外贸函件写作修改

外贸函件写作八大原则了解客户的情况，正确地理解客户的要求;书写的目的明了;客户利益优先的原则;换位思考的原则;格式简洁明了;信函的形式尽量生动有感染力;多使用第一人称复数形式;拼写正确一:了解客户情况背景调查了解客户的情况:应充分了解客户的个人情况如客户的性别,年龄,性格,个人喜好和是否有何禁忌.充分了解客户的公司情况如对方是进口商,连锁店,采购的范围,建立的时间,公司的规模;了解客户与我们的关系如何如生意多长时间,客户是否常来访,对我们态度如何.如果我们不了解客户的情况,所写的信函就很盲目,会让客户不爱看,不舒服甚至触怒客户.正确理解客户的要求以免产生误解而降低沟通的效率和客户的信任度。案例分析1:DearNielsThanksforyoursigneds/cpromptly.Ihavearrangedforproduction

assoonasreceivingyoursigning.kindlyappreciateyourcontinuousattentionandsupport

foralongtime.youareouroldcustomer,franklyspeakingwefeelabitdifficultforshipmentdatednotlaterthantheendofMarch.asyouknow,theprocesslinefrommould,casting,

trimming,repairing,paintingandpackageneedscertainperiodtofinish,usuallywesetscheduleforneworderatleast50-60days

forthepurposeofinsuringthequality,ifIforceour

workers

tofinishedbeforetheendofMarch,thequalitywillbealittle

difficulttocontrol.supposehappeningthis,thatwillbealossforourfuturebusiness.sosincerelywouldyoupleasereconsideriftheshipmentdated9not10.April.Iwouldappreciatehearingyourearlyobservationonthisissue.ifIcanbefurtherassistance,pleasefeelfreetocontactwithmeat86-595-22476312directly.thankyou!Lookingforwrad

toyourpromptreply!Edward一:了解客户情况主管点评:

已经是老客人并且关系较熟了，他对树脂的生产过程已相当了解，并且客人没有提出不合生产实际的交期要求，故不必要罗列那么多老朋友老关系等的理由，使人看起来很累并且不具有信服力，现在春节还未过完，找一个比较切合实际的理由，客人会相信你的，写EMAIL的速度还要加快一些，不要咬文嚼字花半天时间写一封EMAIL，注意句子简单化和通俗化）

案例分析1(续)一:了解客户情况

修改后的邮件:DearNiels:

Thanksforyoursignedbackthes/cpromptly!应修改成:Thanksforsigningbackthes/cpromptly.NotedyouwanttheshippingdatebytheendofMarch,butwereallyneeditaroundthe10thofAprilasmostofourworkers

arestill

inChineseNewYearHolidaysandfromveryfar

awayarea,(应修改成:

asmostofourworkers

arestill

inChineseNewYearHolidaysinveryfar

awayarea,and)wearenotsurehowquicklytheycancomeback,(应该是句号)wewilltryourbesttomaketheshippingdateearlier,butifwecan'tcatchitpleaseallowustoshipitaround10thofApril.yourkindhelpandconsiderationwillbeappreciated!Bestregards!

Edward

案例分析1(续)一:了解客户情况案例分析2DEAR***:

pleasenotethatourofficewillbeclosedfromtomorrowtilltheendofApril.forvisitingHongKongshowandCantonFair,thereforwearesendignyoutheattachedO/C#ABB-036/06foryourconfirmationPleaseconfirmifyoucanshipthisreordertogetherwithABB-021/06bytheendofMay,ifnotpleaseadviseyourearliestshipdate.Lookingforwardtohearingfromyousoon.

Thanksandbestregards!KK

一:了解客户情况DEAR***,

Pleaseseethebelowmessageandattacheddocuments,whichwehavesenttoyouonapril16thand18th

Pleasecheckandadvisewhenyouwillbeabletoshipthegoodsbyreturn

Bestregards!KK一:了解客户情况案例分析2(续)案例分析2(续)DearKK,

IhavereceivedtheO/C.ABB-036/06.Thetotalamountis$2,317.68,Weneedtoget

$100asthehandlecharge.

As

usualwewillget

(CHARGE)

$150fromothercustomers.

youareouroldandfriendlycustomer,

soweonlyaccept$100.

PlsconfirmsothatIwillsignbacktheS/C.

