如何有效跟进客户培训课件(共66页).ppt

1、基本流程 询盘 分析询盘：1.内容提炼 2.客户分析（背景，需求，分类） 样品单 样品费是试金石，样品单=订单 订单询盘分类1.有订单在手的有订单在手的 竞标竞标 及时，价格 直接使用者直接使用者&第一手买家第一手买家 对价格相对不敏感，对质量，服务比较关注2.有询盘在手的有询盘在手的 价格，支持，协助 中间贸易商，比价格 专业，对价格较敏感，直接报价 要求明确，有图片，具体数量，材料要求，交货时间，目标价格等发多家 直接报价 （该出手时就出手）发only 尽量提问题问客人（用途:促销还是零售，目标群是那些人，有没有预算,目标价格）3.无订单无询盘无订单无询盘，仅作市场信息收集 客人看

2、中我们产品 客人要求推荐款式，目标价4.供应商储备供应商储备 要catalog，price list - 收集资料，互动一下，长期跟进针对3,4类客户，浏览网站，问几个关键性问题关键性问题，例如产品规格，价格参数，可接受价位，打算订购的数量，客户群，跟中国哪些地区的企业有生意往来以及生意年限 可以进一步判断、筛选是否有价值客户，以便进一步长期跟进。* 带图片询盘- 一定要想方设法让客人寄原样过来，成功率较高！*有效询盘也可能是一句简单的话。 Can you give me more information about your product?询盘回复 1.及时 2.专业 3.提炼询盘信息点

3、4.针对性信息点回复 5.设置问题，以求互动对客户的任何信息要及时响应并回复；对客户的任何信息要及时响应并回复；对客户的回复不能是简单的一问一答，要尽可能全面、周到。对客户的回复不能是简单的一问一答，要尽可能全面、周到。表示合作的诚意表示合作的诚意 - 语气，专业化建议等语气，专业化建议等新询盘问客人更多信息新询盘问客人更多信息 Glad to receive your inquiry. Wish you XXX To provide you a good quotation, we need to confirm the following details, 1. 2. 3. Detaile

4、d information will be sent to you the moment we get your confirmation. 或者Best price will be sent to you the moment we get your more detailed information. Thanks for your time. 要图片等更多细节要图片等更多细节Do you have picture or interested model for that? It will help us offer more exactly price for you according

5、ly.1.及时回复所谓及时就是一收到就回复。无论你知道不知道报价，都要回复。通常2种及时回复。一是告诉客人收到，我们正在仔细研究你的询盘，将在30分钟内给予回复；二是介绍公司给客户，弄个模板，同时30分钟后直接报价给客户；1）Well received yr inquiry with thks, Best Quotation with details will be sent you within 30 minutes.“2）模板（不推荐，视具体情况而定，能够针对客人询价提出具体问题以及专业化建议更好）（不推荐，视具体情况而定，能够针对客人询价提出具体问题以及专业化建议更好） Dear XXX

6、Im very glad to rcvd your inquiry and know your company ;-)As X years professional bag factory (ISO9001 Certification) with X years gold supplier on A, the XXX(针对客人的产品） is always our strong and basic product. Weve produced series of XXX产品for some famous brands, such asXXX客户Hope we can become your re

7、liable supplier. Wed like to make a long term partnership with every client!Herein attached some XXXcatalogues for your reference.You can also visit our website XXX for more designs.Should any of this items be interested of you, pls feel free contact me for more details.Best regards,XXX怎样让你的回复脱颖而出 一

8、、大概格式 1.标题： 提炼，与询盘内容有关，有吸引力，能够与别家区分开来 (专业的编号) 2.正文一句话简短带过，表明我们的优势。列举曾合作过的客户，品牌等，最好跟询盘客户在同一市场。附产品目录（涵盖询盘中的产品） 3.结尾设置问题 4.完善的签名很重要 二、针对不同类别产品特点给予不同回复 平时建立模板，找好图片，分类存在不同文件夹1.化妆包化妆包 介绍做过的大订单，大客户，发工厂视频2.书包书包/儿童背包儿童背包 发西班牙做过的一套old school系列 发展会图片，介绍这种材料可回收，环保等优势，在欧洲卖得很好，尤其在德国，说不定在你们市场上就能找到我们的产品 Dear Ivan,

9、Im very glad to rcvd your inquiry and know your company ;-) As 14 years professional bag factory (ISO9001:2008 Certification) with 9 years gold supplier on A, the cosmetic bag is always our strong and basic product. Weve produced series of promotional cosmetic bags for some famous brands, such as LO

