【編者按】：從詢盤到訂單，看起來只是一步之隔，然而卻是這一步讓外貿(mào)企業(yè)難以逾越，坐擁詢盤卻無法產(chǎn)生真正的訂單。以下是外貿(mào)老手“獵刀手”分析的如何將詢盤轉(zhuǎn)化為訂單的各種原因及解決之道，大家看了或許會有啟發(fā)。

一、很多客戶只詢價，不下單，這是很正常的，如果他們不詢價或一次詢價就下訂單，倒真的要小心了?。ㄍ赓Q(mào)風(fēng)險時時存在！不要初生牛犢不怕虎！還是謹(jǐn)慎為好！）

In addition, you can analyze the following reasons for yourself:

1. What is the credibility of your company (including yourself) to customers?

2．你的產(chǎn)品報價的價位（與市場行情差價相比）如何？

3．你的商貿(mào)語言及技巧如何（是否會產(chǎn)生誤解或含糊不清？）

4. 你可以把自己發(fā)出去的傳真、電子郵件換個角度看一看？（如果你是買家，你愿不愿意接受去看？）

二、將詢盤轉(zhuǎn)化為真實訂單：下面是一個較好的回復(fù)詢盤樣本

Dear buyer:

It is good to hear from you again.You inquired about my bamboo baskets on September 15，1998.I sent you a company catalog at that time.I can send you a ?second catalog if you need?

You are not the only importer in Brazil that has asked us about bamboo ?baskets. I have also received inquires from ABC company，Universal Co Ltd in ?Brazil，but they always inquired another kind of baskets.I will introduce this ?kind of basket for you if you need.Would you like me to help you by making a ?special sample for you Brazil market?

We are a professional bamboo products manufacture with 14 years ?experiences in China，offering over 1500 various kinds of bamboo products and ?monthly output up to 5 millions pieces.We are the best manufacturer that you can trust in China.The details for the product(as the attached photo)you inquired as following：FOB XXX，Min.Order：2000，Price：USD1.80/pc，Delievery Time：30 days after the receipt of send you a simple with catalog together.

I look forward to see your reply!

The following is a translation:

Hello, buyer,

很高興再次收到您的查詢：您在去年9月15日曾向我們查詢過竹籃，那時我們曾寄過公司目錄給您，如您需要我可再寄一次給您。

您并不是巴西唯一向我們查詢過竹籃的進口商，我們也曾收到來自巴西ABC、Universal等的進口商的查詢，但他們總是查詢另一種竹籃，如您有需要，我可以向您介紹那一類的竹籃，您是否希望我為您的巴西市場做些特別的樣品給您？

我們是有十四年專業(yè)竹制品經(jīng)驗的中國制造商和提供超過1500種多樣的竹制品，月產(chǎn)量達五百萬個，是您最值得信賴的中國竹制品供應(yīng)商。您詢問的產(chǎn)品如附圖資料如后：XXXXXXXXXXXX。我明天會寄一份目錄給您，若您能提供您的快遞帳號，我們將把樣品一同寄給您！

Looking forward to receiving your reply as soon as possible.

Comment on this email:

1．給買家提供最初查詢您產(chǎn)品的回憶參考點，這樣有助于買家回憶起他是在什么時候，通過什么方式，對什么產(chǎn)品產(chǎn)生了什么樣的興趣或問題。因為固有的熟悉感會增加買家與您合作的興趣與信任。買家一天中會發(fā)出許多查詢，如果您的回復(fù)與其它回復(fù)相比無任何出眾地方，只能陷于一大堆無聊的產(chǎn)品報價，不會吸引買家。這種回憶的參考點有時間，事件或物件等。在本例中，供應(yīng)商使用的是時間和事件：“您在去年9月15日曾向我們查詢過竹籃，那時我們曾寄過公司目錄給您”。

2．給買家適當(dāng)?shù)脑黾有┰S壓力。目的在于促進買家回復(fù)的速度與認(rèn)真程度，有些目的甚至在于迫使買家不得不進行采購行為。在本例中，供應(yīng)商告訴買家你的競爭對手或同行正在與我取得聯(lián)系，并且我一直協(xié)助你的同行搶占你的巴西市場。如果供應(yīng)商原先的合作客戶是A級買家，那么對這位新買家就具有帶動作用；如果是同級，這位新買家就會更加迫切的進入競爭狀態(tài)中來；當(dāng)然你不能告訴你的買家“我們原先一直和比你規(guī)模小的買家合作”，這樣會使他覺得對你的信心不足。原句是：“您并不是巴西唯一向我們查詢過竹籃的進口商，我們也曾收到來自巴西ABC，Universal等的進口商的查詢”。

3．告訴買家作為供應(yīng)商你是做什么產(chǎn)品的？你能做到如何？買家憑什么完全的相信你？這就是企業(yè)介紹與實力規(guī)模證明。在本例中，供應(yīng)商用一系列數(shù)據(jù)證明了自己的規(guī)模與實力，如：“十四年專業(yè)竹制品經(jīng)驗”、“提供超過1，500種多樣的竹制品”、“月產(chǎn)量達五百萬個”。

4．不是我要向你索取什么，而是我能為你做什么。切記服務(wù)理念。在本例中，供應(yīng)商熱忱與負責(zé)的服務(wù)態(tài)度使買家能夠感受到與其合作的良好基礎(chǔ)。如：“如您需要我可再寄一次（目錄）給您”、“如您有需要，我可以向您介紹那一類的竹籃”、“您是否希望我為您的巴西市場做些特別的樣品給您?”

