20天搞定展会新客户—我外贸工作以来最为顺利的一个案例

coco

较短的时间内搞定一个新客户的成就感是不言而喻的，就拿这个葡萄牙的客户来说吧：

2010年10月份在亚洲国际博览观参加电子展认识的，当时只留给我一个名片，说要CAT6，其他什么都没说就走了。

从展会回来，我就挨个跟进，下面是我的第一封邮件：

________________________________________
发件人： Derron Shun
发送时间： 2010-10-21  16:28:11
收件人： f
抄送：
主题： Cat6 quotation from Risun Cable Factory

Dear Franxx Rxxx,

Glad to meet you at Asia-world Expo. Wish you happy every day.

I list the UTP Cat6 cable FOB Shanghai price for you:
4x2x0.56CU, HDPE, PVC JKT.: USDxx/305M
4x2x0.56CU, HDPE, LSOH JKT.: USDxx/305M
Packing: 305M/pull box, 2boxes/CTN.

Commercial terms:
Payment terms: 30%T/T in advance, balance T/T upon B/L copy or L/C at sight.
Delivery time: 2~3 weeks after the advanced payment.

If this is your first time importing from China, CIF or other terms that is convenient for you is advised. Please feel free to contact us if you need further information.

All my best,
Derron Shun
________________________________________
Company name
TEL:0086-571
FAX:0086-571
Mobile:0086 139
URL:http
Add:XXXX , China. Zip:311301
 Save a tree, please don't print this e-mail unless you really need to.   

客户没有立即回复我，因为刚从展会回去，需要休息，所以这要耐心的等待，我隔段时间就继续跟进，终于回复我了：

________________________________________
发件人： FRANxxx Rxxx
发送时间： 2010-11-16  19:01:26
收件人： 'Derron Shun'
抄送：
主题： RE: [!! SPAM] Cat6 quotation from
Dear Derron :

Sorry for my late reply

Yes, I checked and they are expensive

I ordered xxxx before I went to China at a price of xx USD per box

Anyway when I have my next order I will ask you for quotation

Best Regards

Franxx Rxx
Company name

Email

tlf :  
fax:

tlm :

www.

从这个邮件你可以看出，客户之前有从中国进口过产品，价格也跟我说了，很实诚的一人，很礼貌，很绅士，给我留的一个最深刻的印象。

从此就慢慢地跟进中，在二月份过年回来，我又跟他联系几次，都是固定的模板，终于他有了订单，在五月份的时候联系了我

________________________________________
From: FRANxx Rxx
Sent: 2011-05-11  19:08:05
To: 'Derron Shun'
Subject: quotation

Dear Derron :

In terms of xxxx cable, CCA, do you have experience on that?

We need to find a good supplier for this cable, but that passes Fluke tests for 90 meters

Please send me price if you can

Best Regards

Franxx
Company name  

这封邮件极其的简单，重点有两点：CCA 和90M， 我就在这两点上面做文章了，他是东一区，而我在中午十点中的时候发送过去的，下次不要这么做了，要在快下班的时候把邮件发送过去：

From: Derron Shun  
Sent: quinta-feira, 12 de Maio de 2011 03:16
To: FRANxx Rxx
Subject: Re: quotation

Dear Franxx,

I am glad to receive your email again.

Yes, we are talent in producing UTP Cat.6 pure copper, and CCA for customers' competitive market.

We have been in mass production of UTP Cat.6 0.57CCA network cable, which can pass fluke test channel 90meters, and 0.60CCA channel 100meters by 3% random sampling. Attached are cable test reports for your information.

Conductor of Copper Clad Aluminum (CCA) is 10%~15% copper by volume ratio, 40% by mass ratio, and the conductivity is 60% compared with copper.

Hereby is the cable price calculated as per today's SMM price:

4*2*0.57CCA+1.01HDPE+Filler+ripcord+6.1PVC FOB Shanghai $XX/305m

4*2*0.60CCA+1.04HDPE+Filler+ripcord+6.1PVC FOB Shanghai $XX/305m

If you want CIF Porto or Lisbon, we will refresh price.

