3.1 外贸全流程 / Foreign Trade Process
| 环节 / Stage | 要点 / Key Points |
|---|---|
| 询盘 → 报价 / Inquiry → Quote | 快速响应(12h内),FABE价值塑造,明确FOB/CIF/CNF等贸易术语 |
| 报价 → 订单 / Quote → Order | PI(形式发票)确认,付款方式谈判(T/T 30%预付 + 70%见提单副本 / L/C即期) |
| 生产 / Production | 排产周期15-35天,过程拍照/视频主动同步客户 |
| 验货 / Inspection | 可安排SGS/CCIC第三方验货,或客户自派QC |
| 订舱报关 / Booking & Customs | 确认HS编码,备齐装箱单+商业发票+报关委托书 |
| 装船 / Loading | 拍照留底,发送装柜照片+提单草稿给客户确认 |
| 制单结汇 / Docs & Settlement | 提单BL + 商业发票 + 装箱单 + 产地证CO/FORM A/FORM E + 熏蒸证(如需) |
| 贸易术语 / Incoterms | EXW / FOB / CIF / CFR / DDU / DDP — 了解费用边界和风险转移点 |
文件链接 / Files: 商业发票模板 | 形式发票模板 | 装箱单模板 | 销售合同模板 | 采购单模板 | 生产制造单模板
3.2 RFQ高效运营 / RFQ Best Practices
商机分层 / Opportunity Tiers:
| 等级 / Tier | 特征 / Characteristics | 策略 / Strategy |
|---|---|---|
| 金牌 Gold | 12h内发布 + 有附件 + 采购量大 + 详细规格 + 有RFQ历史 | 5分钟内报价,完整报价单+认证+样品方案 |
| 银牌 Silver | 24h内发布 + 有RFQ历史 + 采购量中等 | 15分钟内报价,标准报价+认证展示 |
| 铜牌 Bronze | 超24h或无RFQ历史 | 30分钟内报价,突出公司实力和认证 |
快速筛选方法论 / Quick Screening:
- 发布时间越近越好(< 12h优先) / Posting time: the more recent the better (> 12h priority)
- 有附件(图纸/规格书)= 真实采购信号 / Attachment (drawing/spec) = genuine buying signal
- 剩余席位≤3 → 立即报价 / Remaining slots ≤3 → quote immediately
- 采购量合理(MOQ以内或倍数) / Reasonable quantity (within MOQ or multiples)
- 买家所在地匹配目标市场 / Buyer location matches target market
黄金报价法则 / Golden Quoting Rules:
- 每天3个时段:上午10:00 / 下午14:00 / 晚上20:00(北京时间)
- 目标市场逆向思维:欧洲客户→下午/晚上报价(对方上午)
- 报价必含:产品图片 + 规格表 + FOB价格 + 认证 + 工厂照片
服务分计分规则 / Service Score: 12小时响应率(核心) / GMV权重 / 取消登录天数考核 / 保持每日登录不断签
文件链接 / Files: 产品发布数据表
3.3 成交策略 / Closing Strategies
报价策略 / Quoting Strategy — FABE价值塑造:
| FABE | 含义 / Meaning | 示例 / Example |
|---|---|---|
| F - Features 特征 | 产品规格参数 | "A1级不燃,密度1.6g/cm³" |
| A - Advantages 优势 | 与竞品对比的优势 | "相比铝塑板防火等级更高,价格更低" |
| B - Benefits 利益 | 给客户带来的价值 | "节省幕墙总造价30%,缩短工期2周" |
| E - Evidence 证据 | 证书/案例/测试报告 | "附CE证书+法国A++客户案例照片" |
催款逼单方法 / Payment & Urgency Techniques:
- 时间推进法:交期倒推,催促确认 / Reverse timeline from delivery date
- 最后期限法:海运费即将上涨/原材料涨价预警 / Deadline: freight increase / raw material price surge
- 危机法/促销优惠法:限量库存/特价仅本周 / Scarcity: limited stock / promo this week only
- 定金法:预付30%锁定价格和产能 / Deposit: 30% T/T to lock price & capacity
- 以退为进法 / 情感营销法
- 年度订单方案:锁定全年用量享阶梯折扣 / Annual contract with volume discount tiers
客户忠诚度提升 / Loyalty Building: 定期新品推送 / 节假日问候 / 市场情报分享 / 产品改善主动通知 / 质量问题快速解决
文件链接 / Files: 毅冰成交技巧1 | 毅冰 Mail Group | 毅冰成交技巧2 | 毅冰成交技巧3
3.4 外贸话术体系 / Sales Communication
产品篇 / Product Communication:
- 专业回复询盘:先回答问题→再展示实力→后引导决策
- 产品营销四大战略:引流品(低价SPC地板引流)→ 爆品(石膏板主推)→ 正品(柔性石材利润款)→ 仿品(对标竞品热卖款)
- "降龙十巴掌"报价法:先塑造产品价值再报价;变相降价(送配件/包运费);送样品/赠品表示诚意
报价砍价篇 / Price Negotiation:
- 运输方式话术:6大运输方式对比(海运/空运/铁路/快递/拼箱/整柜),DDU vs DDP区分
- 交期话术:合理拖短(急单优先排产)或拖长(给真实交期留buffer)
- 付款方式话术:T/T 30%+70% vs L/C at sight,手续费谈判策略
跟进三步曲 / Follow-up Trilogy: 总结前次沟通要点 → 引导客户下一步动作(发样品/确认PI/付款)→ 情商推进(赞美+关心+信心传递)
询盘三分类回复策略:
- 可直接报价:快速回复FOB+CIF报价+交期 / Direct: FOB+CIF price + lead time
- 需确认数量:先沟通MOQ和预计量 / Need quantity: confirm MOQ & estimated volume first
- 需技术确认:确认图纸/规格后提供方案 / Need tech review: confirm drawings/specs then propose
3.5 各国工作时间速查表 / Global Working Hours Quick Reference
| 国家/地区 / Country | 当地时间 / Local | 北京时间 / Beijing Time | 时区 / UTC |
|---|---|---|---|
| 美国东部 / USA East | 09:00–18:00 | 21:00–06:00 (夏令)/22:00–07:00 | UTC-5/-4 |
| 美国西部 / USA West | 09:00–18:00 | 00:00–09:00 (夏令)/01:00–10:00 | UTC-8/-7 |
| 英国 / UK | 09:00–17:00 | 16:00–00:00 (夏令)/17:00–01:00 | UTC+0/+1 |
| 德国/法国/意大利 / DE/FR/IT | 09:00–17:00 | 15:00–23:00 (夏令)/16:00–00:00 | UTC+1/+2 |
| 俄罗斯莫斯科 / Russia Moscow | 09:00–18:00 | 14:00–23:00 | UTC+3 |
| 阿联酋迪拜 / UAE Dubai | 09:00–18:00 (周五休息) | 13:00–22:00 | UTC+4 |
| 沙特 / Saudi Arabia | 09:00–18:00 (周五周六休息) | 14:00–23:00 | UTC+3 |
| 印度 / India | 10:00–18:00 | 12:30–20:30 | UTC+5.5 |
| 东南亚 / SE Asia (TH/VN/ID) | 09:00–18:00 | 10:00–19:00 (UTC+7) / 09:00-18:00 (UTC+8) | UTC+7/+8 |
| 巴西圣保罗 / Brazil SP | 09:00–18:00 | 20:00–05:00 (夏令)/21:00–06:00 | UTC-3/-2 |
