“ By Dr. Mel Luthy, Chief EditorWe value all our business relationships with customers. We have especially enjoyed supplying your paper needs for the last five years. You understand, then, why we are concerned that you have not placed an order for the last six months. If we have offended you in any way, we sincerely apologize and want to regain your good will. We would appreciate knowing how to serve you better.We have enclosed brochures of our new fall products. Since we have served you for such a long time, we can offer you prices that compare favorably with the prices on your previous contract. We are confident that both our new and standard products can meet your needs in every way. We hope to hear from you.
专业邮件模板2：
“ By Dr. Mel Luthy, Chief EditorLast year was a great year for us. Why? Because we had the privilege of filling several large orders for you. We have not heard from you for several months, so it seems that you have forgotten us. Did we do something to offend you? Or have you been so busy that you inadvertently overlooked your need to reorder?Providing excellent service to our customers is very important to us. Since we would hate to lose you as one of our most outstanding customers, reestablishing our rewarding business relationship is top priority. Is there a time that I might meet with you to discuss your concerns? Please call me at 555-5555, and I will find a time that is convenient for you.Were you aware that last year several of our products won awards for quality and affordability? And that we have a new line of cleaning products that is environmentally friendly, yet powerful? Please take a moment to reconsider whether you want to miss out on the quality products we can provide at such a nominal cost.
专业邮件模板3：
“ By Dr. Mel Luthy, Chief EditorOver the years you have been a loyal Doe customer, and we have enjoyed meeting your office-supply needs. However, we have not received an order from you in over three months, and we are concerned. Is there any way we can improve our service to you?We are aware that during the trucking strike, many of our customers could not get their orders filled quickly. Since then we have taken steps to ensure that every Doe customer receives prompt, reliable service. Will you please let me know if we can do anything to win you back? I have enclosed a copy of our new fall catalog. Call me personally at 555-5555 if I can help.
专业邮件模板4：
“ Very glad to know from your web site, that you are the leading wholesaler of plastic products with most prestigious quality. To be even more successful, you might look for a very capable & reliable producing supplier. XXX is a good one for you to rely on. We have passed ISO9001 since 2005, and our products has CE certificate. Our satisfied customers include Dupont, Demag, Weland, Cas, Aliplast. I am very confident that when you work with us, you will have the same satisfaction.Can you do me a favor? What we should do to apply for & become your new vendor?
专业邮件模板5：
“ Ijust visited your web site, and know that you are the leading wholesaler in Poland for fashionable gloves, with prestigious reputation for the quality.You may be happy to find a new reilaible source of gloves with superior quality & Reasonable prices. You can select from an abundant variety of premium quality Jeans with stylish originaldesigns updated every 6 monthes.Our factory has a capacity of XXXX gloves monthly, probably the largest in China. Since 2009, we have passed ISO9001, and all our products has CE certificate. I attach the certificate images in the next email,please find them. Our satisfied customers include XXX, XXX & XXX. I am confident that when you work with us, you will have the same satisfaction like them. To enable you to get a good understanding of our quality and service, we would like to extend a very special offer for your first sample order, with 15% (only limited to the first container).In the next email, I will attach you the product catalogs. Please tell me what items are more salable for you. PS: We are also very capable to custom make for you. Please just tell me the styles you select.
专业邮件模板6：
“ I am very glad to know you from your professional website, you are the leading company in Japan for machine vision system. I also notice that you pay much attention to lower your cost for quality machine vision system. That is where I can be of help. May I introduce myself to you? I am XXX, from XXXX. We have been in machine vision system industry for more than XXX years. I am confident that we are capable to meet your quality standard, while cutting your cost by at least 10%. Please be sure, we are also very capable to custom produce with your drawings. To enable you to evaluate our quality, may I invite you to visit our factory?(或者：may I send you a sample?)
