给国外客户寄样通常是打开销售途径、获得客户关注、敲开正式订单大门的有效方式之一。

所以非常多外贸业务员当收到客户说要样品时,都会喜出望外,觉得接下来有戏了,一阵兴奋过后就迫不及待将样品给客户发过去。但客户往往收到样品后就再无音讯,即便确认样品的规格都符合客户的要求。这些都是因为什么呢?

想要通过寄样促成订单成交,有非常多值得借鉴的方法和技巧!

一.样品可以分为几类?

根据商业惯例,一个订单的落实,一般需要供应商准备至少两次样品,一个是产前样品,一个是确认样品。非常多时候,订单生产完成或者生产中期,还需要给客户准备大货样。这里分别对这些样品进行解说。
A产前样:可以是生产前给客户确认的样品,可以是确认后细节做的样品,也可以是给客户确认品质用的类似产品。
B确认样:经过客户确认后的样品,大货生产要完全按照确认样来做。一般情况下,做确认样的时候,至少要做两个以上。一个寄送给客户确认,一个放在公司样品间留样。客户一旦确认,就按照手里的样品,对着做大货。
C大货样:一旦客户返单,可以对照着做。
D手板样:简单而言,就是在没有模具的情况下,根据客户要求做出来的确认样。一旦确认后,大货就按照这个确认样来制作正式的模具,并完成生产。

二.样品费和快递费该不该收?

关于样品费,快递费用。这是个比较棘手的问题,相信每个外贸业务员每天都会遇到。不寄样品的话,非常多客户就拒绝进一步商谈,这样会丢掉非常多有可能合作成功的机会。如果为了表示诚意,免费寄样给客户,客户当时会很高兴,但往往收到后就长时间没有消息,不给测试结果。这样一次两次可能没有,人之常情。但次数多了,你的老板肯定会有意见了。
寄样品一定要有效率!既不能客户要样品就毫不犹豫立马免费寄出,也不能过度“吝啬”强硬要客户全力承担。一般而言,第1次合作的客户,是需要双方共同配合和相互理解的。
一般按照样品货值大小,运费高低,可以有以下不同应对方案。
A卖方承担样品费和快递费用。
一般寄免费样品大多是石沉大海,杳无音讯的。所以,要免费寄样品的话,你得跟你的客户沟通了解的很深入,或能感觉到他的诚意才采取这样的做法。比如:他接连打过几次电话过来询问产品信息,产品报价等。(当然,前提还得样品价值不是很高)
这时可以考虑全免费给客户寄样品。但如果仅仅通过电子邮件或者其他社交软件这样的工具,除非真的跟进了很久,彼此有合作意向,否则免费样品寄出大多没有啥作用。
B卖方承担样品费,客户承担快递费。
这种情况下,一般货值不高,样品价值比较小(样品费<运费),可以免样品费,但运费一定要客户自付。如果连这点运费都不肯出的客户,基本上是没有诚意跟你合作的了。我们出样品,你付运费,这很合理。如果客户坚持不付快递费,你可以尝试告诉他:等你下了订单,快递费用订单的费用里面扣除。

比如:
Dear Sir,

We will arrange the free sample immediately 1-2 pc each.In order to arrange shipping in time,pls kindly advice your courier account.Your kind understanding will be appreciated.
Best regards,
Mighty

C客户承担样品费和快递费用。
这种情况下,一般货值高,运费也比较贵。可以告知客户样品价值比较大,快递运费也比较贵,希望客户能够承担样品费,快递费用。

比如:

Dear Sir,
Regarding sample,it is our pleasure to arrange sample as requested quantity to you.It will be a good way&chance to establish our cooperation.However the sample cost need be charged.
It is not mean to earn money but it is our company policy to show customers\\\\\\\'sincerity of cooperation.All our customer do not mind this cost and accept it.
Pls realize our position and understanding us.
Best regards,