| 尼日利亚拉各斯 / Nigeria | 09:00–17:00 | 16:00–00:00 | UTC+1 |
| 澳大利亚悉尼 / Australia Sydney | 09:00–17:00 | 07:00–15:00 (夏令)/06:00–14:00 | UTC+10/+11 |
黄金沟通时段建议 / Prime Communication Windows (Beijing Time):
- 欧洲客户:15:00–18:00(对方上午) / European clients: 15:00–18:00 (their morning)
- 北美客户:21:00–23:00(对方上午) / North America: 21:00–23:00 (their morning)
- 中东客户:13:00–16:00 / Middle East: 13:00–16:00
- 东南亚/澳洲:09:00–12:00 / SE Asia & Australia: 09:00–12:00
文件链接 / Files: 世界各国上下班时间表 | 欧洲各国放假时间表
3.6 外贸询盘分类与精准回复体系 / Inquiry Classification & Precision Reply System
## 3.6.1 询盘三分法 / The Three-Type Inquiry Classification
根据价格可确定性将所有询盘分为三大类,不同类型采用不同回复策略:
第一类:可直接报价的询盘 / Type 1: Directly Quotable Inquiries
回复思维:一次性解决客户下单前的五大问题(产品+价格+运输+交期+付款方式),以便快速成交。
Mindset: Resolve all five pre-order questions at once (Product + Price + Shipping + Lead Time + Payment Terms) to accelerate deal closure.
模板框架 / Template Framework:
Dear [Name], Thank you very much for your kind inquiry about our [Product]. This is [Your Name] from [Company], which is a professional manufacturer of [Product Category] with more than [X] years' experience. As per your inquiry I know that you are going to purchase [Product Details]. (产品及细节) The best price I can offer to you is $[Price]/pc. (价格) The shipping cost by [Shipping Method] door to door delivery is $[Amount], around [X] days. (运输) So the total cost including shipping is: $[Total]. (总价) Please refer to the attachment for the picture of it so that you can double confirm. It would take around [X] days to finish the production after we confirm the order. (交期) We can accept the payment through [Payment Methods]. (付款方式) As long as you confirm the order and payment method then I will draft a PI with order details for your reference. Looking forward to your kind reply. Best Regards, Yours [Name]
第二类:不可直接报价的询盘 / Type 2: Inquiries Requiring Clarification
回复思维:报价前需要确认的产品细节以 REASONABLE QUESTIONS 的形式展示(带答案的问题,让客户只需做选择题,最好配辅助图片)。
Mindset: Present pre-quotation clarification needs as multiple-choice questions with suggested answers, ideally with auxiliary images.
REASONABLE QUESTIONS 示例:
In order to quote you the exact prices including shipping, I am very sorry but I still need your help to confirm: 1. What size that you need? (Our popular size is: xxx, xxx or customized). 2. What color that you prefer? (We have normally 3 colors: black, white, grey or customized). 3. What material that you want to take? (Most customers prefer: xxx, xxx or xxx). 4. What package that you would like to take? (We have normally 2 options: Carton or Wooden). 5. How many pieces you are going to purchase?
第三类:仅需数量即可报价的询盘 / Type 3: Quantity-Only Pricing Inquiries
回复思维:报区间价然后引导客户说出具体的数量需求。
Mindset: Offer a price range, then guide the customer to specify exact quantity.
The best price I can offer to you is $[Low]-$[High]/pc. Would you please confirm how many pieces you are going to purchase so that I can quote you the exact prices including shipping?
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## 3.6.2 目录表/报价表询盘特殊处理 / Special Handling for Catalogue Requests
大忌 / Critical Mistake to Avoid:回复 "Please check the catalogue and confirm which one you like?"——这等于丧失主动权。
正确做法 / Correct Approach:引导客户看懂目录表,以问题形式展示报价前需要确认的细节。
As per your inquiry I know that you are asking for our catalogue for a better selection. Please refer to the attachment for our newest catalogue with most of our hot selling models, you will find: 1. [Series A] from Page 1-2. 2. [Series B] from Page 3-4. 3. [Series C] from Page 5. In order to quote you the exact prices including shipping, I am very sorry but I still need your help to confirm: 1. Which model you are going to take? 2. What size that you need? 3. What color that you would like to take? 4. How many pieces for each model you are going to purchase? As long as you confirm the details above then I will send you the quotation details immediately.
