案例1：一個新手給我的開發信原件

Dear Sirs,

Have a good day!

This is ?Sam from ABC factory producing Gloves. I am gald to know that you are a leading wholesaler of gloves. Hope to establish a good business relationship with you.

點評：這個開頭有點平淡。沒能讓客戶立即感受到同你做生意有什么好處，或者建立客戶同這封郵件的關聯。

Our factory is one of the biggest glove factories in China with already 10 years’ history. We can provide you good quality gloves with good price and service. We have a lot of advantages for all kinds of Glove styles, Ladies, Men’s, Kids. Attached are some pictures of our products and workshops for your reference. Please check and let me know what kind of gloves you are interested, or you can show your styles for our offering.

點評：這個公司介紹部分是典型的以product feature來介紹的。也不能讓客戶產生關聯感，以及給我什么好處。另外缺少支撐。人人都會說我是最大的最好的。也比較平。

We would like to take this opportunity to establish business relationship with you.If you want to know more about us, you can add me on your Skype or E-mail or visit our website as below my E-Business card. Maybe it is a start of our business. ? If you are interested in our goods, pls let me know . If you will attend the coming Canton Fair at April,2014 , pls don't hesitate to contact me at any time . we ?will waiting for you there and show our more good samples for your reviewing.

點評：有點不夠簡要，也未能給出充足的理由和動力讓客戶同你聯系。

Any questions, Pls let me know at any time. Looking forward to your earlier reply!Best regards,

Sam

修改后

Dear John,

一定要找到合適的聯系人，Dear sirs和Dear John的回復率有幾倍的差異。你對著一群人喊一聲“請去把門關一下。”看看有人回應你嗎？如果你說“張三，請去把門關一下。”效果是完全不同的。Dear sirs,沒有人覺得自己同這封郵件有何關聯。Dear John,就是寫給自己的。關聯自然產生。

Good morning!

I just visited your web site, and know that you are the leading wholesaler in Poland ?for ?fashionable gloves, with prestigious reputation for ?the quality.

一開始就談客戶的情況，讓客戶建立起聯系，這封郵件同他是相關的。

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.

點出客戶的利益。

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.

自信地給出自己的實力。

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.

給出客戶采取行動的理由和動力。

Best regards,

Sam

PS: We are also very capable to custom make for you. Please just tell me the styles you select.

進一步敦促客戶采取行動。正文部分要繼續能抓住客戶的注意力，讓客戶保持這個興趣一直讀下去。并在這個過程中被你的產品或者offer所打動，并最終采取行動回復你的郵件。

01

一封好的開發信的必備原則

1）簡要原則：現在客戶都很忙，缺少時間。及時是再好的內容，重復說第二次，對于客戶意義就不大了。寫好開發信先把重復的內容刪掉。能要能不要的話，堅決刪除掉。能說得簡單通俗的話，堅決簡單通俗來說。

2）讓客戶建立同產品的聯系感：有的業務員寫的開發信，從頭到尾都是陳述自己如何如何，我們是最大的，我們是最好的，可客戶覺得這個同我有什么關系呢？

a) ?You attitude, 就是從客戶的角度來組織句子。會讓客戶更多地建立同自己的關聯。對比一下如下2句話：We are promoting a new plan that we believe has many outstanding benefits. ?以及：You will be able to generate more sales & profits with our newly improved model XXXX.

b) ? Benefits vs product feature

當我們說我們是最大的，最好的，客戶說同我有什么關系呢？What is in it for me? 要吸引客戶，就要把給客戶帶來的利益直接說出來。舉個例子，你是賣機票的，你說飛機飛得很快，就是說的product feature, 你也可以說“飛機能幫您節省時間”，這個把飛機給你帶來的利益就說出來了。

3）強力原則：我們說“飛機能幫您節省時間”，和說“飛機能幫您節約很多時間”哪個效果更好呢？在客戶的心理激發起的強度是不同的。所以大家要多用能引起客戶強烈反應的形容詞，就能收到更好的效果。

4）可信原則：客戶收到開發信，初次接觸，憑什么要相信你呢？所以相關的論點要有客觀的論據支撐。說我們質量好，大家都會說。到不說說些，可核實的內容，比如我們通過了ISO9001質量體系，我們產品通過了CE認證，我們有哪些大客戶等等。

