转载美国进口商协会外贸业务知识的翻译

转载 网络  2020-08-22 11:46:03  阅读 445 次 评论 0 条

More and more Americans, Canadians, and importers/wholesalers around the world are using B2B (business to business) web sites to look for and buy their products. In the next few years the majority of all goods purchased from foreign exporters by US and Canadian importers will be bought from B2B web sites.
The Database List of USA Importers and Wholesalers CD () has a List of the Top 158 B2B Web Sites Used by Importers in the US and Worldwide to Buy Their Products. Some of these web sites can be used free of charge, other sites you must pay a small monthly fee.
A recent study by Forrester Research estimates that global B2B e-commerce trade will grow from about $406 billion in 2000 to a incredibly high $2.7 trillion in 2004. E-commerce helps businesses operate more cheaply and efficiently. B2B e-commerce helps exporters and importers work better together on industry supply chains.
B2B Web Sites are the Wave of the Future
Soon the vast majority of all international buying will be done over the internet.
Using the B2Bweb sites on this list is easy, quick, effective, and the costs are very low. We asked importers in the US and several other countries what B2B web sites they used to buy their products. Their top choices are on this list.
You can find importers that are ready to buy in two ways:
- In the "To Sell" section of these web sites you can list your company name and product. Buyers who also visit this same web site will see your listing and will contact you if they are interested.
- In the "To Buy" section of these web sites buyers around the world have indicated what products they want to buy. You look over these lists to see if you sell or can sell any products on the lists. If you can you contact the buyer and make a proposal.

美国人对于网站的使用

A Must Have in Today's Business World
If you want to sell your product in today's business world you need a web site. Those companies without a web site are at a serious disadvantage. Buyers these days expect sellers to have a web site. Those who do not have one are looked upon as not knowing how to do business in the modern business world.
Let's look at it this way. Let's say that you called a company and asked for their fax number. They replied that they do not have a fax number because they don't use a fax machine. What would you think about this company? You would think that they were small, not serious, and didnÕ;t know how to conduct business.

 

 

 


And so it is with a web site. If a buyer sees that you as a seller do not have a web site your company looks small. Regardless of how big your company is, if you do not have a web site then to the buyer you are small.
How to Get a Web Site
The first step in getting a web site is deciding on an address for your site (called a URL). The important point to remember here is to make the URL as easy to remember and as short as possible. Generally it is the first and second words of the company name. For example if the company name is Golden Textile and Clothing Inc., the desired URL might be www.goldentextile.com.
Don't make your URL too long. It is too hard to remember and there are too many chances to type the wrong letter and thus not be able to download the page. In the above example, www.goldentextileandclothing.com would be too long. Remember too that the name between the www. and the .com is also going to be the base for your e-mail addresses. Make sure your URL is easy to remember and not too long.
After you have chosen a URL the next step is to see if it is available or already taken by another company. It can be a real challenge to pick a URL that is easy to remember, not too long, AND available. Go to www.namesecure.com or www.networksolutions.com to see if the URL you chose is available. If it is register it QUICKLY. If it is not then you must choose a new name for your URL.
If www.goldentextile.com in the above example is taken by another company then try www.goldentex.com or www.goldentextileclothing.com. Neither of these is as good as the first choice, but you have no choice if the first choice is taken by another company.
After you have a URL that is registered with a company like namesecure, the second step is to choose an internet company (called an ISP) that will host your web site. Most countries have several ISPs for companies to choose from. In the USA, for example, the best and most reliable is Earthlink (www.earthlink.net).
Designing Your Web Site
Step three is to design your web site. This is very, very important. A well designed web site can make you successful. A poorly designed web site can almost guarantee your failure. Your web site does not have to be, and should not be, complex. Most of your viewers will be using a slow dial-up internet connection. Sites with lots of graphics and animation take too long to download.
Should you design the web page yourself or have it designed by a professional? Most companies are better off having it designed by a professional. It is important that your site look nice. Those who want to design the site themselves can use programs such as GoLive or Dreamweaver.
There are certain pieces of information on web sites that buyers are looking for. Always remember two things. First, not everyone on the internet is honest. Buyers will be looking carefully at your web site for information that indicates you are a reliable and serious exporter.
And second, the purpose of your web site is not to sell. That's your job as the seller. The functions of the web site are a) to provide information about your company and products AND b) to encourage the buyer to send you an e-mail asking for more details and a price quote. Professional web site designers understand the first part about providing information, but very often miss the second part about encouraging the buyer to send an e-mail.
If designed properly, the buyer will be guided through your web site from page to page until finally they get to the "send us an e-mail" page. The first page that the buyer sees when logging onto your site is called the "Home Page". This page should have your company name, logo, and several buttons (called links) which when clicked take viewers to other pages on your site.
The second page that many buyers will go to is your "About Us" page. This is a very important page in convincing buyers that you are reliable and serious. Make sure that the company address is prominently listed on this page. All too often companies try to hide this information. If possible, put a picture of your main office or factory on this page. Make absolutely sure that you list your company's telephone number and fax number. Buyers want to know that if there is a problem with an order they can get in contact with you.
On your "About Us" page you should also list any organizations that you are members of. If you are a member of the local chamber of commerce you should list it here. List all professional associations that you are a member of.
The next page that most buyers will look at is the "Products Page". On this page or pages you should show the buyer what you offer. Give some detail but not too much. The goal is to have the buyer contact you by e-mail. At that point you can start the negotiating process and hopefully get the order. If you donÕ;t give enough information on the products page the buyer will not be interested or will not take you serious. If you give too much information then there is no need to contact you and you have no chance to negotiate.
Once the prospective buyer has looked at your products then the next page he or she wants to see is your "Quality Control" page. It is VERY important that you have a quality control page on your site and that it contains at least the next three items. Show a close up picture of a quality control employee who is carefully examining one of your products. Buyers like to see that products are carefully inspected after production. Also include a picture of the quality control department as a whole. There should be several employees looking at products that have just been produced. And thirdly, have a close-up photo of your Quality Control Manager and his or her name listed under it. Buyers want to see that if there is a quality problem with an order that there is a person with whom they can talk.
After the prospective buyer has seen your "home page", been convinced that you are a genuine company by looking at your "About Us" page, examined your products on your "Products Page", been assured that quality is a priority for you by reading your "Quality Control" page, then comes the most important page. Unfortunately, most web sites miss this point and lose many orders.
"Give Me Your Best Price on ..."
The last page you want the prospective buyer to view is the "E-mail Us" page. You want this person to send you an e-mail which says something like "Give us your best price for ...". Once you have this e-mail message then you can start the negotiating process which will, hopefully, lead to an order.
Make it easy for the buyer to e-mail you. Put "Contact Us" or "E-mail Us" buttons on every page of your web site. The goal is to get that initial e-mail message. Without it your web site is just information.
After your web site is designed the way you like it, you must upload it onto the servers of the ISP you have chosen. And suddenly there you are – accessible to the world.
But how do prospective buyers find you among millions of other URL addresses? Several ways are discussed later. But for now let's talk about search engines. Search engines (Yahoo, Google, AltaVista, HotBot, Lycos, and many, many more) are web sites that people go to when they are looking for specific information. You should register your URL with as many search engines as you can. Some charge money for registration (like Yahoo). Others are free.
The important things to remember are if you don't have a web site, get one. You are at a SERIOUS disadvantage if you don't. If you have one check it to make sure it guides the buyer through the steps mentioned above. Make sure your web site looks nice but is not heavy with too many graphics and animation that make it slow to download.

