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Unit 1 Establishing Business Relations 1. Self introduction Dear Sirs, This is Water from SHV Company. I’ve been working in DVD field for more than five years. Hope that I can serve you with my professional experience from now on. Please feel free to study our offer as below. First of all, I would like to introduce you some information about our factory. SHV Company is a professional manufacturer in producing Portable DVD Player, covering 7’, 8.5’, 9’, 10.2’. And SHV got the supports as below. Staff Number: over 300 Production lines: four lines Monthly capacity: 60,000pcs Quality control: FCC, CE, EMC, CCC, RoHS Factory management: ISO 9001 International Quality Management System and ISO14000 International Environment Management System Markets: xxx from Spain, xxx, xxx from Italy, xxx from Germany, xxx from Ukraine, xxx from Bulgaria, xxx from Russia, xxx from Israel, xxx from Iran, xxx, xxx from India, xxx from Middle East, xxx from Paraguay, xxx from Panama, etc. Now I would like to offer you the fast sale item with best price for your reference first. Model: Item A701, 7’ swivel screen with TV tuner, USB＆Card Render Offer: FOB Shenzhen US$50 MOQ: 1000pcs Samples and more information are available for your study anytime. We appreciate your kind reply soon. We are looking forward to our cooperation in near future. Best regards, Water Notes 1. 第一次主動聯系客戶，介紹自己在行業(yè)內的經驗和成績。讓客戶產生信心。 2. 介紹公司的產品和實力，以增加客戶信心。 3. 根據客戶所在國家目前銷售產品的情況，向客戶推薦適當的產品。 4. 報價時要包含產品的重要信息。比如產品的主要功能，報價條款，價格，訂單起訂量等。 5. 最后，提出合作的愿望。 2. Contact customer after the fair Dear Sirs, Thank you for your kind visit at our booth 3.2F18 during Canton Fairs. This is Water from SHV Company. I hope you could feel free to study our offer about Portable DVD Player. SHV Company is a professional manufacturer in producing Portable DVD Player. The products are spreading the countries and regions including Asia, Europe and America, products covering 7’, 8.5’, 9’, 10.2’. We’ve been investing US$38 million to set up a high-tech industry zone named SHV Technology Co., Ltd in Zhejiang Province, which covers 82000 square meters and 200000 square meters of building. With our strong R＆D and workmanship. Believe we can become your good partner and friend. According to the memo during Canton Fair, we would like to list the following offers for your record. Model: Item A903, 9’swivel screen with TV tuner, USB＆Card Reader Offer: FOB Shenzhen US$50 MOQ: 1000pcs Samples and more information are available as requested. We appreciate your kind ideas about our cooperation.. We are looking forward to our initial cooperation soon. Best regards, Water Notes 1. 參加展會是很多公司選擇推廣產品的一種很重要的方式。在展會之前，通常都要向所有的老客戶和潛在的客戶發(fā)邀請函。這也是向客戶展示實力的一次機會。通常邀請函都會做成圖片的形式，方便發(fā)送給用戶參考。內容包括：參展公司名稱，參展日期，展位號，主展產品等重要信息。 2. 展會之后，聯系客戶時提及展位號，客戶更容易憶起自己。 3. 開門見山地說明自己銷售的產品，容易抓住日理萬機的客戶的注意力。 4. 簡短的公司和產品介紹可以讓客戶在短時間內熟知自己的實力和優(yōu)勢，以拉近合作的距離。 5. 根據展會上的筆記，總結并正式向客戶報價。 6. 最后，提出合作的期望。 