Ella是SOHO. 她的客户Sam有意向下单，可是过程中出现了什么问题，导致客户最后把她拉黑了呢？2017年4月Ella整理了她和客户的邮件沟通记录给我。 以下我边修改她的邮件，边分析。结尾通过这个案例，我再给大家小结一下跟进客户时需要注意的细节。
4.22号Ella写邮件给Sam.
Hi Sam,
How are you. I am Ella, tell you good news, the new plastic box has got the consumers' appreciation ,because last year the customer ordered 400000pcs who has come back again to order now , and the customer needs it urgently.
Last time ,you sent me email ,and I could not see the information you sent ,so later it works so I replied you by my personal email .
But at that moment ,I am not sure the new design plastic box whether is appreciated for Europe consumers because temporarily no any comment from him so at the moment ,actually I am not dared to recommend it to you .
Now ,my customer come back again for another 400000pcs ,and need it asap ,so now I am dared to tell you the above .
Attach the bulk of plastic box pictures.
If you would like to have sample to test or other information ,feel free let me know .
Your early reply would be very appreciated .
索菲修改：
以上意思我用四句话可以涵括：
Hi Sam,
Sorry to miss your email.
Please see attached the bulk of plastic box pictures for your reference.
For your kind information, we've got another European client's repeat order recently. Kindly let us have your further feedback soon.
Best Regards,
Ella
索菲分析：
1) Ella 想突出欧洲客户返单来证明此产品在欧洲市场广为欢迎，这是亮点。可是因为她的啰嗦，前后出现了2遍。絮叨过度，便有自卖自夸的嫌疑。
2）错过邮件，迟回复客户，并不需要长篇大论解释。像Sorry for the late update. My apology for the late reply. 或我修改的Sorry to miss your email. 一笔带过就好了，客户关注的不是你在忙什么，你去了哪。他关注的是，他的要求你的回应。
3）通篇出现的是I, my, me. 而在函电中，更倡导We and us. 哪怕你单枪匹马，也不要给客户觉得你是。以我们来引导，会显得更具分量。
请继续看：
4.24号Sam没回复，Ella继续写邮件跟进：
Hi xx ,
Happy Monday. The day before yesterday ,may I know have youreceived my email ? The new xx with the welded box is 0.06$/set only .
Recently ,do you have any purchasing plan for it ?
Wait for your early reply soon .
我的修改：
Hi Sam,
Good day.
Updated price for the welded box is USD0.06/set only.
Please further advise.
Best Regards,
Sam.
索菲分析：
才两天没回复，其实不必要跟得那么紧。
价格有更新，简单告知下就行了。
4月25号，客户回复了：
Dear Ella,
I'm glad to know about. I got your email. I'm going to makea new order in a few days, I'll keep you update.
Ella在当天回复：
Hi Sam,
Glad to hear from you too Yes the new design plastic box enjoy the customers' appreciation, and come back again for the second order already.
Wait for your early arranging ,so we could arrange ,so could produce your order soon. Meanwhile let us know what the quantity for telling you the lead time .
Thank you.
索菲修改：
Hi Sam,
Thank for your update.
Expecting to your further instruction.
Ella.
索菲分析：
客户已经在邮件里提及他会下单，并且会相应告知细节。那么就不需要在邮件里再次提及。
Ella的书面英语很一般，所以更不能想到什么说什么，也不要一开话匣子滔滔不绝。要尽可能长话短说。
到5.3号客户还没回复，于是Ella进一步跟进。
Hi Sam,
How are you ? Our one customer will ship the xx order next week ,as now we just produced a part of xx ,we will finish all next week as now we have added more machines for production.
Attach our packing detail for your see .
If you would like me to check now the plastic box shipping fee that go to Spain of Barcelona port ,please let me know .
Thank you very much !
索菲修改：
Hi Sam,
Greetings.
Any updated news from you?
Ella.