美国人对于E-MAIL联系客户的使用

The Internet - Where the Customers Are
E-mail can be a very effective tool for marketing your products to buyers around the world IF you know what you are doing and follow certain rules. The important word here is -IF-. Those who do not know what they are doing or do not follow the rules quickly get a bad reputation and rarely have successful campaigns.
Some of the companies on the Database List of USA Importers and Wholesalers () have included either their e-mail address or their web site address.
Our Exporting to the World Using the Internet () database list has the email addresses and/or web site addresses of companies around the world (including the USA)
Why is e-mail so popular? First of all it's easy to get. When you register your URL web address with the internet service provider (ISP) as mentioned above you automatically get several e-mail addresses. It is important that you have at least three basic e-mail addresses. Buyers are looking for them and if you donÕ;t have them it raises suspicion about your company.
Your e-mail address after the "@" sign will be your URL that you registered. For example if the URL is www.goldentextile.com, this companyÕ;s e-mail address including the "@" sign will be Ò;É;..@goldentextile.comÓ;. Buyers want to know where they are sending their messages. For this reason you should be very specific about where the message is going. Goldentextile@goldentextile.com is a poor e-mail address. It does not give any indication what department the message is going to.
Every export company should have at least these three e-mail addresses: sales@.., export@.. , and support@.. . The three e-mail addresses for the company above would be sales@goldentextile.com, export@goldentextile.com, and support@goldentextile.com. By using the first two e-mail addresses the buyer knows that the message is going to the sales or export department. Having the support@goldentextile.com address tells the buyer that there is a department that can help them if they should have a question or problem after the order arrives. Having these e-mail addresses at your company greatly improves the chances of a buyer taking your company more seriously. Not having them means that the buyer may not know how to contact you.
Free E-mail Addresses = Many Lost Orders
You should never, never use a free e-mail address (like yahoo, hotmail, netvigator) for business. Never. Buyers do not trust these e-mail addresses. Always remember that image is more important on the internet than it is face-to-face. When you send an e-mail message to an importer the first question the importer asks him/herself is: Does this look like a serious offer or is this person trying to cheat me.
Having a free e-mail address like yahoo or hotmail is like using a public coin-operated pay phone for your company telephone. Using a free e-mail address says to the buyer "We are not serious enough to get our own telephone, but if you call this pay phone number located in the street near our office we will run out of the office and try to answer it." Free e-mail addresses are bad news.
Another of the many reasons you should not use free e-mails addresses is because of security. Buyers will often send confidential information in an e-mail message. This might include credit card information, bank account information, or confidential company information. If this message is sent to a dedicated e-mail address (like export@goldentextile.com) the message goes from the buyer's computer to the buyer's ISP, to the exporter's ISP and then to the exporterÕ;s computer. The chances of this message being stolen are reduced.
If, however, the buyer sends confidential information to a free e-mail address (like goldentextile@hotmail.com) it goes through several ISPs on its way to the exporter. The chances of the message being stolen are greatly increased. For this reason, buyers do not like to use free e-mail addresses.
Having an e-mail address like export@goldentextile.com shows that the buyer has registered the URL with the local internet service. If there is a problem the buyer can be found through the internet service. Companies that try to cheat other people use free e-mail services (cheatyou@hotmail.com) because they do not have to officially register. If you complain about this company there is no address on record for follow up.
The bottom line is this, if you have a free e-mail address get rid of it now. Register your company URL address with a local internet ISP and get a dedicated e-mail address. You will notice a dramatic increase in the number of buyers that will contact you.
The second reason that e-mail is so popular is because it is cheap. It costs nothing more than your time. No paper expense, no postage, no envelope expense.
The third reason it's popular is that sending e-mail messages is relatively easy. Yes, you must keep a database and make sure it is up-to-date. Yes you must compose the message. But anyone who can use a word processor can also write an e-mail message.
Effective IF You Do It Right
There is a right way and a very wrong way to market your products by e-mail. First let's discuss the right way.
You should always have the personÕ;s permission before you send them a sales e-mail message. The common question is "How can I ask them if I can contact them until I contact them?" Good question. Here's the answer.
Go through all the e-mails of prospective buyers that have contacted you in the past. Send each of them an e-mail asking if they would like to be on your "mailing list". Many of them will say yes.
Secondly, there are e-mail address lists that you can buy (). These are e-mail addresses of companies that might be interested in your product. But you should contact them first and ask for permission to send them a sales message.
The third way to get permission to send prospective buyers an e-mail is have them "opt-in" for your list. On your web site you will announce that you have periodic announcements of your products and if the viewer wants to get on (or opt in) the mailing list that they should contact you.
As an example, exporters who want to get on a mailing list of a free monthly newsletter offering advice and trends on marketing to the USA should go to www.americanimporters.org/pages/emailfor.html .
Also add to the list the e-mail addresses of people you meet at trade fairs and got letters from. Over time, you will have a very nice list of the e-mail addresses of prospective buyers who want to hear from you.
If you have a new product that you think the buyers might be interested in you can send a message to everyone on your list. Do not send too many messages however. One message every two or three months is enough. Less than this and they forget you. More than that and they thin you are sending too many.
Make the messages you send as interesting as possible. In addition to introducing your new product you should also include some interesting information. Buyers will read it if they think they will learn something. They may or may not read it if it is only a sales message.
Write your messages just like you would a sales letter. Use upper and lower case letters (not all capitals) and complete words (no abbreviations).
How NOT to do E-Mail Marketing
One thing that you do not want to do, never ever, is send a sales e-mail message to someone who has not asked for it. It is one of the worst things you can do.
ItÕ;s very tempting to do. You find the e-mail address of a company that might be interested in your product and you say to yourself, "I'll send them an e-mail. What do I have to lose?". The answer is that you have a lot to lose.
Sending a sales e-mail message to someone who did not ask for it called "SPAM". It is considered a very unprofessional and rude thing to do. SPAM messages are hated by everyone. It is the most offensive and at the same time least effective way to market on the internet.
In short, sending SPAM e-mail messages is not an effective way to sell your products. ItÕ;s a waste of your time and that of the person who gets your unwanted message.
But there is something even worse. Sending SPAM sales messages gives your company a very bad reputation. You become a "SPAMMER" and buyers around the world hate spammers.
It's this simple. Sending e-mail messages to buyers who have asked for it can be very effective. Sending SPAM e-mail message to people who have not asked for is ineffective and destroys your company's reputation. Please, don't send SPAM.
-Do's and Do nots of an E-Mail Message-
Do make sure you have permission to send that person the message.

