跨境电商客户服务英语 课件 Task 6 接受买家的折扣要求

跨境电商客户服务英语（第一版）张康

徐俊凌/编著导论目录Contents第一章售前服务电子商务客户服务渠道与客服咨询模板任务1产品描述要点、案例与模板任务7拒绝买家的折扣要求任务2欢迎词、问候语类电邮的书写任务3产品信息咨询任务5如何书写催促付款电邮任务6接受买家的折扣要求任务4

关于价格、折扣、促销、付款方式、运费和关税咨询THowtoofferSpecialDiscount接受买家的折扣要求内容提要1.

TipsforWritingDiscount-givingE-mail撰写折扣电子邮件的技巧2.Giving-discountE-mailTemplates

提供折扣电邮模板【内容提要】价格咨询往往伴随着讨价还价，而面对买家的折扣要求，卖家只有两种选择：接受或者拒绝。本部分介绍了如何接受买家折扣要求，同时又能最大限度地维护公司的利益和诚信。知识目标：理解折扣促销的四大技巧，掌握如何通过截止日、

措辞、数字、使用限制等手段营造折扣珍贵性。能力目标：通过相关理论和模板的学习，能够针对五种折扣促

销方式书写针对性电邮。导入

Discountcodes,flashsales,freesamples...,nomatterwhattypeofincentiveyouchoose,salespromotionsareasure-firewaytoincreaserevenue.Whiletheofferinyoursalescampaignssurelymatters,howyouframeandpromotethemoftenplaysamorecrucialroleinconvertingprospectsintocustomers.Bycombiningwebsitepopupswithe-mailmarketing,youcanensureyouroffersreachtherightusersattherighttime.Ifyou’relookingforsomeinspirationforyournextcampaign,here’ssomeofthebestadviceforwritingdiscount-givinge-mail.Words&Expressionsincentive

n.

激励措施

sure-firea.

万无一失

frame

v.

表达popups

n.

弹窗JargonsDiscount

code折扣代码Flashsales限时抢购Freesamples免费样品Salescampaigns促销活动1.

TipsforWritingDiscount-givingEmailsWhensendingane-mailwithclientorcustomerdiscounts,yoursubjectlineisprobablyyourmostvaluableasset.Why?Becauseiftheyneveropenthee-mailsinthefirstplace,howwilltheyclicktheoffer?Andiftheyneverclicktheoffer,howwillyoueverboostsales?Hereareafewquicktipsforbetteropenrates:1.1 Don’twasteyoursubjectline

不要浪费标题栏

阅读

Incitecuriositybynotgivingawayeverythinginthesubjectline.Insteadofsaying“25%discountinside”,use“25%or35%?Opentoseethismonth’sdiscount”.Behonestandavoidspammy-soundingwordslike“youwon’tbelieve”or“clicktoopen”—bothe-mailprovidersandcustomersthemselveswillpunishyouforthose.

Addvalue

bypromisingagoodreturnforopeningtheemail.Somethinglike“Immediatesavingsinside”willhelpthemseeit’sworththeirtimetoopenyourdiscountemail.1.2Toneiseverything

关键在于语气

Firstofall,toneiseverythingwhenusinge-mailforgivingadiscounttocustomers.We’veallexperiencedamisunderstandingwhenwecommunicateviawordsonascreen.Toavoidthat,uselanguagethatmatchesyourusualconversationwithclientsorcustomerswhensendingadiscountofferviae-mail.Considerthedifferenceintonebetweenthese3options:

Wearepleasedtoofferyouadiscount…

We’resaying‘thanks’bysendingadiscountyourway.

