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淺析第一封詢價的回覆之案例分析(大陸篇)

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淺析第一封詢價的回覆之案例分析(大陸篇)

  1. 1. 讓詢盤回覆不再石沉大海 淺析買家第一封詢價的回覆
  2. 2. 今天我們不講這些內容1.搜索詢盤中的資訊2.選擇最佳時間回復3.回復的主題要吸引人4.回復的內容要全面、創新5.跟進要主動、持續,方式要多樣6.確保郵箱正常,儘量避克使用附件
  3. 3. 今日關鍵詞心理戰、英文寫作、第一封• 第一封來信:偶發、群發、隨意發、發錯• 第二封來信:確定感興趣的產品、 被你公司或你公司的產品吸引• 第三封來信開始:詳細瞭解產品、 商談交易細節
  4. 4. 阿里巴巴詢盤5例例1Dear Sir, 先生您好: Please give me your full product list with unit 請給我你們包含中國FOB 價格的完整產品線目錄。prices FOB China. 謝謝 xxxThanksxxx 問題點 1.稱呼不針對 → 群發 2.沒有介紹自己 → 可能是小公司 3.產品不精確 → 不是內行 4.沒有交易細節 → 沒有採購環節
  5. 5. 一般外貿人員的應對方法例1Dear Sir, 先生您好: Please give me your full product list with unitprices FOB China. 請給我你們包含中國 FOB價格的完整產品 線目錄。Thanks 謝謝xxx xxx 一般外貿人員的應對方法 way1.無視(鄙視) way2.簡單報價(以牙還牙) way3.詳細介紹公司、產品(範本)
  6. 6. 假如我們嘗試轉化優勢例1Dear Sir, 先生您好: Please give me your full product list with unitprices FOB China. 請給我你們包含中國 FOB價格的完整產品 線目錄。Thanks 謝謝xxx xxx 假如我們嘗試轉化優勢 1.買家同樣很難得到其他供應商的重視 2.買家很小,需要幫助,容易信任 3.買家不內行,大供應商的優勢減弱 4.買家在一個小而封閉的好市場
  7. 7. 提問引導、獲取資訊Dear xxx,We produce pens and plastic ball pens. Which one are you interested in?Also please indicate quantity for us to quote. Regardsoooxxx您好:我們生產筆跟塑膠原子筆。哪一種你有興趣? 再者,請告訴我們數量,以便報價。ooo
  8. 8. 買家情況完全未知 如何應對:先判斷真實性
  9. 9. 買家情況完全未知的應對例: 先生您好:Dear Sir, 我們是一間位於土耳其蓋姆利We are a turkish company located in gemlik turkey. 兊(海港城市)的土耳其公司。 我們非常有興趣你們的鋼製廚We interest very much in your Kitchen Steel SinksSeries but suitable prices 房水槽系列產品,但是合適的are very important for us. 價格對我們很重要,So please sent us your prices. 所以也請報你的價格給我們。best regards 謝謝xxx xxx xxx 詢盤重點:特別提到價格要好 反映問題:客戶興趣真實,但實力有限 如何應對:不報價,嘗試瞭解客戶專業度和購買力 Xxx您好:比如這樣回覆: 感謝您的詢價。您以前曾經從中 國買過東西嗎?Dear xxx, 針對不同類型與不同的品質要 求,Thanks for your inquiry. Have you bought from China before? 我們的產品價格範圍相當廣。Our products have a quite wide price range for different types and different 您認為哪一種價格較適合您的quality requirement. What price level do you think suitable for your market? 市場? 謝謝Regards xxxxxx
  10. 10. 買家糾結價格如何應對:先瞭解專業度
  11. 11. 買家糾結價格的應對Hi Sir, 先生您好:We are the 3rd largest gifts distributor in USA. 我們是美國第三大的禮品批發We now need all Q4 promotional and new year gifts as well as pens and 商。現在我們需要整個第四季printed materials. 跟新年的促銷禮品,還有筆跟 印刷品。Quote if you are in the very business. Also pictures and details please. 如果你想要做成生意,請報 價,另外,請提供圖片與細xxx 節。大公司,還是算了吧 ? 找出關鍵點: 1.3rd largest distributor 2.Q4、new year 3.Pens and printed materials 4.In the very business
  12. 12. 買家糾結價格的應對Hi Sir, 先生您好:We are the 3rd largest gifts distributor in USA. 我們是美國第三大的禮品批發We now need all Q4 promotional and new year gifts as well as pens and 商。現在我們需要整個第四季printed materials. 跟新年的促銷禮品,還有筆跟 印刷品。Quote if you are in the very business. Also pictures and details please. 如果你想要做成生意,請報 價,另外,請提供圖片與細xxx 節。 尋找應對策略 : 1. 3rd largest distributor - 價格可以給 2. Q4、new year - 介紹優勢產品 3. Pens and printed materials - 表達對市場的熟悉 4. In the very business - 外貿操作的熟練是關鍵比如這樣回覆: xxx您好:Dear xxx, 我們的價格表在下方。您會很 容易賣出我們的新卡通筆-它很See our price list in below. You’ll easily find wayto sell our new cartoon 受年紀7-15歲的美國小孩歡pens - it is very welcome by US kids between age 7-15. 迎。 請告訴我您有興趣的品項跟您 需要的數量,我會跟您確認交Let me know the items you are interested in and the quantity you need. I’ll 期跟其他資訊。confirm the lead time and other information for you.xxx