Do make the message interesting.

Do have a message at the end of the message telling the buyer what to do if he/she does not want to get your messages anymore.

Do keep your e-mail message short. No one wants to read a long message. Give the highlights and direct the buyer to your web site for more details.

Do answer all e-mail messages in one business day or less.

Do use e-mail addresses that identify your company and the department. Examples are "export@goldentextile.com"

Don't ever, ever send SPAM.

Don't use all capital letters. It looks like you are shouting or yelling and is rude.

Don't use abbreviations. It's considered lazy. Buyers do not like to do business with lazy people. The question is, if this exporter is so lazy that he writes "B. Rgds" instead of "Best Regards" is he also too lazy to make a good product?

Don't use free e-mail addresses. They are not trusted. Examples are goldentextile@yahoo.com.

Don't make the sender guess where the e-mail is going. For example, with webmaster@goldentextile.com the message could be going anywhere in the company. Buyers like to know where the message is going. Always have specific addresses like "sales@goldentextile.com".

Don't use different colors and different font sizes on your message. It's considered childish and unprofessional. Use one size and all black.

Don't use a colored background. Again, it's considered unprofessional. In addition, they can be hard to read. Always use a white background with black text.

美国人写商业信函

Paragraph One: Attracting Attention
The first sentence must get the reader's attention. Asking a question in which the answer is guaranteed to be "yes" is a good way to start. "Would you like to improve your life?" The opening paragraph, in fact the first sentence, should excite curiosity or attract the attention in some way that will make the reader continue to read the letter.
The most difficult paragraph to write in a sales letter is the first one. You have just a few seconds to get the reader's attention.

Would you like to see your factory's production increase by 15% or more?
Wouldn't you prefer to have your wedding pictures taken by the leader in the field?
Another way to start a sales letter is to write a sentence that will surprise or shock the reader.
In 1996 we helped over 250 small businesses like yours to increase their productivity.
Since 1991 we have grown from a small printing company to one of the largest publishing houses in the city.
If you are contacting the customer for the first time or if your company is unknown, you might start with a general introduction of yourself.
Example A:
Alfred's Textile Marketing Co. Ltd. is a leading Russian manufacturer and exporter of socks and hosiery. The range of our product line, good quality, and competitive prices have made us one of the fastest growing companies of its kind in Russia.
Example B:
Floppy Textile Buying Agency, established in 1987, is one of the fastest growing agents in India. We currently represent a number of major European importers, such as Fe Fe LaMew Mail Order of France and others.
Other Examples:
The ABC Trading Company was founded in 1986 to serve the construction industry in New York state. Since then we have expanded our market year by year to where we now have customers in 12 countries around the world.
Paragraph Two: Building Interest and Desire
The second paragraph must convince the reader of the value of the product. When you have succeeded in getting the reader's attention, you must hold that attention. The best way to hold it is to build interest by describing your product so that the reader can virtually experience it. Use colorful, de****ive words.
In paragraph two you must show the reader that he/she either
- needs your product (a car)
- could use your product (an easier inventory system)
- should not be without your product (insurance)
OR - would benefit from your product (a new line of clothes he/she could sell)
Sentence by sentence you lead the reader through your sales pitch. If he closes his eyes he can see that new car, going home earlier because of his new inventory system, the comfort of having insurance, and increased sells because of the new line of clothes.
Example A:
Located in Moscow, we produce a wide variety of socks and hosiery items in a cotton-woolen-nylon blend for men, women, and children. These socks are of good quality, are popular with customers, and sell well. Our total production averages 10 million pairs per year, 70% for export and 30% for the domestic market.
Example B:
We are happy to announce that we are now offering this same service to American import companies like yours. From our office in New Deli, the heart of low cost and good quality ready- to-wear garments, we can supply your company with whatever kind of apparel you would like.

Paragraph Three: Convincing the Reader
If you have done your work well to this point, the reader is already interested and is partially convinced. You must convince readers that it is to their advantage to buy your product or use your service.
If the reader has read your letter to this point then he/she is interested in your product. Paragraph three convinces him/her to buy it. It is here that you show what buying your product would mean to the reader.

Example B:
The wide range of Indian export companies that we work with insure you of getting just the items that you are looking for. Whether it be baby wear, children's wear, ladies and men's outer and underwear, leather wear, socks, belts, bags, shoes, or household items such as bed linen, towels, bathrobes, or table clothes we can make sure that you get the quantity you need at the best possible price. And our staff of quality controllers insure that the garments are well made.
Other Examples:
The machine that we sell is called the Safehouse. It turns the lights on at your house at night when you're coming home. And you can reverse the process when you leave, turning off the lights when you have locked the door, gone down the steps, and left the yard. Amazingly, the Safehouse weighs only 150 grams and fits easily in your pocket or purse.
Paragraph Four: Directing Favorable Action
You have now reached the point where if your letter was successful, you must move the reader to act. The fourth paragraph must tell the reader what to do to get the product. Tell the reader exactly what you what him/her to do and make it easy to do. The desired action is go to your web site to get more information and, hopefully contact you for specifics or to place an order. Even the most highly motivated and excited customer will not act if the action you are requesting is too difficult
Example A:
Our company is expanding its market to include the United States and we would like very much to do business with your company. Enclosed is our price list (brochure) describing our wide range of products. I would welcome the opportunity to introduce you to our line socks and hosiery. For more information or to place an order, please visit our web site at www.nicesocks.com..

