你真的了解美国买家吗？-美国客户开发信以及注意事项（转载）

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（如中国、日本和南美各国）。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 Marketing 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 letter. 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.（大部分的美国商人习惯用邮件联系。发给美国买家的推销信就是你公司的“形象代言人”，因此要力求做到专业。）

An estimated 97% of all sales letters go into the trash. 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 importer’s 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 seller’s web site address. Our research showed that US
importers generally do not look at the second or third
paragraph.（97%的推销信会直接被当成垃圾邮件，只有3%的推销信能入美国买家的眼。一般来说，推销信的第一段是阅读者关注的重点，因此，需要把你最好最吸引人的信息放在开发信的第一段。然而我们很多业务员的开发信第一段往往是千篇一律、乏味的自我介绍。）

Sales letters don’t 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 your web site. Effective sales letters
generally have four paragraphs and are arranged in the following
manner:（开发信不是要卖东西，你的网站才是。因此不要在开发信中咄咄逼人，强硬销售不起作用。）

Paragraph 1: Attracting Attention （把你最好最吸引人的东西放在第一段）

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 within 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 （接下来介绍你的产品，激发对方兴趣和需求）

Once you have the
reader’s attention you must give the basic details. Your goal 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
（说服对方你的产品好在哪里）

At this point you have the reader’s interest and have
given the basics. This paragraph tells the importer the benefits of buying your
product. Here you show the buyer how he/she will benefit from buying your
product.

Paragraph 4: Request for Action
（可以通过回信索要样品、联系你们获得产品图册等方式让对方看完你的邮件，有所行动，而不是把你的邮件压箱底。）

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 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.
（下笔之前，斟酌用词，不要下笔千言，废话一箩筐。）

2、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.
（拍马屁对美国人没有用。这个对欧洲客户同样也不起作用。反而显得自己很卑微。）

3、Do not use
abbreviations. Using "B. Rgds" for "Best Regards" and "Tkx" for "Thank You"
implies that you are lazy. No US importer wants to do business with someone who
is lazy.
（不要用缩写，看起来像是个二吊子懒销售。）

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.
（尽量避免简单的拼写错误和错误语法。这是没文化的表现。）

5、Do not make the reader hunt
for 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 get the
information he/she wants and to contact you for more details and possibly a
price
quote.
（把你的公司网址放在最后一段以及邮件上方的联系信息中。跟页眉页脚类似的效果，让买家随时方便找到你的网址。）

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 in business. It’s 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 of goodfood@yahoo.com 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？

Don’t 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 sending 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 sending 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 effective 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？

Don’t 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 bad. 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" 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 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 it’s the
business-like thing to do. Not because you push them.

你还在一成不变的用“let me introduce ...“来开场？

Don’t 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 "I’m
a boring sales letter!" Do not use the word "introduce" when trying to sell your
products. It’s an immediate turn off.

转载来源：九九外贸论坛

楼主再介绍点应该怎么给美国人写开发信的嘛

嗯感觉很专来学习了

很专业，学习了！出奇的开发信客户才有可能会回复！

楼主写上一封开发信来看看呗

There is no doubt that many of us used such of habit words. Being a professional sales, have to learn the native habit english words.

感觉你在附上一封给美国的开发信会更好，这样纯文字说明，即使看，也很容易忘记...

不应该用哪些词语表达，那应该用哪些词语合适呢？怎么光说这个不对，那个不对，而不说怎么写才对，才合适呢？

Thanks for sharing.

感谢分享！！！！

thanks a lot. It's very productive and useful

thank you very much for your sharing!

Do not push them ,Be polite,add your website and contact information in plain view,no fax sale,Do not use free email. Thank you for sharing!