5）促使行動：結尾的部分尤其重要。很多開發信的結尾既沒有使用祈使句讓客戶采取行動，也沒有問客戶一個問題。根本沒有提請行動，整個就一個介紹信，客戶就是一個聽眾。設想一下，我們在什么情況下最可能采取行動。是“現在教室里好冷啊?！边@樣的陳述句，還是“張三，你把那個門關上，好嗎？”。讓人回答，你是說“現在教室里好冷啊。”還是說“你冷不冷？”的問句？開發信也是一樣，你一直在跟客戶說“現在教室里好冷啊。”這樣的單向陳述句，如何指望客戶回應你呢？所以結尾部分，要采用祈使句，Please close the door 敦促客戶行動 或者問句，Do you feel cold？引導客戶回復。

案例2：剛剛幫一位網友修改的開發信

Dear **

Glad to know you from your website,that you are the leading company in Japan for machine vision system.

This is ***company here.I am sure we are the right one for you to seek vision solution, Industry information,customizing products on your request.

Maybe we can help you to save at least 10% cost saving with more high quality service.

Some of our new models,such as Machine vision Lens/ Bi-Telecentric Lens /HD XGA Industrial Cameras,have a bright market at home and abroad.

Could you please do me a favor to tell me what items are more salable for you?

Best regards,

Ling

點評：

Glad to know you from your website,that you are the leading company in Japan for machine vision system.

后面再追一句概述他的業務性質，特色等的話，表示你對他們慎重研究了。

比如： I just notice that you pay much attention to lower your cost for quality machine vision system.

This is ***company here.

（這句話好硬，過渡不自然，缺少人情味。May I introduce myself to you ? I am XXX, from XXXX. 這樣會更人情味點。）

I am sure we are the right one for you to seek vision solution, Industry information,customizing products on your request.（這后面一句太突然，沒有過渡。）

Maybe (這個詞沒有力度，不自信，猶豫不肯定） we can help you to save at least 10% cost saving with more high quality service.

Some of our new models,such as Machine vision Lens/ Bi-Telecentric Lens /HD XGA Industrial Cameras,have a bright （有點歧義，不如就用good,注意用最簡單的英語，日本人英語不好。） market at home and abroad.

Could you please do me a favor to tell me what items are more salable for you? （這句有點突然。）

修改后

Dear XXX,

Good morning!

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?)

Best regards,

XXXX

由于情況不一樣，不一定就合用。貼這個例子，是希望新人通過對實際案例的運用，了解開發信如何寫。光看理論似乎還有點迷糊。

案例3

這個是在外貿開發信分享群幫助新人修改的一份開發信。產品是plastic products. 這個開發信試圖先用訪問客戶網站的說法同客戶建立關聯，結尾用一個問句來探詢如何能成為客戶的vendor。結尾的地方比較適合規模比較大的公司，審核vendor有一定的流程。如果客戶是小公司，最好把結尾修改一下。

說明：第一次聯系客戶的開發信。行業是plastic products.

Dear xxx,

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?

Best regards,

XXXX

點評:

Dear xxx,

Very glad to know from your web site, that you are the leading wholesaler of plastic products with most prestigious quality.

開發信從標題開始要能吸引住客戶的注意力。然后，正文的一開頭還是要能繼續抓住客戶的注意力，直至結束。在此過程中，要能打動客戶。

抓住客戶注意力的辦法之一，就是讓客戶感覺這封開發信是同他很相關的，給他帶來很多好處。所以Dear Purchase Manager，這樣的開頭，遠不如Dear John有力。如何找到客戶的聯系人，很關鍵。給大家提供3個方法：

1） 就是用“@客戶的域名”到google里去搜，往往能搜到相關的聯系人，即便不是負責采購的，你仍然可以去問他貴司負責采購的人是誰？

2） 購買超易搜索軟件，最好的效果精準率可達95%。

3） 同行業的基友交換。比如我做衛浴臺盆，客戶渠道同做浴室柜，水龍頭，下水，鏡子，淋浴房，浴缸，按摩缸等產品高度重疊，甚至同瓷磚等其他建材產品，以及家具產品都有部分重疊。我找到這些行業的業務員交流客戶資料，加入我們總共10個業務員，每人100個客戶，放在自己手里就只有100個，大家一交流，如果不重復的話，就可以達到1000個。更何況，這些客戶里有的是其他業務員熟悉的，經他們介紹，比你自己寫開發信要強多少倍啦！

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.

接下來迅速點明這封開發信可能給他帶來的好處，就是你也需要一個有能力的可靠的供應商。然后通過證書等進一步的權威信息證明這點。

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.

第三方的客戶比我們自己說質量好啊什么的都有力。

Can you do me a favor? What we should do to apply for & become your new vendor?

