| 美國作為典型的生意導向型的國家，做外貿(mào)的都希望與美國人做生意，美國人性格開朗直爽，對陌生人的郵件推銷和電話銷售接受程度明顯高于其它國家（如中國、日本和南美各國）。因此，用郵件發(fā)開發(fā)信開發(fā)美國市場，不失為一種較有效的手段。 美國人做事認真，骨子里有自傲情緒，尤其是American Whites，要求高，有時甚至挺矯情。因此，跟他們打交道，先了解美國人對開發(fā)信的要求。筆者從美國進口商協(xié)會收集和摘錄了一些關于Sell to U. S的推廣信建議，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.（大部分的美國商人習慣用郵件聯(lián)系。發(fā)給美國買家的推銷信就是你公司的“形象代言人”，因此要力求做到專業(yè)。） 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%的推銷信會直接被當成垃圾郵件，只有3%的推銷信能入美國買家的眼。一般來說，推銷信的第一段是閱讀者關注的重點，因此，需要把你最好最吸引人的信息放在開發(fā)信的第一段。然而我們很多業(yè)務員的開發(fā)信第一段往往是千篇一律、乏味的自我介紹。） 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:（開發(fā)信不是要賣東西，你的網(wǎng)站才是。因此不要在開發(fā)信中咄咄逼人，強硬銷售不起作用。） Paragraph 1: Attracting Attention （把你最好最吸引人的東西放在第一段） 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 （接下來介紹你的產(chǎn)品，激發(fā)對方興趣和需求） 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 （說服對方你的產(chǎn)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 （可以通過回信索要樣品、聯(lián)系你們獲得產(chǎn)品圖冊等方式讓對方看完你的郵件，有所行動，而不是把你的郵件壓箱底。） 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 (如何寫推銷信) 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. （下筆之前，斟酌用詞，不要下筆千言，廢話一籮筐。） 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. （拍馬屁對美國人沒有用。這個對歐洲客戶同樣也不起作用。反而顯得自己很卑微。） 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. （不要用縮寫，看起來像是個二吊子懶銷售。） 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. （盡量避免簡單的拼寫錯誤和錯誤語法。這是沒文化的表現(xiàn)。） 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. （把你的公司網(wǎng)址放在最后一段以及郵件上方的聯(lián)系信息中。跟頁眉頁腳類似的效果，讓買家隨時方便找到你的網(wǎng)址。） 三、一些我們外銷員常干、美國進口商反感的事 你還在用yahoo等免費郵箱？ 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. 用傳真推銷產(chǎn)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. 你的經(jīng)理說給老美發(fā)郵件語法和英語不地道沒關系？ 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. 你有沒有給美國買家寫信用"ASAP" 等詞？ 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. 你還在一成不變的用“l(fā)et me introduce ...“來開場？ 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. |
