1、1,E-Business Communication 电子商务函电沟通技巧,Janejin - Mar.,2005,2,提 纲 Structure,Part 1： How Important Part 2：如何沟通, 要点？Part 3：几个贸易环节,3,Part 1,电子商务 & 其沟通技巧的 重要性,4,电子商务ABC,定义 最初的形式 今天的概念 发展的3个阶段,5,一组数字,1998年 ，30% , USD 1020 亿；2003年 ，80% , USD 1.3万亿； USD 1.3万亿 vs 1/5未来10年 vs 13,6,与传统沟通的不同之处？,Level of competit
2、ion / 竞争者更多 Not face to face /不见面的沟通 First impressions counts/ 第一印象非常重要 Each letter or email is your companys representative 每一封函件是您公司形象的代表,7,沟通的饼图,Body Language,Words,Tone,Source：AMSP培训,8,Part 2,如何沟通, 几个点,9,买方如何评估你？,如何回复买家的邮件 如何答复买家的要求 银行信用如何 贸易往来的信用如何 是否使用了标准质量认证体系,Source: Building an Import-Expor
3、t Business,10,沟通的根本,基于你希望留给客户的印象I Care YouProfessional ApproachableReliable,11,Care,Quick！ Quick！ QuickConsiderateRespond to all points; Give more; Ask Back,12,Example 1,Dear Henrique, Thank you for your email.But the scooter you need is hard to produce. If you need , we will change some parts of EC
4、-ES04. If you really need, we can do it for you. But the price will high. Douglas,13,Example 2,Buyer: We are important importer of xxx in Mexico, We suggested that we act as your wholesaler point in MexicoSeller:To be our agent in your market and sell our product through whole Mexico, I believe it w
5、ill enhance our prosperous business in the near future.,14,Professional,About Product Avoid Polite,15,Example : Clear & Concise,You say you will pay the International couriers. Ok? But you pay more than we pay by international couriers.If we pay the international couriers cost ,we need almost USD55.
6、 You may ask your homeland ,if you pay the international couriers cost, what you will pay ?,16,Reliable,Keep PromiseState the fact If its your mistake, admit it!,17,Part 3,几个贸易环节,18,小 提 纲,筛选客户 回复首个询盘免费样品？ 报价,19,如何筛选客户,How to Select Your Buyer,20,Compare ：Enquiry A,Hello，Im an importer of various kin
7、ds of products in Brazil. I m interested in your whole product line, please will you send me a catalogue and price list, thank you!ABC,21,Compare：Enquiry B,From: John Smith Company: XXX Mobile Phone Co., Ltd. Tel:0055-xxx-xxxx Country: Brazil subject: Mobile Phone Dear Steven，We are distributors of
8、Mobile Phone and interested in your serie 123 . We plan to purchase 10k for Xmas selling season on behalf of Brazil Telefonica. Please inform us of the details of your products, FOB price, spec, OQ ,delivery time included. Thank you!RegardsJohn Smith,22,询盘优先级,询盘来自的市场买家提供的信息买家自我介绍，联系信息，询问产品的针对性可以忽略有些
9、邮件,23,筛选, 分类,一个询盘说明不了什么 多了解你的潜在客户(Questionnaire),24,客户管理,接触过的客户都是你的资源用Excel 管理,25,Dont Waste ,定期发送你的产品和销售信息节假日的问候(群发？）视时机询问对方的合作意向（Call）Principle：Keep Your Customer Informed,26,如何吸引客户回复,How to Attract a Reply,27,Example: First Enquiry 首个询盘,From: John Smith Company: XXX Mobile Phone Co., Ltd. Tel:005
10、5-xxx-xxxx Country: Brazil subject: Mobile Phone Hello We are distributors of mobile phone and interested in your serie 123 . We plan to purchase 10k for Xmas selling season on behalf of Brazil Telefonica. Please inform us of the details of your products, FOB price, spec, OQ ,delivery time included.
