开发信模板：激活好久没有下单的老客户
模板1
By Dr. Mel Luthy, Chief Editor,
We value all our business relationships with customers. We have especially enjoyed supplying your paper needs for the last five years. You understand, then, why we are concerned that you have not placed an order for the last six months. If we have offended you in any way, we sincerely apologize and want to regain your good will. We would appreciate knowing how to serve you better.
We have enclosed brochures of our new fall products. Since we have served you for such a long time, we can offer you prices that compare favorably with the prices on your previous contract. We are confident that both our new and standard products can meet your needs in every way. We hope to hear from you.
模板2
By Dr. Mel Luthy, Chief Editor,
Last year was a great year for us. Why? Because we had the privilege of filling several large orders for you. We have not heard from you for several months, so it seems that you have forgotten us. Did we do something to offend you? Or have you been so busy that you inadvertently overlooked your need to reorder?
Providing excellent service to our customers is very important to us. Since we would hate to lose you as one of our most outstanding customers, reestablishing our rewarding business relationship is top priority. Is there a time that I might meet with you to discuss your concerns? Please call me at 555-5555, and I will find a time that is convenient for you.
Were you aware that last year several of our products won awards for quality and affordability? And that we have a new line of cleaning products that is environmentally friendly, yet powerful? Please take a moment to reconsider whether you want to miss out on the quality products we can provide at such a nominal cost.
模板3
By Dr. Mel Luthy, Chief Editor,
Over the years you have been a loyal Doe customer, and we have enjoyed meeting your office-supply needs. However, we have not received an order from you in over three months, and we are concerned. Is there any way we can improve our service to you? We are aware that during the trucking strike, many of our customers could not get their orders filled quickly. Since then we have taken steps to ensure that every Doe customer receives prompt, reliable service. Will you please let me know if we can do anything to win you back? I have enclosed a copy of our new fall catalog. Call me personally at 555-5555 if I can help.
以下模板由阴阳鱼起草。欢迎交流 .
模板4
Dear xxx,
Very glad to know from your web site, that you are the leading wholesaler of plastic products with most prestigious quality.
To be even more successful, you might look for a very capable & reliable producing supplier. XXX is a good one for you to rely on. We have passed ISO9001 since 2005, and our products has CE certificate.
Our satisfied customers include Dupont, Demag, Weland, Cas, Aliplast. I am very confident that when you work with us, you will have the same satisfaction.
Can you do me a favor? What we should do to apply for & become your new vendor?
Best regards,
XXXX
模板5
Dear John,
Good morning!
I just visited your web site, and know that you are the leading wholesaler in Poland for fashionable gloves, with prestigious reputation for the quality.
You may be happy to find a new reilaible source of gloves with superior quality & Reasonable prices. You can select from an abundant variety of premium quality Jeans with stylish originaldesigns updated every 6 monthes.
Our factory has a capacity of XXXX gloves monthly, probably the largest in China. Since 2009, we have passed ISO9001, and all our products has CE certificate. I attach the certificate images in the next email,please find them.
Our satisfied customers include XXX, XXX & XXX. I am confident that when you work with us, you will have the same satisfaction like them.
To enable you to get a good understanding of our quality and service, we would like to extend a very special offer for your first sample order, with 15% (only limited to the first container).
In the next email, I will attach you the product catalogs. Please tell me what items are more salable for you.
Best regards,
Sam
PS: We are also very capable to custom make for you. Please just tell me the styles you select.
模板6
Dear XXX,
Good morning!
I am very glad to know you from your professional website, you are the leading company in Japan for machine vision system. I also notice that you pay much attention to lower your cost for quality machine vision system. That is where I can be of help.
May I introduce myself to you? I am XXX, from XXXX. We have been in machine vision system industry for more than XXX years. I am confident that we are capable to meet your quality standard, while cutting your cost by at least 10%. Please be sure, we are also very capable to custom produce with your drawings.
To enable you to evaluate our quality, may I invite you to visit our factory?(或者：may I send you a sample?)
Best regards,
XXXX
Re: a reliable veteran Tyre supplier with 20 years professional experience
模板7
Dear XXX,
A good supplier will save you money and be free from trouble. Quality means a lot for a tyre wholesaler like you. To be safe from customer complaints, you may need a very reliable supplier to count on. We are a right one for you.
XXX has already 20 years professional experience in XXX tyre, & XXX tyre. Our factory passed XXXX. Customers like XXXX & XXXX are very satisfied with our tyres for many years.
To let you have more ideas about our tyres, in a separate email, I will send you our testing report by SGS.
We would very much welcome your enquiry, surely you will get our best price.
