在全球化浪潮與數(shù)字經(jīng)濟并行的今天，外貿(mào)企業(yè)的戰(zhàn)場早已超越地域邊界，而展會作為連接供需兩端的實體橋梁，其價值從未被時代所稀釋。毫無疑問，參加展會能給國內(nèi)外貿(mào)企業(yè)提供一個很好的拓展客戶、維護客戶和展示硬實力的機會，幫助直接或者間接獲取優(yōu)質(zhì)客戶和訂單。
對于外貿(mào)企業(yè)而言，一場優(yōu)質(zhì)的展會不僅是集中展示產(chǎn)品實力、傳遞品牌價值的窗口，更是與全球買家面對面建立信任、捕捉市場動態(tài)、洞察行業(yè)趨勢的黃金契機。
然而，參展的意義遠不止于 “到場”—— 盲目投入而缺乏策略的參與，往往淪為資源的無效消耗。唯有掌握正確的參展邏輯與執(zhí)行方法，才能將展會的流量轉(zhuǎn)化為實實在在的商機，讓每一次亮相都成為撬動海外市場的支點。因此，學會 “如何正確參展”，早已成為外貿(mào)企業(yè)突破增長瓶頸、在激烈競爭中搶占先機的必修課。
今天，外貿(mào)充電站將重新梳理分享自己的參展實戰(zhàn)經(jīng)驗和技巧，希望幫助一線外貿(mào)業(yè)務員在展會拿下更多客戶，順利成交訂單。
1. 展會中接待客戶
展會中的接待引導客戶，例情景對話如下參考：
1. 引導與招呼
-Morning, Sir. May I show you around ?
-早上好，先生。我?guī)鷧⒂^一下我們展位吧？
-May I have your name card ?
-能要一張您的名片嗎？
-①Sorry, I just run out of my card.
-抱歉，我的名片剛用完了。
-It's OK. Could you write the information down here?
-沒關系，您能把相關信息寫一下嗎？
-②Sorry, I just have one last card.
-抱歉，我只剩最后一張名片了。
-Doesn't matter. I can take a photo of it.
-沒關系，我將名片拍個照就行。
-Our factory is based in Shenzhen. The main products are AAA and BBB.
-我們工廠在深圳，主要產(chǎn)品有AAA和BBB。
-May I know what products you are interested in?
-您對哪方面的產(chǎn)品感興趣呢？
-You can leave your heavy collections here, my colleague will take care of it.
-您可以把收集到的這些重的彩頁資料放在這兒，我同事可以幫忙照看。
-That will be great. They are heavy.
-那太好了，這些資料好重。
注：這樣的話，客戶就可以歇歇手，為了休息一下而在你的展位多待會和你多聊聊。要知道，逛展會是很辛苦的一件事。
2. 產(chǎn)品與報價
-I'm interested in this model.Tell me about it.
-我對這款產(chǎn)品很感興趣。給我介紹一下吧。
-Well. This is our latest model. It seems very popular on this exhibition. What special about it is the aluminium surface to be vandal-proof and the dented LOGO which gives a premium appearance.
-這是我們的新品，貌似這款在本次展會上很受歡迎。它的獨特之處在于表面采用鋁合金從而具備防暴功能，金屬壓鑄的LOGO給人感覺很高端。
注：聊到一款產(chǎn)品時一定要迅速切中它的獨特之處，抓取客戶注意力。
-Could you quote on this model?
-能告訴我這款的報價嗎？
-Of course. May I have a rough idea about the quantity?
-當然。您能告知大概的數(shù)量嗎？
-It depends on the size of projects.
-這要看具體項目的規(guī)模。
-I see. Why not having a cup of coffee? We can sit and talk.
-明白了。給您來杯咖啡吧？咱們坐下來談。
-I'd love to.
-很樂意。
注：坐下來談，喝點咖啡，吃點點心，會讓客戶身心得到一定的放松，降低戒備心理，這對緩和談判的氣氛有利。
-The MOQ of this model is 500pcs. It is Ok for you?
-這款產(chǎn)品的最小起訂量是500臺，您對此有問題嗎？
-500 pcs is too much. When we get small projects like 300 or 400 pcs, how could we do?
-五百臺太多了。當我們拿到的項目僅需要三四百臺時，怎么辦？
-If most of your cases are less than 500pcs, we could not accept it. If most of them are over 500 pcs while only a few times less than 500pcs, we can figure it out.
-如果大多數(shù)訂單都少于500臺，我們無法接受。如果多數(shù)訂單都超過五百，僅僅幾次少于五百臺，我們可以想辦法。
-That's reasonable.
-這比較合理。
-What's the average quantity of your order please? Maybe I can quote on it.
-您的平均采購量是多少？或許我能基于這個數(shù)據(jù)給您報價。
-It would be around 900pcs.
-大概是900臺。
-Alright.(計算器計算一下，然后表情鄭重一點給客戶報價，顯得你很認真。)
Based on 900 pcs, our quotation is $295/piece.
好的，基于900臺的數(shù)量，我們的報價是295美金一臺。
-Oh,that is a little bit higher than your competitors.