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## 3.6.3 外贸成交五步曲 / The Five-Step Deal Closing Framework
每一封专业回复邮件应覆盖五大核心要素:
| 步骤 | 英文 | 中文 | 关键动作 |
|---|---|---|---|
| Step 1 | Product | 产品 | 确认产品规格、型号、细节 |
| Step 2 | Price | 价格 | 报总价(含运费)或区间价 |
| Step 3 | Shipping | 运输 | 运输方式、时效、费用 |
| Step 4 | Lead Time | 交期 | 生产周期 + 出货时间 |
| Step 5 | Payment | 付款方式 | T/T、L/C、Trade Assurance等 |
Every professional reply email should cover these five core elements to enable rapid decision-making.
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3.7 客户跟进体系与催单策略 / Customer Follow-Up System & Order Urging Strategies
## 3.7.1 询盘回复后的三种状态与跟进策略 / Three Post-Reply States
状态一:未读未回(当天注册账号)/ State 1: Unread & No Reply (Same-Day Registration)
底层逻辑:客户还没有看——让客户看——增加客户的查看渠道。
Core logic: Customer hasn't seen it yet → Make them see it → Increase viewing channels.
应对方案:
- 在邮箱同步发送一封邮件(养成大客户习惯)
- 利用客户邮箱反查更多联系方式(Skype、WhatsApp等)
Actions:
1. Sync-send a copy to their email (cultivate key-account habits)
2. Use the customer's email to reverse-search for more contacts (Skype, WhatsApp, etc.)
状态二:已读未回 / State 2: Read But No Reply
底层逻辑:客户看了没有回——让客户回——主动出击跟进客户。
Core logic: Customer read but didn't reply → Make them reply → Proactively follow up.
跟进客户三步曲 / The Three-Step Follow-Up Method:
| 步骤 | 英文 | 中文 | 说明 |
|---|---|---|---|
| Step 1 | Summarize Last Communication | 对上次沟通内容做总结 | 唤醒客户记忆 |
| Step 2 | Guide to Next Step | 引导客户进入下一步 | 给出明确行动指引 |
| Step 3 | Emotional Intelligence Push | 情商推进 | 建立情感连接 |
Three-Step Follow-Up Method:
- Step 1: Summarize the last communication to jog the customer's memory
- Step 2: Guide the customer toward the next concrete action
- Step 3: Add emotional intelligence — build rapport, not just push for orders
模板示例 / Template Example(发了报价后已读不回):
Dear [Name], Wish you a nice day and everything goes well. Thank you very much for your kind patience which was very helpful for us to confirm the product details of our [Product] and I also sent you the quotation (including the shipping cost, lead time and payment method) for confirmation. (总结) As long as you confirm the order and payment method then I will draft a PI with order details for your reference. (引导下一步) Now we are getting closer and closer to the cooperation, I do believe we only have to keep a little more patience then we can help each other to move a big step, I really enjoy this kind of each other helping feeling. (情商推进) Looking forward to your kind reply. Best Regards, Yours [Name]
发了PI或信保订单后已读不回模板:
Now we are just one step from the cooperation, we already spent so much time in this order to help each other to walk 99 steps, I do believe both of us would love to make all of our effort to be more valuable in the final step.
状态三:客户主动中断沟通 / State 3: Customer Pauses Communication
当客户说 "I will come back to you soon / I will discuss with my partner / I need to compare with other suppliers..."
底层逻辑:客户委婉拒绝——委婉找出背后原因。
Core logic: The customer is politely declining → Gently uncover the real reason.
应对话术:
Thank you very much for your kind reply. Sure I can totally understand, as your professional and responsible sales, I have to say now it is the very important time for both of us. If you still have some other difficulties or concerns before ordering please must share them with me so that I can offer you the help with my professional knowledge and experience, I do believe I should have something that you probably need from. Sure we are open to any suggestion which would help us to move the order forward. Looking forward to your kind reply.
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## 3.7.2 跟进频率与"绕道催单" / Follow-Up Frequency & "Detour Urging"
黄金72小时法则 / The Golden 72-Hour Rule
72小时是黄金成交时间,连续三天每天跟进一封,少于三次跟进视同"询盘杀手"。
The 72-hour window is golden for deal conversion. Follow up once per day for three consecutive days. Fewer than three follow-ups on a read-but-unreplied inquiry is considered inquiry-killing behavior.
绕道催单术 / The Detour Urging Technique
当客户说 "I just need some time on it",进入谈判空档期,不要直接催单,而是聊有深度的内容:
Dear [Name], Thank you very much for your kind reply. Sure I can totally understand your concerns. Anyway as your professional and responsible sales, I will keep my best patience in it, as we had many customers who would meet the same situation like yours. [Customer's Country] is really a dream place for the people all around the world... I always have a dream to visit your country, to see the famous [Landmark], to feel the successful air. If you don't mind would you please share me some real pictures of [Country] so that I can feel it from xxx kilometers away? Looking forward to your kind reply. Best Regards, Yours [Name]
Key principle: When the customer pauses, don't keep asking about the order. Talk about things beyond business — it builds depth. Everything you send, the customer knows is ultimately about the order (just like a friend who sells insurance). Keep 1-2 exchanges per day, not necessarily about orders.
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## 3.7.3 大订单谈判策略 / Large Order Negotiation Strategies
场景1:客户要1000个但想要3000个的价格(数量相近)/ Scenario 1: Want 1000 units at 3000-unit pricing
方案A:返点方案 / Rebate Plan
Today our company held a meeting of your order specially and our company would love to support you with solution below: 1. You can try to confirm the order with price of 1000pcs $xxx/pc first. 2. As long as you order up to 3000pcs then our company would return you the "extra cost" that we charged in your 1000pcs order.