Mighty

D客户承担样品费,卖方承担快递费用。
这种情况下,一般样品价值比较高(样品费>运费),一般是不会免费寄出的,但可以考虑为客户付运费。这样既保证了公司的利益,又体现了公司真诚为客户服务的态度。这样也是双赢的做法。如果客户不愿意承担样品费,可以尝试价值说服和运费返回测试合作诚意。

比如:
Hello Dear Willem,

Personally, i really want to support you. However, every company has his orher rules, we can\'t break it as only one customer.
What\'s the price you buy the silicone from local market?
If it\'s higher 5$/kg or above than us, and you can import 5tons/year, then,5* 5000 = 25,000$
That mean today you just need to pay 50$ which can help you save more than 25,000$ every year at least. It \'s really worth to invest it,pls kindly to re-consider it again.
Waiting for your comments soon,
Tks&B.R
Joy
比如:

Hello Dear Willem,
Personally, i really want to support you. however, affording half of the shipping cost isthe best efforts we can do for you.
Giving others opportunity is the same for yourself. and we are regret that we can\'t go head as just the small amoun 50$,so, i have another proposal for you?
We\'ll return the rest shipping cost for you if your testing feedback is no good if i can apply successfully to my company. what\'s your idea?
Tks&B.R

Joy

也可以按照目标客户等级,性质分类也应该有不同的处理方案。
A针对新客户。
A1可以先评估下这个客户的情况和预期的订单数量。如果费用不高,可以考虑己方消化。如果无法负担,可以跟客户商量承担全部或者部分费用。
A2制定公司的样品政策(硬性的)。任何客户都收取快递费用或者样品费用。但是许诺将来客人下定单时,从货款总值中扣除掉这笔费用。
B针对老客户,重要客户。
只要样品费金额不大,应该由供应商承担。如果样品费高,可以和客户商量,要求买方承担样品费或者承担部分样品费,但同时应该注明如果客户下单,是否可以退还。或者订单达到多少数量的时候,可以完全退还。
C针对有些客户的特殊要求,定做样品。
客户承担样品费,并承担快递费用。同时客户应该承担由客户定做而产生的杂费:制版费,操作费,包装费用等。

三.要收费客户没下文如何跟进?

以快递费用为切入点:

Dear Sir,

I learned from shipping department that DHL would give us a favorable discount,only USD30 for the sample delivery to your place.
You may choose to transfer the freight in advance to save your cost.What do you think?
Look forward to your advice.
Regards,
Mighty

以样品费为切入点:
Dear Sir,
I hope you have received my previous mail below.Is there any question I haven’t figured out?
Poland is a good potential market and we really wish to explore it with your joint effort.
Today I talked with my boss and got his approval to refund the sample cost in the first order.
This is our special service only for you.Look forward to your comment.
Regards,
Mighty

以市场为切入点:

Dear Sir,
Haven’t got your comment by far.Hope everything is going well.
Christmas promotion is around the corner.It usually takes 3-4 days from sample approval till mass production delivered.
To launch the product in time before this big season,it’s better to get everything ready by XXXX.
Pls advise what we should do with the sample.We are still waiting for your confirmation on the PI and your courier account.
Regards,

Mighty

以样品进度为切入点:
不收样品费想让客户出运费的,如果样品制作的时间不长,不管样品是不是真的READY,都可以告诉客户说样品已经完成了,说不定客户一听,就想着把东西寄过来吧。

Dear Sir,
Sample is ready now.Pls advise your courier account and we will send it out immediately.
Regards,

Mighty

以上方案可以根据自己的情况再调整,跟进方式也不仅限于邮件,必要时电话沟通很重要。

四.样品寄送必须注意的细节

1.确认样品,邮件辅助少不了

样品是客户直观了解产品的第1渠道,因此应该挑选具有代表性、质量符合甚至最好超出标准的产品来作为样品呈现给客户。
如果是成品或尚未普及的产品,最好能附上说明书供客户了解,方便客户的使用。在样品确认后,不要简单地寄送了事。这时我们应该向客户发送一封邮件提醒客户查收样品,并在邮件中注明样品的名称、规格、型号等细节,方便客户收到样品后进行核对。我们可以这样写:


Dear sir,

We are pleased to forward you the samples of our products with their quotations and discounts for your reference. According to the customers requests, we can supply products with different specifications, materials, colors, etc. We believe this will do favor to develop the business between us, most of our customers is doing in this way now, we sincerely hope it will be also workable to you.

