文章首发于公众号 翼贸通WINGTRA（ID:chinawingtra）
开发信被称为外贸的敲门砖，不管是扩展外贸业务量，还是开发培养新客户，开发信都是十分重要的。
今天，小翼就为大家奉上开发信有关的干货内容！
01 写信前，需要注意这些问题
通过开发信开发发客户基本流程大致是这样的：
第一周
第1封邮件——开发信的敲门砖；
第2/3封邮件（隔天或者第三天）——基础的跟进；
第二周
第4/5封邮件——提及打电话，争取得到正面回复。
如果想成功签下客户，后续需要进行更多的跟进。
发邮件时要考虑到与对方的时差问题，最好避开工作繁忙的周一和临近周末的周五。
如果付出十多封邮件并且打过电话后仍然没有结果，基本就可以先搁置一边了。
写开发信时要秉承着“简明直接”的原则。诸如公司或者个人的介绍一笔带过即可；而关于写信的目的、期望等一些问题可以用直观的文字展现。
在信件中开头使用明确的称谓。例如Hello/ Hi 对方的名字/职位，尽量避免用Dear Sir/ Madam 这样比较官方的词。
对于“如何获得对方的资讯的？”的这个问题加以说明。
经人引荐，可以写“xxx（引荐人名字） suggested I contact you”；
展会上获得的联系方式，可以写“It was a pleasure to know you at XXX fair in（城市/国家）”或“We met at XXX in（城市/国家）+ 时间”；
网上获得的联系方式，可以换做婉转的表达：“Noticed you are in the market for（产品）”或“Glad to know you are in XXX industry”。
考虑到对方与你并不认识，要在一开始就要讲清楚为什么要联系他，你们直接存在的共同联结点是什么，让对方明确你的意图。
在开发信中，不要忘记对客户提出明确的行动召唤。比如
询问客户是否需要产品目录挑选？
询问客户是否有时间电话沟通？
询问客户是否需要你这边提供样板？
希望对方收到邮件后有需求联系你？
还是希望对方给你机会，进一步给他更多的介绍？
通过数据可以更加清晰直观地体现出公司以及产品的优势。比如“We provide the quickest delivery to you（我们为您提供最快的交期）”会比“We can get your goods delivered in 48 hours（我们的交货时间在48小时内）”更具体，更有说服力。
另外，发送开发信前，注意先验证对方的邮箱是否有效。
一般情况下，邮箱的有效性是可以检测出来的。但假如对方申请了域名保护，即使检测出来邮箱有效，也不能完全保证该邮箱是用户的常用邮箱。
02 针对不同地区国家的开发信模板
北美国家（美国、加拿大、墨西哥等）
要点：
1.开门见山 认真
2.时间概念
3.简单
4.PayPal
5.企业邮箱 not 免费邮箱
6.We not I
Hi Mr XX,
Good Day！
QUALITY IS OUR CULTURE
ABC Co.Ltd.(one of the grey hair for LED more than 16 years). Our core competencies is A and B,our market is USA. Our sales pitch is WITH US YOUR MONEY IN SAFE YOUR BUSINESS IN SAFE.
Hopefully to be (your honest dealer and trustworthy supplier in China)
Blow is some of our best seller M/N 产品 for your reference. We can accept payment by PAYPAL ( The easy way to pay money for American customers)
Pls don't hesitate to contact me anytime.
欧洲国家（英、法、德、意等）
要点：
1.追求质量
2.时间很重要
3.安全感
4.证书和售后服务
Hi XXXX,
ABC Co., Ltd. is LED Business Model in China. We had the honor to serve the 2nd big distributor/XXX 公司 in UK; XX 公司 in USA; XXX 公司 in Dubai; All our items are coming with certification and we have special team work for after sales service. We are ready for signing contract with you in case you need it, as honest dealer we never crook our customers.（安全感）
(TIME IS GOLD) for you and for us. So we have professional production line and staff who are making nice quality in short time. (质量，时间)
Below/Attachment is new items and some information about our best seller, our factory and certificate, hope we can have long term business with you in near future.