索菲分析：
客户越没动静，越要沉住气。
像原文中订单的细节八字没一撇，就要查询运费了，显得很着急拿单。
5月4收到客户的回复：
Hi Ella,
Could you please tell me the price for 100.000 separate box, and send me the technical data sheet.
5月5号 Ella的回复：
Hi Sam,
Thanks for your quick reply.
Non-xxis 0.058$/pcs . 50Kpcs/carton box ,so 20cartons for 100,000pcs
B is 0.0539$/pcs . 5.2Kpcs/carton box , so 21cartons for 100,000pcs .
The filter lead time is about 10days .
The attached is the technical data ,and box pictures for you review.
If you need check samples ,we will provide. Waiting for your early reply .
索菲修改：
Hi Sam,
Thanks for your details.
EXW Non-xxis 0.058$/ PCS . 100,000pcs will be packed into 20 CTNS. 5K PCS/CTN.
EXW B is 0.0539$/pcs. 100,000pcs will be packed into 21 CTNS. 5.2K PCS/CTN.
Lead time is about 10 days. Kindly see attached your required technical date.
Please further advise.
Ella.
索菲分析：
1）这一段最重要的问题就是价格没标注好条款。是FOB还是EXW.后续给自己带来麻烦！
2）价格可以highlight标注出来。箱数和装箱数量也是。这样一目了然。原文中第一款装箱数量错了。是5k而不是50k
3）既然客户要求技术参数，建议是可以把两款报价一起列到报价单去，以正式报价单的方式给客户，并注明有效期。
4）客户并没有谈及样板。在客户已经确认下单数量时，先把单子谈下来。再谈安排样板，不然一切可能回到原点：寄样-不符合-重新安排寄样。寄样-等快递-跟进-符合。这中间得去掉多少时间。
4天后， 5.9号Ella 继续跟进：
Hi Sam,
There is none emails received from you these days. And sorry for my late follow up as last weekend.
I am a little busy for shipping customer's cargos as the attachments.
Is there any more question for the last email I sent on 4th,May ?
We have met times before when you are in China ,Sam please rest assured and I will monitor well the quality confirming and safe shipping for you. We know for years .Quality is the same as the previous.
索菲分析：
说实话，不是很懂要表达的意思。那更何况客户了。
想突出很忙，是旺季？要尽早确认订单？
还是想表达认识多年，会严格把关质量，不必过虑？
简单提醒客户，这样就足够了。不要给客户太大的压力，觉得你在逼单。
索菲修改：
Hi Sam,
Friendly reminder on 9th May.
Ella.
到5.17号Ella再发了一次邮件：
Hi Sam,
Hope this letter find you well .
Christmas season is approaching. It seems that this year, some customers has ordered it in advance.
This year's business is different last year .Like xx Company are ordering the integrated type xx for the second time too.
MOQ is small ,but some are ordering by containers .
Kindly keep us informed about your thoughts . More detailed offer will be updated accordingly .
索菲分析：
我的建议，到现在可以直接给客户打个电话。简单寒暄下直奔主题，问问之前提及的订单，还需要核实什么细节吗？
再把报价重发一次。而非风马不相及地提起今年需求量很大，给客户造成一种你们很忙的感觉吗？
索菲修改：
Hi Sam,
It's been a while since we touched base.
I am attaching again herewith the offer for your approval.
Ella.
5-23 客户的回复 ：
Could you please tell me the xxr's size, we want to be sure about the compatibility with our plastic box.
5-23 Ella及时回复和跟进：
Hi Sam ,
Glad to hear from you ! How are you ?
Our box is common size for USA common cups. The size has 50mm and 44.7mm ,see the attached pictures for check .
We always provide the common size for customers ,unless someone has special instruction for customized size ,then we will do the customized size .
What is your filter size ? and What's size of your box? We can adapt the size as your request to meet with your box
Meanwhile ,does our box reach your expectation ? As we have gave out very good price of box for you ,and its material is xx that meet with your request too .