Example B:
If you would like to take advantage of the services that Floppy Textile Buying Agency has to offer your company, please log on to our web site at www.floppytextile.com or contact us by fax at (56/324) 785 48 96. Thank you. We look forward to hearing from you.

Other Examples:
To order, please go to our web site at www.swimsuit.com, or fill out the enclosed order form and send it by fax or post to our office in Washington. Before you know it, you will be wearing this beautiful men's business swim suit - and feeling like royalty.


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A Typical Well Written Letter for An Agent
Star Textile Exports, established in 1987, is one of the fastest growing agents in Turkey. We currently represent a number of major European importers, such as Blue Cloud Mail Order of France and others.
We are happy to announce that we are now offering this same service to American import companies like yours. From our office in Istanbul, the heart of low cost and good quality ready-to-wear garments, we can supply your company with whatever kind of apparel you would like.

The wide range of Turkish export companies that we work with insure you of getting just the items that you are looking for. Whether it be baby wear, children's wear, ladies and men's outer and underwear, leather wear, socks, belts, bags, shoes, or household items such as bed linen, towels, bathrobes, or table clothes we can make sure that you get the quantity you need at the best possible price. And our staff of quality controllers insure that the garments are well made.

If you would like to take advantage of the services that Star Textile Buying Agency has to offer your company, please go to our web site at www.startextile.com, or contact us by fax at (90/212) 123 45 67.
Thank you. We look forward to hearing from you.

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A Very Simple Sales Letter
Dear Sirs,
We are a Polish company that specializes in making men's shirts and would like to tell you about our line of products.
Our products are special because they are made of good quality cloth . In the 15 years that we have been selling our products we have made a good name for ourselves in countries around the world.
Enclosed is a price list and brochure. If you would like to place an order or receive more information, please log onto our web site at www.polishshirts.com, or contact us by telephone.
Sincerely yours

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A Simple Proposal Letter
Dear Mr Customer:
Thank you for your interest in our company. Enclosed is the proposal that you requested.
The Model XR 17 is designed to help those companies who want to sell the latest model on the market, at the best possible price. This low-cost machine is made in Germany - the land of good quality machines.
This model sells well because:
the price is competitive
the technology is state-of-the-art
there is a great demand for such a machine.
We hope that you will soon join the growing list of companies that are selling our model XR 17. If you would like more information, please visit our web site at www.modelxr17.com or contact us directly.
Sincerely yours,

Just like there are good ways to sell to the USA () there are also bad ways to sell. Here are a few of them starting with the worst:
Don't Send Mass E-mail Mailouts (SPAM)
A good e-mail marketing strategy can be very effective in finding new customers. For a list of some importers and wholesalers in the USA and their e-mail addresses But these e-mails should be personalized (addressed to that company) and sent on a one by one basis.
You should NOT gather several e-mail addresses together and send a message to all of them at once. Importers HATE to get e-mails like this trying to sell them something. It's called SPAM and it is not an effective way of marketing your product. It called "poor man's marketing". In addition, it is illegal in the US.
Think of it this way. When is the last time you ordered a product from someone who sent you a SPAM e-mail message? Probably you never have. And importers do not order products from SPAM e-mail messages either.
To find out how to use e-mail as an effective marketing tool
Don't Send A Fax
This is a step up from e-mailing, but is still a bad way to try to sell your products. Faxed pages are only black and white and you can send only one or two pages. Usually exporters can send a nice brochure by mail (the preferred way of marketing) for the same price as they pay for long distance telephone charges to send a fax. Avoid sending your sales letters by fax.
Don't Send Sales Letters that Have Spelling/Grammar
Mistakes or Use Out-of-date English
The sales letter that you send to a prospective buyer is your representative of your company. If it looks good then you look good. If it looks bad then you look bad. For a sample of a good marketing letter
Check your letter to make sure there are no spelling mistakes. Do not use abbreviations like you are using a telex. For example, using "pls" for please and "u" for you make the importer think that you are lazy.
Do not use out-of-date sentences like "Would you be so kind..." and "Under separate cover please find..." These old sentences show that you are old fashioned.
Never push the importer to do something. Sentences like, "I am looking forward to your favorable reply" are pushy and should not be used. Never use words like "prompt", "ASAP", "at your earliest convenience" etc. They are rude and pushy. US importers are professionals. They will answer you because it's the business-like thing to do. Not because you push them.
Don't Send Letters that Use the Word "introduce"
in the Opening Paragraph
Letters that start something like "We would like to introduce ourselves" are in fact screaming "I'm a boring sales letter!" Do not use the word "introduce" when trying to sell your products. It's an immediate turn off.

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Here is a list of words and phrases that you should not use
because they are old-fashion or rude
(in red, like blood because if you use them your
change of success is dead).
Under it is the modern word or phrase that you should use
(in green, like US money because if you
use them you'll get orders).
Would you be so kind
Please
I would like to take this opportunity to...(thank you for)
Don't use this at all. Start with your sentence. Thank you for...

kindly (X)
please

thank you in advance (X)
(Don't use it. It's impossible to thank someone before they do something!)

acknowledge receipt of (X)
Thank you for

advise (X)
say, tell, let us know

am in receipt of (X)
I have received

as per (X)
as, according to

at this time (X)
now

due to the fact that (X)
as, because, since,

duly
(Don't use it.)

enclosed please find (X)
enclosed, here

 

