鲁达 “你连公共邮箱都不放过？” 对，不放过。
在开发新客户的时候，外贸人似乎都会经历相似的信息搜索及筛选过程： 获得客户的公司名称，搜索其官方网站，浏览官方网站，获得客户的基本信息如地址、公共邮箱、电话、经营产品并进行初步分析，再搜索目标联系人的联系方式。
在如今的外贸B2B渠道中，电子邮件依然是传递信息，与客户交流的主要方式之一。
通常，我们在客户官网获得的都是公共邮箱，如info、sales、ventas、support、contact等+企业域名。
通过网站域名去搜索引擎以及社交应用里搜索企业邮箱，猜测、验证邮箱是外贸人经常重复的工作内容之一。
外贸人各种找邮箱的方法屡试不爽，在这里跟大家分享Elish近期的一个成功案例。
该案例跳过了常规的猜测目标联系人或联系方式的环节，从第一次发邮件联系到成交，一切都从info@公共邮箱开始。
Elish的公司、行业的背景情况介绍：
公司ABC是专业生产离网太阳能MPPT控制器的工厂，在国内行业里小有名气，主要以OEM为主，与国内主要竞争者JMC、MAK品牌相比较，产品质量不分伯仲，价格更有优势，但是在海外的认知度不高。
在光伏行业，韩国Hanwha Q CELL、美国SolarWord、加拿大Canadian Solar的太阳能板算得上家喻户晓。近年来，中国制造的太阳能板品牌如Yingli、Trina Solar、Jinko Solar誉享全球，品质不弱于上述国外品牌。一个完整的标准离网太阳能系统包含太阳能板、控制器、蓄电池和逆变器。换个角度说，上述各类产品的行业供应商其实可以共享目标客户群体。
顺着这个思路，作为控制器的供应商，贴近太阳能板的销售群体常常会有意外惊喜。
一次偶然的机会，Elish发现了太阳能板网站SolarWorld，并从中获取了拉丁美洲的离网太阳能系统的经销商名单。经销商的信息很清晰，列有公司名称、地址、联系人名、电话和邮箱地址。
其中一位是来自特立尼达和多巴哥的经销商，客户联系人叫Michael，电子邮箱是info@公共邮箱。考虑到只要是做离网太阳能系统的客户就一定需要太阳能板和太阳能控制器，即使是公共邮箱，Elish也抱着试一试的态度认真写了封邮件，却因此而有了意料之外的收获。
如下是主要往来邮件：
Elish的第一封开发信
Date: 2018-08-07
Subject: Hi, Michael, we make CE quality MPPT charge controllers for off-grid solar system
Dear Michael,
Greetings! This is Elish from China. We make MPPT solar charge controllers.
We learn online that you are off-grid distributors of Solar-World in Latin America. As we know, solar panels, MPPT controllers, batteries and inverters are essential parts of off-grid solar system.
We have 5 series MPPT controllers with wide range power (190W-33，280W) and various system voltage (12V-384V) and current (15A-100A).No matter it is for small system or commercial project, we always good choices standby.
We are looking for chances to cooperate with you.
P.S. You will be highly appreciated if you can advise purchaser's contact info or forward my mail to the person who takes in charge of purchasing.
Sincerely
Elish
2018-08-07
客户第一次回复：
Date: 2018-08-07
Subject: Re: Hi, Michael, we make CE quality MPPT charge controllers for off-grid solar system
Elish,
We are interested in your products.
The majority of our kits require a 60A - 150V or 80A- 250V MPPT Charge Controller for Off-Grid.
We use Schneider Electric, MorningStar, MidNite Solar, JMC, MAK Charge controllers.
Most demand is for low cost JMC and MAK. (JMC和MAK都是我们国内的主要竞争对手)
Please send Price List for your Off-Grid Charge Controllers.
We have interest in Battery Chargers and Pure Sine Wave Inverters (120V, 60Hz)
Best Regards,
Michael
在回邮中，客户对产品表示了兴趣并列出自己的采购需求，要求Elish给报价单。收到客户的邮件后，Elish趁热打铁，展开攻势，列出与竞争者的客观比较，突出自己的优势，在研发实力、产品品类方面特别着重强调，并针对客户的采购需求做一些专业性的推荐。这是拿下客户的关键一步。
Date: 2018-08-07
RE: Re: Hi, Michael, we make CE quality MPPT charge controllers for off-grid solar system
Body:
Dear Michael,
We are very glad hearing from you. We make MPPT solar charge controllers in our factory. And we supply low frequency pure sine wave inverter too (from cooperated partner).