Packing: 305m/pull box, 2boxes/carton. 20'GP can hold about 600boxes.

Sample available in stock, will send if require.

By the way: will you be Hong Kong fair this October?  We can have further talk there, or you are welcome to visit factory if you have time.

Possibly we are just the right qualified supplier you are looking for. Await your pleasant reply shortly.

Best regards,

Derron Shun

________________________________________Company name
TEL:0086-571
FAX:0086-571
Mobile:0086 139
URL:http
Add:XXXX Hangzhou, China. Zip:311301
 Save a tree, please don't print this e-mail unless you really need to.   

他看到我的邮件非常高兴，说信息量很丰富，所以我就有感觉了，这个客户要求效率很高，下面是他的回复，要样品了：

From: FRANxx Rxxx
Sent: 2011-05-12  19:01:30
To: derron
CC:
Subject: RE: quotation
Dear Derron :

Thanks for your email , with a lot of information`s ; I plan to go to HK this October , although not 100% sure

I have been there for the last 3 years

I would like to receive very quickly a sample with 90 meters of 0,6 CCA cable

Please send me price of this cable but LSZH instead of PVC

When can you send it ?

Our TNT account can be used

Our address :

XXXXXX

Waiting for your reply

Best Regards

Franxxx

这里面请大家注意了有个东西很重要是什么? Very quickly of sample, 又问了when can you send it? 由此不难判断出这个客户有订单，而且要求很快下来，并且主动提供TNT给我，真心实意做生意的， 但是有一个问题大家有没有发现是什么？没有TNT账号，没法寄送，我立即做的是去工厂找样品，一边要账号， 因为5月13号是星期六，又要耽搁两天。

From: Derron
Sent: sexta-feira, 13 de Maio de 2011 07:15
To: FRANxx Rxxx
Subject: Cat6 CCA sample

Dear Franxxx,

In the process of removal to new factory, new machines installation, and warehouse reset. UTP CAT.6  0.60CCA not found, but 0.57CCA PVC(CM) jacket. I have packed 100mters. and few meters of Cat.6 made of LSZH will attached.

By your fluke tester, 0.57CCA can pass 90 meters, surefire can 0.60CCA.

Or we re-make sample of 0.60CCA, LSZH for free,  Using your TNT sending, but it takes some time.  

We await your choice soon to do next.

Best regards,

Derron Shun

从工厂找的结果是只有0.57，没有0.60的，让他选择，下面把他真实的想法告诉我们了：

From: FRANxx Rxxx  
Sent: sexta-feira, 13 de Maio de 2011 12:25
To: '[email protected]'
Subject: RE: Cat6 CCA sample

Dear Derron :

Thanks for your information

Yes , then please send me the 0,57 mm cable , immediately , my decision must be made very quickly as I am loosing market

I need to choose my supplier in about 10 days maximum

Best Regards

Franxxxx

原来他的市场情况不容他多等了，那么我要立即寄送了，在这里我犯了一个错误，就是没有要到他的TNT账号，接下来邮件就是解决这个问题：


From: Derron
Sent: sábado, 14 de Maio de 2011 03:37
To: xxxxt
Subject: TNT account
Hello Franxx,
TNT is out of service during weekend in our city, so sample will be sent on next Monday with no delay. Will let you know the waybill No. then.
By the way, please provide us your TNT account No. And telephone  for eazy contacting upon arrival.
Best regards,
Derron Shun
这个是我在周六家里回复的客户内容，客户告诉了我：

________________________________________
From: FRANxxx Rxxx
Sent: 2011-05-16  17:09:17
To: 'Derron '
Subject: RE: TNT account
Hi :

Our TNT account is xxxx

Best Regards

Franxxx

看看时间你就可以发现客户也是周末不上班的，双休，我怕搞错了寄件地址，就再次确认下：

From: Derron
Sent: segunda-feira, 16 de Maio de 2011 06:01
To: FRANxx Rxxx
Subject: TNT account No

Dear Franxxx,

It is our emergent case, please offer TNT account No for sending. Or you book TNT sending in Portugal. Will send to:

xxxxxx

By the way: your postcode, Is it 4250-009? Generally postcode has six numbers.