方案B:押金方案 / Deposit Plan
Today our company held a meeting of your order specially and our company would love to support you with solution below: 1. You can try to confirm the order 3000pcs with its price only $xxx/pc. 2. You only have to pay the full payment of 1000pcs and 30% deposit of the rest 2000pcs. With this way you can enjoy the price of 3000pcs and ship 1000pcs first. After you received the first 1000pcs, if you had any unsatisfactory of our product, quality or service, we would return you the deposit immediately without any conditions. (风险转移 / Risk transfer)
场景2:客户要1000个但想要10000个的价格(数量相差大)/ Scenario 2: Want 1000 units at 10,000-unit pricing
采用阶梯押金滚动方案 / Tiered Rolling Deposit Plan:
1. Confirm order 1000pcs with 10,000pcs price, pay 30% deposit → production 2. Before delivery, pay full for 1st 1000pcs, keep 30% deposit for 2nd 1000pcs 3. For 2nd batch, no new deposit needed, just inform us to produce 4. Before delivery, pay full for 2nd 1000pcs, keep 30% deposit for 3rd 1000pcs 5. Keep this running until the 10th 1000pcs (total 10,000pcs)
年度订单方案框架 / Annual Order Plan Framework
针对年采购400-500万、分10个订单左右的客户:
- 返点计划 / Rebate Plan:150-300万返1%,301-450万返2%,450-600万返5%,600万起返10%
- 押金计划 / Deposit Plan:押单个订单金额的30%(不给客户太大压力)
- 押金膨胀 / Deposit Appreciation:一年后15万变20万(根据年度总采购额分档)
- 价格调整 / Price Adjustment:按年度订单量定全年价格(更具竞争力)
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## 3.7.4 催单逼单22个策略总览 / 22 Order-Urging Strategies Overview
| 序号 | 策略名称 | 策略名称 EN | 核心要点 |
|---|---|---|---|
| 1 | 直接问 | Direct Ask | 直接询问报价情况,是否需要帮助 |
| 2 | 时间推进法 | Time Push | 根据备货/生产/运输时间倒推下单时间 |
| 3 | 逐步推进法 | Step-by-Step Push | 分步发送备料/生产/质检/打包流程图片 |
| 4 | 最后期限法 | Deadline Method | 原材料上涨/报价有效期/汇率波动制造紧迫感 |
| 5 | 不确定法 | Uncertainty Method | 市场行情每天在变,无法确定交期和价格 |
| 6 | 危机法 | Crisis Method | 团队接了大订单/产能即将饱和 |
| 7 | 事先通知法 | Advance Notice | 促销/新品/市场变动第一个通知客户 |
| 8 | 促销优惠法 | Promotional Offers | 限时折扣/满减/返点/买一送一 |
| 9 | 定金法 | Deposit Method | 新客户100%→可收50%,老客户30%→可收20% |
| 10 | 利润法 | Profit Analysis | 分析客户当地零售价和利润空间 |
| 11 | 总结选择法 | Summary & Choice | 整理产品组合方案供客户选择 |
| 12 | 解决潜在问题法 | Solve Hidden Issues | 找客户痛点,帮客户解决遗留库存问题 |
| 13 | 抛砖引玉法 | Bait & Hook | 分享投诉/客户好评引发客户兴趣 |
| 14 | 刺激法 | Stimulus Method | 竞争对手动态刺激/PI付款截图刺激 |
| 15 | 请求帮助法 | Ask for Help | 业绩PK/月度任务需要客户支持 |
| 16 | 抢占市场法 | Market Preemption | 数据分析蓝海产品热销期,催促抢占先机 |
| 17 | 以退为进法 | Retreat to Advance | 先帮中间商拿单/做商业计划书/试小单 |
| 18 | 铺垫法 | Paving the Way | 询问客户还有什么困难,为成交做铺垫 |
| 19 | 对比成交法 | Contrast Closing | 数据对比现在下单vs延迟下单的差异 |
| 20 | 本地政策法 | Local Policy | 限电/环保/关税政策变动促使提前采购 |
| 21 | 情感营销法 | Emotional Marketing | 客户生日/升职/纪念日等定制化关怀 |
| 22 | 大胆询问法 | Bold Inquiry | 直接问客户抗拒点/设定回复时间限制 |
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3.9 开发信与访客营销模板库 / Cold Outreach & Visitor Marketing Templates
## 3.9.1 开发信六大模板 / Six Cold Email Templates
模板1:质量保障型 / Quality Assurance
Hi Mr. [Name], Wish you a good day. [Fully hope we can have a long term co-operation with you] Our company is one of the few suppliers at alibaba.com whom can offer refund money in case of bad quality. We trust you will be happy with our services. Would you like to give us a chance to show you more advantages about our company? Yours, [Name]
模板2:时间承诺型(延误赔偿)/ Delivery Commitment
Hi Mr. [Name], Nice day. [This is gold for you and also for us] We promise we will not delay your delivery time. In case we delay your delivery time for one week you will get [X], for two weeks you will get [Y], for three weeks you will get [Z]. We trust that not many suppliers in alibaba.com can offer this kind of service. Yours, [Name]
模板3:协议保障型 / Agreement & Contract
Hi Mr. [Name], Nice day. [Your trustworthy supplier in China] Do you know why many customers all over the world prefer us? Because we are the only supplier can offer you: - Confidentiality agreement. - Full refund agreement. - Quality assurance agreement. - International trade legal CONTRACT. Trust you will be safety in doing business with us. Yours, [Name]
模板4:当地市场热销推荐 / Local Market Hot-Sellers
Hi Mr. [Name], Good morning. [Hot selling items for your local market] It is our pleasure to offer you some of our hot-selling products for your market. Trust you will like them. Our market analysis told us these products will be hot sale in your market. We offer them with very nice price and very nice quality. Would you like to have a look? Yours, [Name]
模板5:特价促销 / Limited-Time Promotion
Hi, Good day. [Very nice promotion for any orders RIGHT NOW] Buy [A] get [B] Buy [C] get [D] Order for [Amount] get [Benefit] This promotion is just for [X] days, would you like to have more information about these offers? Yours, [Name]
模板6:独家新品推荐 / Exclusive New Arrivals
Hi [Name], Nice day! It is the high season now, we think you must got many emails from a lot of suppliers in the last few weeks. Hope our email did not disturb you. We just want to show you some of our new designs which were finished recently. If you like any of them you can be the first one get these designs in your market. Would you like to have a look? Yours, [Name]
---
## 3.9.2 开发信参考标题 / Cold Email Subject Lines
| 中文 | English |
|---|---|
| 您每周精选畅销珠宝 | Your weekly collection of jewelry best selling |
| 只在我们的专属优惠 | Enjoy amazing deals only with us |
| 中国目前热卖的产品 | What is the selling right now in China |
| 阿里巴巴为您推荐此供应商 | Alibaba recommend this supplier for you |
| 2021阿里巴巴最受欢迎供应商 | 2021 Alibaba most welcomed supplier |
| 此供应商可提供免费样品(免运费) | This supplier can offer you free sample (Free Shipping) |
---
## 3.9.3 访客营销三大话术 / Three Visitor Marketing Scripts
热卖产品推荐 / Hot Sale Recommendation
Hi, nice day. We just finished some new designs with very nice price, we trust they will be very selling in your market, would you like to have a look?
