每当顾客抛出一个询盘，必定有十个以上的供应商回盘。得知顾客联系方法以后，我们便开始了与其他供应商角逐该顾客的战争。
有没有思索过一个问题，假设供应商A和B供应同一种产品，客户为何选择A而不选择B。在业务员与顾客沟通的过程中，影响顾客是否合作的决定诱因，在于专业性、态度和细节。
以下是笔者与法国一家专营数控机床刀具及服务的FCT 公司采购代表John合作的成功案例，主要沟通方法是短信。笔者的每一封短信都极具个性化，每一句每一词都在努力提高合作的可能性，每一个细节都具有影响力。
2015年6月4日笔者在某付费平台留心到顾客的RFQ (REQUEST FOR QUOTATION) 。客户的需求很简单，只有三个单词"ALL ISO INSERTS”。系统显示该顾客来自法国，考虑到加拿大的工业发展水平，抱着试一试的态度报了顾客的RFQ，获知了顾客的公司名称、客户名及电子邮箱。邮箱是info@.....za.co，很显然是开放邮箱。
开发信于2015年6月5日发出：
Dear John,
Good day! ABC Industry Co., Ltd here.
Tungsten carbide inserts (TURNING & MILLING) are our advantage products. Related tools can be supplied too.
APPLICATION: FINISHING/ SEMIFINISHING/ ROUGHING OF STEEL, STAINLESS STEEL, CAST IRON, ALUMINUM ETC.
Please get back to us for further detail.
Regards,
Ms Alice
分析：第一封开发信简单明了，告知顾客敌方公司名称、产品经营范围和产品用途。很多外贸菜鸟业务员非常喜欢大篇幅地介绍公司的光荣历史，通常是产品目录、公司简介的精华版。这些客套话，在国外很实用，但是外国人比较务实，不乐意把时间浪费在没有价值的信息上。
邮件发出之后，客户仍然没有回复。第二天，我在后台及MESSENGER联系顾客，每隔一天给顾客发个祝福，一直坚持到顾客回复电邮。
2015年6月11日，客户回复电邮：
SUBJECT： Quotation required
Dear Ms. Alice,
We are a tooling company from South Africa and you made contact with us previously. I would like you test your products and add you as a possible supplier for us. Please can you give me quotation on the following:
TNMG 160404/08 TNMG220404/08
WNMG 080404/08 TPKN2204
I would also like to know the different grades, please quote me on your best grades available and a catalog of your products if possible.
Regards
John
Managing Director
FCT Tools and Supplies PTY Ltd
john@...za.co
+27 82 ******
分析：客户回复的短信有以下特性：
1.主题明晰，要求报价并有意选我司为供应商；
2.客户谈到了具体机型，方便我判定是否和经营的产品相匹配；
3.客户的落款含公司全称、客户名、职位、邮箱（与RFQ联系的邮箱不一样）、电话号码（经查证是手机号码，还是WHATSAPP 号码）；
4.从字里行间可以判定该顾客的日语造诣挺好，应该受过良好的教育，邮件行文言简意赅，给人觉得很诚恳、踏实。
外贸圈的同学都晓得，得到顾客的回复，特别是正面的回复是一件多么令人高兴的事情。既然顾客起了头，那旁边的跟进就要慎重仔细。
2015年6月12日，回复电邮推荐产品：
Dear John,
Thank you for your inquiry of June 11.
At your request, we are quoting you, subject to our final confirmation, see the attachment.
TNMG WNMG TPKN in various grades for steel, stainless steel, cast iron are recommended.
Brand: ABC (same quality as famous brands)
Grades chart is enclosed in order to have a better understanding on us.
Related inserts pictures will be forwarded for your reference in the next email.
Yours truly,
Alice
分析：客户电邮中提及的机型是数控刀片的畅销通用机型，基于被加工型腔材料的不同，相匹配的机型也不同，每家制造商的钢号都有不同的代码。快刀斩乱麻，我选了有库存的机型给顾客报价，同时附上牌号表，方便顾客理解。附件包括报价表格和钢号表，总容量不超过500KB。邮件直接回复到
John的邮箱，同时抄送至最初的info@邮箱。
亮点：为降低顾客对我司产品的印象，特意为这一个顾客制做了一个WORD文档。把畅销的产品和顾客询价对应的机型的高清图片附上供顾客参考，文档5-6页，总容量不超过3MB。
2015年6月13日，客户回复电邮希望构建合作关系并指定产品机型：
Dear Alice,
Thank you for the information. We would like to test some of your inserts and then get the ball rolling with more orders. Thank you for the grade chart, it will help a lot.