-這個價格比你同行要高一點。
-Yes, as you know, we have different types of products too. This is the high-end one. It wouldn't be fair if you compare the price of it to the price of average products from our competitors.
-是的，您知道，我們也有很多不同款的產(chǎn)品。這款產(chǎn)品是高端產(chǎn)品。如果您拿它的價格和同行的普通產(chǎn)品的價格比較，有失公允。
-But the price is still higher than what we expect.
-但是價格還是比我們預期要高。
-We have other products which will meet your price demand. But trust me, you'll get more profit to sell the new model than the cheap ones. The margin is higher. Anyway, we can provide you a full price range of products.
-我們也有其他產(chǎn)品符合您的價格預期，但是相信我，這款新品能夠給您帶來比老款更高的利潤，它的差價比老款有更大空間。不管怎樣，我們可以提供各種價位的產(chǎn)品給您。
-Yes, you surely have a complete range of products.
-嗯，你們的產(chǎn)品系列確實很齊全。
注：靈活應對客戶提出的所有問題，做不到的事情也不要絕對地否定，凡事留有余地。
3.尾聲
-This is a small gift for you.
-這是送給您的一點小禮品。
注：提前準備一點印了公司LOGO的小禮品給客戶，建議是可以隨身攜帶的小禮品。
-Do you mind taking a photo with me?
-您是否介意和我拍張合影？
-Would you mind me adding your Skype or Wechat/ LinkedIn/ Whatsapp and send you the photo?
-您是否介意我加一下您的skype/微信/LinkedIn/Whatsapp,我把照片發(fā)給您。
注：盡量現(xiàn)場就把人家加上，然后把剛才的合影發(fā)給客戶，加深客戶對你的印象，當然要在客戶愿意的情況下。
敏感的外貿(mào)業(yè)務員應該早已經(jīng)意識到，現(xiàn)在的外貿(mào)開發(fā)和維護客戶的整個流程里，社交平臺扮演的“角色”越來越重要。
就如我在以前所說過的：社交平臺的絕對優(yōu)勢是因為它可以引導客戶在個人資料和動態(tài)內(nèi)容里去加深對你的了解和認可，同時在展會期間，你可以繼續(xù)及時更新參展照片動態(tài)等，建立強大的持續(xù)的品牌硬實力宣傳。本質(zhì)上就是加速了解，提高信任，創(chuàng)造一個轉(zhuǎn)化效率更高的銷售場景。
這也是為什么我一直強調(diào)要經(jīng)營好社交平臺，塑造個人IP的主要原因，因為它真的能夠幫助你實現(xiàn)長期性的客戶開發(fā)，長期性的業(yè)績轉(zhuǎn)化...
如果你還沒有在這方面花心思，一定要緊跟趨勢，盡早彌補差距。B端外貿(mào)業(yè)務員建議從LinkedIn(領英)入手，因為LinkedIn(領英)的平臺屬性更契合我們進行專業(yè)化和職業(yè)化的形象展示目的，技巧參考：抄作業(yè)！領英這樣用，詢盤翻N倍...
2. 展會中跟進客戶
展會中進行及時的跟進工作：
一.名片的回復
展會中拿到名片后什么時間聯(lián)系客人最好？
很多人說展會結束后的一兩天聯(lián)系客人最好，有人說回國回公司后聯(lián)系客人最好，因為客人也要休息，也要回家，也還有周末。但我告訴你，展會當天聯(lián)系客人才是最好的！
為什么說當天聯(lián)系客人最好？因為這里涉及到一系列的的系統(tǒng)營銷過程。其中包括當天的印象延續(xù)、記憶的喚起和強化，服務體驗度的植入和提升，第一封郵件標題和內(nèi)容的營銷，后續(xù)跟進郵件的安排等等。
任何單一個點的考量都是不專業(yè)的，所以如果只考慮某一點而沒有后續(xù)系統(tǒng)的營銷方案，那即使把握住了時效性也是沒用的。
什么叫當天的印象延續(xù)、記憶的喚起和強化？
簡單點來說，就是客戶對當天拜訪的供應商，談過的項目和事項的印象延伸，這里也就包括了記憶的喚起部分。我們都知道，時間間隔的越久，人對某一件事某一個人的印象和記憶就會減弱，而且是間隔時間越久記憶會成倍數(shù)減弱，直至沒有印象，特別是在短時間信息量很大的情況下。