看看这个帖子加不加得了专家指数咯?呵呵!!算了,不加精也发了.Just like there are good ways to sell to the USA () there are also bad ways to sell. Here are a few of them starting with the worston't Send Mass E-mail Mailouts (SPAM)A good e-mail marketing strategy can be very effective in finding new customers. For a list of some importers and wholesalers in the USA and their e-mail addresses But these e-mails should be personalized (addressed to that company) and sent on a one by one basis.You should NOT gather several e-mail addresses together and send a message to all of them at once. Importers HATE to get e-mails like this trying to sell them something. It's called SPAM and it is not an effective way of marketing your product. It called "poor man's marketing". In addition, it is illegal in the US.Think of it this way. When is the last time you ordered a product from someone who sent you a SPAM e-mail message? Probably you never have. And importers do not order products from SPAM e-mail messages either.To find out how to use e-mail as an effective marketing tool Don't Send A FaxThis is a step up from e-mailing, but is still a bad way to try to sell your products. Faxed pages are only black and white and you can send only one or two pages. Usually exporters can send a nice brochure by mail (the preferred way of marketing) for the same price as they pay for long distance telephone charges to send a fax. Avoid sending your sales letters by fax.Don't Send Sales Letters that Have Spelling/Grammar Mistakes or Use Out-of-date EnglishThe sales letter that you send to a prospective buyer is your representative of your company. If it looks good then you look good. If it looks bad then you look bad. For a sample of a good marketing letter Check your letter to make sure there are no spelling mistakes. Do not use abbreviations like you are using a telex. For example, using "pls" for please and "u" for you make the importer think that you are lazy.Do not use out-of-date sentences like "Would you be so kind..." and "Under separate cover please find..." These old sentences show that you are old fashioned.Never push the importer to do something. Sentences like, "I am looking forward to your favorable reply" are pushy and should not be used. Never use words like "prompt", "ASAP", "at your earliest convenience" etc. They are rude and pushy. US importers are professionals. They will answer you because it's the business-like thing to do. Not because you push them.Don't Send Letters that Use the Word "introduce" in the Opening ParagraphLetters that start something like "We would like to introduce ourselves" are in fact screaming "I'm a boring sales letter!" Do not use the word "introduce" when trying to sell your products. It's an immediate turn off;Here is a list of words and phrases that you should not usebecause they are old-fashion or rude(in red, like blood because if you use them yourchange of success is dead).Under it is the modern word or phrase that you should use(in green, like US money because if youuse them you'll get orders).Would you be so kindPleaseI would like to take this opportunity to...(thank you for)Don't use this at all. Start with your sentence.

Thank you for...

kindly (X)

pleasethank you in advance (X)
;Don't use it. 9;s impossible to thank someone before they do something!)

acknowledge receipt of (X)Thank you for

advise (X)say, tell, let us know

am in receipt of (X)I have received

as per (X)as, according toat this time (X)now

due to the fact that (X)as, because, since,

duly (Don't use it.41;

enclosed please find (X)enclosed, here

 

转载美国进口商协会外贸业务知识
美国人对于B2B网站的使用
越来越多的美国人,加拿大人和世界各地的进口商和零售商都在使用B2B网站寻找并购买他们所需要的商品。在未来的几年中美国和加拿大的进口商所过买的大部分产品都会通过B2B进行。
美国进出口商&零售商…的数据单上有158个B2B网站,美国&世界的进口商们在这158个B2B网站上购买他们所需的商品。这些网站中的一些可以免费使用,还有一些就要每月交一部分费用。根据Forrester研究所最近的一份调查报告估计,全球B2B电子商务将会从2000年的4千零6亿美元骤升到2004年的2万7千亿美元。电子商务帮助商人更便宜更有效的开展业务。B2B电子商务使出口商&进口商在工业供应链条上更好的合作。B2B网站使未来商务的中流砥柱。在不久的将来,大部分的全球买家都会通过网络做买卖。用在这份名单上的B2B网址可以更快,更有效,更容易,而且费用更少。我们问过美国&其他很多国家的进口商,他们的首选网址都在这份名单上。你能够发现进口商会采取两个办法买东西:1. 在这些网站的供应一栏里你可以列上贵司的名字&产品。买家也会光临这些网站取搜索信息,如果他们感兴趣就会联系你。2. 在这些网站的求购栏里,全世界的买家都会把他们要买的东西简明的列出来。你可以查看是否有你要卖的东西。如果有你久可以联系买家并且寻盘。

 

美国人对于网站的使用一项当今商界必须有的东西: 如果你想在当今的商界卖出你的产品,就必须拥有网站。那些没有网站的公司使一个大的缺陷。当今的买家都希望买家有自己的网站。那些没有网站的公司会被看贬,被人认为不知道不知道现在的商业是什么。 我们可以这么看,假设你给一家公司打电话并要他们的转真,他们回答说他们没有传真号码因为他们没有传真机,你对这家公司会有什么印象?你也许会想这使家小公司,不重要,并且不知道怎么做生意。 这就是网站。如果你没有网站,买家就会把你看成是没有网站的小公司。如何得到一个网站 得到网站的第一步是决定你网站的地址(叫URL)。关于这一条重要的是是URL越简单越容易记越好。一般来说,这个名字就是你公司的第二个名字。例如如果公司名称是Golden Textile and Clothing Inc.,URL也许就会被设定成是www.goldentextile.com. 不要让自己的URL太长。太长了就太难记,并且输错字母的机会也很大,难以打开网址。在以上述名称为例,www.goldentextilandclothing.com 也许就太长了。还要记得在www.&.com中间的名字也要根据你的email的地址来设定。确定你的url容易记而有不是太长。 选好了URL之后,下一步就是看这个名字有没有已经被别人或是别的公司注册了,要挑选一个易记,不长有可以用的URL名字是很难的。取www.namesecure.com 或 www.networksolutions.com 去看看你选的URL 名字是否可以用。如果没有被选用就要快点注册,如果被用了,就快点想新的的名字吧。 如果上例中的 www.goldentextile.com 已经被其他公司用了,就选用 www.goldentex.com 或是 www.goldentextileclothing.com 吧。这两个名字都不如第一个好,但是最好的已经被别的公司用了。 在拥有了自己的象是namesecure的URL以后,第二步就是选一家网络公司(叫ISP)来帮你维护你的网站。例如,在美国,最好并且是最可以信赖的就是Earthlink( www.earthlink.net ).

