外贸员说白了也是一种销售员,只是对外销售,不需要像国内销售员一样四处奔走。每天的工作内容除了运营平台,大多数时间都耗在写开发信开发客户上,虽然很多老外贸业务员说外贸开发信营销模式太老了,可是这也是一种成本最低的开发客户模式,多一条途径没有什么不好。如何写一篇回复率高的外贸开发新呢?往下看:
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开发信主题(强力推荐):
1、product name for XXXX Industry (写上产品领域会更让客户感兴趣)
2、XXXX from China (直接找到客户痛点,写产品名,所以你要了解客户所属行业及需要的产品)
3、For/To XXXX (写出对方的名字或者公司名,点击率挺高的)
4、RE:product name(加上Re有一种回复邮件的感觉,让客户以为之前有联系过)
5、Re: Quotation about product name for XXX(提到报价、产品名和对方公司名称)
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开发信内容:
1.介绍自己和公司:用一句话就行。千万不要介绍公司成立时间、地点,公司规模多大等等,满满的推销员的口气,没有明确的主题内容,客户哪有那么多时间看这些,这是最反感的地方,一般性都会被直接删掉。公司介绍一定要说出不一样的点,比如说你是卖电机的,你可以说你们可以根据客户的需求来定制:manufacture non-standard motor according to your needs.
2.介绍产品:找到客户的痛点,介绍他们最关心的产品,以关键词来描述公司产品,然后加上主要产品的参数,言简意赅,一般用表格较好。
3.结尾:业务员名字、公司名称、电话地址、还有社交帐号,不要加网址,很多都会被屏蔽掉。
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以下是两个美国外贸人员开发信的模板:
Re: Stanelo-Thermantron Ltd. Industrial Induction Heaters Plastic Welders, Electron Beam Welders
Dear Sirs:
We have been requested by the above mentioned company to approach you and your main branches for introducing their manufacturing programme, which is briefly outlined in heading.
(我们应上面提到的公司的邀请,联系你们和你们的主要分公司,给你们介绍他们的产品,我们用划线给你们简述)
Manufacturers and we feel that the best outlet in China should be the supply of induction heating equipment,and we will send you literature.
(制造商和我们都认为在中国最畅销的应该是供应感应加热设备,我们会给你们寄你大量的文献)
For plastic welding equipment, the manufacturers here are more competitive than Japan, so we send literature on this particular angle.
(关于塑料焊接设备,这里的生产商可比日本更有竞争力,所以,我们把这个特殊区域产品寄给你们文献)
As for the electron beam welder, we only sent a set of literature to you, because we want to see if you are interested. Please tell us your inquiry, to which we look forward with interest.
(至于电子束焊机而言,我们只寄出了一套文献给你,因为我们想先看看你是否有兴趣。请告诉我们您的垂询,我们非常期待。)
Yours faithfully
XXX
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2.看看美国企业外贸人员开发信是怎么写的成功率那么屌;
RE:Packaging Machinery
Dear Friends
Headquartered in Chicago, Illionios,FMC Corporation is a major producer of technically advanced machinery and chemicals for industry and agriculture.
(总部位于伊利诺伊州芝加哥的FMC公司是技术先进的工业、农业机械和化学品生产商。)
With history traced back to 1884, FMC has grown to 100 US companies in the United States, with sales in 2015 more than 2 billion dollars in the world, FMC has 13 countries, 32 states, 129 factories with about 41600 employees.
(其历史追溯到1884年,FMC就已经是美国100强工业公司,2015年销售额超过20亿美元,FMC有13个国家,32个州,129个工厂,约41600名员工。)
We believe FMC to be one of the leaders of the packaging industry both in the U.S. and abroad. Through our own research, development and engineering efforts and technology-sharing arrangements, we believe we are in a position to exchange views on and discuss the latest technical aspects of the industry.
(我们相信FMC是美国和海外包装行业的领导者之一。 通过我们自己的研究,开发和工程师及技术分享安排,我们相信我们能够就行
业的最新技术方面交换意见和讨论。)
FMC'S packaging expertise is principally in the following areas:
---Packaging and paper box making machinery
---Paper and film converting equipment
---Wrapping machines for varying use.
(FMC的包装技术主要在下面几个方面:
---包装和纸盒生产机械
---纸和薄膜转换设备
---打包机的不用用法)
In the spirit of friendship, equality and mutual benefit. we look to a continued strenthening of our relationship
with your company.
(以友好,平等,互利的精神。我们期待继续加强我们与贵公司的关系。)
Sincerely Yours
XXXX.
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