Await account No. and confirmation shortly.

Best regards,

Derron Shun

________________________________________
From: FRANxxxx Rxxxx
Sent: 2011-05-16  17:19:52
To: derron
CC:
Subject: RE: TNT account No
Our account number is xxxxx

Our adress in Portuguese language

Xxxx

The code is xxxxx

Best Regards

Franxxx

好了，可以寄送样品了。

________________________________________
From: Derron
Sent: 2011-05-16  17:28:33
To: FRANxxx Rxx
CC:
Subject: Re: RE: TNT account No
Dear Franxxx,

Thank you for the information:

Will sent with no delay. Please let us know the evaluation result in due course after arrival.

Best regards,

Derron Shun

接下来的一段时间就是我等待的时间。

5月20号样品寄到，我就赶紧发个邮件过去问候一下：

From: Derron
Sent: sexta-feira, 20 de Maio de 2011 02:51
To: FRANxx RIxxx
Subject: comments to the sample

Dear Fraxxx,

Have you ever got the sample?

The outer jacket has some stains because of long time in stock and wiping out customer's information with chemicals before sending.

We await your valuable comments to the sample shortly.

Best regards,

Derron Shun

客户当天回复了我，对样品满意，很好，In case of order 我想客户已经决定把订单给我了，很开心，这个客户实诚吧，把正在等的其他供应商的样品，之后做决定，所以我要下决定了：

________________________________________
From: FRANxx Rxxx
Sent: 2011-05-21  01:14:58
To: derron
Subject: RE: comments to the sample
Dear Derron :

We tested the cable , it is ok for 90 meters

In case of order , I do hope you keep quality as it vital that passes Fluke test in Permanent link

I am waiting 2 other samples for another companies to make my decision

Anyway , Please send me price for LSZH , 0,57 mm  CCA

I mean the same cable you sent , but LSZH instead of PVC

Have a nice weekend

Franxxx

PS :  Do you manufacturer coaxial cable ?


这里面有一点非常重要的就是，PS，看到没有，问我有没有同轴电缆卖的？我想客户这次采购一定有这个线，我要在这一点上大做文章，还有一点就是90m链路测试，下面是我的回复

From: Derron
Sent: segunda-feira, 23 de Maio de 2011 07:27
To: FRANxx Rxxx
Subject: UTP CAT.6 LSZH firm quotation

Dear Franxx,

Thank you very much for your email. Wish you had a terrific weekend too.

Let me state what we are thinking:

If you are willing to cooperate with us for the long run, we would like to offer you the same privilege as our US customer in regard of UTP Cat.6 CCA cable. We adjust the price every three months for him. Hereby we offer you firm quotation as below:

1.UTP CAT.6 4*2*0.57CCA+1.01HDPE+filler+ripcord+6.1LSZH FOB Shanghai/Ningbo $xx/305m

2.UTP CAT.6 4*2*0.60CCA+1.04HDPE+filler+ripcord+6.1LSZH FOB Shanghai/Ningbo $xx/305m

Packing: 305m/pullbox, 2boxes/carton, 20'GP can hold 650pullboxes.

Payment terms: we prefer some amount prepayment, like30%, rest T/T upon presenting B/L copy or irrevocable L/C at sight as you wish.

Delivery time: 15~20workdays after prepayment. We have settled down removal of new factory this May and production lines added double. Yet, will be a little busy at the beginning because orders heap up.

And the color printed pull box is included  in contract value. As you will see in the attachment. Generally we use attached pull box, But I don't know how is your box designed, thereby no idea of the box price. Do you have one at hand to show me?

As to the Channel and Permanent Link test, It is surefire that cable will past Channel test if Permanent Link test can in Cat5e cabling systems, but not the same story in Cat.6 cabling system. If equipment cord and work area cord be the bottleneck, then Channel will not pass, even though Permanent Link test can. So it is advisable to adopt Channel model test when project acceptance check. Attached you will find the pictures.

Attached you will also find the 0.60CCA Permanent Link 90m fluke test reports from previous order random sampling.

We can understand you are in a dilemma of choosing the appropriate supplier. Your market forces you to find a supplier with competitive price, and guaranteed quality. There are some arguments I list for your better choice.

