30个外贸实战案例

外贸实战邮件案例分析

案例1

Dear sirs:

From the internet, we get your company name. What I want is just to see that if we have the chance to cooperation in the near

future or not.

We are a factory of fiberglass in China and our main product is chopped strand mat (CSM) and stitchchopped strand mat and etc.

We have been in the field for many years. I can give you the CSM in very competitive price and higher quality. If you need more information, please go to our website: http://www.fiberglassproducer.com

I wonder if you need this product; if you are interested in our products, please kindly return this mail.

Maybe now you have regular business partner。if so，please leave my message in your email box，maybe someday it will be useful。

If you need the price to compare with your partner gives, welcome!

Yours sincerely Jack

RE:1)文字太长，很难扫一眼就看明白，至少要花 10 多秒钟时间来看。而一般老外看邮件通常就是 3秒扫一眼， 然后决定邮件的命运。可以把它删减一下，突出重点就可以了。

2)From the internet 这句不好，给客人感觉你就像是个搞推销的。其实你没收到客人主动的询盘，开发信最好 写的“ 含糊” 一点，不要说“ 我从哪里哪里得到你的信息” ，这点和外贸函电课本上是完全相反的!请大家千万要 注意!很多客人对推销信很反感，因为他每天都收到各种骚扰，实在不胜其烦。最好一开始给客人一种模棱两可的 感觉，他也记不起来究竟是以前问你询过价呢，还是展会上有见过你。所以“From the internet, we get your

company name. ”类似的话千万不要说!说了反而会有反效果。

可以这样写:"We'regladtohearthatyou'reonthemarketfor..."， ---我们很高兴获悉你对某某产品有 兴趣。

这是不是好很多呢?客人会想，我是不是 B2B上问他询过价?还是今年或去年哪次展会上见过这家伙?只要你切中 要害，他回复你了，那目的就达到了!等到你们来来回回联系很多次了，客人知道你仅仅是在网上搜到他的联系方 式，也不会那么防备和介意了。对吧?

3)公司介绍太多，最好一笔带过。客人不会有太大兴趣去看的。只有等他对你的产品，价格各方面都有兴趣，他 才会要了解一下你们是什么样的公司，什么规模之类的。

4)很多很多多余的话可以删掉的。比如说“ 我知道你有老供应商，但请你保留我的邮件，也许你有一天用得上......” 这类的话都可以删掉。即使你写了，他想删掉，你也不能控制啊。最好的办法就是什么都不写，但是让他有那么一 刻的犹豫，是不是先存一下这封邮件。这就是你字里行间需要把握的地方!

5 )最后一句话是全文里面最不好的一句“If you need the price to compare with your partner gives, welcome!”。我知道你想表达的意思是，我这边价格很好的，非常欢迎您和别的供应商比较价格。你想告诉客人的 是， 你的价格很有优势，不怕比较。但是给客人理解起来，就是完全另外一种味道了。

这是中国文化和西方文化之间的差异，西方人看来，这句话有恶意贬低他人的嫌疑。而且一分钱一分货的道理他们 是知道的。专业的客人和大买家都不会在一开始随便谈论价格，聪明的 sales也不会在一开始谈论价格，只有当你 把所有问题都搞清楚了，最后谈价格，成交率会大大提高。如果有朋友读过 RogerDawson写的“ Secrets of Power Negotiating ”，就知道怎样跟客人谈价格了。这是题外话，我以后如果写一篇如何跟客人谈价格有关的文章，会 详细论述的。

如果你这个客人正巧做的是中高端市场，你这句话让他一看，就会觉得你卖的东西是 cheap item，不是他的 style， 那就画 蛇添足了。更何况这句话有点拽，让人读上去的第一感觉不太舒服。要突出自己的价格优势没错，但最好不 要这么 直接，旁敲侧击让他明白，反而效果更好，不信的话可以试一下哦。

这是我改的，你试着和你原来的开发信比较一下，是不是大大减肥了?

Hi Sir,

Glad to hear that you're on the market for fiberglass. We specialize in this field for several years, with the strength of chopped strand mat and stitch chopped strand mat, with good quality and pretty competitiveprice.

Should you have any questions, pls do not hesitate to contact me. FREE SAMPLES will be sent for your evaluation!

Tks & br,

Jack

**** company (这里留下公司名、电话、传真、邮件就可以了，正文就可以写的很简单。) Tel: ***

Fax: *** Mail: ***

Website: ****** (请记住，如果你非要在里面加上网页链接，请放在签名里，不要放正文，让人感觉更像搞推销的， 不太好。)

一开始开门见山指出，很高兴获悉您对某某产品感兴趣，我们专业生产这类产品多年，优势在于什么地方，质量好， 价格相当有竞争力。这样就已经把要表达的意思表达出来了。

第二段就是两句话，有问题随时联系我，免费样品随时会寄来供您测试!既表达了你想要合作的愿望，又表示了自 己的诚意，只要您有需要，我们随时为您服务。这样写的就给人感觉不卑不亢，既没有显得很拽，也没有在老外面 前矮一截。大家是平等的关系，本来就是相互的合作，找机会争取双赢。这点反而会让西方人比较赞赏。

不是说价格低就能赢得订单的，真正拿到 order是综合性的考量，价格是重要的一方面，但不是完全的。除了有少 部 分只看价格的客人除外。

Q:老师您改的一级棒!言辞相当简洁!我把您改正后的开发信与我原来的一比，顿时觉得我的开发信简直是又臭 又长，现在回头看看连自己都觉得看着别扭了!呵呵，在此非常感谢您对我的开发信的修改!非常感谢!我现在已 用楼主为我改的开发信模板发了!

最后一个问题请教下: 您为我改过后的这一句:We specialize in this field for several years, with the strength of ......这里的 with the strength of 是什么意思? 翻译成汉语是不是:我们在此行业做了很多年，对......有着强势 的(优势)?

RE:"with the strength of ...", 指的是“我们的优势在于......”，突出自己的优势所在。我个人觉得，对于客人来说，

他为什么要跟你合作?你拿什么去说服他?你必须得突出你的优势所在!这个优势可以是产品，可以是价格，可以 是服务，只要是你可以想到的，你有的别人没的，或者别人很难做到的。这就是你的优势!我试着造几个句子，大 家体会一下:

We manufacture plastic items for several years, with the strength of storage box, promotional items, travelling bottles, etc.

我们生产塑料产品多年，在储物盒、促销品、旅行水壶等方面有优势。(这里面，你的优势指的是产品，因为前面

已经提到了我们生产塑料产品，很显然后面的几类产品是塑料做的，让客人一下子就明白，你们工厂的主线产品是

什么!)

再看一句:

We supply plastic items to US for several years, with the strength of cooperating with big customers, such as Wal-mart, Target, Home Depot, etc.

我们的塑料产品供美国市场多年，有和大买家合作的经验，比如***(这里的优势指的是经验和能力。) 案例 2

看了你的分析，受益匪浅，下面是我的一封开发信，你能帮我看看，有什么问题么?为什么那些外国佬都不回我呢?

