展會(huì)后,這樣分類跟進(jìn)客戶最高效(附:跟進(jìn)郵件模板)

2025-04-18|84次閱讀|開(kāi)發(fā)技巧

137屆廣交會(huì)如火如荼進(jìn)行中。作為眾多企業(yè)開(kāi)拓海外市場(chǎng)的重要平臺(tái),展會(huì)的意義不言而喻。
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對(duì)于外貿(mào)人來(lái)說(shuō),參展雖然辛苦,但收獲往往也非??捎^。不過(guò)要想成單,除了展會(huì)期間的展示與交流,展會(huì)結(jié)束后的客戶跟進(jìn)工作同樣關(guān)鍵,甚至可以決定最終是否能夠轉(zhuǎn)化為訂單。
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本期內(nèi)容,我們將圍繞不同類型客戶的展后跟進(jìn)策略展開(kāi),幫助大家更有針對(duì)性地提高跟進(jìn)效率與成單率。


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一、高意向客戶:抓住熱度,迅速出擊
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如何判斷高意向客戶?主要包括以下兩類:一類是展會(huì)現(xiàn)場(chǎng)已下單的客戶,另一類是表達(dá)出明確采購(gòu)意向的客戶(如明確型號(hào)、數(shù)量、交期等)。
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對(duì)于這類客戶,建議在展會(huì)結(jié)束后的24小時(shí)內(nèi)發(fā)送個(gè)性化跟進(jìn)郵件。郵件內(nèi)容應(yīng)盡量圍繞展會(huì)期間的交流細(xì)節(jié)展開(kāi),比如產(chǎn)品討論、特別需求、或者雙方談及的某個(gè)話題等,幫助客戶迅速回憶起你是誰(shuí)。
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若客戶當(dāng)時(shí)對(duì)某產(chǎn)品有明確興趣,可以直接在郵件中附上該產(chǎn)品的詳細(xì)信息與報(bào)價(jià)。同時(shí),若客戶提過(guò)打樣需求,一定要第一時(shí)間安排并同步打樣進(jìn)度。下面提供的這封郵件模板可做參考:
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Dear [客戶名],
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Hi [客戶名], it's [你的名字] from [公司名]. We met at [展會(huì)名], where you showed interest in [提及產(chǎn)品/服務(wù)]. I recall you mentioned [展會(huì)交流細(xì)節(jié)] — that was a great insight.
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Following up on our discussion about [產(chǎn)品/服務(wù)], I've attached the detailed information and pricing, including [任何特別要求或定制點(diǎn)].
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Would you be available for a short call this week to further discuss how our solutions can support your needs?
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Looking forward to hearing from you.
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Best regards, ?
[你的名字] ?
[你的聯(lián)系信息]
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二、潛在客戶:主動(dòng)出擊,激發(fā)興趣
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潛在客戶指的是在展位有停留、咨詢,并留下名片的客戶。針對(duì)這類客戶,建議在發(fā)郵件前先做一些“功課”,例如了解一下他們的公司背景、業(yè)務(wù)類型、市場(chǎng)方向等。然后根據(jù)了解到的信息,發(fā)送包含最新產(chǎn)品目錄、定制服務(wù)方案、合作成功案例等的郵件,吸引客戶注意。同時(shí),鼓勵(lì)客戶提問(wèn),以便進(jìn)行后續(xù)的溝通。內(nèi)容可參考以下郵件模板:
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Dear [客戶名],
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Hello [客戶名], this is [你的名字] from [公司名]. We met at the [展會(huì)名], and I hope you had a pleasant journey home.
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I remember you shared some thoughts about [展會(huì)上的交流點(diǎn)] — it left a strong impression. I'm sharing our updated product catalog, which includes several solutions aligned with your potential interests.
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Please feel free to ask any questions or let me know if you'd like to explore specific product lines. I’d be happy to schedule a call at your convenience.
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Warm regards, ?
[你的名字] ?
[你的聯(lián)系信息]
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三、普通客戶:持續(xù)觸達(dá),建立聯(lián)系
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普通客戶指的是短暫停留、簡(jiǎn)單了解產(chǎn)品,但未表現(xiàn)明確興趣的客戶。雖然他們的意向度不高,但也不容忽視。
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建議通過(guò)發(fā)送一封包含主打產(chǎn)品介紹或限時(shí)促銷信息的郵件來(lái)激發(fā)興趣,同時(shí)利用郵件追蹤工具,觀察對(duì)方是否打開(kāi)郵件、點(diǎn)擊了哪些鏈接等,便于后續(xù)做進(jìn)一步判斷。
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如果短期內(nèi)沒(méi)有回復(fù),也可以制定輕度觸達(dá)的中長(zhǎng)期跟進(jìn)計(jì)劃,定期發(fā)送新品信息或行業(yè)動(dòng)態(tài),維系聯(lián)系,挖掘潛在機(jī)會(huì)。郵件模板如下:
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Dear [客戶名],
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It was a pleasure meeting you at [展會(huì)名]. I hope you found the event insightful.
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I’m sharing with you our product catalog, along with some featured items that are popular among our clients. If anything catches your eye, I’d be happy to provide more details or arrange a call to discuss.
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Looking forward to staying in touch and hopefully working together in the near future.
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Best regards, ?
[你的名字] ?
[你的聯(lián)系信息]
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展會(huì)是一場(chǎng)信息密集且高效的線下?tīng)I(yíng)銷活動(dòng),而展會(huì)后的跟進(jìn)才是將“可能”變?yōu)椤俺山弧钡年P(guān)鍵一步。希望本期文章能給邦友們帶來(lái)啟發(fā)。


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