Plskindly(可以不要此词)

noteABB-036/06cantbeshippedtogetherwithABB-021/06.Iwillsend(用词不当,应该用INFORM)

theshipdateforABB-036/06toyouafterchecking.

AsperABB-021/06

whichwill

beshipped

togetherwithABB-095/05andABB-176/05.Plskindlycheck..

(时态不对,应该说PLEASENOTETHATABB-021HASBEENSHIPPEDTOGETHERWITHABB-095/05ANDABB-176/05.这句话实际可以不用说.客人并未问及此三单的情况.上面一句话.上面一句话已回复了客户的问题)

BestRegards

一:了解客户情况DearKK,PlskindlyseethebelowmassageinredDearXXXX1.

notedthatyouwillrequire$100surchargeforshipmentO/C#ABB-036/06.

点评（可以在客人的原来邮件上进行回复,但这些是不要的内容，应该删除）2.

RE:PO#001557–wehaveissuedourO/CforthisPOhoweverABBOTThascancelleditstatingtheywillreviewtheirneedearlynextmonth.

Antoherwordswenowhave2PO’S(001522&001557),whichcouldbeshippedthgetherifABBOTTapproves.

Wewillcheckwiththemtoday,howeverwemustknowyourearliestshippingdatebyreturn.(PlskindlyconfirmABBhavecancelledPO#001557,andyouhavetoldmeABBwillplacethisPO#onnextmonth.AspershipdateforPO#001522,Iwillreplyyouafterchecking.)客人的意思是原来的001557已被取消，会在下个月初看一下是否需要此单。要我们告诉如果客户下月初通知时最迟的交期是什么时间。001552和001557可能可以一起出。所以业务应该问生控001552何时可以做好,如果001557在下月初确认时何时可以做好,然后回复给客人,让客人做选择是否要恢复001557并与001552一起出.业务在答复前没有读懂客户的意思，所以回复不到位。案例分析2(续)一:了解客户情况案例分析2(续)3.yourmessageforO/C#ABB-021/06aswellasABB-095/05&ABB-176/05isveryconfusing,subceyouhavejustshippedoutthese3O/C’Stogetherrecently.pleasesendtherelativeshippingdocumentsASAP.(PlskindlynotetheabovethreePO#

,theshipdateforthemis20th,May.anditis22th,ThemeaningisthesethreePO#haveneedshippedonthesea,Doyouhaveanyconfusing,Plskindlyadviseme).点评：客人有抱怨的时候首先应该说sorryfortheconfusion。业务这样的回复很咄咄逼人。而且没有明白客户产生疑问的原因就这样回复,客户应该会不舒服。建议写：sorryfortheconfusion.Youareright,wehavejustshippedthethreeabovementionedO/Ctogether.wewillfaxyoutheshippingdocumentslater.

KK

客人回复邮件ThisisTK,andamrespondingtoyourmessage.FirstofyourEnglishisgoodandunderstandable,troubleishoweverthatyouarenotreadingourmessagecorrectly(seemsyouforgotwhatyouwroteus).1)

REPO#001521&001557:weknowexactstatusofthese2POsnow(WewereundertheimpressionthatyouhadourO/C#ABB-03/06inhandonApr/18thandthegoodswillbeshippedouttogetherwithotheroutstandingorders.HoweveritturnedoutyoudidnotreceivethisO/C,andwenowunderstandwemustadd$100surchargetoourO/C.Butwenowdon’tknowwhentheshipmentisgoingtobemade.SinceAbbottcancelledthePO001557because$100surchargehadtobeadded,wecannowtellthemthattheycouldcombinethesetwoPOsnow.Howeverwemusttellthemwhenyoucouldship.)butaskABBOTTtoreinstatePO#001557uponhearingshippingdatefromyou.pleasecheckandadvise.案例分析2(续)一:了解客户情况案例分析2(续)2)

REoutstandingordersABB-095/05,ABB-176/05&ABB-021/06:weknowwellthatPeterdidinspectionsfortheseO/CsandthegoodsarebeingshippednowbyLCL.KKwasjusttellingwhyyouwillhavetobringabouttheseO/Cshere.

