煮熟的鸭子飞了！她为什么丢掉了本应该成交的订单？

Ella是SOHO族的一员。

她有一位客户Sam曾非常有意向下单，可是在沟通过程中出现了一些问题，最终把她拉黑了，到底是什么问题导致的呢？

4月底，Ella将她与客户Sam的邮件沟通记录整理给我。希望能通过这个案例，给大家整理一下跟进客户时需要注意的细节。以下是我的修改思路，供大家探讨。

4月22日Ella发邮件给Sam

Hi Sam,

How are you. I am Ella, tell you good news, the new plastic box has got the consumers' appreciation, because last year the customer ordered 400000pcs who has come back again to order now, and the customer needs it urgently. 

Last time, you sent me email, and I could not see the information you sent, so later it works so I replied you by my personal email.

But at that moment, I am not sure the new design plastic box whether is appreciated for Europe consumers because temporarily no any comment from him so at the moment, actually I am not dared to recommend it to you. 

Now, my customer come back again for another 400000pcs,and need it ASAP, so now I am dared to tell you the above. 

Attach the bulk of plastic box pictures.

If you would like to have sample to test or other information, feel free let me know. 

Your early reply would be very appreciated. 

以上邮件假如换成简洁版，用四句话可以概括：

Hi Sam,

Sorry to miss your email.

Please see attached the bulk of plastic box pictures for your reference.

For your kind information, we've got another European client's repeat order recently. Kindly let us have your further feedback soon.

Best Regards,

Ella

分析：

1.Ella希望借欧洲客户的返单来证明此产品在欧洲市场广受欢迎，这是亮点。可是因为她的啰嗦，前后出现了两遍。絮叨过度，有自卖自夸的嫌疑。

2.虽然错过邮件，回复客户迟了，并不需要长篇大论解释。像“Sorry for the late update.”“My apology for the late reply.”或我修改的“Sorry to miss your email.”一语带过就好，客户关注的不是你在忙什么，你去了哪。他关注的是，他的要求你怎么回应。

3.通篇出现的是I、my、me，而在函电中，更倡导We and us. 哪怕你单枪匹马，也不要给客户觉得你是一个人。以“我们”来引导，会显得更具分量。

4月24日Sam没回复，Ella继续邮件跟进

Hi Sam,

Happy Monday. The day before yesterday, may I know have you received my email? The new xx with the welded box is 0.06$/set only. 

Recently, do you have any purchasing plan for it? 

Wait for your early reply soon. 

修改版：

Hi Sam,

Good day.

Updated price for the welded box is USD0.06/set only.

Please further advise.

Best Regards,

Ella

分析：

才两天没回复，其实不必要跟得那么紧。价格有更新，简单告知下就行了。

4月25日，客户回复

Dear Ella,

I'm glad to know about. I got your email. I'm going to make a new order in a few days, I'll keep you update. 

Ella在当天回复：

Hi Sam,

Glad to hear from you too! Yes the new design plastic box enjoy the customers' appreciation, and come back again for the second order already.

Wait for your early arranging, so we could arrange, so could produce your order soon. Meanwhile let us know what the quantity for telling you the lead time. 

Thank you. 

修改版：

Hi Sam,

Thank for your update.

Expecting to your further instruction.

Ella

分析：

客户已经在邮件里提及他将要下单，并且会告知相应细节，那么就不需要在邮件里再次提及。

Ella的书面表达能力一般，在沟通过程中，不能想到什么说什么，也不要打开话匣子滔滔不绝。商务往来邮件，要尽可能言简意赅。

一个星期过去了，客户没回复，Ella跟进

Hi Sam,

How are you? Our one customer will ship the xx order next week, as now we just produced a part of xx, we will finish all next week as now we have added more machines for production. 

Attach our packing detail for your see. 

If you would like me to check now the plastic box shipping fee that go to Spain of Barcelona port, please let me know. 

Thank you very much! 

修改版：

Hi Sam,

Greetings.

Any updated news from you?

