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给美国客户写开发信以及注意事项
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/p>
美国作为典型的生意导向型的国家，
做外贸的都希望与美国人做生
意，
美国人性格开朗直爽，
对陌生人的邮件推销和电话销售接受
程度明显高于其它国家（如中国、日本和南美各国）。
因此，用邮件发开发信开发美国市
场，不失为一种较有效的手段。
美国人做事认真，骨子里有自傲情绪，尤其是
American
Whites
，要求高，有时甚至挺
矫情。因此，跟他们打交道，先了解美国人对开发信的要求。
一、
Guide
to
Successful
Marketing
and
Selling
to
US
Importers.
Direct
marketing
(sending
a
sales
letter
by
mail)
is
the
most
effective
way
to
market
your
products
and
find
new
buyers.
With
all
the
new
technology
we
have
today
(internet,
fax,
B2B,
etc)
more
than
8
out
of
10
US
importers
say
they
prefer
to
be
contacted
by
sales
letter.
But
you
cannot
send
just
any
letter.
The
s
ales
letter
that
you
send
represents
your
company.
If
it
looks
good,
you
look
good.
If
it
l
ooks
bad,
you
look
bad.
If
there
are
mistakes
in
the
letter
then
the
quality
of
your
product
is <
/p>
questioned.
（
大部分的美国
商人习惯用邮件
联系。发给美国买家的推销信就是你公司的
“<
/p>
形象代言人
”
，因此要力求做到专业。）
An
estimated
97%
of
all
sales
letters
go
into
the
trash.
It
is
important
that
your
sales
lett
er
looks
nice
and
is
effective
in
order
to
be
part
of
the
3%
of
letters
that
stay
on
the
im
porter’s
desk.
Importers
generally
look
at
the
first
paragraph
first.
If
they
are
still
interested
they
skip
down
to
the
last
paragraph
to
look
fo
r
the
seller’s
web
s
ite
address.
Our
research
showed
that
US
importers
generally
do
not
l
ook
at
the
second
or
third
paragraph.
（
97%
的推销信会直接被当成垃圾邮件，只有
< br>3%
的推
销信能入美国买家的眼。
一般来说，
推销信的第一段是阅读者关注的重点，
因此，
需要把你
最好最吸引人的信息放在开发信的第一段。
然而我们很多业务员的开发信第一段往往是千篇
一律、乏味的自我介绍。）
Sales
letters
don’t
sell
anymo
re.
Your
web
site
does
that
now.
Your
sales
letter
has
two
f
unctions.
The
first
is
to
introduce
your
company
and
your
products
and
the
second
is
to
direct
the
reader
to
your
web
site.
Effective
sales
letters
generally
have
four
paragraphs
and
are
arranged
in
the
fol
lowing
manner:
（开发信不是要卖东西，你的网站才是。因此不要在开发信中咄咄逼人，强
硬销售不起作用。）
Paragraph
1:
Attracting
Attention
（把你最好最吸引人的东西放在第一段）
A
recent
research
study
showed
that
US
importers
generally
spend
seven
seconds
looking
at
a
sales
letter
to
1
/
4
determine.
if
they
are
interested
or
not.
If
within
that
7
seconds
you
have
convinced
the
r
eader
that
you
have
a
product
they
would
like
to
buy
and
resell
then
they
will
continue
reading.
Otherwise
the
l
etter
goes
into
the
trash.
Paragraph
2:
Building
Interest
and
Desire
（接下来介绍你的产品，激发对方兴趣和需求）
Once
you
have
the
reader’s
attention
you
must
give
the
basic
details.
Your
goal
is
to
sho
w
that
you
have
a
reliable
product
that
the
importer
can
buy
from
you
and
then
easily
resell
in
the
US
for
a
profit.
Paragraph
3:
Convincing
The
Reader
（说服对方你的产品好在哪里）
At
this
point
you
have
the
reader’s
interest
and
have
given
the
basics.
This
paragraph
tell
s
the
importer
the
benefits
of
buying
your
product.
Here
you
show
the
buyer
how
he/she
will
benefit
from
buying
your
product.
Paragraph
4:
Request
for
Action
（可以通过回信索要
样品、联系你们获得产品图册等方式让对方看完你的邮件，有所行动，
而不是把你的邮件
压箱底。）
This
paragraph
is
short
and
has
only
one
function:
go
to
your
web
page
for
more
inform
ation.
It
is
very
important
that
you
put
your
web
site
address
in
this
last
paragraph
and
e
ncourage
the
reader
to
go
there
to
see
more
about
your
products.
二、
How
Not
To
Write
A
Sales
Letter
(
如何写推销信
)
1
Every
word
in
your
sales
letter
must
be
chosen
carefully.
Do
not
use
words
that
are
pu
shy,
like
and
and
your
convenience
US
importers
do
not
like
to
be
pushed
into
making
a
decision.
（下笔之前，斟酌用词，不要下笔千言，废话一箩筐。）
2
Do
not
try
to
flatter
the
buyer
with
words
like
and
US
importer
s
will
give
you
an
order
because
you
have
a
product
they
want.
Not
because
you
tried
to
inflate
their
ego.
（拍马屁对美国人没有用
。这个对欧洲客户同样也不起作用。反而显得自己很卑微。）
3
Do
not
use
abbreviations.
Using
Rgds
for
Regards
and
for
Y<
/p>
ou
implies
that
you
are
2
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