（与主题无关的内容不要出现以免引起客户的混淆）PleasetrytosimplifythematteranddealwithonesubjectatatimeinfutureThanksandbestregards.TK

二:书写的目的明了在写商业信函之前心中一定要有很明确的目的:此信函是想让客户了解什么信息或是让客户帮助我们解决什么问题.较好的方法是要在信函的第一段有一句总结的话RE:,让客户也能一目了然此信函的大体内容.也有助于客户日后的查询.注意不要在邮件的主题写HELLO或是HOWAREYOU这类的文字,因为不少带病毒的邮件的主题是这样的文字,收信者会不看内容就将它删除

案例1通篇盲然不知所云.HiSuky,quantityoforder

for762433isn'tyourstyleasI

havechecked

yourplacedorderssinceIbegantofollowyourorders,quantityofwhichis

good.

Pls

kindlyincreasequantity

abit,let's

do216pcs/style

formeet

9fullcartonssoastosafepackingandshipment,yourpromptreplywillbehighly

appreciated

forearly

production,manythanks!!bestregardsEdward修改如下:HiSuky,Re:quantityincreasefor762433Pleaseincreasequantityof762433underyourPOno.1234to216pcstomakefull9fullcartonsasitis24pcs/carton.Youearlyconfirmationwillbeappreciated.Regards,

二:书写目的明了案例2通篇盲然不知所云Kindlypleaseconfirm（应该用NOTE）thatextratwocartonsforitem81577underOrderOLD06203wasshippedonDec,12,2004,（此句与下一句没有什么关系则应用句号）total19cartonsforthisitemyouplacedactuallyand15cartonsshippedonDec,12,2004,however,theaccount（应该用AMOUNT）fortwocartonsof15cartonsnot（语法错误）includedinthecommercialinvoiceforthisorderbecauseofno

exactquantitynoticeabout

howmanycartonswereloaded

fromour

factory

dueto

workers'neglect（语法错误，而且没有必要这么写，客人不会去关心你为什么出错的细节）,wehaveurgedthemto

avoidhappeningagain,andsincerelyaskforyourforgive（语法错误）.forthistime,weaddaccountforthetwocartonstothecommercialinvoicefororderOLD06642.OLD06619,OLD06633OLD06203AshippedonDec,31,2004.Kindly（不用此词）wearelookingforwardtoyourconfirmation.thankyouverymuch.BestRegardsEdward二:书写目的明了案例2(续)修改如下:RE:AMOUNTOF2CARTONFORITEM81577UNDERS/COLD060253WILLBEPUTTOINVOICEFORSHIPMENTONDEC31ST.DearGuise,Pleasenotethattwocartonsofitemno.81577underyourS/COLD060253wereleftfromlastshipment.ThesetwocartonwillbeincludedintheshipmentforyourS/COLD06642.OLD06619,OLD06633OLD06203AonDec,31,2004.Wewillputtheamountforthesetwocartonsintotheinvoiceforthisshipment.Regards,

三:客户利益优先的原则

把客户关心的内容,对客户有益的内容写在前面.把要求与客户的利益相挂勾.案例1:向客人要求推交期HiVictorIsend1setshipmentsamplestoyoutoday,youwillreceivedittomorrow.(先告诉客户好消息他所需的样品已送出,客户心情会比较愉快)MyshippingcolleaguenotemeshippingbookingasattachedemailOurgoodswillbereadyforshipmentonFeb,05asstipulatedinS/C,butIprefertoshipitonFeb,10duetofollowing--onereasonisshowedasmyshippingcolleague'smessage,thereisnodelayonarrivaldate.(显示我们关心客户的利益,其利益并未受损)--theotheristhatNewYearHolidayiscomingandworkers

areeagertogohome,productionnearNewYearHolidayiswhatanyfactoryalwaysworryandcare.

Ifweship

itonFeb,03orFeb,04,that

means

wemustfinishproduction

byJan,30.Althoughit

is

onlytwodaysshortthanstipulated,whichistoo

bigapressure

onus.I

worryif

Ipush

factorytofinish,

seriousproduction

accidentor

qualityproblems

willhappen.

(让客户知道我们推迟交期是因为我们为其利益考虑,匆忙交货会造成品质隐患).三:客户利益优先案例1(续)Thisisfirstceramicorderyouplaced,andIthinkthecustomerisavaluedcustomer,sowetryourbesttosupplythebestqualitygoodaswecan,shipmentonFeb,10willbeagreathelptoit.So,could

youdiscusswithcustomerto

shiptheorderonFeb,10,

thankyouverymuch.(表明我们推迟交期是因为对其订单的重视).BestregardsMichael案例1:客户愉快接受DearMichael,（客户的回复，很愉快接受推迟船期的要求）Thanksforyouradvices.Furthertoourtelephoneconversation,weconfirmedtoaccepttheshipmentdateon10-Feb-05inordertohavethebestqualityofthemerchandises.Anyfurtherenquiries,pleasefeelfreetoletusknow.