Dear Mr. Mukund Kamath,

I know you as Ideal Icecream from indiamart. You company looks fabulous. It is grateful to know you.

As you are in the line of ice cream, and you have the processes of homogenization and refrigeration, so homogenizers and ice cream freezing machine are necessary for you.

And coincidently, we can provide various types of homogenizers and ice cream freezing machine for you. Enclosed is the catalog, please check it. If our products meet your need, please tell me the type then I can give you more details, if not, please give me some suggestions about our machines. Thank you very much.

Best regards,

那个均质机的确比较特殊，这个行业我不懂，只能尽量帮你改一下邮件了:

Dear Mr. Mukund Kamath,

Glad to get your contact info from Indiamart!

We supply homogenizers and ice cream freezing machine with good quality and very competitive price. Hope to be a partner of your company!

E-catalog will be provided if needed.

Email me or just call me directly. Thank you!

Best regards,

Mandy

******Co., Ltd.

Add: ***

Tel: ***

Fax: ***

Mail: ***

Web: ***

这样是不是简洁很多了?而且你要表达的东西，我上面的几句话全部表达出来了。fabulous, coincidently这类词不 要用。邮件一定要简单，明白，通俗易懂，连老外的小学生都看得懂。

案例3 老哥，这是我刚写给英国商人的一个开发信，能指教一下吗?是不是太长了?

Hi Sir or Madam who concerns:

Thanks for your concerns,we learn your company who is a leading retailer of contemporary and traditional bathrooms.

Our company is specialized in cast iron bathtubs for 17 years.Our company adopted ISO 9001 quality management standards and ISO 14001 Environmental Management Standard.

Some pictures in the attachment ,and I recommend you which are luxury bathtubs NH-1007/NH-1008 and simple cast iron bathtub NH-008 Danli.

Should you have any questions, pls do not hesitate to contact me.

Best regars

我简单地改了一下，你看看哦:

Dear sir,

Glad to hear that you're the leading retailer of bathrooms! We specialize in cast iron bathtubs for 17 years, and hope to find a way to cooperate with you!

Attached some pictures for your review. Please contact me if any questions.

Thanks and best regards, ***

你还是写得太长了，能用 1个词绝对不用两个，能用 1句话写清楚就绝不用两句，写邮件要惜字如金啊! 案例4

Dear Puchaing Manager:

We get to konw that you required the 11/0.4 kV (250) KVA transformer before,Do you still needit?

As an exporter and manufacturer--Sunel Transformer Co.,Ltd. ,mainly specialize in dry type transformer and super-high voltage transformer. Main products include resin cast dry transformer、 nomex insulated dry transformer、 110KV/220KV station power transformer as well as custom-made transformer etc. Among our main customers are world famous companies such as Japanese YASKAWA and FUJI, German HANSEN and SIEMENS, French SCHNEIDER. Also we are ISO9001，PCCC and CTQC certified and could provide the items with a competitive price.

The enclosed is some of our items you maybe interested in. Warmly welcome to visit our web to get more info:http://www.suneltrans.com/.Pls kindly check them. And if you have any questions, feel free to contact us.Hope to establish business relations with your corporation.

Pls reply asap so we can make you our firm offer as per your detailed requirements. Looking forward toyour prompt reply. Thanks in advance.

不错不错，你是我看到的几封开发信里面写得最好的了!可以不用改。怪不得是 export manager啊，哈哈~

我想指出一点的是，老外更在意的，并不是你工厂的 ISO9001 之类的东西，这些都是虚的。如果你是一个不错的 工厂，被哪些大客人验过厂，比 ISO 重要 100倍!

如果你通过 BSCI 验厂，或者 Disney 验厂，或者 Wal-mart 验厂，那就把这句写上去!

如:We already passed the factory audit from BSCI, with the scores *** (BSCI 验厂是有分数的，而且德国 Lidl指 定 BSCI 验的，如果你分数还不错，说明你的产品已经能进德国主流市场了。相比之下，BV 和 SGS 之类的就稍 微弱 一点点。)

又如:We're the supplier of Wal-mart, and already passed the FE from them. 案例 5

哇冰大好厉害啊，值得让我这个新人学习啊，刚开始接触这一行，什么都不会，我也想得到指导···· 下面是我从展会回来的开发信，希望楼主帮我修改指点一下，小女子感激万分啊~

Dear Alex:

How are you ? I sincerely everything goes well with you.

My name is Sandy who have your name card at the 2010 HongKong Electronic Fair .We have availed ourselves of this opportunity to wite you in the hope of establishing business relations with you.

Our company is a factory whic specialied in Parking Sensor System from China. We operate in accordance with ISO9001:2000 standards,which No.is 01 100056417 issued by TUV

Germany,and our products (LED , VFD ,LCD, TFT series and License frame series) are CE,FCC,FCCID approved. I remember that you were interested in our Fun Mini DVR at the 2010 Hk Electronic Fair . Please feel free to contact me if you want to know more about it,and I will be so peasured to send the details to you. Attach some pictures of DVR as follows:

Also you can get more imformation from our website : http://www.mr-parking.cn Your early reply will be our highly appreciated.

Best regards,

Sandy

Sales assistant

我帮你改一下，你慢慢琢磨琢磨看，多写多练，就会写得比我好了:

Hi Alex,

How are you doing? Glad to get your name card from HK fair.

This is Sandy from ***. We specialized in parking sensor system, and all our products with CE/FCC/FCCID approved!

Regarding the FUN MINI DVR your selected on the fair, pls find the details with best offer in attachment. Hope to get good news from you! Thanks.

Best regards,

Sandy

Sales assistant

我要说一点，你的情况和其他朋友又不一样了。你在展会上拿到过客人的名片，而且客人曾经对某一款产品感兴趣， 那简直是一个相当好的机会!只要你把握住了，成交可能性是很大的!这种情况下，你特别要标注出他在展会上选 的东西，而且主动提供详细资料和报价，这一点至关重要。

客人很忙的，他可能在香港展上去过很多同行那边，问同一个产品，他会收到很多很多邮件，恐怕根本没空回复或 主动联系你，所以你一定要主动出击，提供完整的资料和好的价格，然后跟进，赢得他的信任!如果像你刚才那样， 问他是不是有兴趣，有兴趣你会给他详细资料，客人会觉得很烦的，觉得你怎么需要推一下动一下，做业务要学会 主动，客人一个眼色，你就要能完成三四个动作。客人问你价格，你连详细参数尺寸包装材料都一并提供了。客人 问你说明书，你连设计稿和文字都完整无误地给他参考。客人需要彩盒，你不止给了他图片，还有准确尺寸的刀模 图，连别的客人的彩盒也一并给他做设计参考。你说，客人是不是会对你印象很好?

案例6 楼主，我有一封开发信，请你帮我改改，谢啦!

Re: selling the festival supplies

Dear Sirs or Madam,

We know your information from international internet in April, 2010. Now, I’m writing to you to see if there is a chance to establish a business relationship with you.

When you have a good time with your relatives or friends during the festival，do you want to share the festival mood with them? Then you can try our products, the confetti cannon, the party popper, and party mask and so on. We, the Yongkang Kaixin Arts&Crafts.,ltd, are one of the largest festival supplies manufacturers inChina.

