Regards

John

2015年6月15日，一切朝着好的方向发展，我回复客户并报价：

Good day, John.

Carbide inserts (CVD/PVD coating), for finishing, semi-finishing and roughing steel, stainless steel, cast iron are our competitive products.

We would like to recommend inserts according to your request.

Specifications of the most similar part with MGMN is attached too for reference.

At the beginning, trying samples (in stock) first is highly recommended.

Regards,

Alice

分析：客户有意测试某些型号，我按照要求推荐型号并且优先考虑库存。在邮件中附上报价表，重点内容在邮件内文点到即止。第一印象就是最后的印象（the first impression is the last impression）。在跟客户推荐样品的时候，一定要非常细致，需结合客户的具体需求进行推荐。看似简单的推荐过程，其实需要业务员过硬的产品专业知识。

另外，关于单位片、个、件等，英文里通常是都是用PC(S)。数控刀片的单位片(PCS) 印度客户喜欢用NOS表示PCS，而南非客户则用OFF。

2015年6月17日，客户回邮希望下样品单：

Hello Alice,

Thank you for your reply. Please forward me an invoice for the in stock samples (20 of each) for testing purpose. I'd like to place the order and get the samples as soon as possible so we can test them and proceed from there.

Regards

John

我在同一天回复邮件与客户确认细节：

Dear John,

Thank you for positive reply.

Are you sure the following inventory items (20 PCS each) to test? Please confirm (FOB DUBAI).

What kind of shipping method do you prefer? Generally we send by DHL /UPS /TNT/EMS EXPRESS.

If you have EXPRESS receiving account, it would be more convenient. If not, please inform your address and post code, so that we can consult shipping charge.

Thanks,

Alice

分析：报价的产品中部分有库存，另一部分没有，客户要求就库存产品尽快测试样品，考虑到型号少于10个，在回复邮件时把型号及关键信息附在邮件内文中，以增加曝光度并引起客户的关注。

注意：样品信息必须要专业准确，与事实相符，不能是随便杜撰，如果有不确定的信息可忽略不写，务必确保提供给客户的信息是准确无误的。

在询问客户运输方式时，如果客户有到付账号，直接使用客户的账号；如果客户没有则需要预付运费。有些业务员表达不清晰，特别是A决定B，B决定C等复杂情况。遇到这种情况，不要用长句子来解释，最好是把各种情况一一列出来，客户理解后会自动对号入座。

2015年6月18日，客户回邮提供DHL账号：

Dear Alice,

You can use my DHL Account no: 95*** ****. Delivery should not be FOB Dubai but should be my physical address which is:

FCT Tools and Supplies PTY Ltd

No. **, G**** Street, Sasolburg 1947, South Africa

Let me know if you need anything else.

Regards

John

Sent from my iPhone

分析：这是客户通过iPhone回复了邮件，说明他不在办公室也可以联系到。客户提供了DHL到付账号和实际地址邮编。根据经验，DHL以95或96开头的账号是可以寄到付件的。为保险起见，建议拨打DHL官方客服热线，以确保DHL账号与公司名、地址一致，且账号有效，支持到付。

同一天，回复客户邮件告知相关细节并催款：

Dear John,

Good day! Sorry for late reply.

Please attention to PI-SHDL150619A (attachment), which titled AL ABC TRADING (our branch).

Please read each term carefully. If there is any mistakes or places need revised, please point them out.

If agree all, please arrange payment ASAP.

By the way, we confirm with DHL that your account (95*** ****) supports freight collect.

Regards,

Alice

亮点：前面讨论了型号数量及运输方式，那么后面就顺理成章地给客户出示PROFORMA INVOICE。因为提供的是迪拜分公司的银行账户，所以要附上说明文件，包括公司总部和分公司的官方信息，并加盖总部公章。

2015年6月24日，再次邮件跟进催款：

Dear John,

Good day! This is Ms Alice from ABC Industry Co., Ltd.

We would like to confirm whether you get PI-KDTL1506 PI-SHDL150619A on June 19? When do you plan to arrange payment for samples? Please advise.