Best regards,
XXXX
模板8
Re: Lower your cost for baskets purchase by 20% more
Dear XXX,
Good morning!
I am very proud to find some baskets on your website are produced by us. (先建立同客户的关联感）Attached please find some pictures. (证明可信度）
You may save much cost by ordering directly from a manufacturing supplier like us. (给客户的好处）When you make such decision, we would be pleased to offer you our hand for your first time importation, which is rather easy. （打消客户的顾虑）
We have just released abundant new styles of Gift basket/Camping basket/Picnic basket, do you want to have a look at the new designs?
Best regards,
XXXX
模板9
Re: New Energy Saving Iron( 或者其他)
Dear Smith,
Leading companies such as XXXX, now use XXX as their reliable supplier for XXＸ products.
For a cost equating to XXX, your customers will be able to save energy cost by %.
The remarkable XXXX Iron uses (工艺) to:
同客户相关的成果1
同客户相关的成果2
同客户相关的成果3
To test XXX’s effectiveness, you can arrange a free no-obligation trial now, by just replying this email. We will reply you immediately to arrange it.
Best regards,
XXX
模板10
Re: Saving your purchasing cost for quality XXXX
Dear John,
When you next consider your arrangements for XXX products, I would welcome the opportunity to understand your requirements and situation.
Our customer include (XXX,XXX), who have found our XXX is superior in quality while saving them % cost from working with us.
I will send you more detailed information regarding this product in another email. When you receive it, can you please email me your requirement for this product?
Best regards,
XXX
开发信模板：客户产品线已经有本公司产品
当客户已经从竞争对手处购买同类产品的时候，好消息是客户已经有需求，及立即的采购计划。坏消息是，客户可能对于现有供应商很满意，并不要更换供应商，此时杀进去难度很大。而且需要经过客户的反复考验。
大型采购商：
一般大型采购商对于供应商的管理，会有一个主要的供应商，可能采购量达到60-70%，一个次要供应商采购20-30%，和一个第二替补供应商，采购10%左右。一旦主供应商有问题，采购商会迅速培养次要供应商和第二替补，以免出现供应短缺的风险。对于这类的采购商，业务员首先要了解自己公司是否有实力成为该采购商的供应商，心中有数。客户就像鞋子，合脚的才是好的，不是越大越好，以免浪费自己的精力，又搞得自己很沮丧。
如果有这个实力，第一步的目标是成为该客户的10%的第二替补。在此之前客户可能要反复考察你的质量，服务等等。业务员要有耐心，认真对待每一次打样，每一个小单子，都是客户的考验和测试。
要成为他们的第2替补也不容易呢？这初步建立联系的时候，要仔细考察客户的产品，市场定位，市场对于产品的偏好，要求，并考察客户现有供应商的短板，从以下几个方面切入：
1） 不断开发适合市场需要的新品，推荐给客户，如果新品被选中，则可以顺利建立关系
2） 考察客户网站，看看客户的用户对于现有产品的反馈和投诉，试图解决这些不被现有供应商重视或者解决不了的问题，这些应该是客户很关注的；
3） 考察客户销量比较大的款式的产品，研究看是否有方法可以在保证质量的情况下，大幅度降低成本，通过价格吸引客户。
中小型采购商：
相比大型采购商，中小型采购商的数量要小点。有几个情况可能不同，一个就是有可能采购者就是owner本人，当然也有很多是专门的采购经理的；一个就是很多中小型采购商的细分市场定位。比如有的定位很高端，有的很低端，那么，他们关注的供应商资质和产品也是很不相同的。比如定位高端的，会很注重质量，以及产品的差异化。而低端的则更注重价格，对于款式往往是要求最大众化的。
另外，老板本人或者家族成员采购，采购心理同职业采购经理也是不同的。他们更关注实惠，直接让他们看到实惠。而职业采购经理，则同时关注责任的承担和职务的升迁。不太愿意为了降低一些成本而冒更大的风险。尽量给他们提供更多的说明材料，以便他们去说服他们的老板。如果你有产品认证，ISO9000等，他们会觉得他们承担的风险小很多。
这第一封开发信，一定要突出自己的优势，如果你所能提供的同我现有的供应商一样，我为何要费那么大的力气换个供应商？你需要给我充足的理由换你来做。
开发信要开门见山，点出你能给客户带来的好处，并且要有充分的令人信服的论据来支撑你的观点。
推荐新品
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Hi John,
Good morning!
We are a candidate vendor for XXX company, currently we are serving XXXX，XXXX customers (先给2个大客户的名字，最好是同目标客户时同类的。). We have passed ISO9001, and our products has passed UPC certificate. We are very confident that you can rely on us as a capable vendor.
