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      外國客戶眼中好的11種開發信

      作者:yswl 日期:2021-12-25 閱讀量:

        開發信的重要性不言而喻,但很多銷售發現自己的開發信發出去之后都石沉大海。為什么?從某種程度來說,這取決于潛在客戶是否愿意打開,打開后是否感興趣,是否愿意與你聯系。


        而既然我們想要老外打開這封郵件,就得了解他們的喜好,對癥下藥。以下11封開發信模版是他們認為的“好開發信”,一起來看下:


        首先需要了解的是,這些受歡迎的開發信模版的共同特征


        標題:瞬間“吸睛”

        簡介:簡明扼要,有重點

        正文:提供對客戶有價值的產品和服務

        Call-To-Action:明確清晰

        其他:相關認證,相關經驗


      1、Offering business value

      提供業務價值


      {CONTACT.FIRSTNAME}


        In working with other <>, one of the key issue they're struggling with is <>


        This past year we helped numerous companies to <>, resulting in <>.


        If this is something you're challenged with too, let's set up a quick call. I have some idesa that might help.


        All the best,


        {CONTACT.OWNER_NAME}


        這是一封由JillKonrath寫的開發信模版,簡潔明了,但是內容有料。你的潛在客戶可以不到100字的敘述中看到對他們而言很有價值的內容。


        為什么開發信的長度很重要?現在大家都很忙,因此很少有人有足夠的時間和耐心去看完你的長篇大論。


      640.webp.jpg


        從上面的調查可以看出,相對較短的郵件得到的反應率反而更高。


      2、Asking the right questions

      提供正確疑問

        Hello {name}


        What would it mean to your top-line revenue if you saw a 70% increase in contact rates, 50% improvement in closes, and 40% increase in quota-hitting sales reps?


        Let's find a few minutes to talk about how InsideSales.com is providing these results to our clients.


        I'm avaiable tomorrow {insert 2 times you're available}. Can we sync up?


        如果你想要了解潛在客戶公司當前的運營現狀,那么這個開發信模版將很有幫助。它的特點是內容簡短但詳細。


        此外,我喜歡的是簡潔明了的CTA(Call-To-Action),你可以通過給與對方不同的時間選擇,來使這封郵件更具針對性。畢竟好的CTA模式能夠帶來很好的轉化率。


      640.webp (1).jpg


        不過這就意味著你得花時間去想怎么寫,不然很有可能因此得罪客戶,甚至讓對方覺得你“圖謀不軌”。


      3、Providing advice

      提供建議


        Hey {Prospect},


        Your website's design is absolutely brilliant. The visuals really enhance your massage and the content compels action. I've forwarded it to a few of my contacts who I think could benefit from your services.


        When I was looking at your site, though, I notices a mistake that you've made re:search engine optimization. It's a relatively simple fix.


        Would you like me to write it uo so that you can share it with your web team? If this is a priority, I can also get on a call.


        Regards,


        {Your name}


        這封郵件從一開始就贊美了客戶的網站,這樣的語句很“吸睛”。然后在贊美之后提出自己的疑問,并給與對方自己的建議和解決方案。沒有人會拒絕能給自己帶來幫助的信息。


        但要注意的是,不要太“耿直”的指出客戶的問題,太過直接會讓客戶覺得你是來找茬的,畢竟雙方的關系還沒有那么近。所以表達疑問和解決方案的時候建議斟酌語氣。


      4、Showing a connection

      展示聯系

        Subject line:{Company Name} + {Your Company}


        Hi {name}


        My name is {name} with {Your Company}. We help {specific company type} with {one liner}.


        I wanted to learn how you handle {thing your company handles} at {Company Name} and show you what we're working on.


        Are you available for a brief call at {time options}.


        [Your name]


        從這封郵件的主題行可以看出,這兩種業務之間可能存在聯系。使用“+”號更能突出這一點。此外,當看到一個主題行涉及不同元素時,往往會引起讀者的好奇心,促使看郵件的人打開。


      640.webp (2).jpg


        在這封郵件的正文中,發件人介紹了自己及所做的工作,并且提到了所有他曾合作過的公司。在下一行,他把內容核心拋向了客戶,讓客戶來主導而不是一直吹噓自己的相關業務。


        整個郵件可以說是面面俱到。而且我們還應該注意到,這些郵件基本都保持在100字以內。


      5、Referred outreach

      推薦

        Subject line: Terry Fisher says you're interested in better lead gen strategies


        {name},


        Terry Fisher told me today that you two were talking about how tough it is these days to get new leads in the door. It's a big inssue that all consulting companies face right now.


