Ella為什麼會丟單？

今天的篇幅比較長，花了我好長時間整理和排版，但是這個案例值得每個外貿新人學習和借鑒。歡迎留言互動。

Ella是SOHO. 她的客戶Sam有意向下單，可是過程中出現了什麼問題，導致客戶最後把她拉黑了呢？以下我邊修改她的郵件，邊分析。

結尾再給大家小結一下。

4.22號Ella寫郵件給Sam.

Hi Sam，

How are you. I am sala, tell you good news , thenew plastic box has got the consumers appreciation ,because last year the customer ordered 400000pcs who has come back again to order now , and the customer needs it urgently.

Last time ,you sent me email ,and I could not see the information you sent ,so later it works so I replied you by my personal email .

But at that moment ,I am not sure the new design plastic box whether is appreciated for Europe consumers because temporarily no any comment from him so at the moment ,actually I am not dared to recommend it to you .

Now ,my customer come back again for another 400000pcs ,and need it asap ,so now I am dared to tell you the above .

Attach the bulk of plastic box pictures for see.

If you would like to have sample to test or other information ,feel free let me know .

Your early reply would be very appreciated .

以上意思我用四句話可以涵括：

Hi Sam,

Sorry to miss your email.

Please see attached the bulk of plastic box pictures for your reference.

For your kind information, we ve got another European client s repeat order recently. Kindly let us have your further feedback soon.

Best Regards,

Ella

1) Ella 想突出歐洲客戶返單來證明此產品在歐洲市場廣為歡迎，這是亮點。可是因為她的啰嗦，前後出現了2遍。絮叨過度，便有自賣自誇的嫌疑。

2）錯過郵件，遲回復客戶，並不需要長篇大論解釋。像Sorry for the late update. My apology for the late reply. 或我修改的Sorry to miss your email. 一筆帶過就好了，客戶關注的不是你在忙什麼，你去了哪。他關注的是，他的要求你的回應。

3）通篇出現的是I, my, me. 而在函電中，更倡導We and us. 哪怕你單槍匹馬，也不要給客戶覺得你是。以我們來引導，會顯得更具分量。

請繼續看：

4.24號Sam沒回復，Ella繼續寫郵件跟進：

Hi xx ,

Happy Monday. The day before yesterday ,may I know have youreceived my email ? The new xx with the welded box is 0.06$/set only .

Recently ,do you have any purchasing plan for it ?

Wait for your early reply soon .

我的修改：

Hi Sam,

Good day.

Updated price for the welded box is USD0.06/set only.

Please further advise.

Best Regards,

Sam.

才兩天沒回復，其實不必要跟得那麼緊。

價格有更新，簡單告知下就行了。

4月25號，客戶回復了。

Dear Ella,

I m glad to know about. I got your email. I m going to makea new order in a few days, I ll keep you update.

Ella在當天回復：

Hi Sam,

Glad to hear from you too Yes the new design plastic box enjoythe customers appreciation, and come back again for the second order already.

Wait for your early arranging ,so we could arrange ,so could produce your order soon. Meanwhile let us know what the quantityfor telling you the lead time .

Thank you.

我的修改：

Hi Sam,

Thank for your update.

Expecting to your further instruction.

Ella.

客戶已經在郵件里提及他會下單，並且會相應告知細節。那麼就不需要在郵件里再次提及。

Ella的書面英語很一般，所以更不能想到什麼說什麼，也不要一開話匣子滔滔不絕。要儘可能長話短說。

到5.3號客戶還沒回復，於是Ella進一步跟進。

Hi Sam，

How are you ? Our one customer will ship the xx order next week ,as now we just produced a part of xx ,we will finish all next week as now we have added more machines for production.

Attach our packing detail for your see .

If you would like me to check now the plastic box shipping fee that go to Spain of Barcelona port ,please let me know .

Thank you very much !

我的修改：

Hi Sam,

Greetings.

Any updated news from you?

Ella.

客戶越沒動靜，越要沉住氣。

像原文中訂單的細節八字沒一撇，就要查詢運費了，顯得很著急拿單。

5月4收到客戶的回復

Hi Ella,

Could you please tell me the price for 100.000 separate box, and send me the technical data sheet.

5月5號 Ella的回復

Hi Sam,

Thanks for your quick reply.

Non-xxis 0.058$/pcs . 50Kpcs/carton box ,so 20cartons for 100,000pcs

B is 0.0539$/pcs . 5.2Kpcs/carton box , so 21cartons for 100,000pcs .

The filter lead time is about 10days .

The attached is the technical data ,and box pictures for you review.

If you need check samples ,we will provide.

Waiting for your early reply .

我的修改：

Hi Sam,

Thanks for your details.