一個客戶參加一個展會的印象和體驗，其實和我們自己去逛展會的感覺是一樣的。最后一天，空閑的時候我們?nèi)ス涔湔桂^，一圈下來幾乎都不記得看了什么。為什么？因為信息量實在太大了，大腦根本就處理不過來。所以這個時候最好的辦法就是，現(xiàn)場用筆記本和相機把自己感興趣的記錄下來，等回去的時候再整理、記憶和分辨。
我們回去會做這樣的事情，客戶回去也是一樣。所以當天就聯(lián)系客戶，重新喚起客戶的印象，強化客戶對我們這家供應商和你這個人的記憶就尤其重要，這就是當天的印象延續(xù)、記憶的喚起和強化。
什么叫服務體驗度的植入和提升？
在當天就聯(lián)系客戶，除了能達到在最短的時間內(nèi)延續(xù)客戶對我們的印象，喚起和強化客戶對我們的記憶外，還會增加一個額外效應，那就是服務體驗度的植入和提升。什么是服務體驗度？其實就是好感，也可以說是認同感。
專業(yè)的人做專業(yè)的事，真正的客戶和我們是一樣的，花費時間、精力和金錢來展會都有他的目的，都希望盡快達到他的目標。所以與之對應的，我們也要選擇服務的最短路徑來滿足他的要求。
在時間上，最短的路徑是什么？就是當天，就叫當下。你在最短的時間內(nèi)和他聯(lián)系確認，自然體驗度就高。要理解這個感覺不難，你網(wǎng)上買個東西，希望什么時間收到。當然是馬上最好，或者當天最好，所以物流上京東的體驗度最高。
人都是喜歡被重視的，這是當天聯(lián)系客戶會產(chǎn)生的一個好感。
這里要再強調(diào)一個觀點，很多人會說，可能很多客戶也不是當天會查看郵件，我這樣做也不一定有效。當然，當天查看郵件的可能性也不是百分之百的，有多少客戶會當天處理郵件也說不定，這里面有個概率。
但是，話說回來，做任何事都是一個概率問題。你發(fā)開發(fā)信是不是一個概率問題，回復率有多少？你展會結束后寫郵件去聯(lián)系是不一個概率問題，你能保證有多少回復率？你老客戶再開發(fā)是不是一個概率問題，成功開發(fā)率又有多少？
任何的事情都是概率問題，你不去做，不去試，談概率問題還有什么意義！
二.郵件的回復
現(xiàn)在我們知道了拿到名片后，當天聯(lián)系最好。但是，當天聯(lián)系的第一封郵件該怎么寫？標題怎么寫，郵件內(nèi)容怎么寫，要達到什么效果，要預設哪些客戶體驗，要為后續(xù)的跟進做好哪些鋪墊，有哪些需要特別注意的？
根據(jù)我們的展會客戶營銷方案：
第一步：展會當天聯(lián)系客戶最好。
第二步：寫一封開發(fā)郵件給客戶。
第三步：后續(xù)的系統(tǒng)跟進和營銷。
接下來，我們要做的就是寫一封開發(fā)郵件發(fā)給客戶。
首先，我們先來看我們要達到那些目標。做任何一件事情，你總有想要達到的目標的，或者也可以說是目的。目的是從開始的角度說，目標是從結束的角度講。寫郵件、打電話，當然也有你的目的和目標，做之前你當然要先想好。
回復之前想清楚要怎么回，想達到什么效果，考慮會產(chǎn)生什么后果沒有。
第一封郵件過去，我們需要達到三個目標：
第一個目標：承上，建立直接印象。
第二個目標：擊中，落實具體事項。
第三個目標：啟下，鋪墊后續(xù)營銷。
先說第一個目標：承上，建立直接印象。
今天在展會上，客戶肯定不是只見了我們一家供應商。任何一個買家去參加一次展會，都不可能只看一家供應商，哪怕他是真的為你而來，他也會順便走一走看一看瞧一瞧。
客戶見了很多供應商，看了很多產(chǎn)品，大腦里存了很多信息，回到酒店，吃個飯，喝杯酒，放松下來，這些信息基本上都處于同一記憶水平線上。沒有哪條信息是記憶特別強烈的，也沒有哪個人是記憶特別強烈的。
我們發(fā)這封郵件過去的目的，就是要讓客戶把我們從眾多信息庫里強化出來，貼上獨家標簽，建立直接印象，而且要趁競爭對手們還沒蜂擁而上的時候。
現(xiàn)在很多客戶都是用手機看郵件的，手機的好處就是有郵件會提醒，不管你在吃飯，還是在喝酒，還是在走路，還是在WC里。在你面前出現(xiàn)一次，就等于提醒你一次，就等于記憶強化一次；標題吸引你去打開郵件，又是一次；內(nèi)容吸引給你留下印象，又是一次，反正就是建立直接印象。
再說第二個目標：擊中，落實具體事項。
寫郵件和寫文章一樣，都是要具體內(nèi)容的。而且這內(nèi)容是要有共鳴，能吸引彼此的。那什么的內(nèi)容能挑起客戶的興趣？當然是客戶自己感興趣的內(nèi)容和項目，也就是客戶在展會上和你談的東西，他關注的東西。
內(nèi)容有了話題就有了，話題有了才能互動的下去，才有可能建立合作關系，這都是一環(huán)扣一環(huán)的，緊密不分的。這是第二個目標，引導到具體事項上來。
然后是第三個目標：啟下，鋪墊后續(xù)營銷。
我們都知道飯是要一口一口吃的，吃到最后才能吃飽。開發(fā)客戶也是一樣，要一步一步的來。慢不得，急不來。