        After looking at your website and registering for your white paper, I have some thoughts regarding where you may be losing people in the process.


        And, I've got some ideas you can implement fairly easily that should have a positive impact on lead conversion rates.


        Let's schedule 30 minutes to talk some more about this.


        Regards,  


        接下來要說的就是推薦客戶了,我不止一次的提到推薦客戶對于銷售而言有多重要,但事實上,我們很驚訝的發現,只有10%的銷售會要求自己的客戶推薦。


        造成這種情況的原因可能是恐懼,大多數銷售都不想給客戶留下討厭煩人的印象。但是這個模版也許可能會讓你得到一些新客戶。


        這封郵件的重點在于郵件中提到的人名,千萬不要忘記。顯然,潛在客戶跟這個人是認識的。


      640.webp (3).jpg


        而從這個圖表我們可以看出,推薦后的客戶成交率高達70%。如果你想發送這一類型的開發信,不妨試試這個模板。


      6、Full transparency + social proof

      坦誠+認證


        Hi(CONTACY.FIRSTNAME),


        I'll be honest, this is not "another sales pitch" from (YOUR COMPANY NAME), I'd like to send you a 2-minute demo video of (VALUE PROP): (VIDEO LINK)


        We are (SOCIAL PROOF - WHO'S YOUR INVESTORS, HOW MUCH HAVE YOU RAISED?)and our key customers include (VANITY CUSTOMERS),ect.


        One of our core value props is"(VALUE PROP TAGLINE)"and we would like to offer everyone a 1-on-1 with our Customer Success experts to simply discuss best practices(VALUE PROPS).


        Who is the best person to speak with about? (Let us know if there's someone else who heads up those efforts.)


        All the best,


        CONTACT.OWNER_NAME


        這幾乎可以說是一封“全裸”的郵件。就是將自己的一切都擺到臺面上跟客戶說,比如告訴他你的投資人是誰,目前有多少資金,合作對象是誰等等。提供一對一的客戶服務其實是很好的,我們發現大多數企業采購產品會因為對方的服務讓人滿意。


        因此,某些時候大方的提出自己曾經合作過的客戶以及成就更能有效證明自己的價值,也更能提升在客戶心中的份量。


      640.webp (4).jpg


        我們發現這封郵件比其他郵件內容要長,但它的效果仍然是很好的。因為它涵蓋的領域非常多,也非常適合那些“難搞”的客戶。所以不妨試試。


      7、Striking whilst the iron is hot

      趁熱打鐵


        Hi (CONTACT.FIRSTNAME)


        You recently visited our website and downloaded <>. Did you downlaos the piece just to learn more about <>? Or, are you looking for a cost-effective solution to <>?


        I actually did some research on {!Lead.Company}and have the following tips:


        -<>


        -<>


        Have you thought of doing this?


        All the best,


        CONTACT.OWNER_NAME


        無論什么時候如果潛在客戶在你的網站上留下一點“痕跡”,都是你給他們發郵件的好時候。這個時候對方想了解想采購,而你恰巧能提供信息和服務,成交的概率就被大大提高了。


      640.webp (5).jpg


        而你主動出擊,提出正確有效的建議,那么自然能在潛在客戶的郵箱中脫穎而出。這還會讓對方覺得你很有禮貌,采購商往往都非常開心能收到這樣的郵件,因為這對他們而言不是“促銷”,而是“價值”。


      8、Adding bullet points

      劃重點


        Hi (CONTACT.FIRSTNAME),


        I hope this email finds you well! I wanted to reach out because [explain how we got their contact information and how we relate to them]:talked to a colleague, saw your company,etc].


        [Name of company]has a new platform that willhelp (your team at)[organization name].[One sentence pitch of benefits]. We do thidd by:


        Benefit/feature 1


        Benefit/feature 2


        Benefit/feature 3(optional)


        Let's explore how[name of your software]can specifucally help your business. Are you avaiable for a quick call[time and date]?


