客户背景介绍
Alex，法国客户，经两位前同事经手，从前期下单情况来看，并不具备大客户的潜质。2016年同事C跟进，下了张几十美金的小小订单；C离职后，于2017年交于同事D，下了一张300多美金的小订单；2017年11月，D再次离职，Alex由我负责。
1、第一封跟进邮件应该怎么写
Hello Alex,This is Elisa from SJ,who is taking over D's work from now on.Knowing from yourprevious emails, we got you have ordered twice:1- SJ-359-24V, 55pcs(purchased from C)2- Aluminum profile,12pcs+1pcs (purchaed from D)Also, I got more fromyour Facebook link:
Best regards,Elisa
小结：不知道小伙伴们对于老同事留下来的客户都是怎么跟进的？我的跟进方式是：先把之前的来往邮件全部看完，列出客户已下单过的所有产品，并对于特殊要求做相应记录；找出老同事跟进不到位或薄弱的地方，以此为切入点，告诉客户后续我接手之后，会有一个跟进升级版。老同事跟进中好的方面会延续，而不好的方面会有所改善(切记：一定不要在言语中透露中贬低老同事的意思，以免引起客户反感)。有些老同事在职多年，与客户的关系已不仅仅是合作关系，双方早已过了磨合期，并在一次次的合作中积累了很高的信任度，新接手的业务员想要超越老同事在客户心目中的位置，当然不会是一件容易的事情。这封邮件之后，客户没有回复....
2、二次跟进，迎来新询盘
三个月后，我再次跟进：
Hi Alex,This is Elisa from SJ， how are you?Three items led stripsfound in your website, details as below.Fortunately, we areprofessional on digital led strips with IC in LED, and we have many manydifferent types.- sk6812_5050- sk6812_3535-sk6812_4020- sk6805-2427- sk6822- sk9822/APA102C- ws2813.........Through your website,you are strict on the quality control, what is our purpose also.I think it's possiblefor both of us to do more business together in the future.Looking forward toyour reply soon!
Best regards,Elisa
这一次，客户只回复了一句简单的：Hi Elisa，Many thanks!三个月后，意外收到客户的新询盘：
Dear Elisa,I need please VERYURGENTLY your best price and delivery time for the following :- 200 meters aluminum profile, diffuser cover, one meterper piece, (for strip led of 12 mm)Thanks for your urgentreturnSincerely
但是这次询价，最后因为交期的原因，未能成交。
小结：
还是那句话，不是每一次的询价都会有成交。新客户如此，老客户亦如此。业务员一次要把这句话深深地记在心里。不成交的原因多种多样，不要想当然地把一切未成交订单原因归咎到价格或自己身上。
3、N次询价之后，终成单
之后，从2018年5月开始，1年的时间里，客户先后数次询价，都因各种各样的原因未能成交。
2019年5月收到又一个新询价：
Dear D，（注意：这一次的称呼，客户叫的是D，而且他把邮件发到了我们领导的邮箱里！！！）I need you to make asimilar product (see pdf attached).I remember 3 years agothere was this product on your website.Can you make that ?
Best regards,Alex
虽然之前的一年间，我们并没有成交，但是几次询价抬头都是Elisa，可是这一次却是D。某种程度上来说，这种“半路上车”的客户，要比自己的“原配客户”难跟进得多。如何给他留下深刻的印象，是新接手业务员必须要思考的问题。客户邮件中已经说明，这款新询价的产品是3年前的老产品，且是定制款，做的并不多。3年前的这个时候，我还没入职，后经过跟工程师确认之后才知道，很多当时的参数现在已经模糊不清，而且电子产品更新换代的频率太高，很难做出完全一模一样的产品。
于是，我的邮件是这样回复的：
Dear Alex,Thanks for your newinquiry...Yes, this one was madeby us a few years ago, but this is the customized item, so we need time tocollect all details and get back to you within tomorrow.By the way, this isElisa, who is keeping following up your future business, and contacted you manytimes, maybe you forgot me. haha. Daisy has resigned for a long time.Any further inquiry orproblems, plesae contact me directly in the future.my email ID: XXX
Best regards,Elisa
小结：
要想给客户加深印象，最笨的方法就是重复重复再重复。一次次地告诉他，你才是那个他以后需要联系的业务员。但几天后，我们还是成功找到了原来的参数资料。然后，客户成功付了款。
4、偶然事件的发生，加深彼此的印象
但是，付款之后，过了一周还是迟迟未到账。于是，我邮件告诉Alex，并请他查明原因。
经过他与财务的再三确认，最后发现：他们用西联付款到香港账户的时候，出了点小状况。后来在大货做好之前，货款终于到账了。
Moring Alex!Good News! We finallygot the payment this morning.The goods will be sentto you before this Friday.I will let you knowthe AWB number soon.
Best regards,Elisa
Alex回复说，so great！
我们之间的第一次合作，算是圆满了。
5、客户好像突然消失了三个月后，我发了一封after-sale service邮件：
Morning Alex!How are you? Hope youhad a nice weekend!Now is After-sale serviceTime!For the order youplaced three months ago, any further updates to me please?As a saying that nonews are good news. Hopefully they are working well now.If you have any newproject, don't hesitate to contact me please. I will do my best.
Best regards,Elisa
然而，并未得到回应。之后的数次跟进，也一直没有得到回复，哪怕是一种简单的"Thankyou!"