中东国家
要点：
1.喜欢大写+简单英文
2.喜欢细节详尽的邮件
3.细节介绍公司和产品
4.最好有产品图片与规格
5.价格低
6.慢热型
7.品牌
Dear XXX,
BEFORE READING MY EMAIL, PLS BE SURE THAT AM REALLY HOPE WE CAN BE FRIENDS EVEN WE DO NOT HAVE ANY BUSINES. （ 用一种 舒缓感觉拉近客户间的距离 ） We ABC Silicone 10 years Professional with Middle EAST Market, We Have served many of biggest company around the world such as A 公司, B 公司, C 公司 etc.（客户鉴证显示公司实力和产品质量）and we are top in condensation and addition cured silicone filed.
We trust you will like our quality and our service. We can offer you very perfect price with very nice quality. And also we can sign contract with you to be more safe. And we can full refund money back to you if there is any quality problem.
We trust that with us your money will be in safe and your business will be in safe. As quality is our culture, so hope you give us a chance to serve you and we believe that you will be happy with us. I send you some of our best seller data sheet. Pls check it as follows---
Contact me if you need any help in China, and pls remember I am really hope we can be good friends even you don 't do business with us, pls remember this is .
南美（巴西、阿根廷、哥伦比亚等）
要点：
1.单词要简单易懂；
2.喜欢提问的方式；
3.喜欢免费的样品；
4.喜欢OEM。
Hi, Dear xxx,
Are you interested in saving some money? Are you interesting in good quality with nice price? And are you interested in small order with fast delivery?（提问的方式投其所好）
So pls let you know we can offer all these for you, ABC Silicone is the TOP rtv liquid silicone factory in China more than 10 years. Below is our best seller, pls check it. Any interested, more information & FREE SAMPLE（免费样品投其所好）will be provided for your reference.
Hope to hear from you soon. Good Business Start Here!!
澳大利亚
要点：
1.认真爽快，乐于交友，对陌生人也经常一见如故；
2.价格：运抵澳大利亚并已完税的产品价格应比当地生产的同类产品或其它来源的产品价格低；
3.可靠性：供货商必须能长期保证产品的质量，交货及时并保持联络；
4.灵活性：供货商能接受小批量订货。
Dear Mr. XXX,
It's really my pleasure to write this email and I hope even we don't do business we can be good friend, as we realty like Australian people so much, as you are very nice, friendly and honest in your life and business, so hope we can be friend, my name is from ABC Silicone, RTV Liquid silicone professional manufacture in China. And we got your information from Alibaba.
We trust that our quality and price will give you an edge over your competitors, So hope we can have long term business with you. Below is the our best seller RTV-123, pls check it hope you like any of them, and feel free to contact me if there is any help I can do for you here in China as really hope we can be friend even without business.
Hope to hear from you soon.
03 询盘时的开发信
开门见山式
This is from ABC Silicone, Glad to know you from my friend Alex（客户一种真实亲切的感觉，是朋友介绍的）that you are a wonderful artist sculpture in Mexico. We are leading professional manufacture of rtv liquid silicone in China more than 16 years.
As we know you use a lot of smooth-on silicone for sculptures casting, right?
Here I'm glad to tell you that our silicone RTV-123 is very similar to MM25, but price is much cheaper than it （产品亮点）; and the 2nd distributor CBD in UK have always bought us 3-5tons/ month instead of Smooth-on Silicone. （ 客户鉴证我司产品的价值魅力）so, we are 100% confident （百分之百的相信）that you will quite happy with it. Would you like to have a try? If so, Free Sample & quotation will be sent for your evaluation（用免费样品吸引）.
新品推广式
Warm Tips：
1.新产品最好也是有针对性的发给不同客户的市场；
2.特色卖点也要结合当地市场的喜好，特色卖点一般最多不超过4个，以3个最佳。如果罗列太多的特色卖点就相当于没有重点突出，也会让客户质疑产品的真实性；
3.最好附上图文并茂的图片，让客户更加直观的了解；
4.如果产品款式很多，可以做成彩页以附件的形式发送，多角度的展示产品。
Hello Dear Igor,
This is from xxx Silicone rubber Manufacturer more than 16 years.
