通常，外贸业务员有三大关心的问题：引客上门、留住客人、创造回头。这是一种思维惯性，原因来自于外贸业务员思考问题的角度一般都从“如何找客人”开始。

事实上，“如何找客人”是从销售者的角度看问题，“如何吸引客人上门”才是从客人的角度看。如果你的询盘回复率不到一成，如果你的成交率不到1%，那我觉得你再怎么去找客人都可能很辛苦。大家通常都习惯于“大海捞针法”做业务。然而，这种做法会让你做很多无用功。

我的做法是喜欢按照“修身齐家治国平天下”的顺序：找客人之前一定先想好自己拥有哪些能“让客人找上我”的条件，而且还要想好“让怎样的客人找上我”的问题，如此会更有针对性。

所谓“磨刀不误砍柴工”，“show face”是让“客人找上门”的先决条件，如：网站、参展等。在“show face”时，要让自己与众不同，就需要追求差异化，用不同的方法去Stand Out，否则你就得面对大量的竞争。

低价策略是Stand Out的一种方式，不过这一条路是死胡同。实际上，除了价格差异化，服务也可以做到差异化。我认为，除了价格之外的其他东西，都可以称之为服务，例如产品质量等。

此外，我还会再想多一层，那就是客人的客人也是要关心的。我会针对客人的客人做准备，如此会减少一些被动性，我的直接客人也会更喜欢我，因为我为他多想了一些。

接下来我想通过实际案例来谈谈吸引客人上门的差异化服务。

充分准备写好第一封回信

客人发来的询盘如下：

Hi,

I need a quote for 160000 Magic 8 balls. I'd like a quote for both a custom and standard version.

Thanks,

Brian

既然订单可能很大，就得好好回信，明白告诉客人，我准备得很好。我第一封回信的内容不会太多，但质感及深度要足够，这样才能在众多的竞争者中有所区别。而回信之前，我会先搞清楚这位客人的详细信息，从而确定该客户询盘的真实性，并为回信做准备。

我的回信是：

________________________________________

Hi, Brian,

Thanks for your big quantity inquiry. We know you are big company in the US. Although this is our first touch, we really want to provide you as good services as we can. So far we have more than 3 factories supported on this ball. With the original manufactory of this magic 8 ball in Guangdong China, we can balance the price and quality.

At this time I sent you FOB China prices for your eyes first. If necessary I’ll prepare more information to you again.

我对客户的差异化服务

Included 1 color Logo outside imprint

我对客户的差异化服务

Standard Says

We got totally 1 set of standard sayings for customer’s selection.

Remark: Customers can create your own sayings with the new mold, USD 2,000.00 will be charged for this. The molding schedule is 20 days.

Set-up and films charge: USD 150.00/job

Payment:

Set-up charge: 100% deposit

Custom saying molding charge: 100% deposit

Mass production amount:  

By sea:

T/T 30% as the deposit when the order confirmed, the balance should be paid against the copy of the B/L.

By Air:

Not advice due to liquid in ball.

Please kindly note that payment terms above are for one shipment only. If any partial shipment is needed, please advise us the shipment details for further information.

More detail information is here at “Magic 8 balls” （说明：公司网站上具体产品的链接）.

Hope the information above would help you. If you need local contact or any other questions please feel free to contact us.

Thanks again.

David

我认为表现自己的一封邮件及一个网站，非常重要，如果连这两件事都没有做好，那实在是算不上做好准备了。你下的功夫客人是很容易看出来的，这也体现出一种良好的服务意识。如果你做到了这一点，你对客人的第一次服务就可能产生差异化，让客人“眼睛一亮”。

从“客人的客人”角度想事情

客人的回复如下：

Thanks David,

Just to confirm, the prices below include bulk shipping from China delivered to Portland Oregon?  If not I need to know what the shipping cost would be.

Thanks,

Brian

很多人报个出厂价就以为“万事大吉”，而我的差异化服务来自于，从“客人的客人”角度想事情，把数据都准备好给他，让他工作更方便，从而更快获得订单。很多人只给PDF文件，就怕客人拿来修改，导致客人很难再使用你的数据。

我的第二封邮件如下：

Hi, Brian,

It’s so great to hear you again before the eve of Chinese New Year.

For your convenience I add shipping fee into tables. This shipping fee are quoted by this month and they may have some different every month.

我对客户的差异化服务

Included 1 color Logo outside imprint and preset

Since this big quantity order, Custom Molding should be free for you.

I know you have more than 2,000 stores across the US. If you need any separate shipping in the future, please let me know. We can process that for you also.

The more definite this order is the lower the prices would be. At that time I will introduce factory side in to negotiate more detail and make prices down. Any question please tell me.

Yours truly,

David

打铁要趁热，我找了一位在美国当地的朋友，向他说明我们公司的服务。也就是说，只发邮件用文字说明还不够，我还打电话给他，并让客人知道，未来一旦出现状况，当地还有人可以帮助他。另外，我还很详细地回复了客人有关样品准备的事情。

不管订单大不大，客人跟我要样品时，我都会跟他提样品运费需客人自付，如此可判断客人对该订单的态度。

客人的再次回复如下：

Hi David,  

Please use the FedEx # below.  If you could please reference 8-Ball in the reference field, that would be great. Thanks again for your quick response.

Brian

面对大单时，一个人的力量是不够的，在这种情况下最好能找人帮忙，每一步都走好，获得订单的几率才会更高。