11、 Thank you!Best RegardsJohn Smith,28,Example: Reply,HelloGlad to receive your enquiry.According to your enquiry I do not know which style you need because we have so many types showing on the internet,can you please let me know the detailed model according to our website ？Looking forward to hearing
12、from you soon. RgdsMr. X /Sales manager,Opening,Body,Closing,Salutation,Signature,Complimentary Closing,29,点评：Salutation,Hello？ Dear Mr. John SmithDear Prof. Smith; Dear Mr. Smith Else: To whom this may concern？Dear Customer, Dear TV user,30,点评： Opening Sentences,对客户第一次询盘的回复，应该 Thank you for your Oc
13、t. 18 enquiry we received via Alibaba. Thank you for your interest in our products.,31,点评：The Body,反问客户? 可能的后果. Regarding your enquiry on mobile handsets, as no details about the interested model given, I d like tointroduce our main models and quote accordingly for your reference,32,Better Way- 我们是谁
14、？,Our company is one of the leading mobile phone manufacturers in China, being in this field for over 10 years 。Our advantage is we have successfully exported to. Currently we are looking to expand our South American channels. Please see the attached company profile and e-catalogue to know more abou
15、t our company and its product line. Also you can refer to our website for more information.,33,Better Way- 你是谁?,Ill appreciate it very much if you can also introduce your company to enhance mutual understanding. if you can fill out the attached company profile questionnaire and send it back.,34,点评：
16、Closing Sentence,没错，but，这是第一次回复噢！ Thanks again for your interest. Ill appreciate it very much if you can indicate the very model you are interested in，so that Ican supply more details for your information.Looking forward to work together with you in the near future.,35,Complimentary Closing,Regards，
17、Best Regards Thanks & Best RegardsYours sincerely/ Sincerely YoursYours Truly/ Truly Yours Warm Regards,36,点评：Signature,仅有名字是不够的XXXSales ManagerOverseas Marketing DepartmentXYZ Co., Ltd, PRCAddress:Tel： / Fax：/ Website：Office hour by your time：,37,Check Our Reply,Dear Mr. Smith ,Thank you for your e
18、nquiry dated on XXX (received via Alibaba). Regarding your enquiry on mobile handsets, as no details about the interested model given, I d like to introduce our main models and quote accordingly for your reference(Please see the pictures below) Our company is one of the leading mobile phone manufact
19、urers in China, being in this field for 10 years , we have successfully exported to. Currently we are looking to expand our South American channels. Please see the attached company profile and e-catalogue to know more about our company and its product line.,38,Check Our Reply,Also you can refer to o
20、ur website for more information. Ill appreciate it very much if you can also introduce your company to enhance mutual understanding/if you can fill out the attached company profile questionnaire and send it back. Thanks again for your enquiry. Ill appreciate it very much if you can indicate the ver
21、y model you are interested in so that I can supply more details for your information. Looking forward to work together in the near future. Best regards, XXX, Sales Manager ,Contact Information,39,免费样品给不给? Free Samples？Yes or No,40,知 己,明确自己公司的寄样原则清楚自己公司的定位及发展策略样品预算控制样品价值, 运送成本 正确心态,41,知 彼,老客户，新客户客户索样
22、用途？怎样合理使用Courier？,42,模版 回复索样,Wed like to send the sample ，but its betterthat we know more about each other beforethis is done .I ll appreciate it very much if you can inform what this sample is for？Well be happy to receive your quick feedback on this sample.,43,模版 回复索样,Our sample cost is so high tha
23、t it greatly affect our normal business running. May I suggest that you pay the freight of sample for us to grow together? Sample freight can be deducted from your future order.,44,寄样准备,样品确认很关键 取样原则 与客户确认寄样地址,45,寄样后,及时通知很重要样品管理跟踪样品情况建立稳定联系,46,报价，我们该注意什么？ How to quote better?,47,案 例,公司与美国B公司已做过两票单子，均
24、采用L/C支付方式，双方合作很满意。现A公司又与B公司签订了一笔6万美金的出口合同，贸易术语为FOB，支付方式为D/P at sight，出口货代为买方指定的新方公司。请问，这个合同里有无潜在风险，该如何避免？,48,风险防范之FOB,装运前装运后通常， FOB+30%TT+70%D/P；FOB+L/C,49,风险防范之D/P,国外代收行 采用DP after sight方式 A公司另行加保“卖方利益险” 付款方式：30%TT in advance，余额DP at sight支付。 其他,50,Quotation 报价,知己知彼 选择合适的贸易术语 尽可能考虑所有成本 贸易术语、支付方式、运输
25、方式相结合 言出必诺,51,Quotation,Commodity Description(Specification) Unit Price（Price Terms） ，Terms of Payment，Total Amount Quantity, MOQ，Packing Delivery Time, Port of Loading/Destination Pricing Validity Quality Gurantee/ After Sale Service,52,Whats more,53,您不能忽略的其他风险,L/C 软条款: 客检证; 其他限制L/C 生效条款L/C 本身性质: 对
26、单据的要求,54,常用表达- 报价后催客户,Dear Smith,We refer to our quotation of 10 May regarding the supply of S5 lighters. We are prepared to keep our offer open until the end of this month. As this product is in great demand and the supply limited, we would recommend that you accept this offer as soon as possible.
27、Yours faithfully,55,常用表达- 出货后催款,Dear Smith,You have not responded in any way to our recent letters about your past due account. We urgently request that you immediately pay your balance of USD8,000, which has been outstanding since July ,2004 despite several notices from us. You must realize that we cannot afford to carry this debt on our books any longer. We look forward to your prompt payment, and , if you dont mind, we will have to hear from you by this weekend to avoid further action. Yours Sincerely,56,回 顾,今天我们主要讲什么？哪些细节对您比较有用？,57,谢谢您的参与！祝您成功!,金延芬jyf2074alibaba- 分机：0571-85022088-3153,