Any more information ,kindly let us know too by returned email .
索菲分析：
看哭。太啰嗦。一旦客户回复，启动话痨模式一般。
要沉住气，并且这个邮件的关注点是XXR型号的尺寸和兼容性。
也证明客户对技术参数方面要求很严格，很谨慎。
索菲修改：
Hi Sam,
Glad to hear from you again.
Box size are respectively 50mm and 44.7mm, please see attached the pictures.
We can adapt the size as per your request. Kindly let us know your required filter and box dimensions.
Thank you.
Ella
5月25 客户的邮件：
Please send us the invoice for 100.000 xx with the FDA certificates again if is possible in PDF file. You told me your delivery time is ten days right?
感谢这个客户的耐心。客户要求出PI. 并且再次确认货期是否10天。
Ella欣喜过头，回复了以下邮件：
Hi Sam,
Thanks for your always trust ! Now the lead time is quite busy as this year's xx business is up . Currently our domestic also sell the plastic box already.
If urgent, please let me know ,I will apply for finishing the filter in one week for you after payment.
The attached is xx certificates and Invoice for 100.000 xx in PDF file
After arranging ,please kindly send me the bank slip .Thank you.
Kindly note : The attached's back information is the only available account .
索菲分析：
1）这个邮件客户的关注点就是货期。如果能满足，直接确认就行了。不需要兜圈子说目前虽然很忙，但你急，我7天给你赶出来。赶货真是不推荐作为吸引客户的卖点。工厂的生产，从备料，上机，到后期的包装，质检，程序那么多，赶货你真的保证得了吗？要留有余地才好。
2）最后一句真是自找麻烦了。身为SOHO. 如果PI抬头和银行账户抬头不一致，客户没留意，没质疑，为何要多此一举去揭短。
索菲修改：
Hi Sam,
Please see attached the PI along with FDA certificate.
Confirm that lead time is 10 days.
Upon receipt of your payment, we will start with the production immediately.
Ella.
5-25日客户的回复：
Please help me with size, weight and number of boxes.
5-25日晚上11:42分Ella的回复：
The carton size is 48*48*50 ,9.8kg/ctn ,20000pcs/ctn. So 100.000 xx ,total 20cartons .
5-26 零点18分客户的回复：
Please modify the invoice:
To: xx
Atn: xx
Email: xx
Please note that the name of the company in the invoice has to be the same in the test report is ok, right?
客户发觉到测试报告中的公司名称和发票中的公司名称不一致。
请看Ella的回复：
I just modify the invoice with the information you request .
I am attaching 2 invoices, one is with the company's head the same as the test report,another one's head is the same as bank account's name . So , you can choose the right one as the final Invoice .
Sam ,does the test report you need to send for customs when shipping ? If so ,please use the invoice with the company head "zhejiang xxx Co.,ltd "
Kindly note :
HONGKONG xx .,LIMITED--the company is our agent for payment only ,that is its function.
Any more question or infor ,please do not hesitate to let me know.
Thank you .
索菲分析：
她还给自己补刀，和客户提及发票中的公司名称和汇款账户的名称也不一致。还说附上2个发票，一个是报告抬头和发票抬头一致的发票，一个是报告抬头和银行抬头一致的发票。
这不是纯心困惑客户吗？为何不全部统一一致呢？按照文中提及的，是完全可能做到一致的！
离岸银行账户和发票本来就要一致。不然客户质疑也是正常的。而如果测试报告，做不到一致。可是取得工厂授权，再按照你的抬头报备一份。不然当客户不解时，和客户解释是因为两个法律体，或者工贸不一体。一句带过就好。
索菲修改：
Hi Sam,
Please check the revised invoice and further advise.
Ella.
5-26 凌晨25分客户的回复：
I have another question, is the price FOB?