你不能說我第一封郵件就要讓客人下單成交，所以第一封郵件要為后續(xù)的溝通和營銷做好鋪墊，別一封郵件就把路堵死了，也別一封郵件就把客人的欲火澆滅了，這是第三個目標。
按照這個思路，接下來我們來思考，這第一封郵件到底要怎么寫，而且寫完還能回復率爆棚的。
先看兩封實戰(zhàn)回復郵件：
Round 1
Round 2
對于這兩封回復郵件寫的如何我們暫不做評價，再來看看另一封郵件回復模板：
現(xiàn)在來分析下為什么上一封郵件要這么寫？
先說大的整體觀，對于寫郵件，有三個要求。
第一個要簡潔明了。
能一句話把一件事情，兩句話把兩件事情說清楚的，就不要多廢話，能瞄一眼就看明白的最好。大家都是生意人，工作時間有限，能高效點就盡量高效點。語言精練，事情又說的清楚，也會給客人專業(yè)干練的信任感。
第二個要承上啟下。
郵件的開始一定要讓對方快速和你對接，也就是找回你們共同的話題和記憶點，好延續(xù)。不要讓客戶去翻記錄才記起你是誰，你和他有什么關系，談什么項目，談到了哪里。你什么都知道，你理所當然以為我都記得，然后拋出一個話題讓我接，我們有責任去引導客戶立刻明白我們在談什么。
郵件的結尾除了提醒回復，還一定要留余地好接，也就是下鉤子，方便后續(xù)郵件或話題的跟進，其實這也是引導。
承上+啟下+擊中，一封郵件它就和人一樣，是立體的，是有畫面感的。
第三個要求是用語簡單易懂。
我們的英語沒那么好，語法也不見得多精通，別去繞，繞的自己看起來費力，客戶還要托個腮幫子搞腦子理解。何況很多客戶英語也不是母語，人家水平也很一般。搞不好人家理解錯了，你還更麻煩，自找苦吃。所以寫郵件直白點
根據(jù)上面三個要求我們來看郵件：
先看標題。
這里的標題由四部分組成，Custom Led Light Project ( Roy From HANNOVER MESSE Meeting Today ) 。
1. 具體事項(Custom Led Light Project)。
客戶談過的、感興趣的話題。
2. 誰(Roy)。
這里的只顯示個人名字而不顯示公司名字是有考量的，不管什么公司，客戶最終對接的還是具體的人，所以直接需要對人加深印象。這樣的營銷機會當然不能放過。
3. 記憶點(HANNOVER MESSE Meeting)。
在展會上會面過。
4. 時間(Today)。
為什么要加today，其實就是要強調(diào)時間。客人當天看到郵件就知道是今天見的，客戶過了今天看的，不管哪天，他的潛意識都會告訴他你當天就給他發(fā)郵件了，你是最早的。
看正文部分。
剛說過，郵件的開頭就要一眼讓客戶連串起和你的記憶。當然，標題其實已經(jīng)達到了這個目的了。不過，郵件里會增加些別的部分以加深印象，加速記憶。
Hi *******,
Nice evening.
This is Roy, from XX company which you met today. See below our photo on booth.
第一句用(Hi)不用Dear是有考量的，這個自己去理解吧。
第二句(Nice evening)，是為了強調(diào)時間。說明你是展會當天回去就給他發(fā)的郵件，那時候已經(jīng)是下午了，植入畫面感！
第三句(This is Roy, from XX company which you met today.)，先再次強調(diào)名字(Roy)加深個人印象；然后增加了公司名稱(XX company)，和標題一組合，所有信息就完美補充完整了，根本不用重復；最后再強調(diào)了(today)這個時間。這個還有一點就是關于(met)的使用，這完全是個人偏好，其實可以換成visited，不過我喜歡met更親近的感覺。
第四句(See below our photo on booth.)，除了文字之外，更直接用合照的照片來幫助客戶回憶，并拉近距離感。
再看正文部分。
About your interested Led light, see data sheet and pictures in attachment. The best price will be provided once get your quantity.
這部分難度不大，根據(jù)你和客戶在參會上談的進度寫就可以。比如展會上什么都談好了只要報價，你就發(fā)報價單；如果已經(jīng)要確認樣品了，你就說樣品的事；如果是訂單，就說訂單的事。
這里有一個點要注意。
就是不管怎樣，最后一句你都要提醒客戶給你回復，當然是越快越好。因為我們發(fā)郵件給客戶肯定是要確認一件事情，我們肯定需要回答。既要提醒客戶回復，也為下一次跟進埋下伏筆。當然有些人會單獨列一句在結尾，比如Looking forward to hear from you之類也可以。
最后看結尾。
More requirements, just inform or visit us.