1.Price, It is a key factor for you to choose, if you purchase the cable we are in mass production now, like UTP Cat.6 0.57CCA, or 0.60CCA,and your purchase frequency and quantity are favorable. we will offer marginal profitable price. It is the long terms business relations we are seeking, not temporarily.

2. Quality, price isn't everything. As we have beening experienced in manufacturing these cables for years, we know which cable can pass fluke test well Permanent Link 90meters, and produce accordingly. And the warranty is as long as 10 years.

3. Copper rates (though CCA has not as much influence as CU on the cable cost). As you can see, the copper rates is going up all the way from last July RMB50, 000/ton to RMB75, 000ton this February at SMM. And it has gone down afterwards, but not stably decreased. But from the trend, it is to your interests to make up mind soon.

I hope above information may be helpful for you to choose, in other words, to choose Hangzhou Risun Cable factory. And we keep our price valid within three days subjecting to the raw material prices vary not greatly.

Yes, we also supplier coaxial cable, like RG series to Spain, Germany and Czech Republic. Any enquiries are favorable to us.

We are looking forwards to your pleasant decision in due course.

Best regards,

Derron Shun

可谓晓之以理动之以情啊，这个我花了近两个小时完成的，很卖力是吧，必须的， 果然不出所料，他要同轴电缆：

________________________________________
From: FRANxx Rxxx
Sent: 2011-05-24  01:09:58
To: derron
Subject: FW: UTP CAT.6 LSZH firm quotation
Dear Derron :

Please inform me price for this coaxial cables

RG6 cable   alternative 1   :    1.02mmCCS (110 ohm)+4.57mm Foamed PE + Bonded AL tape + 16x5x0.12mm AL wire(55%)+6.90mm PVC

RG6 cable  alternative 2    :    1.02CCS+4.57F.PE+B.AL+16x6x0.12AL(70%)+6.9PVC

Price in coils with 100 meters and in boxes with 305 meters

The attenuation of this cables should be

5 Mhz –1,80 dB
60 Mhz – 5,08
90 Mhz – 5,90
750 Mhz – 17,94
862 Mhz – 18,90
950 Mhz – 20,50
2150 Mhz – 31,46

RG 59     :     0.58CCS+3.7S.PE+16x7x0.12BC(90%)+6.1PVC      in drum with 500 meters

RG6 cable  pure copper     :   1.13Cu+4.8F.PE+APA+16x8x0.12AL(75%)+6.8PVC

The attenuation of this cables should be

5 Mhz –1,50 dB
60 Mhz – 4,70
90 Mhz – 5,80
750 Mhz – 16,10
862 Mhz – 17,10
950 Mhz – 20,50
2150 Mhz – 31,46

Please try to quote me tomorrow as I need to take decision`s also in coaxial cables

Best Regards

Franxxx

不要看客户写了这么多，其实呢都是copy的，好了，我要报同轴价格了，我是知道我们外贸公司在这方面价格是不行的，所以我要把价格稍微降低一些。

From: Derron
Sent: 2011-05-24  16:05:57
To: FRANxxx RIxxx
CC:
Subject: coaxial cable firm quotation
Dear Franxxx,

It is nice to receive your enquiry of coaxial cable.

Enclosed you will find the cable price list in Excel table in accordance with intraday SMM copper rates.

Prices offered is base price, If some you need to modulate to correspond your market, we will re-consider attentively.

CCS conductor cable are all as 110 Ohm, the cable conductivity can be calculated by formula (0.0172Ω•mm2/m)/110Ω*(1.02/2)mm)2*3.14/305m(or 100m).

In the price list you will also find the cable weight for your better schedule purchase quantity, cable should not overweight of 20 ton per container. The weight is estimated by the density of raw material, more or less shall be remissible.

Also I attached the RG6 cable technical parameter for your information; the attenuation is somewhat different from the attached

Wish you do business happily and profitably with our Chinese People.

We await your choice and further enquiry.