Dear Claus, It was nice to meet you in Hong Kong, and hope you had a good trip. Thanks for your kind visit to our showroom. It’s a little pity that your schedule is so tight. If possible, we’d like to invite you to our office next time and show you around our three factories. The follows are our meeting memo for your reference. For 5.1CH standard DVD player, US$21 DivX version, add US$1 per set Nero function, add US$0.5 per set For DVD-T and new project MD-2720, it is still under consummating. When it is completed, we’ll inform you immediately. Also we’ll arrange DVD-591/DivX-592 sample for your test. Even though we met a lot of problems by first cooperation, now it’s OK and the second container will be dispatched next week. I think we can run more smoothly by the following days. Both sides know each other better. And also we learn a lot from your professional, cautious and serious working style. I do hope you could share some of your proposals of our next step cooperation. Your ideas for our whole year plan will be helpful. Please try to offer me some minds, we’d hope we could expand our business, work more strategically, and support you by our best service. Best regards, Aaron Notes 1. 客戶通常都會參加展會，一方面是考察現有的供應商，面談為了訂單的計劃，落實新訂單的價格或者跟進進行中的訂單情況；另一方面獲取更多的產品信息，包括市場新價格，同類產品新的供應商等。 2. 展會后，對與客戶面談的內容進行總結，主動給客戶發(fā)會議記錄。 3. 再次提及洽談的內容，更為詳細地說明這些內容的具體情況。特別死關于樣品或者訂單進行的時間等方面的確定。 4. 進一步充實內容。包括對彼此之間合作的評價以及對未來的展望，還有對客戶的操作方式的了解等。對問題點到即可，重點是展望合作和服務質量的改進。 5. 提出自己的希望，同時也提醒客戶，隨著合作的深入，將來可以為客戶提供更優(yōu)質的服務，以增強客戶的信心，這樣可以加深合作。 3. Enquiry from customer Dear Julia, I hope you are doing well. My name is Marcelo. I represent R＆S Corp., from Buenos Aires, Argentina. We met each other at the Las Vegas’CES, last January. At that time we talked about your products. Actually we are WalMart’s Argentina traders, relating to DVD, DivX, DVD Recorder, Portable DVD and LCD TV. I remembered that during our meeting you informed me about some prices that were suitable for us. So, as this moment, I’d like to know your quotation of prices-FOB China-of the following articles, for WalMart’s Argentina. DVD 5.1 full size DVD 5.1 1/2 size with display DivX 5.1 full size DivX 5.1 full size with USB This request is for WalMart’s order, which will be around 20000pcs of each article. Please, I’ll appreciate you will send me your products pictures and price. If those are different from the catalogue you gave me at the CES, or just let me know which catalogue’s articles you are quoting. Please answer me as soon as possible. Thanks a lot. Hope to hear from you soon. Best regards, Marcelo Reply to the above Dear Marcelo, Thank you very much for your kind enquiry to us. Your detailed company and market information impressed us deeply. Glad to see that there is a chance for both R＆S and Mizida in entering into some projects cooperation in near future. Further to the enquiry, we would like to make you the offer as below. Photos are as attached. DVD 5.1 full size, DVD-592, US$21, if with DivX, US$21.5 DVD 5.1 1/2 size with display, DVD-558B, US$20 DVD 5.1 full size with USB, DVD-602/561, US$23 The whole offer is upon FOB Shenzhen price. And base on your potential quantity 20000pcs per item. Wish they could meet your request. We are ready to provide more information and samples as requested. We appreciate your comments and looking forward to working together with you soon. Best regards, Julia Notes 1. 展會之后或者是從互聯網推廣聯系得到的客戶，在一段時間內沒有訂單，一方面說明由于市場銷售和客戶的推廣計劃等原因，在當時確實沒有訂單需求；另一方面說明客戶當時已經有較為穩(wěn)定的合作伙伴。但往往客戶也會將同等的供應商列為參考對象，當有合適的產品或者新項目的時候，客戶將會主動聯系。所以需要不間斷地跟進，比如價格更新，產品更新或者是信息交流。 2. 分析客戶的郵件。郵件中客戶陳述說明相識于何處，客戶的公司和產品介紹以及銷售的場所，還有關于產品的規(guī)格等較為詳細的要求。這類有實質性內容的郵件，說明合作計劃往往較大。 3. 回復郵件要根據客戶的市場特征，訂單數量，價格要求等，推薦最合適的產品，報最有競爭力的價格?？