Ella

分析：

客户越没动静，越要沉住气。像原文中订单的细节八字没一撇，就要查询运费了，显得很着急拿单。

5月4日客户回复

Hi Ella,

Could you please tell me the price for 100.000 separate box, and send me the technical data sheet.

5月5日 Ella回复：

Hi Sam,

Thanks for your quick reply. 

Non-xxis 0.058$/p PCS. 50Kpcs/carton box, so 20cartons for 100,000 PCS.

B is 0.0539$/ PCS. 5.2Kpcs/carton box, so 21cartons for 100,000 PCS. 

The filter lead time is about 10days. 

The attached is the technical data, and box pictures for you review. 

If you need check samples, we will provide.

Waiting for your early reply. 

修改版：

Hi Sam,

Thanks for your details.

EXW Non-xxis 0.058$/ PCS. 100,000pcs will be packed into 20 CTNS. 5K PCS/CTN.

EXW B is 0.0539$/ PCS. 100,000pcs will be packed into 21 CTNS. 5.2K PCS/CTN.

Lead time is about 10 days. Kindly see attached your required technical date.

Please further advise.

Ella

分析：

1.这里最重要的问题就是价格没标注好条款，是FOB还是EXW？不说清楚客户会想当然，后续给自己带来沟通上的麻烦。

2.价格、箱数、装箱数量可以highlight标注出来，这样客户能一目了然。另外，原文中第一款装箱数量错了，是5K而不是50K。

3.既然客户要求技术参数，建议把两款报价一起列到报价单上，以正式报价单的方式发给客户，并注明有效期。

4.客户并没有谈及样板。在客户已经确认下单数量时，先把单子谈下来，这时候再谈安排样板，一切可能回到原点：寄样--不符合--重新安排寄样，寄样--等快递--跟进--确认符合。假如生意进程回到样板确认环节，那中间得多耽搁多少时间？

4天后， Ella继续跟进

Hi Sam, 

There is none emails received from you these days. And sorry for my late follow up as last weekend.

I am little busy for shipping customer's cargos as the attachments. Is there any more question for the last email I sent on 4th,May? 

We have met times before when you are in China, Sam please rest assured and I will monitor well the quality confirming and safe shipping for you. We know for years. Quality is the same as the previous. 

分析：

说实话，不是很懂这封邮件想要表达什么，更何况是客户了。想突出很忙，要尽早确认订单？还是想表达认识多年，会严格把关质量，不必过虑？其实催单的话，简单提醒下客户就够了，不要给客户太大的压力，暴露逼单意图。

修改版：

Hi Sam,

Friendly reminder on 9th May.

Ella

5月17日Ella再发了一次跟进邮件

Hi Sam, 

Hope this letter find you well. 

Christmas season is approaching. It seems that this year, some customers has ordered it in advance. 

This year's business is different from last year. Like xx Company are ordering the integrated type xx for the second time too. 

MOQ is small, but some are ordering by containers. 

Kindly keep us informed about your thoughts. More detailed offer will be updated accordingly. 

分析：

我的建议是，邮件沟通到现在不妨直接给客户打个电话，简单寒暄后直奔主题，问问之前提及的订单，还需要核实什么细节，然后再把报价重发一次。不要风马不相及地提起今年需求量很大，是想给客户造成一种你们很忙，不需要订单的感觉吗？

修改版：

Hi Sam,

It's been a while since we touched base.

I am attaching again herewith the offer for your approval.

Ella

5月23日客户回复

Could you please tell me the xxr's size, we want to be sure about the compatibility with our plastic box. 

5月23日Ella当即跟进：

Hi Sam, 

Glad to hear from you! How are you?

Our box is common size for USA common cups. The size has 50mm and 44.7mm,see the attached pictures for check. 

We always provide the common size for customers, unless someone has special instruction for customized size, then we will do the customized size. 

What is your filter size? What's size of your box? We can adapt the size as your request to meet with your box. 

Meanwhile, does our box reach your expectation? As we have gave out very good price of box for you, and its material is xx that meet with your request too. 

Any more information, kindly let us know too by returned email. 

