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开发外贸订单的关键在于能否让客户打开并阅读你的开发信。这是开发信的第一个目标 - 吸引客户的注意力。一旦客户开始阅读开发信,你就需要确保他们能够一直读到最后,并被你的产品或服务所吸引。
本文将为您介绍4种经典的外贸开发信公式,并附上示例模板,帮助您提高开发信的回复率。无论您是外贸新手还是老手,这些公式都能为您带来启发和帮助。
Before —— 描述客户当前的状况
After —— 描述解决问题后的理想状态
Bridge —— 说明如何从当前状况到理想状态的过程
这个公式利用人们对"快乐"和"痛苦"的心理需求,引导客户采取行动。开发信开头描述客户的痛点,然后描述解决问题后会带来的好处,最后解释如何实现这一转变。
开发信示例:
> Hi [name],
>
> If you're like most executives, you know how frustrating it can feel to have your time wasted.
>
> Our software changes that, freeing up as many as 10 hours each week for clients like Gary Vaynerchuk, Tim Ferriss, and Malcolm Gladwell.
>
> If you'd be willing to give me just ten minutes of your time, I'll show you how you can achieve the same with our innovative platform. What's the best time to connect next week for a personalized demo?
Problem —— 找出客户的痛点
Agitate —— 刺激、加重这个痛点
Solve —— 提供解决方案
PAS公式直接点出客户面临的问题,并加以放大,然后提供解决方案。相比BAB公式,PAS公式更直白地利用人们对痛苦的厌恶,促使客户采取行动。
开发信示例:
> Hi Cooper,
>
> I noticed on your careers page that you are looking to hire a Sales Development Rep to diligently keeps track of their activity in Salesforce.
>
> I would love a few minutes to discuss how [my company] removes this burden.
>
> [my company] helps clients like [client A], [client B] and [client C] to aggregate and automatically sync activity data in Salesforce.
>
> This means:[benefit A][benefit B][benefit C]
>
> Would you be open for a call next week to see how [my company] could help your team?
这个公式的核心思想是:在给出请求的同时,也告诉客户他们有自由选择。这增加了客户说"是"的机会。
开发信示例:
> Hi [prospect name],
>
> blablabla.
>
> My request: tweet our article to your community. I would make a world of difference to us if you helped us to get off the ground.
>
> Here's a quick tweet link.
>
> If you'd rather not, I understand. I appreciate you reading this far!
Star —— 引人注目的开场白
Chain —— 一系列事实、来源和利益
Hook —— 号召性用语
这个公式首先抓住读者的注意力,然后提供支持性的信息和证据,最后以号召性的语言激发客户采取行动。
开发信示例:
> Good afternoon [name],
>
> Small business, Fortune 100 companies, government entities and nonprofit organizations all have one thing in common: they save a whole lot of time and money by using [product name].
>
> Check out some of our case studies to see for yourself. I've also included a couple of links that provide more information about the product:
> PDF link 1
> PDF link 2
>
> You can try our free sample to see how [my company] can help [the goal or pain point]. There is no obligation to use our free sample.
>
> If you have any questions about how to get started, please don't hesitate to reach out.
这些经典的开发信公式都有其独特的工作原理和应用场景。希望本文为您提供了有价值的启示,祝您外贸开发信撰写顺利,回复率不断提高!
