第一步：初次跟進(jìn)(報(bào)價(jià)后一周左右)
跟進(jìn)方式與話術(shù)
郵件禮貌詢問：
主題可以寫 “Follow - up on our quotation for [產(chǎn)品名稱]”
正文先禮貌問候，如 “Dear Mr./Ms. [客戶姓名]，I hope this email finds you well.”
接著簡(jiǎn)單提及之前報(bào)價(jià)的事，“We sent you a quotation for [產(chǎn)品名稱] last week. Have you had the chance to review it? We're looking forward to your feedback so we can further assist you.”
這樣語氣不卑不亢，既提醒了客戶，又沒有給對(duì)方太大壓力，方便客戶快速回顧起這件事。
結(jié)合產(chǎn)品信息：
如果之前報(bào)價(jià)信息比較繁瑣，此次跟進(jìn)可以再提煉一下關(guān)鍵產(chǎn)品的賣點(diǎn)，附上一張清晰精美產(chǎn)品圖，讓客戶眼前一亮。
比如 “We understand you're seeking high - quality products. Our [產(chǎn)品名稱] features [列舉幾項(xiàng)關(guān)鍵優(yōu)勢(shì)，像高耐用性、獨(dú)特設(shè)計(jì)等]，as shown in the attachment. If you have any questions about it, feel free to reach out anytime.”
目的
此時(shí)跟進(jìn)，一是確認(rèn)客戶是否收到報(bào)價(jià)，排除其他因素可能讓郵件出現(xiàn)遺漏；二是給予客戶二次機(jī)會(huì)去留意產(chǎn)品，有些客戶或許當(dāng)時(shí)忙，無暇顧及，這次提醒能喚起他們關(guān)注。
第二步：二次跟進(jìn)(第一次跟進(jìn)后一周左右)
跟進(jìn)方式與話術(shù)
電話+郵件組合拳：
試著通過電話建立溝通，電話接通后，熱情地問好，說 “Hi, Mr./Ms. [客戶姓名]，this is [你的名字] from [公司名]. We recently sent a quotation and followed up via email. I wanted to personally check in to see if you had any thoughts or if there's anything more we can clarify for you regarding our product.”
考慮到客戶可能沒空細(xì)聊，電話里別啰嗦太久，主要是表明你很重視這單生意，想聽聽客戶想法。
補(bǔ)充知識(shí)：
郵件補(bǔ)充細(xì)節(jié)：
電話后及時(shí)補(bǔ)充一封郵件，主題 “Further Follow - up on [產(chǎn)品名稱] quotation”
內(nèi)容回顧剛才電話里所說的重點(diǎn)，再?gòu)?qiáng)調(diào) “Please let us know a time that's convenient for you to discuss further about the quotation. We're eager to make sure we meet your requirements.”
同時(shí)，附上之前的報(bào)價(jià)單及相關(guān)產(chǎn)品資料鏈接，方便客戶查閱。
目的
一周過去客戶仍沒回應(yīng)，電話能直接接觸到客戶，傳遞誠(chéng)意，讓客戶感受到你的積極態(tài)度。而且電話溝通效率高，或許能當(dāng)場(chǎng)就得知客戶擱置回復(fù)的簡(jiǎn)單原因，像產(chǎn)品不符合需求、價(jià)格考量等，為后續(xù)調(diào)整策略做鋪墊。郵件則進(jìn)一步鞏固這次電話聯(lián)系，把關(guān)鍵信息留給客戶。
第三步：針對(duì)性跟進(jìn)(第二次跟進(jìn)后一周左右)
跟進(jìn)方式與話術(shù)
基于客戶可能顧慮發(fā)郵件：
假設(shè)前幾次跟進(jìn)推測(cè)客戶對(duì)價(jià)格遲疑，郵件主題寫 “Special Consideration on Price for [產(chǎn)品名稱]”
正文 “Dear Mr./Ms. [客戶姓名]，we value your potential business and understand price is a key factor. We've reviewed our quotation again and can offer some flexible options [比如適當(dāng)讓利、調(diào)整采購(gòu)量對(duì)應(yīng)價(jià)格梯度等] to better suit your budget. Let's discuss how we can reach a mutually beneficial agreement.”
若是覺得產(chǎn)品匹配度可能有問題，主題 “Discover How [產(chǎn)品名稱] Can Align with Your Needs”
正文里詳細(xì)闡述產(chǎn)品如何契合客戶業(yè)務(wù)場(chǎng)景、解決痛點(diǎn)，引用同行業(yè)類似成功應(yīng)用案例，引導(dǎo)客戶重新審視產(chǎn)品價(jià)值。
提供案例或樣品吸引：
如果產(chǎn)品有現(xiàn)成國(guó)外客戶使用好評(píng)案例，附上案例截圖、客戶反饋等，說 “We've helped [案例客戶公司名] in [客戶所在行業(yè)] achieve [具體成果，像提高效率、降低成本百分比等] with this product. Would you like to learn more about how it can do the same for you?”
或是主動(dòng)提出寄送小樣，寫 “To give you a better understanding of our product quality, we'd like to send you a free sample of [產(chǎn)品名稱]. Just let us know your shipping address when you're ready.”
目的
此時(shí)要直擊客戶潛在痛點(diǎn)，通過針對(duì)性讓步(價(jià)格、提供更多信息、樣品等)打破僵局，讓客戶看到誠(chéng)意以及產(chǎn)品實(shí)實(shí)在在能幫到他們的地方，刺激客戶做出回應(yīng)。
第四步：激活性跟進(jìn)(第三次跟進(jìn)后一周左右)
跟進(jìn)方式與話術(shù)
社交平臺(tái)互動(dòng)+郵件：
參加展會(huì)邀請(qǐng)：
目的
第五步：沖刺性跟進(jìn)(第四次跟進(jìn)后一周左右)
跟進(jìn)方式與話術(shù)
郵件施加適度緊迫感：
主題 “Last Chance to Secure [產(chǎn)品賣點(diǎn)相關(guān)優(yōu)勢(shì)] with Our [產(chǎn)品名稱]”
正文 “Dear Mr./Ms. [客戶姓名]，after several follow - ups, we're eager to move this potential合作 forward. However, due to [編個(gè)合理理由，像原材料成本上漲趨勢(shì)、旺季訂單排期臨近等], our quotation may need adjustments soon. If you can confirm your order or give us a clear signal within [具體天數(shù)], we can lock in the current favorable terms for you. Don't miss out on this opportunity for [再次強(qiáng)調(diào)產(chǎn)品能帶來，好處如提升市場(chǎng)競(jìng)爭(zhēng)力等].”
提供額外承諾保障：
比如寫 “Once you place the order, we guarantee [交付期保障、售后質(zhì)保延長(zhǎng)承諾等]. You can rely on us for a smooth and reliable合作 experience.”
目的
經(jīng)過前面多輪鋪墊，此時(shí)給客戶一定緊迫壓力，配合承諾兜底保障，倒逼客戶做決定，要么拒絕要么下單，避免一直拖下去。
通過這五步環(huán)環(huán)相扣的跟進(jìn)流程，從溫柔提醒、電話接觸、針對(duì)性破局、另辟蹊徑互動(dòng)，到最后沖刺施壓，把客戶一步步引導(dǎo)回應(yīng)，逐步靠近成交大門。外貿(mào)業(yè)務(wù)員們可以大膽實(shí)操起來，把那些沉默客戶變成熟客源！