分析：

估计客户已看哭。太啰嗦了！每次客户一回复，Ella便启动话痨模式。客户的这封邮件的关注点是XXR型号的尺寸和兼容性，证明他对技术参数方面要求很严格，很谨慎。

修改版：

Hi Sam,

Glad to hear from you again.

Box size are respectively 50mm and 44.7mm, please see attached the pictures.

We can adapt the size as per your request. Kindly let us know your required filter and box dimensions.

Thank you.

Ella

5月25日客户回复邮件

Please send us the invoice for 100.000 xx with the FDA certificates again if is possible in PDF file. You told me your delivery time is ten days right? 

分析：客户要求出PI，并再次确认货期是否为10天，真得很有耐心。

Ella欣喜过头，回复以下邮件：

Hi Sam, 

Thanks for your always trust! Now the lead time is quite busy as this year's xx business is up. Currently our domestic also sell the plastic box already.

If urgent, please let me know, I will apply for finishing the filter in one week for you after payment. 

The attached is xx certificates and Invoice for 100.000 xx in PDF file 

After arranging, please kindly send me the bank slip. Thank you. 

Kindly note : 

The attached back information is the only available account.

分析：

1.这封邮件客户的关注点是货期。我们如果能满足，直接确认就行了，不需要兜圈子说目前虽然很忙，但你急，我7天就给你赶出来。赶货一般是不推荐作为吸引客户的卖点。工厂的生产，从备料、上机，到后期的包装、质检，程序那么多，疯狂赶货你就真能保证得了质量吗？说话要留有余地才好。

2.最后一句真是自找麻烦了。身为SOHO，如果PI抬头和银行账户抬头不一致，客户没留意没质疑，何苦要多此一举揭自己短呢？

修改版：

Hi Sam,

Please see attached the PI along with FDA certificate.

Confirm that lead time is 10 days.

Upon receipt of your payment, we will start with the production immediately.

Ella

5月25日客户回复：

Please help me with size, weight and number of boxes. 

5月25日晚上23:42，Ella回复：

The carton size is 48*48*50,9.8kg/ctn,20000pcs/ctn. So 100.000 xx, total 20cartons. 

5月26日 0:18，客户回复：

Please modify the invoice: 

To:  xx 

Atn:  xx 

Email: xx 

Please note that the name of the company in the invoice has to be the same in the test report is ok, right? 

注意：此时，客户已发觉到测试报告中的公司名称和发票中的公司名称不一致。

请看Ella的回复：

I just modify the invoice with the information you request. 

I am attaching 2 invoices, one is with the company's head the same as the test report, another one's head is the same as bank account's name. So, you can choose the right one as the final Invoice. 

Sam, does the test report you need to send for customs when shipping?  If so, please use the invoice with the company head "zhejiang xxx Co., ltd. " 

Kindly note : 

HONGKONG xx., LIMITED--the company is our agent for payment only, that is its function.

Any more question or info, please do not hesitate to let me know. 

Thank you. 

分析：

离岸银行账户和发票的抬头本就该一致，客户提出质疑是正常的。而如果测试报告做不到一致，可提前取得工厂授权，再按照自己的抬头报备一份。当客户不解时，和客户解释是因为两个法律主体，或者工贸不一体。一句带过就可以了。

Ella却又给自己补刀，和客户补充说发票中的公司名称和汇款账户的名称也不一致！这不是存心要让客户更困惑吗？客户肯定会问为何不全部统一一致呢？按照文中提及的，是完全可能做到一致的！

就算解释说附上两个发票，一个是报告抬头和发票抬头一致的发票，一个是报告抬头和银行抬头一致的发票，只怕客户也很难再接受。

修改版：

Hi Sam,

Please check the revised invoice and further advise.

Ella

5月26日0:25，客户回复

I have another question, is the price FOB? 

5月26日1:00，Ella回复：

It is Factory price, not FOB. If FOB, add more 200 dollars only for total 20 cartons box.

