我在失败的客户研发过程里，总结领悟了这些宝贵的经验...
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/63216b948dd347bc91c8fe37fc65fbb4~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725346437&x-signature=qp2roLOq9lNIQBnfW0qRGe15UVQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">亦</span>许你<span style="color: black;">已然</span><span style="color: black;">熟悉</span><span style="color: black;">把握</span>了客户信息搜集和调查客户背景技巧；<span style="color: black;">亦</span>许你的<span style="color: black;">机构</span>购买了最新的海关数据，客户几年的采购<span style="color: black;">状况</span>你都一清二楚；<span style="color: black;">亦</span>许你<span style="color: black;">晓得</span><span style="color: black;">非常多</span><span style="color: black;">研发</span>信格式和外贸谈判技巧……<span style="color: black;">然则</span>这些不是拿下订单的<span style="color: black;">基本</span><span style="color: black;">保准</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">研发</span>邮件发出之后，有个回复 Can you send us a catalog? 你就会很高兴，制作了精美的 catalog 发了过去，又<span style="color: black;">无</span>回音了，这种挫败感<span style="color: black;">常常</span><span style="color: black;">引起</span>新入行的外贸业务员迷茫和难过。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做业务本来<span style="color: black;">便是</span>要点运气，<span style="color: black;">然则</span>能<span style="color: black;">不可</span>再往前走一点？剔掉运气<span style="color: black;">原因</span>，把外贸客户<span style="color: black;">研发</span>做成一个运筹帷幄的事呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">一</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">我的经历</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我分享下自己的客户<span style="color: black;">研发</span>经历。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我先介绍下<span style="color: black;">咱们</span>工厂和行业背景，<span style="color: black;">咱们</span>工厂开张2年，</span><strong style="color: blue;"><span style="color: black;">进入这个市场<span style="color: black;">已然</span>晚了，市场格局<span style="color: black;">已然</span>定下来了，想要<span style="color: black;">得到</span>行业有影响力客户，那就得挖。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">去年10月份我看到了两个不错的欧洲客户，其中一个法国客户，在欧洲多个国家都有自己的分部，给<span style="color: black;">她们</span>供货的工厂在深圳，这家工厂历史<span style="color: black;">已然</span>超过十年了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我发了<span style="color: black;">研发</span>信，介绍了<span style="color: black;">咱们</span>新款29mm摄像头<span style="color: black;">制品</span>，<span style="color: black;">无</span>回复，我只好<span style="color: black;">tel</span>联系，法国客户回复，要了报价和<span style="color: black;">仔细</span>参数，</span><strong style="color: blue;"><span style="color: black;">之后法国客户再无回复，无论我怎么打<span style="color: black;">tel</span>都没用。</span></strong><span style="color: black;">题外学习：外贸业务员怎么打<span style="color: black;">tel</span><span style="color: black;">研发</span>跟进客户？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">后来<span style="color: black;">咱们</span>工厂<span style="color: black;">开发</span>了一款新款的旋转摄像头，我介绍过去还是<span style="color: black;">无</span>回复。</span><strong style="color: blue;"><span style="color: black;">相信<span style="color: black;">每一个</span>业务员都有体会，<span style="color: black;">无</span>回复是最难熬的，你不<span style="color: black;">晓得</span><span style="color: black;">出现</span>了什么，你<span style="color: black;">亦</span>不<span style="color: black;">晓得</span>该怎么做。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我<span style="color: black;">每日</span>都思考，他<span style="color: black;">为何</span>不回复我呢？我要怎么做才会回复我呢？</span><strong style="color: blue;"><span style="color: black;">我一遍一遍的反思自己，最后我问了自己几个问题：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1. 我完全<span style="color: black;">认识</span><span style="color: black;">机构</span>新<span style="color: black;">制品</span>的<span style="color: black;">制品</span>特性吗？ </span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2. 我有去<span style="color: black;">仔细</span><span style="color: black;">认识</span>竞争对手的旋转摄像头的长处和弱点吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3. 