订单促成篇 | 外贸人必修课: 24小时！搞定英国客户13460美金的订单！

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尊享外贸营销技巧，干货等！

作者：LanaY，来源：米课（imiker）

今天学习一个来自LanaY的实战分享，且看她是如何在不到2天的时间，搞定来自UK客户13460美金的订单。

LanaY的这份实战分享非常有代表意义，因为她的成交离不开Mail Group的超速运用。Mail Group其实对很多人来说并不陌生，它本身也并不复杂。但想要轻车熟路的驾驭，却也没有那么简单。

对于我的个人理解和经验总结来说，Mail Group的初步概念就是不同于传统的单封开发信，而是拆分成多个不同主题的邮件群。以不同的主题和维度，去极致的吸引客户的注意力、展示自己的实力、引导沟通的进程。

它是一种手法，更是一种思维。它可以贯彻到整个新老客户的开发和跟进过程中，更好的帮助我们开发客户、引导客户、提高成单的转化率。

当然，外贸里的所有东西，只靠听和学是没有用的，还是需要自己在实战中摸索和总结。

还是之前那句话：“其实外贸说来说去都是那么些内容，重要的是去学习思考可以借鉴的思维，而往往很多人都是看皮毛，套方法，去学习别人的行为，这很可惜。”

所以，如果你是处于模仿别人的行为这种学习和工作模式，也就不会有太大的转变性成果！

不说太多，回到今天的主题。单纯的学习来自LanaY的实战分享！

1

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平台：SMT

金额：13460美金

国家：英国

周二凌晨2:05（北京时间，下同）后台收到客户发的询盘。

但是只有客户名字，没有邮箱，没有任何联系方式。

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Hello

I am looking for prices for 48 pannels of p3.91, 500x500, indoor, rental, in flight cases. Complete with the video processing system (processor, sending/recieving cards) all power and data cables and 4 hanging brackets.

This would be delivered air freight via Gatwick UK

Many thanks

Ian

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客户需求很清楚。

那么我可以猜测到，第一、客户应该是行业内人士；第二、已经有供应商提供了符合客户的这个要求的报价。

Google上找客户联系方式是不怎么可能了，只能从报价单和第一封留言来打动和留住客户了。

赶紧的，我做详细报价给客户，按照8X6PCS的来，并按照之前的经验，建议客户购买5%配件，给出列表，并提供免费的备件列表，和运费信息。

后台不能发PDF，所以我把报价转化成JPG格式，附在我的信息下面。

并于上午11:49给客户发信息

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Hi Ian,

Morning.

Lana from XXXX, led display factory.

Thanks for the message.

P3.91 indoor 500x 500mm cabinet, 48 pcs, full set solution can be provided.

Please find the detailed quotation.

If could know your email, or skyp, or WhatsApp, can share more information, such as the detailed quotation, photos, videos, certificates, etc.

Thanks in advance.

Lana

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2

上午12:06客户回复

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Thank you for your quotation.

We are actually looking at hanging 9x5 so would need 9 hanging bars. This would give us 3 panels as spares so we wouldn't need the suggested extra parts.

Could you update the quote to show this and can you give us your very best price as I have several options available to me.

Many thanks

Ian

[e-mail]

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开心， 客户回我的信息了。

13:09 我发信息给客户

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ok Ian, will revise and email you soon.

Regards

Lana

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并说明自己具体的需求， 并让我给最好的报价。 

其实咱们都知道，不能客户说要最好报价，要discount之类的，你就要给客户降价， 那不是明摆着给客户说，我之前给你的报价，加了很多利润报的吗？ 

所以我就稍微的把本来就能免费的1张卡的价格给减掉了，然后打包方案， 把之前报价的1装6的航空箱（需要8个），改成了1装8的航空箱（需要6个），而且客户买的另外3个箱体就是备件， 那我就把之前建议客户购买的5%配件给删掉了。 

这样下来，总金额比第一封报价， 少了850美金。

随后我就开始用大招了， Mail Group 思维指导下（这里发了 5 封）

第一封：报价！工程案例（我司产品没有PPT简介， 工程案例集锦， 做的PDF）

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Hi Ian, 

Nice day.

Lana from xxxx again.

Thanks for the reply on xxxx about the P3.91 indoor led display 4.5 x 2.5m, full set, with 3 spare panel.

Can provide it to you.

Please find the detailed quotation.

If any questions, please contact me freely.

In the next email, will share more info, such as guarantee, real feedback, etc.

Thanks in advance.

--------

第二封：证书展示

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Hi Ian ,

Nice day.

Lana again.

We sold many led screen to European market (we sell many led screen to France too), and American markets too.

So first of all, glad to share the CE, FCC, ISO certificates with you.

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第三封：三个保障 time promise, profit , budget

这个是早就做好， 并拼接到一起的JPG格式，直接附到邮件正文中

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Hi Ian,

Your friend Lana again. :)

Something need to explain carefully, and proof also is needed.

Please find our guarantees from our company.

