【我的外贸故事】不离不弃一年半，客户终于下单了！

这其实是我讲的第8个“ELISA和客户的故事”，也是迄今为止我跟客户“谈恋爱”最长的一个，希望小伙伴们看完能有所收获。

本文大纲：
1）申请寄样失败
2）跟客户交心
3）寄免费样品，成为备胎
4）备胎上位，成功转正

客户简介：Kevin, 英国。一个刚开始连发免费样品的机会都不愿给的“高冷男神”。

1、申请寄样失败

收到询盘：

入职八个月后，收到一封来自阿里的询盘，我随即给了回复(略显稚嫩)：

Hi Kevin,
This is Elisa from SJ.
We got your request on alibaba about 35mm 6pcs smd5050 pixel led. 12v/24v, I think we can help you.
Three different cover styles here for your reference.
(不同类型的产品图片)
They are all in good sale.
okay for you? which style you prefer?.....
If more details, pls contact me freely by skype, whatsapp, or email.
Looking forward to your kind reply.
Best regards
Elisa

小结：其实我犯了一个严重的错误：客户的邮箱后缀是公司的，我没有在收到询盘的第一时间就先对他和他的公司进行分析，就贸然回复。事实证明，不了解客户之前的一切回复，都是在瞎耽误工夫。知己知彼，才能百战不怠。

客户的回复：

但是，他还是回复了我，邮件里还带上了签名。

Hi Elisa,
I am interested in these, can they be supplied with different length tails on them?  Are you able to send me one or two as a sample for me to test?
Regards,

我的回复：

Hello Kevin,
Thanks for your kind reply.
Yes,the wire length can be customized.
Free samples are available.
We can supply one piece of each style for your reference (3pcs in total), only charge $25 shipping fee for them by DHL.
okay for you?
If yes, pls kindly tell me:
1> your shipping address &phone number
2> how long you need for the tails?
3> waterproof connector or not?
4> do you have your own control system to work with?
Thanks!
Kind regards
Elisa

小结：这里又犯了一个错误：在还没建立信任之前，一口气问太多问题，而且急于求成，容易招致客户反感。

意料之中，他并没有回复。4天后，我跟进了一封邮件：

Hi Kevin,
Elisa again.
Attached is the invoice for your sample order, pls kindly check.
*3pcs 35mm 6leds pixel led/  24V/ non-waterproof connector
*Qty: one piece for each style (3pcs in total)
(产品图片)
I read your company website seriously (zllpmyyxxx________ok_i-y),
so I guess you may have your own control system, because you are so professional in this field.
If you have your own DHL account, we can ship the samples by freight collect.
okay for you?
Kind regards
Elisa

小结：客户不回复之后，我反思一下自己，开始试图通过他的网站了解更多，并进行了简单的猜测，希望能建立互动。


客户的回复很扎心：

Hi Elisa,
I have some samples coming from someone else, so don’t think I will need these now.
Regards,

言外之意：我已经收到很多别人寄来的样品了，你就别发了，没必要。

2、跟客户交心

接下来，我一直保持着30天左右的跟进频率，这期间能用的跟进套路基本上都用上了，包括：

1）推荐新产品
2）产品升级后的市场反馈信息
3） 同类客户的产品需求
4）产品价格更新
5）热销产品的折扣
6）新发产品的免费试样
......

终于，4个月后，我收到了客户的第一次回复：

Hi Elisa,
Thanks for info, how much would it cost for a box of samples of all the different items you produce?
Regards,

我的回复是：

Hi Kevin,
So glad to get your mail again.
I gave you two solutions about the samples, please see attached invoices.
1> for better testing, one chain of each item
2> one piece one item with free charge
Need charge shipping fee for the both, hope you can understand.
By the way, we also have some other similar items with market.
Here is the link of our website: xxx_**_okg, please have a look first if necessary.
Which solution you prefer? or other sizes,please?....
Best regards
Elisa

怕自己没表达清楚，我接着又跟进了一封邮件：

Hi Kevin,
Elisa again, hope not disturb you.
May I get your idea about the two solutions? or better solution, please?
I think you may need items with small diameters, please see attached photos with 30mm 3LEDs.
17mm, 26mm, 30mm, 35mm, 38mm, 40mm, 45mm, 50mm, 60mm....
they are all items in hot sale, different styles in each item.
Could you tell me which item you prefer? I'll show you more details if possible. Thanks!
Best regards
Elisa

客户的回复是：

Hi Elisa,
Are these all individually addressable?  We tend to used simple RGBW sets of lamps that are all controlled and the same.  I don’t need to control them all separately, but need them to all be the same and controlled from a single controller, like I might with standard LED Tape.
Hope that makes sense. 
Regards,

然而，在我按他要求报价之后，客户跟我说：

Just asking the question at moment, it isn’t a definite requirement yet.