WishyouhaveawonderfulyearofRooster.

Kindregards,VictorKoUnityMerchandiseCo.

cc:Joanna/Ken/Edwin/Team01三:客户利益优先案例2(要求推交期及提价)HiSteve

Itissonicetoseethese2items,especiallyEDY5122,

creategoodsalesforyousothatyoucontinuetoplacerepeatorders.Inpassing2004wehave

cooperatedverywelland

veryhappy,Idobelieve2005willbeagreatoneforbothofus.

（在向客人提要求之前先懂得誉美客人，这是写邮件的原则，先写对客人有益的内容，然后再写要求）ConcerningitemEDY5122,itisthebestsellingitemtoyoubutitalsomakethebiggestlossonus,all4orders(threein$3.5and

latestone

in$3.75)

placedon

itmakeloss.Weunderstandthatyouhadtriedyourbesttogiveusthebestpriceyoucan$3.75

inlatestorder,sowe

keep$3.75forattachedneworder

asweknowitisanvery

importantcustomer

toyou.

Andplsdousafavor

andtryto

increasequantity

to600pcsas450pcs

is

far

awayfromourminimumproduction

quantitysoitwillmakeuslose

too

much.DearSteve,I

wonderifyoucandiscusswithcustomertostopplacing

order

onthisitem.Manythanks!!(表明对客户的重视同时也表明我们的难处让客户理解,表达的方式很好)

三:客户利益优先案例2(续)Asforshippingdate,asyouknowthat

Feb,09isChineseNewYear,thereisalongholiday

aroundit,so

the

earlist(应该是EARLIEST)shippingdatewecandois

Feb,26--600pcsin$3.75shippedonFeb,26--totalvolumnofthisnewPOis764.44cuft,plsmakesurevolumnofPO#931GUAisnomorethan190cuftsotheycanbeconsolidatedina20Ftcontainer

重要的内容用大写或粗体字以引起客人的重视

Thanksforyourkind

understandingandwaiting

for

yourreplyBestregardsMichael

案例3(催客人催单)对于客人的意向订单要进行跟催,但要让客户知道我们是为其着想.HiMatthewSorrytobotheryoubutIhavetodoit.Whatisprogressof

attachedrepeatorder

Newyearholidayiscoming,wewillfinishproductionplanof

2005Chirstmas(应该是CHRISTMAS)ordersbymiddleJanuary,

nowthereisnotmuchproduction

capacityleftforChirstmas(应该是CHRISTMAS)orders,wouldyouplease

enquireJohnofthisorderandletusknowifhewillplacethisorderornot.让客户知道我们希望他尽快下单是因为生产空间有限,我们希望早点安排其订单以免没有空间生产其订单.Wehopegetyourreplyinafewdays,manythanksinadvance!!(priceingreenisourfinalquotation)BestregardsMichael

三:客户利益优先案例4(推交期)DearMr.Kwant,Iamreallysorrytoaskforyourhelpaboutasmalldelayofyourorder.

(对我们的错误对客人表示真诚的歉意,客人会比较容易接受.此话最好放在后面再说.首段最好说一些好的消息,客户的心情会较好一些,也比较爱看)Ourfactoryhasproducedmostofyourproducts.However,wefindapaintqualityproblemaboutthemilkpot.Ourworkersintermixthecolors.Thereisalittleorangeintheseaandblueonthelobster.Itlooksnotnice.Inordertosupplyyoufirstclassgoods,ourqualitycontroldepartmenthastocutdownthesedefectiveproductsandaskourfactorytoproducereplacements.

(显示对客户的重视,所以对于品质上我们要求严格,客人会比较容易接受)Itmaycostusoneweekmoretofinishthereplacements.

Your

shipping

forwarderinformsusthat

theshiptoyourportleaveseveryTuesday.SoIamsorrythatthe

earliestshipmentdatewecancatchisJanuary11th.

（给客人解释推迟货期的原因是因为我们重视品质，客户比较容易接受）Wouldyoupleaseletmeknowyourcommentsaboutthenewshipmentdate?