You’reabouttosavesomemajormoneythismonth!1.3Gettotheofferquickly!手慢,无！Picturethis:Youreceiveane-mailgivingadiscountonaserviceyouareactuallylookingfor,butthee-mailisverylong-winded,willyouevenhavethepatiencetogothrowthetext?Honestly,youprobablywon’t.Mostpeoplewouldrathermissthediscountoffer.Everye-mailyousendshouldhaveapurpose—infact,itshouldhaveonepurpose.You’renotsendingane-mailtoshowof,toentertain,orevennecessarilytofosterarelationship.You’resendingane-mailforofferingadiscounttoaclientorcustomer.1.4Addurgencyorscarcity限时折扣，错过再等一年（增加紧迫感或稀缺性）Youprobablyknowaswellasanyoneelse:Onceane-mailgetsmarkedas“read”,italmostnevergetsopenedagain.Particularlynotamarketinge-mailofferingadiscount.Theharshrealityis:Ifyoudon’tgetyourclientsorcustomerstoopentheire-mailsandusetheirdiscountimmediately,youprobablywon’tgetthemtouseitever.Toremedythatyou’llwanttousetwocopywritingtoolsmarketingwritershavebeenusingforages:Urgencyandscarcity.Inshort,urgency(realurgency,notthefabricated,fakekind)forcesyourcustomerstoactnowormissoutontheofferforever.Scarcityhelpsyourcustomersunderstandthatyourdiscountisn’tunlimitedand,iftheywantit,theyneedtobeamongthefirsttotakeaction.Herearesometipsforcreatingurgencyandscarcity.1.4.1Pickadeadline

设置折扣活动截止日期RememberhowItoldyouthaturgencyispredicatedupontime.Thisiswherethetruepowerofurgencyisunleashed—timelimits.

ThedeadlineforsigningupisAugust5.

Thissalesendsat12amonSeptember1st.

BeginningOctober3,Iwillnolongerbeacceptingnewpatients.

Ordersmustbeplacedwithin24hours.1.4.2Usewordslike“now”“hurry”“instant”and“immediately”.

使用“时不我待”“快”“秒杀”“只争朝夕”等措辞Thesewordstellpeopletodosomethingrightaway.Thereisnowaitingaround.Checkoutthefollowingactionbuttonswhichusetheword“now.”1.4.3Showbignumbersanduseurgentcolors

数字醒目，颜色惹眼Urgencyworkswithdata.Whenyouintroducelargenumbersintotheconversation,youareraisingtheimportanceofyourproductorservice.Red,orange,andyellowcansometimesintroduceafeelingofurgency.Redisthecolorofstopsignsandtrafficsignals.Yellowisthecolorofcautionandyield.Orangeisthecolorofconstructioncones.Red,orange,andyellowarethecolorsassociatedwithheatandfire.Redisacolorassociatedwithpassionandlove.It’salsothecolorofblood.1.4.4Putalimitonwhatyouaccept

如有必要，增加对折扣使用的限制Youcanputlimitsonanything.Asabusinessdecision-maker,youhaveeveryrighttodoso.Peoplearenotentitledtoyourproduct.Youcanprovideitatwill.Ifyouwantyourproductorservicetobelimited,sobeit.1.4.5Displaystocklimitations显示库存数Ifyousellproducts,youhavestocktodealwith.Thisisalegitimatesourceofscarcity.Again,Amazonemploysthescarcitytechniquetoincreasesalesonsomeproducts.Words&Expressionspopupsn.弹出窗口/消息assetn.资产；有用的东西;有价值的人或物boostv.促进；使增长；使兴旺incitev.刺激spammy-soundingadj.空洞的urgencyn.紧急；紧急的事scarcityn.不足；缺乏remedyv.改进copywritingtool文案工具fabricatedadj.捏造的；虚构的missout错过；遗漏deadlinen.最终期限；截止日期Words&Expressionsdecision-makern.决策人beentitledto有权；有…的资格atwill随意；任意stocklimitation现货剩余数量legitimateadj.合乎情理的exclusiveadj.独有的；专有的price-off减价；降价attachedadj.所附的once-in-a-lifetime千载难逢bulkadj.大量的merchandisen.商品；货物

correspondingadj.符合的；相应的；相关的Words&Expressionspromon.(=promotion)促销availv.有助于；使对…有利convert…into使转变；把…转化成inspirationn.灵感fosterv.促进incentives激励措施2.emailmarketing邮件营销timelimits期限thefinalinvoice最终发票Jargons2.