Regarding the brands that you are using, we are more familiar with JMC and MAK. Here is the main difference between us:
1) JMC’s MPPT
JMC had many series, mainly 12V/24V 12-48V 10A-60A. Chaser series are the most popular, if we do not make it wrong. JMC does not support OEM.
For example, Chaser 4215BN, 12/24V 40A, our favorable model is Racer-40A 12/24V auto recognition. Quality is comparable, but our price is 10%-30% less.
2) MAK's MPPT
MAK's MPPT are quite limited. Besides MPPT, MAK supply PWM too. MAK's color is classic black and white, and some does not support Lithium battery.
3) Our MPPT
We have 5 series, Racer, Winner, Master, Galaxy and Mars.
Racer series is 12/24V 15A-50A /DC100/150V;
Winner is 12/24/36/48V 20A-60A DC150V;
Master is 12-96V 50/80/100A DC150V/300V.
Mars is waterproof, same parameter of Master.
Galaxy is OEM for high power projects. It covers 96V/192V/214V/240V/384V 50A-100A, DC430V/660V/850V
We have wider range than JMC and MAK. And support OEM. What’s more, we have new MPPT which is under researching and testing.
Especially, our optional Wi-Fi module support real-time checking of MPPT. On the basis of initial STA connection, you can track the MPPT with cellular or other Wi-Fi, no matter you are in Trinidad, or North Pole.
According to your hints for 60A-150V and 80A-250V, we recommend the followings:
Winner-60A DC150V 12/24/36/48 auto work
Master-48BH-80A DC300V 48V
In the next email, we will send our MPPT datasheet and price list for your reference.
Sincerely
Elish
2018-08-07
客户在邮件中索要的有关推荐产品的型号细节等资料，单独以邮件附件的方式另外发送，方便转发。
Subject: MPPT Controller Datasheet
Dear Michael,
Please kindly pay attention to attachment for MPPT controller datasheet.
If there are more models you are interested, we will quote accordingly.
Sincerely
Elish
2018-08-07
两封回邮初有成效，客户第二次回复询问具体产品的报价。
Date: 2018-08-07
Re: 60A - 150V or 80A- 250V MPPT Charge Controller for Off-Grid
Elish,
Please send Price list for Racer 40A and 50A as well as Wi-Fi module.
Elish继续给客户回复报价，并提出进一步合作意向，促进客户的信心。
Date: 2018-08-07
Subject: RE: Re: 60A - 150V or 80A- 250V MPPT Charge Controller for Off-Grid
Dear Michael,
Racer-40A & Racer-50A price is added to quote. Please kindly pay attention to price list enclosed.
By the way, Master-48BL-100A/80A is 12/24/36/48V auto /DC150V, its price is 100 USD less than Master-48BH-80A.
As I said in the first letter, no matter for mini solar program or industrial projects, we always have good choices standby.
We look forward to your evaluation and feedback. Hope we will have substantive cooperation soon.
If you have any questions about us and our products, please tell us. We are ready.
Sincerely
Elish
2018-08-07
客户给出了采购细节，有意向试单。初次合作，不可大意。
Date: 2018-08-09
Re: RE: Re: 60A - 150V or 80A- 250V MPPT Charge Controller for Off-Grid
Elish,
We are interested in ordering samples as below
1. Racer-50A: 8 PIeces or nearest Carton amount
2. RS485 Cable: 14 pieces
3. WiFi Module: 16 pieces
4. Winner-60A: 8 pieces
Please send Quote with shipping via Air Express DHL/UPS to
Trinidad （含详细地址）.
Payment Via PayPal
Best Regards,
Michael Grande
耐心等待的同时，别闲着。收到邮件后，Elish做了PI并跟进。5天后，客户修改了产品型号和数量；Elish相应修改了PI，但是客户迟迟未支付货款。
在等待客户支付款项的过程中， Elish继续保持每周跟进一次的频率。跟进邮件为主，APP为辅，双管齐下。每周的邮件主题不重复，多样化，展开产品，精准介绍产品和公司：
