摘要：在外贸业务过程中，报价后石沉大海，客户毫无反馈是最让人头疼的事情之一。但别急于放弃，这并不意味着没有机会，只要掌握正确的跟进步骤和方法，步步为营，就能把客户从沉默中拉出来，推向成交。
在外贸业务过程中，报价后石沉大海，客户毫无反馈是最让人头疼的事情之一。但别急于放弃，这并不意味着没有机会，只要掌握正确的跟进步骤和方法，步步为营，就能把客户从沉默中拉出来，推向成交。
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第一步：初次跟进(报价后一周左右)
跟进方式与话术
邮件礼貌询问：
主题可以写 “Follow - up on our quotation for [产品名称]”
正文先礼貌问候，如 “Dear Mr./Ms. [客户姓名]，I hope this email finds you well.”
接着简单提及之前报价的事，“We sent you a quotation for [产品名称] last week. Have you had the chance to review it? We're looking forward to your feedback so we can further assist you.”
这样语气不卑不亢，既提醒了客户，又没有给对方太大压力，方便客户快速回顾起这件事。
结合产品信息：
如果之前报价信息比较繁琐，此次跟进可以再提炼一下关键产品的卖点，附上一张清晰精美产品图，让客户眼前一亮。
比如 “We understand you're seeking high - quality products. Our [产品名称] features [列举几项关键优势，像高耐用性、独特设计等]，as shown in the attachment. If you have any questions about it, feel free to reach out anytime.”
目的
此时跟进，一是确认客户是否收到报价，排除其他因素可能让邮件出现遗漏；二是给予客户二次机会去留意产品，有些客户或许当时忙，无暇顾及，这次提醒能唤起他们关注。
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第二步：二次跟进(第一次跟进后一周左右)
跟进方式与话术
电话+邮件组合拳：
试着通过电话建立沟通，电话接通后，热情地问好，说 “Hi, Mr./Ms. [客户姓名]，this is [你的名字] from [公司名]. We recently sent a quotation and followed up via email. I wanted to personally check in to see if you had any thoughts or if there's anything more we can clarify for you regarding our product.”
考虑到客户可能没空细聊，电话里别啰嗦太久，主要是表明你很重视这单生意，想听听客户想法。
补充知识：电话打的好，订单不会少！超实用经验分享。
邮件补充细节：
电话后及时补充一封邮件，主题 “Further Follow - up on [产品名称] quotation”
内容回顾刚才电话里所说的重点，再强调 “Please let us know a time that's convenient for you to discuss further about the quotation. We're eager to make sure we meet your requirements.”
同时，附上之前的报价单及相关产品资料链接，方便客户查阅。
目的
一周过去客户仍没回应，电话能直接接触到客户，传递诚意，让客户感受到你的积极态度。而且电话沟通效率高，或许能当场就得知客户搁置回复的简单原因，像产品不符合需求、价格考量等，为后续调整策略做铺垫。邮件则进一步巩固这次电话联系，把关键信息留给客户。
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第三步：针对性跟进(第二次跟进后一周左右)
跟进方式与话术
基于客户可能顾虑发邮件：
假设前几次跟进推测客户对价格迟疑，邮件主题写 “Special Consideration on Price for [产品名称]”
正文 “Dear Mr./Ms. [客户姓名]，we value your potential business and understand price is a key factor. We've reviewed our quotation again and can offer some flexible options [比如适当让利、调整采购量对应价格梯度等] to better suit your budget. Let's discuss how we can reach a mutually beneficial agreement.”
若是觉得产品匹配度可能有问题，主题 “Discover How [产品名称] Can Align with Your Needs”
正文里详细阐述产品如何契合客户业务场景、解决痛点，引用同行业类似成功应用案例，引导客户重新审视产品价值。
提供案例或样品吸引：
如果产品有现成国外客户使用好评案例，附上案例截图、客户反馈等，说 “We've helped [案例客户公司名] in [客户所在行业] achieve [具体成果，像提高效率、降低成本百分比等] with this product. Would you like to learn more about how it can do the same for you?”
或是主动提出寄送小样，写 “To give you a better understanding of our product quality, we'd like to send you a free sample of [产品名称]. Just let us know your shipping address when you're ready.”
目的
此时要直击客户潜在痛点，通过针对性让步(价格、提供更多信息、样品等)打破僵局，让客户看到诚意以及产品实实在在能帮到他们的地方，刺激客户做出回应。
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第四步：激活性跟进(第三次跟进后一周左右)
跟进方式与话术
社交平台互动+邮件：
先在领英等常用社交平台，搜索到客户个人账号，适当点赞、评论他们发布的行业动态、公司消息，建立和促进 “线上联系氛围”。
随后发邮件，主题 “Connected on LinkedIn, Interested in Your Business Progress”
正文 “Hi Mr./Ms. [客户姓名]，I noticed your recent posts on LinkedIn about [提及客户公司业务新动态]. It's impressive! Regarding our previous quotation for [产品名称], we're still very keen to explore合作机会 with you. We believe our product can support your ongoing development in [客户业务拓展方向等]. When can we set up a call or meeting to move this forward?”
把社交互动作为契机，引入报价合作话题。
参加展会邀请：
如果近期有行业展会，邮件邀请客户 “There's an upcoming industry trade show in [展会地点] from [日期]. We'll be exhibiting our latest products, including [产品名称]. It would be a great chance for you to see our product in action and meet our team. Would you be interested in attending? We can arrange a meeting there.”
目的
换种轻松的社交、线下活动角度切入，给客户营造新新鲜鲜的互动感，让跟进不再只是单调的问是否接受报价，而是和客户拓展更多业务交流可能，激发客户参与后续沟通的意愿。
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第五步：冲刺性跟进(第四次跟进后一周左右)
跟进方式与话术
邮件施加适度紧迫感：
主题 “Last Chance to Secure [产品卖点相关优势] with Our [产品名称]”
正文 “Dear Mr./Ms. [客户姓名]，after several follow - ups, we're eager to move this potential合作 forward. However, due to [编个合理理由，像原材料成本上涨趋势、旺季订单排期临近等], our quotation may need adjustments soon. If you can confirm your order or give us a clear signal within [具体天数], we can lock in the current favorable terms for you. Don't miss out on this opportunity for [再次强调产品能带来，好处如提升市场竞争力等].”
提供额外承诺保障：
比如写 “Once you place the order, we guarantee [交付期保障、售后质保延长承诺等]. You can rely on us for a smooth and reliable合作 experience.”
目的
经过前面多轮铺垫，此时给客户一定紧迫压力，配合承诺兜底保障，倒逼客户做决定，要么拒绝要么下单，避免一直拖下去。
通过这五步环环相扣的跟进流程，从温柔提醒、电话接触、针对性破局、另辟蹊径互动，到最后冲刺施压，把客户一步步引导回应，逐步靠近成交大门。外贸业务员们可以大胆实操起来，把那些沉默客户变成熟客源！
补充知识：
1.你缺的不是客户，而是跟进客户的能力！
2.客户砍价你就慌？学会递进拆解法轻松应对！
3.报价后客户就“消失”！怎么办？
4.邮件、报价、寄样、发PI客户都不回复怎么办？这样跟进打破僵局！
来源：waim外贸充电站