Glad to know your information from website and know that you are a distributor of Wacker, right?
We are happy to share you our New hot selling Silicone A and B in UK, which are wonderful for climbing holds casting. As we know, more and more Americans love sports climbing. So, we are wondering if this kind silicone will be a good market in USA soon.
（新产品作为一种市场信息的分享给客户）
Competitive Advantage--
Data Sheet--（产品参数）
Any interested, free sample & price will be sent for evaluation.
动态分享型
此类件的作用：
1.老客户的二次开发
2.贸易商的开发
3.客户维护
Hello Dear Peter,
Long time no contact. How are you? and how is your business market going?
Hope Beautiful!
We just came back a EU Molds Exhibition/ visit （ 展会或拜访） in Korea, I'm so happy to share some useful information with you as follows------
Dow-Corning vs Smooth-on Silicone
Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
Xxxxxxxxxx
1:1 Silicone will be trend of the market
Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
Xxxxxxxxxx
Our New research products—
Never being thicker silicone within 1.5 years silicone become to our top star products. We are wondering if your customer will also like it ?
Any interested, free sample & price will be sent for evaluation.
客户鉴证式
Warm Tips:
1.客户鉴证如果是贸易商同一个市场的不要用；
2.和此客户签了协议的不能用；
3.有关系往来的客户可以用，但不能无中生有。
Dear Tom,
We are the gold rtv molding silicone supplier of the biggest artificial stone in Malaysia.（开门见山 告诉客户自己的双重身份）
As we know you are also a wonderful manufacturer of artificial stone in Malaysia. So, we are wondering if you use rtv silicone for its molds?
If so, attached is our silicone TDS, pls check it.
Any interested, quotation & free sample will be sent for your evaluation.
问卷式
Warm Tips:
1.此类开发信要求对客户市场或是具体用途中出现的问题有专门的研究分析；
2.有针对性的问卷式开发信能真正帮客户解决问题，回复率一般都非常高；
3.你们产品的某些独特卖点刚好能击中客户的某些痛点，能帮到客户解决实际；
4.问题，有可能是某项技术的图片，也有可能是某些证书，也可能是融资性的 ；
5.付款方式等都可以这类问题去写这种开发信。
Hi Mark,
Have you always suffered these problems during your mold making of silicone— 1. Oily?
White Stains in the artificial stones?
xxxxxxxxxx
xxxxxxxxxx
If so, congratulations to you to find a good supplier!
We XXX Silicone can just help you solve all the problems above.
If any interested, more products specification as well as price, sample will be sent for your reference.
活学活用双向主动/被动语态
If so, congratulations to you to find a good supplier!
We XXX Silicone can just help you solve all the problems above
VS
We are glad to tell you that we XXX Silicone can just help you solve all the problems above.
（生意是双向的,作为供应商我们希望找到开发优质的3A客户，同样的客户也希望找到稳定又有保障，能为客户解决问题的供应商，所以希望大家多用一些这类双向被动语态）
Eg. You will quite happy with it.
We think you will also don't want to miss this opportunity, will you?
Since you are such wise businessman, we believe you will make the best choice.
邮件群发式
目的:
1.开发信群可以全面的让客户了解你的产品、公司、服务、现有的大卖家、现有的市场构成、现有的新产品等等；
2.主题的多变，能大大提升邮件被点击的概率；
3.显示你的专业。
第一封：
Re: RTV Silicone Vendor for Amy
Hello, dear Amy,
This is from XXX Co., Ltd, I know you from my friend Jim that you are the distributor of rtv liquid silicone rubber, right?
As I know you are in marketing for more competitive advantage silicone in currently financial crisis. Here, we have some star products whose quality are very similar to Wacker,Dow-corning but price are half much lower than it, would you like to have a try?
Pls contact me for any more information.
第二封：
Re: Re: Company profile-----xxx Company
xxx,
We are the leading professional manufacture of rtv liquid silicone rubber more than 16 years. Attached is our Company profile for your reference, thanks!
