《跨境電商英語(yǔ)》課件-Customer Retention

CustomerRetention知識(shí)目標(biāo)：掌握外貿(mào)活動(dòng)中客戶(hù)維護(hù)的常用方法，學(xué)會(huì)客戶(hù)維護(hù)函的內(nèi)容和寫(xiě)作要領(lǐng)。能力目標(biāo)：能夠根據(jù)實(shí)際情況和不同的文化背景，運(yùn)用對(duì)應(yīng)的信函，準(zhǔn)確、流暢地書(shū)寫(xiě)各類(lèi)客戶(hù)維護(hù)函。Learningobjectives商務(wù)知識(shí)（Businessknowledge）客戶(hù)維護(hù)函的基本結(jié)構(gòu)（Letterstructure）3Introduction為什么要重視客戶(hù)維護(hù)（1）老客戶(hù)就是錢(qián)（2）節(jié)省時(shí)間成本（3）老客戶(hù)轉(zhuǎn)介紹

客戶(hù)維護(hù)的主要方法（1）做好售后服務(wù)與跟蹤（2）推送新品和促銷(xiāo)信息簽名（Signature）（3）節(jié)日問(wèn)候（4）你來(lái)我往1售后跟進(jìn)信函（1）briefmentionofthelasttransaction.（2）Thepurposeofthisletter.e.g.checkthesalesoftheexportedproducts;askifthereareanyquestionsabouttheproductsorduringtheusage.（3）Askforthepurchasingplanofthecurrentclientsinapoliteway.（1）Greetings（2）Thepurposeoftheletter.E.g.theinformationofthenewproduct.（3）Keyadvantagesofthenewproduct.（4）Discountinformationifhave,andthedetailsattachedofthenewproduct.2推送新品和打折信函（1）Greetingsfortheholiday.（2）Thanksthecustomerforhis/hersupportsandlookforwardtoabettercooperationinthefuture.（3）Informcustomerthearrangementsofyourworkschedulesduringtheholiday.3節(jié)日問(wèn)候信函（1）Putforwardaninvitationofvisitingyourcompanytoyourcustomers.（2）Tellthemthearrangementsofthevisit.（3）Askforcustomers’schedulesforthetripinordertoprepareforitinadvance.4邀請(qǐng)函Task1Task4Task2Task5Task310TasksTask1你是揚(yáng)州亞倫玩具廠的業(yè)務(wù)員WalnutHu（Walnut@A），三個(gè)月前向美國(guó)Fun玩具公司出口了一批毛絨玩具?，F(xiàn)在請(qǐng)你寫(xiě)一封售后跟進(jìn)函，詢(xún)問(wèn)對(duì)方業(yè)務(wù)員Amy(Amy@F)關(guān)于產(chǎn)品在美國(guó)市場(chǎng)的銷(xiāo)售情況，以便更好的完善產(chǎn)品的款式和質(zhì)量。另外，詢(xún)問(wèn)對(duì)方對(duì)我方產(chǎn)品還有何建議，近期是否還有訂購(gòu)需求。Sample1To:Amy@FFrom:Walnut@ASubject:NewPurchasingPlanDearAmy,Longtimenosee!Ithasbeen3monthssinceweconcludedourlasttransaction.Iwouldliketocheckwithyouaboutthedistributionandretailstatusofourplushtoysinyourmarketsoastoperfectthepatternsandthequalityofthem.Sample1Doyouhaveothersuggestionsforourproducts?Iwouldliketoknowifyouhavesomenewpurchasingplansorprograms?Thanksforyourtime!Bestregards,WalnutHuYangzhouArronToyImport&ExportCo.LtdAddress：68XiaobeiRoad,Yangzhou225100,Jiangsu,ChinaFax：86obileechateb:www.ATask2你是GuangzhouRuijia機(jī)械公司的MichealZhou(Micheal@R),請(qǐng)你寫(xiě)一封信給AbdullaSainih&Co.的Reeves(Reeves@A)先生。信中請(qǐng)告知對(duì)方：現(xiàn)你公司推出了一款新型機(jī)械Model-376，其性能大大超越了舊款Model-370，本月針對(duì)老用戶(hù)還有九折優(yōu)惠。如他們對(duì)新品感興趣，請(qǐng)盡快與你聯(lián)系。Sample2To:Reeves@AFrom:Micheal@RSubject:NewModel-376DearMr.Reeves,Howareyou?Thankyouforyoursupportofourproductsallthetime.WearepleasedtoinformyouourlatestMachineModel-376isavailablenow.ThenewmachinevastlyexcelstheModel-370inperformance.Besides,wehaveapromotiononlyforourcurrentcustomersthismonth,saya10%discount.Ifyouareinterestedinthenewmodel,pleasecontactmewithoutdelay.Sample2Haveanicedayandthankyouinadvance.Bestregards,MichealZhouGuangzhouRuijiaMachineImport&ExportCo.LtdFax：86obileechat-mail:Micheal@RWeb:www.RTask3你是NanjingWensonTextileImpo.&Expo.Co.的JoyceWu(Joyce@W)，請(qǐng)你寫(xiě)一封信給UniversalImportsLtd.的TomBrand(TomBrand@U)。信中請(qǐng)告知對(duì)方：為了慶祝公司成立10周年，感恩公司的老用戶(hù)，現(xiàn)全線(xiàn)產(chǎn)品8折銷(xiāo)售。如果想抓住這次機(jī)會(huì)，請(qǐng)于本月20日前致電你公司。隨函附上你公司最新的產(chǎn)品目錄供對(duì)方參考。Sample3To:TomBrand@UFrom:Joyce@WSubject:LimitedTimeDiscountAttachment:DetailsaboutthelatestcatalogDearTom,Nicetocontactyou！Inordertocelebratethe10-year-anniversaryofourcompany,wecurrentlyareoffering20%discountofall-lineproductsforreturningcustomerslikeyou.Sample3Pleasecallmebefore20ththismonthtotakeadvantageofthelimitedtimeoffer.Attachedisourlatestcatalogsforyourreference.Lookingforwardtodoingbusinesswithyouagainsoonandgoodtimeforyou.Bestregards,JoyceWuNanjingWensonTextilesImport&ExportCompanyAddress：15NinghaiRoad,Nanjing210000,Jiangsu,ChinaTel：86-25-34245678Fax：86-25-34245678E-mail：Joyce@WWeb:www.WTask4你是南京東方制衣公司的WaltLin(WaltLin@OrientalG)，值此新年到來(lái)之際，寫(xiě)一封祝福信給你的合作伙伴SmithBen(SmithBen@B),信中應(yīng)包含下列要點(diǎn)：祝福對(duì)方新年快樂(lè)；感謝對(duì)方一直以來(lái)對(duì)公司產(chǎn)品的大力支持，并希望在新的一年中建立更好的合作關(guān)系；告知對(duì)方我方新年的放假安排。