价格表推送 / Price List Push
Hi, Good day. If we have chance to serve you, we trust you will like our quality and service. Would you like to see our new price list?
全目录推送 / Full Catalogue Push
Hi, Good day. We can provide various of colors and finishes for you to choose, would you like to see our whole catalog?
---
## 3.9.4 RFQ报价常用表达 / Common RFQ Quoting Expressions
| 中文 | English |
|---|---|
| 性价比高 | competitive advantage |
| 我公司专业从事... | My company is professional for... |
| 我们还有更多 | We still have more |
| 您在寻找可信赖的供应商吗?我们公司是您的最佳选择 | Are you looking for a trustworthy supplier? Our company will be your best choice |
| 我们致力于为客户提供性价比高的产品 | Our company has devoted to providing competitive advantage products to our customers |
| 非常希望有机会为您服务 | Fully hope to have a chance to serve you |
RFQ报价安全感话术 / Trust-Building RFQ Script:
Hi [Name], Nice day! Do you know why many customers all over the world prefer to choose us? Because we are the only supplier can offer you: - Confidentiality agreement; - Full refund agreement; - Quality assurance agreement; - International trade legal contract. Trust you will be safety in doing business with us. Yours, [Name]
---
## 3.9.5 采购节营销模板 / Super September Templates
模板1 / Template 1
Hi [Name], Nice day! Alibaba.com SUPER SEPTEMBER is coming, we offering very nice price for all our new designs. We trust you will like them so much. Would you like to have a look and know more about SUPER SEPTEMBER OFFERS? Fully hope to have a chance to be your trustworthy supplier in China. Yours, [Name]
模板2 / Template 2
Hi [Name], Good day! Many discount coupons at our website www.xxx.com, please check them quickly! Save about 30% for any order during Super September. If you don't have time to check our website, we can send you our promotion products. Would you like to have a look? Yours, [Name]
---
3.10 外贸运输与物流知识体系 / Foreign Trade Shipping & Logistics Knowledge
## 3.10.1 运输方式与报价 / Shipping Methods & Quoting
| 运输方式 | 英文名称 | 范围 | 时效 | 特点 |
|---|---|---|---|---|
| 快递 | Express (DHL/FedEx/UPS) | 门到门不含税 (DDU) | 5-10天 | 按国家报价(偏远地区除外) |
| 空运 | Air Freight | 机场到机场不含税 | 5-10天 | FOB/CFR/CIF,客户自行提货 |
| 海运 | Sea Freight | 港到港不含税 | 20-45天 | FOB/CFR/CIF,客户自行提货 |
| 空派 | Air DDP | 门到门双清含税 | 12-15天 | 客户只需在家收货 |
| 海派 | Sea DDP | 门到门双清含税 | 35-45天 | 客户只需在家收货 |
| 铁派 | Train DDP | 门到门双清含税 | 35-45天 | 客户只需在家收货 |
| 卡派 | Truck DDP | 门到门双清含税 | 视路线而定 | 邻国陆运 |
关键认知 / Key Insight:六大运输方式中,没有任何一种需要知道客户地址才能报价。快递看国家、空运看机场、海运看港口、空派/海派/铁派看国家。
运费贵时的应对策略 / Handling High Shipping Costs
策略1:推荐更便宜的运输方式 / Recommend Cheaper Options
If you were not in a hurry of the goods, you can try to ship by Sea DDP which would be much less cost, it is around $xxx total, door to door delivery including tax and everything, it would take around 35-45 days.
策略2:拆单运输 / Split Shipment
If you don't mind, we can try to split the shipment. We can ship 200pcs by DHL, only $xxx. The rest 300pcs will be shipped by Sea DDP, only $xxx. So the total shipping cost is: $xxx+$xxx=$xxx.
策略3:逆向思维(最便宜时客户仍嫌贵)/ Reverse Thinking
When most of the importers stop importing because of the high shipping cost, the market would have the supplying gap very soon, this supplying gap would offer you the chance to gain more market and higher profits when you have enough stock to fill the gap. Please do trust the shipping cost is the same for all of us and your competitors, we didn't get any profits from the shipping cost.
运费比产品贵时的报价技巧 / When Shipping Costs More Than the Product
不要分开报!将产品价和运费合并为一条总价:
The best price I can offer to you is $8268 total including shipping by DHL door to door delivery.
DDP追踪号延迟的解释 / Explaining DDP Tracking Number Delays
I am very sorry but please share your best understanding that this kind of DDP shipping is: 1. Our forwarder would ship the goods by Air/Sea to your local airport/port first. 2. Our forwarder would clear the custom. 3. Only after custom clearance the local UPS/DHL would pick up the goods then. 4. That means the Tracking Number would not have update until the local courier picks up the goods, this period would take around 10-12 days. So please share your best patience which would be highly appreciated.
---
## 3.10.2 运费报价与拆价应对 / Freight Quoting & Price Breakdown Requests
包邮价报法(运费>货值时)/ All-Inclusive Pricing
客户要求拆价时,按以下递进策略应对:
| 轮次 | 客户说 | 回复策略 |
|---|---|---|
| 第1轮 | 运费多少钱? | 抱歉,报价已含运费 |
| 第2轮 | 就想知道运费和产品分开多少 | 因数量较少,我们只做含运费销售 |
| 第3轮 | 我一定要知道分开的价格 | 公司只给我们"含运费价格" |
| 第4轮 | 不拆就不下单了 | 最重要的不是分开与否,是您能否接受总价并获利 |
| 第5轮 | 价格太贵了 | 这是测试订单,双方目标都应是未来更大的订单 |
---
## 3.10.3 交期管理 / Lead Time Management
有库存时 / With Stock
用 Ready-to-ship 代替 Stock(Stock 对欧美人意味着卖不出去的便宜货):
As long as you confirm the order and arrange the payment then we can arrange the delivery in 3-5 days and offer you the Tracking Number/Shipping Documents.
