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1、给美国客户写开发信注意事项抛砖引玉的第二个开发信 Hello,Sir, Good day to you. Thank you very much for viewing our message dated 16th,Nov. And we didnt get any reply from your side.As a potential client for us, copuld you do us a favor to make a feedback about it. As you know, feedback from client will improve our service an
2、d price greatly. Also as far as I know, that trading takes time and attention. Why not make some preparation for yourself.once your supplier offers both a bad price and quality in the nearest future Maybe you can make some trial order from us. Look forwards to hearing from you soon and co-operating
3、with you in the nearest future best Regards Sincerely 美国作为典型的生意导向型的国家，做外贸的都希望与美国人做生意，美国人性格开朗直爽，对陌生人的邮件推销和电话销售接受程度明显高于其它国家。因此，用邮件发开发信开发美国市场，不失为一种较有效的手段。 美国人做事认真，骨子里有自傲情绪，尤其是American Whites，要求高，有时甚至挺矫情。因此，跟他们打交道，先了解美国人对开发信的要求。笔者从美国进口商协会收集和摘录了一些关于Sell to U. S的推广信建议，供大家了解。 一、Guide to Successful Marketin
4、g and Selling to US Importers. Direct marketing (sending a sales letter by mail) is the most effective way to market your products and find new buyers. With all the new technology we have today (internet, fax, B2B, etc) more than 8 out of 10 US importers say they prefer to be contacted by sales lett
5、er. But you cannot send just any letter. The sales letter that you send represents your company. If it looks good, you look good. If it looks bad, you look bad. If there are mistakes in the letter then the quality of your product is questioned. An estimated 97% of all sales letters go into the trash
6、. It is important that your sales letter looks nice and is effective in order to be part of the 3% of letters that stay on the importers desk. Importers generally look at the first paragraph first. If they are still interested they skip down to the last paragraph to look for the sellers web site add
7、ress. Our research showed that US importers generally do not look at the second or third paragraph. Sales letters dont sell anymore. Your web site does that now. Your sales letter has two functions. The first is to introduce your company and your products and the second is to direct the reader to yo
8、ur web site. Effective sales letters generally have four paragraphs and are arranged in the following manner: Paragraph 1: Attracting Attention A recent research study showed that US importers generally spend seven seconds looking at a sales letter to determine if they are interested or not. If with
9、in that 7 seconds you have convinced the reader that you have a product they would like to buy and resell then they will continue reading. Otherwise the letter goes into the trash. Paragraph 2: Building Interest and Desire Once you have the readers attention you must give the basic details. Your goa
10、l is to show that you have a reliable product that the importer can buy from you and then easily resell in the US for a profit. Paragraph 3: Convincing The Reader At this point you have the readers interest and have given the basics. This paragraph tells the importer the benefits of buying your prod
11、uct. Here you show the buyer how he/she will benefit from buying your product. Paragraph 4: Request for Action This paragraph is short and has only one function: go to your web page for more information. It is very important that you put your web site address in this last paragraph and encourage the
12、 reader to go there to see more about your products. 二、How Not To Write A Sales Letter (如何写推销信) 1、Every word in your sales letter must be chosen carefully. Do not use words that are pushy, like prompt, and ASAP, and at your convenience. US importers do not like to be pushed into making a decision. 2
13、、Do not try to flatter the buyer with words like esteemed and respected. US importers will give you an order because you have a product they want. Not because you tried to inflate their ego. 3、Do not use abbreviations. Using B. Rgds for Best Regards and Tkx for Thank You implies that you are lazy. N
14、o US importer wants to do business with someone who is lazy. 4、Do not misspell any words or use bad grammar. Your sales letter is the only representation of your company that the buyer sees. In their eyes a poorly written sales letter means poorly produced products. 5、Do not make the reader hunt for
15、 your web site address. The goal of your letter is to get the prospective buyer to go to your web site for more information and hopefully to give you an order. Put your web site address in the last paragraph and also in the contact information at the top of the letter. Make it easy for the buyer to
16、get the information he/she wants and to contact you for more details and possibly a price quote. 三、一些我们外销员常干、美国进口商反感的事 你还在用yahoo等免费邮箱？ Do Not Have a Free E-mail Address As Your Business E-mail Having a free (hotmail, gmail, yahoo, vsnl, sina, etc) e-mail address is one of the worst things you can do
17、 in business. Its fine for your personal messages to friends. But free e-mail accounts used for business purposes are very, very bad for your business. US importers do not trust free e-mail addresses. The exporter could be the largest food exporter in that country, but if they have an e-mail address
18、 of goodfood then to US importers they automatically become small. No big companies who know what they are doing use free e-mail addresses for business. 用传真推销产品？ Dont Send A Fax This is a step up from e-mailing, but it is still a bad way to try to market and sell your products. Reasons of not sendin
19、g a fax to sell your products: 1) The function of the fax machine is to get documents from clients, customers and suppliers. It is not a marketing tool. It makes US importers very angry to get sales faxes. It uses their fax paper and ties up the fax machine preventing clients and suppliers from send
20、ing legitimate faxes. 2) It is illegal. US law prohibits the sending of a sales message by fax unless the person receiving the fax has given permission. In most cases the cost sending a fax from overseas to the US is about the same as postage to the US. And a sales letter by mail is much more effect
21、ive at finding new buyers. 你的经理说给老美发邮件语法和英语不地道没关系？ Dont Send Sales Letters that Have Spelling/Grammar Mistakes or Use Out-of-date English The sales letter that you send to a prospective buyer is your representative of your company. If it looks good then you look good. If it looks bad then you look b
22、ad. More detailed information is in the section Sample Sales Letters. Check your letter to make sure there are no spelling or grammar mistakes. These mistakes make your company look sloppy and inefficient. Do not use abbreviations as if you are using a telex. For example, using pls for please and u
23、for you make the prospective customer think that you are lazy. Do not use out-of-date sentences like Would you be so kind. and Under separate cover please find. These old sentences show that you are old fashioned. 你有没有给美国买家写信用ASAP 等词？ Never push the buyer to do something Sentences like, I am looking
24、 forward to your favorable reply are pushy and should not be used. Never use words like prompt, ASAP, at your earliest convenience etc. They are rude and pushy. US importers are professionals. They will answer you because its the business-like thing to do. Not because you push them. 你还在一成不变的用“let me
25、 introduce .“来开场？ Dont Send Letters that Use the Word introduce in the Opening Paragraph Letters that start something like We would like to introduce ourselves are in fact screaming Im a boring sales letter! Do not use the word introduce when trying to sell your products. Its an immediate turn off.
