外贸从同行手里挖客户的开发信该怎么写

关于外贸开发信的分析

当客户已从同行处购买同类产品时，一方面确认客户有产品需求及即时采购计划是好消息，另一方面客户可能对现有供应商满意而不愿更换，此时介入难度大且需经客户反复考验。

那么如何写出有吸引力和高回复率的开发信以建立联系并争取销售机会呢？

大型采购商的情况

大型采购商对供应商管理通常为：有主要供应商占 60-70%采购量，次要供应商占 20-30%，还有第二替补供应商占 10%左右。一旦主供应商出问题，会迅速培养次要和第二替补。业务员需了解自身公司是否匹配，即是否有实力成为该采购商供应商。若有实力，目标是成为 10%的第二替补，需反复考察质量、服务等，同时要仔细分析客户产品和市场定位、现有供应商短板等。

几个切入方向

1. 不断开发适合市场需求的新品推荐给客户，若被选中可顺利建立关系。

2. 考察客户网站，关注用户对现有产品反馈和投诉，尝试解决不被重视或无法解决的问题。

3. 研究客户销量大的产品，看能否在保证质量下大幅降低成本以吸引客户。

中小型采购商的情况

相比大型采购商，数量较少且情况不同，如可能是老板本人或专门采购经理，且不同中小型采购商市场定位不同，关注的供应商资质和产品也不同。老板或家族成员采购更关注实惠，职业采购经理则关注责任和职务升迁，不太愿为降低成本冒更大风险，需提供更多说明材料。

第一封开发信要点

要突出自身优势，给客户充足理由，开发信要开门见山点出能带来的好处并提供充分论据。如推荐新品：

“Hi John,

Good morning!

We are a candidate vendor for XXX company, currently we are serving XXXX，XXXX customers (先给 2 个大客户的名字，最好是同目标客户时同类的). We have passed ISO9001, and our products has passed UPC certificate. We are very confident that you can rely on us as a capable vendor.

I am writing to introduce a new product to you. This product is targeting 20-29 years’ lady. The sales in XXX market have proven to be very successful. Within only 2 months, the sales have reached 100000 units. I noticed from your web site, that 20-29 years’ lady is one of your major clientele, so introduction of product XXX should be a big sales hit for you.

BTW, we have the samples ready. Do you want to evaluate this new product XXXX?

Best regards,

XXXXX”

又如克服问题：

“Hi John,

Good morning!

I just visited your web site, and studied your customers’ feedback on your product XXXX. It sounds that your customers (390 customers remarked online) are demanding to: XXXXX 陈述一下客户潜在的问题。

We have successfully helped 20 customers solved this problem. XXXXX(描述一下细节，给点具体的信息。

Very briefly about ABC Company, we have abundant experience serving XXXX，XXXX customers (先给 2 个大客户的名字，最好是同