蛻粢蚕矚g和實力相當的公司合作，但需要產品質量過關以及有競爭力的價格。 4. 報價的內容要清晰。比如價格條款，起訂量和相關的單價，產品的主要規(guī)格或者功能說明等。這些內容一定要清晰，不能模糊，以免引起誤解。并附上精美的圖片，讓客戶可以更直觀地選擇。 5. 期望合作，表現誠意和熱心。 Dear Sirs, Thank you very much for your kind enquiry to us. This is Alice. From now on, I will help to follow up your orders and hope my 5 years experience and hard work can serve you better. Regarding your enquiry, please find our reply as below. 1) Our products are fast sales in EU countries and America. Especially we already had steady partners in those places. And the cooperation has been lasting more than 5 years. 2) Regarding American market, our customers prefer healthy sleeping, so they would like to buy the mattress to protect their backbones. For example, memory mattress, independent spring mattress, surely the reel mattress you mentioned is also fast sale. Please refer to the attachments, I would like to introduce some suitable items for your market 3) Currently our company is applying for the American prevailing rules CFR1633 which is standard fire protection and becoming effective in July 1st, 2007. As we know that in Los Angeles they would apply for the standard fire protection rule TB603. But now they upgrade to CFR1633. We think you might require for it, too. Please refer to the CERTIFICATION as attached. 4) Payment term: A) 30% deposit T/T in advance, 70% balance T/T before shipment. B) 50% deposit T/T in advance, 50% balance by irrevocable L/C at sight. 5) Leading time: 15days upon deposit received 6) MOQ: 1*20GP, FOB Shenzhen If you have any enquiry and need our help, please don’t hesitate to contact me. Best regards, Water Notes 1. 行業(yè)內的客戶一般會比較關心產品的質量，工廠產品的市場銷售情況，質量認證書燈重要方面。所以這些條件都直接影響客戶對工廠產品的認識。因為不同的市場，質量要求是有區(qū)別的。歐美國家比中東等國家地區(qū)的要求會嚴格一些。 2. 文中第一段體現個性化的服務。 3. 第二段回復客戶的問題，著重突出優(yōu)勢和實力。 有穩(wěn)定的客源，和客戶有超過5年的合作，充分體現公司實力和產品質量的保證。 分析最終消費者的實際要求和特點，體現個人的知識豐富，夠專業(yè)水準。 分析客戶市場對質量的要求，展現公司的實力與時俱進。 內容環(huán)環(huán)相扣，回復圍繞客戶問題的同時，也向客戶說明了公司其他方面的操作程序，方便客戶更深入的了解。 Dear Sirs, I am the purchase manager of Sound Master Company in South Africa. We are planning to import mattress. The quantity may be around 200 sets at the first time. And our boss Mike and I will visit China next month. We would like to talk to you in your factory. In order to get the visa from Chinese Embassy, can you send an invitation letter to us? We are looking forward to hearing from you soon. Reply to the above Dear Anson, Thank you very much for your kind enquiry to us. My name is John. From now on, I will follow up your orders and offer best sales service with my professional experience. Because we don’t have your ideas about target item, I would like to offer you some fast sale items in South Africa for your easy reference first. The details are as attached. We are also inviting you to visit our website at www.shvfurniture.com to know more details about us. Regarding the invitation letter, we would like to share some information with you. Normally we have to submit application form and relative necessary information to our government for approval first. As we didn’t start cooperation before, the application period may be longer. In order not to affect your schedule, I would like to advise that if you have other business partners here, you’d better ask them to help you. So you may get the visa within one week. Please take our suggestion as reference. Surely we are pleased to apply for you if you need our help. But please send us the details about the people who will come. To catch the visit schedule and run the business soon, shall we exchange some important ideas first? We may conclude some agreements before you visit in China. We welcome your coming and visiting. And looking forward to our cooperation soon. Best regards, John Notes 1. 