今天跟大家分享一个案例，如有哪些地方可以提升，我希望大家帮指出来！
背景：2018年春节前的节日营销
节日营销方案：
邮件通知客户春节的放假时间
节前促销和库存清理特价销售结合
第一封邮件：
Dear XXX,
This is XXX from xxx Co.,Ltd China. Hope this email finds you well.
The Chinese traditional Spring Festival is coming. People are busy getting ready for the Spring Festival as early as one month ahead of it.
Our arrangements for the Spring Festival are as follows.
1. Schedule arrangement:
The last ETD before 2018 Spring Festival – Feb. 13, 2018
The earliest ETD after 2018 spring Festival – Feb. 23, 2018
Holiday time:
our trading office Feb.15,2018-Feb.21,2018
our factory Feb.08,2018-Mar.02,2018
We have less than one month left to arrange production and exchange package. Pls be well-prepared in advance.
Busy production is approaching. Kindly inform you that our factory is working at a full capacity.
The earlier you place the order, the sooner we can schedule the production plan.
2. Super Sale before 2018 Spring Festival
We wish if we can spare you a few minutes. Here is our Spring Festival super sale. Feel free to reach out if you get interested.
- Frozen A
- Frozen B
- Frozen C
- Frozen D
- Frozen E
- Frozen F
The discount is even up to 30% off.
3. Clearance Sale before 2018 Spring Festival
We would like to announce that we will be having a Spring Festival Clearance Sale.
We will be offering up to 30% discount on the following items starting from Jan.15,2018 to Jan.31,2018.
It’s on a first come first serve basis.
- Frozen G
- Frozen H
Pls contact me freely if any interests.
Best regards,
签名
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我发的这封邮件的接收人是集团的商务总监，负责销售和采购，当时他把邮件转给了他们的采购经理，第二天采购经理给我回了一封极其简单的邮件。
邮件内容如下：时间是2018-01-10 16:03
Hi XXX
Please send me more details of your company
Thanks
邮件签名
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本着高效工作的原则，我当天晚上就编辑了一封比较全面的邮件，邮件有点长，但是我觉得里面有内容。
通过客户这一句话，我可以分析出，这个人话不多，要让他感觉到他的权威，要让他感觉到我们对他的重视，回复这一封邮件不能用挤牙膏式的回复，必须全面回复，一封邮件解决所有问题，减少他的沟通成本。
我的回复如下：时间是2018-01-10 19:40
Dear xxx,
Thank you for your reply.
We are a manufacturer specializing in producing and exporting frozen xxx. Details of our factory as follows:
Products Range
Produced by our own: ..........
Trading: we can source a wide range of frozen items in China
Product catalogue: Attached is our product catalogue for your file.(邮件中我插了PDF格式的附件)
Certificates
BRC
FDA
HACCP
KOSHER
Pls find the attached certificates for your file（邮件中我插了PDF附件）
Our Team
Mr Zhan - Production Manager: Mr Zhan is a BIG DOG. He specialized in this field for approx. 25 years with rich experience in production (from 17 years old).
Steven Ren - Sales Director: He is familiar with most jobs in exporting. Paperwork, logistic, customs declaration and customs clearance etc. We can offer the best service for your company.
Ms Zhang - Production QC: Zhan's colleague. they are working together for about 10 years.
Ms Miao - Packaging QC: Also Zhan's colleague. they are working together for about 5 years.
Other guys also have rich experience and high efficiency. Our trading team has been worked together with the factory. Our office also is in the factory.
We can get the product status at the earliest time.
Equipment and factory
Pls find the attached equipment pictures for your evaluation. The labours engaged in this field in China become older and older.
Controlling quality by labour is getting harder and harder. Advanced equipment is necessary.
We have always updated the equipment constantly.
Our Partner
We have many customers in your country UK and the Netherlands.
But we will be keeping the clients' information as 100% confidential and could not able to share any information with others.
If we can work together, we will also keep all of your information safe.
How can I reach out to your company（这一条是我再三琢磨后加上的，当时考虑到底加还是不加，最终决定加上，因为我对这个客户的背景做了仔细研究，他们采购非常钟情于工厂，而且对价格比较敏感，这一条建议大家一定慎重考虑，这是一把双刃剑，弄不好就Game Over）
We have cooperated with your company through a middleman.
The owner of Haorun decided to develop foreign customers independently.
This will contribute to quality and service improvement and cost reduction for you.
We welcome you to visit our factory.
Hope the above-mentioned information will be useful to you.
Wait for your reply and inquiry.
Best regards,
签名
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客户收到我的邮件后，很快就回复了，并且有询价，邮件回复如下：
时间是2018-01-10 19:50
Hi Steven
Your products look interesting.
Can you quote me on the following products and volumes please…?
AAA 5MT
BBB 5MT
CCC 5MT
DDD 3MT
EEE 3MT
GAGAGA FCL
GIGIGI FCL.
Thanks
签名
询价分析：在客人给我的询价产品中，第一种产品属于南方产区，其余的是北方产区，如此以来做拼柜，成本会增加不少，我估计客人不清楚这个问题，这个点就可以作为一个多列几个方案报价的引子，把其他南方产区的产品推进去，进行全方位报价，一方面显得我们专业；二是显得我们做生意比较厚道，也站在客人的立场给他省钱。
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我的报价回复：
时间是2018-01-11 15:04
Good morning xxx,
Thank you for your kind inquiry.
According to your inquiry, we made three sets of offers.
Details as follows:
-1st Offer according to your email content completely.
Pls note - XXX was from southern China, but the loading port is Qingdao port located in northern China.
The cost will be increased by APPROX. USD100/MT
-2nd Maybe we can adjust it if you do not mind.
