我們知道，潛在客戶看似令人望而卻步，但是至少可以說(shuō)，曾經(jīng)他聯(lián)系你發(fā)的一連串的詢盤(pán)信息和電子郵件，說(shuō)明他對(duì)你的產(chǎn)品是有需求的。所以，我們要進(jìn)一步的了解他的真正需求是什么，得到客戶的信任與支持。

以下是外貿(mào)人與優(yōu)質(zhì)潛在客戶發(fā)送電子郵件建立的一些關(guān)鍵要素。

一、聯(lián)系客戶的理由

這個(gè)應(yīng)該是檢查你自己的方式。發(fā)送開(kāi)發(fā)信聯(lián)系潛在客戶的理由是否讓他信服呢？他們是合適的買(mǎi)家角色嗎？他們與你過(guò)去成交案例的客戶是否有相似的地方，你能為客戶提供什么價(jià)值，如果沒(méi)有，請(qǐng)先不要聯(lián)系。

二、立即聯(lián)系的理由

與判斷是否合適買(mǎi)家同樣重要的是，你的公司是否有某些產(chǎn)品會(huì)迫使他們購(gòu)買(mǎi)。如果沒(méi)有緊迫感（這可能以業(yè)務(wù)上產(chǎn)品急缺的痛苦，突發(fā)事件或內(nèi)部計(jì)劃等形式出現(xiàn)），則沒(méi)有理由購(gòu)買(mǎi)。因此，不僅要尋找適合你公司業(yè)務(wù)銷(xiāo)售垂直的行業(yè)和公司。你現(xiàn)在有充分的理由立即聯(lián)系他嗎？

三、發(fā)送有價(jià)值的郵件

銷(xiāo)售過(guò)程中我們與客戶聯(lián)系的每個(gè)接觸點(diǎn)，都應(yīng)該推動(dòng)銷(xiāo)售的過(guò)程去向前發(fā)展。流程推進(jìn)的速度取決于和客戶聯(lián)系的潛在客戶階段，但你不應(yīng)該只發(fā)送一封 “只是在客戶那里簽到的電子郵件”，我們發(fā)的這一封電子郵件要給客戶提供有價(jià)值的信息。相反，在客戶回復(fù)郵件之前，我們要確保我們發(fā)給客戶的電子郵件是有用的。
這里有幾個(gè)電子郵件開(kāi)發(fā)客戶模板（每個(gè)模板都對(duì)應(yīng)一個(gè)適當(dāng)與客戶建立聯(lián)系的理由）你可以參考一下。

1.參考采購(gòu)商公司公告

congrats! have you thought about [business value]?Hey [first name],Because I work so much with [your targeted industry], I constantly follow industry news. I’ve noticed that you recently [company action]. Congrats!Usually when that happens, [business value] becomes a priority. That’s why I thought you might be interested in finding out how we helped [similar company] get going quickly in their new direction – without any of the typical glitches.If you’d like to learn more, let’s set up a quick call. How does [specific day and time] look on your calendar?Regards,[Your name]

2.參考其它相關(guān)公司的公告

your announcement this week.[First name],Your latest announcement this week about [news] got me thinking.I found an article on [related topic] that may be useful to you as your company progresses.Here’s the link to read it: [article link]Are you currently working on improving [related business value]? I have some more insight to share that could be valuable.Hope you find this article helpful.Best,[Your name]

3.客戶聯(lián)系介紹

[mutual connection] recommended we get in touchHi [first name],[Mutual connection] recommended we get in touch. I work with [him/her] for a company called [company name] that does [X, Y, and Z].In thinking about your role at [company}, I thought there might be a great fit for yourgroup.Our [product name] has been been extremely well-received in the marketplace and I think it’s something that might be helpful for you!Does this sound aligned with your current priorities?Best,[Your name]

4.提供有用的建議

can we help you achieve [goal] too?Hi [first name],In working with other [job title]s, one of the key issues they’re struggling with is [key issue].This past year we helped numerous companies to [business driver], resulting [money saved, revenue added, productivity increases].A strategy we’ve seen a lot of success with is [key strategy]. Based on what I know about your business, here are a few ways you could put that strategy into action:[Tip 1][Tip 2][Tip 3]Does that sound similar to past challenges you’ve faced? I have some ideas that might help.All the best,[Your name]

5.回應(yīng)社交媒體的帖子，提出建議
Ideas for [business value]Hey [first name],I saw that you recently posted a question on LinkedIn about how to achieve [business value] for your company.How, if at all, would you like to improve your strategy? I’ve found that [solution] has been successful for others. Here’s a few examples of what other companies I’ve worked with in the past have done that might be helpful to you:[Tip 1][Tip 2]Have you tried any of these strategies in the past? I have some more ideas for how we can help.Best,[Your name]

6.稱贊他們的工作
Loved your piece on [insert title/publication]Hello [Prospect name],I admired your recent piece on [insert topic/title] in [insert publication]. I especially liked your point about [insert salient point from article].I thought you might appreciate this piece on a similar topic: [insert article with a tie to your product/service].I'd love to hear your thoughts on the subject.Regards,[Your name]

7.參考一個(gè)新角色
Congrats on the new role!Hello [Prospect name],I saw you took on a new role at [company name] recently. Congratulations!I bet you're trying to figure out how to make an impressive (and immediate) mark during your first few months in this new position -- and I think I can help.I've helped companies like yours:[Insert impressive stat][Insert impressive stat][Insert impressive stat]I'd love to tell you more about how I can do the same for you. If this sounds like something you're interested in, feel free to book some time on my calendar: [Insert calendar link]Regards,[Your name]

在下面，我正在跟進(jìn)一個(gè)我在參加網(wǎng)絡(luò)活動(dòng)中遇到的潛在客戶，并試圖與他進(jìn)行第二次聯(lián)系。

Great meeting you at [Event name]Hello [Prospect name).It was so great to meet you lest week at [Event name]. I appreciated learning more about your [business pain point) and your goals for the year aheadI have spoken with a few of my colleagues and have a few Ideas on how [Your business name]can help you1. (Benefit 1)2 (Benefit 2)I'd love to tell you a little more about what I have in mind. It you are interested, feel free to book time on my calendar here: (Insert calendar link)Hope you are soltling back into tho swing of things after a few days out of the officeRegards.Meg Prater.

我們?cè)诮o潛在客戶發(fā)送的每一封郵件的主要方向是優(yōu)先解決潛在目標(biāo)客戶遇到的問(wèn)題，能為客戶提供什么價(jià)值，在發(fā)送之前首先要想一想“為什么是你，為什么是現(xiàn)在”。