有些國家的客戶如果要到中國來訪，申請簽證時，需要工廠提供邀請函。邀請函的申請需要相關政府部門提供詳細的資料，比如到訪人的個人資料，雙方之間生意往來的資料，包括發(fā)票，報關單以及工廠的營業(yè)執(zhí)照等重要文件。申請的程序比較復雜，申請的世界也比較漫長，需要一個月左右。 2. 類似的詢盤，回復藥抓住重點詞語，比如“import mattress, visit China, invitation letter” 突出分析客戶的需求，以加快合作為目的，有針對性地回復和建議。 Sample 4 Dear Water, We are currently looking to expand our product line including memory foam mattresses and pillows. I will come to china next month. In the meantime, I would like to collect as much information as possible on prices and specifications. Please advise us at your earliest convenience. Best regards, Michael Reply to the above Dear Michael, We are glad to know that you will expand your business line on memory foam mattress ＆ memory foam pillow. Believe we can serve you better and better in near future. First, please refer to the attachments for your reference. It is great that you will come to China for business. Please kindly arrange your schedule to visit our factory. We hope we can have a close talk face to face. Then we could show you our production lines and sample room. We are confident that if will make our cooperation smoothly. When your visit schedule is available, please kindly let me know. Best regards, Notes 1. 客戶計劃擴展業(yè)務，對公司的產品表示感興趣或者看好公司產品的前景，表示要來訪中國，并要參觀工廠。 2. 針對這樣的詢盤，主要是分析客戶的目的和要求，抓住重點詞和主要意思。比如“expand, Collate price and specification”。根據獲取的信息，有步驟，有的放矢地回復郵件。 3. 在郵件中，對客戶表示出誠意，細致，同時要展示公司主要的實力，以增加客戶對公司的了解，增強合作信心。 4. Take the information from other colleagues Sample 1 Dear Maitance, Good day. Nice to contact with you. This is Echo from CABC (Hong Kong) International Industrial Limited. And it is my great honor to serve you in the future. Our boss Mr. Jason, just came back from the MIDO SHOW, and I learned that you are interested in our swimming products. Here attached our updated price list for your reference. Also, please take your time to visit our website at www.cabe.com for pictures and more details. Mr. Jason had quoted you two models in MIDO, and here we list a gain as below for your easy reference. Swimming cap: CAP800 USD2.0 (according to your quantity of 200pcs) Earplug with strap: EP-200 USD 0.8 (including package) Please contact us freely if you have any question. We are looking forward to building business relationship with you in the near future. Notes 1. 參加展會時一個公司推廣產品的重要渠道。但是公司的投入會根據實際情況而定。一個公司的業(yè)務員一般都有兩個或者兩個以上，由于國外展會的費用較高，對于規(guī)模不是很大的公司，業(yè)務員參加展會的名額也是有限的。在展會之后，公司會把展會上取得的名片進行分發(fā)，每個業(yè)務員可以運用自己的方式去聯系客戶。 2. 文中，首先說明信息來源，并向客戶表示友好。 3. 在展會上，客戶或多或少都對公司進行了一番了解。由于自己沒有直接和客戶交流，所以要有適當的過渡，側重說明自己將會提供個性化的服務，讓客戶滿意。 4. 提出合作期望。 