无库存时 / Without Stock
It would take around 25-30 days to finish the production after we confirm the order/we receive your deposit/payment.
拖交期策略 / Delaying Delivery
拖短交期(7-10天):
I am very sorry but please share your best understanding that now it is the rush season which caused some delay of the raw material delivery and production period, this would cause probably around 7-10 days, anyway now your order has been prior scheduled by production department, as long as I have the update then sure I will update to you in the first minute.
拖长交期(30天及以上):
I am very sorry but please share your best understanding that when we did the inspection to our raw material of the [Non-Critical Part] and we found it couldn't meet our quality standard, so we have to return the [Part] to our supplier, sure we also already ordered the new part which could meet our quality standard, this is the main reason why we have to delay another 25-30 days, please do trust we have to make sure we would only offer you the right product with right quality even we have to delay the shipment, so at this moment your understanding and supporting would be highly appreciated.
拖交期大忌 / Critical Mistake:一拖再拖。要一次给足时间裕度,避免反复延期。
---
3.11 付款方式与手续费谈判 / Payment Methods & Fee Negotiation
## 3.11.1 付款方式标准话术 / Standard Payment Method Script
小金额:
We can accept the payment through PayPal (4.7% extra PayPal cost), Alibaba Trade Assurance (2% extra Ali cost), T/T ($25 extra for each payment).
大金额:
We can accept the payment with 30% deposit before production and 70% balance before delivery. ($25 extra for each payment through T/T).
## 3.11.2 手续费谈判四步递进 / Four-Step Fee Negotiation
| 步数 | 客户说 | 回复策略 |
|---|---|---|
| 第1步 | 不愿意付手续费 | 手续费是平台/银行收的,不是我们收的,我们没有从中获利 |
| 第2步 | 我付我这边的,你付你那边的 | 这个订单利润只有5-8%,手续费对我们很重要,我们对所有客户一视同仁 |
| 第3步 | 我就是不付 | 经反复向公司申请,公司愿意分担一半手续费 |
| 第4步 | 收我就不下单了 | 那就不收了 |
核心原则 / Core Principle:永远默认所有订单都是出货前付清。不要默认见提单付款——一旦默认了就见不到出货前付清的客户了。见提单付款是谈判筹码/福利,不是起点。
---
3.12 客户分析与背调方法论 / Customer Analysis & Background Investigation
## 3.12.1 客户画像与分层 / Customer Profiling & Tiering
三种客户类型及开发方式 / Three Customer Types & Development Approaches
| 类型 | 特点 | 开发策略 |
|---|---|---|
| 批发商/Wholesaler | 价格敏感,对产品熟悉,对新品感兴趣,有固定采购周期 | 侧重价格竞争力,定期推送新品 |
| 工程商/Contractor | 产品很专业,价格相对不敏感,注重样品和质量、认证,喜欢一站式采购 | 侧重专业方案、样品单、认证展示 |
| 贸易商/Trader | 大多产品不专业,注重服务,需要更多耐心才有机会 | 侧重服务体验,耐心引导 |
背调维度 / Background Investigation Dimensions
公司信息 / Company Info:
- 企业性质(经销商/品牌商/中间商/零售商)
- 主营市场、市场趋势、市场规模
- 产品结构、产品类型、产品售价、营销渠道
- 公司规模、成立时间、员工数、品牌知名度
- 营收状况、进口额、销售额
- 风险评估(是否有纠纷与诉讼案例)
个人信息 / Personal Info:
- 身份(是否决策人、是否专业)
- 性别、年龄、生日、兴趣爱好、家庭状况
采买信息 / Procurement Info:
- 采买规模(海关数据、采购额、合作供应商)
- 采买周期(每月/每季度/每年)
- 采买类目(品类单一/品类多)
- 采买渠道(线上/展会/当地市场)
背调方法 / Investigation Methods
- 网站等级分析
- 询盘历史回溯
- 谷歌搜索(公司名 + 相关关键词)
- 海关数据反查(发现其供应商 = 你的竞争对手)
- 谷歌搜索 "alibaba.com + 供应商英文公司名"
- 谷歌搜索 "globalsource.com + 供应商英文公司名"
- 谷歌搜索 "made-in-china.com + 供应商英文公司名"
---
## 3.12.2 销售漏斗与客户管理 / Sales Funnel & Customer Management
销售漏斗五阶段 / Five-Stage Sales Funnel
储存客户池 → 线索管理跟进 → 客户画像分层/标签管理 → 时间管理(二八定律+日程+营销跟进)→ 商机管理促成交 → 维系/复购
私域运营总体思路 / Private Domain Operations Overview
核心逻辑:凭借高质量的内容与交互,与客户建立信任——"推"与"拉"。
持续增长路径:引流 → 沉淀 → 转化 → 复购 → 裂变
关键要素:客户画像 → 分层精细运营 → 内容运营 → 话术规范搭建 → 行为动态追踪
提升客户忠诚度的10把金钥匙 / 10 Keys to Customer Loyalty
| 序号 | 中文 | English |
|---|---|---|
| 1 | 感觉舒服:做更多与销售无关的事情 | Make Them Comfortable: Do more non-sales activities |
| 2 | 你最专业:精通双方知识,服务及时 | Be the Expert: Master both sides' knowledge, timely service |
| 3 | 共同语言:相似爱好、经历、感受 | Shared Language: Similar hobbies, experiences, feelings |
| 4 | 兄弟姐妹:你为他着想,他能感觉到 | Like Family: They feel you care about them |
| 5 | 建立信任:适当拒绝购买 | Build Trust: Be willing to say no to inappropriate purchases |
