询盘跟进技巧

很多 外贸 从业人员可能都有这样的经历：及时回复了买家 询盘 ，但似乎总是“石沉大海”，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?

我们可以想象，买家通过Made-in-China.com寻找感兴趣的中国供应商时，往往不会只针对一位会员发送 询盘 ，如何才能让买家继续回复我们?跟进买家，把握 询盘 实战技巧非常重要!

以“Plush Toy毛绒玩具”为例，我们列举了一些询盘跟进实例，供会员朋友们参考!

一、买家询盘为泛问所有产品

询盘格式通常如下：

We are interested in all your products, could you please send us more information and samples about your products and price list?

可参考如下模板回复：

Dear Sir/ Madam,

Thanks for your inquiry at Made-in-China.com.

We are professional supplier for plush toys at competitive price, located in Nanjing City, Jiangsu Province. Here is the attachment with some pictures of our products that may suit your requirements, for more, please check our website, and select the products that you’re interested in.

We have great interest in developing business with you, should you have any inquiries or comments, we would be glad to talk 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)

客户泛泛咨询时，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客户应继续重点追踪，没有回复的客户则可以考虑不必花费大量时间追踪。

二、买家询盘为针对公司具体产品发的询价

此类询价目标性较强，真实有效性较高，需重点跟进。已经根据买家询盘内容做出了具体回复，并同时报了价格，但买家没有再发邮件过来。

建议可发以下类似邮件提醒买家：

Dear Sir/ Madam,Good morning!

For several days no news from you, my friend. Now I am writing for reminding you about our offer for item of XXX dated XXX according to your relative inquiry at Made-in-China.com. Have you got (or checked) the prices or not? Any comments by return will be much appreciated. (可根据客户要求的产品加上自己产品的特色)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.

(可将第一次发给客户的邮件内容附在邮件下方以提醒买家第一次邮件回复内容。)

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 writing for keeping in touch with you for further business. If any new inquiry, welcome here and I will try my best to satisfy you well with competitive prices as per your request.

By the way, how about your order (or business) with item XXX? If still pending, I would like to offer our latest prices 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，我们应暂时搁置，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，而应按照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，如果觉得还没有对我们产品有需求的话，他/她一般都会说以后联系，不管怎样，能让客户回复已经不错了，说明以后还是有机会的：

Dear，

I’m doing fine, thanks for your information

I’m still in the planning of building my new house, 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 my boss. 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可能性还是比较大的。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，

Please excuse the delay in my reply.

I have been so busy searching through all the mails, concerning the plush toys project.　　May I ask you, where you purchase your soft fabric for the toys? We have a customer who is 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，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，或通过询问客户订单量大小来做可能范围内的让步。

总结：

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，市场竞争很激烈，如果我们不跟进，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。

另外，我们建议，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，机会从而也会大打折扣了。