展會攻略
展會上，外貿(mào)業(yè)務(wù)常常遇到3大類客戶，分別是意向客戶，感興趣客戶和了解信息客戶。今天，我們將為大家分析展會上的3大類客戶及跟蹤模板。
1、意向客戶
客戶很有意向，基本屬于已經(jīng)決定要購買，只是決定買什么規(guī)格，數(shù)量，從哪里買的問題。這類客戶，追蹤的時候，要重點(diǎn)把客戶的注意力放在規(guī)格的選擇上，追問客戶的需求細(xì)節(jié)。通過關(guān)注具體的細(xì)節(jié)，把握住客戶的注意力，推動客戶往前走。同時要按照客戶的要求準(zhǔn)備資料，安排收款，協(xié)議生產(chǎn)等等。對于此種客戶，要小心溝通，一旦出現(xiàn)客戶遲遲不開證或不匯訂金的情況，請?zhí)岣呔?，及時跟他溝通，看是否出現(xiàn)什么問題，采取相應(yīng)的措施，說不定你就能挽回一個訂單，一個客戶。
Dear XXX,
It is very nice to take with you on Canton Fair.
As per your request, I am sending you the detailed specification for XXX model. FYI, we use high-quality imported material with zero lead for this model. It is very popular in European market, as consumers are more demanding for green products.
Can you tell me how many pieces do you need for this model? And what is your requirement for the package?
Best regards,
XXX
對于機(jī)會客戶，要針對客戶的需求，認(rèn)真分析，認(rèn)真寫開發(fā)郵件。這類客戶數(shù)量很少，只有10%-20%，確值得你花80-90%的時間。因為你的訂單可能多數(shù)是從這類客戶里出來。
2、感興趣客戶
客戶很感興趣，但還沒有下定決心要購買。可能是因為市場需要進(jìn)一步了解，或者目前有個合作對象，不太滿意，想要尋求新的供應(yīng)商，又擔(dān)心新供應(yīng)商有風(fēng)險。這類客戶，重點(diǎn)是要推動他做決定，而不是強(qiáng)調(diào)為何他要與你合作，因為他還沒有下決定呢。下了決定，他才會考慮同誰合作的問題。
（1）需要調(diào)研市場型
因為客戶對于市場不了解，對于市場能否暢銷有顧慮。所以可以通過一些成功的案例，幫客戶樹立信心，同時要有耐心和展示自信，甚至給客戶一個特殊的政策，讓客戶去試銷。
Dear Peter,
It is a great pleasure to talk with you on Canton Fair, and know your interests in our XXX products.
After the fair, I collected a few more information on our sales, which might be helpful for you. FYI, for this model, our sales in XXX country (需要同客戶接近的市場）is XXXX. Our customers said that the market specially like the XXX feature of XXX(products).
I am very confident that you can sell XXX very well in your market. Anything I can do to help you to research or test the market, please just tell me.
Best regards,
Kate
（2）對現(xiàn)有供應(yīng)商十分猶豫
重點(diǎn)是要挖掘現(xiàn)有供應(yīng)商的弱點(diǎn)，讓客戶感覺到痛苦，意識到一個不好的供應(yīng)商對他的生意的危害之大。注意，千萬別直接攻擊競爭對手，客戶不會喜歡。攻擊競爭對手的弱點(diǎn)，而不是競爭對手本身。比如，我們知道競爭對手的質(zhì)量不穩(wěn)定，你不要說XXX公司質(zhì)量不穩(wěn)定，很爛。而是說“你給你的客戶穩(wěn)定的質(zhì)量嗎？如果質(zhì)量不穩(wěn)定，會給你帶來什么后果呢？”
當(dāng)然有的客戶會告訴你現(xiàn)有的供應(yīng)商有問題，更多的客戶不會告訴你，他覺得告訴你了，會在談判的時候處于不利地位，被你利用。當(dāng)客戶不告訴你的時候，你就要自己去揣摩，旁敲側(cè)擊地去問了。
Dear Peter,
Thanks a lot for visiting us during the Canton Fair.
Behind every successful distributor, there is a capable & reliable supplier.
As a capable & reliable producing supplier for XXX,XXX (知名大客戶），we hope to be the one that stand behind, and give you firm support.
Can you give us a chance?
Best regards,
Kate
3、了解信息客戶
這類客戶往往對于這個產(chǎn)品還不甚了解，隨便問問，了解一下信息。有的甚至直接問個價格，有的外貿(mào)業(yè)務(wù)員誤認(rèn)為問價的客戶就一定興趣很大。其實(shí)，有相當(dāng)部分的客戶問價只是為了隨口了解一下。他們甚至還沒有到認(rèn)真考慮銷售這個產(chǎn)品的程度。更不用說跟你合作了。這樣的客戶重點(diǎn)放在，幫助他了解這個產(chǎn)品的來龍去脈，產(chǎn)品的賣點(diǎn)，市場機(jī)會等等。觸動客戶去深入調(diào)研這個產(chǎn)品的機(jī)會，下決心購買。
Dear Peter,
Very pleased to talk with you on Canton Fair.
To let you have more information about our product XXXX, I attach our brochure for your reference.
Very briefly, this products target high-end market with better distribution profit margin.Consumers love it for its features:
1) ...
2) ...
3) ...
If you have high-end customers, this is a very good opportunity worthy to investigate further.
Best regards,
Kate
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