如何跟进分析潜在客户?8个外贸客户开发信英文模板

2021-02-05|431次阅读|开发技巧

我们都知道,我们都没有办法保证一个询盘是否会成功下单购买我们的产品,那么开始我们和这个客户建立联系有多困难。我们通过海关数据,花费了大量时间,建立了客户资料库,通过电子邮件和采购商发开发信,建立了联系。

有人开始和你联系了,你积极的回复了询盘问题的信息,你认为你解决了他的问题,接下来该下单了。然而却没有回复了,不管你发什么信息都不回了,这就是潜在客户的感觉。如果你使用的过时的销售策略会让询盘的买家发疯。

我们知道,潜在客户看似令人望而却步,但是至少可以说,曾经他联系你时发的一连串的询盘信息和电子邮件就能够说明他对你的产品是有需求的。所以,我们要进一步的了解他的真正需求是什么,得到客户的信任与支持。

潜在客户开发信

潜在客户开发信是外贸人发送给潜在客户或“潜在客户”的自我推广邮件,以介绍外贸人自己,外贸人公司的业务以及如何帮助潜在客户找到合适的产品。潜在客户开发信的目标是引导出潜在客户的想要什么样的价值或利益,并通过电话,视频或亲自见面以进一步分析潜在客户的真正需求。
              
如果我们将开发信发送给从未和外贸人进行询盘交流的收件人,那么我们这一封开发信大多数都石沉大海了,可以把这种电子邮件称为“冷电子邮件”。尽管有时不可避免会发送一些冷邮件,但是我们应该以某种方式向和你询盘互动的客户或和你公司业务有需求的采购商发送开发信。 
 

潜在客户开发信

这可能包括你向询盘客户介绍,在向他们发送开发信之前,在社交媒体上或LinkedIn上与你的潜在客户进行互动过,或将他们的工作和业务公告作为建立联系的原因。

以下是外贸人与优质潜在客户发送电子邮件建立的一些关键要素。

电子邮件开发外贸客户的三个要素

电子邮件开发模板都需要包含以下内容:

1.联系客户的理由
这个应该是检查你自己的方式。发送开发信联系潜在客户的理由是否让他信服呢?他们是合适的买家角色吗?他们与你过去成交案例的客户是否有相似的地方,你能为客户提供什么价值,如果没有,请先不要联系。

2.立即联系的理由
与判断是否合适买家同样重要的是,你的公司是否有某些产品会迫使他们购买。如果没有紧迫感(这可能以业务上产品急缺的痛苦,突发事件或内部计划等形式出现),则没有理由购买。因此,不仅要寻找适合你公司业务销售垂直的行业和公司。你现在有充分的理由立即联系他吗?

3.发送有价值的邮件
销售过程中我们与客户联系的每个接触点,都应该推动销售的过程去向前发展。流程推进的速度取决于和客户联系的潜在客户阶段,但你不应该只发送一封 “只是在客户那里签到的电子邮件”,我们发的这一封电子邮件要给客户提供有价值的信息。相反,在客户回复邮件之前,我们要确保我们发给客户的电子邮件是有用的。

你还在为使用邮件开发不出来客户的问题纠结吗?这里有几个电子邮件开发客户模板(每个模板都对应一个适当与客户建立联系的理由)你可以参考一下。

1.参考采购商公司公告
congrats! have you thought about [business value]?
Hey [first name],
Because I work so much with [your targeted industry], I constantly follow industry news. I’ve noticed that you recently [company action]. Congrats!
Usually when that happens, [business value] becomes a priority. That’s why I thought you might be interested in finding out how we helped [similar company] get going quickly in their new direction – without any of the typical glitches.
If you’d like to learn more, let’s set up a quick call. How does [specific day and time] look on your calendar?
Regards,
[Your name]

2.参考其它相关公司的公告
your announcement this week
[First name],
Your latest announcement this week about [news] got me thinking.
I found an article on [related topic] that may be useful to you as your company progresses.
Here’s the link to read it: [article link]
Are you currently working on improving [related business value]? I have some more insight to share that could be valuable.
Hope you find this article helpful.
Best,
[Your name]