我<span style="color: black;">已然</span>有思路去最大化<span style="color: black;">自己</span><span style="color: black;">制品</span><span style="color: black;">优良</span>，弱化竞争对手<span style="color: black;">制品</span><span style="color: black;">优良</span>，<span style="color: black;">明显</span>竞争对手缺点吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4. 我有<span style="color: black;">仔细</span><span style="color: black;">认识</span>客户网站信息并且<span style="color: black;">认识</span>其痛点吗？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">我<span style="color: black;">无</span>，我只是做了一份介绍文件发过去，就盼望着别人赶紧给我下单。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而后</span>我做了几件事：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1. <span style="color: black;">仔细</span><span style="color: black;">认识</span>了自己的<span style="color: black;">制品</span>，并把<span style="color: black;">制品</span>说明书看了几遍。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2. <span style="color: black;">仔细</span><span style="color: black;">认识</span>了竞争对手的<span style="color: black;">制品</span>，<span style="color: black;">认识</span><span style="color: black;">有些</span>参数，<span style="color: black;">那些</span>能被我所用。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3. 参考国外优秀同行介绍的行文措辞方式，把所有<span style="color: black;">制品</span><span style="color: black;">照片</span>重新拍摄，花了一个多星期，做了一份pdf介绍文件。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">最后我发给了法国客户，还给客户做了痛点分析，</span></strong><span style="color: black;"><span style="color: black;">暗示</span><span style="color: black;">倘若</span>还不<span style="color: black;">起始</span>卖这种新型的旋转摄像头，你的市场就要被竞争对手<span style="color: black;">霸占</span>了，还贴了<span style="color: black;">日前</span>市场上旋转摄像系统<span style="color: black;">优良</span>劣势分析。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">客户<span style="color: black;">火速</span>就有了回音，说看完你们的介绍文件觉得这个<span style="color: black;">制品</span>做的很好，还告诉了<span style="color: black;">为么</span>不回复的<span style="color: black;">原由</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“From the beginning, we have a strong business relationship with xxx et mainly with xxxx . However, we are really interested in your Pan and Tilt camera because the one of xxx is not ready at the moment.</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">It’s a long we have waited for this type of camera as we have often inquiries from customers or potential customers. So we lose business.”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">果然是与老供应商有非常紧密的联系，<span style="color: black;">然则</span>对老供应商的<span style="color: black;">开发</span>能力<span style="color: black;">始终</span>失望，</span><strong style="color: blue;"><span style="color: black;">回复我的邮件的很大部分是<span style="color: black;">由于</span>我找到了客户的痛点。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这儿</span>请<span style="color: black;">大众</span><span style="color: black;">必定</span><span style="color: black;">重视</span>，这个痛点是我在深入地<span style="color: black;">认识</span>行业，和竞品信息之后经过思考判断出来的。并不是要<span style="color: black;">大众</span>机械地照搬，</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">区别</span>的客户，<span style="color: black;">她们</span>的痛点肯定是不<span style="color: black;">同样</span>的，有的是价格，有的是合作流程，有的是<span style="color: black;">制品</span>质量等，这个只能自己去思考，谁<span style="color: black;">亦</span>帮不了。</span></strong><span style="color: black;">题外学习：<span style="color: black;">怎么样</span>在与客户沟<span style="color: black;">经过</span>程中抓住他的心？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而后</span><span style="color: black;">咱们</span>就<span style="color: black;">起始</span>打样磨合了，<span style="color: black;">研发</span>这个客户<span style="color: black;">全部</span>过程我花了7个月。</span><strong style="color: blue;"><span style="color: black;">从去年10月，到今年5月份打样，拿下订单。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">过程讲起来<span style="color: black;">好似</span>很<span style="color: black;">容易</span>，<span style="color: black;">便是</span>发邮件回邮件，<span style="color: black;">而后</span>就慢慢谈妥了。<span style="color: black;">并不</span>然，邮件只是一个表象，<span style="color: black;">更加多</span>的工夫是花在<span style="color: black;">为何</span>要发这样的邮件上面。