销售型外贸开发信是外贸从业者日常工作中非常重要的一环。平均而言,10位潜在客户中有8人会阅读开发信的主题行,但只有2人会阅读开发信的正文内容。作为一个每天都需要通过邮件接触潜在客户的销售人员,这个数据应该引起大家的重视。

撰写销售型外贸开发信需要掌握一些基本原则,以提高开发信的回复率。美国写作组织"American Writers and Artists"提出了"4U"原则,帮助销售人员提高开发信的效果:

1. Be useful to the reader：开发信内容需要真正对读者有用,解决他们的实际问题。在撰写前先了解潜在客户的需求,这样内容才会更有针对性。

2. Provide them with a sense of urgency：在开发信中营造适当的紧迫感,让读者产生行动的动力。这可以通过合适的call to action来实现。

3. Explain how the main benefit is unique：重点阐述产品/服务的核心竞争力,以及给读者带来的独特价值。

4. Do all of the above in an ultra-specific way：确保开发信内容具有很强的相关性,体现你对读者情况的了解。可以结合他们公司最新动态、即将参加的会议等进行个性化。

综合运用这4个原则,就可以撰写出高效的销售型外贸开发信。以下是一个简单示例:

> Hi Jon,

>

> I just visited your web site, and know that you are the leading wholesaler in [UK] for [fashionable winter hats], with a great reputation for the quality.

>

> What would it mean to your top-line revenue if you saw a [70% increase in contact rates] and a [50% improvement in closes]? Let's find a few minutes to talk about how [Your Company] is providing these results to our clients.

>

> Can I please phone you tomorrow afternoon at 3:00 PM (your time), or if another day is better, I'll follow up as you suggest.

>

> Thanks,

> [your name]

希望以上内容对您撰写销售型外贸开发信有所帮助。