 

设计自己的网站第三步就是设计自己的网站。这是非常非常重要的一步。一个设计良好的网站可以帮助你走上成功之路。一个缺乏设计的网站会让人失去信心。你的网站不必要也不需要多么复杂。大多数浏览你网站的人用的都是拨号上网。拥有太多图片&动画的网站打开的速度太慢。 是应该自己设计还是找专业人士设计网站好呢?大多数公司都愿意找一家专业公司来设计网站。你的网站看起来漂亮是很重要的。那些想要自己设计网站的人可以用Golive或是Dreamweaver的模板。 当然这两种网站里都有信息。要记住两点:1. 并不是每位在网上的都是客人。买家会从你的网站仔细寻找信息以保证你是可靠并且是严肃的出口商。 2. 你建网站的意图不是卖网站。那是你作为卖家的工作。网站的作用有:a. 提供你公司产品的信息,b. 鼓励买家给你发email询问更详细的信息并且寻盘。一般来说,专业网站的设计者会把精力放在第一个环节,即提供信息,但是却会忽略了第二部分,即鼓励买家发email. 如果设计的合理,买家就会顺着网站的指引一页一页的看,一直看到“请回函”的那一页。客户打开的第一页就是首页。在这一页应该有你公司的名称,商标,&不同的链接,这些东西可以帮助买家浏览你的其他页面。 第二页买家会看“关于我们”,这一页很重要,可以让买家知道你是否是可靠&严肃的卖家。确认公司地址要在这一页的显著位置。很多卖家都会忽略这一点。如果可以,最好是在这一页放进公司的办公室或工厂照片。要确信该页有你公司的电话号码&转真号。买家想知道如果给你下订单和你联系是否有问题。 在“关于我们”这一页里,也应列出你们是什么组织的成员。如果你是当地商会的成员也要列上。列出所有你所属的专业机构。 下一页买家想看的就是“产品介绍”。在这一页里你应该战士给买家你要卖的产品。提供一些细节但是不要提供的太多。目标是让买家通过email&你联系。如果你不提供足够的产品信息,买家就不会产生兴趣,或是认为你不严肃。如果信息给的太多了,就没有必要联系你,而你也没有机会&他们联系了。 一旦潜在买家看到了产品一页了,接下来他或她想看的就是“质量控制”。在网站上有质量控制是非常非常重要的,他包括至少3个方面:1贴一张正在仔细检控产品的技术人员的照片。买家都喜欢看到自己要买的产品在成品后是经过仔细检验的。2在生产的时候有很多员工在看着。3 贴一张质检人员的照片并附上他或她的名字。买家想要知道如果产品出现了问题他可以找谁沟通。 在潜在买家看过了你的“首页”之后,确定你是可以信赖的公司就会去看“关于我们”一页,然后在“产品”一页确认你们的产品,在“质量”一页确认你们的产品质量是否可靠,然后就来到最重要的一页,单是很遗憾的是很多网站都因为没有这一页而失去了订单。 在最后一页你希望潜在买家可以看到“email联系我们”的字样。你希望这个人可以email给你并些上诸如“请给我们报价…”的字样。一旦你收到了这样一封信,你就可以开始谈判环节,这也许有希望可以带来订单。 让买家可以轻易的联系上你,在网站的每一页最后都表明你公司的联系方式,写上“联系我们”或“email我们”。目的是可以得到最初的邮件。没有这个环节你的网站就只是提供信息而已。 网站根据你的喜好建好后,你就必须把他上传到你选中的服务商那里。然后,你就突然&世界联系上了。但是潜在买家要怎么样才可以在成千上百的卖家中找到你呢?具体方法以后再谈。但是现在我们先来谈谈搜索引擎。很多引擎(如Yahoo, Google, AltaVisa, HotBot, Lycos,和其他许多网站)都是人们再搜索特殊信息时长去的网站。你必须再尽量多的网站上注册上你的URL。有些注册时要花钱的(如Yahoo).而另一些时不用花钱的。 重要的是要有自己的网站,如果没有就是重大的失误。如果你有一个就检查一下看看买家是否可以象上面提到的步骤一样看到想看的信息。要确保你的网站看起来漂亮但是又可以不被太多的照片&动画而影响下载速度。

 

美国人对与E-MAIL联系客户的使用 网络-有客户在那里。 如果你知道E-MAIL的用法并且遵循一定的规律,你就可以把你的商品推销给你的客户。重点在如果上。那些不知道正在做什么&不知道规律的人很快就会名声扫地,几乎做不到客户。在那份名单上的美国的进口商和零售商公司还包括他们公司的E-MAIL&网址。 我们用网络()数据表对世界输出的有这些公司(包括美国)的E-MAIL&他们的网址。 E-MAIL之所以如此流行的原因是什么呢?首先,它很容易就能得到。当你在网上注册你的URL时你的服务商就会自动的提供多个E-MAIL地址。拥有至少3个E-MAIL地址也是很重要的。买家通常是会注意这一点的,如果你没有,买家就会对你们公司产生怀疑。 你的在 @ 后的E-MAIL地址通常就是你注册的URL名字。举例如果你的URL是 www.goldentextile.com, 这家公司在@后的名字就是他们URL注册的名字。买卖通常都想知道他们的信是寄给谁的。因为这个原因选名字的时候就要谨慎。象是Glodentextile@goldentextile.com 这样的名字是很不好的名字。它没有明确表明这条信息是往哪个部门去的。 每个出口公司都应该有至少3个邮箱,例如:sales@… export@… and support@… 以上例未例,这三个邮箱地址就应该为:sales@goldentextile.com ,export@goldentextile.com 和 support@goldentextile.com. 用前两个邮箱是让买家明白他们的信是发给销售&出口部的。有support@goldentextile.com 是为了让买家知道如果在下定单之后出现问题应该找谁来谈。有了这3个邮箱能够让买家更加重视你的公司。没有这些就意味这买家不知道如何联系你们。 永远都不要用免费邮箱(如yahoo.hotmail.netvigator)做生意。永远不要。买家不相信这些地址。永远记住在网上交易想象更重要。当你第一次发盘给出口商的时候,出口商就会自己问自己:这个寻盘看起来严肃吗?还是只是这个人在戏弄自己? 用象是yahoo或hotmail之类的免费邮箱就象是用公司里的公用电话一样给人不正式的感觉。用免费的邮箱就像是在告诉买家他没有资格得到你的私人电话,但是如果你打这只在隔壁街上的付费电话我也会冲出办公室去接一样,免费邮箱是一个坏东西。 另一个不用免费电话的原因是安全问题。买家通常会把机密消息放在邮件里,这里面也许会有信用卡信息,银行帐户信息或是机密的公司信息。如果这类信息发到了诸如export@goldentextile.com这样的专业信箱里,消息就会从买家到买家的服务商到卖家的服务商在到卖家这里,信息遗失的可能性就会大大减少。但是如果买家把这些机密信息发到免费信箱如(goldentestile@hotmail.com),这些信息就会通过多个服务商才会到达卖家的手里。信息被盗的可能性就会大大增加了。处于这个因素,买家都不愿意用免费邮箱。 拥有诸如export@goldentextile.com 的邮箱表明卖家在当地的URL有注册。如果有任何问题,买家都可以通过网络服务商来解决。想要欺骗其他人的公司才用诸如 cheatyou@hotmail.com 之类的免费邮箱,因为他们没有官方注册。如果你抱怨这些公司没有地址可寻。接下来的一行就是,如果你有一个免费邮箱现在就丢弃吧。着当地的网络服务商为你的公司注册一个URL地址,得到一个专业的邮箱地址。你将会惊喜的发现联系你的买家会大幅度增加。 E-MAIL如此流行的又一个原因是便宜。在它上边浪费的钱还不如浪费的世界多。没有纸的费用了,没有了邮资,也省下了邮寄费。 第三个如此流行的原因是发送E-MAIL相对来说是容易的。对了,你必需要建立一个数据库并要保证是最新的。你必须安排信息。一个知道如何处理文字的人就可以用。