Our company was founded in 2000, specialized in manufacturing festival supplies to add the happiness of festivals, such as the confetti popper, the streamer by hand-actuated, the snow spray and so on. Our product hold high reputation by the clients in the world wide with the high quality and favorable price.

If you are interesting in our product, please let us know immediately and we will send the details of our products. We look forward to your early reply.

Best regards,

Rectina Wong

坦白说，邮件里面千万不要出现感性的句子，所以诸如"When you have a good time with

your relatives or friends during the festival，do you want to share the festival mood with them? Then you can try our products, the confetti cannon, the party popper, and party mask and so on." 这些话就可以直接删掉了。还有 后面我们的 产品赢得良好口碑之类的话也不用讲，第一你没法向客人证明，老外喜欢用数字和证书之类的实际来说 话，任何提 不出有力证据支撑的话他们是不会信的。还不如说一句我们产品不错，价格公道就可以了。

另外开头写的太长了，而且这两句话的确没什么意义。我帮你改了一下看看:

Dear sir or madam,

Glad to write to you!

We, Yongkang Kaixin Arts & Crafts Co., Ltd., is one of the biggest festival item manufacturers in China! Our company was founded in 2000, specialized in manufacturing festival supplies to add the happiness of festivals, such as the confetti popper, the streamer by hand-actuated, the snow spray and so on. If any item meets your interest, pls keep me posted! Offer sheet will be sent to you at once!

If any reply, that will be appreciated. Thanks.

Kind regards,

Rectina Wong

呵呵，Wong 这个拼写很有意思啊，似乎只有香港人会这么拼哦。如果是“ 王” ，大陆拼写是 Wang，香港拼成 Wong; 如果是“ 黄” ，大陆拼写是 Huang，香港拼成 Won。

案例6 请指正:

Hi, purchasing manager.

Good day!

We are XXXX supplier,and we have researched & designed some new product. If you are interested in, I 'll send you our catalogue.

Thanks for your valuable time.

Regards.

Yours,

-------------------------------------------------------------------------------- XXX(Ms) compnay name

Website:www

ADD:XXXXXX

TEL:+86 XXXXX FAX:+86 XXXXX

不错，你这样写就很到位了，简单，清楚，明白

基本上没回复时，我会继续跟进，因为我们占有价格优势，所以跟进内容是:

Dear purchasing manager.

Sorry to bother you again.

Pls take a look at the attachment which is the catalogue of our DVR cards including price for your reference. Hope this will help you.

Any question will be appreciated.

Regards.

Yours,

XXX(Ms) compnay name Website:www ADD:XXXXXX TEL:+86 XXXXX FAX:+86 XXXXX

不知道内容够不够正确。

可以再简单一点:

Hi sir,

Sorry for re-troubling!

Regarding our hot-selling DVR cards, attached the E-catalogue with offer for your review. Any questions, that will be much appreciated! Thanks.

Kind regards, ***

其实 email 这东西一定要自学的，每个人写的句子、习惯和喜欢用的词汇都不一样的。只有自己慢慢去摸索，去 琢 磨老外写的邮件。一旦你的思路和写作习惯定下来了，很难去改变的，一定要有意识地强迫自己去改，写完 email 的时候一遍一遍反复看，反复改，改到没有单词可以删为止。

案例7

你帮我看看我写的这份开发信，希望能得到你的指教，tks in advance.

Hi Chris,

Glad to hear that you are on the market for stainless steel spinning parts.

xxxCo.Ltd is professional at precision machining for nearlly 10 years ,our products covering highprecision machining parts , casting , metal parts , etc. i writing this message of hoping to establish the business relationship with you in the near feture.

For more information, pls visit our wedsite as follows: www.xxx.com.

Any comments , pls don't hesitate to keep us informed. Thanks in advance.

Best regards. Yours

xxxx

xxx Co., Ltd.

TEL: FAX: Email: Website

其实你英文应该不错的，我觉得。邮件基本没有问题，只是还可以稍微减减肥。我试着帮你改一下，你看看，有什 么差别:

Hi Chris,

Glad to hear that you are on the market for stainless steel spinning parts.

We, xxx Co. Ltd, is professional in precision machining for nearlly 10 years, covering high precision machining parts, casting parts, metal parts, etc. Hope to establish business relationship with you!

Should you wanna know more about our company, pls visit www.xxx.com. Any comments, that'll be appreciated! Thanks.

Best regards, xxxx

xxx Co., Ltd.

TEL: FAX: Email:

案例8 在环球里面收到的很多询盘都是这样的:

Buyer's message:

I am interested in your product(s).

像这下类询盘没有具体说是要哪一种产品，也同更详细的目的，这一类简单的询盘该怎么回呢?我是这样回的，您 看可以吗?请指正，谢谢!!!

Dear Mr***

Thanks for your inquiry on global http://source.com

We are a professional LED products manufacture with many years experiences in China, offering all kinds ofLED products and monthly output up to 50 millions pieces, and selling LEDs and LED products all over theworld.

The details for the our product ,please kindly find the attachment .Thank you! Your

sincerely

Janeson

然后附一个产品目录!您看这样行吗?

你的电邮写得可以了，不需要改，只要你把格式注意一下，尽量全部用“ 平头式” ，因为目前国际上最流行就是这 种。Yours sincerely 这类的，以前书信里有，现在也不用了，基本都是 regards，或者 best regards，用得比较 多。

案例9 你好，附上我的开发信，烦请帮忙修改一下!谢谢啦!

RE:Wheel balancer and Tyre changer

Yingkou AoWei Automobile Maintenance Technology Co.,Ltd.

Dear Purchasing Manager:

Good morning my friend

Thanks for your time to read my Email

Glad to know you are in market of Wheel balancer and Tyre changer. We are a manufacture of Wheel balancer and Tyre changer

Would you mind visiting our website: www.yktld.com.

Wish our products will be helpful for your business

Any questions,Welcome here

Best Regards

Karen

Yours faithfully

你的邮件重复性太高。我不知道你的 RE:Wheel balancer and Tyre changer 是主题呢，还是写在正文里的?类似 的话 你的邮件里总共出现了三遍，太多了哦!根据英语写作的惯例，同样的名词、形容词、副词、词组、句型等 等，一

般只能在一篇文章里出现一次，绝对不能出现两次的!除非是万不得已的情况下。就像四六级考试，你如果作文想 拿满分，或者是只扣 1分的情况下，就必须做到这一点，不重复!

写邮件也是一样的，同样的话出现几遍，是很不正常的，老外会觉得别扭。你可以仔细研究一下客人的邮件，很少 用通篇用一两种句型的，形容词也会经常变化，同一个词一般不会用两遍，除非是特别强调的情况下。

所以通篇都是 We'll..., We're...这样的句型只有我们才会写，老外是不会这样写的。必须要纠正过来!要用客人的 思 维去写邮件。同样一句话，我们会尽快寄你样品，很多人会写 We'll send you the samples asap. 但是比较好的 写法应 该是 Samples will be sent to you asap.