2018.08.08 Michael, Elish invites you to PV exhibition
2018.08.13 Michael, you were invited to PV exhibition
2018.08.20 Michael, we are back from PV exhibition
2018.08.21 If you like me, please take me home
2018.08.22 Have you ever seen MPPT controller that is waterproof?
2018.08-27 Video of APP connection
2018.09.05 Exclusive high-end MPPT controllers coming soon! Agent wanted.
2018.09.12 Why ABC MPPT charge controllers?
2018.09.18 Follow MPPT controllers working status by APP, at anytime, anywhere
Elish保存了客户的手机号码，手机号是WhatsApp账号。相信所有的外贸人都有这样的意识，拿到客户的手机号以后第一时间去确认是否也是WhatsApp账号，如果你还没有这个意识，建议你行动起来。拿到一个邮箱或名字就去Facebook或LinkedIn搜索，寻找出更多的相关信息。
社交软件能够极大地提升双方的沟通效率，比如当Elish询问客户尚未支付货款的原因时，客户在WhatsApp回复迅速而直接：
Elish, we are still going to order the Controller. We have problems with getting foreign exchange and we are limited to $1000 per day for Credit Card. We have some urgent purchases, but we should make payment during the coming week.
客户有客户的理由，但我们也不能干等，在适时等待后，不妨设法催一催款。
Date: 2018-09-14
Subject：RE: RE: Re: Michael, when can we expect payment for MPPT trial order?
Hi, Michael,
Good evening. It's Sept. 14, Friday, the last day of the week.
Since trial order's Proforma Invoice was issued on August 14, we got many things done.
1. Waterproof MPPT was in mass production and gained many positive feedback.
2. I translated and refined the User Manual of Wi-Fi module. It's easy understandable now, see attachment (PDF 1.3M).
3. Exclusive NEW MPPT controller's under testing, it will come out in October.
We friendly remind you to make payment for us in priority with 3 reasons:
1. Try our controllers and know us
2. Based on positive trial, let's have further cooperation
3. Exclusive MPPT controller, we will take you into consideration as our exclusive agent in Trinidad and Tobago, if you are interested in.
Sincerely
Elish
2018-09-13
终于，Elish于9月18号收到了Michael首单的全货款。
在收到客户的款项之后，Elish按时发货。在报价时，Elish发现一款选配通讯线实际长度是1.8米，而Elish的报价和形式发票在“描述”栏都写成了2米长。为了弥补过失，Elish在发货时额外送2条1.8米的通讯线，客户十分开心。小小的举动，可见Elish的细心和担当。
货发出以后，Elish按时跟进快递直到快递被签收，并做好售后工作。只要样品能通过测试，今后将会与Michael开展更深入的合作。
尽我所能地踏实做好每一步，客户总会感受到的。
在总结会议上，Elish跟同事分享这个案例，提到联系客户的是公共邮箱时，一位在公司从事五年外贸的同事很惊讶地说，“你连公共邮箱都不放过？”
这个案例告诉我们，不要忽视公共邮箱，公共邮箱一般都不是无人管理的。有时候，从最初与客户建立联系到成交，公共邮箱也是可行通道。
有些公司的公共邮箱的管理者有多个，或许其中一位管理者就是采购决策人。只要邮件足够有说服力、吸引力、抓住客户的痛点和痒点，它一定会在客户的收件箱里闪闪发光。对于优质目标客户，每一封邮件都得字斟句酌，修改修改再修改，检查多遍再发送。精修邮件非常重要，一封有价值的邮件值得你花上2-3个小时，甚至几天的时间。
外贸人在发送邮件时建议设置阅读回执要求。有时候投递邮件到公共邮箱，回执可能是客户的具体邮箱，也可能显示公共邮箱管理者的联系人名字；也有可能，我们收到来自同一公司不同联系人的回执，收集到更多联系人的信息。
蛛丝马迹都是可利用的资源。比如，阅读回执显示的联系人名字可以成为下次打电话的对象。打电话时，有具体联系人的名字，相对比找purchase manager/ boss的成功率要高N倍。
除了info@邮箱，相信Michael还有其他邮箱。也许有人会说，Elish足够幸运，info@的管理者刚好是Michael，而Michael刚好是决策者。
每一个成功案例的背后都沉淀着业务员的辛勤耕耘、用心经营，而非侥幸。
在公平竞争的商业社会里，赢得客户单靠运气是远远不够的；如果大家的产品相当，成败只在业务员的用心程度。业务员传递给客户的所有信息和细节都能体现了业务员的专业水平、用心程度、综合素质等。
（本文刊载于第65期《焦点视界》杂志）