For now I would like the following:
DNMG 150608 - High Speed, High Feed, Steel Grade (EN8) (MBC 252) - 200 off
DNMG 150608 - High Speed, High Feed, Steel Grade (EN8) (MBG 202) - 200 off
WNMG080408-DM MBC251 200 US$3.02 P10-P30 - 200 off
MGMN400 - High Speed, High Feed, Steel Grade (EN8) - 200 off
TNMG160408 - Ceramic Insert - 100 off
TNMG220408 - 47 Rockwell C,Uninterrupted Cut (Please make suggestion) - 100 off
Please forward a pro forma invoice with banking details. Our competitors are also TaeGuTec, Sandvik, etc.
Alice, we would like to build a working relationship with you and we are looking at building a brand other than the conventional inserts brands.
Regards
John
2015年6月15日，一切朝着好的方向发展，我回复顾客并报价：
Good day, John.
Carbide inserts (CVD/PVD coating), for finishing, semi-finishing and roughing steel, stainless steel, cast iron are our competitive products.
We would like to recommend inserts according to your request.
Specifications of the most similar part with MGMN is attached too for reference.
At the beginning, trying samples (in stock) first is highly recommended.
Regards,
Alice
分析：客户有意测试个别机型，我根据要求推荐机型而且优先考虑库存。在电邮中附上报价表，重点内容在短信内文点到即止。第一印象就是最后的印象（the first impression is the last impression）。在跟顾客推荐样品的时侯，一定要特别细致，需结合顾客的具体需求进行推荐。看似简单的推荐过程，其实须要业务员过硬的产品专业知识。
另外，关于单位片、个、件等，英文里一般是都是用PC(S)。数控刀片的单位片(PCS) 印度顾客喜欢用NOS表示PCS，而法国顾客则用OFF。
2015年6月17日，客户回邮希望下样品单：
Hello Alice,
Thank you for your reply. Please forward me an invoice for the in stock samples (20 of each) for testing purpose. I'd like to place the order and get the samples as soon as possible so we can test them and proceed from there.
Regards
John
我在同三天回复电邮与顾客确认细节：
Dear John,
Thank you for positive reply.
Are you sure the following inventory items (20 PCS each) to test? Please confirm (FOB DUBAI).
What kind of shipping method do you prefer? Generally we send by DHL /UPS /TNT/EMS EXPRESS.
If you have EXPRESS receiving account, it would be more convenient. If not, please inform your address and post code, so that we can consult shipping charge.
Thanks,
Alice
分析：报价的产品中部份有库存，另一部分没有，客户要求就库存产品早日测试样品，考虑到机型多于10个，在回复电邮时把机型及关键信息附在短信内文中，以降低爆光度并导致顾客的关注。
注意：样品信息必须要专业确切，与事实相符，不能是随意杜撰，如果有不确定的信息可忽视不写，务必确保提供给顾客的信息是准确无误的。
在寻问顾客运输形式时，如果顾客有到付帐号，直接使用顾客的帐号；如果顾客没有则须要预收邮费。有些业务员抒发不清晰，特别是A决定B，B决定C等复杂情况。遇到这些情况，不要用长短句来解释，最好是把各类情况一一列下来，客户理解后会手动对号入座。
2015年6月18日，客户回邮提供DHL帐号：
Dear Alice,
You can use my DHL Account no: 95*** ****. Delivery should not be FOB Dubai but should be my physical address which is:
FCT Tools and Supplies PTY Ltd
No. **, G**** Street, Sasolburg 1947, South Africa
Let me know ifyou need anything else.
Regards
John
Sent from my iPhone
分析：这是顾客通过iPhone回复了电邮，说明他不在办公室也可以联系到。客户提供了DHL到付帐号和实际地址邮编。根据经验，DHL以95或96开头的帐号是可以寄到付件的。为保险起见，建议拨通DHL官方客服热线，以确保DHL帐号与公司名、地址一致，且帐号有效，支持到付。
同三天，回复顾客电邮告知相关细节并催收：
Dear John,
Good day! Sorry for late reply.
Please attention to PI-SHDL150619A (attachment), which titled AL ABC TRADING (our branch).
Please read each term carefully. If there is any mistakes or places need revised, please point them out.
If agree all, please arrange payment ASAP.
By the way, we confirm with DHL that your account (95*** ****) supportsfreight collect.
Regards,
Alice
亮点：前面讨论了机型数目及运输形式，那么前面就顺理成章地给顾客出示PROFORMA INVOICE。因为提供的是迪拜分公司的建行帐户，所以要附上说明文件，包括公司总部和分公司的官方信息，并加盖总部私章。
2015年6月24日，再次电邮跟进催收：
Dear John,
Good day! This is Ms Alice from ABC Industry Co., Ltd.