Sincerely
Roy
不管是不是還在展會，或者是最后一天，給客戶一個提示，有任何的要求和問題，隨時來找你。或者也可以再來展位拜訪。這就是引導，也是我們的服務態(tài)度，這些潛意識的引導很重要。
最后是郵件的簽名和插入的照片，這個就不多說了。
一封簡單的郵件回復，你看下來什么感覺？
這里我還想說一點。
所謂細致，或者細節(jié)，其實就是感覺。把所有的細節(jié)都連貫在一起之后看，就是客戶體驗，也就是客戶滿意度。因為每一段都盡力做到最好，考慮周到，所以客戶滿意度和體驗度才會一直好。
當然，這不是一下子就學的會，這里包含了經(jīng)驗，感悟，大局判斷，細節(jié)判斷，心理分析，溝通技巧以及個人感覺。但是，道理就在這里，技巧也就這些，剖析給你了，多少你還是能學到，至少前進的方向還有。
第一封郵件寫好了，按照我之前的經(jīng)驗，客戶的回復率是非常高的，如果按正常的對比，用爆棚這個詞來形容毫不為過，
接下來就看你自己了，這是第二步。郵件出去后，有回復的，也有沒回復的，有看見的，也有沒看見的。后續(xù)該怎么跟進，該怎么繼續(xù)順下去營銷，前面兩步埋下了哪些伏筆可以利用。
三.展會客戶的快速跟進和成交
在第一部里我們回答了一個問題，展會客戶什么時候聯(lián)系最好。分享的辦法是當天聯(lián)系最好，并且詳細分析了具體的考量和后續(xù)營銷布局。
在第二部里我們也回答了一個問題，當天聯(lián)系第一封郵件該怎么寫。有哪些因素是最重要并要考慮進去的，怎樣才能吸引客戶回復和抓住第一競爭先機，并且還要為后續(xù)的營銷鋪路。
在第三部里我們需要回答兩個問題，如何快速跟進，以及如何布局長期營銷。這兩者是互相配合，缺一不可的。對于能快速收割樣單或訂單的客戶，要快速收割；不能立刻收割的客戶，則要給予良好體驗并布局長期營銷。
什么叫快速跟進？
展會當天就和客戶聯(lián)系，收到回復后立馬和客戶溝通，同時邀請客戶第二天再到展位上詳談；第二天談完回去立馬又發(fā)郵件確認，沒確認的第三天再邀請客戶來展位上確定。
對于有可能成交，有可能確定合作關系的客戶，就要亦步亦趨，就要趁熱打鐵，這個時候的服務體驗度是最高的。在競爭對手還沒開始匹配同級別反應的時候，你已經(jīng)結束戰(zhàn)斗了。
在第一封郵件模版的最后留下過一個伏筆，More requirements, just inform or visit us。這句話就是引導，提醒和引導客戶第二天主動來找你，千萬不要小看了這些細微的潛意識引導。
還有一種快速跟進是郵件的快速跟進。
你當天第一封郵件過去后，有些客人會給你回復，但他并不會第二天再來你展位，可能他已經(jīng)回去了。所以，這個時候你就會發(fā)現(xiàn)，我們每天參展完回去除了要給當天的客人寫第一封郵件之外，還要給回復的客人以回復。
還有一種情況是客戶沒回復，如何處理？
展會當天的郵件客戶沒回復，非常正常，這個不用特別擔心。而且這也是在我們這三部曲的整體營銷方案的考慮中的，因為有當天第一封郵件的發(fā)出，所以才會有隔天的第二封郵件的跟進，以及后續(xù)所有跟進郵件的話題敏感度。所以，第一封郵件就是一個導火線引子，引子埋下去了，后面你想布多長的線都可以。無論客戶在那個點踩到，都會引爆到第一個好感度。
那第二封郵件什么時候跟進？
我的建議是，第二天。展會當天第一封郵件發(fā)出，沒收到回復，第二天繼續(xù)跟進這封郵件。
那第二封郵件如何寫呢？
直接接第一封話題，而且一定要在第一封郵件的基礎上轉(zhuǎn)發(fā)，我們來看模版。
為什么要接第一封郵件的話題？因為我們想要營造最好的客戶體驗，這是我們最想讓客戶知道的。
所以在我們沒有達到這個目的之前不會放棄植入這個客戶體驗，這也是第一封郵件的使命。既然客戶沒回復，所以第二封郵件就要繼續(xù)背負這個使命前行，但是我們還需要在有些地方做改動。
比如標題，從第一封郵件的today改成了yesterday，正文This is Roy后面加了個again，這幾個小地方，為了從時間唯獨上進行區(qū)別。
如果，客戶看了第一封郵件而沒有回復的話，那第二封郵件就是提醒和很好的二次體驗植入。怎么理解？就是你竟然在展會第二天又和我聯(lián)系了，
還有一種情況是，客戶沒有看第一封郵件。這個也沒關系，和上面說的一樣，只要客戶以后無論什么時候打開郵件，只要看到這兩封郵件，我就算成功。因為我不但要告訴你，你和我談的事情，我還要告訴你，我在展會的當天和第二天都給你發(fā)了郵件，這就足夠了。
說完了第二天的事情，那第三天還要不要繼續(xù)跟進？如果第三天收到了客戶的回復，那就按開頭說的立即跟進，因為還有第三天可以見面。那如果第三天還是沒收到客戶的郵件呢，怎么辦？要不要繼續(xù)發(fā)郵件跟進？
我的建議是，不要跟進。一般展會是三天，多的四天。第一天，第二天郵件跟進后，第三天就不用跟進了，第四天我也不怎么建議。為什么？因為我們要學會給客戶一些空間和時間。
空間是不要讓客戶一打開郵箱，就看到你每天一封郵件，你們是第一次溝通，事情沒有緊急到如此地步。每個人每天都有自己的安排，工作也好生活也好。兩封郵件剛好，一封始發(fā)，一封跟進，恰到好處。如果是連續(xù)三封或四封，那就會有些適得其反了。
但如果還是沒收到客戶回復，那什么時候再催更好呢？
回到原點，就像很多人都是展會結束回到家里再聯(lián)系客戶一樣，也就是展會結束后跟進第三封郵件，一般是展會當天后的第五天。
第一天，第二天，第五天，這是最好的節(jié)奏。
3. 展會里常用的英語口語
有很多外貿(mào)人面對展會內(nèi)心滿心歡喜和期待，但又會擔心自己的英語不夠好，不能流暢地和客戶溝通交流，甚至害怕在展會上面對客戶會緊張。所以整理出一些展會里常用的英語口語，無論是鞏固還是臨陣磨槍，都能有所幫助。
