外贸开发信，怎么写才有回复！（附模板）

在销售开发过程中，许多潜在客户已经有了自己的供应商，立即成交的情况相对较少。通常需要跟进3-4个月，甚至长达1年。那么，针对这些客户，什么样的开发信才能脱颖而出，吸引他们的回复，并成功建立联系，获得销售机会呢？本期文章将从不同体量客户的心理需求和关注点出发，探讨如何编写有效的开发信，以俘获客户的心。
 
大型采购商
大型采购商通常不会将所有采购集中在一个供应商手中，往往有两个或多个供应商，并且有一个主要供应商。这种安排的目的在于确保当某个供应商出现问题时，能够有替补供应商迅速补货，避免无货可卖的情况发生。
 
大部分大型采购商对供应商的资质、服务、质量和研发能力有较高要求，在开发这类客户时，业务员首先要进行自我评估，确保自己能够满足这些要求，再进行开发。


 
即使符合要求，也不要一开始就试图成为主要供应商。可以尝试从小批量替补供应商入手，逐步建立信任。对于这类的客户以下是几个开发方向：
 
1. 开发新产品：不断推出符合目标市场的新产品，并主动推荐给客户。这类新产品相比传统产品更容易引起兴趣。

2. 解决客户问题：研究客户的官网、社交媒体及销售平台上的用户评价和投诉，发现潜在问题，提供解决方案，吸引客户注意。

3. 降低成本：在不影响产品质量的前提下，探索降本增效的机会，从而赢得客户的青睐。
 
中小型采购商
中小型采购商是开发过程中最常见的客户群体。这类客户有一个特点：许多采购专员其实是企业老板，当然也有些企业专门配备了采购经理。
 
如果采购商的销售群体是高端客户，一般会较为看重产品质量和差异化。如果客户销售是低端市场客户，他们更为关注价格，且产品风格通常趋向大众化。
 
值得注意的是，企业老板和采购经理在选择供应商时关注的点也是不同。老板通常看重性价比，而采购经理则更加关注产品的服务、质量和安全性，不想冒风险。
 
如何写第一封开发信
无论是大型采购商还是中小型采购商，第一封开发信的核心都是突出你的竞争优势。要让客户看到更换供应商的足够理由，无论是产品的质量、售后服务，还是研发能力，都需要让客户信服。以下是几封常见的开发信模板，供参考：
 
推荐新产品
Hi John,
 
Good morning!
 
I hope this message finds you well. We are a potential vendor for XXX Company, currently serving prominent clients such as [Customer 1] and [Customer 2]. We are ISO 9001 certified, and our products are also UPC certified, ensuring high quality and compliance with industry standards.
 
I’m reaching out to introduce a new product specifically designed for women aged 20-29, a demographic that I noticed makes up a significant portion of your customer base. This product has already achieved success in the XXX market, with over 100,000 units sold in just two months.
 
If you are interested in evaluating this product, we have samples available and would be happy to send them for your review.
 
Looking forward to your thoughts.
Best regards,  
[Your Name]
 
解决产品问题
Hi John,
 
Good morning!
 
I just visited your website and noticed some customer feedback regarding product XXXX, particularly around issues such as XXXXX (based on feedback from 390 customers). We have successfully helped over 20 clients address similar concerns.
 
We have extensive experience working with well-known clients such as [Customer 1] and [Customer 2], and our products are certified to the highest standards (ISO 9001, UPC certified).
 
Could we schedule a time for me to present more details on how we can assist? I’d be glad to provide further insights at your convenience.
 
Looking forward to your response.
Best regards,  
[Your Name]
 
提供降本方案
Hi John,
 
Good morning!
 
I hope this message finds you well. We are a potential vendor for [XXX company], and we currently serve several prominent clients, including [XXXX] and [XXXX]. Recently, we made a breakthrough in our production process that allows us to reduce the cost of [XXX item] by 20% without compromising on quality.
 
Our products meet the highest industry standards (ISO 9001 and UPC certified), and we are confident that this cost reduction could bring significant savings for your business.
 
Could you share the specific products you’re currently purchasing? I’d be happy to offer a customized proposal for your review.
 
Looking forward to hearing from you.
Best regards,  
[Your Name]
 
通过以上策略与邮件模板，您可以更有针对性地撰写开发信，逐步吸引客户的注意，建立联系，并获得宝贵的销售机会。