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">半途</span>这7个月我从来<span style="color: black;">无</span>去复制<span style="color: black;">研发</span>信乱发一通，而是一遍一遍去对比竞争对手思考<span style="color: black;">自己</span><span style="color: black;">制品</span>卖点，这个思考的过程才是真正的考验。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">二</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">西班牙客户</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当时欧洲还有一个西班牙客户，这个客户<span style="color: black;">亦</span>比较好，做得很专业。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">然则</span>属于油盐不进的，无论我<span style="color: black;">怎样</span>发<span style="color: black;">研发</span>信，<span style="color: black;">怎样</span>做<span style="color: black;">制品</span>痛点，都<span style="color: black;">无</span>回复。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">去年10月份就<span style="color: black;">起始</span>发<span style="color: black;">始终</span><span style="color: black;">无</span>回复，</span><strong style="color: blue;"><span style="color: black;">而当我做下了法国这个客户后，我是<span style="color: black;">这般</span>发<span style="color: black;">研发</span>信的：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“AGM-TEC shows much interests about our new product and we are cooperating now,if you have some interests about our product, pls be free to contact us. ”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">客户立刻就回复了，要了<span style="color: black;">仔细</span>的参数和报价。这<span style="color: black;">亦</span>让我思考：</span><strong style="color: blue;"><span style="color: black;">当你做下一个行业有影响力的客户时，你<span style="color: black;">能够</span>用他的影响力去辐射别的客户。 </span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当<span style="color: black;">目的</span>客户对他的<span style="color: black;">制品</span>不感兴趣<span style="color: black;">或</span>犹豫不决<span style="color: black;">引起</span>项目中止的时候，</span><strong style="color: blue;"><span style="color: black;">亮出自己的<span style="color: black;">营销</span>标杆案例，借标杆客户的行业影响力推动项目<span style="color: black;">发展</span>。</span></strong><span style="color: black;">在外贸<span style="color: black;">营销</span>中，<span style="color: black;">因为</span>客户对你<span style="color: black;">无</span>任何认识，这种<span style="color: black;">营销</span>借力更显非常宝贵。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>我想分享的<span style="color: black;">便是</span>，</span><strong style="color: blue;"><span style="color: black;">与其用发一百封的时间去发<span style="color: black;">研发</span>信，还不如好好<span style="color: black;">科研</span>一个行业有影响力的客户<span style="color: black;">而后</span>攻下来，</span></strong><span style="color: black;">在这个过程不仅<span style="color: black;">能够</span>让你<span style="color: black;">持续</span>深入去学习<span style="color: black;">制品</span>知识，<span style="color: black;">况且</span>在后续<span style="color: black;">研发</span>工作中<span style="color: black;">亦</span><span style="color: black;">能够</span>借力打力。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">先定位自己，再定位客户，寻找在同等层次行业里最<span style="color: black;">优秀</span>的客户，打造你的<span style="color: black;">营销</span>标杆工程。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">那样</span>应该<span style="color: black;">怎样</span>理解先定位自己，再定位客户呢？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我拿自己的<span style="color: black;">制品</span><span style="color: black;">来讲</span>，管道检测最高端是核工业管道<span style="color: black;">设备</span>人检测设备，接下来是普通管道<span style="color: black;">设备</span>人检测设备，再下来是国外<span style="color: black;">有些</span>优秀同行有缆摄像头检测，再下来才是<span style="color: black;">咱们</span>国内做的<span style="color: black;">有些</span>管道检测设备，每一层都有很<span style="color: black;">优秀</span>的客户。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">咱们</span>可能是做最底层的<span style="color: black;">制品</span>，但<span style="color: black;">不消</span>担心，只需找到同层次最有影响力的客户就<span style="color: black;">能够</span>。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">三</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">行业的<span style="color: black;">优秀</span>客户对<span style="color: black;">自己</span>的影响</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">研发</span>行业最好最<span style="color: black;">优秀</span>客户的用途只能是用于影响别的客户上吗？