一.日常寒暄
1. Good morning/afternoon/evening./May I help you? /Anything I can do for you?
2. How do you do? /How are you? /Nice to meet you.
3. It’s a great honor to meet you./I have been looking forward to meeting you.
4. Welcome to China.
5. We really wish you'll have a pleasant stay here.
6. I hope you’ll have a pleasant stay here. Is this your fist visit to China?
7. Do you have much trouble with jet lag?
二.機場接客
1. Excuse me，are you Mr. Wilson, from the International Trading Corporation?
2. How do I address you?
3. May name is Andy. I’m from the Anhui E-fashion. I’m here to meet you.
4. We have a car can over there to take you to your hotel. Did you have a nice trip?
5. Mr. David smith asked me to come here in his place to pick you up.
6. Do you need to get back your baggage?
7. Is there anything you would like to do before we go to the hotel?
三.互相介紹
1. Let me introduce myself. My name is Andy, an Int’l salesman in the Marketing Department.
2. Hello, I am Andy, an Int’l salesman of E-fashion Electronic Company. Nice to meet you. /pleased to meet you. / It is a pleasure to meet you.
3. I would like to introduce Mark Sheller, the Marketing department manager of our company.
4. Let me introduce you to Mr. Li, general manager of our company.
5. Mr. Smith, this is our General manage, Mr. Liu, this is our Marketing Director, Mr. Lin. And this is our RD Department Manager, Mr. Wang.
6. If I’m not mistaken, you must be Miss Ada from France.
7.Do you remember me? Andy from PVC. We met several years ago.
8. Is there anyone who has not been introduced yet?
9. It is my pleasure to talk with you.
10. Here is my business card. / May I give you my business card?
11. May I have your business card? / Could you give me your business card?
12. I am sorry. I can’t recall your name. / Could you tell me how to pronounce your name again?
13. I’m sorry. I have forgotten how to pronounce your name.
四.隨口閑談
1. Is this your first time to China?
2. Do you travel to China on business often?
3. What kind of Chinese food do you like?
4. What is the most interesting thing you have seen in China?
5. What is surprising to your about China?
6. The weather is really nice.
7. What do you like to do in your spare time?
8. What line of business are you in?
9. What is your opinion? What is your point of view?
10. No wonder you're so experienced.
11. It was nice to talking with you. / I enjoyed talking with you.
12. Good. That's just what we want to hear.
五.確認話意
1. Could you say that again, please?
2. Could you repeat that, please?
3. Could you write that down?
4. Could you speak a little more slowly, please?
5. You mean…is that right?
6. Do you mean..?
7. Excuse me for interrupting you.
六.社交招待
1. Would like a glass of water? / Can I get you a cup of Chinese red tea? / How about a Coke?
2. Al right, let me make some. I’ll be right back.
3. A cup of coffee would be great. Thanks.
4. There are many places where we can eat. How about Cantonese food?
5. I would like to invite you for lunch today.
6. Oh, I can’t let you pay. It is my treat, you are my guest.
7. May I propose that we break for coffee now?
8. Excuse me. I’ll be right back
9. Excuse me a moment.
七.告別用語
1. Wish you a very pleasant journey home? Have a good journey!
2. Thank you very much for everything you have done for us during your stay in China.
3. It is a pity you are leaving so soon.
4.I’m looking forward to seeing you again.
5.I’ll see you to the airport tomorrow morning.
6.Don’t forget to look me up if you are ever in Fuzhou. Have a nice journey!
八.約會用語
1.May I make an appointment? I’d like to arrange a meeting to discuss our new order.
2.Let’s fix the time and the place of our meeting. 3.Can we make it a little later?
4.Do you think you could make it Monday afternoon? That would suit me better.
5.Would you please tell me when you are free?
6.Anytime except Monday would be all right.
7.OK, I will be here, then.
8.We'll leave some evenings free, that is, if it is all right with you.
九.客戶詢問
1.Could I have some information about your scope of business?
2.Would you tell me the main items you export?
3. May I have a look at your catalogue?
4. We really need more specific information about your technology.
5. Marketing on the Internet is becoming popular.
6. We are just taking up this line. I’m afraid we can’t do much right now.
十.回答詢問
1.This is a copy of catalog. It will give a good idea of the products we handle.
2.Won’t you have a look at the catalogue and see what interest you?