| 6 | 关键时刻:帮过他 | Critical Moments: You were there when they needed help |
| 7 | 不停地晃:粘合度 | Stay Visible: Maintain stickiness |
| 8 | 忠诚计划:享受权益(制定VIP权益) | Loyalty Program: VIP benefits |
| 9 | 商业价值:私人顾问兼战略伙伴关系 | Business Value: Personal advisor + strategic partner |
| 10 | 持久稳定:三年不换人 | Consistency: Same person for 3+ years |
---
3.13 报价策略与价格谈判进阶 / Advanced Pricing Strategies & Negotiation
## 3.13.1 报价准备的五个层次 / Five Layers of Quotation Preparation
| 层次 | 内容 | 说明 |
|---|---|---|
| 公司烘托 | 金品SGS认证、ISO、品牌合作供应商、工贸一体年限、生产线数量、设备实力等 | 建立信任基础 |
| 产品价值 | FABE法则:属性→优势→价值→证据 | 让客户感受到"值" |
| 个人背书 | KOL、灯塔客户、客户好评、市场分析 | 社会认同 |
| 客户证据 | 合作品牌、客户合照、采访视频、转介绍 | 增强可信度 |
| 针对性方案 | 每个客户定制的解决方案、报价、运输、建议零售价、利润预测图表 | 专业差异化 |
## 3.13.2 FABE产品价值塑造法 / FABE Value Proposition Method
| 字母 | 含义 | 英文 | 示例(冰箱省电) |
|---|---|---|---|
| F | 属性 | Feature | 每天用电0.35度,3天才1度电 |
| A | 优势 | Advantage | 以前冰箱每天1度以上,这款一天省0.5元 |
| B | 价值 | Benefit | 一个月省15元,相当于手机月租费 |
| E | 证据 | Evidence | 输入功率70瓦=一个灯泡;最好压缩机和制冷剂;销量每天10台 |
FABE话术模板:
Our [Product] with [Feature], it has [Advantage], so you don't have to worry about [Pain Point], because it is [Benefit].
## 3.13.3 面对客户砍价的专业应答 / Professional Responses to Price Objections
大忌 / Critical Mistakes:
- "My quality is very good." — 空洞
- "This is already our best price." — 空洞
- "Quality is different my friend." — 低俗
- "What is your target price?" — 谈判大忌,主动暴露底牌
正确做法 / Correct Approach:列出专业的产品优势清单,让客户"看得懂又看不懂,但又觉得很厉害":
Sure lower prices are always with reasons, as a professional manufacturer of [Product] with more than 10 years' experience, I wouldn't quote you the high prices to push you away, anyway would you please confirm if the prices are compared in the same level: 1. Material: [Top quality material details] 2. [Key technical specification] 3. [Certification/Standard compliance] 4. [Unique craftsmanship detail] 5. Warranty: as long as [X] years.
## 3.13.4 变相降价的四步法 / Four Steps of Implicit Price Reduction
每一次降价都要让客户拿东西来换(让客户有占到便宜的感觉):
- 变相降价:不是直接降价,而是增加配置、延长质保、免费升级
- 送礼物:赠品、配件
- 送心意:定制化关怀
- 送秋波:情感链接
## 3.13.5 客户拿竞争对手低价来压的应对 / Handling Competitor Low-Price Comparison
If possible and you don't mind, would you please share me others' quotation details (you can delete the company name or other information that you think necessary) so that I can offer you the help with my professional product knowledge and experience to find out the reasons why low is low does. Or you can also ask your supplier to send the pictures like the ones that I attached in the same angles to show the quality of the products so that you can find out the difference. (If you were not sure you can share them to me so that I can offer you the help with my professional product knowledge and experience).
---
3.14 RFQ高效执行流程 / RFQ Execution Workflow
## 3.14.1 RFQ关键词收集六大途径 / Six RFQ Keyword Collection Sources
| 序号 | 来源 | 说明 |
|---|---|---|
| 1 | 选词参谋-关键词指数 | 数据驱动的热度词 |
| 2 | 选词参谋-引流关键词 | 带来流量的核心词 |
| 3 | 买家参谋-买家偏好词 | 买家实际搜索用词 |
| 4 | 询盘来源词 | 历史询盘中出现的关键词 |
| 5 | TM客户咨询关键词 | 客户聊天中的真实表达 |
| 6 | RFQ发布词 | RFQ市场中买家使用的词 |
## 3.14.2 RFQ快速筛选黄金法则 / Golden Rules for Quick RFQ Screening
| 筛选维度 | 优先级 | 说明 |
|---|---|---|
| 发布时间 | 最高 | 时间越近,回复率越高 |
| 商机类型 | 高 | 金牌商机 > 银牌商机 > 铜牌商机 |
| 是否有附件 | 高 | 有附件的客户更认真 |
| 剩余席位 | 中 | 少于5/7/8个席位考虑不报(竞争激烈) |
| 采购量 | 中 | 符合自身产能 |
| 买家所在地 | 中 | 目标市场匹配度 |
| 相关度 | 低 | 类目匹配 |
最佳操作时间:
- 早上 07:00-08:00
- 下午 16:00-18:00
- 晚上 22:00-00:00
报数量少的RFQ,反馈快,增加服务分权重。
## 3.14.3 RFQ分析四维度 / Four RFQ Analysis Dimensions
报价前必须分析买家:
- 买家标签:历史订单金额高、RFQ有成交、买家互动能力强、邮件认证
- 最近90天行为:登录率是否活跃、RFQ查看率
- 最近90天搜索词:是否与自己的行业匹配、寻找其他需求品
- 采购信息与公司信息:最常采购类目是否匹配、年采购额、公司其他信息
## 3.14.4 RFQ报价标题四要素 / Four Elements of RFQ Quotation Titles
| 要素 | 英文 | 说明 |