小结：
有句话叫：“没有消息，就是最好的消息。”客户回不回复是一回事，但是你发不发又是另外一回事。不管能不能得到客户的回应，只管做好自己该做的每一步。最终你会发现，你做过的“每一步”最后都会给你带来相应的惊喜和收获。
6、“真爱”就这样炼成了
两个月前，客户又突降了一个询盘：
Hi dear Elisa,Can you make thisproject for me quickly please ?LED RGBW simple colorchange. 24 V - CV voltageWATER PROOFI don't want to seethe points of the LEDs.What do you thinkElisa ?
Best regards,Alex
疫情特殊时期，除了接单，还是要给客户传递一些“温暖”的，想问题也要更全面一些。
我的邮件回复如下：
Hi Dear Alex,Hope you are fine, andtake care!Thanks for your newinquiry, and so glad to tell you that we can do.Please see attached PIdetails for your reference.The production time isaround 7-10days or faster.I have to say:The most importantthing is transportation, not stable during this period.The shipping fee isgetting much expensive, and delay thedelivery time a lot.One more thing:The wooden box isneeded and necessary to protect these lights well, because they are too long.Any questions orcomments, please get back to me soon. Thanks!
Best regards,Elisa
不砍价不啰嗦的客户，都是很nice的。
OK Elisa,I'm taking care of thepayment today. Can you answer myquestion about the exact lengths to make ? - Is it possible tomanufacture the exact lengths since the LED strip is breakable every 100 mm ?
Thanks Elisa
第一单付完款之后，客户居然又加了单：
Hi Elisa,1 - Ok no problem butpay attention to the delivery address. Please check2 – I am looking for LEDS that can reproduce the lighteffect of the Eiffel Tower at midnight (see the video) and also an example ofmaterial in photo attachment (Or another product offer me an idea).WATERPROOF 220 V or 24V. Random blinking Quantity 500 pcsVIDEO EXAMPLE :3 - I need an RGBW (orRGB) projector that can be submerged underwater for a prototype water fountain.Controllable in DMX (see example in image) 220V or 24V.4 – I’m confused to tell you thati need additional LED manufacturing. I’m sorry forthat. See the attached PDF for full details.Awaiting your commentsmy dear Elisa.
Best regards,Alex
因客户本身是工程师，对产品要求比较严格。因此生产过程中一些可能引起分歧的地方，我都会以邮件的形式与客户确认，力争做到服务上的极致和客户百分百满意。
Good day, Alex!How are you?So glad to tell youthe first order will be shipped the two days, now we are drilling holes intoaluminum profiles.Here are pictures foryour reference:Two issues here letyou know in advance:1) If it's workable onmiddle for the length, we'll drill the hole in the middle,if it's not availableon middle for the length, we'll drill the hole NOT MIDDLE but in the middleposition with slightly off2) We'll put maleconnector cable on the aluminum profile, but ship you another female connectorcable alone, so that it will be helpful to you to install and connect themtogether.Hope you canunderstand what I'm saying... I'll take more pictures soon before shipping.Any questions orcommnets, please do feel free to tell.Thank you!
Best regards,Elisa
订单刚发走没两天，Facebook上又收到了客户的新询价：
Hello Alex,Thanks for your newinquiry on Facebook.Kindly find attachedquote details for your reference, including 25cm & 50cm length.I applied for a bestprice for any order quantity, but will try to get another discount for futurelarge order.Three more otherissues:1) For sample order:I'm afraid the moldingfee $300 at least has to be charged, as you know our standard is flexibletype,but $300 will be cut from your first bulk order.normally $200 moldingfee for each cusotmized item, but for you $100 as discount.2) For the connectors:as picture below:we'll put it on bothends of rigid bar, it's 6pin connector.3) For the 0.5mmwires:could you tell me ifyou want extra bare wires or wires with connectors?Please get back to mefor above issues, and let me know your any advices.Thank you!
Best regards,Elisa
客户告诉我，新项目是用于巴黎铁塔的。要先打样，样品确认好之后，一旦工程开始，基本每个月都会有订单，数量很可观。然而，新样品又是定制，原本要收取200美金的开板费，后来经过跟老板商量，打了个折，只收取150美金。
Hi Dear Alex,$150 is enough for thenew two lengths, actually they are same.25cm in 12LEDs &50cm in 24LEDsit's different fromthe first solution, 25cm in 12LEDs & 50cm in 30LEDsHope my explainationis clear for you.Let me know please ifany other comments.Thank you!Best regards,ElisaHi elisaI agree, but underthese conditions thank you for showing in your PI (the one in attachment), theSTRIP of 50 cm with 24 LEDs. Include it in this quote.
Thank you Elisa.
目前样品已经寄出，等待客户进一步的反馈。
前两天，收到客户Facebook上发来的前两张订单的工程视频和图片，并收获了他一波好评，“真爱”就这样在一次次的"你来我往"中炼成了！
P.S: 最后说说，关于帮客户申请福利或折扣：
我从来不会等客户主动开口，而是会根据具体情况，提前找老板协商，一如此例中的“200美金开板费降到150美金”。总有业务员会说，客户老说价格高，事实上从来不会有客户会嫌价格低，因为低了还想低，这就是所谓的“买家心态”。可当信任积累到一定程度，当客户下单之时，业务员已经主动帮他申请了一定折扣之后，反倒将了客户一军，让他无法再把"so expensive"说出口。前提是，你做的这件“好事”，你必须让客户知道，并让他心存感激。
（微信公众号：外贸这点事）