3. It is just under our line of business.
4. What about having a look at sample first?
5. We have a video which shows the construction and operation of our latest products.
6. The product will find a ready market there.
7. Our product is really competitive in the world market.
8. Our products have been sold in a number of areas abroad. They are very popular with the users there.
9. We are sure our products will go down well in your market, too.
10. It’s our principle in business “to honor the contract and keep your promise”.
11. Convenience-store chains are doing well.
12. We can have anther tale if anything interests you.
13. We are always improving our design and patterns to confirm to the world market.
14. Could you provide some technical data? We’d like to know more about your products.
15. This product has many advantages compared to other competing products.
16. There are certainly being problems in the sale work at the first stage. But suppose you order a small quantity for a trail.
17. I wish you a success in your business transaction.
18. You will surely find something interesting.
19. Here you are. Which item do you think might find a ready market at your end?
20. Our product is the best seller.
21. This is our newly developed product. Would you like to see it?
22. This is our latest model. It had a great success at the last exhibition in Paris.
23. I’m sure there is some room for negotiation.
24. Here are the most favorite products on display. Most of them are local and national prize products.
25. The best feature of this product is that it is very light in weight.
26. We have a wide selection of colors and designs.
27. Have a look at this new product. It operates at touch of a button. It is very flexible.
28. this product is patented
29. The functioning of this software has been greatly improved.
30. This design has got a real China flavor.
31. The objective of my presentation is for you to see the product’s function.
32. The product has just come out, so we don’t know the outcome yet.
33. It has only been on the market for a few months, bust it is already very popular.
十一.關于品質(zhì)
1. We have a very strict quality controlling system which promises that goods we produced are always of the best quality.
2. You have got the quality there as well as the style.
3. How do you feel like the quality of our products?
4. The high quality of the products will secure their leading status in the market place.
5. You must be aware that our quality is far superior to others.
6. We pride ourselves on quality. That is our best selling point.
7. As long as the quality is good. It is all right if the price is a bit higher.
8. They enjoy good reputation in the world.
9. When we compare prices, we must first take into account the quality of the products.
10. There is no quality problem. Quality is something we never neglect.
11. You are right. It is good in material, fashionable in design, and superb in workmanship.
12. We deliver all our orders within one month after receipt of the covering letters of credit.
13. Do you have specific request for packing? Here are the samples of packing available now, you may have a look.
十二.客戶溝通
客戶詢價：
1.Will you please let us have an idea of your price?
2.Are the prices on the list firm offers?
3. How about the price/ How much is this?
我們報價：
1.This is our price list.
2. We don’t give any commission in general.
3. What do you think of the payment terms?
4. Here are our FOB prices. All the prices in the lists are subject to our final confirmation.
5. In general, our prices are given on a FOB basis.
6. We offer you our best prices, at which we have done a lot business with other customers.
7. Will you please tell us the specifications, quantity and packing you want, so that we can work out the offer ASAP?
8. This is the pricelist, but it serves as a guide line only. Is there anything you are particularly interested in?
客戶還價：
1. Is it possible that you lower the price a bit?
2. Do you think you can possibly cut down your prices by 10%?
3. Can you bring your price down a bit? Say $20 per dozen.
4. It’s too high; we have another offer for a similar one at much lower price.
5. But don’t you think it’s a little high?
6. Your price is too high for us to accept.
7. It would be very difficult for us to push any sales it at this price.
8. If you can go a little lower, I’d be able to give you an order on the spot.
9. It is too much. Can you discount it?
拒絕還價：
1. Our price is highly competitive./ This is the lowest possible price./Our price is very reasonable.
2. Our price is competitive as compared with that in the international market.
3. To tell you the truth, we have already quoted our lowest price.
4. I can assure you that our price if the most favorable. A trial will convince you of my words.
5. The price has been cut to the limit.
6. I’m sorry. It is our rock-bottom price.
7. My offer was based on reasonable profit, not on wild speculations.
8. While we appreciate your cooperation, we regret to say that we can’t reduce our price any further.
接受還價：
1. Can we each make some concession?
2. In order to conclude business, we are prepared to cut down our price by 5%.
3. If your order is big enough, we may reconsider our price.
4. Buyer wish to buy cheap and sellers wish to sell dear. Everyone has an eye to his own benefit.
5. The price of his commodity has recently been adjusted due to advance in cost.
6. Considering our good relationship and future business, we give a 3% discount.
客戶詢問最小單數(shù)量：
1. What’s minimum quantity of an order of your goods?
詢問訂貨數(shù)量：
1. How many do you intend to order?
2. Would you give me an idea how much you wish to order from us?
3. When can we expect your confirmation of the order?
4. As our backlogs are increasing, please hasten the order.
5. Thank you for your inquiry. Would you tell us what quantity you require so that we can work out the offer?
6. We regret that the goods you inquire about are not available.
客戶回答訂單數(shù)量：
1. The size of our order depends greatly on the prices.
2. Well, if your order is large enough, we are ready to reduce our price by 2 percent.
3. If you reduce your price by 5, we are going to order 1000sets.
4. Considering the long-standing business relationship between us, we accept it.
5. This is a trial order; please send us 100 sets only so that we may test the market. If successful, we will give you large orders in the future.