10、real, Dove, VICHY, CLINIANS, AVON, Gillette, NIVEA etc. Hope we can become your reliable supplier. Wed like to make a long term partnership with every client! Herein attached some cosmetic bag catalogues for your reference. You can also visit our website or for more designs. Should any of this items

11、 be interested of you, pls feel free contact me for more details. Best regards,Dear Alexeii, The felt series is our strong and advantage product. Were the forerunner in China who develop and show this felt series since early 2010.Now we have stable markets and customers in Europe, especially in Germ

12、any, maybe you can find our products on market.This felt material is natural and eco-friendly, which can meet the standard and regulations in Europe. We had experience for this. Attached our latest October Hong Hong Mega Show pictures for your reference. Best regards,Attached the felt REACH SVHC tes

13、t report for your reference. All materials are AZO free, low cadmium and phthalate free. Well follow the European REACH standard. 三、轰炸式回复法轰炸式回复法 让客人最短时间内记住你，让客人最短时间内记住你，但是要尽量提供给客人有用信息，而不是重复累赘，避免客人反感。 两封以上，2-3封 第一封大概介绍，第二封针对性，具体问题具体回答 比如大数量订单，客人关注交期，可以告诉他我们处理大订单的经验。 比如他要放自己的logo在包上，例如felt包，可以把我们做过的不同

14、的logo图片发给他，例如silk printing, embroidery, laser, emboss, metal, hang tag, fabric label, rubber label 四、善于利用手头资源 1. SGS, Alibaba product line verification, fty vedio, 工厂图片 已做过的样品图片，大货图片，展会图片，客户列表 必要时发给客户，这些都是使你区别于其他供应商的优势 2. 利用各个国家已合作/未合作的客户帮忙打广告，使客户对你产生信心 Oral B Gellitte 3. 善于向你的客户学习 例如好的english表达方式 对

15、产品及细节的专业表达，专业描述2.专业 1.专业知识，对自己产品熟悉程度 针对客户问题做出准确回答，体现公司专业的形象和实力。 2.客户的专业度 非专业买家更容易成功，信息给得越详细的客户越难搞定。关于专业： 在非专业买家面前要表现得很专业，能够给客人提供各种建议和解决方案；在专业买家面前，要学会聆听，做到有问必答，有答必对。caseDear XX: Please see attached for a steel cabinet we wish to have fabricated. Please quote 1000 of each part for delivery to the US b

16、y sea. We have an ongoing need for this item. If you have the capability to coat the parts, please do so or indicate otherwise. We will await your favorable reply. Sincerely,caseDear Tim: we are interested in your inquiry of these 2 parts, our quote as below: 1. Part Number: 12085 Material: 18GA CRS

17、Finish: Smooth Powder coated. ( it is very high requirement, need clean spray in empty space)Weight: 300gPrice: FOB NINGBO US$XX/pcMould cost: US$1210 2. Part Number: 12088 Material: 18GA CRSFinish: Smooth Powder coated. ( it is very high requirement, need clean spray in empty space)Weight: 240gPric

18、e: FOB NINGBO US$XX/pcMould cost: US$1210 The Price can be lower if the quantity is rising up in future. the powder coated need very high requirement, so that our price is a little higher. waiting for your reply!caseDear XX:Thanks for your prompt reply.For your questions: 1. The paint, I guess this

19、parts is assmblied to the Auto Mobile Electronic equipment, Powder coating is very important, need high requirement, we have experience to make similar stamping parts, the outer paint should without any dust, need spray in Vacuum. but I can not provided pictures for you as we sign NDA with our clien

20、ts, who is also located in USA.2.the price and qty. the 2500 pcs need same price. I refer to the bigger qty means over ten thousand of that.3. Lead Time: we need 30 days to finish the mould, and need 25 days to finish 1000 pcs of both production. Thanks!caseDear XX: Thank you for your comments about

21、 the powder coating, it is not a requirement for this part. Are you offering to paint the parts? That would be acceptable. Our only concern would be to achieve the correct color. Perhaps we should start with the tooling and determine the finish later? Would you please reply with payment instructions

22、 so that we may T/T tooling cost to you tomorrow? Attached is a purchase order. Also attached are new drawings in several formats. Please note that we have changed the diameter of two holes on part 12085 very slightly. These are on each side of the part. We are impressed by you website and by your q

23、ualifications. Although there are many competitors with equal or better pricing we have chosen XX公司 because we are impressed with your spirit or qualirfication. You are the only one who has offered a more practical coating method as well. I will await your reply. Sincerely,3.询盘提炼 1.标题提炼 2.关键词的提炼 3.询

