英语开发信
萌到你眼炸
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2020年07月30日 18:08
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温的成语-施施
This is vinnice from mentor technology, once we met in HK electronic fair. Now I worked for a new company whose main business line is I accessories.
Here, I am writing to show you our best sellers to COMPANY.
A, Ipad2 case
B, Ipad2 keyboard
C, iphone4 case
Pls find attached pictures FYI. And let me know if you need above products.
Look forward to hearing from you.
And let me know if you need above products.换成 interested in any item of them, free let us know，
E-catalog will be provided if needed. Email me or just call me directly. Thank you
TV(PAL&NTSC)
Dear Loreta,
This is Vinnice from Mector Technology, nice to meet you in HK electronic fair. Now I worked for a new company and the business line is I accessories.
Here we wirting to show you the new and best sellers in many countries.
1, Aluminum bluetooth keyboard for ipad2.
2, Aluminum cover case for ipad2.
Pls kindly refer the attached pictures and let us know if you interested the above products, thanks.
Looking forward to hearing from you soon.
）short
2) short
3) short again
4) delete all extra words
5) make everything clear
6) that's ok, order comes, ah~
6）主动语态用得太多。英文信函中，如果你仔细琢磨老外的行文方式，很少会充满We，I之类的人称的。相反要多用被动语态。
比如说，我们明天会寄你样品。中国人喜欢说We'll send you the samples tomorrow. 这句话没错，语法正确，意思清楚，但是老外就不喜欢这样说。他们通常会这样写：Samples will be sent to you tomorrow. 用得是被动语态，人称就没有了。
7）经常会问一些毫无意义的话。比如Do you want our products？这句话被我列为最傻疑问句排行榜第一名。如果客人说No，你怎么回复？那就没下文了哦。而且本身你是去推销的，你希望客人感兴趣，你要引起客人的兴趣。但是这句话就大煞风景，等于一下子就把客人逼到了绝路上，一定要说是或者否。
还有诸如Do you interested in our products? Are you sourcing for *****? How is your business recently? Would you like to cooperate with us? 这些都是毫无意义的话。
开发信还是要直接一点，告诉客人你是谁，你做什么，你的优势在那里。只要清楚表述出这3点，就完全足够了。其他的东西可以以后慢慢谈。
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 Euro
pe.
FREE SAMPLES can be
sent on request. Call me, let's talk more!
Thanks and best regards,
C
*** Ltd
Tel: ***
Fax: ***
Mail: ***
砍价实例：
只要你做sales，价格永远是一个绕不开的话题。老外永远都会嫌贵，做生意的老手更懂得如何一轮一轮砍价，为自己争取最大利益。
我以前听到这句话，总会笑笑，然后对老外说，“I think so, that's a little expensive, but...” 先同意他的观点，表示价格的确有那么一点点贵，但是……。请注意，他说too，我说a little，这样一来，你一同意他的观点，你们之间的谈判氛围就会略微不那么紧张。然后等你转折以后，你要做的就是“让他有赢的感觉！”你可以解释给他听，我们的产品为什么要卖这个价钱，差别在哪里，优势在哪里。如果他嫌贵，你可以在改动某些材料、配件甚至包装的情况下把价格降下来，但是你不希望他采购这样的产品。
然后你可以给他适当的调整一些细节，换一套方案，然后给他有赢的感觉。
价格谈判的核心就在于双方都要有赢的感觉。对方感觉自己赚到了，订单就会给你了。如果你让他觉得吃了很大的亏，那你绝对不是一个谈判高手！
唉，留一个真实的案例吧，我以前在skype上和一个老客人的聊天记录，大家看看：
......
Frank: C, that's increadible! Your price is too high!
C: Frank, please, that is actually our best offer! I think it is very competitive in Germany.
Frank: Joking? You quoted me EUR2.35, but my competitor bought from a middle man in Austria, just EUR2.15！
C: Hey, I also wanna support you to expand your market, but the price... Could you pls send me a sample for evaluation? I'll check why their price is too low.
Frank: C, listen! I don't have time! The promotion date is Jul.15th, we have just two months!!!!!!!
C: What about doing a little change? For example, using silk printing instead of heat transfer, and using super heavy duty batteries instead of alkaline ones, the price will be EUR2.05 then. If ok, I'll send you PI right now.
Frank: That's great! But if using super heavy duty battery, the quality maybe weak.
C: Well, just changing the printing, but keep alkaline ones, EUR2.15/pc, okay?
Frank: Please do EUR2.00, I'll give you order! 3,000pcs!
C: Give you 3% discount, EUR2.09/pc, 6,000pcs.
Frank: You killed me! The quantity is too much!
C: OK, keep EUR2.35/pc, 4,000pcs fixed, but we accept the freight to Hamburg.
Frank: Really? CIF Hamburg? But I just can place 3,000pcs.
C: No, C&F, you pay the 1% insurance. 4,000pcs will be accepted.
Frank: OK, 4,000pcs. Pls help me for the insurance...
C: Let me talk with my boss, pls hold on...
Frank: Sure...
C: Confirmed! Please check the mail I sent you 1 min before, pls confirm the PI by return today! W
e need to arrange the mass production at once!
Frank: OK, I'll confirm soon.
C: Not "soon", today
is a must! Because of the tight time for manufacturing. Come on... Free display boxes will be delivered together with goods. I think that's good for your promotion!
Frank: Free PDQ? That's amazing, thank you, C! I appreciate for your kind help.
C: My friend, don't hesitate, sign it right now. We're also pretty busy this month, pls give me plenty of time for mass production.
Frank: Sure, sure, I will... Pls pay more attention to the quality and ETD. Thank you!
C: u r welcome. Bye.
Frank: Nice talking with you. Bye!
