第一招：鎖定客戶，確定目標(biāo)
A 級客戶：深入了解公司規(guī)模、產(chǎn)能、交期，有具體合作切入點(diǎn)，涉及產(chǎn)品報(bào)價(jià)、樣品需求，甚至提及付款方式、驗(yàn)廠驗(yàn)貨、包裝方式和售后服務(wù)等。此類客戶需優(yōu)先且重點(diǎn)跟進(jìn)。
B 級客戶：針對某一話題進(jìn)行過 3 至 5 個(gè)問題的討論，有較明確的產(chǎn)品切入點(diǎn)，可能談到產(chǎn)品情況、報(bào)價(jià)等。雖有穩(wěn)定供應(yīng)商且暫無轉(zhuǎn)移意向，但適合長期跟進(jìn)。
C 級客戶：僅進(jìn)行簡單商務(wù)交流、交換名片，未明確提及產(chǎn)品需求和采購需求。這類客戶可能在探尋商機(jī)或剛涉足該行業(yè)，處于了解階段。業(yè)務(wù)員需進(jìn)一步了解其業(yè)務(wù)范圍與自身產(chǎn)品的契合度，以及客戶群體的匹配度，具有一定開發(fā)價(jià)值。
D 級客戶：只是拿樣本、換名片，基本沒有交流。對于這類大量存在的客戶，業(yè)務(wù)員需后期通過信息收集和客戶分析重新篩選開發(fā)。
第二招：展會當(dāng)天乘勝追擊
展會當(dāng)天回到酒店后，建議業(yè)務(wù)員給篩選出的重要客戶發(fā)一封郵件，這既是感謝信，也是會談紀(jì)要。正式的會談紀(jì)要能讓客戶感受到你的專業(yè)，郵件中還可附上與客戶的合影或其感興趣的產(chǎn)品圖片，以吸引客戶注意。
第三招：系統(tǒng) “解剖” 客戶 “肌理”
通過客戶分析，還能得出客戶與企業(yè)之間的匹配度。若匹配度高，如企業(yè)短期內(nèi)能滿足客戶的產(chǎn)品和服務(wù)需求，這類客戶應(yīng)在客戶檔案中優(yōu)先上調(diào)跟進(jìn)，并持續(xù)為其提供新價(jià)值。
第四招：“私人訂制” 開發(fā)信
優(yōu)質(zhì)機(jī)會客戶：這類客戶有購買需求和意向，只是在規(guī)格、數(shù)量和供應(yīng)商選擇上尚未確定。追蹤時(shí)，應(yīng)將重點(diǎn)放在引導(dǎo)客戶關(guān)注規(guī)格選擇，追問需求細(xì)節(jié)，以推動交易進(jìn)程。
示例：
“Dear XXXX,
It is very nice to take with you on Canton Fair.
As per your request, I am sending you the detailed specification for XXX model. FYI, we use high-quality imported material with zero lead for this model. It is very popular in European market, as consumers are more demanding for green products.(從細(xì)節(jié)入手，給客戶提供充足的信息，同時(shí)暗示你的東西是好的，為何價(jià)格會比較貴。即便不直說，客戶也清楚了。)
Can you tell me how many pieces do you need for this model? And what is your requirement for the package?(通過提問，將客戶的注意力放在能夠向前推進(jìn)的細(xì)節(jié)上。只要客戶一點(diǎn)一點(diǎn)地給你提供構(gòu)成一個(gè)完整訂單的詳細(xì)信息，你就在往訂單一步步邁進(jìn)。)
Best regards,
XXXX”
感興趣客戶：客戶對產(chǎn)品感興趣但尚未下定決心購買，可能是因?yàn)閷κ袌隽私獠蛔慊驅(qū)ΜF(xiàn)有供應(yīng)商仍有顧慮。
需調(diào)研市場型：通過成功案例幫助客戶樹立信心，必要時(shí)提供特殊政策讓其試銷。
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示例：
對現(xiàn)有供應(yīng)商不死心：挖掘現(xiàn)有供應(yīng)商的弱點(diǎn)，讓客戶意識到不良供應(yīng)商對其生意的危害，但注意不要直接攻擊競爭對手，而是從客戶關(guān)心的角度出發(fā)，引導(dǎo)其思考。
示例：
“Dear XXXX,
Thanks a lot for visiting us during the Canton Fair.
Behind every successful distributor, there is a capable & reliable supplier.
As a capable & reliable producing supplier for XXX,XXX (知名大客戶)，we hope to be the one that stand behind, and give you firm support.
Can you give us a chance?
Best regards,
XXXX”
“Dear XXXX,
It is a great pleasure to talk with you on Canton Fair, and know your interests in our XXX products.
After the fair, I collected a few more information on our sales, which might be helpful for you. FYI, for this model, our sales in XXX country (需要同客戶接近的市場) is XXXX. Our customers said that the market specially like the XXX feature of XXX (products).
I am very confident that you can sell XXX very well in your market. Anything I can do to help you to research or test the market, please just tell me.
Best regards,
XXXX” -
收集信息客戶：這類客戶對產(chǎn)品了解有限，只是隨意詢問信息。業(yè)務(wù)員應(yīng)幫助其了解產(chǎn)品的來龍去脈、賣點(diǎn)和市場機(jī)會，促使其深入調(diào)研并下決心購買。
示例：
“Dear Peter,
Very pleased to talk with you on Canton Fair.
To let you have more information about our product XXXX, I attach our brochure for your reference.
Very briefly, this products target high-end market with better distribution profit margin.Consumers love it for its features:
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If you have high-end customers, this is a very good opportunity worthy to investigate further.
Best regards,
Kate”
第五招：只給客戶想要的
業(yè)務(wù)員應(yīng)思考為客戶提供的信息是否有價(jià)值，不定期的新品推薦和改進(jìn)比重復(fù)強(qiáng)調(diào)產(chǎn)品質(zhì)量更有吸引力。也可在信中加入其他元素，如禮貌詢問合作擱置的原因、客戶生意現(xiàn)狀，并提供參考建議，重點(diǎn)在于解決客戶問題而非單純推銷產(chǎn)品。