  13. 13. 買家實力雄厚的如何應對:記得展現外貿能力
  14. 14. 買家實力雄厚的應對:記得展現外貿能力例: 我正在找型號SPWG-26-800的Air Cylinder。Dear xxx, INER DIAMETER: 200 MM STROK LENGTH: 800 MMI am looking for Air Cylinder model: SPWG-26-800 Pressure: 10 bar Material: steel (Iron) and paintedINER DIAMETER: 200 MM from inside the piston by NickelSTROK LENGTH: 800 MM chromium Qty: 8Pressure: 10 bar Sealing for above cylinderMaterial: steel (Iron) and painted from inside the piston by Nickel chromium Qty: 20 setsQty: 8 Condition Last date: 17/6/2009Sealing for above cylinder Qty: 20 sets C&F 空運(開羅機場) 跟海運(亞歷 山大海港)Condition Last date: 17/6/2009 含有尺寸製圖的技術目錄C&F by Air (Cairo Airport) and by Sea (Alexandria Seaport) Technical 交貨時間(完款後+運送時間)Catalog with dimension drawing 價格的有效期Delivery time (from you receive your money + shipping time) Validity of 在您運送馬達後,所有的文件(裝運your price 文件,包裝清單, 發貨單與OriginalAll documents (Shipment documents, Packing list, Invoice and Original Certificated ) 都必須用 DHL, FedEx或者任何快速的郵局Certificated) must be send by DHL or FedEx or any quickly post mail after 信件寄出。you shipment the motors 備註:Note: 假如您把貨品裝在木箱,木箱必須If you put the goods in wooden box, this wooden must be Fumigation and 有煙薰證明且有產地國家的植物克stamped by the plant of Quarantine in country of origin. 疫章Regardsxxx
  15. 15. 買家實力雄厚的應對:記得展現外貿能力例: 我正在找型號SPWG-26-800的Air Cylinder。Dear xxx, INER DIAMETER: 200 MM STROK LENGTH: 800 MMI am looking for Air Cylinder model: SPWG-26-800 Pressure: 10 bar Material: steel (Iron) and paintedINER DIAMETER: 200 MM from inside the piston by NickelSTROK LENGTH: 800 MM chromium Qty: 8Pressure: 10 bar Sealing for above cylinderMaterial: steel (Iron) and …… Qty: 20 sets Condition Last date: 17/6/2009 C&F 空運(開羅機場) 跟海運(亞歷 山大海港) 含有尺寸製圖的技術目錄 產品資訊詳盡 → 內行 交貨時間(完款後+運送時間) 價格的有效期 在您運送馬達後,所有的文件(裝運 文件,包裝清單, 發貨單與Original Certificated ) 都必須用 交易細節詳盡 → 採購意向真實 DHL, FedEx或者任何快速的郵局 信件寄出。 備註: 假如您把貨品裝在木箱,木箱必須 有煙薰證明且有產地國家的植物克 疫章仍有可能是群發!仍有可能是小公司!
  16. 16. 此案例金牌供應商中國企業的真實回盤
  17. 17. 買家實力雄厚的應對:記得展現外貿能力回覆詢盤之內容: 謝謝您的詢價。您所需要的品項代 號Thanks for your inquiry .Your needed item code is SC200*800 ,@ USD185.92 ,…….SC200*800 ,@ USD185.92 , delivery time :2-3 days , 交貨時間: 2-3 天payment terms :T/T in advance . 付款條件: 出貨前電匯SI200*800 ,@ USD287.51...... SI200*800 ,@ USD287.51...... 此外,我們由衷地會在2009年跟之Also ,sincerely we can create opportunity to exlarge the item scope of 後幾年有機會擴大氣動產品的項目pneumatic products 範圍(AIR(AIR CYLINDER(FESTO,SMC,AIRTAC...) ,SOLENOID CYLINDER(FESTO,SMC,AIRTAC.VALVE ,FRL ,FITTING) in 2009 and later years . ..) ,SOLENOID VALVE ,FRL ,FITTING)Welcome you contact us and inquire us anytime ,we mustdo our best to 歡迎您隨時跟我們連絡與詢問我serve you without any delay 們,我們一定盡力服務您,不會有,thanks . 任何延誤,謝謝! 1.報價太冒失、數字太精確 2.沒有突出公司和產品的優勢 3.報價不完整,也沒有顯示外貿操作的熟練 4.格式細節不規範,中式英語多(紅字) 5.客套語稍多
  18. 18. 買家實力雄厚的應對:記得展現外貿能力比如這樣回:Dear xxx,Thanks for your inquiry. We are exporting 3-5FCL/month of xxx您好:this series mainly to EU and USA, and you may know XXX 謝謝您的詢價。我們每個月都出口buys from us. We quote for xxx as below: 這個系列產品3~5個貨櫃,主要是 出到歐洲跟美國,您可能知道xxx 是跟我們買的。我們的xxx報價如USDxxx/set C&F Cairo by air. 下:USDxxx/set C&F Alexandria by sea. USDxxx/set C&F 空運(開羅機場) USDxxx/set C&F海運(亞歷山大海Advanced T/T is required for this first trial order. Price could 港)be much better when your quantity grows big. 第一次試單必須出貨前電匯。當您 的數量變大,價格會更漂亮。Regardsxxx 記得展現你的外貿能力 讓文字真正打動買家