专业邮件模板7：
“ A good supplier will save you money and be free from trouble. Quality means a lot for a tyre wholesaler like you. To be safe from customer complaints, you may need a very reliable supplier to count on. We are a right one for you.XXX has already 20 years professional experience in XXX tyre, & XXX tyre. Our factory passed XXXX. Customers like XXXX & XXXX are very satisfied with our tyres for many years. To let you have more ideas about our tyres, in a separate email, I will send you our testing report by SGS. We would very much welcome your enquiry, surely you will get our best price.
专业邮件模板8：
“ Re: Lower your cost for baskets purchase by 20% more I am very proud to find some baskets on your website are produced by us. (先建立同客户的关联感）Attached please find some pictures. (证明可信度）You may save much cost by ordering directly from a manufacturing supplier like us. (给客户的好处）When you make such decision, we would be pleased to offer you our hand for your first time importation, which is rather easy. （打消客户的顾虑）We have just released abundant new styles of Gift basket/Camping basket/Picnic basket, do you want to have a look at the new designs?
专业邮件模板9：
“ Re: New Energy Saving Iron( 或者其他)Leading companies such as XXXX, now use XXX as their reliable supplier for XXX products. For a cost equating to XXX, your customers will be able to save energy cost by %. The remarkable XXXX Iron uses (工艺) to:To test XXX’s effectiveness, you can arrange a free no-obligation trial now, by just replying this email. We will reply you immediately to arrange it.
专业邮件模板10：
“ Re: Saving your purchasing cost for quality XXXXWhen you next consider your arrangements for XXX products, I would welcome the opportunity to understand your requirements and situation.Our customer include (XXX,XXX), who have found our XXX is superior in quality while saving them % cost from working with us.I will send you more detailed information regarding this product in another email. When you receive it, can you please email me your requirement for this product?
当客户已经从自己同行手里购买同类产品的时候：好消息是确认客户对产品有需求，及立即的采购计划。坏消息是客户可能对于现在的供应商很满意，并不要更换供应商，此时杀进去难度很大，而且需要经过客户的反复考验。
下手开发的几个切入方向：
1. 不断开发适合市场需要的新品，推荐给客户。如果新品被选中，则可以顺利建立关系 。
2. 考察客户网站，看看客户的用户对于现有产品的反馈和投诉，试图解决这些不被现有供应商重视或者解决不了的问题，这些应该是客户很关注的。
3. 考察客户销量比较大的款式的产品，研究看是否有方法可以在保证质量的情况下，大幅度降低成本，通过价格吸引客户。
那么第一封开发信一定要直接突出自己的优势，如果你所能提供的和客户现有的供应商一样，那客户为什么要费那么大的力气换个供应商呢？所以你需要给客户充足的理由，开发信要开门见山，点出你能给客户带来的好处，并且要有充分的令人信服的论据来支撑你的观点。
专业邮件模板11：
“ We are a candidate vendor for XXX company, currently we are serving XXXX，XXXX customers (先给2个大客户的名字，最好是同目标客户时同类的。). We have passed ISO9001, and our products has passed UPC certificate. We are very confident that you can rely on us as a capable vendor.I am writing to introduce a new product to you. This product is targeting 20-29 years’ lady. The sales in XXX market have proven to be very successful. Within only 2 months, the sales have reached 100000 units. I noticed from your web site, that 20-29 years’ lady is one of your major clientele, so introduction of product XXX should be a big sales hit for you. BTW, we have the samples ready. Do you want to evaluate this new product XXXX?
专业邮件模板12：
“ I just visited your web site, and studied your customers’ feedback on your product XXXX. It sounds that your customers (390 customers remarked online) are demanding to: XXXXX 陈述一下客户潜在的问题。We have successfully helped 20 customers solved this problem. XXXXX(描述一下细节，给点具体的信息。不要太详细，留个伏笔，下次再联系他)Very briefly about ABC Company, we have abundant experience serving XXXX，XXXX customers (先给2个大客户的名字，最好是同目标客户时同类的。). We have passed ISO9001, and our products has passed UPC certificate. We are very confident that you can rely on us as a capable vendor.May you give me a chance to present you more information on this? I will be glad to send you more detailed information upon your consent.
