快停止这样的开发信,来看看老鸟的写作技巧

2022-05-12 14:43:11发布 135次浏览
很多的外贸朋友都有这样的疑惑,明明自己看过很多的开发信模板,但仍然写不出高回复率的开发信。以下是我一个外贸朋友的具体案例,通过这个案例来看一下她开发信的问题。希望能对大家有所启发。


 
Aimy是一家洋葱出口的业务员,最近通过海关数据找到了一个目标客户,下面是她写给客户的开发信:
 
Dear Purchase Manager,
 
Glad to know you as one of the leading importer for dried vegetables.
 
We, XXX International Trade Co., Ltd is one of the leading supplier for spices and dried vegetable . Our main products include ginger, dehydrated garlic, onion, horseradish ,carrots, potatoes, red/green paprika, chives, celery, cabbage and etc.
 
Our products are mainly exported to USA, Japan ,Europe, Russia , South America, Middle East and South east Asia etc. Our factory has passed ISO9001:2008, HACCP,HALAL ,KOSHER and FDA certification .
 
Please check the ginger and the other items you may interested :
 
Ginger:
 
Grade A : USD4500.00/MT FOB Ningbo
 
Grade B : USD 3800.00/MT FOB Ningbo
 
Dehydrated Garlic Granules :
 
Size 8/16mesh: USD5750.00/MT FOB Ningbo
 
Size 26/40mesh : USD5800.00/MT FOB Ningbo
 
Dehydrated Garlic Flakes :
 
Thickness 1.0-1.5mm : USD5900.00/MT FOB Ningbo
 
Remarks :
 
1) Price will be adjusted when exchange rate fluctuates more than 3% (based on USD:RMB=1:6.72)
 
2)Validity for this offer is one week .
 
Best regards,
 
Aimy
 
上面这封开发信很明显存在以下几个问题:
1、文章过长。虽然开发信的长短没有限制,但在内容讲清楚的情况下,开发信越短越好。上文不但长,并且全文没有亮点。

2、文章内容里并没有告诉客户是谁联系的他。一封开发信中你的名字有时比你公司的名字还要重要。只有让客户知道你是谁,才能在后续跟进中,让客户对你这个名字慢慢加深印象。从而对你们产品产生印象。

3、如果你不知道客户市场具体的要求,千万不要在正文中过多的展示各类资质证书。我们只需要在正文中简单体现即可,具体证书,等客户询问需要时再对他们提供。

4、不建议在开发信正文中直接报价。如果直接报价,客户很可能会拿着你们的产品价格与其他供应商进行对比,一旦你们的产品没优势,客户会直接pass掉。另外在报价时尽量采用FOB China 而不是具体的港口,避免客户对比价格。

5、报价有效期太短。如果客户放假回来,才看到你这封邮件,发现报价已经过了有效期,那就意味着你这封开发信已经失去意义。客户难道还要再问你要一封新的报价吗?


 
修改后的开发信如下:
Hello Purchasing Manager
 
My name is Aimy from XXX China and I hope this email is to your satisfaction.
 
As a leading manufacturer of various condiments and dried vegetables, we have exported garlic, ginger, carrots, cabbage, etc. all over the world.
 
With over 10 years of experience in this field and with certified qualifications such as FDA, ISO and extremely high standards, this allows us to remain very competitive in the current market.
 
We use standard export refrigerated containers to guarantee the freshness of the products offered. More photos and information can be updated upon receipt of your response.
 
Any inquiries or requests will receive our prompt attention.
 
Best regards.
 
Aimy
 
作为生鲜食品,外贸运输中食品的质量是优先考虑的。因为这类的产品在运输途中很容易造成损耗,如发芽、破损等。如果你注意到了这点,并在开发信中加上了这类的细节,客户很可能会因此而被打动。这就是客户的痛点。
 
开发信其实就是一个找客户痛点的过程,为什么别人的开发信能开发到客户,而你的开发信却连回复的都寥寥无几,关键在于能否抓到客户的痛点。如果能抓到客户的痛点并体现在开发信和后续跟进邮件中,我相信你的回复率会得到相应改善。
 

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