又比如 product 这个词，一旦你邮件里已经提到“ 我们的产品” 这类话，用 our products，那下面如果还需要表达 “ 产 品” 这个词，那就尽量别再用 product 了，用 item，或者 model，或者 the ones 等等来代替上文中提到的，总 之用词 不能重复。

中国人还有个习惯，邮件里喜欢用 very 这个词来表示程度。东西很好是 very good，价格很便宜是 very cheap，表 示 很高兴收到邮件是 very glad to receive your mail，等等。同样 very 这个程度副词也只能在邮件里出现一次 的!需要第二次表示“非常”这个意思，可以用“pretty”， “extremely”，“highly”，“byfar”等等，尽量表 达要多样 化，意思准确，但是语言不枯燥。

我帮你改了改邮件，你看一下哦。good morning 就不必了，你们不熟，以后熟了再说。Thanks for your time to read mymail 也不用了，因为他看不看你现在也不知道，如果没看，直接删了，你就白 thank 了。如果他看了，并回复 了， 你再 thank 也不迟哦~另外格式需要规划一下，并空行，段落和段落之间必须条理清楚。比如第二段肯定要 比第一 段和第三段多，否则会头重脚轻，或者是看起来整体不协调。

Dear Purchasing Manager:

Glad to hear that you are on the market for Wheel balancer and Tyre changer.

We are the manufacturer of the items above. Pls visit our website to know more about us: www.yktld.com. kindly contact me if any questions. It is our pleasure to be on service of you! Thanks and best regards,

Karen

Sales representative

****** Co., Ltd.

Add: ******, ******, ******, P.R.China Tel:

******

Fax: ****** Mail: ****** Web: ******

你仔细分析一下我写的，没有一个句型是重复的!而且都是短句，不罗嗦。段落和段落之间要分清楚，第一段和第 三段永远要少于第二段的文字!把签名补充完整，就差不多了。

案例 10 我是外贸菜鸟，写了篇弱弱的开发信，请批评指教:

Dear friend,

Wish you have a nice day,

Glad to hear that you’re in the market of plastic pipe,we are the manufacture of plastic machinery in China, Our products had adopted ISO9001:2000 and CE Quality System Authorities.

Our products are exported to the whole world with good quality and competitive price,and can meet the needs of different levels,We also send the technicians to debug Machine

If you have any question ,please don’t hesitate to contact me,you’re welcome anytime

Warm regard

把多余的话去掉，尽量简洁一点，段落之间清楚就可以了:

Dear sir,

Glad to hear that you're on the market for plastic pipe! We're the manufacturer of plastic machinery in China, and all of our items according to CE standard.

Contact me, if you have interest! Technical info will be passed asap. Kind regards,

案例 11

下面是我修改了的开发信，我感觉还是太长了，希望能帮忙看看，非常感谢。

Dear Sir or Madam, Have a nice day!

Glad to hear that you are in the market of ..., Our company, Wuxi Baolai Batteries Co., Ltd, is a professional manufacturer that supply many kinds of batteries. Please you kindly refer to the following information,

Products: Alkaline Batteries, Primary Batteries, Heavy Duty Batteries, Carbon Zinc Batteries, OEMBatteries Characters: Mercury free, cadmium free, lead free, green for the environment.

Model: LR20, LR14, 6LR61, LR6, LR03, R20P, R14P, 6F22, R6, R03，Ni-Mh Batteries, Li-on Batteries etc.

Certificates: CE, ISO9001, SGS, ROHS etc. Packing: Blister card Packing and Shrinking Packing Tel:

Fax:

Mobile:

MSN:

E-mail:

Skype:

Please do not hesitate to contact me if you are interested in our products. We look forward to your kind reply.

Best regards， Amy Hua

你说的对，的确还是太长了，可以再减减肥~~ Dear Sir or Madam,

Glad to hear that you're on the market for consumer battery. We, Wuxi Baolai Batteries Co. Ltd., are a professional manufacturer for batteries. Such as alkaline, super heavy duty, carbon zinc, lithium, Ni-MH rechageable, etc.

All items are according to IEC standard! OEM and ODM are acceptable.

Please contact me if any questions. Sincerely hope to find a way to cooperate with your esteemed company! Thanks & best regards,

Amy Hua

Wuxi Baolai Batteries Co. Ltd. Tel: ***

Fax: *** Mail:

***

案例 12:

麻烦楼主帮忙修改下，看看我的开发信有什么问题

Dear sir,

Hello,my friend.

this is adeline from guangzhou shunyuan medical technology co.,ltd. we have meet today in the dental show.we would like to enter business relationship with you.we are the manufacturer that specilize in producing dental unit,dental compressor,LED curing light and the related products.

Our products are good seller in the workmarket for their excellent quality and reasonable price.we are always insist on that quality is the first.and I know youinterested in the style of SY8068 and SY6068,these products are excellent.the chair use the real leather,and noiseless motor.rotatable cimera cuspidor.sensation operationlamb.

the attachment is the price and more details for these products.please check. Best regards

Xxxx Tel:xxxx

你既然是在展会上见过客人，第一句话就必须提到!否则客人看了抬头和第一二句，就会觉得又是一个推销的，立 马删掉!一定要把最重要的放在最醒目的位置:

Dear sir,

Glad to meet you in the DENTAL SHOW! This is Adeline from Guangzhou Shunyuan Medical Technology Co., Ltd., who

specialize in manufacturing dental unit, dental compressor, LED curing light and some related items.

All of our items are with excellent quality and reasonable price! Hope to enter business with you! Enclosed the offer sheet with some hot items for your review. Pls kindly check and revert at your earlist! Thanks and best regards,

Adeline,

Guangzhou Shunyuan Medical Technology Co., Ltd. Tel: ***

Fax: *** Mail:

***

字母的大小写，段落之间的空行一定要注意!你想啊，你连写邮件的时候连大写字母的那个 shift键都懒得按一下， 你 又如何让客人从邮件里对你有一个好的第一印象，觉得你是一个仔细、认真且勤快的人?

以前有句话叫字如其人，对于老外来说，他对你的第一印象大多来源于邮件，第一封邮件必须是精益求精的，才能 让客人对你有一个好的第一印象。老外也是感性的，在他有众多可以选择的供应商的前提下，他肯定会选一个自己 觉得不错的人。如果你的邮件一直让他觉得很舒服，他会很乐意和你联系的。

反之，随便弄一个模板，而且字体格式方面都不怎么注重的，开发信只能造成石沉大海，或者极低极低的回复率， 因为你无法给客人这样的感觉:That's a good guy!

案例 13

我的一个美国客户，连续在我们厂里打了几款样品，都是通过测试之后再打另一款样品，3 月初的时候，说样品全 部通过测试了，要求我们把运费报过去给他(我们一开始报给客人的是出厂价)后来跟进了两三次之后才回复，说 刚旅游回来，过两天开过大会后再给我回复。

可是这一等又一个月，到现在都没回复，其间也发了两封邮件跟进，这是我最后发的一封邮件。请指教一下，我该 怎样把这个客户跟进下去

Dear XX,

Hope everything goes well with you !