Sample 2 Dear Marcus, How are you doing? This is Water from ABC Company, Ms. Grace’s colleague. She already left the company some time ago. It’s been a long time no contact with you and your company. We are glad to contact you again about external battery pack for Mobile Phone and Notebook. I would like to update you some latest model and new offers for your reference. We hope we can enlarge our business scale. Please find the details as attached. Looking forward to hearing from you soon. Sample 3 Dear Andy, This is Tina, sales representative of ABC Electronic Company. Thanks for Eden’s assignment, I’m pleased to have the opportunity to contact you and take charge of our cases directly. Hope we can set long-term business relationship and expand business it the future. Now I’m taking up your first order-2002 (DVD recorder), all the specifications and other details will be followed by me. Therefore if you have any problem, please feel free to contact me. Further to your new order, please refer to the attachments for our quotations, we are waiting for your confirmation. Surely we will get a good delivery date for you. Thank you for your good cooperation and your early reply will be appreciated. Notes 1. 對已聯系或者已合作的客戶，函電撰寫主要體現服務，不讓客戶感覺到突兀。 2. 對暫時無合作，曾經聯系密切，有郵件閱讀回執(zhí)的客戶要保持聯系，在某個特定的而時間提醒客戶產品的報價，以及產品的市場銷售情況等。假如知道對方公司和自己公司生產的產品相符，要多參考客戶公司的網頁，根據網頁上的信息，不斷向客戶展開猛烈的“攻擊”。另外，適當的電話聯系也是必須的，或者以傳真的方式，或者直接給客戶發(fā)郵件。嘗試不同的方式反復聯系，提高成功的可能性。 5. Contact customer by B2B web information Dear Sirs, I got your business information online. We would like to cooperate with you on CARDS，and become your good partner in near future. With more than 12 years experience in manufacturing all kinds of PVC cards, paper cards, metal cards and smart cards in China, we’ve grown up into a main supplier in Italy, Germany, Sweden, France, Denmark and New Zealand etc. The daily output can reach millions of cards. Including PVC blank and printed cards, paper cards, scratch cards, magnetic cards, IC cards, game cards, gift cards, member cards, pokers, playing cards, metallic cards, phone cards, irregular-shaped cards, ATM cards, IC cards, ID cards, RFID tags etc. We welcome your ODM projects. All sizes and thickness can be done here. We welcome your enquiries. Please visit our official website at http://www.ucard.biz. It will be appreciated that if someone from your company could contact me freely. My email is: water@ucard.biz. Please let us become partners and start the initial cooperation soon. Looking forward to hearing from you. Beat regards, Water Notes 1. 利用搜索引擎獲取客戶信息。首先，說明信息來源和目的。要直截了當，為客戶節(jié)省時間，使客戶一看便知道自己是做什么產品的，如果客戶感興趣便會繼續(xù)看，或者作為考慮的合作對象，而不是視為垃圾郵件。 2. 公司產品種類和市場情況的簡短介紹。表示可以滿足客戶的需求。 3. 第一次聯系的人也許不是直接的對口人。提出如果有人聯系自己，也是一種很好的聯系方式。 4. 最后，提出合作的愿望。 點石成金 一、 第一次聯系客戶，無論是通過何種方式獲取客戶的信息，撰寫信函的時候都有一些必須要引起注意的事項。 1. 詢盤內容各異。比如，有些客戶只是很簡單地詢問，請把你們的產品價格單發(fā)給我。針對類似的詢價，對信息需要篩選，不能只是應付式地回復產品的價格是什么。要主動建立溝通的橋梁，可立即回復一封詢問式的信函，表示已經收到對方的來信，但有些地方不是很明白。比如你想了解他需求的產品的款式，數量，具體的要求。有來有往，形成互動溝通之后，后面的業(yè)務操作就簡便得多，也更易成功。 2. 了解客戶，可以通過客人公司的網站了解，或者使用搜索引擎搜索。了解客戶來自哪里，公司性質，經營的市場，主要銷售的產品種類等。了解這些資訊可以更有針對性地為客戶服務，起到事半功倍的效果。 3. 信函回復。關鍵一點是報價，作為業(yè)務工作者不是報價員，所以不能只是簡短地報價。在溝通中，客人也需要對供應商有一定的了解。在回復詢價時，有必要對客戶關注的問題做一個簡明扼要的介紹。比如企業(yè)的基本情況，供貨能力，產品質量控制，產品服務，企業(yè)研發(fā)和創(chuàng)新能力等。 二、 個人素質能力。 1. 熟知行業(yè)內的產品信息，對市場走向保持敏感性。了解競爭對手的情況。 2. 保持一顆斗志昂揚的心。心態(tài)決定成敗，堅持可以讓一個人底氣十足。隨著一個人閱歷的增加，更多的是心態(tài)的較量。 3. 工作中保持緊張感。有壓力，必然有動力。 4. 建立并擴大自己的影響力。產品銷售貫穿于每一個環(huán)節(jié)，包括內部與同事和外部與客戶之間的溝通，建立良好的溝通時做好工作的關鍵。 5. 讀書充電，與時俱進。持續(xù)學習新思想與快捷有效的工作反方法。 Unit 2 Sample Charges 樣品在訂單確認的過程中是至關重要的。做業(yè)務時，通常都會遇到關于樣品收費的難題。比如，有些客戶根據他們公司的規(guī)定，只愿意支付運費，有的甚至連運費也不愿意支付。對于業(yè)務員來說，如果免費給客戶提供樣品，需要在公司內部申請并說明客戶情況，還需要領導核實審批，程序比較復雜，也有可能會被拒絕。如果需要向客戶收取費用，有些客戶比較爽快的愿意支付費用。但是有些客戶卻不愿意支持樣品費，所以需要深入溝通。