6. We have decided to place an order for your electronic weighing scale.7. I’d like to order 600 sets.
8. We can’t execute orders at your limits.
感謝下單：
1. Generally speaking, we can supply form stock.
2. I want to tell you how much I appreciate your order.
3. Thank you for your order of 100 dozen of the shirts. We assure you of a punctual execution of your order.
4. Thank you very much for your order.
客戶詢問交貨期：
1. What about our request for the early delivery of the goods?
2. What is the earliest time when you can make delivery?
3. How long does it usually take you to make delivery?
4. When will you deliver the products to us?
5. When will the goods reach our port?
6. What about the method of delivery?
7. Will it possible for you to ship the goods before early October?
答復交貨期：
1. I think we can meet your requirement.
2. I ‘m sorry. We can’t advance the time of delivery.
3. I’m very sorry for the delay in delivery and the inconvenience it must have caused you.
4. We can assure you that the shipment will be made not later than the fist half of May.
5. We will get the goods dispatched within the stipulated time.
6. The earliest delivery we can make is at the end of September.
要求提早交貨：
1. You may know that time of delivery is a matter of great important.
2. You know that time of delivery if very important to us. I hope you can give our request your special consideration.
3. Let’s discuss the delivery date first. You offered to deliver the goods within six months after the contract signing.
4. The interval is too long. Could we expect an earlier shipment within three months?
穩(wěn)住客戶：
1. We shall effect shipment as soon as the goods are ready.
2. We will speed up the production in order to ship your order in time.
3. If you desire earlier delivery, we can only make a partial shipment.
4. But you’d better ship the goods entirely.
5. We’ll try our best. The earliest delivery we can make is in May, but I can assure you that we’ll do our best to advance the shipment.
6. I’m afraid not. As you know, our manufacturers are full and we have a lot of order to fill.
7. I’ll find out with our home office. We’ll do our best to advance the time of delivery.
8. Thank you very much for your cooperation.
9. I believe that the products will reach you in time and in good order and hope they will give you complete satisfaction.
十三.簽單前建議
1. Before the formal contract is drawn up we’d like to restate the main points of the agreement.
2. We can get the contract finalized now.
3. Could you repeat the terms we’ve settled?
4. It is very important for us to abide by contracts and keep good faith.
5. Have you any questions as regards to the contract?
6. I’d like to hear your ideas about the problem.
7. I think it is better to have a good understanding of all clauses before signing a contract.
8. Do you have any comment to make about this clause?
9. Do you think the contract contains basically all we have agreed on during negotiations?
10. Everything has been arranged well. I hope the signing of the contract will go smoothly.
11. These are two originals of the contract we prepared.
十四.詢問付款
客戶詢問付款方式：
1. Shall we discuss the terms of payment?
2. What is your regular practice about terms of payment?
3. What are your terms of payment?
4. How are we going to arrange payment?
回復詢問付款方式：
1. We’d like you to pay us by L/C.
2. We always require L/C for our exports and we pay by L/C for our imports as well.
3. We insist on full payment.
4. We ask for a 30 percent down payment.
5. We expect payment in advance on first orders.
客戶建議付款方式：
1. We hope you will accept D/P payments terms.
2. In view of this order of small quantity, we propose payment by D/P with collection through a band so as to simplify the payment procedure.
3. Payment by L/C is the safest method, but rather complicated.
禮貌拒絕客戶：
1. I’m sorry. We can’t accept D/P or D/A. We insist on payment by L/C.
2. I’m afraid we must insist on our usual payment terms.
3. “Payment by installments” is not the usual practice in world trade.
4. It is difficult for us to accept your suggestion.
接受客戶付款方式：
1. In view of our long friendly relations and the efforts you have made in pushing the sales, we agree to change the terms of payment from L/C at sight to D/P at sight; however, this should not be taken as a precedent.
2. I have no alternative but to accept your terms of payment.
信用證要求及貨幣：
1. When should we open the L/C?
2. Your L/C must reach us 30 days before the date of delivery so as to enable us to make all necessary arrangements.
3. How long should our L/C be valid?
4. The L/C should be valid 30 days after the date of shipment.
5. Could you tell me what documents you’ll provide?
6. Together with the draft, we’ll also send you a full set of bill of lading, an invoice, and an insurance policy, a certificate of origin and a certificate of inspection. I suppose that is all.
7. In what currency will payment by made?
8. We usually do business in U.S dollars as world prices are often dollars based.
十五.參觀工廠
1.You’ll understand our products better if you visit the factory.
2. I wonder if you could arrange a visit to the factory.
3. Let’s me know when you are free. We will arrange the tour for you.
4. I would be pleased to accompany you to the workshops.
5. We will drive you to our plant, which is about thirty minutes from here.
6. Can I have a brochure of your factory?
7. Here is the product shop; shall we start with the assembly line?
8. All products have to go through five checks during the manufacturing process.
9. The production method ahs been improved by introducing advanced technologies.
10. It is a pleasure to show our factory to our friends, what is your general impression?
11. It is nice to meet you. Welcome to our factory.
12. Shall we rest a while and have a cup of tea before going around?
13. I would like to look over the manufacturing process. How many workshops are there in the factory?
14. Some accessories are made by our associates specializing in these fields.
15. It is very kind of you to say so. My associate and I would be interested in visiting your factory.
16. We believe that the quality is the soul of an enterprise.
17. Would it be possible for me to have a closer look at your samples?
