外貿開發信

外貿開發信的重要性不言而喻，但很多人并不知道如何寫好外貿開發信。

事實上，在外貿開發信中，標題、內容以及發送時間都是非常重要的因素。之前我們對三個隱私也都有過比較詳細的探討，例如：1.高回復率的開發信真的有萬能模板嗎？2.開發信總是沒有回復的真實原因和解決對策。3.優秀思路的開發信寫作進階模板。

今天我就繼續就外貿開發信內容應該怎么寫的一些細節方面，拋磚引玉，希望能讓更多外貿人有所受益。

一、外貿開發信寫作技巧

★文法★

? 切忌主客不分或模糊。

例子: “Deciding to rescind the earlier estimate, our report was updated to include $40,000 for new equipment.” 應改為“Deciding to rescind our earlier estimate, we have updated our report to include $40,000 for new equipment. ”

? 句子不要零碎。

例子: He decided not to audit the last ten contracts. Because of our previous objections about compliance.

? 結構對稱，令人容易理解。

例子:“The owner questioned the occupant's lease intentions and the fact that the contract had been altered with ink markings.”應改為:“The owner questioned the occupant's lease intentions and ink alterations of the contract.”

? 動詞主詞要呼應。

想想這兩個分別：

A.This is one of the public-relations functions that is underbudgeted.

B. This is one of the public-relations functions, which are underbudgeted.

? 輕重有分。

同等重要的用and來連接，較輕放在次要的句子里，轉接詞要留神。例如: but (相反)、 therefore (結論)、also (增添)、 for example (闡明)，分不清furthermore和moreover就不要用啦。

另外，修飾詞的位置要小心，例如:“He could only reimburse the cost after July 15. ”應為“He could reimburse the cost only after July 15.”

? 標點要準確。

例如:“He did not make repairs, however, he continued to monitor the equipment. ”改為: “He did not make repairs; however, he continued to monitor the equipment.”

? 用詞要正確。

選詞正確，比如affect和effect、operative和operational等就要弄清楚；拼字正確，這樣低級的錯誤不要有；大小寫要注意，非必要情況不要全部大寫，例如: MUST change to OS immediately. 外國人就覺得不禮貌和喝令人一樣，要強調的話，用底線，斜字，粗體就可以了。

★格調★

? 式樣和句子長度不要太單調。

subject-verb-object會悶死人的，有時短句跟著長句可以化解一下。

? 弱軟的詞(e.g. was, were, is, are...)可以加強一點。

例如: Prunton products are highly effective in 改為: Prunton products excel in 就有力很多了。

? 親切、口語化是比較受歡迎。

用賓詞和主動的詞，讓人家更易接受。例如: This information will be sincerely appreciated. 或We sincerely appreciate your information. 明顯我們會喜歡第2句。

★寫信提示★

? 客戶的名字和頭銜千萬不要錯，兩者擇其一。

多過一個男人，用Messrs，就是Misters的意思，不要跟名字，跟姓就行，例如：Messrs. Smith, Wyatt, and Fury

女人用Mesdames、Mmesor Mses同樣不要跟名字， 例子:Mses. Farb, Lionel, and Gray

男女一起的話弄清楚稱呼就行，例如：Dr. and Mrs. Harold Wright、Mr. Harold Wright and Dr. Margaret Wright、Mr. and Mrs. Harvey Adams-Quinn

? 外國國名盡量用大寫。

這是為尊重，也方便郵差叔叔。

地址上的數字直接用阿拉伯數字，除了One，例子:

127 Ninth Avenue, North

127 E. 15 Street

5 Park Avenue

One Wingren Plaza

556 - 91 Street

★開頭致意★

? 如果沒有名字或是正規信件：

可以考慮這些：

Dear Committee Member:
Dear Meeting Planner:
Dear Colleagues:
To All Sales Reps:
To Whom It May Concern:
Dear Sir or Madam:
Dear Madam or Sir:
Dear Purchasing Agent:

? 如果是公司：

Gentlemen or Ladies:
Ladies or Gentlemen:

? 如果客戶公司是全男或全女：

Dear Sirs:
Dear Ladies:
Dear Mesdames:
Gentlemen:
Ladies:

★書信結尾★

? 留意結尾，弄清大家的關系才選擇用詞。

Very formal非常正規的(例如給政府的)：

Respectfully yours,
Yours respectfully,

formal正規的(例如客戶公司之間)：

Very truly yours,
Yours very truly,
Yours truly,

Less formal不太正規的(例如客戶)：

Sincerely yours,

Yours sincerely,
Sincerely,
Cordially yours,
Yours cordially,
Cordially,

Informal非正規的(例如同事之類)：

Regards,
Warm regards,
With kindest regards,
With my best regards,
My best,
Give my best to Mary,
Fondly,
Thanks,
See you next week!

有時在we, I, and you之間很難選擇。

如果你是代表公司聯絡生意之類，可以用we；

如果單純說你自己，可以用 I ；

有時可以一起用，比如：

We are pleased to offer you the position of sales director, and I am looking forward to our Tuesday morning meeting.

★簽名★

? 用筆親自簽名會比較好。

用筆親自簽名會比較好，不要電腦貼圖或蓋章，不要把Mr. Ms. Mrs. Dr.之類一起簽。簽名也看信件的語氣，給朋友或公司客戶，簽Bill也可以，給陌生人就最好用Gates或者Bill Gates。

二、開發信模板

篇幅有限，外貿充電站里領取一線外貿業務實戰經歷所總結的『外貿實戰系列』學習資料，里面包含了『手把手教你寫開發信』以及『客戶開發跟進郵件模版』，總有一個適合你。

★開發信模板★

? 模板一

Hi Sir/Madam,
Glad to hear that you're on the market for furniture, we specialize in this field for 14 years, with the strength of ERU&USA ANTIQUE FURNITURE, with good quality and pretty competitive price. Also we have our own professional designers to meet any of your requirements.
Should you have any questions, call me, let's talk details.
Best regards!

? 模板二

Dear purchasing manager,
Hello, this Lily Lee from xxx company, our company is a professional xx manufacturer with years experience. so we want take ourselves of opportunity to establishing business relation with you. Please link our company web site：xxx if you want to know more about our product. By the way, free sample are available.
Thank you in advance!
Best regards！

? 模板三

Dear Sirs:
We glad to get your information posted on xxxxxx.，that you are in the market for XXXX. We would like to take this opportunity to introduce our company and products, with the hope that we may work together in future. This is (Name) from (Company Name) which is specializing in (Products Name) for many years. According to your information posted on xxxx, we'd like to introduce this item for you, and it’s future have XXXXXXXXXXX (products information)..... If you want to see more items, please visit our website should any of these items be of interest to you, please let us know. We will be happy to give you a quotation upon receipt of your detailed requirements.
We look forward to hearing from you soon.
Best Regards！

? 模板四

Dear Mr. Mound Klamath,
Glad to get your contact info from India mart! We supply homogenizers and ice cream freezing machine with good quality and very competitive price. Hope to be a partner of your company! E-catalog will be provided if needed.
Email me or just call me directly. Thank you!
Best regards！

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另重要提醒：早已成為外貿人開發客戶重要渠道的領英(LinkedIn)，在中國大陸登錄會被強制跳轉至更新改版后的領英職場，失去了直接進行搜索客戶，添加好友，溝通對話等開發客戶必備的功能。很多人因此而手忙腳亂，不知道如何解決應對，甚至是一頓瞎折騰，導致自己的領英(LinkedIn)賬號被封。

其實我在第一時間就已經分享了非常詳細的應對方法，只要按照步驟去做就可以解決。不要去走彎路，更不要去走錯路：領英(LinkedIn)改版！什么功能都沒有了。外貿人該怎么繼續用領英(LinkedIn)開發客戶？