Regards
第三封：
Re: Factory Audit report-----xxx Company
Dear XXX,
We have already passed the factory audit from SGS, REACH, RHOS, FDA ,MSDS, UL etc.
Pls find audit reports in attachment.
I’m sure that our factory & products are good enough for your program in Italy!
Any comments will be appreciated!
第四封：
Re: Video of factory
Dear xxx,
Yutube: www.xxxxxxxxx.com
Facebook: www.xxxxxxxxx.com
for our factory for your review
If you have time, pls pay a visit to us, we are so confident that some of our products will help you win more makets.
Sincerely hope we can do something for you and your company!
Kindly Regards.
第五封：
Re: Recommended Items for Italy
According to my experience, here attached products which suitable for Italyyou're your review as follows!
[sheet]
If any demand, I'll provide quotation samples immediately！
第六封：
Re:xxx（客户名字）
XXX,
It's me again.
Do you have interested in our current models? Free samples could be sent for evaluation. BTW, if you have any idea about your best seller hardness of silicone, pls keep us posted. We also can recommend you the best suitable products for your reference.
Your early reply will be highly appreciated.
催眠式
如何催眠？
1.新工厂：暗示价格优势；
2.好的市场反馈：暗示质量优势；
3.邀请客户一起讨论本土市场的合作机会。
好处：
此开发信虽未直接告诉客户，我们的产品物美价廉，但是采用这种迂回的催眠术让客户更容易接受这种分享又开发的开发信。
I'm glad to inform you that our new factory xxx Silicone Co., Ltd. Has been successfully started up in Jan of 2014.
The 2nd distributor xxx in UK is quite happy with us, and who have bought silicone 3-5tons from us every month instead of smooth-on Silicone.
We are very interested to discuss with you possibility to develop your market together.
事件营销式
Hi Michael,
First of all, Congratulations on your country win the champion of World Cup 2014, it's really fantastic!
（事件营销让客户心情开朗）
As know from your website, you are a distributor of some famous brand silicone like Wacker, smooth-on, ACC, right?
Actually, we are a leading professional manufacture of rtv liquid silicone in China more than 10 years and we are top in condensation and addition cured silicone filed.
（介绍主打市场）
Germany market covers more 50% sales of Wacker, 10% of smooth-on for life casting industry, also ACC silicone was the main role of electronic potting silicone. But now as the Europe economic crisis, all the sales go down. And customers always ask more competitive silicone located in Munich and Hamburger etc., especial in some construction industry and electronic filed.
（市场分析加上城市虚实结合，吊一下客户胃口）
Today we XXX Silicone can just provide you this kind of silicone which is similar to Wacker4503 and ACC M928, would you like to catch this opportunity and get more beautiful market pls?
（千呼万唤使出来）
Any interested, we are happy to discuss it with you about more details.
04 回盘时的开发信
一句式简单回盘邮件
Warm Tips:
对于一句式询价询盘的回复可以采取逆向抓住主动权的回复方式，先反问客户具体需求，了解清楚再报价！但是切记，巧妙的逆转话题in order to的妙用。
I want to buy 200kgs.How much is this silicone?
Hello Dear xxx,
Tks for your inquiry from Alibaba, we are glad to know that you are interested in liquid rubber for molding, right?
Congratulations on you to find the right supplier, We are a leading manufacturer of this kind silicone more than 16 years.
I'd like to give you the price right now, however we have thousands products, in order to recommend you the best suitable products. May I confirm some information with you as follows.
1. What's the hardness do you want? 20shore A, 30shore A, 40shore A?
2. What's the mixing ratio do you want? 100: 4: 1: 1 or 10: 1?
3. What's the application do you want to use for, gypsum, resin, concrete or others?
As soon as confirm information above.We'll provide more details information for you as well as the quotation,shipment etc. Waiting for your reply soonest.
精准式回盘模板
客户询盘:
I'm Alexandre, CEO of ***** company in France. We are specialized into promotional gifts and krafts.