I am writing to introduce a new product to you. This product is targeting 20-29 years’ lady. The sales in XXX market have proven to be very successful. Within only 2 months, the sales have reached 100000 units. I noticed from your web site, that 20-29 years’ lady is one of your major clientele, so introduction of product XXX should be a big sales hit for you.
BTW, we have the samples ready. Do you want to evaluate this new product XXXX?
Best regards,
XXXXX
克服问题
模板12
RE: Hi John,
Good morning!
I just visited your web site, and studied your customers’ feedback on your product XXXX. It sounds that your customers (390 customers remarked online) are demanding to: XXXXX 陈述一下客户潜在的问题。
We have successfully helped 20 customers solved this problem. XXXXX(描述一下细节，给点具体的信息。不要太详细，留个伏笔，下次再联系他)
Very briefly about ABC Company, we have abundant experience serving XXXX，XXXX customers (先给2个大客户的名字，最好是同目标客户时同类的。). We have passed ISO9001, and our products has passed UPC certificate. We are very confident that you can rely on us as a capable vendor.
May you give me a chance to present you more information on this? I will be glad to send you more detailed information upon your consent.
Best regards,
XXXX
降低成本
模板13
Hi John，
Good morning!
We are a candidate vendor for XXX company, currently we are serving XXXX，XXXX customers (先给2个大客户的名字，最好是同目标客户时同类的。). I am writing to tell you, that we are able to cut your cost for XXX item by 20%, thanks to the current break-through innovation on the production process.
The reduction in cost will not in any way influence the quality. We have passed ISO9001, and our products has passed UPC certificate.
What products are you currently purchasing? May I make an offer to you based on these items for you to compare?
Best regards,
XXXXX
开发信模板：询问相关业务的联系人
清楚了客户的兴趣之所在，以及自己公司和产品的优势，研究清楚如何引起客户强烈的兴趣后，就要考虑这封信要发给谁了。找到具体的联系人，会让开发信的成功率数倍提高。
先在google里搜一下“purchase manager, buyer, general manager, merchandiser 等+ @客户网站.com”，如果能直接找到采购负责人的电话最好，如果找不到，就直接搜 ” @客户网站.com”,找到任何客户公司任何一个联系人，再像他们问采购负责人的联系方式，成功率也很高。
新手切忌不问收件人是谁，上来就推销，说一通套话我们是最大的，我们是质量最好的，最便宜的。这些太空洞了，而且没有人会在乎你怎么样，那跟我有何关系。推销会让客户很反感。尤其是收信人并不是具体负责采购的人，看到这样的推销信，直接就删除了，或者报告到垃圾邮件箱里了。
这封邮件的目的要清楚，就是找到相关的采购负责人。客气礼貌地说明来意，邮件可以简短点。
询问相关业务的联系人—已知联系人，不知联系方式
模板14
Re: Hi Mary, can you tell me the email of Mr. XXXX?
Dear Mary,
Hope you have a nice day today
Can you tell me the email address of Mr. XXXX?
I would very much appreciate your help.
Best regards,
XXX
不做进一步说明，这个mary有很大概率觉得这封邮件来自一个已有的供应商或者熟人。如果对方问起来，你是谁，你再可以解释一下。
询问相关业务的联系人—不知联系人，不知联系方式
模板15
Re: Hi Mary, may I ask you for a favor?
Dear Mary,
Hope you have a nice day today
We are a qualified supplier of XXX Company, we can help you to save at least 15% of your purchasing cost for product XXXXX.
May I ask you for a favor? Who should we contact for evaluating this further?
I would very much appreciate your help.
Best regards,
XXX
开发信模板：客户产品线里还没有本公司产品时
如果客户产品线里还没有本公司产品，对于你来说是个潜在的机会。如果是个大客户，开发的周期会很长，因为大公司做决策流程很长，需要不同部门的审批。
从客户的立场来想，当我们不知道这么一个新品的时候，有供应商来找我们。我们会是什么样的一个判定流程呢？
1） 这个产品是什么？为什么我要加入现有产品线？
2） 嗯，这个产品不错。这家公司资质如何？有能力保证品质和供应吗？
3） 他有能力做，价格是否有竞争力？我是否要比较一下其他的供应商？
所以我们初期的目标应该设定为让客户接受这个产品，第二步的目标是让客户接受我的公司。如果客户第一步对产品感兴趣了，此时要及时介绍公司，证明你们有能力提供高品质的产品，保障供应。
第一封开发信需要把新产品介绍给客户，同时，还要把产品的益处，能给客户带来什么商业利益讲清楚。如果有些销售统计数据证明这个产品快速上升趋势的话则最好。
先写一个，欢迎大家踊跃贡献。
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Dear John,
I just visited your web site, and found that you are not offering XXX products to your customer yet.