Wedoneedyourkindhelps.Yourkindnesswillbereallyappreciated.Manythanksandbestregards,Jessica三:客户利益优先案例4(续)客户理解和接受推迟交期,回复如下:DearJessica,Qualityfirstsonoproblemthatthereissomedelay.

WewillacceptL.C.discrepancyfortoolatedelivery.Rgds.,L.Kwant

四:换位思考的原则

如果我是客户,我希望对方以什么样的方式提供信息客户的抱怨，很多时候是觉得我们对他们不重视，如果我们不对他们的抱怨表现重视，他们的情绪就会上升到一个很高的地步。所以对于客户的抱怨我们表明对其重视,然后给解快措施.

案例1:(客户抱怨数量要求太多)HiVictorWeappreciateyourgreatsupportsin2004,whichis

themostdifficultyeartoall

polyresin

manufacturers

inrecentyears.Therearesomany

factoriesclosedin2004,fortunatelywesurvive

butwecan‘tdoitwithoutourgoodoldfriends’helplikeyou,thanksalot.

（表明客户对公司的重要性）Yourchesthurtmake

ourchesthurt,oldfriend.

（在情感上对客户的重视）Itistruethatthereareafewitem'sqtyadjustmuch,butasyoucansee

fromthefollowing:

themostofitem'sqtyisreasonable.Wehaveadjustedallceramicitems'qtyalot,sinceceramic

orderneedminimum

qty(600-1000pcs/style)due

to

expensivecasemold,

anyorderwithqtylessthanitwillmake

factorylose.

（表明我们的要求是因为客观需要，非针对他的特别要求）Frank,youareouroldfriend,wecareourfriendshipverymuchandwehavealwaysdoneourbesttomeetyourdemand.So,in2004althoughpolyresincostrocketing

++shortworkers+limitedpowersupplydrivedustoedgeofstoppingproduction,weonlyadjustedafew

ofyouritems'price,becausewecare.

（表明我们对他一贯是很重视）2005isveryimportanttous,

we

thinkitishopeful

butwealsoknowitis

difficulttous,we

believewecan'tdoit

withoutcustomer's

supportespecially

our

oldfriendslikeyou.Yoursupport

inthistimewill

enableustosupportyoumoreinthefuture.

FollowingIhavelistedallitemsadjustedqtyandprice,plscheckthemandletusknowtheitemsyoucanacceptorthequantityyoucanreach.Iwilltrymybesttocooperatewithyou.四:换位思考案例2

换位思考的原则:出现问题是难免的,但要让客户知道我们并非不重视他们而制造问题,出现问题是一些非意料的原因.重要的是显示我们对他的重视并给他解决问题的方法.

DearJohn:Sorryagain!!(最好可先写一些让客户高兴的好消息,不要一开始就让客户觉得心情沉重)

Wearedoingourlevel(应该是ULTRA,如果不确定就不要用)besttoproduceorder#362.However,(应该是句号)

whenIwenttothefactorytoinspectyourgoodsthismorning,Iamregret(应该用SAD)tofinditisdifficultanddangerousifIforcethemtofinishalltheitemsinonetimebeforeChineseNewYear.

Thethousands应该不要THEoffittings(112,464pcsmatalnames应该是METALNAMEPLAQUE,24,192pcswooden

bases,21,600pcswoodenstands,87,696hooks,37,440pcsofmagnetsandsoon)overloadourfactoryindeed,especiallywhenmanyworkes应该是WORKERS

haveleftthefactoryforChineseNewYear.Forallyouritems,werequireAAAqualitystandard.Onlyexperiencedworkersareappointedtoproduceandpackyourgoods.Sowehavealmostnoothergoodideatospeeduptheschedule.(用数据来说明制作上的困难且说明我们对品质的重视来推迟交期这样客户比较容易接受)

四:换位思考案例2(续)四:换位思考

Ihavetobegforyourhelps.Weunderstandthatyouritemsareassorted,andwehavefinishedthepaintingofalltheitems.Inthiscase,wouldyoupleaseletmeknowifyoucanacceptthatweshipeveryitemproportionally(about2/3ofyourorderquantity)tofilla1x20ftcontainer?The20ftcontainerwillbeloadedonFeb6thandshipdateisFeb9th.Fortherest14cbmgoods,wewilltrytoshiponFeb25th,becuase应该是BECAUSEthereisnocontainerdurning应该是DURING

thelongholiday.（提出解决的方法，先出货一部分且是按比例出是一种客户比较容易接受的方法）

Iapologizy应该是APPOLOGIZE

fortheproblemandsorryforthepartialshipment,butI

reallyhavenobetteridea.Sorry.