小结：虽然这次我并没有得到订单，但是通过此次的交流，我了解到了客户的真实需求。以后可以更有针对性地进行推荐，不会再像以前那样“乱投医”了。

P.S: 多让客户说话，你才能了解他更多。

趁热打铁，我的回复是：

Thanks Kevin!
I have checked your website many times, I think you also need high quality led tapes.
4oz led tapes are widely used on the stage.
Actually, we have many good customers as you in the UK.
If  there is anything I can do for you, please don't forget me. I'm always here.
Kind regards
Elisa

他回复我说：

Hi Elisa,
Yes, we use a lot of LED tape, more than anything else really.  We buy from a UK company who spends a lot of time making sure colour temperatures between batches match up.  Is this something you do?
Regards,

小结：看到他的回复，我终于知道他一直不理我的原因了：原来他有一个合作多年的本地厂家，而且从他的话里可以感觉到，他对这个厂家很满意。最让我的兴奋的是，客户终于跟我交心了!

我的回复是：

Hi Kevin,
Nice weekend! Sorry for my late reply.
Regarding colour temperatures, mostly we do colour temperatures according to customers's required.
Throughout all customers in the UK, you all need high-quality tapes with strict parameters.
so, we have confidence in ourself to meet your requirements as well.
If possible, please give us a chance to prove that. maybe samples first?...
Thanks a lot!
Kind regards
Elisa

再之后，我发的邮件就都石沉大海啦！


3、寄免费样品，成为备胎

有首歌是这样唱的：“终于等到你，还好我没放弃。”用在这里，再贴切不过了。

因为，从2017年6月10日到2018年9月4日，差不多一年3个月，我终于等来了他的又一次回复。

我们公司出了一款新产品，刚好能满足他的要求。于是，我给他写了一封邮件：

Hi Kevin,
How are you?
I'm writting to recommend you another newest led tape with GS2808 chip, specification as attached for your reference.
To be honest, few manufacturers can make it by now.
30LEDs/m, 60LEDs/m, 144LEDs/m for optional.
The cooper thickness is 3oz, and they can be powered one side without voltage drop, no need custom it with 4oz for stage use (产品图片)
The sooner you use it, the sooner you open a new market. This is really a good chance especially in the period of busy season's coming.
If you want samples, I'd like to send you for free.
Kindest regards,
Elisa

他的回复是：

Hi Elisa,
If you want to send me any samples of anything you make, free of charge I am happy to receive them and see how we can use them in our work.
Regards

然而，梦想很丰满，现实太骨感。

原本想着他收到之后很快就会下订单给我，最起码有个反馈吧，让我当个备胎也行啊。哪曾想，等到样品收到的N天后，没有收到任何他的消息。

中国有句话叫：“吃人嘴软，拿人手短”，再加上我跟他联系了这么久，又答应无条件发送免费样品，他总得给我点“回馈”啥的吧？

于是，我写了一封邮件：


Hi Kevin,
How is everything going? We spent 3days holiday but back at work today.
I think you have finished testing for all the samples we sent, any updates or comments, please?
As I know you are professional on led tapes, that's why we're keen on doing business with you.
If something good advice you can provide, that would be much appreciated.
Best regards,
Elisa

但是，他并没有理我，我只收到了“已读”的回条。


一个月后，我又写了一封：

Hi Kevin,
How time flies! One month has passed since you received the samples.
I think you have tested all of them, something updates to me, please?
As well as you are professional on led stage lightings,
is it possible to provide us with any suggestions or comments on our products?
We are trying to make our quality, service and price meet customers' requirments perfectly,
so your advices are very important to us.
Best regards,
Elisa