Thanks,

Alice

亮点：在给客户出示PI之后，邮件询问客户是否收到19日的报价。隔2-3个工作日跟进一封邮件，委婉地探究客户不回复或不付款的原因。同时，也通过WHATSAPP询问客户延迟付款的原因。

客户当天即回复解释延迟付款原因：

Hi Alice,

I am waiting for the end of the month as we reached our limit on our budget for the month. Next week I will place the order for the samples and we will go from there. Please Alice, from our side we work on delivery lead times from the date of payment made which we try and keep as short as possible. Please keep this mind as well.

Will let you know as soon as I have made the payment which will be next week.

John

分析：客户解释了延迟付款的原因，我们应该理解并耐心等待。

2015年6月25日，客户回复邮件的第二天，再次收到客户询盘：

Alice,

Can you please give me prices for the following:

APKT 1705 PER-EM TT8020

APKT 09T3 PER-EM TT8080

These are Tuagatec Inserts, do you perhaps have an equivalent for these?

Regards

John

分析：此时，样品订单基本确定但是还未付款，客户又咨询其他型号同类产品，但不妨碍继续报价。

2015年6月26日，就客户的新询盘给出回复：

Dear John,

Thanks for your inquiry for APKT inserts.

We have the following APKT dimensions in various grades (P.M.K)

APKT11T304 /08/12/16

APKT160408/16

We are afraid we cannot supply the equivalent as TaeGutec, since the dimensions are not exactly same.

Thanks,

Alice

亮点：实事求是，丁是丁，卯是卯。自己的型号不能替代其他品牌的型号就如实说明，绝对不能因为想让客户下更多订单而违背事实。

2015年7月4日，客户发来邮件告知已付款：

Dear Ms Alice,

Please find attached proof of payment for PI as sent earlier. Please let me know when the order will be ready for collection.

Regards

John

分析：客户很守信用。7月份第一时间支付款项。客户的支付凭证是文本格式(.txt) 。

当天回复邮件跟客户确认付款相关细节及收件信息：

Dear John,

Thanks. We receive the payment filling form (.pdf) and the proof (.txt).

1) We check .pdf file, bank info is correct. We have one question, in the .txt, it is shown that:

CUSTOMER ACCOUNT NO.5936 **** 079 682 9

CUSTOMER REFERENCE AL ABC TRADING

And beneficiary info is not shown.

Please make sure that it T/T to AL ABC TRADING

AE****** 00000 100 *** 2808.

Sometimes not all beneficiary's info is shown in the proof.

2) Along with delivery CI is attached, please attention to the attachment. And confirm every detail with us.

3) We will instruct branch to keep items ready. Payment may arrive next Wednesday. We will dispatch goods immediately to DHL: 95 *** **** (freight collect).

4) Please final confirm with us the receiving info:

FCT Tooling and Supplies PTY Ltd

John

Cell: +27 82 *** ****

No.**, G**** Street, Sasolburg 1947, South Africa

VAT: **** ***561

DHL: 95*** ****

Look forward to your reply.

Best Regards,

Alice

附件：COMMERCIAL INVOICE 随货

亮点：第一次收到客户的支付水单时，一定要细致地检查一遍，特别是收款人的账号信息。如有任何疑问，可以向客户提出。由于与客户确认的信息比较多，最好一二三四罗列出来，一目了然。

客户也在当日回复了邮件确认：

Thank you Alice,

I am sure the payment will be ok. Please let me know when it's shown in your account.

The delivery address is correct.

Thank you for the commercial invoice

Have a good weekend Alice.

John

2015年7月6日给客户发去邮件告知款已收到：

Dear John,

Good day! We were informed by our branch workmate that the amount (***USD) is received.

Delivery detail, CI, receiving info are forwarded to branch also.

We will dispatch items in 1-2 working days (ASAP). Later on, DHL Tracking No. will be updated.

By the way, I will send inserts recommended cutting speed, feed rate, cutting depth (not printed on label) tomorrow, and so that it will guide you for correct usage, and secure its performance.

Keep in touch.

Alice

亮点：收到款项第一时间通知客户，并告知客户预计发货时间。因为是样品订单，为确保测试效果，相关的技术参数以邮件的形式发送给客户。

客户在当天回复邮件感谢我们的专业支持：

Hello Alice,

Thank you very much. Appreciate it.