专业邮件模板13：
“ We are a candidate vendor for XXX company, currently we are serving XXXX，XXXX customers (先给2个大客户的名字，最好是同目标客户时同类的。). I am writing to tell you, that we are able to cut your cost for XXX item by 20%, thanks to the current break-through innovation on the production process.The reduction in cost will not in any way influence the quality. We have passed ISO9001, and our products has passed UPC certificate. What products are you currently purchasing? May I make an offer to you based on these items for you to compare?
清楚了客户的兴趣之所在，以及自己公司和产品的优势，研究清楚如何引起客户强烈的兴趣后，就要考虑这封开发信要发给谁了。
找到具体的联系人，会让开发信的成功率数倍提高。学习利用谷歌找到采购负责人很重要。如果找不到采购负人，就直接搜“@客户网站.com”,找到客户公司任何一个联系人，再向他们问采购负责人的联系方式，成功率也很高。
新手切忌不问收件人是谁，上来就推销，说一通套话我们是最大的，我们是质量最好的，最便宜的。推销会让客户很反感，尤其是收件人并不是具体负责采购的人，看到这样的推销信，直接就删除或者丢到垃圾邮件箱里了。
这封邮件的目的要清楚，就是找到相关的采购负责人。客气礼貌地说明来意，邮件可以简短点。
专业邮件模板14：
“ Re: Hi Mary, can you tell me the email of Mr. XXXX? Hope you have a nice day today.Can you tell me the email address of Mr. XXXX? I would very much appreciate your help.
专业邮件模板15：
“ Re: Hi Mary, may I ask you for a favor? Hope you have a nice day today.We are a qualified supplier of XXX Company, we can help you to save at least 15% of your purchasing cost for product XXXXX. May I ask you for a favor? Who should we contact for evaluating this further?I would very much appreciate your help.
四. 客户产品线还没有我们的同类产品
如果客户产品线里还没有我们的同类产品，对于你来说是个潜在的机会。如果是个大客户，开发的周期会很长，因为大公司做决策流程很长，需要不同部门的审批。从客户的立场来想，当我们不知道一个新品的时候，有供应商来找我们。我们会是什么样的一个判定流程呢？
1.这个产品是什么？为什么我要加入现有产品线？
2.嗯，这个产品不错。这家公司资质如何？有能力保证品质和供应吗？
3.他有能力做，价格是否有竞争力？我是否要比较一下其他的供应商？
所以我们初期的目标应该设定为让客户接受这个产品，第二步的目标是让客户接受我的公司。如果客户第一步对产品感兴趣了，此时要及时介绍公司，证明你们有能力提供高品质的产品，保障供应。
第一封开发信需要把新产品介绍给客户，同时，还要把产品的益处，能给客户带来什么商业利益讲清楚，如果有销售统计数据证明这个产品快速上升趋势的话则最好。
专业邮件模板16：
“ I just visited your web site, and found that you are not offering XXX products to your customer yet. The sales of XXXX product in your local market grows very fast. The sales are expected to be very hot in 2023. May I give you a little more information regarding XXX products for your study? Target: It targets 30-40 years old man. BTW, we have samples ready, do you need a sample to evaluate it?
这封开发信的重点在于让客户知道有这么一款产品，市场上销量不错。产品介绍的侧重点在于让客户直观地评估该产品带来的收益，所以一些信息如目标市场价，采购成本，销量等都很有帮助。
五. 利用展会作为契机
我们一直使用integrated marketing。
国外有研究，平均每个客户要触动8次才能合作。所以我们每次展会前都会发送大量的展会邀约邮件给客户。正好也是一个借口，客户一般不反感。如果能去参展，我们展会流量会增大，能当面谈当然成功率要提升很多。如果客户不去，也没关系，他至少了解我们多一次。这种方法宣传既有重点，又有广度。那些到了展会的客户可以进一步深谈，而没有去的客户也加深了一次对公司的印象，公司坚持参展对于客户来说也是实力展示和传递信心。
专业邮件模板17：
“ Re: Hi Mike, will you visit the Canton Fair on April 15th, 2022?Will you visit the coming Canton Fair? If so, will you please visit us at: booth XXXXX,We have plenty of new products to be released then. Please follow the following link to preview the new products. www.XXX.com A % promotional discount is offered on the fair. I look forward to seeing you there.