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第四封：客户的真实反馈，这个就是之前的邮件, WhatsApp, FB message, WeChat 等客户给的反馈的那些截图等等之类的。

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Hi Ian ,

Your friend Lana from xxxx again.

Please check the last emails for the detailed quotation, and the three guarantees.

If any doubt, please do not hesitate to contact me.

We will answer all your questions.

And here we are so glad to share part of the real feedback from our clients.

Some bought indoor, some bought outdoor;

Some bough fixed installation, some bought for rental use;

Different products, and the same feedback, that is they are quite satisfied with the goods, and quality. 

The reason why we explain more is that, because of the product is good, and so many clients choose, and they can get profit or insurance, 

so we we would like to share with all of our clients too. :)

And really glad to hearing from you soon , so that we can discuss more.

Really hope this could be a good beginning and win-win cooperation between us.

If any other questions, please contact me freely.

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第五封：之前发货的记录-快递、空运、 海运的记录，并给客户一些关于整屏布线图。

Hi Ian,

Lana again.

We've sent many goods to our clients, by express door to door, by air to the airport, or by sea to the seaport.

And glad to share some of them.

And for all of our orders, we will do non-stop 72 hours aging test, and also set everything well before shipment.

So that clients can connect, and set easily.

Glad to share the connection diagram that we made for one of our clients.

If any doubt, whether the price, specification, package, warranty, payment terms, after sales service, etc., please contact me freely.

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这些邮件发完，13:48 就赶紧去后台给客户留言，说我给你发邮件啦，并说明价格改动的3个方面

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Hi Ian,

Email sent, please check it.

And three changes for the quotation

1) reduce the price for the sending card

2) reduce the spare parts that we suggest you buy;

3) change flight case from 6 in 1, to 8 in 1

If any doubt, whether the price, specification, package, warranty, payment terms, after sales service, etc., please contact me freely.

Thanks in advance.

Lana

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下午13:56 客户回我信息

-----

Hi Lana

Thank you for the emails.

I have had a quick look over and everything looks good.

I am still waiting on another supplier to get back to me with their pricing but it is looking good so far.

With regards to payment term what do you offer? I am looking to pay with an AMEX credit card.

Many thanks

Ian

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两个问题， 第一， 客户还在等其他供应商报价，第二， 客户想信用卡付款。

其实在报价中，我写的是100%TT payment in advance. 但是这里客户问到付款方式了，说明我之前的付款方式不是太有优势。 

所以转移了一下话题， 给客户另外一种甜头。

下午2:34我回复客户

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Hi Ian,

Glad to know that you received the emails. :)

Yes, i understand that you need to compare the price, warranty, service, fast response, etc.

As to payment terms, since the amount is not big, so we accept T/T payment to our bank account, or western union, which most of the clients choose.

As to that you said credit card, i guess our bank account cant receive the money.

But if you agree, you can 50% payment in the beginning, and the balance can be paid once goods is finished (after we send photos and videos).

By the way, we can FREE print logo on the cabinet, and on the flight case.

If you have, can email me the logo, so that i can confirm with our teams.

Yours

Lana

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客户下午2:40回复我，貌似接受了付款方式？但还有最后一个问题-运费。

其实这里要说一下，我有问过我们快递货代的快递和空运价格， 这个A货代回复 快递 2x，空运价格差不多；海运货代B报的是1x , 价格相差还比较大。

由于公司所有的快递空运价格都是A出，所以就按照A的价格报给客户。

没想到，客户还是有问题

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Hi Lana,

Thank you for understanding. I have one final question for you. Would the shipping be any cheaper if it was sent to LHR instead of LGW? If the difference is only small I wouldn't change from LGW but it might be an option for us if there is a reasonable saving.

Once again many thanks

Ian

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这个两个货代都说价格一样

那我这个时候只能这样回复客户了，顺便再夸下客户。

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Hi Ian,

Thanks for the fast reply too. :)

I have confirmed with the agent just now, by air to LHR and to LGW, is the same.

So maybe, we can not save fees from the shipping cost.

Anyway, i have to admit, you are quite smart in doing business.

So i do hope and do trust that your team can earn much money by renting these led screen. :)

Yours

Lana

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这个时候客户回复我了，大意就是我应该22个小时没合眼了，要睡了。现在，我会看下我手头上的这些报价，跟团队商量下，你明天早晨应该可以看到我的回复。 

我猜想，他把同样的信息也发给了另外几家供应商。

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Hi Lana

Thanks for checking in to that for me.

I'll be honest with you I'm going to get a few hours sleep now, I've been awake for almost 22 hours after having an early start and a slightly late finish to my day. I'll go though all my options and have a chat with my team later today. So you probably won't see a reply from me until you get in to work tomorrow.

Many thanks,

Ian

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最后一步了，不能功亏一篑， 所以下午3:19的时候，我立马给客户发邮件留言信息

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Hi Ian,

You really work hard, dear.

Ok, i understand.

No problem.

In fact, after my last message, i'm still checking with agent for a better shipping cost.

And finally we get feedback from agent, CAN have better price if by air to LHR, it is $1890.