What about the process of the transformer project ?

Last time you said you will have a meeting ,but no news from you.

Look forward to your early information about ot.

Best Regards !

这种情况其实就是你们彼此间的信息不对称。表面上样品通过测试了，你觉得应该有订单，但是客人却没有下。你 也不知道真正原因。所以当务之急，是要弄清楚究竟情况怎么样，最好是尽量催一下，然后最后可有可无地点一下。 我一般会这样写:

Dear ***,

Sorry to trouble you again!

Regarding the project we discussed last time, could you pls confirm by return today? Because we need plenty of time for mass production. P/I will be sent to you asap after your confirmation.

If anything changed, pls keep me posted! Thank you! Best regards,

***

其实你已经失去最初的主动了!如果一个客人在跟你谈这个项目，样品也通过测试了，我马上会第一时间发 PI给 他，不要去问你确不确认订单，或者需不需要我发你 PI之类的话。一旦价格谈过了，样品通过了，第一时间就先 传 PI给他，管他签不签呢。然后你邮件就很好写了，直接一句话杀过去，Pls sign and confirm our PI by return soon!你也有理由一直催，如果客人不签，就必须告诉你实际原因了，你已经占据了谈判的优势地位。客人就算不回 邮件， 你也可以进一步催，以及打电话~~做业务不能总是跟着客人的脚步走，你要尽量引导客人跟着你的思路 走。

案例 14:

你好，我想再问一下，有个客人没回过我，我在线时遇到他，他说价格太高需要重报，但是我们老板说如果是一级 品完全不可能降了，就按二级品报价给他。我回的邮件

Glad to known your real meaning.

I make the price list again.A big discount on them.

But the quality of them is lower than the original goods. All the goods based on your final decision.

Anticipate your earlier reply.

麻烦你帮我看一下

绝对不能这样回，邮件里很忌讳出现 big discount 这类文字，会让人感觉到你一开始在坑他，他随便砍砍价，你 就 来了 big discount。既然如此，那就再接着砍，再让你做更大的让步，更多的 discount。到最后逼出你的 rock- bottomprice，再用你的价格去砍你的同行~~

可以这样处理:

Dear sir,

Pls find the re-checking the price as follows:

1) Super grade, USD***, give you a special discount of 2%

2) A grade, USD***, similar as super grade, but price much more competitive.

Hope we can deal. Thank you!

Rgds, ***

不能让客人感觉你的余地很大，只要你一降价，客人会不断压榨的，你的空间会越来越小，一开始就失去了主动。 最初报价虽然不能报高，但是总有一点空间的。一旦客人嫌高，在申明品质和服务的基础上略为下降 1-2个点，让 客人心里舒服了点，同时有了赢得感觉。与此同时给出第二套方案，品质略次一点点，但是价格可以下调。

这样就把球踢回客人。最差的谈判技巧就是，你报一个价格，客人说太贵了，你乖乖降价;客人说还是太贵了，别 人给他价格更好，你痛苦地再次降价;客人最后还是压价，给你一个目标价，你能接受他就下单。结果为了拿下订

单，只有无奈接受。你不能按照这个方向来，我前面很多篇回复说的很清楚了，你绝对不能按着客人的方向来谈判， 你要想办法引导客人往你设定好的方向走!

案例 15 楼主，求助!我英国的一个客户，前几天给他寄的样品，查询快递显示已签收，我发邮件问他样品如何，他也没回

我，茫然中，不知道怎么跟......= Dear ****,

Have a good day !

I think you had received our samples which sent by express,how about it ?doesn't work well?

We want to confirm ,can you reply ?I am looking forward to hearing from your reply. Any questions,please tell me .

Best Regards,

Yours Renee.

MSN:jyisjy@live.com ****** Co.Ltd Address: Tel:

Fax:

E-mail: Web:http://

可以写简单一点:

Dear ***,

What about the final decision about our samples? We need your comments to go ahead! Thank you!

Kind regards,

Renee

*** Co. Ltd. Tel: *** Fax: *** Mail: *** Web: ***

其实只要不是老客人，邮件里没必要写 msn 或 skype 的，客人不会加你的，写了也白写。不要问太多，只要催 一

下就可以了，把球踢给他，让他决定是马上给你 po呢，还是因为某些原因需要暂时等等。 案 例16

前天收到客人一个询盘，产品要求写的非常详细，同时我也清楚的回复了，但客人不同意价格，今天收到了一封邮 件，内容很简单:Target is 3.60 USD FOB。我报过去的价格是 4.2FOB shenzhen，注明不包含 ORC，这个价格 已 经是低价了，现在我不知道要怎么回复给客人了呢····

如果你的价格已经是底价了，可以给客人两套方案: 1)维持你原先的价格，产品不变，但是如果客人确认订单，可以给他一个 special discount，不要让太多，1个点

差 不多了，最多 2-3个点。但是话一定要说得漂亮，让他感觉到你是做了很大很大的让步的。

2)根据客人的目标价，把产品做改动，想一切可以降低成本的办法把单价降下来，告诉客人，我们尽量朝他的目 标价靠拢，做如下改动，现在可以做的最低价是***(这个时候最好还是留一点点余地，为下一轮的价格谈判留下 空间。)

两个方案给客人选择，等他回复后，再根据他的反应来分析，看如何应对。

根据我的经验，我可以很负责任地告诉你，如果客人在价格问题上跟你谈了差不多整整一个月，你至少有 8成把握 拿下订单。如果谈了 3个月，至少 9成把握。如果跟你谈了半年，那订单不出意外就是你的了。所以你要尽可能拉 长谈判时间，谈判回合越多，你接单可能性就越大~

客人只给了我一句话，在英文表达方面不知道要怎么写会觉得话说的漂亮呢?我下面这样写可行么?

Hi,Dear J

Tks so much fo your kind mail.

Regarding the price. 4.2$ FOB SZ that's our very competitive price .you konw.what you get what you pay for ! but if you can action soon,we will make a special discount for you and changed a little .price is 4.05$ EXWprice. looking for your early reply.

TKS &Regards

好复杂，我看得实在晕。还是改一下吧:

Dear J,

Thank you for your kind mail!

1) USD4.2 is our best offer, based on FOB Shenzhen.

2) USD4.05 will be EXW price. (我就不明白了，你上面是 FOB价，下面变成出厂价了，没有可比性啊，怎么让客 人 觉得你给他 discount了???)

Comments, please. Thank you!

Rgds,

***

案例17

你好，可以帮我看一下回复客人的询盘吗?

Dear **,

How are you,

It's ** from ***.I'm sorry to reply you later. Because just finshed my holiday.

About the paving stone,all sides natural,FOB,XIAMEN 10*10*4~6 cm,** USD/M2

About the detailed size or stones you can decided according to your condition. You can consult me if you have any problems.

Best wishes

楼主可以给我指点下吗?我最近的回盘都得不到客户的回复。。。让我很费脑筋 稍微做点小改动，sorry 要放前面，句型还可以更简单一点:

Dear ***,

Sorry for late reply! This is *** from ***, and just back from holiday.