  19. 19. 買家非常內行的如何應對:您也要同樣內行
  20. 20. 買家非常內行之應對:你也要非常內行 浙江某某公司您好:Dear Zhejiang xxx xxx Co, Ltd, 我們有興趣大量採購您的短襪。 請寄給我們您產品規格的細節跟出We are interested in your product of Socks in large 貨到美國西雅圖港口的海運跟空運 價格。quantities. 我們期待您的消息。Please send us details of your product specificationsand price terms for shipment to the port of Seattle, WAUSA by the way SEA or AIR.We look forward to hearing from you soon.Sincerely,xxx xxx 詢盤重點: 1.有公司稱呼,但無人名 2.有產品大類,但不具體 3.有數量規模,但沒落實 4.有交易條件,但未確定
  21. 21. 真實跟進往來案例 [中國企業範例]
  22. 22. 買家非常內行之應對:真實跟進案例Dear xxx, xxx您好:Thanks for your letter of Jan.3nd showing your intrests in our 謝謝您1月3日來信對我們公司跟產company 品感興趣。隨函附上相關圖片跟價and our products. Enclosed please find the relative pictures 格表給您參考。 我們將近有10年製造高品質的棉短and the price 襪的經驗,特別是絲光棉短襪。我list for your reference. 們的網站是www.xxx.cn,您可以 找到更多關於我們公司跟產品的資 訊。We have nearlly ten years of experiences in producing high 在此,我想了解您需要訂購的短襪quality cotton socks, especially the mercerized cotton socks. 材質,相對地,這樣可以幫助我們And our website is 在精細的範圍內提供您選擇。我們 習慣用上海FOB價的做生意,此www.xxx.cn, you could get more informations about our 外,為了客戶的要求,我們也接受company and our products. 例外。 期待我們更進一步的通溝。Here,I would like to know the socks material you need toorder,which could help us offer you choices within a narrowrange relatively.^_^Wegot used to do business by the price of FOB Shanghai,besideswe also accept the exceptions for the clients request.Looking forward to our further communication soon. Bestregardsxxx
  23. 23. 買家非常內行之應對:真實跟進案例Dear xxx, xxx您好: 謝謝您的快速回復。附件是我們公 司需要的更詳細清單。Thanks for your quick response. Attached is 希望這個有用,而且如果您可以製more detailed list of what my company will be 造這些種類的短襪,在下單之前, 我會需要一個樣品。needing.I hope this helps and if you are able to producethese type of socks I will need a sample beforean order is placed.v/rxxx xxx
  24. 24. 買家非常內行之應對:真實跟進案例Dear xxx, xxx您好: 很抱歉!我沒有留意到您隨函附上的 資訊。再者,不知道什麼原因,我I feel so sorry that I didnt pay attention to your enclosed 無法開啟那些附件。在此,我希望informations. And again for some not definite reason I 您再寄一次。 謝謝您的信並期待您的回覆。couldnt open those attachedfiles. Here, I come to your sending again.Thanks for your letter and looking forward to your reply.Best regardxxx
  25. 25. 買家非常內行之應對:真實跟進案例Dear xxx,I have attached the collection of socks that I would xxx您好:like to have with photos and what they are made of 我已經在這頁底部附上一堆我想要and the kind of snaps I think would work best on 的短襪,有圖片 、他們是什麼材質 做的以及我認為跟短襪最搭的them at the bottom of the page. snaps的類型。 請告訴我是否您可以做出這些的短Please tell me if you can make them, and if possible 襪,如果可以,何時您可以給我看when will you be able to show me a sample. If you have a 樣品。假如您對於snaps 或短襪的better idea for the snaps or the fabric of the socks please 布料有更好的想法,請盡快讓我知 道,我願意更改。do not hesitate to let me know I willingto make changes.v/rxxx xxx 詢盤重點: 買家真實但具體不詳的 綜合運用、靈活發揮 第一封詢盤回好,才會有後續
  26. 26. 第一封詢盤回覆的常見誤區
  27. 27. 第一封詢盤回覆的常見誤區 來信即複 × 搜索客戶資訊先 √ 客戶國家很重要 × 阿三也可能比老美好 √ 範本式回復 × 分析來盤 √ 強項產品才回 × 每封詢盤都有價值 √ 詳盡自我介紹 × 突出優勢 √ 客套結合糾纏 × 專業結合重視 √ 積極主動多管道 × 關注客戶感受 √ 儘快報價 × 不輕易報價 √ 降價習以為常 × 不輕易降價 √ 卑躬屈膝 × 不卑不亢 √ 善於回答問題 × 善於獲取資訊 √

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