Giving-discountE-mailTemplates写作

Template#1:GeneralSalesPromotion[Subject:X%orY%?OpentoSeeNewSpecialDiscount]Dear[NameofRecipient],Wearehappytoinformyouthatourcompanywillbehavingahugediscountofferthiscoming[TargetDate]anditwillendon[EndDate].Thestocksareverylimitedsoifyouareinterested,youcangotoourwebsiteandorderrightaway.Hereisthelinkofproductsthatwillbeforsale:[Link]Wearehopingthatyouwilltakeadvantageofthenewspecialdiscountofferandstartorderingonourwebsite.Thankyouforyourpatronage.Sincerely,[Name][Title][NameofCompany]Template#2:Quarter’ssales

模板二：季度让利折扣[Subject:X%orY%?OpentoSeethisQuarter’sDiscount]Hi[NameofCustomer],Thankssomuchforbeingaloyal[CompanyName]customerforalltheseyears!Toshowourappreciation,wearepleasedtoofferyouadiscountonany[ProductorService]youneedhelpwithbeforetheendoftheyear.Toclaimthisoffer,justhit“reply”tothise-mailbefore[Date]withany[ProductorService]youneedbeforeyear-endandwe’lltakeX%ofwhenwesendthefinalinvoice.It’sourwayofsaying:HappyFourthQuarter!Wishingyouallthebest,[YourRepresentativeName][YourCompanyName]PS:YouknowhowbusyitgetsaroundQ4whichmeans,wecan’tofferthisdiscountafterOct31(evenifwewantto!)sobesuretohit“reply”rightawayandwe’llgetyouonthecalendar.Cheers!Template#2:Quarter’ssalesTemplate#3:ChristmasSales

模版三：圣诞季折扣[Subject:X%orY%?OpentoSeetheDiscountforChristmasseason]Dear[RecipientsName],Thankyouforbeingaloyal[CompanyName]

clientformorethanXyears!Toshowourappreciation,wearegivingyouanexclusiveprice-offofferwhenyouorderfromourcatalog.Ifyoucanmakeyourpurchasesby[Date],youwillgetaX%discountonyourorder.ThiscutwillgiveyoualotofsavingsforChristmas,sograbacopyofourcatalognow.

Besuretolookattheattachedprice-offcouponwhenyoumakeyourorder.Andonceagain,thankyouforbeinganexcellentclient.Wehopetohearfromyousoon.Sincerely,

Template#3:Cancellationconfirmationaftershipping

Template#4:buydiscountedproductgetsomespecialitemforfree

模版四：折扣外加小礼品[Subject:X%orY%?OpentoSeethisQuarter’sDiscount]Dear[NameofRecipient],Wewouldliketoinformyouthatourcompany,[NameofCompany]willbehavingastorewidespecialdiscountrangingfromXtoYpercentstartingfrom[startingdate]to[enddate].Wewillalsogiveoutsomespecialitemsforsinglepurchasesamountingto[inputamount].Thisisaneffortbythecompanytosaythankyouforallourvaluedcustomers.Wehopethatyouwilltakeadvantageofthisonce-in-a-lifetimeoffer.Youcansendusyourpurchaseorderoryoucangodirectlyonyourstoretobuythem.Wearelookingforwardtohearfromyou.Sincerely,[Name]

[Title]

[NameofCompany]

Template#4:buydiscountedproductgetsomespecialitemforfreeTemplate#5:DiscountandBulkBuyDiscount

模版五：多件购买的折扣[Subject:TheDiscountofFirstTimeinForever]Dear[NameofCustomer],Weareawarethatourcompany,[NameofCompany],isnotalwaysofferingspecialdiscountssoweareveryhappytoannouncethatwewillbehavingahugediscountsalefrom[StartDate]to[EndDate].Pleasebearinmindthatthemerchandisewithdiscountswillbeverylimited.Belowisthelinktothemerchandisethatwillbeonsaleandthecorrespondingdiscounts:

[Link]Ifyouareplanningtopurchasebybulk,youcancontactusdirectlyandplaceyourorder.However,wewillonlyentertainbulkordersstartingfromthetargetstartdateofthehugediscountpromo.Wewillalsoprovideaspecialdiscountforthepeoplewhowillbeavailingtheproductsbybulk.Thankyouforyourpatronage.Sincerely,[Name]

[Title]

[NameofCompany]

Template#4:buydiscountedproductgetsomespecialitemforfreeAFTERYOUREAD

练习

A．UnderstandMainIdeas

Couldyougivesomeofthebestadviceforwritingdiscount-givingemail?

Couldyougivesometipsforcreatingurgencyandscarcity?Don’twasteyoursubjectline;Toneiseverything;Gettotheofferquickly;Addurgencyorscarcity.Pickadeadline;Usewordslike“now”,“hurry”,“instant”,and“immediately”;Showbignumbersanduseurgentcolors;putalimitonwhatyouaccept;displaystocklimitations.练习

B．UnderstandDetails1.Whattypeofincentivecouldyouchooseinsalespromotions?

A.freesamplesB.flashsalesC.discountcodesD.alltheabove

练习

B．UnderstandDetails2.What’sprobablyyourmostvaluableassetwhensendingemailwithclientorcustomerdiscounts?A.youremail’smainbodyB.yoursubjectlineC.theofferlinkenclosedD.youremail’swritingtone

练习

B．UnderstandDetails3. What’squicktipforbetteropenrates?A. IncitecuriosityB. Behonestandavoidspammy-soundingwordsC. AddvalueD. Alltheabove

练习

B．UnderstandDetails4.Whichtwocopywritingtoolshavemarketingwritersbeenusingforages?A.urgencyandabundanceB.none-urgencyandscarcityC.urgencyandscarcityD.none-urgencyandabundance

练习

5.What’stheuseofdisplayingstocklimitations?A.showingitsrealquantityB.makingcustomerstakeactionamongthefirstC.It’sjustacommonpractice.D.Theplatformrequires.

C.BuildYourVocabularyFillouttheblanketswiththewordsandphrasesbelow.harshreality,fabricated,incentive,incite,sure-fire,spammy-sounding

1.Discountcodes,flashsales,freesamples…,nomatterwhattypeofincentiveyouchoose,salespromotionsareasure-firewaytoincreaserevenue.

2.Incite

curiosity

bynotgivingawayeverythinginthesubjectline.Insteadofsaying“25%discountinside”use“25%or35%?Opentoseethismonth’sdiscount.”3.Behonest

andavoidspammy-soundingwordslike“youwon’tbelieve”or“clicktoopen”—bothemailproviders(likeGmail)andcustomersthemselveswillpunishyouforthose.

4.Theharshrealityis:ifyoudon’tgetyourclientorcustomertoopentheiremailandusetheirdiscountimmediately,youprobablywon’tgetthemtouseitever.

5.Inshort,urgency(realurgency,notthefabricated,fakekind)forcesyourcustomerstoact

now

ormissoutontheofferforever.D.BuildYourSentencePutthefollowingsentencesintoEnglish.1.无论你选择何种激励措施，降价促销是增加营收的万全之策。(sure-fireway)Nomatterwhattypeofincentiveyouchoose,salespromotionsareasure-firewaytoincreaserevenue.

2.给客户或用户发送折扣的电邮时，你的标题栏很可能是你最有价值的资产。（mostvaluableasset）Whensendingemailwithclientorcustomerdiscounts,yoursubjectlineisprobablyyourmostvaluableasset.

3.要坦诚，避免垃圾邮件的措辞，如“你绝不会相信”或“点击链接”，因为这会遭到邮箱运营商（如Gmail）和客户本人的惩罚。(spammy-soundingwords)Behonest

andavoidspammy-soundingwordslike“youwon’tbelieve”or“clicktoopen”—bothemailproviders(likeGmail)andcustomersthemselveswillpuni