Regarding the paving stone you inquired, please find my offer as below: ******

Please contact me if any further questions. Thank you!

Best regards, ***

案例 18

我们刚从展会回来，我想问一下，这样写给来我们展位的客户可以吗:

Have a nice day! I am Rechel from DONGGUAN DEWEI WIRE CO., LTD.

I'd like to express my sincerest thanks for your visiting our booth in Shanghai International Exposition (Booth No.T001) and show your interest on our products. I’like to take this opportunity to establish business relationship with you.

With the communication on the trade fair, you asked me to give you the price list on extra-flexible silicone rubber wire, red&black. Since you did not give us the specifications, we've enclosed the quotation sheet to you accordingly. And our MOQ is 3000 meters per each size.

Would you pls tell us the quantity and the specifications you like so as to enable us to offer you our best price? Any questions pls feel free to contact us.

We look forward to hearing from you soon

Rechel，你的邮件太长了，我不用数也知道，正文肯定超过 60个单词了。要好好删减一下，让客人一眼扫过去，

就知道你邮件在讲什么了，一般这个时间最多 3秒。

我平均每天要看 200多封邮件，只要是老外写的，一眼看过去肯定能基本明白。如果是国内供应商发过来，那个看 得是吃力啊，非的从头开始看完了才知道，这封邮件在讲什么，中心是什么。刚才读你的邮件，第一眼看过去就没 法完全明白，我也得花上时间一句接一句看下去，我算了一下，差不多需要 15秒。对于客人来说，每天也有上百 封 email 进来，特别是初次联系的，或者是推销信，我很怀疑他是否有耐心，皱着眉头看个 15秒，又是否会耐着 性子给你回复?

你看看我改的，我会把你要表达的意思全部表达出来，但是内容会精简很多很多，让客人一眼扫过去，就基本明白 整封邮件内容了:

Dear ***，

Thank you for visiting our booth! This is Rechel from Dongguan Dewei Wire Co., Ltd.

Regarding the price you inquired on EXTRA-FLEXIBLE SILICONE RUBBER WIRE (Red & Black), attached our offer sheet for your reference.

Any further questions, pls contact me freely. Samples will be sent on request. Thanks & best regards,

Rechel

Dongguan Dewei Wire Co., Ltd. Tel: ***

Fax: *** Mail:

***

Have a nice day 这句话其实没什么必要，毕竟大家都不熟，客人不会有特别的感觉。你的公司名没必要大写，因为 真正吸引眼球，让他一眼通过邮件回想起当初展会上询价的产品，那才是最重要的!所以整封邮件唯一需要大写的 地方就是你的“ EXTRA-FLEXIBLE SILICONE RUBBER WIRE (Red & Black)” 。至于颜色为什么要小写，那是因 为大写的字母一旦过多，看上去会有视觉疲劳。不过你的品名就那么长，那没办法了，后面的颜色就用括号来补充， 小写就可以了。而且我相信，做硅胶线的，颜色和价格几乎不会有太大差别的。

至于我在什么什么展会见过你，感谢你来我们展位，我们在展会上谈过的什么什么之类的话，都可以省掉了。其实 总的就两句话可以写清楚的，感谢您来我们的展位，你询价的产品请看附件的报价单，后面再加一句，样品随时可 以提供，这样就完全足够了，不用画蛇添足。还有，你既然已经在附件里加了报价单，那 MOQ根本没必要写在邮 件 上，加在报价单里就可以了。

还有，我们非常想和你建立业务关系，这句话我个人觉得也是废话。如果你不想和他合作，那你报价干吗?

数量啊，规格啊，先可以不问，毕竟你已经推荐了你们的产品，要是客人能接受你们的方案，不是更好?你多问了， 客人可能这里要改，那里要改，结果发现你做不了，要改模具，或者说非常非常麻烦，那又何必呢!他如果有要求， 即便你不问，他也会告诉你的!

我特地数了下，你的正文 141个单词，如果按 email 不能超过 60词的基本规则来判断，如果是 BEC 考试，可以给 两次零分还多喽，呵呵。我上面总共 49个单词，就勉强合格了!

我的话可能说得不好听，但事实就是这个样子，希望大家能大大平时多看，多写，尽一切能力提高自己的 email 水 平!!!

案例 19

我给香港客户昨天发过去后，他回复我了今天，好像他的那个客户也没回复他呢也

我该怎么回复他呢，正准备写呢。

这是我昨天给他发的:

Dear Johnny,

Hi,have you received my email dated on 30th April ?How about the comments of the client? Email me or just call me if you have any questions please.

Best regards, Owen

这是他刚才给我回复的

Dear Owen,

Hi, morning !

Sorry, I still haven't receive any feedback from my client. I will try to urge him what's going on. Once I have any news , I will inform you soon.

Thanks

B. Regards, Johnny

貌似这个香港的中间商也做了时间不短 了，人家的信总是言简意赅，而且行文比较地道比较美观，值得学习。

香港人一般都是中间商，需要给客人一定的反应时间。没关系，不用急的，只要你知道，项目还在进展中，那就可 以了，不管最后是能拿下，还是拿不下，你都需要知道香港那边的准确消息，从而找到原因!可以简单地感谢一下

就可以了:

Hi Johnny,

Thank you for your prompt reply!

Please keep me posted for further details.

Kind regards, ***

这样就行了。

案例 20 我也是好多信出去没反应的呢。

Dear,

We are professional manufacturer of the bamboo flooring,ten years experience of the produce.

We can provide the bamboo flooring which you are selling,the premium quality,and the price,you can believe,is the lowest.Because we are professional.

If you are intrested in our produce,contact me pls.

More informaton,you can see the http://web--www.chinadongma.com

Any qusetion?Contact me pls. Best Regards

Jason

有点问题啊，最低价绝对不要说，会让老外觉得你夸夸其谈，不太牢靠。因为世界上永远没有最低，只有更低!邮 件改一下吧:

Dear ***,

We supply bamboo flooring with high quality and low price, with 10 years manufacturing experience!

Please kindly find the pictures with offer in attachment. Any questions, contact me freely. Thank you!

Best regards,

Jason

******Co., Ltd. Tel:

***

Fax: *** Mail:

***

Web: http://www.chinadongma.com

案例 21 我们是一家普通的面料生产公司。现在遇到这么一个情况。

我需要推广我们的旗帜面料给澳大利亚的一些公司。我有消息是知道他们有在中国采购旗帜面料。我想打进他们的 市场。

首先我们是比较专业的做这个面料的，与家乐福，可口可乐，新加坡等发生过合作。但都是有中间贸易商的。

这次想主动出击，直接跟他们求购方发生合作。

开发信要写的好，我个人觉得才会有后续的联系。

希望你能帮助我!

这个是我试写的 请你帮我修改下，谢谢，

Dear XX

Glad to hear that you're on the market for flag/Banner,We specialize in this field for several years.We supply to Carrefour and Coca-Cola banner fabric, or export to other countries create national flag, ad flag,with good quality and pretty competitive price.

