外贸邮件案例分析
询盘来源国家：阿联酋 产品行业：化工钛白粉
买家询盘：
I Want to purchase 20 MT/month , 240 MT/Year of your product. Dear Sir/Madam I have been involved in
sourcing construction materials for 15 years and I have a client who has a requirement for Titanium Dioxide Rutile for use in the paint manufacturing industry. I require 20
metric tons as a first order and if ok then >240 MT annually of Rutile, (chlorine process) Titanium Dioxide -
Dupont 902 or Huntsman TR 94 grades. I have attached a spec sheet as a
guidline. SGS report required to ensure quality. Please provide me your best price FOB China and als CNF Dubai.
I am looking for a long term supplier and this is a live order. Kind regards XXX XXX
卖家回盘：
Dear Mr. XXX, Good day! Thank you for your inquiry of TiO2. This is XX from XXX. We're among the top 10 TiO2 producer in China since 1988, with ISO9001-2008, SGS, REACH. As your requests for paint, we recommend you our best-sellers rutile R1930 similar to R902 and also our R218 with good quality and competitive price. Below is our quotation: 1. CIF Dubai Xusd/mt for R1930, Xusd/mt for R218 2. FOBShanghai Xusd/mt for R1930, X for R218 3. Payment L/C at sight or T/T 4. Package 25kg paper bag or as per customer's request 5. Delivery within 10-15 days in Shanghai port 6. Loading 20MT/FCL 20' with pallets 7. Valid time 15days Attached is the TDS, would you mind to re-send me your specs? It seems my mail system do not receive the files. Look forward to your reply about our quotation. Best regards. XXX
回盘备注：第二天客户会给我他的指标。我看了一下，我们的R1930合适，于是给他推荐了，但是他回复说觉得这个价格不合适，他的目标价是XX包括SGS费用。于是我回
复： Dear XX, Many thanks for your trust in us and give me your target price. Months ago our price was $XX but now, I'm afraid $XX is too hard for us. As you're in the market for more than 15years, I'm sure you are familiar with Chinese market. Price has doubled than 2010, because price of raw materials [titanium ilminite & Strong Acid] increase sharply. Also the exchage rate decrease from 8 to 6.23. We have no choice but to increase the price. Would you like to try our R218? It can meet all your demands except the oil absorption, it is 20~21max, and you request 19. Since this is our first cooperation, we offer you $20 off at FOB Shanghai 2930usd/mt. Which type of SGS report do you need? The charges are different. If we send samples to SGS for test, we will bear the charge; but if you request SGS to c
ome to our warehouse and pick samples for test, it is $50/mt. Anyway, we look for long-term cooperation, if this time you're not satisfied, you won't give us the second opportunity, right? So I really hope you can understand the price, it is the lowest among the same quality. Look forward to your reply. We should be grateful for your trial order. Best regards. 客户说很快回复我说有消息会告诉我的，可是转眼半个月过去了，我还是没有回复，最近跟他说了下涨价的事情也没反应。不知道是不是我上面这封邮件写的不好。
客户困惑：我们在价格方面的确没什么优势，怎么办？
专家点评：
首先肯定，两次回复在业务员案例中是比较不错的。不知道你们的产品价格在行业中是一个什么样的位置，因为对这个客户来说，价格是硬性指标，如果确实如你所说在行业中没有优势的话，会难以跟进。通常这类买家是比较专业的采购，就算价格上涨也会找到一些赔本吆喝的供应商。在拒绝客户的时候给出具体理由，并给出推荐方案，思路很不错。但这样还是有点被动，在跟着客户的要求走。通常我们说在眼前的条件对自己不利的时候，可以借力，就像在价格遇到节点的时候，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，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，可以尝试。
另外，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，也是不错的方法。
最后，如果价格还是有一定竞争力的，不排除客户还在筛选其它供应商或者策略性地不回复，适当保持联系，他不当你是供应商，但你还当他是潜在采购商，至少也算是一次有针对性的广告（或许他与供应商合作不如意的时候会考虑你）。
王邓析 10:18:02
询盘来源国家：South Africa 产品行业：建筑房地产
买家询盘：
Hello seller, I am the Sales manager of XX XX company, we are interested in your doors, please send me price list and any good details about your latest product of doors. Regards, XX XX company. 15/8
卖家回盘：
Hi Mr Have a nice day. Thank you for your inquiry about our doors. This is XX from XX Co.,Ltd. We specialized in various doors with customers from America, Canada, Saudi Arabia, etc. Follow is my answers: 1.As you could pay a visit to our company's website, we deal with many doors, so could you let me know you want to import which products and for which market, South africa or American or other markets. Then w
e could give you some importing advice according to our experience. 2.If South africa, steel security door and stainless steel door are suitable. And if American market, stainless steel door and American steel door can be con-sidered. 3.Enclosed is the steel security door, stainless steel door and American steel door catalogs for your reference. Hope you will like it. Any comments or question-s, feel free to contact us. Best Regards 15/8
卖家困惑：XX XX company后来又发了催
信， Dear Mr XX, How are you. It is regret that I haven't received any information from your side. The pictures I sent have be received or not?May I have your idea about our product? We will try to satisfy your reply. As we don't want to lost a good customer like you!If there is anything we can do for you, we shall be more than pleased to do so. Hope we can build good cooperation with you.
专家点评：
不是所有的询盘背后都有订单，期望值应随客户的询盘目的而调整。这个询盘客户只说对产品感兴趣，要求是报价并提供产品细节，而且特别强调产品细节。这些说明客户手上应该没有实单，发询盘是为了了解产品和价格行情，只是做为产品开发的参考。没有回复很正常。
通常这类询盘的回复都是发一份产品目录，附上几个问题做为后续，如果客户没有回复也就算了，不是重点客户。但这个客户还有点特别，他的公司名称google上没搜索到，而且其中是带有utilities字样的，这表示客户有可能是制造工厂，那么询盘的目的就还有一个可能性，是获取你们的产品资料的，所以跟进的时候建议产品都只发大概的目录，不提供详细信息，如果买家有进一步的反馈才提供。
选择正确的客户跟进永远是最大的前提。