For our clients, we are, interested in your Muti-function Bluetooth key finder as a promotional gift. We are looking for a strong business and cooperation into the long term business. Many clients are already interested in this product.
Here after jobs to quote: Qty =1300 units
Mass color: we need to have a pantone mass color
Printing: 1 logo printing on 1 side in 2 colors
Packaging: we have to offer into a cardboard packaging, black color/enclosed an example: this is a box with EVA foam (black color), die cut for the shape of the key finder +1 cardboard sleeve in 300gsm, black color, with printing logo full color on it, mat lamination.
Here enclosed some examples (EXAMPLES ONLY, just to show what we are talking about) Sample time + cost? Lead time for the job? Packing list info?
Please send us a detailed quote for this job,by filling in teh enquiry form enclosed.
I'm waiting for your complete answer.
回复询盘：
Dear Alexandre,
Very glad that you are interested in our Muti-function Blue-tooth keyfinder from Made-in-China.
Congratulation on you to find the right supplier,we are a leading professional manufacture of electronic gadgets in China. And this blue-tooth keyfinder is our best seller as a promotional gift in 2015.
Currently we have two designs, the mainly function is anti- lost, remote shutter, recording voice, location mapping.CV-F12 can be used to track multiple device with single app,which can only workable for Android and Apple System with 3 different languages--Chinese,English, and Spain. Another CE-F 10 is a simple blue-tooth finder which use to track device one by one. Dear Alexandre.Attached is our price list, pls confirm which one do you prefer to?
Abt your other requirements-
1.Mass color:we need to have a pantone mass color
---Yes, we can do it if your gty above 1k
2. Printing:1 logo printing on 1 side in 2 colors
---Yes, it's also ok, pls send the clean & big picture so that we can consult the logo charges for you.
3. Sample Time: 1-2 days after getting your payment (Ps:here we use our own package at first) Sample charges: EXW 10usd/pcs Lead time for the job: 15-25 days
Packing List information: 300-352 pcs/carton, details pls check the attachment quotation list. If yours, pls confirm your details requirments at first so that we could calculate for you.
Any question welcome to contact me anytime.
模棱两可不详询盘的回复
外贸中经常收到一些模棱两可泛泛而谈的询盘，不知道准还是不准的询盘，此时大家请不要随便放弃，这些询盘并不代表着质差，或是客户随便问问，也许也是一个不错的潜在机会。请找到切入点或突破口来回复，可以先介绍产品，再介绍公司来确认客户的具体需求！
1.Company Profile 的制作;
2.公司名，地址，网址，公司简介；
3.公司图片；
4.样品间图片，产品图片；
5.产品种类及具体详情；
6.公司近3年内的销售额(有图表更佳)；
7.现有客户分布(有图表更佳)；
8.现主要客户(配客户logo更直观)（这个主要针对于大型零售商类似于众所周知的walmart等客户，如果是其它产品最好说哪个市场第一大，第二大客户即可，不便直接把客户公司名罗列出来，以免竞争对手挖客户）
Dear Mandy,
Tks for interesting our silicone on Alibaba!
Here are our main categories as follows—
1. Moldmaking Silicone
2. Life Casting Silicone
3. Pad Printing Silicone
4. Electronic Potting Silicone
5. Insoles Silicone
6. Textile Coating Silicone
Attached is our company profile, any interests, more details information will be provided as per your request.
05 报价时的开发信
范围报价
什么时候用“”范围报价”?
很多时候客户一封邮件过来就问产品报价，可是你对客户的具体需求、数量等并不了解，直接报价过去很冒失也显得不专业，这个时候可以直接先跟客户报一个范围价，再跟客户确认其具体需、订量。
好处：
1.这样一来可以回答客户的问题，二来也可以自然过渡你想要确认的东西；
2.有些客户你跟他确认具体需求时客户就不是很配合，一直盯着价格问，这时候先发一个范围报价过去，可以试探他是否真的有下单的想法。
客户询盘：
Hi, What is the price?
Ths
Jim
回盘：
Hello Jim,
Tks a lot for interesting in our silicone.