|---|---|---|
| 性价比 | Value for Money | 突出价格优势 |
| 痛点 | Pain Point | 解决客户核心诉求 |
| 价值 | Value | 产品能带来的好处 |
| 特色 | Unique Feature | 差异化卖点 |
营销标题示例:30% off / High profit / Free Sample
## 3.14.5 RFQ需要天天做 / RFQ Must Be Done Daily
- RFQ和访客营销要天天做,而且要专业地做
- 不要设置模板,没有特殊情况不要复制粘贴——只有手打才能不断打开思维
- 不要一次性做完再下班,要分散到每天
---
3.15 销售禁忌语大全 / Sales Taboo Phrases Encyclopedia
## 3.15.1 必须戒掉的话术习惯 / Must-Kill Verbal Habits
| 序号 | 禁忌表达 | 问题 | 正确替代方向 |
|---|---|---|---|
| 1 | "Hi, how are you? What can I do for you?" | 不专业,丧失第一印象 | 用专业格式邮件,含公司介绍+产品匹配 |
| 2 | "What product do you need? / Which item do you need?" | 丧失主动权 | 主动匹配客户询盘内容 |
| 3 | "How many do you need?" | 干瘪无力 | 打包在合理问题列表中 |
| 4 | "What size/color do you need?" | 把选择权甩给客户 | 提供具体选项让客户选择 |
| 5 | "Our MOQ is 1000pcs, dear." | 直接拒绝 | 先接受低MOQ(稍高价),再引导大单 |
| 6 | "What is your target price?" | 谈判大忌 | 用专业优势清单回应砍价 |
| 7 | "This price is impossible / Nobody can do this price." | 自断后路 | 要求客户分享竞争报价细节 |
| 8 | "Oh my God, this is lower than our cost price?" | 不专业 | 沉稳应对,分析差异 |
| 9 | "Please check the catalogue." | 放弃引导权 | 附带分类引导和确认问题 |
| 10 | "What do you think of the price?" | 催单最低级方式 | 用跟进三步曲替代 |
| 11 | "Waiting for your good news." | 话题终结者 | 用情商推进句替代 |
| 12 | "You are welcome." | 话题终结者 | 紧接引导进入下一步 |
| 13 | "Quality is different my friend." | 低俗无效 | FABE法则专业呈现 |
| 14 | "I am new worker and I don't know how to use it." | 摧毁信任 | 请教同事后再回复 |
| 15 | "We have partner factory / We also cooperation with other factories." | 工厂身份模糊 | 大方邀请客户来访参观 |
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3.16 客户开发方法论 / Customer Development Methodology
## 3.16.1 客户来源四大渠道 / Four Customer Acquisition Channels
| 渠道 | 方式 | 关键要点 |
|---|---|---|
| 自主开发 | 开发信、电话沟通、谷歌、领英、社媒 | 持续输出、量大出奇迹 |
| 平台询盘/RFQ | 阿里国际站询盘、RFQ报价 | 及时专业回复、耐心跟进 |
| 展会名片 | 广交会等展会 | 结束后及时跟进、附合影 |
| 转介绍 | 老客户推荐 | 维护好老客户关系 |
## 3.16.2 客户开发流程 / Customer Development Process
背调 → 挖需求 → 分析痛点 → 分析对手 → 多维度报价 → 样品单 → 客户跟进记录 → 客户复盘
复盘要点:
- 成交原因分析——总结经验可复用
- 失败原因分析——找到问题所在点
- 针对性给解决方案——获得客户信任并成交
## 3.16.3 销售的进化 / The Evolution of a Salesperson
| 阶段 | 特征 |
|---|---|
| 菜鸟阶段 | 被动应答,客户问什么答什么 |
| 合格销售 | 能主动引导,掌握部分主动权 |
| 优秀老业务 | 顾问式销售,提供解决方案,让客户跟着节奏走 |
销售 ≠ 客服,销售 ≠ 卖货,销售 ≠ 跟单。销售要具备开发能力,是提供解决方案的顾问式销售!
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3.17 付款方式与出口退税 / Payment Terms & Export Tax Rebate
## 3.17.1 付款方式对比 / Payment Method Comparison
| 付款方式 | 信用类型 | 特点 | 常用比例 |
|---|---|---|---|
| L/C 信用证 | 银行信用 | 银行作为保证人,代为收款交单 | 全额 |
| T/T 电汇 | 商业信用 | 最终决定权在客户 | 30%预付+70%即期 |
| Trade Assurance | 阿里信保 | 平台担保 | 2%额外费用 |
付款方式确认要点:
- 交货期前1个月确认L/C已收到
- 业务员和单证员分别审查信用证,检查错误和交货期保障
- 确认定金已收到
## 3.17.2 出口流程关键节点 / Key Export Process Milestones
客户询盘 → 报价 → 得到订单 → 下生产单 → 业务审批 → 落实付款方式 → 生产与备货 → 租船订舱与报关报检 → 装船出运 → 制单结汇 → 核销退税 → 售后服务
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3.17 产品FAQ与专业应答 / Product FAQ & Professional Responses
产品FAQ不再放成单一通用话术,而是按产品线维护。销售或运营人员应先进入对应产品页面,再根据客户所在市场、应用场景、规格和认证要求组合回复。
Product FAQ content is maintained by product line. Open the matching product page first, then adapt the answer by market, application, specification, and certification requirement.
产品线FAQ入口 / Product FAQ Entries
- 石膏板 / Gypsum Board
- 水泥板 / Cement Board
- 亚克力板 / Acrylic Board
- 柔性大理石亚克力 / Flexible Marble Acrylic
- 柔性软瓷 / Flexible Soft Porcelain
- 软瓷石材 / Soft Porcelain Stone
- WPC塑木 / WPC Decking
- ACP铝塑板 / ACP Panel
- 佳堡板 / Jiabao Board
- 胶合板 / Plywood
- 刨花板 / Particle Board
- MDF/HDF / MDF/HDF
- 天花板 / Ceiling
- 地板 / Flooring
- 墙板 / Wall Panel
- 吸音板 / Acoustic Panel
- 封边条 / Edge Banding
- 集装箱房 / Container House
- 木制部件 / Wood Components
- 木皮 / Wood Veneer
统一应答框架 / Response Framework
- 确认应用场景和目标市场
- 确认规格、数量、包装和交期
- 匹配产品画册、检测报告、认证文件
- 给出专业建议和下一步行动