The sales of XXXX product in your local market grows very fast. The sales are expected to be very hot in 2014.
May I give you a little more information regarding XXX products for your study?
Target: It targets 30-40 years old man.
Features:
Price range:
Landed cost for you:
Estimated sales for you:
BTW, we have samples ready, do you need a sample to evaluate it?
Best regards,
XXX
这封开发信的重点在于让客户知道有这么一款产品，市场上销量不错。产品介绍的侧重点在于便于让客户直观地评估该产品带来的收益，所以一些信息如目标市场价，采购成本，销量等都很有帮助。
开发信模板：利用展会发开发信
我们一直使用integrated marketing. 国外有研究，平均每个客户要触动8次才能合作。业务员如果觉得我发个开发信客户马上就过来同我合作了，因为我是最好的，最大的。那也未免太天真了。即便面对好的产品，客户也要有个接受过程，从感兴趣了解，到调研市场，到比对质量和价格，到拓展可能的销售渠道，等等有很多工作要做呢。那你说，如果客户现在正在采购这个产品呢？是啊，如果在采购，那他就有现成的供应商。只有在对这个供应商不满意的时候，你才有机会，往往抢别人的客户也很难。
所以我们每次展会前都发送大量的邮件给客户。正好也是一个借口，客户一般不反感。如果能去参展，我们展会流量会增大，能当面谈当然成功率要提升很多。如果客户不去，也没关系，他至少了解我们多一次。这种方法宣传既有重点，又有广度。那些到了展会的客户可以进一步深谈，而没有去的客户也加深了一次对公司的印象。公司坚持参展对于客户来说也是一个信心。
模板17
Re: Hi Mike, will you visit the Canton Fair on April 15th, 2014?
Hi Mike,
Will you visit the coming Canton Fair? If so, will you please visit us at: booth XXXXX,
We have plenty of new products to be released then. Please follow the following link to preview the new products. www.XXX.com A % promotional discount is offered on the fair.
I look forward to seeing you there.
Best regards,
XXX
关于开发信，另外有2个贴子：
我整理了一些关于开发信的技巧资料放在http://waimaoquan.alibaba.com/bbs/read-htm-tid-1426222-fid-79.html，
光看理论还不够，这里是给一些网友修改的开发信，附加点评，不断更新，希望可以对你有所帮助。
http://waimaoquan.alibaba.com/bbs/read-htm-tid-1426223-fid-79.html?tracelog=mashang_toutiao
不断有网友问我要所有帖子的地址，今天特抽空整理如下：
客户说你价格高吗？–看阴阳鱼怎么跟客户周旋
http://waimaoquan.alibaba.com/bbs/read-htm-tid-1833852-fid-79.html
阴阳鱼手把手教你如何同客户搞价—–邮件实战案例 http://waimaoquan.alibaba.com/bbs/read-htm-tid-1833864-fid-79.html
给客户一个理由回复你–阴阳鱼再谈开发信 http://waimaoquan.alibaba.com/bbs/read-htm-tid-1706131-fid-79.html
不要让快到手的订单跑了–如何管理你的销售机会？http://waimaoquan.alibaba.com/bbs/read-htm-tid-1706122-fid-79.html
关于谈判给新手的一点建议
http://waimaoquan.alibaba.com/bbs/read-htm-tid-1443823-fid-79.html
阴阳鱼教你如何处理客户投诉问题–有案例？ http://waimaoquan.alibaba.com/bbs/read-htm-tid-1443449-fid-79.html
业务员&外贸SOHO的几重境界: 你在第几重？ http://waimaoquan.alibaba.com/bbs/read-htm-tid-1442574-fid-79.html
开发信模板汇 http://waimaoquan.alibaba.com/bbs/read-htm-tid-1426742-fid-79.html
20年老鸟阴阳鱼修改的开发信 http://waimaoquan.alibaba.com/bbs/read-htm-tid-1426223-fid-79.html
20年老鸟阴阳鱼教你写好开发信 http://waimaoquan.alibaba.com/bbs/read-htm-tid-1426222-fid-79.html
20鸟外贸老鸟告诉你，怎么快速让你的销售业绩翻倍？http://waimaoquan.alibaba.com/bbs/read-htm-tid-1426066-fid-79.html
连载： 开单记–更新至30集（20年老鸟分享，小说体外贸培训课，让你迅速从新手到高手）http://waimaoquan.alibaba.com/bbs/read-htm-tid-1426064-fid-107.html