Should you have any questions, pls do not hesitate to contact me. FREE SAMPLES will be sent for your evaluation!

Tks & br,

Haining Boyu Warp Knitting Co., Ltd. Vine Qian

E-mail:

sales@boyuwarp.cn

Tel :86-573-87670668 Fax:86-573-87670667

标题怎么写好?怎么样才诱人呢?

你邮件可以不用改，但是主题可以这样写:

Re: Flag & Banner factory/Coca-Cola, Carrefour supplier/FREE SAMPLES provided!

你根本不用跟客人说你是通过中间商做的，这个问题只有当客人来你们公司了，当面问起，才告诉他。 案 例22

客人询价后，提供一个图稿让我们给他打样，我根据客人的图稿，给了客人很多较好的意见，客人都采纳了，但是 今天客人回我一封邮件，内容是:

That is great!

The only problem is that my client has already made a decision to use a different factory for prototypes. I would LOVE to work with you though. You have been amazing. I will let you know if I can change my client'smind.

我该怎么回给客人呢?让客人可以帮我们争取到这次合作的机会?

回复:

Hi ***,

Thank you soooooo much for your kind mail! I appreciate!

We sincerely hope to find a way to cooperate with you! If your customer would like to place the order to another vendor, that's ok! But if you have another chance in the near future, pls keep me posted! It's my pleasure to be on service of you!

By the way, will you plan to visit China soon? I really hope to have a face-to-face meeting with you! Take care! Hope everything goes well!

Thanks and best regards, ***

既然客人都这么坦白了，自然要谢谢他。但不要表现的紧盯着订单不放，眼光放长远一点，让客人感觉你很大度， 即使这次不下单给你，你也不会不高兴，只要他有任何需要，为他服务是你的荣幸!

只要客人有点感动，以后有合适的机会，还是会想到你的。这时候就大打人情牌好了，邮件稍微长一点也无所谓。 呵呵~

案例 23 如果是写了开发信，没回复，再写一封信过去，应该怎样写比较适合

我拿一个我成交过的开发信为例:

06年 7月的时候给一个美国客人写过开发信，推销野营灯，结果石沉大海。当时的邮件是这样的:

Hi Darren,

Glad to hear that you're in the field of camping products. We, *** Co., Ltd., are professional in exporting lighting items to US.

Here enclosed some of our items for your reference. Please contact me for further details. Thanks and best regards,

C

发出去以后一点反应都没有。差不多 10多天以后我跟了一封邮件: Hi Darren,

Me again, C. Did you already receive my mail dated on ***?

Now, I'd like to recommend a HOT-SELLING ITEM to you! Another US customer in Chicago gave me a big order in this model. Would you like to have a try in you state?

Please find the photos with manuel in attachment. FREE samples already prepared, and will be sent to you asap.

Hope we can deal!

Kind regards,

C

推荐一款新产品给他，而且告诉他另外一个芝加哥的客人下给我过很大的订单，希望他也试试。(其实是工厂接过 很大的订单，不是我，我只是贸易公司的小业务员，当时就借了工厂的名头忽悠了客人一把)。客人果然有兴趣， 后来就要了样品，再后来就下个单，尽管是几千美金的小单。

总结起来就是一句话，如果开发信没回复，不要老是盯着问，你有没有收到邮件之类的，最好换个方式，找点事情， 保持互动，等到客人回复了，那机会就好好把握。

案例 24

我新手一名，麻烦帮我改一下开发信可以吗?

Dear Chaloem Chingphimai, Good days!

I am Joyce who works for Bosking Power Co.,Ltd which company specializes in brush cutter,mist sprayer and so on.I obtained your business card in 107th canton fair,hope you still remeber me.I have logged inyour website,then write this letter to ask you if you have interest in our products.

Due to many years' experience and professional product knowledge,we can supply you with goodquality products and competetive price.If you have any interest,check our website:http://www.sdbosheng.com or contact me

by E-mail,then I will send you the price list.We sincerely want to establish business relationship withyou. Await to your reply and best wishes for you!

Thank you!

yours faithfully Joyce

发出去很多，只有两个客户回复还说考虑考虑，我怀疑我的开发信是不是有问题啊??

太长了哦，而且从句太多了，第一句里面就有 who和 which，连续两个定语从句，好复杂啊，客人会看得很累的哦。 稍微改简单一些吧:

Dear Chaloem Chingphimai,

Glad to see you on 107th Canton Fair!

This is Joyce from Bosking Power Co., Ltd. We supply brush cutter, mist sprayer, etc. with high quality and low price, with many years experience!

If you have interest, pls visit our website www.sdbosheng.com. Price list will be sent on request! Please contact me for further details. Thank you!

Kind regards, Joyce

案例 25

我是刚做外贸 2 个月，4 月份有幸去参加了香港的一个展会，回来后就给客户发邮件，刚开始我的邮件是很长很长， 这 2 天看了你的帖子后就学着改，可是还是没有客户回我的邮。麻烦你帮我改下好吗?感激不尽!我们的产品是超 声波清洗机。

Hi P, Good day!

Glad to get your name card from HK fair.

Our products are ULTRASONIC CLEANER!It have powerful cleaning functions!

Ultrasonic is faster,consistent,safe and save money!We are the professional household electricalappliances manufacture!All our products according CE/GS/PSE/RoHS standard!

If you have interest,pls contact me!

Peggy

Sales assistant

你的产品只有出欧洲么?PSE貌似是日本的哦。有没有去美国的认证?如果有，那就把 UL 也加上。 Hi sir,

Thank you for visiting our booth in HK fair.

Regarding the ULTRASONIC CLEANER you inquired, pls find the pictures with some details in attachment. All the items strictly according to CE/ROHS/GS/PSE!

If needed, we'll be pleased to give you our best offer!

Thanks & best regards, Peggy

案例 26

我也有一个案例。自己通过 google 开发的一个德国客户，我们是做医疗配件的。

客户要求我们给他做样品，样品确认后完成大货他再付款。但是这不符合我们公司的规定，我们要求都是客户付款 了才生产大货。即便是公司允许，我也觉得客户的要求无法接受，这样所有风险都由我们来承担了。我担心样品做 出来客户不要怎么办，毕竟这个开发的投入也是要人力和时间的。大货做完到了德国他们拒付款我们也没折...也是 第一次做生意，所以我就回他我们无法接受他们的付款方式，并建议他们先付一半款，我们可以做样品，确认样品 后再付另一部分款我们生产大货。结果他们说我没有诚意跟他们做生意，还说这样是把所有风险转移给他。我觉得 是他没诚意吧。请你可以参考下面的邮件，并帮忙分析一下原因，谢谢!

Dear Alex,

concerning our conversation I understand, that you do not want to make business with us, because 1. you want to send the cables only to Beijing but not to Germany, Baden-Baden

2. and you want that we carry all the risc of this business alone.

best regards

Michael

Hi Michael,

Hope you're doing well. Sorry for my delay mail. We're recovering work today after the three days off forLabor Days.

Having not received your information for some days, I'd like to know of your feedbacks and we would be pleased if you would let us know your thoughts on the trade term. Thanks for informing us your thoughts on our future cooperation.