Best regards,

Derron Shun

我把价格放在附件里，里面有规格，包装，体积，重量，价格。很详细，客户一看就明白，这都是我工作的结果，花了很大的心血。

过了一天客户没有回复我，我心里发急了，这时我想客户应该在和他老供应商斡旋，我隔天又发邮件询问情况：

5月26日下午两点半

Dear Franxxx,

Today I notice with concern:

•        The SMM Cu price goes up again. It is RMB70250-70350/ton, you can see the link , at the eighth line is Oxygen Free Copper(as standard >=99.95% purity)

•        Exchange rate is 647.45, you can see the link at , So you will find RMB is stronger than before, it was 682 RMB/USD last June, 5% increased, and It is predicted by economists that it would be around 642 at the end of the year.

Those are the reasons why we can't keep prices valid for long.

By the way, Mr. Franxxxx, we would like to recommend UTP Cat.5e 0.56CCA if you are interested in. The price is around FOB $xx/305m, both channel and link pass well. On June 2th, will deliver to Poland a container.

Any things that we can do to further dispel misgivings and build confidence to our products. We are always at your disposal.

Let us have your reply soon.

Yours sincerely,

Derron Shun

同时我又跟他介绍了我们公司新出的产品超五类线，这个客户到30号都没有回复我，我心里有点焦急了，30号我又发了封邮件过去：

From: Derron
Sent: segunda-feira, 30 de Maio de 2011 10:37
To: FRANxx Rxxx
Subject: Re: Re: cable firm quotation

Dear Franxxx,

How are you doing recently?

If order still pending, we may think to reduce price 0.37%  in regard of coaxial cable as an icebreaker for continued cooperation with no looking back on.

UTP Cat6 cable price is already bottom price, has no room to decrease.

Await your reply shortly.

Very trully yours,

Derron Shun

我要给他降价了，因为我知道我们外贸公司采购的同轴电缆的价格是没有竞争力的，所以我说同轴线可以降价，但是网络线我们没有降价的空间，他终于回复我了，而且把他的目标价格都给我了（当然了，他的价格不会像某些国际客户那么离谱），也就是说，订单敲定了，下面是他给我的邮件：

From: FRANxxx Rxxx
Sent: 2011-05-30  19:49:56
To: derron
Subject: RE: Re:cable firm quotation
Dear Derron :

I am willing to make the first order , of a 40feet container , of both CCA cat6 and coaxial cable

My order would be

0,6 CCA  PVC  boxes 305 mtrs     170 kms        I accept your price
0,6 CCA LSZH  boxes 305 mtrs      60 kms        I accept your price

RG6 100 mtr      price must be   0,xxx / mtr      60 kms        
RG6 305 mtrs   price must be    0,xxx / mtr      60 kms


RG 59      I can accept your price       30 kms

Please note that all cables must come in boxes with our design

So tell me if you can do the demanding prices and if yes , please send me the PI

Please note that CCA must have good quality and pass Fluke test in Permanent link , 90 meters

I want a full 40 feet container so you can increase the CCA cable if it is necessary to fill the container


Best Regards

Franxxx

很高兴的是他竟然给我一个四十尺柜的，但是我有一点没有做好的，为何不算一个40尺高柜的呢，他也没说是平柜还是高柜。现在想来有点遗憾的……好了，我要给他形式发票让他寄钱过来了。

From: Derron Shun [mailto:derron]
Sent: terça-feira, 31 de Maio de 2011 10:26
To: FRANxxx
Subject: Proforma Invoice NHPI11-0139

Dear Franxxx,

Thank you very much for your interest in doing business with Risun Cable.

Attached you will find the PI in accordance with your demand price and quantity of 40'GP.

We confirm that cable boxes come from your design.

As you emphasize on the Permanent Link test 90m times, we know it do matters to you. And we are positive to get you satisfied with quality.

In the Packing table, you will find the quantity of cables in details. And please note that for easy packing, the RG6 305m packing cable is 11.2Km gap from your purchase schedule. If it matters to you?...

Should you have any questions, feel free to contact Derron anytime, I am always at your disposal.

We await your confirmation to get busy for mass production.

Very trully yours,

Derron Shun

接下来就是具体的业务问题了，就说到这里了吧，谢谢大家捧场。