如何抓住买家--询盘回复及跟进技巧

Amy

我们已经及时回复了买家询盘，但似乎总是“石沉大海”：相信这是众多外贸人员常遇到的状况。这是为什么呢?是邮件内容太多无针对性?内容太少买家没兴趣?还是我们的英语水平需要再提高?客观言说：以上揣测都可能会影响到但只是片面的影响，当下电子商务运用日渐广泛深入，买家通过给出的平台寻找感兴趣的中国供应商时，往往不会只针对一家厂商发送询盘，如何才能积极跟进初次询盘促成订单，让我们在完成初步的询盘筛选后一同来关注询盘跟进技巧.
　　一、询盘为泛问所有产品
　　内容大多如下：
　　We are interested in all your products, could you please send us more information and samples about your products and price list?
　　回复可参考如下：
　　Dear Sir/ Madam,
　　Thanks for your inquiry at Alibaba.com.
　　We are professional supplier for XX(产品名) at competitive price, located in XX(公司地址). By now our products have been exported to XX(出口国别或地区). Here is the attachment with some pictures & price of our products that may suit your market requirements. Also you’re welcome to check our website(xxx) for more details and select your interested products.
　　We’re sincerely looking forward to developing business with you, If any comments, we would be glad to discuss in details through MSN：XXX mails or any way you like. (附件内容可挑选一些公司主打产品或通过搜索初略客户市场需求后可推荐的产品类型)
　　泛泛咨询时，往往真实购买意图一般，除非其正好需要/感兴趣您现在的产品或您挑选出的主打产品。对能给予继续回复的买家应继续重点追踪，未回复的买家可在转发首次回复邮件基础上询问买家是否有收悉X月X日的回复。
　　二、询盘为针对公司具体产品发的询价
　　此类询盘价目标性较强，真实有效性较高，需重点跟进。倘若已据询盘内容做出了具体回复，并报了价格，但买家没有再回邮件，可发以下邮件提醒：
　　Dear Sir/ Madam,
　　Several days no news from you and sincerely may all go well.
　　Now I am writing for reminding you about our offer for XXX(品名) dated on XXX as reply to your inquiry from Alibaba.com Have you got (or checked) the prices or not? Any comments by return will be much appreciated. It will be our big pleasure if we have opportunities to be on service of you in near future.
　　Looking forward to your prompt response.
　　(最好把第一次发给客户的邮件内容和客户最初的询盘附在邮件下方以提醒买家。简便方法：可直接转发第一封回复邮件。收件人写明买家的Email.)
　　若过段时间，买家还是没有回复邮件，建议可再发如下类似邮件再次追踪：
　　Dear Sir/ Madam,
　　How are you? Hope everything is ok with you all along.
　　Now I am emailing you to keep in touch for further business. If any new inquiry, you’re welcome to reach us here and I will try my best to satisfy you well with competitive price as request.
　　By the way, how about your order (or business) with item XXX? If still pending, I would like to offer our latest price to promote an opportunity to cooperate with each other.
　　如果连续三封邮件发出去之后买家仍然无动于衷，基本证明买家可能对您产品/价格不感兴趣或者由于其他原因暂时不需要您的产品，可暂时搁置，将时间用在继续寻找新的目标客户上。当然也有很多非常好的买家会被您的毅力感动，回复告诉您一些关于产品进展的情况。我们千万不可急于求成，应仔细分析家客户的提示有针对性得去保持追踪。
　　以下为几种经常收到的买家回复：
　　1.客户收到跟进邮件后，如暂时对提供的产品无需求的话，他/她一般都会说以后联系，说明以后还是有机会的，这个时候一定要有耐心：
　　Dear，
　　I’m doing fine, thanks for your information.
　　I’m still in the planning of building my new office, due to the work constrain I decided to delay it first.
　　Anyway I will contact you once I decided. Thanks!
　　2.收邮件的人不是公司决策者
　　Dear，
　　Thank you! I received your email and I sent it to our outsourcing manager. He didn’t tell me anything just now.
　　I will contact you soon once got any news.
　　3.告诉您不及时回复邮件的原因
　　Dear，
　　I receive more than 10 offers every day and it will take me some times to look into each and every offers. I will contact you in the future if you are in our selection of companies. Many thanks for your co-operation.
　　跟进技巧：这类客户建议可通过发新产品介绍或者新报价的方式来保持联系，相信时间久了成为您客户的能性还是比较大的。至少让买家对您留有印象，即使暂时不需要您的产品，日后有需要的时候也会首先可想到您。
　　4.可能暂时不需要您的产品，但会问其他产品或者详细咨询一些与产品相关的问题，如：
　　Dear，
　　Sorry for delay in my reply.
　　I have been so busy searching through all the mails, concerning the item of XX(产品). May I ask you, where you purchase XXX(可能是产品相关行业的其他产品或产品的材料部件). Currently We’re interested in this subject.
　　In the coming days, I will reply concerning some samples.
　　跟进技巧：这样的客户就要根据公司的实际情况来回复了，建议不管能否帮得上忙都能给些回复和建议，暂时不能成为客户也可以先做朋友嘛，至少他问的是与您产品相关的问题，中国有句俗话“多个朋友多条财路”，特别是生意上的朋友!
　　5.想借机刺探军情的
　　Dear,
　　Sorry for the late reply. I will get back with you later.
　　I am very busy at the moment. If you have US customer as reference, that would help a lot. I am not here to steal information. We use reference in US to generate trust, just like you have “connections” (friends) among Chinese.
　　跟进技巧：应对这样的买家，如果公司在US地区有关系较好，规模较大的老客户，不妨挑选两个介绍给他/她，这样很能显示您的实力。但回复之前还是应根据公司具体产品在这个地区的推广情况来做妥当回复，站在买家立场多思考其询问的真正目的，考虑已在合作的客户公司是否愿意您将其公司名称透露，因为同一区域的多个采购上不可避免将存在竞争。一般简单告知公司名称即可，谨慎透露对方联系方式。如果在US地区没有客户，可以多介绍一些其他国家的客户来显示公司实力，同时向买家暗示我们在US地区还没有合作伙伴，如果您和我合作，将会帮助您开发整个US市场。
　　6.讨价还价
　　Dear,
　　Thanks for your reply, I have received your quote and I am currently looking through all of the quotations that I have received. Currently your prices aren’t the best but your products are very good. If you could make your prices more competitive I am sure we would be putting an order in with you very soon.
　　跟进技巧：可根据具体价格情况回复客户，或通过询问客户所在区域和订单量大小来做可能范围内的让步。
　　综上，对于有效询盘，我们一定要保持跟进。买家每天都会收到很多Offer，如果不恰当跟进，买家很有可能会忽略我们。跟进过程中，更重要的是细细体会各种可能的原因，积极采取相应措施，激发、把握买家购买意图，达成合作。
　　Tips: 跟进邮件的发送时间宜选择在星期二到星期五期间。星期六、星期日最好不要进行这样的跟进邮件(特别是主动的业务开发邮件)，因为星期一上班后，客户的邮箱里往往会充满了需要处理的工作邮件，人们常常会没有时间或耐心仔细阅读此类业务开发邮件，而丧失机会。