加拿大外贸
今天阿连逛论坛的时候，看了几张帖子都是说在广交会的时候确认了订单，最终经历了好几个月最终却没有确认订单，希望越大失望越大。这种由喜到悲的滋味阿连又何尝不知道呢，也许这都是我们外贸人必经的磨练吧。下面让我们从一些案例中学习判别订单是否能最终确认，以及应该如何提高订单最终确认的机率。Browsing on BBS today, I find some posts describing similar cases that customers fail to confirm orders after several months ultimately although they had confirmed orders at that time. The more hope you hold, the more disappointed you will be. Of course I know this feeling from being happy to be sad which might be our tribulations. Let’s learn to determine whether the order can be ultimately confirmed by cases below, and how to increase the probability of final confirmation of the order.
案例一
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Case 1
B君去年的时候通过客户公司网站了解到他们是目标客户，一直有联络他们公司的老板，通过不断地推荐产品，客户也对B君公司有了一定的了解，今年的广交会邀请客户过来，客户第一次看到产品，挑了两个当地市场热销的款式就让B君发PI。一切都似乎来得太顺利，差点让B君有点不敢相信。果然不出所料，广交会之后再联系客户确认PI的时候，客户就再也没有接B的电话，无论一天发多少邮件，客户也从来不回复。
last year, Mr. B confirmed that they were target customers by visiting customers’ company website. So he kept contacting with customers’ boss. Because of the continuous recommendation of products, the customer had a certain understanding of B’s company. In Canton Fair this year, B invited customers, and they required PI of two hot sale products in their local market when they saw the products for the first time. Everything went too well which seemed unbelievable. As expected, after the Canton Fair, customers didn’t answer B’s call for confirming PI. Regardless of how many emails he sent, the customers never replied.
B君后来自己总结觉得有几点很明显不靠谱的地方，一点是就印度市场客户合作习惯，客户居然没有讨价还价。第二点是客户对产品没有做详细的了解，只是随便看看就说发PI，一般客户对意向产品都会详细了解的。第三点就是整个过程显得有些仓促，客户说完让我发PI就匆匆离开了。
Afterward, Mr. B concluded that obviously there were some unreliable points. One was that it was opposite with Indian customers’ habits of cooperation: customers did not bargain. The second point was that customers didn’t have a detailed understanding of the product, but requested PI immediately. Generally, they would have a detailed understanding first. The third point was the whole process seemed hasty, because they hurried away after asking me to send PI.
阿连总结 Conclusion
像这类型的客户还是有一定的补救措施的，就是如果客户由于时间关系没有对产品进行深入了解，那在选择上肯定不利于我们，所以在客户还留在中国的期间，可以再次邀请客户过来加深了解我们的产品，这肯定能增大最终合作的机率。
There are remedial measures for this kind of customers. That is if customers have no in-depth understanding due to time, we have no advantage in choice. So when customers still stay in China, we can invite them to visit us again for further understanding of our products, which is sure to increase the probability of cooperation ultimately.
案例二
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Case 2
W先生没有做过销售B的产品，但是今年想开一个新的项目，刚好就是B公司的产品。由于B有与W的同事一直有联系，在W同事的极力推荐下，W在广交会的时候来了B的摊位，并表现对B公司产品的意向很大，还挑了4、5款让B发PI给他，当时B问W想买几个柜，客户说一个小柜混4、5个型号，因为他们是商场，而且才刚开始做这个产品，所以想要多几个款式开发市场。因为B公司不允许小柜混这么多个型号，所以单纯的B当时就直接告诉了客户只能混装2个型号，客户的脸色也顿时凝重起来，犹豫片刻后就说到时候回国之后会进一步确认给B。然后就没有了然后。
Mr. W didn’t purchase the product as B’s, but he would like to develop a new project, which was B’s products. As B had kept contacting with W’s colleague, in colleague’s highly recommendation, W came to B’s booth in Canton Fair and was quite interested in their products. In addition, W chose four to five models for PI. When asked how many containers he needed, the customer answered that mixing 4-5 models in one 20 feet. As he sold in shopping mall and just started the business, he wanted more models to test the market first. But mixing so many models in one 20 feet was not allowed in B’s company, customer became dignified immediately when the innocent B told him that directly. After hesitation, he said he would confirm after going back to country, and then nothing.
阿连总结 Conclusion
看了这个案例阿连想骂人。想象下你表白被拒绝了会咋样？对于此案例，有人介绍的成事率比平时的高了，客户那么有诚意到你的摊位来谈，即使公司有规定，也有婉转的方法啊。你还可以引导客户跟着你的思路走的。先不要拒绝客户，让客户回去先检测过样板，客户对你产品肯定了,合作意向高了就更容易谈数量问题。其次，跟客户说公司是规定了不可以混装那么多款式的，但是我会把贵司的情况向公司反映并尽力申请尽量多的款式的。希望可以互相支持。客户知道你是为他着想了，自然会更愿意和您联系。此案例的销售过于直接拒绝客户（来，大家一起唱：你拒绝了我，你伤害了我……）。
I am so angry. Imagine that you are refused after expressing your love, what would you be? For this case, the success rate could be much higher if there was someone recommending you to customers. The customer was sincere to visit your booth, even if the company had relevant regulation, you could have indirect method. You could also guide the customer to follow your way of thinking. Do not refuse customers immediately but allow customers testing sample. It was much easier to negotiate amount if he was satisfied with your products and had purchasing intention. Furthermore, you could say that although mixing so many types was not allowed in company, you would reflect customers’ situation and tried your best to apply for more types, so wish mutual support. Once he knew that you stand in his shoes, he would prefer contacting with you. In this case, the salesman rejected customers directly (come on, let’s sing: you reject and hurt me…)
案例三
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Case 3
销售D的客户通过Linkedin了解到他们公司并到D公司拜访，后来顺利拜访，也很满意D公司的产品，表示一周之后回国确认订单。D一周后联系客户，客户首先以生产周期太长为理由婉拒，D作出让步同意了按客户所说的生产周期，然后客户又提出多个款式混柜，后来经过D向公司申请，也同意了客户的要求。D以为什么都满足客户就能成功下单了，然并卵，最终客户以他们市场部的人不同意为由，要求12月份的时候再确认订单。这是搞什么飞机？
Salesman D knew and visited customers through Linkedin and then had a successful visit. Because of satisfaction of products, he said he would confirm orders after back to country one week later. D contacted with customer after one week but he took the too long production cycle as excuse. D made concession to meet customers’ demand, but he requested mixing of several models. After applying to the company, he also agreed customers’ requirement. D thought he could get order as long as he met all demand. But it made no difference. Finally, customer required to confirm orders in December on the pretext of disagreement of marketing department. What were they doing?
阿连总结 Conclusion
阿连总结：但这种客户很明显的就是没有诚意，即使你满足他的所有要求，他还会有更多的问题刁难你，始终都不确认订单。
Conclusion: obviously, the customer was not sincere. Even if you meet all the requirements, he would make things more difficult for you, without confirming orders.
除了以上案例，阿连也曾经跟大家说过，广交会回来后，跟进客户是有一个黄金时间的，就是广交会刚结束后的第一周内就要尽快跟踪客户，千万别拖延，因为过了黄金时间你的订单成交率就会大大下降。你不急，竞争对手可急了，客户也急，结果可想而知。所以把握好黄金时间段才是最重要的。
In addition to the above cases, I had told you that, the golden time of following up customers is one week after Canton Fair without any delay. If the golden time has passed, the probability of transactions will be much lower. You don’t be anxious but your competitors do, so do customers. The result is obvious so grasping prime time is in the first place.
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