EXWNon-xxis0.058$/ PCS. 100,000pcs will be packed into 20 CTNS. 5K PCS/CTN.

B is0.0539$/pcs. 100,000pcs will be packed into 21 CTNS. 5.2K PCS/CTN.

Lead time is about 10 days. Kindly see attached your required technical date.

Please further advise.

Ella.

4天後， 5.9號Ella 繼續跟進：

Hi Sam,

There is none emails received from you these days. And sorry for my late follow up as last weekend

I am a little busy for shipping customer s cargos as the attachments.

Is there any more question for the last email I sent on 4th,May ?

We have met times before when you are in China ,Sam please rest assured and I will monitor well the quality confirming and safe shipping for you. We know for years .Quality is the same as the previous.

說實話，不是很懂要表達的意思。那更何況客戶了。

想突出很忙，是旺季？要儘早確認訂單？

還是想表達認識多年，會嚴格把關質量，不必過慮？

我的修改：

Hi Sam,

Friendly reminder on 9th May.

Ella.

溫馨提醒客戶，這樣就足夠了。

不要給客戶太大的壓力，覺得你在逼單

到5.17號Ella再發了一次郵件：

Hi Sam,

Hope this letter find you well .

Christmas season is approaching . It seems that this year ,somecustomers has ordered it in advance.

This year s business is different last year .Like xx Company are ordering the intergrated typexx for the second time too.

MOQ is small ,but some are ordering by containers .

Kindly keep us informed about your thoughts . More detailed offer will be updated accordingly .

我的建議，到現在可以直接給客戶打個電話。簡單寒暄下直奔主題，問問之前提及的訂單，還需要核實什麼細節嗎？

再把報價重發一次。而非提起今年需求量很大，給客戶造成一種你們很忙的感覺嗎？

我的修改：

Hi Sam,

It s been a while since we touched base.

I am attaching again herewith the offer for your approval.

Ella.

5-23 客戶的回復

Could you please tell me the xxr s size, we want to be sureabout the compatibility with our plastic box.

5-23 Ella及時的回復和跟進

Hi Sam ,

Glad to hear from you ! How are you ?

Our box is common size for USA common cups . The size has 50mm and 44.7mm ,see the attached pictures for check .

We always provde the common size for customers ,unless someone has special intrustion for customized size ,then we will do the customized size .

What is your filter size ? and What s size of your box? We can adapt the size as your request to meet with your box

Meanwhile ,does our box reach your expectation ? As we have gave out very good price of box for you ,and its material is xx that meet with your request too .

Any more information ,kindly let us know too by returned email .

看哭。太啰嗦。一旦客戶回復，啟動話癆模式一般。

要沉住氣，並且這個郵件的關注點是XXR型號的尺寸和兼容性。

也證明客戶對技術參數方面要求很嚴格，很謹慎。

我的修改：

Hi Sam,

Glad to hear from you again.

Box size are respectively 50mm and 44.7mm, please see attached the pictures.

We can adapt the size as per your request. Kindly let us know your required filter and box dimensions.

Thank you.

Ella

5月25 客戶的郵件

Please send us the invoice for 100.000 xx with the FDA certificates again if is possible in PDF file. You told me your delivery time is ten days right?

感謝這個客戶的耐心。客戶要求出PI.

並且再次確認貨期是否10天。

Ella欣喜過頭，回復了以下郵件：

Hi Sam,

Thanks for your always trust ! Now the lead time is quite busy as this year s xx business is up . Currently our domestic also sell the plastic box already.

If urgent, please let me know ,I will apply for finishing the filter in one week for you after payment.

The attached is xx certificates and Invoice for 100.000 xx in PDF file

After arranging ,please kindly send me the bank slip .Thank you.

Kindly note :

The attached s back information is the only available account .

1）這個郵件客戶的關注點就是貨期。如果能滿足，直接確認就行了。不需要兜圈子說目前雖然很忙，但你急，我7天給你趕出來。趕貨真是不推薦作為吸引客戶的賣點。工廠的生產，從備料，上機，到後期的包裝，質檢，程序那麼多，趕貨你真的保證得了嗎？要留有餘地才好。

2）最後一句真是自找麻煩了。身為SOHO. 如果PI抬頭和銀行賬戶抬頭不一致，客戶沒留意，沒質疑，為何要多此一舉去揭短。

我的修改：

Hi Sam,

Please see attached the PI along with FDA certificate.

Confirm that lead time is 10 days.

Upon receipt of your payment, we will start with the production immediately.

Ella.

5-25日客戶的回復

Please help me with size, weigh and number of boxes.

5-25日晚上11:42分Ella的回復

The carton size is 48*48*50 ,9.8kg/ctn ,20000pcs/ctn. So 100.000 xx ,total 20cartons .