24、盘内容提炼（客户公司信息，通过买家对自己的介绍，侧面了解买家的信息，比如上网搜索对方公司名称，登陆对方网站，了解买家的规模、性质、经营范围等或直接问客户，一般正规的买家都乐意告诉他们公司的信息。）产品，质量，价格，交货时间，付款方式，OEM及ODM能力，生产性企业，生产小、大数量的能力）4.针对性回复a 1.收到客户的询盘，要把客户关注的关键点提炼出来然后围绕着关键点去回复即可； 2.买家在询盘里询问的内容，务必一个不落的回答，避免不必要的错误和遗漏。 3.买家没有询问到的基本信息也要体现出来，如：产品图片、名称、货号、参数规格、认证信息、单价、数量、付款方式、包装、发货期限、运输时间等等 4

25、.任何条目性的问题点或确认点，你要回复或确认，顺序上也最好与客户的问题点或确认点相对应4.针对性回复b 办法或程序一： 把与客户的邮件沟通想象成是电话沟通！ 办法或程序二： 一是审题（把客户邮件内容和/或附件研究透）； 二是提纲（列出自己要回复的要点）； 三是检查（把自己写好的邮件和/或附件与客户原始邮件对应检查一遍然后再发送）。Verzonden: woensdag 31 oktober 2012 10:50Aan: Jessie VandersmissenOnderwerp: Re:Re: Inquiry 200K pcs toiletry bag kidsHi Jessie, 1) Do

26、 you have pictures or drawing for your 200K pcs toiletry bag inquiry? Pls send to me, then we can offer exactly correct price for you accordingly. I dont have the artwork yet, please base on full color design! Please check attached for reference. Customer still need to make design. The attached is j

27、ust for reference. Can be simplified. 2) Delivery time: goods ready before CNY Its no problem for us. Pls rest assured that weve abundant experience for dealing with large quantity orders. You can refer below link for Gillette cosmetic bag, which has repeat orders from Poland client during the past

28、3 years, with ontinuous qty from 900,000 to 1,200,000 pcs. Pls refer attached certificate of authorization. 3) All materials are AZO free, low cadmium and phthalate free. Well follow the European REACH standard. Our main market is always in Europe during the past 14 years, all of our materials and b

29、ags can meet the standard and regulations in Europe. We had experience for this. Pls rest assured. Waiting for your prompt reply! Best regards,Jessica5.设置问题所谓回复报价不仅仅只是将老板给的价格报出去，否则就沦为报价工具了。前期最重要的是跟客人先“互动”起来！ 买家不会轻易出牌，邮件需累积到一定长度后才开始深入。 业务- 跟客人“周旋”的能力 回复每封邮件的时候，结尾要想尽一切办法设置问题让客人回复，互动起来。 （前提是把客人之前询问的感兴趣

30、的问题已经全部有针对性回答） 注意：问题不要设置过多。互动的目的是结果结果。 一切问题的设置都是围绕结果而提出的。 要善于引导客人。引导客人。 每次跟进都要问到明确的答案每次跟进都要问到明确的答案表达的语气，方式很重要，简洁明了中表达出自己的想法。观察总结客人的需求点是什么挖掘客人真正关心的，需要的是什么, 赢得客户信任第一封报价邮件的结尾处就开始引导客人是否需要样品 do you need sample for checking quality?设置问题案例caseCase casecasecasecasecasecasecasecase报价后跟进（关键环节） *电话最有效电话最有效 打电话

31、的技巧，问问题的内容打电话的技巧，问问题的内容（但是电话前先发邮件过去，说你是XX公司的，关于这个XX邮件你是否收到，电话过来想知道你的想法。打完电话后马上再回一封邮件，感谢刚才他的接听，希望尽快得到答复。等等） *判断客人是否做决策者 邮件跟进邮件跟进 (不仅仅是围绕这个order反复询问客人，也可以是发新产品，展会邀请函，节日问候，公司最新动态分享，行业分享，个人旅行share, 我同事把自己照片发给客人)做生意就是做朋友发照片让客人感觉到真实性其实设置邮件签名的时候就可以放自己大头照在最后介绍公司背景也可以放公司集体活动照片 Schedule (timing)重点客户跟进方法 主动才是积

