做外贸，谁还没几个做死的客户啊？
哪怕是外贸界的神级人物，恐怕也没有一个人敢说他所有的客户都从一而终的吧？
可是，对于“一单子买卖的客户”你有用心分析过原因吗？
他为什么不下单了？
是对你的服务不满意还是另有隐情？
今天的这个例子有点儿特殊，因为乍一看他并不算是一单子做死的客户，因为我们压根儿都没有合作过。这是为什么呢？
2017年8月份的一天，收到了一个阿里询盘，内容如下：
Hello Dear Elisa:
My name is ** and we are developing a new ticket checking system in our casinos chain in South America.
We are needing 700 pcs (initially) of the attached led frames (aluminum)
We know that you are proffesional people tha offers OEM and ODM services, this project should be easy for you.
Please review the attached File were you find the design, measures and wavelengths required.
We accept led strips too.
My email is : ****
Please let me know the costs,
We will be more than honored and happy to stablish a long therm business relation ship with you and your steemed company.
Will be waiting for your kind reply and thanks for your time :)
看起来，算是一个质量很高的询盘了。于是我即时回复了消息：
Hi Jack,
Thanks for your kind inquiry....
Per the file you sent, I'm wondering if you want led strips around it?
flexible strip or rigid bar?
According to the size you marked, will need more led strips for one set.
If possible, please add my skype or whatsApp below for easier chat.
Skype: ***
WhatsApp:***
Kind regards
Elisa
这个回复，现在看来虽是不合格的。
但是当时，客户还是回复了。
一来二去，客户讲了他具体的一些参数要求。N封邮件之后，客户确定先打样。
因为是新客户，又是非常规产品，打样之前是要收取样品费的，而当时的我被客户的“甜言蜜语”打动，最终决定先打样后付款。
Dear Elisa:
Thanks!
1- Ok! We will be gladly waiting. :)
2- Ok, please prepare the rigid bars with:
A- The sides wires,
B- Dimmable system (Remote Control)
C- Battery system
D- And 3 control Buttons panel.(Remote Control)
Ready to be assemble in here.
I think you are a little bit confused about the Led Frame size. The maximum size of the frame is 17cm x 10 cm. Is like a Hand Palm size. Is not big. Why don't you sell us the frame already integrated, I'm quite sure is more easy for you, you already have your technicians and machines, we have the money, so....... ;) Efficient business is what we have the opportunity here :)
Dear Elisa, we feel very honored with the chance that you are giving to us to work with you and your huge company, it will be a heart-Joy to work keep working with you.
Thanks!
可是样品做好后，再联系客户却找不到人了。
刚开始的时候他一再承诺样品他一定会要，需要再寄我们一些东西做测试，然后付款。可是等来等去，始终没有下文。
期间跟进过无数次，最后客户彻底失踪，再无音讯。
客户的最后一封邮件截止到2017年10月10日：
Hello Dear Lisa!!
I have been writing to you several times!
Off course we need the samples !!
Shall we send you the Samples of the Paper inks?
Waiting for your kind reply and thanks,
Jack
此后我N次徒劳无功的跟进：
1Hello Dear Jack,
How is everything going with you?
I'm still waiting for the paper inks, when you will send it to me?
Also, please pay the sample order first.
Such a nice person as you, I trust you had something more important to do, so delayed the payment and paper inks.
This project has been delayed for a long time.
Anyway, please take a moment to complete these things.
Thank you very much!
Kind regards
Elisa
Hello Dear Jack,
How are you?
I'm wondering if you still remember me?
The samples are still here, but we haven't received the paper inks from you.
How is your project going? finished? ongoing? or suspend?...
I hope anything you can inform me. The samples have been stayed here for several months.
2017 is nearly ending, let's solve it before 2018!
Thanks a lot!!!
Kind regards
Elisa
Hello Dear Jack,
How are you?
How time flies! Half one year is gone, have your finished your last project?
It's regret that it seems we lost the chance to cooperate with you last time.
You said many times you would send us the samples of the paper inks, but finally you didn't. I don't know why.
Anyway, the samples are still here? If you need, please let me know.
Best regards
Elisa
我一直以为自己看客户的眼光挺准的，这是惟一一次彻头彻尾的失利。
每次看到那个没发走的样品，心里都会犯嘀咕：“怎么就看走眼了呢？”
可是导致看走眼的重要原因又是什么呢？
1、心急吃不了热豆腐
很多业务员，尤其是刚入职的新人，没客户，没资源，都想尽快成单证明自己。原本急于成单的心情可以理解，但是这也是一件水到渠成的事情，急不得。此时的业务员只须放平心态，做好自己该做的即可。
2、对客户过于信任
彼此信任是做生意的必要条件之一，但是也是需要建立在互相了解的基础上。对于一个从未有过生意往来的客户，只因对方的几句“甜言蜜语”就轻意相信他是一个诚实守信的好商人未免太过幼稚。哪怕是合作多年的老客户，都有被算计的时候，更何况还对他一无所知。
3、自己傻得可以
都说傻人有傻福，可是如果把这个“傻”用在客户身上，就会变成一个笑话。
客户说啥都信，他说“有big order” 你相信，他说“过两天给你打款”你相信，他说“以后有订单会联系你”你还相信....
当你傻呵呵地期盼着他再次光临的时候，他已经悄无声息把你OUT了。
记住一句话：客户的嘴，骗人的鬼!
当他说“要下单给你”的时候，那就等他下了单给你之后再高兴；
当他说“过两天打款”的时候，那就等他把付款水单发给你之后再欢呼；
当他说“以后有订单会联系你”的时候，他就等他真的以后联系你的时再信他也不迟.....
跟客户打交道，一定要多长N多个心眼儿。
有些人看似童叟无欺的外表下，没准长着一颗“阴险狡诈”的内心，一不小心就会被他绕进去。毕竟商人是无利不起早嘛。
有利益横在中间，可以交心，切勿太过走心，最起码也要先保证在自己的利益不受侵害的情况之下。