Here is price range for your reference—
Condensation silicone: 6.28-12.88$/kg
Addition cured Silicone: 9.88-19.88$/kg
Dear Jim, as we have thousands kinds silicone for different application, in order to recommend you the best suitable one, may I confirm some information with you as follows—
1.XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
2.XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
3.XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
As soon as confirm some information above, more details products specification as well quotation, shipment will be sent for your reference.
Waiting for reply soon
精准报价
一个完整的报价组成要素：
1.贸易商术语
2.价格
3.数量
4.付款方式
5.包装方式
6.运输方式
7.交期
9.报价有效期
10.汇率
附加：
海关编码
产品保质期
MOQ
Hi Jack,
Below is our best price for rtv-123
EXW xx$/kg basic on your qty=3000kg
Exchange Rate: 6.3(1USD=6.3RMB)
Package: 25kgs/drum, vacuumed packing
Expiring Time: 12 months storing in a dry & cool place under 25 Celsius degree.
Shipping Terms: By Sea.
Payment Terms: T/T 100% in advance
Delivery Time: Within 5 days after obtaining your bank receipt against the payment.
Price Validity: Within 20 days.
HS code: 39100000
Abt the shipping cost may I know your destination seaport pls? So that we can consult it for your reference.
Warm Tips:
精准报价最好做成表格的形式一目了然；同时也非常直观的可以看出不同数量区间的价格对比。
Hi Jac,
Belowing is our best price, pls check it.
[sheet]
Exchange Rate: 6.3(1USD=6.3RMB)
Package: 25kgs/drum, vacuumed packing
Expiring Time: 12 months storing in a dry&cool place under 25 Celsius degree.
Shipping Terms: By Sea.
Payment Terms: T/T 100% in advance.
Delivery Time: Within 5 days after obtaining your bank receipt against the payment.
Price Validity: Within 20 days.
HS code: 39100000
Abt the shipping cost, may I know your destination seaports pls? So that we can consult it your .
报价单式报价
Dear Alexandre,
Tks for your inquiry from Alibaba, I'm glad that you are interested in our Muti-function Bluetooth keyfinder.
Congratulation on you to find the right supplier, we are a leading professional manufacture of electronic gadgets in China, and this keyfinder is our best seller in 2015.
Currently we have two designs, the mainly function is anti-lost, remote shutter, recording voice, location mapping.
1.CV-F12 can be used to track multiple device with single app, which can be workable for Android and Apple System with 3 diffrent languages—Chinese, English, and Spain.
2.CV-F10 is a simple bluetooth finder which use to track device one by one.
Attached is our price list, pls check &confirm it. which one do you like?
Walting for your reply soon.
Price lisa
成本报价
什么时候用成本报价法?
国际交易中成本报价法一般还是用的比较少的，一般是针对中东、印度等这些经常压价压得特别离谱的国家，或是谈价谈到最后客户还是坚持目标价没有任何让步的余地，用成本报价法是能清楚明了的让客户知道你所报价的合理性。
Dear Kim,
Attached is Cost Quotation, pls check it.
To be honest, we are keen to win this order, however, we have no margin to reduce this price again, and it's really a pretty reasonable price basic on such nice quality. And we can't debase our quality and profit to achieve your target price, sorry!
Surely, as a good friend, personally I don't want to make you disappointed.
So, I have two proposal for you—
1.xxxxx
2.xxxxx
Pls advise your idea about it, takes in advance!
Sincerely &B.R
成本报价法注意事项
1.不要客户一询价就给成本报价；
2.成本报价不要随便用，特别是此产品是你们公司的某种专利产品或技术机密的产品；
3.工程造价的项目产品可以用；
4.成本报价不用把所有价格组成项目罗列的十分清楚，只需要一个大概的组成部分即可，以避免被竞争对手获取而造成不必要的麻烦。
这些开发信模板可以提供一些不错的思路。不错在实际操作中，并不建议直接照搬，最好可以改造为自己的话术。毕竟大家都用相同的内容，很容易被系统邮箱判定放进垃圾桶。
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（本文综合整理自外贸营销俱乐部、外贸知识课堂、跨境口袋狸）