专业邮件模板18：
“ We hereby sincerely invite you to visit our booth at 展馆 from 时间 as the 展会 is coming.Our company is a professional 产品. We specialize in designing and manufacturing 产品. We constanly update models and develop new products. Providing everycustomer superior quality products at competitive price .It would be a great pleasure to meet you at the exhibition.We expect to establish long-term business relations with your company in future.
专业邮件模板19：
“ Dear Mr./Ms./Mrs./Prof. + Last name,Knowing the information about your company, we hereby sincerely invite you to visit our booth at #展馆# from #时间# as the #展会# is coming.Our company is a professional #产品#. We specialize in #产品#. We constanly update models and develop new products. Providing every customer superior quality products at competitive price .It would be a great pleasure to meet you at the exhibition. We expect to establish long-term business relations with your company in future.Exhibition Center : #展馆地址#
现在是社媒时代，观察身边优秀的外贸人不难发现，他们都有在经营着自己的社交媒体平台账号(Facebook、LinkedIn和WhatsApp为主)，并在平台上不断积累增加好友数量，提高自身影响力从而收获客户和流量。
所以花了钱参展，在社媒上更要充分把展会作为一个营销的契机点。不管客户会不会来展会，都把邀约当成一种营销手段，既刷了一波存在感加深了印象，后续更新参展照片动态，又能当成一种公司实力的背书，促进新老户的信任和认可。
专业社媒展会邀约模板20：
“ We haven't seen each other for a while.Would you like to going to #展会名称+时间#? Please let me know if yes, We hereby sincerely invite you to visit our booth#展位号
专业社媒展会邀约模板21：
“ The products of our company you mentioned last time have been updated, and the price policy has also changed. It happens that we have an exhibition in #国家# recently. Do you have time to come and have a look?（回顾细节+发出邀约）
B端外贸人把领英作为重点的居多，效果相对来说也是最好的。所以针对领英上可以通过领英助理(www.lingyingzhuli.com)将邀约信息添加至消息模板内后，再对领英好友进行模拟手工批量群发，内容里记得设置插入姓名变量用来自动添加客户姓名，如下图简示：
以上模板文字仅供参考，思路引导才最重要。不同的客户，应采取不同的策略和技巧。
只有被打动的客户才会回复，也只有解决了客户的疑问，满足了客户的需求，客户才会把订单交给你。
只有做足功课，调研客户的兴趣点，才能搔到客户的痒处。上客户网站、社交账号（Facebook、领英等）里分析，在Google、购物网站里研究该行业客户的特点和痛点。
所有的切入方向都是建立在获知客户的痛点并准确传达产品价值上，基于客户痛点解决现存的问题，更要帮助客户发现潜在的问题，创造客户的需求。
则一切水到渠成！
外贸充电站是一个纯分享式的免费外贸互助学习平台，不销售任何付费的外贸培训或者课程，不销售任何付费的外贸产品或者服务，请知晓。另扫描下方Daisy微信二维码添加好友，可免费领取一线外贸业务实战经历所总结的『外贸实战系列』学习资料，资料内容涵盖客户开发跟进，询盘分析回复，社交营销引流，邮件写作，参展攻略等：
「添加Daisy为微信好友」
备注：所有资料内容免费提供于个人学习所用，请勿用于任何商业用途，让我们一起在外贸充电站，一起在这个外贸寒冬里：“抱团取暖，彼此需要，用经验和知识武装自己。相互赋能，不负时光，用实战和时间成长自己。”
选择比努力更重要，方向比速度更重要
微信公众号 | 外贸充电站
▼ 点击“阅读原文”学习更多实战外贸经验总结
我知道你“在看”