5. Can you not send samples? OK! There is no limit to network communication. Although samples can't be transmitted electronically, samples can always be transmitted electronically, which is convenient, fast and low in cost. We say that not only can samples be sent when replying, but we should use this method to promote them at ordinary times. In this case, the diagram attached above and the information attached later are a complete product sample. If you have other samples to recommend, you can also attach them together.

6. Remember: Attract buyers to reply to your reply. How is this example done?

A.我可以再寄樣本給您，如果你回復(fù)我；

B.我可以向您介紹您的同行采購的那種產(chǎn)品，如果您回復(fù)我；

C.我可以為您做些特別的樣品，如果您回復(fù)我；

D. If you want to know how 1,500 samples are, I can introduce them to you if you reply to me;

E. If you want samples, please reply to me;

F.期待盡快收到您的回復(fù)；

一封完整的感謝信：感謝+公司介紹+負責(zé)人的簽字或署名

三、你給客戶的細節(jié)服務(wù)是否讓客戶滿意

1．你的行業(yè)出口量和前景。本行業(yè)內(nèi)各個企業(yè)報價的平均水平和報價趨勢。你的產(chǎn)品質(zhì)量在國內(nèi)同類產(chǎn)品屬于哪個水平面（高中低），以達到報價的正確性。

2. After every quotation and sample sending, I must ask the guests for feedback. Opinions on price and quality and other issues. Most of them have replies.

3．在來往郵件中盡量語言的專業(yè)性和針對性。

4．讓內(nèi)行的客人看到你的郵件就知道你是此行業(yè)內(nèi)的熟手。

5．開發(fā)一個新客人的周期是半年到一年，特別是在網(wǎng)絡(luò)上。別老是想到客人的訂單而是先交朋友和交換有價值的信息和意見。

6．現(xiàn)在做外貿(mào)的人越來越多，競爭也越來越歷害。故特別注意服務(wù)和經(jīng)常學(xué)習(xí)，避免出錯。

四、區(qū)分真假買家

1. First of all, record and recall the details of the guest's negotiation in detail, and first judge how strong the customer's desire to buy, that is to say, it is necessary to distinguish whether he is a "real buyer" or a "buyer who inquires about the market"; In fact, some customers have long-term stable suppliers, but they just take you as a reference for quotation. Be especially careful of such customers. For this kind of customers, my personal opinion: not only don't quote, but also don't give information. Because it is not worth spending too much time and energy on such customers. I don't deny that there are also customers who are "sincere and open", but with my experience in foreign trade, there are too many customers who cheat money (price) and color (samples and materials), which are not worth pursuing.

2．關(guān)于真假買家，可以通過交談（面談、電話、傳真、EMAIL）來辨別（這種方法的條件是--你所提的問題客人要有所反應(yīng)）：真還是假？行家還是生手？只要問他幾個關(guān)鍵性的問題，比如：產(chǎn)品的規(guī)格、技術(shù)參數(shù)，希望接受的價位，打算訂購的數(shù)量，做什么品牌，該品牌在當(dāng)?shù)厥欠裼杏绊懥?，和中國的哪些企業(yè)有過生意往來，和中國做生意有多長時間（也就是說是否為“中國通”）等等，通過這些大致可以區(qū)分出客戶的真與假，實與虛，大與小。

3．從外商提供的名片也可以判斷客戶的實力，如：公司所處該城市的地段，有幾條電話線、傳真線，有沒有自己的網(wǎng)站，是零售商、批發(fā)商還是進口商？在當(dāng)?shù)厥欠翊磉^一些著名的品牌，等等。

總結(jié)：做外貿(mào)其實就是做服務(wù)，誰的服務(wù)好，誰就能贏得客戶，客戶虐我千百遍，我待他如初戀，好的服務(wù)才能開發(fā)并維持長久的客戶。服務(wù)好包括如下幾方面：

A、報價恰如其分，不能過低，也不能過高；好東西不能賤賣，普通的產(chǎn)品不要報高。因為客戶往往會從你的報價來判斷你的誠實性，并同時判斷你對產(chǎn)品的熟悉程度；如果一個非常簡單普通的產(chǎn)品你報一個遠離市場的價位，這說明你的誠實性不夠，你根本不懂這一行，自然而然別人會對你的傳真不屑一顧；

B, to the customer any information should be timely response and reply; The reply to the customer can't be simply asked and answered, but should be as comprehensive and thoughtful as possible, but it must not be long-winded.

C, timely and finally ask: "Your peers can do business, others can do business, why can't you?"

來源：http://www.cifnews.com/Article/10412 ??