        Cheers,


        {CONTACT.OWNER_NAME}


        切勿使用大量的文字去描寫產品的功能和優勢,因為這不僅讓客戶看起來感覺雜亂無章,還會分散他們的注意力,會導致客戶直接“拉黑”你。


      640.webp (6).jpg


        針對這一點,這個模版很有效果。增加郵件的要點有助于讓產品的功能和優勢更加突出,也會讓客戶一秒抓住核心要點,不會因為內容過長而使注意力分散。


      9、Picking on pain points

      抓住痛點


        Subject: Bookkeeping sucks, let us handle it.


        {name}


        Bookkeeping sucks, and you have a business to run.You created CompanyName out of a passion for doing something great,unique,and game0changing.


        Not to spend your limitless talents and limited time on day-to-day bookkeeping tasks.


        Acuity Complete's bookkeeping professionals want you to focus your time and efforts on growing CompanyName into an empire; not worrying about whether your books are reconciled correctly.


        If your core business conpetency isn't bookkeeping, let's talk. I'd love to find out more about CompanyName and how we can help eliminate this headache for you.


        Do you have any current issues that we can help answer?


        Cheers,


        {CONTACT.OWNER_NAME}


        這封郵件是關于抓住客戶痛點并提供解決方案的。通常業務員在推銷產品的時候,總是會“自賣自夸”,但卻很少有人能說出為什么自己的產品適合客戶的公司。


        但這封開發信采取了不同的方式,它涉及到潛在客戶如何經營業務,為什么項目沒有進展,問題出現在哪里,并且最終提出一個可行的解決方案。


        需要注意的是在使用這個模版套在你的產品和潛在客戶身上時,注意關鍵是告訴他們可以幫他們節省多少時間和成本。


      640.webp (7).jpg


        此外,要注意主題行的文字長度,從上面的圖標我們發現,當涉及標題時,字數很重要,它會直接影響郵件的打開率和點擊率。


      10、The power of ten

      十倍效果


        Subject: 10x{conpany}[result]in ten munites?


        Hello {name},


        I have an idea that I can explain in 10 minutes that can get{company}it's next[100 best clients].


        I recently used this idea to help our client {competitor}almost triple their monthly run rate.


        {name},Let's schedule a 10-minute call so I can explain. When works best for you?


        Cheers,


        {CONTACT.OWNER_NAME}


        如果你喜歡用數字來說服客戶,那么可以看看這封郵件模版。它簡明有效,重點在于指出如何通過10分鐘的溝通獲得10倍的效果。但得說明10分鐘的通話價值,畢竟你得給他們一個愿意聽你說明的理由。


      640.webp (8).jpg


        關鍵的一點是,郵件中提到了給自己競爭對手提供建議,這一點通常會讓客戶十分感興趣。


      11、Quick follow up

      快速跟進


        Hello {name},


        I'm writting to follow-up on my email. I didn't hear back from anyone on the team. If it makes sense to talk, let me know your calendar looks.


        If not, who is the appropriate person for me to talk to?


        Thanks for your help.


        {CONTACT.OWNER_NAME}


        據調查,我們發現70%的未回復郵件都沒有后續跟進,你會覺得很驚訝嗎?是的,但這完全可以理解。很多銷售人員會臆想客戶收到郵件卻沒回復是因為客戶不感興趣,如果再發可能會讓客戶厭煩,所以他們不再繼續跟進。


        但仔細想一下,人們每天都會收到大量的電子郵件,那么客戶沒有回復很有可能是忘記了你的建議或者因為太忙沒時間回復。堅持是一個很好的品質,畢竟在采購商決定下單之前,銷售人員至少要跟進5次,這樣的“追蹤”很有必要。


      640.webp (9).jpg


        通過上面的圖表我們發現,48%的業務員在1次跟進后就停止了。能做到3次以上跟進的業務員只有10%。而成功的銷售基本上都會有5到12次的跟進。


        看完這些模版,你是否對開發信有了新的思路和想法呢,不妨試試,堅持不懈總有一種可以打動客戶!

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