 

让你做的有效推销产品的信又正确的和错误的。首先来讨论正确的方法: 你在发买东西的邮件给客人的时候要得到他们的同意。通常的做法是“我们联系他们到时候要说什么?”,好问题,现在来看答案:仔细检查以前和你联系过的所有买家,给他们发件询问他们是否原因出现在你的“联系单”里,大多数都会回答愿意。 其次,你可以卖 一份邮箱地址名单。在名单上的公司也许对你的产品感兴趣。但是你还是要现发给他们一封信,看他们是否同意让你发销售信。 再次,让他们同意发销售信还可以让他们自己加入到你的名单里。在网站里你可以宣布你会定期宣布产品,如果浏览者想看到产品就给你发信联系你。例如,买家如果想得到免费的每月更新的信息&市场趋势,美国人就会去www.americanimporters.org/pages/emailfor.html . 在展会上联系的外国人也要留下他们的email,并给他们发信。时间一长,你就会发现又很多客户都想从你这知道消息。 如果你又了新产品,你就可以发给你认为对这项产品又兴趣的你的名单上的所有人,但是不要一次发太多。每隔2-3个月发一次就可以了。少于这个时间他们就会忘记你,多余这个时间他们就会就得你发信发的太频繁了。 要尽量让你发的信看起来有趣。信里不仅要包括新产品还要加一点有趣的信息。买家如果认为值得他们就会读。如果只是销售信他们就又可能不读了。 发信的时候要看起来尽量象销售信。用大小写,而不是全部是大写,用全拼,而不是缩写。

 

How NOT to do email marketing
第一件不要做的就是永远永远不要在客户还没有要商品目录的时候给他发销售邮件。这是你能做的最坏的事了。
你发现一个公司的网站,这个公司也许对你的产品又兴趣,然后你就对自己说我发信给他们,对我又有什么损失呢?答案是如果你不小心的话会损失很多。
发一封客户没要求的信件叫做垃圾邮件(SPAM)。这么做会被人为是不专业&无礼的。每个人都痛恨垃圾邮件。在网上做生意,这是最无礼&最无效的做法了。
至少,对于卖产品发送垃圾邮件是最无效的办法了。这种邮件对你和不想收到信息的买家来说都是一种时间上的浪费。
但是还有一种情况更恶劣,那就是,发送垃圾邮件对你公司的名誉损害非常大。你成为了“垃圾发送者”了,而全世界的买家都痛恨“垃圾邮件发送者”。
很简单,发信给询问的买家是非常有效的,但是给那些不想要你的信息的买家则是无效的,而且会损害贵公司的名誉。请不要发送垃圾邮件。
一封邮件应该包含&不应该包含的内容:
确定你是得到对方同意才发的信。
要让信的内容有意思。
在信的最后要告诉买家如果他们不想要贵司的信息你还有告诉他们什么。(例如给对方贵司的网站)
确定你的邮件内容简洁。没有人愿意读冗长的信件。把信的精华告诉对方,并直接提供给买家贵司的网站,以方便他们去网站浏览获得更多的信息。
确定在少于一个工作日中回复买家的信息。
确定用可以强调贵司名字&部门的EMAIL,例如export@goldentestile.com
永远不要发送垃圾邮件。
不要全部用大写。这回看起来象是在大声喊叫,很不礼貌。
不要用缩写。回被人认为是懒惰。买家不想和懒惰的卖家做生意。买家会这样想,如果一个人连“Best Regard”都用缩写,那么他们是不是也懒得做好产品呢?
不要用免费邮箱。免费邮箱不可信。例如goldentextile@yahoo.com
不要让发件者怀疑邮件的去向。例如,webmaster@goldentextile.com
这样的信息是可以被公司每个人都看到的。买家愿意知道邮件的接受者是谁。最好是有具体地址的,如sales@goldentextile.com 这就是一个好的邮件地址。
在你的邮件里不要用不同颜色&不同字体。会被认为是孩子气和不专业的。最好是全部用一个字体&黑色。
不要用彩色背景。这也会被认为是不专业的。另外值得一提的是,这样的信不容易阅读。最好是一直用白底黑字。

 