We would like to confirm whether you get PI-KDTL1506 PI-SHDL150619A on June 19? When do you plan to arrange payment for samples? Please advise.
Thanks,
Alice
亮点：在给顾客出示PI以后，邮件寻问顾客是否收到19日的报价。隔2-3个工作日跟进一封电邮，委婉地探究顾客不回复或不付款的缘由。同时，也通过WHATSAPP寻问顾客延后付款的缘由。
客户当日即回复解释延后付款缘由：
Hi Alice,
I am waiting for the end of the month as we reached our limit on our budget for the month. Next week I will place the order for the samples and we will go from there. Please Alice, from our side we work on delivery lead times from the date of payment made which we try and keep as short as possible. Please keep this mind as well.
Will let you know as soon as I have made the payment which will be next week.
John
分析：客户解释了延后付款的缘由，我们应当理解并耐心等待。
2015年6月25日，客户回复电邮的第二天，再次收到顾客询盘：
Alice,
Can you please give me prices for the following:
APKT 1705 PER-EM TT8020
APKT 09T3 PER-EM TT8080
These are Tuagatec Inserts, do you perhaps have an equivalent for these?
Regards
John
分析：此时，样品订单基本确定而且还未付款，客户又咨询其他机型同类产品，但不阻碍继续报价。
2015年6月26日，就顾客的新询盘给出回复：
Dear John,
Thanks for your inquiry for APKT inserts.
We have the following APKT dimensions in various grades (P.M.K)
APKT11T304 /08/12/16
APKT160408/16
We are afraid we cannot supply the equivalent as TaeGutec, since the dimensions are not exactly same.
Thanks,
Alice
亮点：实事求是，丁是丁，卯是卯。自己的机型不能取代其他品牌的机型就如实说明，绝对不能由于想让顾客下更多订单而违反事实。
2015年7月4日，客户发来短信告知已付款：
Dear Ms Alice,
Please find attached proof of payment for PI as sent earlier. Please let me know when the order will be ready for collection.
Regards
John
分析：客户很守信用。7月份第一时间支付货款。客户的支付账簿是文本格式(.txt) 。
当天回复电邮跟顾客确认付款相关细节及收件信息：
Dear John,
Thanks. We receive the payment filling form (.pdf) and the proof (.txt).
1) We check .pdf file, bank info is correct. We have one question, in the .txt, it is shown that:
CUSTOMER ACCOUNT NO.5936 **** 079 682 9
CUSTOMER REFERENCE AL ABC TRADING
And beneficiary info is not shown.
Please make sure that it T/T to AL ABC TRADING
AE****** 00000 100 *** 2808.
Sometimes not all beneficiary's info is shown in the proof.
2) Along with delivery CI is attached, please attention to the attachment. And confirm every detail with us.
3) We will instruct branch to keep items ready. Payment may arrive next Wednesday. We will dispatch goods immediately to DHL: 95 *** **** (freight collect).
4) Please final confirm with us the receiving info:
FCT Tooling and Supplies PTY Ltd
John
Cell: +27 82 *** ****
No.**, G**** Street, Sasolburg 1947, South Africa
VAT: **** ***561
DHL: 95*** ****
Look forward to your reply.
Best Regards,
Alice
附件：COMMERCIAL INVOICE 随货
亮点：第一次收到顾客的支付提单时，一定要细致地检测一遍，特别是收款人的帐号信息。如有任何疑惑，可以向顾客提出。由于与顾客确认的信息比较多，最好一二三四列举下来，一目了然。
客户也在当天回复了电邮确认：
Thank you Alice,
I am sure the payment will be ok. Please let me know when it's shown in your account.
The delivery address is correct.
Thank you for the commercial invoice
Have a good weekend Alice.
John
2015年7月6日给顾客发去短信告知款已收到：
Dear John,
Good day! We were informed by our branch workmate that the amount (***USD) is received.
Delivery detail, CI, receiving info are forwarded to branch also.
We will dispatch items in 1-2 working days (ASAP). Later on, DHL Tracking No. will be updated.
By the way, I will send inserts recommended cutting speed, feed rate, cutting depth (not printed on label) tomorrow, and so that it will guide you for correct usage, and secure its performance.
Keep in touch.
Alice
亮点：收到货款第一时间通知顾客，并告知顾客预计发货时间。因为是样品订单，为确保测试疗效，相关的技术参数以电邮的方式发送给顾客。
客户在当日回复电邮谢谢我们的专业支持：
Hello Alice,
Thank you very much. Appreciate it.