5-26 Ella凌晨1点回复：
It is Factory price ,not Fob . If Fob ,add more 200 dollars only for total 20 cartons box.
索菲分析：
1）直到发给客户形式发票，还没标注好价格条款。真是太大意！
2）而在客户已经都要求出发票了，突然多出200美金。客户是很难理解的。事已至此，为何不核算好利润，看看能不能把这200美金减免掉，或者到时再把一部分算到本地费用里。
3）在已经和客户有互动的报价时，报FOB价格要注明装运港口。
接着客户的不回复，Ella 连追加了几封邮件，我列举当中一封：
Iam very cherish our cooperation and you choose me . May I know your port of loading ? If the port is near us such as Shanghaiport, I will apply for you tomorrow whether we ship to your forwarder is for free or a discount .
If the port is not near us such as Shenzhen port ,then I will check again with your forwarder to see whether can cut down shipping fee . I am Chinese ,and for trading business for over 4 years ,SO quite familiar with how much of the sea freight exactly base on the packing volume .Wait for your reply soon.
索菲分析：
此时的Ella已经阵脚大乱。语无伦次。提及自己做外贸4年，又提及自己很通晓运费报价，又追问客户要求在哪个港口装运。
其实装运港都是就近选择的。如果不是客户要求，难道会选离工厂不相及的港口去装运吗？
从5.26号，客户开始和她断片。失去联系。
电话不接，信息不回。
而Ella还在继续邮件跟进：
Hi xx
How are you ? I just tried to give you a call ,then send you message on Twitter. As these days ,there is not any message received from you.
We are wondering ,is there any more question or information we do not say clearly to you ? If so ,pls feel free let us know.
Thank you.
可是这封邮件后的跟进邮件，Ella收到了退信通知。
除了客户信箱满的原因，很可能是客户把她拉黑屏蔽了。
从这个案例，小结一下：
1）客户和Ella之前认识，并且有合作过的。下单数量，要求明确，意向是很大的。可是案例中Ella把自己的弱点一步步摊给客户看，客户不会觉得这是开诚布公，而是会觉得Ella心思过重。
2）不知道大家有没有研究过钓鱼。看起来胜券在握的单子，就像已经钓到鱼了一样。可是鱼是会脱钩的。脱钩的原因在哪里呢？
钓具问题。就像案例中的硬件条件一样，开展SOHO, 要学会把客户质疑的方方面面处理得当。而报价的不专业，也是硬伤。
提竿过早。客户都还没确认细节，为何急着报运费？客户需要时间确认和落实，为何急着逼单？
提竿用力。给人不透气的跟单，只会让人心生畏惧。有经验的外贸老鸟，一和客户打交道，就知道拿捏火候。什么时候应该下点力，什么时候该给客户空间，都是要了解清楚的。在案例里，还没等客户回答上个问题，Ella已经抛出下个问题。
Your client will just be busy with their everyday work. The reason they're not getting back to you right away is usually because you are asking them to do more work. 这句话是我一个客户和我说的，和大家分享。跟进客户是索求，你越索求得频繁，索求得紧，人家感到压力，从客气回复你，到敷衍你，到置之不理你。跟进客户是一门艺术，尝试把客户为什么不回复你，转换成客户凭什么要回复你的角度去思考，或许你可以看到自己的跟进中存在的问题。
3）函电的赘述和不专业。客户是哥伦比亚的，母语并不是英语。案例中的很多英语表达都是中国式英语。并且太长篇大论。函电讲究的是简洁和明确。
要记得打动的是真诚/易懂的内容，而非太花俏的语法。不同国家的客户，回邮风格要随之更换。
千万别对着母语非英语的客户，尤其中东/南美客户，说复杂的长句。能一句话说明的，别绕来绕去，用高级句型。
适当的时候，可以切换成他们的语言来沟通，你会发现，原本以为很沉默寡言被动的客户，看到自己的语言，变得积极主动起来。
希望此案例给予到大家启发。