美国人写商业信函:
第一段:吸引对方的注意力
第一句话要吸引对方的注意力。问问题最好是让回答的人总是回答“是的”,是最好的。“你愿意改变你的生活吗?”象是这一类的充满好奇的疑问总是能吸引读者继续读下去。
在销售信件中最困难的就是第一段话。你只有几秒钟的时间可以吸引读者的兴趣:
你愿意看到你公司的产品销售量增加15%或者更多吗?
你愿意自己的婚纱照是这个行业最顶尖的人照的吗?
另一种可以吸引买家的销售信是要引起对方的兴趣或达到震撼对方的效果的。
在1996年,我们帮助了超过250家象你这样的小公司增加了他们的销量。
自1991年以来,我们从一个小的印刷厂发展成了本市最大的印刷厂之一。
如果你是第一次&客户接触,又或者是你的公司默默无名,你一开始可以先介绍你自己,
例子A:
Alfred's Textile Marketing Co. Ltd.是俄罗斯领先的袜业&针织品的出口生产商。我司的产品类型齐全,质量良好以及有竞争力的价格使我们成为了俄罗斯发展最快的公司之一。
例子B:
建立于1987年的Floppy纺织品购买代理公司使印度发展最快的代理商公司之一。我们现在代理欧洲多个进口商的产品,例如法国的Fe Fe LaMew 邮购和其他公司的产品。
其它例子:
建立于1986年的ABC贸易公司服务于纽约的建筑行业。自那时起我们的市场就每年扩大,现在已经拥有遍布世界12个国家的消费者了。
第二段:表明兴趣&意图
第二段必须让买家确信产品的价值。当你成功的吸引了买家的注意力后,你必须要让这种吸引力持续。保持吸引力最好的办法就是用精彩的语言描述产品,这样买家才可以最终体验你的产品。
在第二段,你必须对买家展示他或她
需要你的产品(例如车)
能够用你的产品(更简单的应用系统)
或者——能够从你产品受益(他或她可以卖的一套信衣服)
每一句话都要引导买家到达你的销售目标。如果他闭上眼睛,他能够看到一辆新车,应为有了新系统可以更轻松的回家,拥有保险的舒适和因为新衣服
例子A:
我公司坐落在莫斯科,生产大量针织&混纺的男士,女士,儿童袜子。质量上乘,在消费者种口碑极好,销量很好。我们每年的总生产量达到一千万双,70%销往国外,30%内销。
例子B:
我们高兴的声明我们可以象你一样提供给美国进口商一样的服务了。我们在新德里的公司,可以提供价格低廉,质量良好的衣服,我们可以提供你们要的任何款式的衣服。
第三段:说服买家
如果可以让买家看到这一段,他已经开始感兴趣并相信了一半了,你必须继续让读者相信买你的产品或是享受你提供的服务是有益处的。
如果读者读到了这一段就说明他或她们已经对你的产品感兴趣了。第三段就要说服他们买产品。在这里你要对买家陈述如果他们买了你的产品会得到什么。
例子B
我们和印度众多的出口商的合作何以为您提供您想要的产品。无论是儿童衣服,男士女士的内外衣,皮革衣服,袜子,腰带,包,鞋或是家庭用具,象是床上用品,毛巾,浴衣或桌布应有尽有,我们能够提供给您最物美价廉的产品。而且我们的质检部门回确保这些产品的质量。
其它例子:
我们买的机器叫安全屋(Safehouse)。在你晚上回到家以后它会自动开灯,当你离开的时候也同样方便,只要离开家门锁上房门灯就会自动关闭,然后你可以安心的下楼,离开院子。令人惊讶的是Safehouse的重量只有150克,可以轻易的放在你的口袋里或是钱包里。
第四段:直接有力的行动
不管你的信是否写对了,你的目的已经达到了。你能够让买家行动了。第四段要告诉买家如何得到产品。准确的告诉他或她怎么做,如何做更简单。直接的行动就是到贵司的网站上查询更多信息,希望可以联系你或下定单。如果你邀请对方的行动太难理解,即使是最有动机&最兴奋的买家也不会有进一步的行动。
例子A:
我公司的市场已经扩展到了美国,并且很希望能够有机会&贵司做生意。附上我们的价格表(小册子),里面有我司产品的描述。我希望能够借此机会向您展现我司的袜子和针织品。如果象得到更多的信息或是下定单,请浏览我们的网站www.nicesocks.com.
例子B:
如果您想得到 Floppy 纺织购买代理公司的优势服务的话,请浏览我司的网站 www.floppytextile.com 或发传真给我们,传真号是:(56/324)785 48 96 。谢谢,恭候佳音。
其它例子:
想要下定单,请登陆 www.swimsuit.com 或填写附件表格发给我们或传给我们在华盛顿的办公室。在你知道以前,你将会试穿这件帅气的男士商业泳装—感觉象是皇族。

 

写给代理商的模板信
明星纺织出口公司,建立于1987年,是土耳其发展最快的代理公司之一。我们现在为欧洲多个进口商做代理,如法国的蓝云邮寄&其他的公司。
我们高兴的宣布我们现在也为美国类似的进口商提供相同的服务了。从我们在伊斯坦布尔的办公室,我们可以提供你想要的任何种类的物美价廉的服装。
于我们合作的众多土耳其出口公司能够提供给你们正在寻找的商品。无论是儿童服装,男士女士的内外衣,皮革衣服,袜子,腰带,包,鞋或是家庭用具,象是床上用品,毛巾,浴衣或桌布应有尽有,我们能够提供给您最物美价廉的产品。而且我们的质检部门回确保这些产品的质量。
如果您想得到 Floppy 纺织购买代理公司的优势服务的话,请浏览我司的网站 www.floppytextile.com 或发传真给我们,传真号是:(90/212)123 45 67。谢谢,恭候佳音。
―――――――――――――――――――――――――――――
一封非常简单的销售信
您好,
我们是波兰的一家公司,专门做男士T恤,我们非常乐意想您介绍我们的产品。
我们之所以专营的原因是我们的产品质量非常好。在过去15年的销售种我们在世界各国赢得了良好的声誉。
附上价格表和小册子。如果您愿意下定单或是得到更多信息,请登陆我们的网站 www.polishshirts.com 或是电话联系我们。
真诚致意
―――――――――――――――――――――――――――――
一封简单的提议信
亲爱的顾客:
谢谢你对我们的产品所表现的兴趣,附件里有您要的提议。
模型XR17 是为那些想要在市场上卖出新模型的公司而设立的,价格公道。这款的低价位的机器产自德国-技术精良机器之乡。
这款模型之所以买的好的原因在于:
价格有竞争力
艺术性的工艺
这款机器的需求量在市场上很大。
我们希望你能够成为销售XR17最好的公司之一。如果想得到更多信息,请登陆我们的网站 www.modelxr17.com 或是直接联系我们。
真诚致意
还有最后一条,&外国人写商业信函的忌讳&现在过时的信函用语,将于此文章加精后发布!

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