32、极主动才是积极 客户需求明确时，最好在客户当地时间客户需求明确时，最好在客户当地时间2424小时内回复客人邮件。小时内回复客人邮件。 最好邮件后再打电话给客户，加深印象，要他的邮件反馈。最好邮件后再打电话给客户，加深印象，要他的邮件反馈。 Schedule 进展到哪个阶段一目了然进展到哪个阶段一目了然 三赢策略三赢策略-站在公司、客户、自身的三方角度上站在公司、客户、自身的三方角度上力求平衡。力求平衡。让客人感受到我们的坦诚让客人感受到我们的坦诚客户跟进客户跟进 具体邮件流程具体邮件流程 转发报价（把上次报价邮件转为JPG图片直接插入邮件正文）- 问是否收到，Im stilling waiti

33、ng for your feedback/comments. 简单跟进简单跟进Did you rcvd any feedback and comments from your customer for this Felt Shoulder Bag?Is there anything i can help you? Pls do not hesitate to contact me if you need any support. 问是否需要样品问是否需要样品Did you send all information to your customer? Any comments and feedb

34、ack from them? Will they need samples in recently? I can ask factory arrange this sample preferentially so that you can show it to customer at the shortest time. 体现对客户的重视 进一步跟进（价格，当前进展等）进一步跟进（价格，当前进展等）Do you think our price is feasible when compare with other competitors?Can you advise when will you

35、 start the stage of choosing supplier and approval samples?Then well arrange our working accordingly in conjunction with you! Best regards,Dear Adam, Does your customer has a rough budget already?We can adjust our product details to meet your different price range.Can you advise the main problems yo

36、ure facing now? Maybe we can check and find some methods to resolve it together. Best regards,询问客人给予答复时间询问客人给予答复时间 Dear Karolina, Thank you so much for your high praised! ;-)I hope receive your update feedback from client soon.If theres any question and other help we can provide for you, pls contact

37、 me freely! BTW, can you tell me usually how long itll take when client give us the news?（Then well know how to arrange our next step works accordingly. ）可增减 Best regards,Jessica - Original Message -Sent: 2012-10-29 15:17Subject: Re: 10.000pcs ELMEX BAGSDear Jessica,thank you very much for completio

38、n of our quationnaire and also all information about your company.We really likes your experiences and we would like to cooperate with you.So at that moment your quotation is in clients hands and I will let you know if we have any news asap.Thank you very much.Have a nice day :).Best RegardsKarolina

39、 客人一直不回复”威胁威胁“ DearHow is everything going? You must be so busy that you have no time to reply me! Take care of yourself!Im wondering if you still in need of XXX product? Is it convenient to know your clients comment of XXX 产品Tomorrow if it is convenient to call you? If there is still no reply, Ill

40、give you a call !Have a nice day!Hello Dustin, Good morning. How are you? I know youre certainly very busy for everyday work. But would you pls spend only 2 minutes to reply me? The felt phoneholders is our strong advantage item. So im sincerely hope we can cooperate.Weve nice talking on trade manag

41、er since 2012-10-12, till i sent you attached drawing on 2012-10-17 for your checking the in stock blue & yellow colors.You said the client need the goods urgently. But i cant get any further news from you till today. I feel a little disappoint ;-( Do you have any update news for the order?Wed l

42、ike to know the current true situation, then well know what to do next. （how to go ahead） If you need any support from us, pls do not hesitate to contact me! Best regards,Jessica客人实在不回复I know youre certainly very busy for everyday work. But would you pls spend only 2 minutes to reply me? Even if you

43、 ll not choose us, pls also tell me the true situation. Then ill not disturb you any more for this project. Thanks for your time! ;-)或者Anyway ,Romana , my friend ,what I want to say is that : If there is something wrong with my service to you in this mobile phone bag project ?Or any other reasons th

44、at block both of us to catch this order?寄样后催单Today weve sent out 2pcs sample XXXX When do you think the customer can confirm this order after sample approval?As you know, now is busy season till Chinese New Year, the earlier if you can confirm this order within November, the better for us arrange th

45、e production schedule for you in advance.Next month in December well concentrate on finishing the orders which must be shipped before CNY, itll very hard to insert your order temporarily by then. Pls kindly explain and push your customer after sample arrive! Waiting for your prompt reply. Best regar

46、ds,寄样转订单及时跟进样品反馈制定时间表 每次跟进都要问到明确的答案，不能蜻蜓点水； 引导客人，而不是被动等待3. 为每一次跟踪找到漂亮的借口 旁敲侧击：原材料价格波动，汇率走势，报价有效期，下单激励措施，情感攻势等持续跟进 80%的销售是在第4至第11次跟踪后完成的5. 客户第一 站在客户角度，调整自己姿态，了解客户最近关注的问题及工作进展让客户加深对你的印象 电话等 很久没联系的客户很久没联系的客户Dear Michaela, Hope you had a nice holiday and weekend ;-) Theres long time no new inquiry and e