結尾設計一個合適的問句，一般可以提升客戶的回復率。在被問問題的時候，人有回答的本能。面對一個哭個不停的小孩，最好的辦法不是給他糖吃，而是問他感興趣的問題。就可以迅速讓他止住哭鬧了。問問題也可以讓我們引導談話的方向，并讓對方有高度的參與感

業務員一定要記住

一定要學會了解客戶的心里想法，拿準客戶的關切點，妥善處理好客戶的關切所在，才能順利將業務向前推進 。

業務員收到客戶的郵件至少要讀上兩遍，了解清楚客戶的意思再寫回復郵件，寫好了再看客戶郵件，是否妥善回應了客戶關切的問題？潤色修改好，然后再發出去。

要多問自己：“客戶為什么要問這個問題？”，要知道，這里的問題所在，很多時候比客戶說出來的還重要得多。

可現實情況是，大多數業務員只關心自己，不關心客戶。我看到有的業務員給客戶回復的郵件完全不在一個頻道，就是客戶說客戶的，我說我的。這個要是下棋可以，可跟蹤客戶卻萬萬使不得，我們一定要反復揣摩，讀懂客戶的心，并徹底妥善解決好客戶的關切點，生意自然水到渠成了。

包括在開發跟進過程中，遇到卡殼了，多數情況是客戶心里的關切點沒有得到妥善解決，所以客戶要先把你晾在一邊，或者是直接被客戶淘汰了。

此時，最重要的不是自說自話去推銷說服（你還不了解客戶的關切點，你所做的說服又怎會奏效呢？），而是要巧妙地旁敲側擊盤問出客戶的心里想法，關切點所在。了解之后，才能給出對策方案。

案例4

客戶回復業務員的開發信，經過幾輪的郵件溝通，客戶回復了這封郵件。

Dear Vicki,

Yes,we liked your products very much and will contact you, once we have the order for you.

Best regards,

Stephanie

對于這類郵件，有的業務員覺得客戶是托詞，敷衍而已。有的業務員說客戶已經決定同你合作了，但時機不對。

不管怎么樣，如果你能了解到客戶當前是怎么想的，非常重要。他沒有馬上開始合作，可能是還有一些內心的問題和關切點沒有得到有效解決。當然不是每個關切點都和你有關，比如之前我有一個客戶準備訂貨了，卻為倉庫騰出地方等了幾個月，如果你了解了這個情況，心里就會更加有數了。

最終業務員推敲出來這個郵件，去問客戶：

Dear Stephanie,

Thanks a lot for your interest in our products.

I do not mean to push you, just try to understand a little more about your situation.

When you say "Yes, we liked your products very much and will contact you, once we have the order for you.", do you mean you are interested to add our products into your line, yet right now It is still not on your schedule?

What stops you from setting a trial order now? Are there any concerns?

I would very much appreciate your reply, so we will know how we can help you more.

Best regards,

Vicki

銷售水準的差異就在于你能否通過問題或者線索，準確有效地找到客戶的關切點?？蛻粲行枨?，但他不會明確告訴你。

案例5

Dear Judy

Forthe quality and finish of the bags I am sorry but the price are too high. Mytarget prices of 8-11 USD are based after including hardware and packingdetails.

I don’t believe we can work together.

DearJudy

The problem is thebags are already not what we would work with so I needto make many changes toimprove and then the price will not work.

Thanks

業務員的郵件：

Dear Anandie,

Thank you for your prompt feedback.

Could you please let us know the styles that you will make the changes?

Then we will check with our cost deptand see whether we can meet your price range.Thanks.

Well, we also have our customers, which prices were also in your price range.And we still keep the cooperation till now.

So I mean we can meet your price rangeand we really want to cooperate with you. Thanks.

Looking forward to your reply.

Best Regards,

Judy

業務員問客人需要做什么改動？然后向成本部確認下看能不能做，然后告訴客戶我們有其它的客人也在這個價格范圍之內，所以他們的價格范圍我們可以做，而且我們也很想跟你們合作。

客戶給的反饋，其實是3層含義：

1. 你的quality and finish目前達不到我的要求

2. 如果你達到我的要求，你的價格就不行了

3. 要讓你達到我的要求還是有點麻煩的，如果不是有利可圖，我可不想費這個事

業務員一直沒有關注客戶發出的第一個信號，就是質量還沒有能滿足客戶的要求，一直把目光放在價格談判上，所以客戶收到業務員的郵件后自然不會再愿意回復。

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