分析：

1.生意已经进行到寄形式发票给客户了，Ella还没标注好价格条款！真是太大意了。

2.在客户已经要求出发票的阶段，突然多出200美金。这对客户来说，是很难接受的。事已至此，为何不提前核算下利润，看看能不能把这200美金减免掉，或者到时再摊一部分到本地费用里。

3.从和客户有互动有报价的一开始，报FOB价格就要注明装运港口。

客户沉默了，Ella 追加了几封邮件，我列举当中一封：

I am very cherish our cooperation and you choose me. May I know your port of loading? If the port is near us such as Shanghai port, I will apply for you tomorrow whether we ship to your forwarder is for free or a discount.  

If the port is not near us such as Shenzhen port, then I will check again with your forwarder to see whether can cut down shipping fee. I am Chinese, and for trading business for over 4 years, So quite familiar with how much of the sea freight exactly base on the packing volume. 

Wait for your reply soon.

分析：

此时的Ella已经阵脚大乱，语无伦次。在邮件里提及自己做外贸4年，强调自己通晓运费报价，又追问客户要求在哪个港口装运，这些信息对客户来说，都没什么价值。其实装运港都是就近选择的。如果不是客户要求，难道会选离工厂不相及的港口去装运吗？

从5月26日开始，客户失联，电话不接，信息不回

Ella继续邮件跟进：

Hi Sam

How are you? I just tried to give you a call, then send you message on Twitter. As these days, there is not any message received from you. 

We are wondering, is there any more question or information we do not say clearly to you? If so, pls. feel free let us know.

Thank you. 

这封邮件发出后，Ella收到了退信通知。除非客户信箱已满，不然很有可能是客户把她拉黑屏蔽了。她跟这位客户的缘分，差不多结束了。

看完这个案例，小结一下

客户和Ella之前认识，并且有合作过的，应该算是老客户了。下单数量要求明确，说明意向是很好的。可是案例中Ella把自己的弱点一步步暴露给客户看，客户不会觉得这是开诚布公，反而会觉得Ella心思过重，且不专业。

不知道大家有没有研究过钓鱼。看起来胜券在握的单子，就像已经钓到鱼了一样。可是鱼是会脱钩的。脱钩的原因在哪里呢？

钓具原因。就像案例中的硬件条件一样，开展SOHO要把客户质疑的方方面面问题处理得当。而报价不专业是硬伤。

提竿过早。客户都还没确认细节，为何急着报运费？客户需要时间确认和落实，为何急着逼单？

提竿用力。让人透不过气的跟单频率，只会让人心生畏惧。有经验的外贸老鸟和客户打交道，一定知道拿捏火候。什么时候应该下点力，什么时候该给客户空间，都是有技巧的。

在案例中，还没等客户回答上个问题，Ella已经抛出下个问题。

"Your client will just be busy with their everyday work. The reason they're not getting back to you right away is usually because you are asking them to do more work. "

这句话来自我的一位客户，分享给大家。

跟进客户是索求，你索求得越频繁，索求得越紧，客户越能感到压力越想逃离。客户从回复到敷衍，到置之不理，想过为什么吗？

跟进客户是一门艺术，尝试把“客户为什么不回复你”，转换成“客户凭什么要回复你”的角度去思考，或许可以看到自己在跟进中存在的问题。

客户来自哥伦比亚，母语并不是英语。案例中的很多表达都是中国式英语，并洋洋洒洒，长篇大论。千万别对着非英语国家的客户——尤其是中东、南美客户说复杂的长句。能一句话说明的，别绕来绕去地用高级句型。

函电讲究的是简洁和明确，能让客户花五秒钟看清楚的内容，绝不要让客户花十秒钟，尊重别人的时间，也是对自己的尊重。

跟进客户时，打动客户的是真诚的态度、简洁的表达，而非花俏复杂的语法。不同国家的客户，回邮风格要随之调整。适当的时候，可以切换成他们的语言来沟通，你会发现，原本以为很沉默寡言被动的客户，看到自己的语言，变得积极主动起来。

希望此案例给到大家启发。

往期推荐

作者索菲，侵删