So by air to LHR, maybe a better choice now?

Yours

Lana

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并迅速的给出V3第三版的报价，含到伦敦两个机场的运费，海运费和目的港费用明细。并用红色标出修改后的几个部分。

这个时候，我把付款方式给做到了30%预付，其余发货前付清。最后一步了， 总得再让客户看到我的努力吧。我不敢保证客户最后会选择我， 所以发票没有做。

于下午3:52给客户发出我的第六封邮件，主要就是说我们已经聊了什么东西，请允许我这边做个总结什么的，客户的问题，我的回答，1，2， 3 ，这个邮件比较长。

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1) With regards to payment term what do you offer? I am looking to pay with an AMEX credit card.

----------

As to payment terms, since the amount is not big, so we accept T/T payment to our bank account, or western union, which most of the clients choose.

As to that you said credit card, i guess our bank account cant receive the money.

But if you agree, you can 30% payment in the beginning, and the balance can be paid once goods is finished (after we send photos and videos).

By the way, we can FREE print logo on the cabinet, and on the flight case.

If you have, can email me the logo, so that i can confirm with our teams.

2) Would the shipping be any cheaper if it was sent to LHR instead of LGW? If the difference is only small I wouldn't change from LGW but it might be an option for us if there is a reasonable saving.

--------------

CAN have better price if by air to LHR, it is $1890.

So by air to LHR, maybe a better choice now?

3) FREE print logo.

and so please find the revised quotation too.

Here i remark the changes with red color, please check it.

Have a nice day.

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然后就是等待了。

其实当天，我的状态不是太好，主要原因是我女儿从老家转学过来的事情。老公去学校，没找到负责转学的校长，忧伤。

晚上下班，老公接我回家，吃过饭，带我去科三考试的场地转了一圈，看看点什么的，大概快9点，就回家了。

但是心里还在想着这个客户的询盘。

凌晨4点醒了，哇，看到客户半夜 11 点钟的回复信息

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Hi Lana,

I have gone through the quotation and I think we are good to proceed with the purchase.

I will be sending over a Logo for branding purposes, I am just waiting on my designer to send over a high resolution file.

For clarification USD$13,460 shipped to LHR.

30% deposit of USD$4,050 to be paid in advance.

Lead time of 15-20 Working days to complete the build.

70% balance of USD$9,410 to be paid after photos and video of finished equipment are sent over.

I think that is everything.

Many thanks

Ian

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4

这是时候赶紧手机上回复客户信息， 所以你看到我的信息是这样的

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Hi ian, thanks for the reply. 1)Yes, everything is correct. When back to office after 5 hours( now it's 4:11am, I will prepare PI for you, so that you can do the 30% deposit in advance. Once get your bank slip, I can place the order in our system. 2)And please tell me the name, address, zip code, phone number, so that I can write on the invoice. 3) And how much should we write on the commercial invoice?(which is used for you to do customs clearance) $4050, or $9410, or $13460, or ? Because some clients asked us to write lower value, so that they may pay lower taxes when goods arrive. 4) Ok, I'm waiting for a higher resolution file for logo. Better psd file, or jpg file. ;) Yours Lana

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上午给客户做了 PI , CI 和 PL ， 并于10:04发邮件给客户

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Hi Ian,

Nice day.

Thanks for the reply on aliexpress.

Please find the PI, CI and PL according to our quotation, and the info that we talked on aliexpress.

1) The first PI is detailed invoice, which is the same as the quotation;

2) The second PI is the brief invoice which is the same amount of the detailed invoice.

The reason why we provide the brief invoice, which is to match the commercial invoice which you will use to do customs clearance.

(Please don't worry, although we provide brief invoice, our order will do according to the real quotation and the real PI)

3) The third file is the CI, which you will need when goods arrive, and when you do customs clearance.

4) The fourth file is about the brief packing list for our order.

Detailed packing list will be provided once goods is packed, please don't worry.

Please check all of them.

If anything need to revise, please advise.

If no questions, i will wait for your advance payment / bank slip, and also logo.

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上午10:39 客户回我信息， 并提供水单信息

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Hi Lana,

Please see the attached Transaction conformation from HiFX. This shows that the money transfer has been requested and should reach your account within the next 24 hours. I am expecting to receive further notice from them when the transfer has completed which I will forward to you as well.

My colleague who was organising the logo has gone away for a few days and wont be back before the weekend so I might not be able to send that until the beginning of next week, hopefully this won't cause any delays.

Many thanks

Ian

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对！这就是我的24小时6封邮件+6条针对性留言的13460美金成单记。

这个订单能成，个人认为主要是以下几个方便的因素：

1.报价的迅速、专业

2.Mail Group的运用

3.客户提出的问题， 给出让客户满意的回答和解决方案

是的，你没有看错，就是这么简单粗暴！正如我们之前分享学习过的，国外客户更愿意把订单交给什么样的外贸业务员呢？

LanaY自身的专业度和优秀的逻辑思维，保证了沟通效率的同时，把握住了每个切入点，最终快速获取了客户的信任，引导了最终的成交。

END

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