Again thanks for your kindly attention and looking forward to hearing from you. Best Regards,

Dear Alex,

1. is the price FOB from Beijing, China to Baden-Baden, Germany?

2. Since this is the first time we deal with a chinese company, I will ask our Board of Trade if the payment is usual. best regards

Michael

Dear Michael,

Please check the below information:

1, That's correct. The price is FOB (Beijing), China as I noted in my previous mail.

2, Sure. We also intended to send you a sample for your checking before the mass production.

3. Regarding the payment, we do understand your situation as it's our first business. We do want to try and work with you, but we can't accept your payment method because our company has policy that our financial department need to confirm customer's payment before we arrange the production, so the best I can do for you is to suggest that you can pay the half amount in advance. When you check and find the sample acceptable, you will transfer the balance payment so I can arrange the production with 100 pcs. Hope you can also understand my situation.

Any question you have, please let me know timely. Best Regards,

Dear Alex,

1. Is the price FOB (free on board)?

2. Testing: Bevor we give you an purchase order, we must test 1 cable. Please send us 1 cable with the

CE certificate

3. Paying: In case the amount is not very big, it is not necessary to decide a LOC (letter of credit) betweenour banks, and we can reduce the expenditure in the way, that we devide our risks in 2 parts: We pay the halfe amount at start up and the second part by receiving the 100 cables.

Best regards

Michael

Dear Michael,

Please kindly note that the delivery date should be 45-50 days after we receive your order and fullpayment. With your any other questions, please let me know timely.

Best Regards,

还有我感觉他老是在 FOB 上说问题，他的问题我也觉得有点模糊了，好像是说让我们发到他们当地了，那这样 就 是 CIF，肯定不是这个价格。依你的理解，他是这个意思吗?

盼复，非常感谢!

我算是看明白了，貌似客人并不是很了解 FOB 的含义哦。他觉得你把货运到北京就不管了，而不是到德国。这个 问题很纠结，必须要跟他讨论清楚。既然邮件里没法写明白，可能文化差异，大家沟通和理解方式有问题，最好打 个电话问问看。

关于付款的问题，其实根据国际惯例，生产前是需要确认产前样和大货样的，等大货样确认以后，客人封样，然后 以此作为未来交货时验货的根据!但是目前中国企业面临的实际情况是，很多东西要做出大货样来，就必须专门制 版，甚至还需要开模具，一旦大货样出来了，客人不满意，那这些投入都白投了。

我以前碰到这样的坚持要看到大货样的客人，就先收订金，最少最少不得少于货值的 5%。因为这种斤斤计较的客 人，以及某些对中国企业防备戒心很大的客人，你要按常规问他收 30%基本不可能，最好就先按 30%为基础谈判， 然 后慢慢下降，目的是至少要收点钱进来，然后投入费用心里才踏实。即使客人最后不要了，损失也会稍微小一点 点，心里也会好过点，不会有上当受骗的感觉。

如果做 TT，我肯定会注明含多少订金，但是余款怎么收，我从来不写!因为你写了见提单 copy 件，客人或许满意 或许不满意，索性不写!如果客人稀里糊涂签了 PI，货做下去了，那我完货前就拍好照片，问他收钱!因为合同上 没有写明啊，我完全可以说，我当初的意思就是多少多少订金，剩下的发货前付清!如果僵在那里，那就退一步， 让客人再付多少，然后剩余部分见提单复印件。如果客人实在不愿意，你就装出很为难的样子，说尽量跟公司争取， 最后你告诉他，帮他争取到最优厚的付款条件，公司允许货物先出，等提单复印件有了，再收钱。这样一来，客人 心里会觉得你很能干，做到了他想要做的。

还有，你英文水平很不错，最下面 4月 27号的邮件写得最好，上面就一封不如一封了。呵呵，是不是客人谈判步 步紧逼，你就越来越乱了?

案例 27

冰大激励人的水平也是一流的，我每天上班第一时间就来看了。虽然前面有说到开发信的内容，但希望能帮我改一

下。谢谢。

Dear Sir/Madam,

I'm glad to know you,

This is Tracy Lee from GF furniture hardware factory in china.

We are the producer of high quality office furniture , modern classical furniture,metal furniture,eames series furniture,furniture hardware and so on.

I attached our e-catalog for your reference,Any demands please kindly contact with us.Thanks.

Best regards.

呵呵，没问题，那我就一句一句分析你的开发信，朋友们也一起看看，是不是还有其他问题。

1)开头 Dear Sir/Madam，最好不要这样写，如果知道客人名字，最好把名字写上，会给他一种尊重的感觉。即 便 实在不知道名字，知道对方是男是女也行啊，最好就是写 Dear sir 或 Dear madam，这样也会舒服点。如果连 对方男女都不好判断，那就写 Dear Sir or Madam, 最好不要出现"/"这个符号，客人更容易觉得这是封群发的模板 邮件。

2)I'm glad to know you. 这句话是有问题的，我知道你想表达的意思，但是这句是典型的 Chinglish，就是中国式 英文，你根据中文的意思字面翻译的，但是这句话不这样说，不能说表达有错，只能说表达不地道!我相信你从来 不 会从欧美客人的邮件里发现这句话的。如果你见过这个客人，可以说“Glad to see you in Shenzhen.”或“Glad to see youin Canton Fair”，或者 “Thank you for visiting our company!”等等表达方式，或者干脆用"Glad to write to you!"，尽量 用欧美人的寒暄方式，不要用中国式问候硬翻成英文，很别扭的。

3)This is Tracy Lee from GF furniture hardware factory in china. 这句话没错，但是为了突出工厂，最好写成GF Furniture Hardware Factory.

4)We are the producer of high quality office furniture, modern classical furniture, metal furniture, eames series furniture, furniture hardware and so on. 这句话是不是有点长?如果要写长句，最好用一下从句，结构上会比较 分明，看上去 舒服一点。另外 producer 这个词我个人觉得，视觉冲击力没有 manufacturer 强。当然这只是我个 人看法。

5)I attached our e-catalog for your reference, 首先这是一整句话，最后要用句号，不是逗号。还有，你邮件里第 一人 称太多了，先是 I，再是 We，现在又是 I 开头的句子，句型太单调了，会让看的人觉得很无聊。如果换成 "Attached our e-catalogue for your reference!"或者"Enclosed our e-catalogue for your review!"是不是会稍微好一

点?

6)Any demands please kindly contact with us. 一开始就谈“ 需求” 是不是太直接了?如果换成有任何问题，请 随时 联系我们，会不会更加委婉一些?

好了，根据以上的分析，我重新写一下，看看是不是比原文有一点进步了:

Dear Sir or Madam,

Glad to write to you! This is Tracy Lee from GF Furniture Hardware Factory in China.

We're the MANUFACTURER of high quality furniture with competitive price! Such as office furniture, modern classic furniture, metal furniture, hardwares, etc.

Attached our e-catalogue for your reference! Quotation sheet will be provided at once if needed. Any questions, pls do not hesitate to contact me. Thank you!

Best regards, Tracy Lee