Iamexpectingyouwillhavemore

availableideaabouttheshipment.Pleaseadviseyourcomments.（寻求客户的原谅，表明诚意）

Yourhelpwillbegreatlyappreciated!!

Jessica案例2(续)客户接受和理解,愉快地同意我们的建议.HiJessica.

thanksforyourcommentsretheshipmentposition.

Iamgladtohearyouwillnotrushtheproduction,

（客户理解我们的想法，接受我们的要求）thisonlycausesproblemlaterfor

bothofus.

yoursuggestiontopartialship

acrosstherangein1x20ftisacceptable.isthereonly14CBMleft,

thiswillhavetobeshippedLCLwhichwedontliketodo.

IwilldiscusswithStephenandaskhimtocommet应该是COMMENTtoyourethispoint

rgds

John

案例3

换位思考的原则:任何客户都希望自已被重视,不要让客户觉得我们不重视他们.案例:DearGabriele,Ihavearrangedtopreparesamplesforyou.But,Wewillfinishsamplesaround3rdJune.Becauseoursamples-makingdept.isveryverybusyafercantonfair(这样写,客人会觉得是我们忙不过来就把她放在一边,不重视她).Somanyourcustomersneedsamples(言下之意是有太多客人要样了,所下你的样品只能推后一些,客人会有被轻视的感觉).Wesincerelyhopeyoucanunderstandoursituation.Pleasekindlycheckifthefinisheddateisokforyou.建议写法:WehavearrangedmakingsamplesforyourightafterwecamebackfromtheCantonfair.Sampleswillbereadyaround3rdJune.Weneedsomemoretimeforthesamplesaftercantonfairasyouknow.WeknowyouneedthemASAPandwewilltrytosendthemoutearlierifwecan.客户回复:thanksforyourmailbelowandIfullyunderstandyouarebusyafterthefair.Butyoucanbeassured-metoo!(客人觉得被轻视,所以还击:你忙,我也很忙的!)Ifyoucanfinishsamplesearlieritwouldbeagreathelp-ifnot,okayIwillwaitforyourreply.

Bestregards/Gabriele

四:换位思考案例4:换位思考的原则:客户不喜欢被强迫要求去作什么事,所以如果是我们有所要求,尽委婉,多用商量口气

案例(有关最少订单量的范文):江小姐：

你好！感谢你的订单。很抱歉由于出货的费用非常高，通常我司希望订单的金额净价至少要USD3000。

如果订单金额在USD3000-5000之间而且要出散货，增加HANDLINGCHARGE$150（对其他客人我司要求USD250）。

以上这些，先前有跟黄秀凌小姐确认过。请知悉。

(说明我们此项要求是对所有客户都这样,并非针对她的,并且我们还对她进行了特别的优惠,客户会比较容易接受这样的提法)在前一张订单下发时，我有和黄小姐讨论过价格的问题。由于材料上涨，希望贵司支持该货号价格稍微提高，即USD0.60/PC。

请重新确认。

实际上单款1000PCS是可以生产的。但是，如果只有两个货号，按最低净价金额算，每款至少要3125PCS。所以希望客人可以提高数量或者增加别的货号。

你的意见呢？

（用商量的口气客户比较容易接受）

我司目前的最佳交货期为2005-04-25（本周内确认的订单）。

生产周期45天。

盼望回复！/郭夏冰

四:换位思考案例5:案例:(对客人提出最少订单的要求的范文)HiKazuoItisverynicetoseeouritemshavecreatedgoodsalesforABBOTT,cooperationwithcustomersindevelopingnewdesignsisalwayswewouldliketodo.（客户感兴趣的内容写在前）Asyouknow,developingnewdesignsspend

alotofmoneyandenergy,

iforderingquantitydoesn'tmeetMOQ,we

undoubtly(应该是undoubtedly)

losemoney（对客户的要求要说明我们的困难，让客户理解，这样客户不会有被强求的感觉）.