3.客户联系介绍
[mutual connection] recommended we get in touch
Hi [first name],
[Mutual connection] recommended we get in touch. I work with [him/her] for a company called [company name] that does [X, Y, and Z].
In thinking about your role at [company}, I thought there might be a great fit for your
group.
Our [product name] has been been extremely well-received in the marketplace and I think it’s something that might be helpful for you!
Does this sound aligned with your current priorities?
Best,
[Your name]

4.提供有用的建议
can we help you achieve [goal] too?
Hi [first name],
In working with other [job title]s, one of the key issues they’re struggling with is [key issue].
This past year we helped numerous companies to [business driver], resulting [money saved, revenue added, productivity increases].
A strategy we’ve seen a lot of success with is [key strategy]. Based on what I know about your business, here are a few ways you could put that strategy into action:
[Tip 1]
[Tip 2]
[Tip 3]
Does that sound similar to past challenges you’ve faced? I have some ideas that might help.
All the best,
[Your name]

5.回应社交媒体的帖子,提出建议
Ideas for [business value]
Hey [first name],
I saw that you recently posted a question on LinkedIn about how to achieve [business value] for your company.
How, if at all, would you like to improve your strategy? I’ve found that [solution] has been successful for others. Here’s a few examples of what other companies I’ve worked with in the past have done that might be helpful to you:
[Tip 1]
[Tip 2]
[Tip 3]
Have you tried any of these strategies in the past? I have some more ideas for how we can help.
Best,
[Your name]

6.称赞他们的工作
Loved your piece on [insert title/publication]
Hello [Prospect name],
I admired your recent piece on [insert topic/title] in [insert publication]. I especially liked your point about [insert salient point from article].
I thought you might appreciate this piece on a similar topic: [insert article with a tie to your product/service].
I'd love to hear your thoughts on the subject.
Regards,
[Your name]

7.参考一个新角色
Congrats on the new role!
Hello [Prospect name],
I saw you took on a new role at [company name] recently. Congratulations!
I bet you're trying to figure out how to make an impressive (and immediate) mark during your first few months in this new position -- and I think I can help.
I've helped companies like yours:
[Insert impressive stat]
[Insert impressive stat]
[Insert impressive stat]
I'd love to tell you more about how I can do the same for you. If this sounds like something you're interested in, feel free to book some time on my calendar: [Insert calendar link]
Regards,
[Your name]

今年的外贸客户开发工作可能很艰难。我们可以发挥自己的想象创新出一种新的开发客户地方法来让它变得简单。
 
邮件

“Why You, Why Now”所有这些电子邮件模板都回答了两个问题。

为什么是你和为什么是现在,让回答这两个问题成为你发送的每一封电子邮件的目标。这里有一个例子,我们将上面说到的内容整合到一个可重复使用的邮件模板中。

在下面,我正在跟进一个我在参加网络活动中遇到的潜在客户,并试图与他进行第二次联系。

Great meeting you at [Event name]
Hello [Prospect name).
It was so great to meet you lest week at [Event name]. I appreciated learning more about your [business pain point) and your goals for the year ahead
I have spoken with a few of my colleagues and have a few Ideas on how [Your business name]can help you
1. (Benefit 1)
2 (Benefit 2)
3 (Benefit 3)
I'd love to tell you a little more about what I have in mind. It you are interested, feel free to book time on my calendar here: (Insert calendar link)
Hope you are soltling back into tho swing of things after a few days out of the office
Regards.
Meg Prater

我们在给潜在客户发送的每一封邮件的主要方向是优先解决潜在目标客户遇到的问题,能为客户提供什么价值,在发送之前首先要想一想“为什么是你,为什么是现在”。
 
(本文为作者原创文章,禁止一切形式的采集、整改、抄袭与转载,如有发现必将走法律途径追究责任。)


咨询热线:021-64033826(周一至周五 9:15-18:00)

关于我们 联系我们 网站协议 隐私政策 招聘信息 广告招募 采购商 供应商 公司报告 行业报告

©2010-2024 外贸邦版权所有|虹梅路2007号远中产业园3期1号楼705室