是的，是很难的，google上面大部分的不是同行，就是B2B。所以要花大量的时间去搜索目标，这个过程是枯燥无比的，不是到了没办法的地步，谁愿意用google啊，当然是老客户最好了，其次才是展会，然后是B2B，最后才是google的漫天搜索。
我觉得你要注意一点，并不是最好的，最好有针对性去搜索，针对不同的国家，用google的分站去搜索。我懂一点法文，所以我喜欢在用法文的关键词搜索我做的一些产品，针对法国市场，和曾经的法属殖民地国家，都是比较有效的。如果不懂其他的外语，也没关系，先把你的产品关键词，用google翻译软件，翻译成你对应要找的国家的语言，然后搜索，主要的目的是要找到邮箱。
这样说吧，非英语国家的命中率会稍微高一点点，因为毕竟国内大部分同行还是使用英文在搜索，这样搜到的网站，搜到的邮箱，可能很多人都已经发过推销信了，你再去插一手，效果就差得多了。
而且关键词的设定很重要，一个同样的产品，在不同国家的叫法很可能是不一样的！！！不同的关键词搜到的结果也是不同的。
海关数据的查询也是一个办法，如果你是同类产品的工厂，而且是有一定实力的，那海关数据对你相当有用，可以看到美国的客人在问你哪个同行出货，这样一打一个准。
是的，必须多找几条路，多找一些方向。你想啊，大家都知道从去搜索，大家也都知道用欧洲黄页，所以这上面的客人基本都已经瘦得没肉了，都被人啃光了。你要做的，就必须找到点差异化，比如说一些国家的地方性搜索引擎：
这是澳洲本土最大的搜索引擎，相当于百度在中国的实力了~
这个是用来搜索美国公司的~
这个是意大利的搜索引擎~
这个是俄罗斯的黄页，也是有些东西的~
这个是德国的~
黄页都被人用烂了，那找找小国家的吧，可能还有一点点机会，这个是巴基斯坦的~
拿一个我成交过的开发信为例：
06年7月的时候给一个美国客人写过开发信，推销野营灯，结果石沉大海。当时的邮件
是这样的：
Hi Darren,
Glad to hear that you're in the field of camping products. We, *** Co., Ltd., are professional in exporting lighting items to US.
Here enclosed some of our items for your reference. Please contact me for further details.
Thanks and best regards,
C
发出去以后一点反应都没有。差不多10多天以后我跟了一封邮件：
Hi Darren,
Me again, C. Did you already receive my mail dated on ***?
Now, I'd like to recommend a HOT-SELLING ITEM to you! Another US customer in Chicago gave me a big order in this model. Would you like to have a try in you state?
Please find the photos with manuel in attachment. FREE samples already prepared, and will be sent to you asap.
Hope we can deal!
Kind regards,
C
推荐一款新产品给他，而且告诉他另外一个芝加哥的客人下给我过很大的订单，希望他也试试。（其实是工厂接过很大的订单，不是我，我只是贸易公司的小业务员，当时就借了工厂的名头忽悠了客人一把）。客人果然有兴趣，后来就要了样品，再后来就下个单，尽管是几千美金的小单。
总结起来就是一句话，如果开发信没回复，不要老是盯着问，你有没有收到邮件之类的，最好换个方式，找点事情，保持互动，等到客人回复了，那机会就好好把握。
展会后的email:
你既然是在展会上见过客人，第一句话就必须提到！否则客人看了抬头和第一二句，就会觉得又是一个推销的，立马删掉！一定要把最重要的放在最醒目的位置：
Dear sir,
Glad to meet you in the DENTAL SHOW! This is Adeline from Guangzhou Shunyuan Medical Technology Co., Ltd., who specialize in manufacturing dental unit, dental compressor, LED curing light and some related items.
All of our items are with excellent quality and reasonable price! Hope to enter business with you!
Enclosed the offer sheet with some hot items for your review. Pls kindly check and revert at your earlist!
Thanks and best regards,
Adeline,
Guangzhou Shunyuan Medical Technology Co., Ltd.
Tel: ***
Fax: ***
Mail: ***
其实你已经失去最初的主动了！如果一个客人在跟你谈这个项目，样品也通过测试了，我马上会第一时间发PI给他，不要去问你确不确认订单，或者需不需要我发你PI之类的话。一旦价格谈过了，样品通过了，第一时间就先传PI给他，管他签不签呢。然后你邮件就很好写了，直接一句话杀过去，Pls sign and confirm our PI by return soon! 你也有理由一直催，如果客人不签，就必须告诉你实际原因了，你已经占据了谈判的优势地位。客人就算不回邮件
，你也可以进一步催，以及打电话~~
做业务不能总是跟着客人的脚步走，你要尽量引导客人跟着你的思路走！！！
如果你的价格已经是底价了，可以给客人两套方
案：
1）维持你原先的价格，产品不变，但是如果客人确认订单，可以给他一个special discount，不要让太多，1个点差不多了，最多2-3个点。但是话一定要说得漂亮，让他感觉到你是做了很大很大的让步的。
2）根据客人的目标价，把产品做改动，想一切可以降低成本的办法把单价降下来，告诉客人，我们尽量朝他的目标价靠拢，做如下改动，现在可以做的最低价是*** （这个时候最好还是留一点点余地，为下一轮的价格谈判留下空间。）
两个方案给客人选择，等他回复后，再根据他的反应来分析，看如何应对。
根据我的经验，我可以很负责任地告诉你，如果客人在价格问题上跟你谈了差不多整整一个月，你至少有8成把握拿下订单。如果谈了3个月，至少9成把握。如果跟你谈了半年，那订单不出意外就是你的了。所以你要尽可能拉长谈判时间，谈判回合越多，你接单可能性就越大~