这一次，终于....
Hi Elisa,
Not really had chance to try anything out I am afraid, been very busy and had a holiday as well.
I am currently looking for a price on 24v Warm White LED tape.  Can you price me please for some, non-waterproof, and we have also bought it in the past with clear heat shrink on it, can you price this as well please.
What would be your timescale for delivery?
Regards,
Kev

而且，还带来了一个好消息。他在找的这款产品，是我们的热销产品之一。

当即，回了邮件给他：

Hi Kevin,
So glad to get your new enquiry.
Please find attached quoation including two options.
1) standard 2oz copper thickness: 10mm PCB width
2) cusotmized 4oz copper thickness: 12mm PCB width
It was designed by one of our my customer in the UK as well, who is in the same market of stage lightings with DMX control.
30LEDs/m is also available, or other customized items.
In additional, attached video with warm white 3000K for your reference.
Normally, the delivery time is around 7-10working days.
Could you tell me how many meters for your order, so that I can confirm all raw meterials and let you know the specific delivery date?
As well as colour temperature requirement, please?
Best regards,
Elisa

他的回复是：

Hi Elisa,
I like 4oz, bit more robust and better for power.  What would it be for 150m?  60/m
Regards,
Kev

小结：他终于不再和我东拉西扯了，我终于收到了有具体数量的询价，而且是实单。

P.S: 如果有和他同类型的合作客户，那么那个客户的一些非常规要求，也很可能是他所需要的。所以，回复中我才提到了2oz(常规款)和4oz(定制款)。

4、备胎上位，成功转正

我的回复：

Hi Kevin,
Thanks for your fast response.
I confirmed all raw materials, no stock for this customized PCB, so it have to be charged $100 for that.
(a small discount for you, normal is $150)
Detailed quotation as attached.
The delivery time is 10-12working days at longest.
Another thing is:
each 0.5m has one logo with "SJ", would you like yours "**" instead?
or no need any logo?
Best regards,
Elisa

接下来的往来邮件：


Hi Elisa,
What would it be to go with the 2oz then for now, or do you carry a 3oz in stock?
Regards, 
Kev

我的回复，给他适当地提了一下建议：

Hi Kevin,
If 2oz, standard one no need any extra fees, and we have stock of raw materials for PCBs.
The delivery time is within one week at longest.
Concerning 3oz, sorry, still no stock for this.
In my opinion, 2oz is ok for stage use with 24V, although 4oz or 3oz is better option.
This is our first transaction for small trail order, the first thing is to check the quality, and make sure if it's suitable in your market.
For this, 2oz is the best and most affordable option.
What do you think?
Best regards,
Elisa

客户接受了我的建议：

OK, price me 2 oz, 60LED/m 24v Warm white, non-waterproof and with a heat shrink please.
I would need 150m.
Regards,
Kev

最后，我按要求发了PI:

Hi Kevin,
Thanks for your trust and support very much!
Kindly find attached PI for this order.
Note:
1) 1m with clear heat shrink you required for free charge for your reference.
2) this order with our logo "SJ" on each 0.5m, while it will be changed into yours in the next order if you want.
3) shipping cost is a bit expensive than this month, because your order will be shipped next month with higher freight.
Please send me bank slip as soon as you finish the payment.
If necessary, I'd like to arrange your order to make production in advance, but it depends on you.
Any problems, please let me know. Thanks!
Best regards,
Elisa


客户没有再回复，又刚好赶上第二天周末。

周一我又跟进了一封邮件：

Hi Kevin,
Good morning!
May I get any updates on this order, please? Could I arrange to make production in advance today?
Best regards,
Elisa

收到了客户的"定心丸"：

Hi Elisa,
Just got into work and hoping to get things sorted.  If you can wait till I get payment organised and I will contact you.
Regards,
Kev

当天晚上10点，收到了客户发来的付款信息：

Hi Elisa,
Payment made. Can you check your end.


兴奋之情，无以言表。

从2017年2月份收到询盘，到2018年10月份客户正式下单，整整一年半的时间，他终于下单了！！！

就好像经历“九九八十一难”最后终于追到了那个一直对自己爱搭不理的男神，那种感觉，简直爽爆了~~

再然后，就像我曾经在微博上说的那样，我成了那个“有订单就先问”的人！

原文来自邦阅网 (52by.com) - www.52by.com/article/35568