Happy to hear you received the money.
Let me know the tracking number as soon as you have it.
Regards
John
2015年7月7日，邮件跟进安抚顾客：
Dear John,
Please attention to the attachment for inserts usage technical information. It will be helpful to guide users. We have experience sending goods to Germany by DHL (freight collect). Each time, customer got the parcel in 2 working days. Very fast.
Due to time difference, we do not receive update from branch workmate yet.
But, DHL tracking number will be submitted as soon as we get it.
Thanks for your patience.
Regards,
Alice
分析：即使订单没有进展，也要主动告知顾客，至少让顾客晓得你仍然挂念着他的事情。业务员的三忌就是长时间不主动跟进成交顾客，特别是交货期2-3个月及更久的顾客。
两天后告知顾客快递单号：
Dear John,
Good day! Here we would like to inform DHL Tracking No.: 5*** *** 562.
It arrives in Johannesburg now. You may receive the parcel soon.
Best Regards,
Alice
亮点：给顾客快递单号的时侯，附上查询截图。有些业务员只是给一个快递单号，自己不去查询看能够查到相关信息，万一快递单号有误呢？附上查询截图，客户可以直接晓得快件到那里了，不用再自己复制单号查一遍。
2015年7月13日，客户回电邮，样品已收到：
SUBJECT： Consignment received
Hello Alice,
We received the consignment on Friday morning. Everything is on order.
Thank you so much Alice, we will start testing and let you know.
Regards
John
同日回复顾客，希望样品测试一切顺利：
Dear John,
Glad that you received goods without any discrepancies.
Please keep us well-noted when testing result is available.
Good day!
Alice
2015年7月23日，从顾客收到样品估算，时隔10天，询问顾客样品的测试疗效：
Dear John,
Good day. How are you?
Please share the testing result when it is available.
Thank you.
Alice
客户当日回复了电邮，反馈很不错：
Hello Alice,
Hope you are doing very well.
We started the testing of the inserts late last week and the feedback from the guys are very positive. They tested it on the CNC machines and both grades of the DNMG inserts performed really well.
We will be in contact and also invite you to quote on all future insert and tooling inquiries.Also, your product guides are really some of the best I have seen, so I am looking forward to a good relationship with your company.
Just a little bit more about ourselves. FCT was founded in the beginning of 2014 when it became clear tous that there is a big potential for alternative tooling and inserts suppliers in addition to the well established *******************.
Thank you for your help so far Alice, appreciate it.
The team currently is:
Mark Koen - Senior SalesRepresentative
Antoni - Sales and Marketing Director
Jacques Robert - Technical Manager
Karin Valinn - Senior AdministrationManager
Christo - Sales Representative
John - Managing Director, Financial, Procurement
You may from time to time receive enquiries from any one of the team, although final orders will be done by me. What we would like to request is that you refer any enquiries coming from South Africa to us in order to build your brand in South Africa.
New enquiries to follow soon.
Regards
John
分析：客户及时反馈良好的测试结果，主动告知了公司的详尽信息，并明晰提出在发货时间上须要我们的大力支持和配合。基于我们的产品质量，客户有意向在本国推销我司品牌。客户所提供的每一个信息都喻示着今后愈发紧密的合作。
2015年8月12日，客户即将下单：
Dear Alice,
We would like to order DNMG 150608-PM MBC252 600 off
Can you please forward a PI to me for payment?
Regards
John
2015年8月15日，提醒顾客核实收货信息：
Dear John,
Thanks very much. We received the payment proof (****USD) in. txt format.
It is sure that DNMG 150608-PM MBC252*600 pcs is in stock. We will dispatch as soon payment received.
1) Please confirm receiving address and DHL account (freight collect):
FCT Tools and Supplies PTY Ltd
John
Cell: +27 82 *** ****
No. **, G**** Street, Sasolburg 1947, South Africa
VAT: **** ***561
DHL: 95*** ****
2) Commercial Invoice, make it actual as last order (see attachment)?
Keep in touch,
Alice
亮点：客户下新订单，在发货前最后再跟顾客重新确认一遍收货地址、快递帐号、发票信息等信息。
有人会问，从第一次联系至成交及后续的紧密合作，为什么顾客从来没有谈过价钱？因为业务员从产品展示、产品知识分享和推荐及测试疗效、服务等，每一个细节都在告诉顾客，我的产品值得这个价。看似简单的电邮，其实每一个环节都透漏着业务员的用心。
外贸，说到底还是人与人之间的沟通。
（文_轻袭_《焦点视界》特约作者_本文刊登于第55期《焦点视界》杂志）
