在电商平台如何写开发信从同行挖客户?
关于客户采购与开发信的深度剖析
当客户已经从同行手中购买了同类产品时,情况较为复杂。一方面,这表明客户对该产品有需求且有立即的采购计划,这是好消息;但另一方面,客户可能对现有的供应商非常满意,并不打算更换,此时要切入难度很大,且需经历客户的反复考验。
那么,如何才能写出一封有吸引力和高回复率的开发信,与客户成功建立联系并争取到销售机会呢?首先来分析不同体量客户的心理需求和关注点,并附上不同切入点的开发信模板。
大型采购商的特点与应对
一般大型采购商对供应商的管理模式通常为:会有一个主供应商,可能采购量占 60%-70%,一个次要供应商占 20%-30%,以及一个第二替补供应商,采购量约 10%左右。一旦主供应商出现问题,采购商会迅速培养次要和第二替补供应商以避免供应短缺风险。对于这类采购商,业务员首先要了解自身公司是否有实力成为该采购商的供应商,即是否匹配。就像鞋子,合脚的才是最好的,并非越大越好,以免浪费精力又徒增沮丧。
若有此实力,第一步目标是成为该客户 10%的第二替补。在此之前,客户可能会反复考察质量、服务等,业务员要有耐心,认真对待每次打样和每一个小订单,这些都是客户的考验和测试。
要成为他们的第二替补并不容易,初步建立联系时,要仔细了解和分析客户的产品和市场定位,以及市场对产品的偏好和要求,同时要调查分析客户现有供应商的短板。
几个切入方向
1. 不断开发适合市场需求的新品并推荐给客户,若新品被选中则可顺利建立关系。
2. 考察客户网站,关注用户对现有产品的反馈和投诉,尝试解决这些不被现有供应商重视或无法解决的问题,这些应是客户非常关注的。
3. 考察客户销量较大款式的产品,研究能否在保证质量的前提下大幅降低成本,通过价格吸引客户。
中小型采购商的情况
相较于大型采购商,中小型采购商数量相对较少,且存在一些不同情况。一是可能采购者就是企业所有者本人,当然也有很多是专门的采购经理。二是很多中小型采购商有细分市场定位,比如有的定位很高端,有的很低端。那么,他们关注的供应商资质和产品也会有很大不同。比如定位高端的,会非常注重质量以及产品的差异化;而低端的则更注重价格,对于款式往往要求最大众化。
此外,老板本人或家族成员采购与职业采购经理的采购心理也不同,前者更关注实惠,所以要让他们直接看到实惠;而职业采购经理则同时关注责任承担和职务升迁,不太愿意为降低一些成本而冒更大风险,所以要尽量为他们提供更多说明材料以便其说服老板。如果有产品认证如 ISO9000 等,他们会觉得承担的风险小很多。
第一封开发信的要点
第一封开发信一定要突出自身优势,如果所提供的与客户现有的供应商一样,那客户为何要费力更换供应商呢?所以需要给客户充足理由,开发信要开门见山,点出能给客户带来的好处,并要有充分且令人信服的论据来支撑观点。
不同情况的开发信示例
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
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。不要太详细,留个伏笔,下次再联系他)
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.
May you give me a chance to present you more information on this? I will be glad to send you more detailed information upon your consent.
Best regards,
XXXX
降低成本:
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). I am writing to tell you, that we are able to cut your cost for XXX item by 20%, thanks to the current break-through innovation on the production process.
The reduction in cost will not in any way influence the quality. We have passed ISO9001, and our products has passed UPC certificate.
What products are you currently purchasing? May I make an offer to you based on these items for