We recommend several hot selling products in EU market produced in northern China factory. The total amount will be more. But the unit cost will be reduced.
-3rd Also, maybe we can delete the xxxx, and at the same time, the volumes of other items can be increased.
This can reduce your unit cost. And also your total amount is smaller. But this can't satisfy your order demands.
- Pictures
Pls find attached some pictures for your evaluation. If need more, pls let me know.
Supply Capacity:
2x40FCLs/week for xxx and xxxxx
1x40FCL/week for xxxxxx
Others according to market volumes of the product.
Loading Port:
(1) Qingdao port, China
(2) Xiamen port, China (If you chose the 2nd offer)
Destination port: Felixstowe, UK
Voyage:
(1) Qingdao-Felixstowe 35 days free DEM free DEM=7days ,shipping company: COSCO
(2) Xiamen-Felixstowe 25 days free DEM free DET=7 days, shipping company: COSCO/APL
Delivery time: The shipments can be shipped out before Jan.31, 2018, if we can get your order confirmation before Jan.15, 2018
Payment: 100% T/T within 20 days from BL DATE against BL COPY. Or negotiation.
Hope all the above information is enough to help me get your order.
Have a wonderful day!
Best regards,
我的签名
报价分析：我抓住了客户在里面掺杂了一个南方产品这一点，我给客户做了三套报价方案：
第一套方案：按照客户的要求报，但是这总情况，客户的采购成本会增加
第二套方案：南方产品和北方产品分开，另外又推了3种南方产品拼一个柜，总货值高了，但是采购单价成本会降下来
第三套方案：直接把南方产品砍掉，增加其他产品的量，这样就不能满足他的订单需求
如此以来，三套方案的优劣客户一目了然，来吧，你选吧。我给你提供方案，你来选择，你来排版，让客户觉得有的选择，有足够的选择权就是给客户足够的重视，他内心觉得不会不爽。
然后，邮件中插入了产品照片，有详细的表格供客户参考使用，公式都设置好了。
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老外，很惊喜的给我回了两句话。这两句是对我工作的巨大肯定，这也是证明了，下上功夫去做一件事，是肯定得到回报的，他奶奶的就两句话。
老外回复时间：2018-01-11 16:25
Hi XXX
Thanks, this is really good information - thanks for taking the time to do it.
I will work through all the prices and I am sure we can start a co-operation.
客户签名
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我耐心的等了他一天，到了第二天也就是2018-01-12
我收到了客户的邮件，收到邮件的具体时间是22:31
客户的邮件是这么写的：
Hi XXX
I am looking at the both the XXX and XXX prices - they look quite good.
Can I see the specs for each please ?
Are both products 100% XXX/XXX…?
Thanks
客户签名
4分钟后客户又补了一封邮件
Sorry, also the CCCC and CCCCC please.
客户签名
客户还要另外两种产品的产品规格书。
客户邮件分析：客户说对其中两个整柜的产品GAGAGA和GIGIGI的价格很满意，想要产品规格书，并且问产品是不是100%的成分。
我觉得一个言语很少，嘴很严的一个大公司的采购经理能说这个话，我很有信心拿下这个单子。这也体现了这个采购绝对是一个土生土长的英国佬，英国人那种傲慢高贵绅士的特点在这个采购身上体现的淋漓尽致。不像有些在英国的印度人，越南人，仅仅通过几封邮件，我大致能够读得出屏幕前方的那张脸，还有那颗支撑人的灵魂的心。
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接着我给老外回了一封关于产品规格书的邮件，很简单。
我的邮件的发送时间是2018-01-12 23:49
Good afternoon XXX,
Sorry for late reply with product specifications.
Pls kindly check the attached Product Specification you need.
Hope you may find the answers what you want.
Both GAGAGA and GIGIGI is 100% GAGAGA and GIGIGI.
Dry matter≥12%.
Wish you a happy weekend in advance.
Best regards,
我的签名
邮件回复分析：直接当天晚上12点之前，客户当地时间是16:00做了回复，产品规格书随附。我之所以这么晚我都能给他回复，我就是要让他知道，我们不仅有竞争力的产品价格，还有高效的沟通，后面我还会让他知道我们还有更省心的服务。你不给我年单，我让他觉得心里都愧对我。
还有一个原因，1月12日是周五，必须要在客户下班前，让他看到我的邮件。
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10分钟后客户竟然给我回复了，我原以为要等到周一了，这是个意外的惊喜。
客户的回复时间为：2018-01-12 23:59
Hi XXX
Thanks for all these.
Let’s do some business.
I will order one FCL of each - GAGAGA and GIGIG to begin with.
However, there are a lot of forms to be completed please !
I have attached them all .
Can you also send me your BRC certificate and report ?
The “label” attachment is what I want to see on the outer cartons
Can our XXX specifications be filled in for each product please ?
OUR STANDARD PAYMENT TERMS ARE CASH AGAINST DOCUMENTS
Can you please confirm all of the above ?
Thanks
客户签名
好了，朋友们，截止到现在基本上订单拿下来了，2个柜子的产品GAGAGA和GIGIGI，每个产品一个柜子。后面就是填写供应商基本信息的表格，来回签订合同。
这是全过程的订单
我们来做个总结吧：
2018-01-10 14:31 发送春节邮件营销
2018-01-12 23:59 收到客户确定跟我合作
然后来回邮件一共4封。
得益于毅冰老师很多思维方式：
第一：报价的全面性
第二：不要挤牙膏式的回复
第三：节假日营销
第四：由梯度报价，我发散思维，给客户多方案报价
最后，感谢毅冰老师，感谢大家，希望大家多多提宝贵意见。
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