And our products are always good as the samples we send. If you have any questions, please contact us.

XXX(公司名称)

2.选择合适的样品寄送方式
在寄送样品时我们可以选择航空包或航空快递等方式来将样品迅速送达客户手中。对于无毒害、无特殊限制的样品尽量选择航空运输,走水路或陆路不但时间长,包裹遗失的几率也更大。同时业务员应弄清不同国家的进出口商品检验标准,防止样品因不合规范而被打回。
3.寄送样品后确认跟踪不可忽视
寄送样品的时候提供有关样品标签给客户。包括:供应商名称、联系人、电话、邮箱、样品的description,外箱资料、hs编码、fob价格。
样品寄走后,及时告知客户寄走的时间,并告知快递单号,便于查询。


比如:

Samples already picked up by DHL express with tracking#552 321 568.Pls log on www.dhl.com to track its location.

并及时跟踪客户什么时候签收,客户签收了并询问客户是否满意样品,哪里需要改进,是否需要重新打样。在与客户的确认中,我们应尽可能地表达与对方长期合作的期望和随时解答对方问题的态度。


比如:

We hope to establish long-term business relationships with customers at home and abroad based on mutual benefits.

We sincerely look forward to establishing business relationships with customers from all over the world based on mutual benefits.

If you have any further information or suggestion please let us know.

Please do not hesitate to let me know if you have any question or concern.

这里个人建议寄样之前放一份样品评估单SAMPLE EVULATION(类似淘宝售后信息调查表)给客户,让客户打分评价,了解自己样品的水平,哪里需要改进。

五.客户收到样品不回复怎么办?

外贸时间长了, 你就会发现样品寄出后没有及时的回复和成交是一种常见现象,原因无外乎:
1. 客户是Trading, 需要收集样品或等待他的客户回答。
2. 客户是新起步公司,做每一件事都需要时间确认。
3. 该产品是新项目,需时间确认。
4. 您的产品在同行中没有竞争力。
5. 客户的作业方式。
而你需要做的是:
1.保持足够耐心。
2.进一步了解客户信息,经营模式,主营产品,而你的产品所处位置,是否提供更多信息等。
3.及时提醒客户。
那么为了方便寄送样品后我们继续对客户的跟进,也是为了提高成交的机率,在最开始我们与客户沟通寄送样品的邮件就一定要严谨且有质量,这样才能最大可能性的避免寄样后陷入空白。


产品需求确认:

Dear Leo,

In order to send you the best suitable sample for RTV-123,may iconfirm some information with you as follows:

1.Working Temperature?

2.Working Humidity?

3.Mixing Ration of Catalyst?

4.Color of catalyst?

As soon as confirm information,sample will be prepared for you immediately.

Tks&B.R

Joy


送样时间,地址信息确认:

Dear Leo,

Sample have arranged in our R&D department, and it will finished within 3days.(告知样品目前情况最新状况)

Here in order to send you this sample safety&correctly. may i confirm some informationwith you as follows :

1.Company?

2 Address?

3.Contact Mr Leo?

4.Tel : ?

5.Mob: ?

6.Post Code: ?

Once the sample is ok, i will send you without delay.

Cheers

Joy

另外外贸客户的开发永远都是要不断积累潜在客户、增加意向客户,销售漏斗的理论体现在任何销售行业。

所以如果你的工作已经做的足够完善,就不要太急于求成,也不要太在意得失与否,我们就对客户资料做好归类管理,周期性的联系跟进,给客户时间和空间,这样可能对自己更好,也能将剩余的时间留下来继续寻找新的目标客户。

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