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    建材Aimee

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    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

  • 1 楼#

    菲儿&Angela

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    楼主再介绍点应该怎么给美国人写开发信的嘛

  • 2 楼#

    cn110686783

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    嗯  感觉很专来 学习了

  • 3 楼#

    吉地尔胶管

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    很专业,学习了!出奇的开发信客户才有可能会回复!

  • 4 楼#

    暮夏阳光

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    楼主写上一封开发信来看看呗

  • 5 楼#

    cn1511388068

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    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.
  • 圈妹的小屋成员
    6 楼#

    qzeasy

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    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...

  • 7 楼#

    cn209677023

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    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?

  • 8 楼#

    cn200051216

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    Thanks for sharing.

  • 9 楼#

    cn117253281

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    感谢分享!!!!

  • 10 楼#

    Jakehuang

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    thanks a lot. It's very productive and useful

  • 11 楼#

    luckie

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    thank you very much for your sharing!

  • 12 楼#

    leona/hk1510413250

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    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!

  • 13 楼#

    JK

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    学习了,有错改之,无则加勉!

  • 14 楼#

    Besszhang001

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    分析的很好,不过能来个完整的开发信就更好了。。。

  • 15 楼#

    cn1000189465

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    谢谢分享

  • 16 楼#

    贸小七-王

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    你造福各位外贸网友啦!期待你的再次分享 。。。

  • 17 楼#

    cn117253281

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    感谢分享!!!!

  • 18 楼#

    cn1510079550

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    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

  • 19 楼#

    berrylion

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    最最重要的是要避开Spam词



  • 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.


  • 圈妹的小屋成员

    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


57 回复

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