外贸禁忌 | 来自歪果仁：“When you send those mails, KEEP THEM SHORT!”

Hello大家好，我是六安君~

今天分享下来自LinkedIn上的歪果仁发的一篇关于吐槽我们外贸人写的开发信长篇大论不知所云的动态。我个人认为这篇文章写的还算蛮中肯的，但确实是有很多我们在写外贸邮的过程中值得去反思和借鉴的地方。正如这封信的作者所言“When you send those mails, KEEP THEM SHORT!”。

下面我们一起来看看这位歪果朋友说了些什么吧！

The problem

I get at least 20 mails a day (via LinkedIn mail as well), offering the best prices, best quality, all certificates, all very professional LED factories...

The reason

I think the LED market is stabilizing.

The blooming that the market experienced starting a few years ago, is calming down.

The local suppliers in the "world outside China" have found their suppliers, and now there is a fight to get them to try new ones.

New clients are getting more and more rare, but the LED manufacturers in China are many (and in India too, apparently) and the sales stuff is facing a very difficult task.

What is happening then

So long emails are written, very good speeches, filled with promises.

Also, as price is the easy weapon, many times I just get price lists from companies.

However, that imposes a risk to the end-user, as the quality might be diminished too. I think some manufacturers might walk on the edge in that aspect, in order to compete with those who know they sell garbage to begin with. They all hope the quality is good enough just to last the warranty period, not much more.

I would never buy based on price only myself.

Furthermore, as I personally don't trust cheaper products, we try to offer 5 years warranty products mostly.

My suggestions

I really do think all these sales persons, boys and girl at their 20s mostly, probably break their heads on how to contact clients, and thus emailing to any email address available, and the pursue is on even for just selling a few samples only. Many work crazy hours, and are obligated to talk about work with clients available on Skype for instance, even at late evening hours.

I understand the pressure completely, I think it has gone a bit crazy.

I can only advise all those motivated young sales stuff persons:

When you send those mails, KEEP THEM SHORT!

Remember - The marketing researches proved that a person scans advertisements for about 3 sec., and then moves on.

So try to be creative...Those loooooong letters saying how wonderful you are ( and I am sure you are) are of no use.

Make it short and simple, try to make the client want to know more. Nothing more can be achieved, so really no need for all those words...

Why would I advise that? Well, as they say, "if you can't beat them, join them"...

总结：外贸邮件一定要简洁明了，突出主题，也不能出现单词和语法的错误。很多歪果客户的时间观念很强，每天都会有固定的时间来去阅读、处理email，很多长篇大论、不知所云的邮件，一般都会被直接删除，或把你的邮件归档为垃圾邮件。

（来源：六安君）

以上内容属作者个人观点，不代表雨果网立场！本文经原作者授权转载，转载需经原作者授权同意。

（来源：钟小毛）