Sample4To:SmithBen@BFrom:WaltLin@OrientalGSubject:NewYeargreetingsDearMr.Smith,HolidaygreetingsandbestwishesfortheNewYear!Mayyouandallyourfamilymembershaveajoyousholidayseason.Thankyouforyourgreatsupportsforourcompany’sproductsoverthepastfewyearsandIhopewewillenjoyabettercooperativerelationinthecomingyear.Sample4PleasenotethatIwillnotbeinofficeduringJan.1st-3rd,duetotheNewYearholiday.Foranyquestions,pleasecallmymobileorsendmemessageonline.Bestregards,WaltLinNanjingOrientalGarmentsCompanyAddress：90ChangjiangRoad,Nanjing210000,Jiangsu,ChinaTel：86-25-87659099Fax：86-25-87659099E-mail：WaltLin@OrientalGWeb:www.OTask5你是揚(yáng)州光永玩具公司的MandyLi(MandyLi@L)，你公司將參加今年的中國(guó)進(jìn)出口產(chǎn)品交易會(huì)（廣交會(huì)），請(qǐng)你寫(xiě)一封信函，邀請(qǐng)公司的客戶(hù)ClairMike（ClairMike@T）先生參觀公司的站臺(tái)。信中應(yīng)包含下列要點(diǎn)：告知對(duì)方本次廣交會(huì)的時(shí)間、地點(diǎn)、展位號(hào)（2018年4月23-27，中國(guó)廣州市海珠區(qū)閱江中路380號(hào)，展位號(hào)5.1G32）；告知對(duì)方你公司的主要產(chǎn)品以及在這次展會(huì)上將要主要展出的產(chǎn)品類(lèi)別；如需了解更多信息請(qǐng)?jiān)L問(wèn)展會(huì)官方網(wǎng)站.；再次誠(chéng)摯邀請(qǐng)對(duì)方參加展會(huì)并蒞臨展位。Sample5To:ClairMike@TFrom:MandyLi@LSubject:AnInvitationforCantonFairDearMr.Clair,Howareyou?ThisisMandyfromYangzhouGuangyongToycompany.Iamwritingtowarmlyinviteyoutovisitourexhibitionstandinthe123thChinaImportandExportFair(CantonFair)in380Yuejiangmid-road,HaizhuDistrict,Guangzhou,ChinafromApril23-27,2018.OurBoothis5.1G32.Sample5Specializinginmanufactureandexportsofttoysandcustomization,wewillshowagreatvarietyofourBest-sellingandNewdesignedonesattheFair,andbelievetherearedefinitelysomeitemsattractingyou.Meanwhile,Ithinkitwouldbeagoodopportunitytocommunicatewithyoufacetoface.Forfurtherinformation,pleasevisit.WesincerelyhopetoseeyouatCantonFairandlookforwardtohearingfromyousoon.Yourssincerely,MandyLiSample5YangzhouGuangyongToycompanyAddress：20YangzijiangRoad,Yangzhou225100,Jiangsu,ChinaFax：86obileechateb:www.LLetter1Letter2Letter3Letter427Morelettersforreference28TypicalExpressionsIwouldliketocheckwithyouaboutthedistributionandretailstatusofourproducts.我想和您了解一下我方產(chǎn)品的分銷(xiāo)和零售情況?！馱ehaven’treceivedyourorderssince3months.我們已經(jīng)三個(gè)月沒(méi)有接到你們的新訂單了?！馱ouldliketoadviseyourpurchasingplannextseason?能否告知貴公司下一季的采購(gòu)計(jì)劃？Thankyouforyoursupportofourproductsallthetime.感謝您一直以來(lái)對(duì)我們產(chǎn)品的支持。WearepleasedtoinformyouourlatestMachineModel-376isavailablenow.我們很高興地通知你我們的最新產(chǎn)品Model-376現(xiàn)在開(kāi)始供貨了。Thenewmachinevastlyexcels...inperformance.新品在性能上大大超越了......Wehaveapromotiononlyforourcurrentcustomersthismonth,saya10%discount.我們僅針對(duì)老客戶(hù)本月還有10%的優(yōu)惠。Wecurrentlyareoffering20%discountofall-lineproducts.目前，我們?nèi)€(xiàn)產(chǎn)品有20%的優(yōu)惠。HolidaygreetingsandbestwishesfortheNewYear!送上我最誠(chéng)摯的問(wèn)候，祝您新年快樂(lè)！Mayyouandallyourfamilymembershaveajoyousholidayseason.祝福您和您的家人度過(guò)一個(gè)愉快的佳節(jié)。Thankyouforyourgreatsupportsforourcompany’sproductsoverthepastfewyearsandIhopewewillenjoyabettercooperativerelationinthecomingyear.對(duì)于您過(guò)去的關(guān)照在此深表感謝，并且希望今后我們能夠一如既往地長(zhǎng)期合作。Iamwritingtowarmlyinviteyoutovisitourexhibitionstandinthe123thChinaImportandExportFair(CantonFair).熱情邀請(qǐng)您蒞臨第123屆中國(guó)進(jìn)出口商品展銷(xiāo)會(huì)（廣交會(huì)）。OurBoothis5.1G32.我們的展位是5.1G32。Forfurtherinformation,pleasevisit.更多信息，請(qǐng)瀏覽.。Lookingforwardtoyourreplyandwecouldarrangeforyourappointmentinadvance.期待您的回復(fù)以便我們提前為您做好安排。維護(hù)老客戶(hù)的其他方法寫(xiě)邀請(qǐng)函時(shí)的注意事項(xiàng)33TipsforCross-borderE-commerce1通過(guò)平臺(tái)主動(dòng)推送相關(guān)產(chǎn)品