Bycheckingsalesrecord,wegot

orderingtotalquantity

ofDEVON/RANGEuntilnow

is301:480pcs/302:480pcs/303:480pcs/304:600pcs,whichistoofar

awayfromMOQ（摆事实，数据最有说服力）Youareour

oldcustomer,we

alwaysdoourbesttomeetyourdemand,butwecan'talwayslosemoney.Regardingattachedproject,wewouldlikecooperationwithyouasfollowing(replyunderyourwordsinblue)

Thanksyouforyourgreatsupportsalways,andthankyouforyourkindunderstandingonthisissueBestregards

Michael

四:换位思考案例6:催客户尽快下单的范文HiCelineNewyeariscoming,Ithinkyouarebusysummarizingpassingyear'sworkandmakingnextyear'splan,worklord(应该是WORKLOAD)ofwhichislikea

hillonyourback,

thefollowingislikealittlestoneaddedtoit,wishyoudon'tfeelitathing.Wearegladtoworkwithyouonstockingproject,Ithinkitundoubtly(应该是UNDOUBTEDLY)willcreategoodsalesforbothofus.Aswhatyouaredoingnow,wearealso

makingnextyear'splan,(应该用句号)productionarrangementisoneofthemostimportantofit,(应该加入AND)Christmasordersproductionarrangementisthemostimportantofit.四:换位思考案例6(续)Wehave

already

confirmedmanybig

Christmasordersandreservedproductioncapacityforthem.Asyouknow,anyfactory'sproductioncapacityislimited,especiallyinbusyseason.Stockingprojectisourfirstproject,wecareitverymuch.Wehavediscussedwithproductiondepartmentaboutit,bothofusthinkitisbesttoconfirmstockingorderbeforeNewyear,especiallyKirkland'sbigorder,sowecanreserveenoughproductioncapacityfor

it,in

anotherside,moreearlywecofirm(应该是CONFIRM)order,

moregoodqualitywemake,becauseitisabigorderandthisprojectproductsaren'teasytoproduce.(客户利益原则,把我们的要求与客户利益相挂钩,客户会比较容易接受.)ThankyouinadvanceBESTREGARDSMICHAEL案例7:换位思考:客户总希望能得到最好的价格,不要让客户觉得他们的降阶要求是很荒唐无理的.我们即使无法降价,也应该表示我们的诚意:HiCarmen:

Longtimenohearingfromyou,wisheverythingisgood.

Itisreallyexcitingtoseeouritemsattractingcustomers‘eyes.Carmen,Iknowyouarecrazybusynow,butpleasetrytosqueezeafewminutestosendmepicturesofallsamples,Ican’t

waittoseethem.(要客户帮忙的，口气一定要客气，这段话写得好)

Regardingthequotation,weknowyourquantityisgoodsoLucyquotedallitemsbaseonquantity2000pcs/styleinCantonFair,sothereisnoroomforloweringcost.ButweunderstandHGPisabigcustomer,whichisimportanttoyouisimportanttous,sowetryourbesttoquoteasfollowing（表达上很好，有诚意）

四:换位思考案例8:与客户商量加操作费客户回复接受增加操作费：郭小姐您好，

我公司同意付usd250.00.

祝

愉快

新馳公司張文瓊-----OriginalMessage-----From:

BESTELLALINTERNATIONALCO.-ALICE

To:

新馳best58

Sent:Monday,June12,20069:19AMSubject:Fw:S/C#BET10929

-----OriginalMessage-----From:

jessica

To:

BESTELLALINTERNATIONALCO.-ALICE

Cc:

black

Sent:Saturday,June10,20068:51AMSubject:Re:S/C#BET10929

张小姐，黄小姐：

早上好！

关于USD250的HANDLINGCHARGE，很抱歉由于是公司基于实际成本的政策，对所有的客人，我们都需要同样的支持。希望贵司可以理解。（向客人说明此作法是对所有的客户而非特别要求他，这样客户才不会反弹）

虽然现在是订单生产的高峰期，我们仍然希望可以通过安排生产这份订单，配合贵司做“SERVICE”。这份订单我司的帐上也是显示赤字，但我们希望客人将来可以有更多的订单。（表明我们对他是很关照的，客户会比较容易接受）

郭夏冰亚伦集团（福建）有限公司

五:格式简洁明了

使用自已最熟悉常用的词语而非生僻的字;尽量使短句，一句话在20个单词以内；一个意思一句话,不要总是一逗到底.；一件事说写就另起一段。

案例1:DearAnderssonThanksyourkindly

supportforourbusinesssincelongbefore,kindly（不用此词）Ifeelhonouredtohavebusinesswithyou!youknow,wellcontrollingofqualityisalwaysourconstantfaithsincetheestablished