Happy to hear you received the money.

Let me know the tracking number as soon as you have it.

Regards

John

2015年7月7日，邮件跟进安抚客户：

Dear John,

Please attention to the attachment for inserts usage technical information. It will be helpful to guide users. We have experience sending goods to Germany by DHL (freight collect). Each time, customer got the parcel in 2 working days. Very fast.

Due to time difference, we do not receive update from branch workmate yet.

But, DHL tracking number will be submitted as soon as we get it.

Thanks for your patience.

Regards,

Alice

分析：即使订单没有进展，也要主动告知客户，至少让客户知道你一直惦记着他的事情。业务员的大忌就是长时间不主动跟进成交客户，特别是交货期2-3个月及更久的客户。

两天后告知客户快递单号：

Dear John,

Good day! Here we would like to inform DHL Tracking No.: 5*** *** 562.

It arrives in Johannesburg now. You may receive the parcel soon.

Best Regards,

Alice

亮点：给客户快递单号的时候，附上查询截图。有些业务员只是给一个快递单号，自己不去查询看能否查到相关信息，万一快递单号有误呢？附上查询截图，客户可以直接知道快递到哪里了，不用再自己复制单号查一遍。

2015年7月13日，客户回邮件，样品已收到：

SUBJECT： Consignment received

Hello Alice,

We received the consignment on Friday morning. Everything is on order.

Thank you so much Alice, we will start testing and let you know.

Regards

John

同日回复客户，希望样品测试一切顺利：

Dear John,

Glad that you received goods without any discrepancies.

Please keep us well-noted when testing result is available.

Good day!

Alice

2015年7月23日，从客户收到样品计算，时隔10天，询问客户样品的测试效果：

Dear John,

Good day. How are you?

Please share the testing result when it is available.

Thank you.

Alice

客户当天回复了邮件，反馈很不错：

Hello Alice,

Hope you are doing very well.

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.Also, your product guides are really some of the best I have seen, so I am looking forward to a good relationship with your company.

Just a little bit more about ourselves. FCT was founded in the beginning of 2014 when it became clear tous that there is a big potential for alternative tooling and inserts suppliers in addition to the well established *******************.

Thank you for your help so far Alice, appreciate it.

The team currently is:

Mark Koen - Senior Sales Representative

Antoni - Sales and Marketing Director

Jacques Robert - Technical Manager

Karin Valinn - Senior Administration Manager

Christo - Sales Representative

John - 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. What we would like to request is that you refer any enquiries coming from South Africa to us in order to build your brand in South Africa.

New enquiries to follow soon.

Regards

John

分析：客户及时反馈良好的测试结果，主动告知了公司的详细信息，并明确提出在发货时间上需要我们的大力支持和配合。基于我们的产品质量，客户有意向在本国推销我司品牌。客户所提供的每一个信息都预示着今后更加紧密的合作。

2015年8月12日，客户正式下单：

Dear Alice,

We would like to order DNMG 150608-PM MBC252 600 off

Can you please forward a PI to me for payment?

Regards

John

2015年8月15日，提醒客户核对收货信息：

Dear John,

Thanks very much. We received the payment proof (****USD) in. txt format.

It is sure that DNMG 150608-PM MBC252*600 pcs is in stock. We will dispatch as soon payment received.

1) Please confirm receiving address and DHL account (freight collect):

FCT Tools and Supplies PTY Ltd

John

Cell: +27 82 *** ****

No. **, G**** Street, Sasolburg 1947, South Africa

VAT: **** ***561

DHL: 95*** ****

2) Commercial Invoice, make it actual as last order (see attachment)?

Keep in touch,

Alice

亮点：客户下新订单，在发货前最后再跟客户重新确认一遍收货地址、快递账号、发票信息等信息。

有人会问，从第一次联系至成交及后续的紧密合作，为什么客户从来没有谈过价格？因为业务员从产品展示、产品知识分享和推荐及测试效果、服务等，每一个细节都在告诉客户，我的产品值得这个价。看似简单的邮件，其实每一个环节都透露着业务员的用心。

外贸，说到底还是人与人之间的沟通。