作為專(zhuān)業(yè)的進(jìn)口商，一般來(lái)說(shuō)產(chǎn)品線(xiàn)會(huì)比較長(zhǎng)，不太會(huì)只經(jīng)營(yíng)一種單獨(dú)的產(chǎn)品，而是經(jīng)營(yíng)一類(lèi)產(chǎn)品，因此我們就可以從產(chǎn)品線(xiàn)入手，主動(dòng)推薦其他產(chǎn)品。工廠可以把公司能做的產(chǎn)品系列推薦給他。由于已經(jīng)合作過(guò)第一張單，雙方對(duì)于合作程序等都比較清楚，客人也比較信任工廠，所以在向采購(gòu)方推薦其他產(chǎn)品時(shí)，采購(gòu)方只要有需求一般都會(huì)詢(xún)價(jià)。維護(hù)老客戶(hù)的其他方法2除了郵件還要經(jīng)常通電話(huà)

已經(jīng)合作過(guò)的客戶(hù)對(duì)你一定有著不錯(cuò)的印象，所以要經(jīng)常給他們?nèi)€(gè)電話(huà)。嘗試著進(jìn)入客戶(hù)的私生活，之所以說(shuō)是嘗試，是因?yàn)槟承┛蛻?hù)并不喜歡生活跟業(yè)務(wù)混到一起。但是根據(jù)很多外貿(mào)業(yè)務(wù)員的經(jīng)驗(yàn)，客戶(hù)在不是很忙的時(shí)候，可以嘗試著了解他們的家庭情況，例如有幾個(gè)孩子，孩子們都喜歡什么之類(lèi)的，這樣氣氛一下子就緩和許多。除此之外，還可以嘗試著問(wèn)他們的愛(ài)好是什么以及一些熱門(mén)的影片和賽事等等。一旦客戶(hù)愿意告訴你他的很多私人事情，就意味著他開(kāi)始接受你作為朋友角色存在，意味著對(duì)你有了更深一步的信任，也就意味著這個(gè)客戶(hù)已經(jīng)是較為忠誠(chéng)的客戶(hù)。

維護(hù)老客戶(hù)的其他方法1不要千篇一律有些工作人員