学习了，有错改之，无则加勉！

分析的很好，不过能来个完整的开发信就更好了。。。

谢谢分享

你造福各位外贸网友啦！期待你的再次分享。。。

感谢分享！！！！

看上去很有道理，但是要讲一些实际的就更好了，比如说该怎么写才能不被扔进垃圾箱啊

最最重要的是要避开Spam词

建材Aimee

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（如中国、日本和南美各国）。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 Marketing 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 letter. 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.（大部分的美国商人习惯用邮件联系。发给美国买家的推销信就是你公司的“形象代言人”，因此要力求做到专业。）

An estimated 97% of all sales letters go into the trash. 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 importer’s 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 seller’s web site address. Our research showed that US
importers generally do not look at the second or third
paragraph.（97%的推销信会直接被当成垃圾邮件，只有3%的推销信能入美国买家的眼。一般来说，推销信的第一段是阅读者关注的重点，因此，需要把你最好最吸引人的信息放在开发信的第一段。然而我们很多业务员的开发信第一段往往是千篇一律、乏味的自我介绍。）

Sales letters don’t 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 your web site. Effective sales letters
generally have four paragraphs and are arranged in the following
manner:（开发信不是要卖东西，你的网站才是。因此不要在开发信中咄咄逼人，强硬销售不起作用。）

Paragraph 1: Attracting Attention （把你最好最吸引人的东西放在第一段）

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 within 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 （接下来介绍你的产品，激发对方兴趣和需求）

Once you have the
reader’s attention you must give the basic details. Your goal 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
（说服对方你的产品好在哪里）

At this point you have the reader’s interest and have
given the basics. This paragraph tells the importer the benefits of buying your
product. Here you show the buyer how he/she will benefit from buying your
product.

Paragraph 4: Request for Action
（可以通过回信索要样品、联系你们获得产品图册等方式让对方看完你的邮件，有所行动，而不是把你的邮件压箱底。）

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 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.
（下笔之前，斟酌用词，不要下笔千言，废话一箩筐。）

2、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.
（拍马屁对美国人没有用。这个对欧洲客户同样也不起作用。反而显得自己很卑微。）

3、Do not use
abbreviations. Using "B. Rgds" for "Best Regards" and "Tkx" for "Thank You"
implies that you are lazy. No US importer wants to do business with someone who
is lazy.
（不要用缩写，看起来像是个二吊子懒销售。）

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.
（尽量避免简单的拼写错误和错误语法。这是没文化的表现。）

5、Do not make the reader hunt
for 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 get the
information he/she wants and to contact you for more details and possibly a
price
quote.
（把你的公司网址放在最后一段以及邮件上方的联系信息中。跟页眉页脚类似的效果，让买家随时方便找到你的网址。）

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 in business. It’s 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 of goodfood@yahoo.com 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？

Don’t 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 sending 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 sending 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 effective 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？

Don’t 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 bad. 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" 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 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 it’s the
business-like thing to do. Not because you push them.

你还在一成不变的用“let me introduce ...“来开场？

Don’t 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 "I’m
a boring sales letter!" Do not use the word "introduce" when trying to sell your
products. It’s an immediate turn off.

转载来源：九九外贸论坛

菲儿&Angela

楼主再介绍点应该怎么给美国人写开发信的嘛

cn110686783

嗯感觉很专来学习了

吉地尔胶管

很专业，学习了！出奇的开发信客户才有可能会回复！

暮夏阳光

楼主写上一封开发信来看看呗

cn1511388068

There is no doubt that many of us used such of habit words. Being a professional sales, have to learn the native habit english words.

qzeasy

感觉你在附上一封给美国的开发信会更好，这样纯文字说明，即使看，也很容易忘记...

cn209677023

不应该用哪些词语表达，那应该用哪些词语合适呢？怎么光说这个不对，那个不对，而不说怎么写才对，才合适呢？

cn200051216

Thanks for sharing.

cn117253281

感谢分享！！！！

Jakehuang

thanks a lot. It's very productive and useful

luckie

thank you very much for your sharing!

leona/hk1510413250

Do not push them ,Be polite,add your website and contact information in plain view,no fax sale,Do not use free email. Thank you for sharing!

JK

学习了，有错改之，无则加勉！

Besszhang001

分析的很好，不过能来个完整的开发信就更好了。。。

cn1000189465

谢谢分享

贸小七-王

你造福各位外贸网友啦！期待你的再次分享。。。

cn117253281

感谢分享！！！！

cn1510079550

看上去很有道理，但是要讲一些实际的就更好了，比如说该怎么写才能不被扔进垃圾箱啊

berrylion

最最重要的是要避开Spam词

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