外贸人一定要出国拜访客户!(附拜访要点).doc

跟国内一样，国外也很注重关系网，他们也喜欢礼尚往来，尤其是见面后的那种友谊，很容易会使得他们优先选择你作为长期合作供应商。下面就和阿连一起看看如何拜访客户，更好建立信任关系。Its the same for domestic and foreign country to care much about the relation net. They also like courtesy demands reciprocity, especially the friendship after meeting, because its easy for them to choose you as their long-term supplier. So let me show you how to visit customers and build relation better.为什么要去拜访客户Why we visit customers?这里的客户包含合作客户和未合作客户。Customers consist of cooperative customers and uncooperative customers.1. 客户选择适合自己的工厂难Its hard for customers to select the suitable factories.因为中国工厂太多，竞争激烈，客户很难选择适合自己的工厂，也很难让客户了解公司最真实的情况。The competition in China is harsh for there are so many factories. And its not only for customers to select the suitable factories but also hard for them to know clearly about the actual situation of companies.2. 客户选择适合自己市场的产品难Its hard for customers to choose the right products for their market.产品太多，琳琅满目，客户没法区分产品，不知道如何选择产品。There are so many different products that customers cannot distinguish the products as well as how to select the products.3. 对中国质量没有信心They have no confidence in the quality of Chinese products.通过电话，邮件或者网站，客户没有办法触摸到产品，对产品的质量有很大怀疑，如果是新成立的中国公司又没有知名度或一定的口碑，客户对质量不放心。Customers cant touch the products through phones, emails or websites, so they suspect about the quality of products. If your company is new established or has no popularity or certain word of mouth, they are no assured about the quality.4. 合作谈判周期太长The time spending on negotiation and cooperation is too long.客户经常在放假，也经常不回邮件，从发邮件到下样品订单也许就半年了，之后也没什么音讯了。Customers usually are on vacation and dont reply the emails. So it may takes half year, even disappearing, from sending emails to give order of samples.5. 研发和设计不知道市场的方向是什么，凭空造新产品，心里没底R & D and designing department people dont know clearly about the direction of the market, so they design and introduce new products unreasonably.什么样的产品是好产品，这个是市场说了算，市场是检验的唯一标准。What kinds of products are good products? Its up to the market, so market is the only standard to examine.6. 建立友好的长期合作贸易伙伴关系Establish friendly and long-term relationship of cooperation partner.和中国一样，国外很注重关系网，他们也喜欢礼尚往来，尤其是见面后的那种友谊，很容易会使得他们优先选择你作为长期合作供应商。Foreign countries care much about the relation net like China and they like courtesy demands reciprocity, especially the friendship after meeting, which its easy to make them select as their long-term supplier.7. 合作客户的客诉，经常很难通过邮件或者电话表达清楚Customers complain that its hard to make them be understood clearly through email or phones.客户当面会和你讲的非常清楚，包括与你合作中出现过的所有问题，并且现场可以给你看实物。反馈也会更直接、更有效。Customers would tell you the information clearly face to face, which include all the problems may appear in cooperation, and they can show you the materials at spot. Additionally, the feedback is more direct and effective.8. 加快新产品的推广速度或者降低新产品的风险，快速收到市场反馈Accelerate the speed of popularizing new products, reduce the risk of new products and attain the market feedbacks quickly.很多时候我们研发一款新产品，需要发样品给国外客户，看他们是否有什么建议，需要改进或者什么的，但客户很久都不回。最后不得不开模，最后小批量出货，客户说产品需要改什么什么，但那个时候模具已经没办法改动了。When we develop a new product, we need to send the sample to foreign customers to find out whether they have any suggestion or anything need to improve or something else. But customers usually take a long time to reply. Finally, we have to open mold and produce small amount of products. Then customers would demand to change something, but at that time, we have no way to change them.拜访客户的要点The key points of visiting customers1.更直观地把公司的优势、实力展示给客户Show the strength and abilities of company to customers more directly建议用PPT的形式约到客户的高层进行meeting。Its recommended to have meetings by using PPT with senior customer.2.选出适合客户市场的TOP10-20款产品+新产品Select the TOP10-20 products and new products which suit the market of customers.把产品的卖点提炼出来，把准确的信息传达给客户，并且现场演示，让他知道这款产品好在哪里，为什么你要选这款产品。Refine the selling points of products, and send the accurate information to customers as well as display at spot to let them know the strengths of the products and why you choose the products.3.树立客户对我们公司品质的信心Build customers confidence of products of our company1）提供一些证书证明provide some certificates2）提供公司的实验室测试报告offer the laboratory test report3）在PPT里面展示公司严格的品质系统show the strict quality system of company in PPT4）其他客户对产品的好评，收集多一些，可以作为说服资料Collect more good comments from other customers as the proof5）样品的质量一定要很完美，这是对你们品质最直接的检验。The quality of samples must be perfect for its the most direct examination of your quality.4.把合作周期缩短到最短Shorten the cooperation time at most.如果你带有足够多的样品，客户表现出有兴趣的产品，你可以留一个样品在他公司。If you have enough products and customers have interest in some of them, you can leave one sample to their company.5.精准定位新产品的研发方向Position the development direction of new products precisely.找到市场上热卖的产品（包括客户网站上面的best seller）+公司近期想要研发的产品，或者设计师设计好的一些产品直接给客户看，他会告诉你他的观点，喜欢还是不喜欢或者有什么建议。Find out the popular products in market which consist of the best seller on customers websites and the products they want to develop recently. Or show customers directly the products has been designed by designers, and tell then your opinion that you like them or not or any suggestion.6.邀请客户来拜访工厂Invite customers to visit your factory.关系好的客户以后会更愿意和你交流，最重要的是你面谈时候的专业度，让客户佩服你，以后合作，你的主动权会多很多。The well-relation customers are more willing to communicate with you. And the most important thing is that customers would admire your profession, so you will have more initiative of later cooperation.7.让合作客户帮助你们公司提高自己Let