5-26 零點18分客戶的回復

Please modify the invoice:

To: xx

Atn: xx

Email: xx

Please note that the name of the company in the invoice has to be the same in the test report is ok, right?

客戶發覺到測試報告中的公司名稱和發票中的公司名稱不一致。

請看Ella的回復：

I just modify the invoice with the information you request .

I am attaching 2 invoices, one is with the company s head the same as the test report,another one s head is the same as bank account s name . So , you can choose the right one as the final Invoice .

Sam ,does the test report you need to send for customs when shipping ? If so ,please use the invoice with the company head "zhejiang xxx Co.,ltd "

Kindly note :

HONGKONG xx .,LIMITED--the company is our agent for payment only ,that is its function.

Any more question or infor ,please do not hesitate to let me know.

Thank you .

她還給自己補刀，和客戶提及發票中的公司名稱和匯款賬戶的名稱也不一致。還說附上2個發票，一個是報告抬頭和發票抬頭一致的發票，一個是報告抬頭和銀行抬頭一致的發票。

這不是純心困惑客戶嗎？為何不全部統一一致呢？按照文中提及的，是完全可能做到一致的！

離岸銀行賬戶和發票本來就要一致。不然客戶質疑也是正常的。而如果測試報告，做不到一致。可是取得工廠授權，再按照你的抬頭報備一份。不然當客戶不解時，和客戶解釋是因為兩個法律體，或者工貿不一體。一句帶過就好。

我的修改：

Hi Sam,

Please check the revised invoice and further advise.

Ella.

5-26 凌晨25分客戶的回復

I have another question, is the price FOB?

5-26 Ella凌晨1點回復

It is Factory price ,not Fob . If Fob ,add more 200 dollars only fortotal 20 cartons box.

1）直到發給客戶形式發票，還沒標註好價格條款。真是太大意！

2）而在客戶已經都要求出發票了，突然多出200美金。客戶是很難理解的。事已至此，為何不核算好利潤，看看能不能把這200美金減免掉，或者到時再把一部分算到本地費用里。

3）在已經和客戶有互動的報價時，報FOB價格要註明裝運港口。

接著客戶的不回復，Ella 連追加了幾封郵件，我列舉當中一封：

I am very cherish our cooperation and you choose me . May I know your port of loading ? If the port is near us such as Shanghaiport, I will apply for you tomorrow whether we ship to your forwarder is for free or a discount .

If the port is not near us such as Shenzhen port ,then I will check again with your forwarder to see whether can cut down shipping fee . I am Chinese ,and for trading business for over 4 years ,SO quite familiar with how much of the sea freight exactly base on the packing volume .Wait for your reply soon.

此時的Ella已經陣腳大亂。語無倫次。提及自己做外貿4年，又提及自己很通曉運費報價，又追問客戶要求在哪個港口裝運。

其實裝運港都是就近選擇的。如果不是客戶要求，難道會選離工廠不相及的港口去裝運嗎？

從5.26號，客戶開始和她斷片。失去聯繫。

電話不接，信息不回。

而Ella還在繼續郵件跟進：

Hi xx

How are you ? I just tried to give you a call ,then send you message on Twitter. As these days ,there is not any message receivedfrom you.

We are wondering ,is there any more question or information we do not say clearly to you ? If so ,pls feel free let us know.

Thank you.

可是這封郵件後的跟進郵件，Ella收到了退信通知。

除了客戶信箱滿的原因，很可能是客戶把她拉黑屏蔽了。

從這個案例，小結一下：

1

客戶和Ella之前認識，並且有合作過的。下單數量，要求明確，意向是很大的。可是案例中Ella把自己的弱點一步步攤給客戶看，客戶不會覺得這是開誠布公，而是會覺得Ella心思過重。

2

不知道大家有沒有研究過釣魚。看起來勝券在握的單子，就像已經釣到魚了一樣。可是魚是會脫鉤的。脫鉤的原因在哪裡呢？

提竿過早。客戶都還沒確認細節，為何急著報運費？客戶需要時間確認和落實，為何急著逼單？

提竿用力。給人不透氣的跟單，只會讓人心生畏懼。有經驗的外貿老鳥，一和客戶打交道，就知道拿捏火候。什麼時候應該下點力，什麼時候該給客戶空間，都是要了解清楚的。在案例里，還沒等客戶回答上個問題，Ella已經拋出下個問題。

3

函電的贅述和不專業。客戶是哥倫比亞的，母語並不是英語。案例中的很多英語表達都是中國式英語。並且太長篇大論。函電講究的是簡潔和明確。

希望此案例給予到大家啟發。

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