（wealwaysmakegoodqualityproductstokeeplongtermrelationshipwithcustomers）

.therefore,sometimeswe

needtospend

alittlebitmoretimeonqualitysoastosatisfyourcustomers'demandsforgoodlookingand

durablearts

.forthistime,theorderDYN09569

(placedonNov.11.2004)havetobedelayeduptoMarch10duetoassurequality.kindlyIwouldappreciatehearingyourobservationandunderstanding.thankyou!(IwenttotheproductionlineandcheckthequalityofyourorderDYN09569andfoundsomeproblems.Inordernottomakeproblemsforyou,wereqireourfactoryreworkontheproductsandthusshippingdatewillbedelayedabittoMarch10th.Sorryforthetroublewemaycausetoyou.Hopeyoucanunderstandthisandacceptthat.Yourconfirmationwillbeappreciated!)

Best&RegardsEdward五:格式简洁明了案例2

Haveagoodday!(熟悉的客户不必写)Iwillsend

youthephotoes(应该是PPOTOS)of

packingprocedureincludeexportcartonmarkingfor(红色的不必写,客户知道)3013/01/06

tommorrow(应该是TOMORROW),

(一句话说完就用句号)andthe

photosfor3039/01/06

and

/3070/01/06

iwillsendyouMay15th.Iwillsendyou

theshippingsamplefor/3070/01/06

May13th.(修改为:PHOTOES3039/01/06

and

/3070/01/06

WOULDBESENTONMAY15TH,shippingsampleforAP/3070/01/06

WOULDBESENTONMAY13TH).

Regardingthecontract6281,wouldyouplsopentheL/Ctouswithintoday!(不要让客户觉得你在在强迫他,应加一句说明WEDONEEDITVERYURGENTLY)Ifalsotellusthebankwhich

youopentoishighlyappreciated(修改为:PLEASEINFORMUSWHICHBANKTHEL/CWILLBEOPENTO.THANKSFORYOURHELP!五:格式简洁明了案例3

案例三:(下篇言简间赅,条理清晰)DearLeo:

Thanksforconfirm(应该是CONFIRMING)theshipmentdateofJuly15thforthefollowingtwoneworders:

1.BAT+V:

534657

Ballfountain

30+150

StoneFountain

30+150

Total:37cbm

2.CASA

:

534656

Buddha

237pcs

1*40HQ

534657

Ballfountain

312PCS

StoneFountain

312pcs

1*40HQ

Total:2*40HQ

PleaseconfirmtheaboveandI(应该是WE)willarrangetheproductionimmediately.Regards,Jessica五:格式简洁明了六:信函的形式尽量生动有感染力案例1:DearKenny:Hithanksforyourreply.

Themuglooksgreat!!!

（用GREAT而不是用GOOD或OK且用了三个感叹号，其效果就很不一样。）

Thankyouforyourpicturesandyoursendingthesampletoussosoon-wehopethatwewillreceivethesampleintime.

Thanks,

Natasha

六:信函的感染力案例2

案例二:对公司的介绍.行文流畅,文字生动有感染力.

Weareleadingexportmanufactoryinourarea.Wehaveourownindustrialparkinwhichthereareourownpolyresinfactory,ceramicfactorymetalfactoryandcartonfactoryandsoon.Employeesinourgroupareover5,000andwearedeveloping.From90'soflastcentury,AllenGroupenjoyshisgoodreputationinworldmarket.Wesupplyefficientservicesandexcellentqualitygoodstoourcustomers.Wehopewecanbuildupbusinessrelationshipwithyousoon.

六:信函的感染力案例3HiKenny,

thanksforyourmail.

theeggcupsasyoumayrememberarebeingrevisedduetothesizeandthecoloursofthehens.

Junethe29thisgreat(不是用GOOD,语气上强烈得多),allofthesesamplesinonegowouldbefantastic(不是用OK,而是用FANTASTIC,语气上很热烈).

thankyoukindly,

Natasha案例4（给客户年度的总结，表达了我们对客户的感激及我们的信心和实力及对未来的希望，是一封很好的邮件，建议每年圣旦时发一封这样的邮件）Thenewy