略谈开发信

    这次略谈外贸开发信。这方面，已经有不少人提到邮件营销、网站优化，SEO，Google，B2B，黄页、提单江南体育app下载苹果手机版 、买家网、大使馆参赞等，总体效果并不明显，好比大街发传单，算是锻炼和体验的一种途径吧。个人认为，无论何种形式，终归取决于公司（团队）及个人之间资源、知识与能力的平衡性。只是许多新人具有无限潜能却得不到机遇和平台（young person with so much promise but so few opportunites...)[Michelle Obama's Convention Speech September 4th].

就开发信而言，还是以简洁明了、挖掘买家需求并突出卖点为准。个人平时也是在收集一些买家信息，并在表格中归类整理，一般在参展前、行业“淡季”、年底等时机发出。大致有如下几个类别，够一年内发送的。

1. 展会邀请函 
subject: Invitation to AAPEX Show in Las Vegas
Dear Sir or Madam,
We sincerely invite you to visit our booth in coming AAPEX show.
Company: ****
Fair Show: AAPEX 2011---International exhibition for Automotive Parts, Equipment and Service.
Date: From Nov. 1st  to Nov. 3rd, 2011 in Las Vegas, USA.
Booth No. :
Contact person: *** ( mobile *** )
Welcome to our booth if time permitted and thanks for your attention. 
Best regards,
***---Sales manager
ABC company
Add: ****
Tel:                 Fax:
MSN：
Website:

说明：总体效果最好，尤其是展会举办地周边国家潜在客户，往往会参展并提供样品开发。有时间可以去拜访客户，那就最好不过了。

2. 针对性开发，主要是中高端品牌商；可突出品牌服务经验、质量体系、售后服务等。
subject: sealing parts for vehicle
Dear Mr.**,
We know that CTK is a leading supplier of sealing solutions in U.K, and writing to you for possible cooperation.
We, ABC, as a professional manufacturer in China, have been providing various *** and other sealing parts to many brands like *** etc. Our products are well accepted in western markets owing to reasonable price with reliable quality as well as consistent service.
For more information, pls browse our website or contact us directly. Company profile, lastest catalog, testing samples are available at your request.

说明：这类潜在客户一般都有成熟的供应商，需耐心跟进并等待时机；幸运的话，在其更换供应商之际很容易达成合作。

3.新产品推销、库存促销、节日祝福、年度计划（展望）等
1)subject: new design of ***
Have you ever seen such smart ***? It’s our new desigh of high quality with CRV material, easy & quick adjustment, multiply usage while portable into one’s pocket. Price is flexible and accept small trial order. Contact us for more details!
2)KIA seals with lowest price、promotional season of ***、*** on sale,etc.
3)Holiday greeting from ***, regards of **, etc.
4)business plan in 2012、market plan in coming year, product proposal in 2012,etc. 这方面实际上不再是停留在产品方面，而是一种市场策略、营销咨询及合作共赢理念...
Long time no message from you, how are you?
This is *** from ABC, and we mainly produce sealing parts like oil seals, gasket, etc for cars and trucks.In the coming year, we will arrange more production resources as well as marketing investment in Turkey.
With your expertise and sales network, we believe there should be much chance for our cooperation. Have you got any new plan in 2012? We are always ready to support you.

Keywords: 信息收集与分析、开发针对性、市场策略、营销思维

4.对于专业或很有意向的潜在客户，个人建议可精心准备客户所需资料（供应商资质调查表）及样品（产品目录、正式价格表、包装、原材料性能、测试报告、应用）等。快递可通过几大巨头的代理走，省一些费用。外贸新人别忘了去争取，毕竟此效果远胜过一般开发信...