對于工廠來說，如果給每個客戶免費提供樣機，這筆開支也是驚人的，有點不切實際；另一方面也不符合長期的戰(zhàn)略性的發(fā)展規(guī)則。但是是否收取樣品費這個問題，我們要區(qū)別和靈活對待。第一，如果產品有一定的貨值，要確定樣品都是需要收費的，在開始聯系客戶的時候就明確表明，努力爭取讓客戶支付樣品費用。第二，根據對客戶的評級以及其誠意和產品的銷售情況，可以考慮贈送一些免費樣品。因為樣品是打開大客戶大門的第一步。第三，如果樣品的貨價比較便宜，客戶要求的數量較少，可以提供免費樣品。 值得注意的是，如果客戶愿意支付樣品費用，則體現出客戶重視彼此間的合作，是非常有誠意的表現。這些客戶的成交率往往也很高，要重點跟進。日常郵件是交流和交換信息的主要方式，如果需要和允許，可用電話和其他即時溝通工具交替進行。對于那些藥了解樣品之后再開始合作的客戶，英適當給予產品的測試和市場考察時間。然后，針對客戶的反饋，跟進訂單落實的世界。如果客戶提出改進建議等其他要求，要結合公司的實際情況，著重分析客戶的要求，整理出切實可行的方案，做到胸有成竹，有的放矢！ 對收取樣品費用這個難題應當如何與客戶溝通？如何引導客戶，讓客戶開心地埋單？如何讓客戶感覺到你的誠意和付出？如何讓客戶覺得和你合作是很愉快的？本節(jié)將一一分析。 Sample 1 Customer ask for samples to send by fedex Dear Water, Thanks for your email. I’ve been checking with Wal-mart and I need you send me urgently by FEDEX the following items samples. DVD592 W/DivX DVD558B (They didn’t like the tooling, could you please offer me another?) DIVX602 (They are interested in this one but without the card reader because tell me the price without the card reader?) As soon as all of these is OK, I will send you our FEDEX account’s details so that you could send those and please also tell me when those will be ready to send. It’s very important to know the percentage of RMA you will be sending, for because, for most of the items, Chinese products come with failures and Wal-Mart need to know in advance the said percentage. Reply to the above Dear Marcelo, It is pleased to get your feedback. Thanks for your appreciations of our items. Further to the samples, all of them are OK to send, but as a rule, we have to charge you first. That is a usual way to every customer. I think we could get your support and understanding, too. When the samples are ready, it is sure we could send you by your FEDEX account. Please kindly confirm me the samples charges. And I will send you P/I for payment remit immediately. DVD558B is not your type, I would recommend you the offer one, enclosed the item DVD557B. Regarding DIVX602, the model is always coming with USB and together with Card reader. We can not cut the Card Reader function only. Now we got many nice feedbacks about this item, would you try to promote and take that as additional function? It may be OK, too. Regarding RMA, now the rate is 1.5%. Now the DVD player is very mature in our company. Look forward to your further comments soon. Best regards, Water Notes 1. 一般情況下，客戶如果認同供應商的公司和產品，在要求樣品時，會直接提出利用他們公司的到付快遞賬號寄送樣品。 2. 如果需要支付樣品費用，必須明確提出，在語言運用方面要體現誠心誠意，讓對方愉悅地接受。無論對方是否一定支付，都先要假定對方會支付費用。 3. 對對方提出的問題，回答之余也要有適當的引導。因為每個市場對產品功能的要求不同。但是由于產品本身的原因，有些功能是無法達到或者去除的，所以無法百分之百達到客戶的要求。這個時候引導和說明尤為重要。 Sample 2 Customer refuse to pay sample charges Dear Water, This is the one of 7’ with analogue TV, right? Final price is $84 with battery included, right? I need another sample in Spain. BR, Javier Ayllon Reply to the above Dear Javier, Yes, you are right. The model mentioned by Fiona is with Analogue TV Tuner. The price is with battery also, 1800mAh Li-polymer battery. Also it is OK to offer you the sample for test. But as a rule, we have to charge you the sample fee. Hope it is OK to your side. Sample charge US$90/pc. Please confirm it, and I will issue the invoice for your reference later. Therefore I can send the sample to your Shenzhen office directly. We are quite near each other. If is easy for me to bring the samples there. Looking forward to hearing from you. Best regards, W