47、mail from your company.How about your business recently? Do you have any projects for Christmas now?If you need any support from us, welcome contact me freely! 客人拒绝也要追根究底客人拒绝也要追根究底Hi Jessica,I am well, how are you?Please note we were not successful in winning this order with the customer.Kind Regard

48、s,Roula-Dear Roula, Its so pity to hear that! Anyway, we appreciate your news. Would you pls spend only some minutes to do me a favor more? Pls advise the reason why we failed with customer? Theyre not satisfied with our price / quality, or they choose other item project finally? Dont mind of my ver

49、bose, haha ;-)We just hope to attain relevant feedback from you. Any comments by return will be much appreciated. It will help us to improve our work and serve you best in near future. Thank you in advance! Best regards,JessicaHi Jessica,There was nothing wrong with your sample or price. Your work i

50、s very good.This submission was part of a tender process. This means many other suppliers gave different items and quotes to the customer.It seems the customer chose another supplier with a different item.Kind Regards,Roula-Dear Roula, Thank you for your information.No problem, customers always have

51、 their own choice, thats very common. I hope next time theyll choose bags from us ;-) If you have any new project inquiries recently, pls feel free contact me! ;-) Best regards,Jessica应对客人讨价还价 心态切忌cant, impossible之类不给自己留余地的话 如何应对1）对方价钱对我们仍然有利2）对方价钱我们无法接受 （坚持自己的合理价格）Youre serious business man who pay

52、 much attention to quality but not only price, right?If you only care the price, i firmly believe you can even get much cheaper prices than the best price you got so far in China!But do you feel relieved with its quality? Theyre not normal price based on reasonable materials cost + workmanship. Im s

53、ure youll not order with them in next time. Our many customers proved that! 客人心理任何人，做任何事，接受任何价格，都是有理由的符合逻辑的。摆事实，讲道理。有客观事实做基础。被动：跟着客户的要求走在拒绝客户的时候给出具体理由，并给出不同价格区间推荐方案。让客户了解我们的产品成本+价格构成，及市场上同类产品的比较以取得对价格的认可。reasonable 而不是 cheap主动：展示自身优势让客人关注价值而不是价格产品可以给客人带来的价值价格遇到节点的时候可以借力，不妨想下自己还有什么优势可以做为条件来增加自己的主动权的,

54、 如交货期，认证（突出别人没有的），出口经验，合作伙伴，甚至付款方式等,让买家的思考纬度不再局限于价格。 在跟客户说涨价理由的时候到行业网站上找一些材料价格变动的数据图当做论据。 收集行业信息以及产品外沿知识，比同行更专业Sent: 2012-11-14 21:51Subject: Re:Fw:Re: Inquiry Felt Shoulder BagDear Rene, XXXXXXXXXXX Usually we use 3mm thickness felt.The weight of the fabric per sqm can be adjust as per your request

55、. The machine can press the material to let the felt loose or tight. Theres no card board or plastic between the 2 layers.If you need make the lid more rigid, we can do according to your request. 1) Our client and market share Your inquired Felt Shoulder Bag is our best selling model in Germany. Wev

56、e many repeat orders for this bag.If you need, ill give you some contact infomation of my valued big Germany clients (of course after their permission), so that you can proving our quality feedback from them.Youre in the same market. They choose us, why you not? ;-) Im firmly believe that you can fi

57、nd our felt bags in Germany market, we proud of owning 40% felt market share in Germany. (The statistical data comes from our dealed orders in 2011 whole year. ) 2) Our felt story The felt series is our strong and advantage product. Were the forerunner in China who develop and show this felt series

58、since early 2010.Now we have stable markets and customers in Europe, especiately in Germany, maybe you can find our products on market. 3) Our felt material All our current felt materials are made of 100% polyester, its eco-friendly and recyclable, which can meet the standard and regulations in Euro

59、pe. We had experience for this.We can guarantee All materials are AZO free, low cadmium and phthalate free. Well follow the European REACH standard. Next email ill attached the felt REACH SVHC test report for your reference. 4) Our price Our felt price is competitive enough on market. If you only ca

60、re the price, i firmly believe you can even get much cheaper prices than the best price you got so far in China!But do you feel relieved with its quality? Theyre not normal price based on reasonable materials cost + workmanship. Im sure youll not order with them in next time. Most of our clients approved th