远不仅如此，</span><strong style="color: blue;"><span style="color: black;">这个借力还<span style="color: black;">能够</span>反过来帮工厂企业成长。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">拿我的<span style="color: black;">制品</span><span style="color: black;">来讲</span>，当我<span style="color: black;">最终</span>和行业内好客户取得联系后，客户给了<span style="color: black;">咱们</span>一大堆<span style="color: black;">制品</span>改进<span style="color: black;">意见</span>，<span style="color: black;">由于</span>他<span style="color: black;">亦</span>有自己的市场考量，他不会拿自己的声誉去强推一个<span style="color: black;">不足</span>成熟的<span style="color: black;">制品</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">这些<span style="color: black;">意见</span>虽然苛刻<span style="color: black;">然则</span>都是非常<span style="color: black;">宝贵</span>的，给<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>改进<span style="color: black;">供给</span>很好的方向。</span></strong><span style="color: black;">用老板的话说，客户愿意跟你做生意的话，他会<span style="color: black;">帮忙</span>你来改进<span style="color: black;">制品</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">曾经有外贸<span style="color: black;">先辈</span>站在采购商的立场分享过一个案例：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一家生产备胎的工厂，给一家行业500强做过几年的OEM，为大<span style="color: black;">机构</span>贴牌的几年，<span style="color: black;">机构</span>的整体素质有了非常<span style="color: black;">显著</span>的<span style="color: black;">提高</span>，操作规范，质量<span style="color: black;">掌控</span>流程严格等，比ISO认证体系还严格的自我执行，<span style="color: black;">办事</span>的一丝不苟，都是<span style="color: black;">她们</span>贴牌换来的宝贵经历。那家工厂并<span style="color: black;">无</span>用自己和500强合作的经历去<span style="color: black;">研发</span>客户，<span style="color: black;">然则</span>在合作中，形<span style="color: black;">成为了</span>非常标准严格的工艺流程，<span style="color: black;">帮忙</span>了这家工厂成长。工厂的实力<span style="color: black;">加强</span>了，市场做出反应是一个水到渠成的事情。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">假如一个业务员，不仅<span style="color: black;">能够</span>帮工厂<span style="color: black;">研发</span>客户，还<span style="color: black;">能够</span><span style="color: black;">即时</span>给工厂反馈客户<span style="color: black;">意见</span><span style="color: black;">帮忙</span>工厂成长，在老板眼里你<span style="color: black;">已然</span><span style="color: black;">再也不</span>是他的下属，而是<span style="color: black;">能够</span>帮他<span style="color: black;">一块</span>打市场的战友。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">这般</span>的业务员哪个老板不<span style="color: black;">爱好</span>？受到重用<span style="color: black;">亦</span>是迟早的事情。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">商场</span>的竞争，从来都是针锋相对的，前面说了<span style="color: black;">非常多</span><span style="color: black;">怎样</span><span style="color: black;">研发</span>客户，而你<span style="color: black;">研发</span>别人的客户，别人<span style="color: black;">同期</span><span style="color: black;">亦</span>在<span style="color: black;">研发</span>你的客户。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">那样</span>在你<span style="color: black;">研发</span>别人客户时候，<span style="color: black;">怎么样</span>不让别人挖掉你的客户呢？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从我前面的法国客户<span style="color: black;">能够</span>看出，客人其实非常不愿意换供应商，<span style="color: black;">然则</span><span style="color: black;">无</span>办法继续等了，供应商的新<span style="color: black;">制品</span><span style="color: black;">始终</span><span style="color: black;">开发</span>不出来，客人就<span style="color: black;">没法</span>满足他的市场<span style="color: black;">需要</span>，就会失去原有的市场。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">亦</span><span style="color: black;">便是</span>说，当你客户的成长超过你的成长的时候，你就要被慢慢抛弃了，</span><strong style="color: blue;"><span style="color: black;">想要让别人挖不走你的客户，就必须跑在客户前面，带着客户跑。</span></strong><span style="color: black;">题外学习：1.外贸谈判中<span style="color: black;">怎样</span>引导客户确认订单成交？2.我是<span style="color: black;">怎样</span><span style="color: black;">经过</span>差异化服务赢得了客户？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">彩蛋：关键词『<span style="color: black;">研发</span>客户』</span></span></strong></p>
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你字句如珍珠，我珍藏这份情。 论坛的成果是显著的，但我们不能因为成绩而沾沾自喜。
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