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    出差時北方已是雨雪紛飛，回上海依舊是秋高氣爽。專職于外貿(mào)已五年多了，在年底尤其能感受其寒氣逼人的形勢，好在歷經(jīng)2008年金融風暴的洗禮，尚能理清思緒，奮力前行?？傮w說，老客戶還能熱心的支持，新客戶的開發(fā)也有所進展。在這個屬于收獲的季節(jié)，我拾起拙筆，整理其中一個用近一年時間才開發(fā)出的OEM小項目，并簡要做些點評，以期拋磚引玉，給苦惱與困惑的新人些許啟發(fā)。
大大小小的訂單都經(jīng)手過，之所以選此小項目，還是有所偏好。新人大可不必羨慕所謂百萬訂單、展會現(xiàn)場拍板等案例，很多充滿了傳奇色彩，浮云而已。大訂單不見得適合自身及公司，風險也較高，08年“金蝸牛式困境”，實在值得反思。在這個信息透明、競爭激烈的時代，珍惜每一個訂單，并用心體會整個貿(mào)易過程，是新人需要去爭取的必備體驗。聰明在于學習，天才由于積累（華羅庚：《下棋找高手》），對外貿(mào)有所領悟，并練就相當定力，在這個浮躁的年代很有必要。

一、詢盤
1.日期：2011-11-11
Dear ladies and gentlemen,
I′m a supplier in Germany and I′m looking for Opel the part number *502*704(注釋：OE號，下簡稱502).The yearly volume are 130.000 pcs.Please tell me if you have this parts and your best price.

Best regards
***
CEO/ Gesch?ftsführer

商務語言不像文學，實際上很簡練，都是日常用語。但誤認為對外貿(mào)人員英語要求不高，難免貽笑大方。商務英語要達到7C的要求，惜字如金，需下很深的功夫。通過研讀外貿(mào)函電及英文版教材，加以對比領悟，持久積累，自會有所長進。若能進入外企，看看職業(yè)經(jīng)理人及Boss的原汁原味信件，那更應倍加珍惜。當然，還是老實以完整及簡潔為基礎，運用商業(yè)思維針對性答復好，尤其對非英語國家客戶，不必太糾結語法等問題。上面即為德國（Deutschland）的郵件，語法有不少問題，但不妨礙理解。
  ①分析客人的郵箱后綴，嘗試打開其網(wǎng)站，發(fā)現(xiàn)網(wǎng)站在更新中。但總體屬于表面處理技術領域，與汽車零部件有差異。我當時設想：可能從Opel出來的工程師，有特定業(yè)務渠道關系。歐洲零部件有嚴格的供應體系，這之前有所了解。
  ②查詢OE軟件，但并沒有太多的信息。經(jīng)谷歌搜索，找到照片，并從BH網(wǎng)上得知為Opel ***seal ring,大致可判定為精密的橡膠金屬件，并且BH是供應商。
  ③查詢公司現(xiàn)有產(chǎn)品，沒有現(xiàn)成產(chǎn)品，但將Opel的一些橡膠密封產(chǎn)品簡要列出，便于向客人展示生產(chǎn)和開發(fā)能力。

基于以上初步分析，回復如下：

Thanks for your inquiry.
For your interested Opel 502, we've searched the OE code system, but could not get enough information. Would you pls provide material info.,photo,specification or technical drawing, etc? If possible, pls send us 2 or 3 pieces of samples which will be much useful for our exact quotation.
Enclosed are some Opel products on our production line for your reference. For more information, pls browse our website http://www.****.com.
Looking forward to your early reply.

Key words: 語言、技巧、專業(yè)知識、快速學習
7個"C":Completeness（完整）、Clearness（清楚）、Concreteness（具體）、Conciseness（簡明）、Correctness（正確）、Courtesy（謙恭）、Consideration（諒解）.

2.日期：2011-11-15
還沒有收到客人回復，加催了一封郵件。等候兩天后，依舊沒回，電話沒人接，將上述郵件打印并傳真過去。
Have you received below mail? Pls check and reply.
Thanks in advance.

Key words: 跟進、耐心、傳真（不少德國公司習慣用傳真，尤其是正式訂單合同等）

3.日期：2011-11-18
客戶提供了一頁502圖紙，但圖紙上顯示有4頁，內(nèi)徑?jīng)]有標出，問客人是否有遺漏?？腿藘H僅能提供此圖紙，希望報最惠價。
Dear Frank,
I have send in the attachment the drawing material.
Please can you check this and make me your best offer over 130.000pcs/year.

審核圖紙，打印出來，用尺子量，并按比例估算內(nèi)徑尺寸。價格是關鍵，如何收集有效的資源及信息以便估算價格至關重要，體現(xiàn)一個團隊的整體能力。圖紙上有BH的標記，大致可分析，此產(chǎn)品由BH供應給Opel，可能客人有業(yè)務渠道，而Opel也需替換供應商，降低成本。經(jīng)與采購、經(jīng)理等協(xié)商，大家認為需要另找高端質(zhì)量的供應商，至少要滿足TS16949標準，有過符合歐美標準的開發(fā)經(jīng)驗。一方面，工程師在展會上搜尋到幾家優(yōu)秀的供應商，但我認為他們具備出口和營銷能力，應盡量避免，畢竟客人后續(xù)可能驗廠；大家意見分歧，經(jīng)協(xié)調(diào)，翻閱汽配企業(yè)大全等書刊，并請教領導給予支持，經(jīng)報價對比評估等，商定采納臺州一家專注國內(nèi)OEM及貿(mào)易商的廠家，其配合程度也非常好，生產(chǎn)穩(wěn)定，技術工藝設備等先進成熟，并很少參加外銷型展會。

Thanks for your drawing.
We guess there may be total of four pages, but you just attached one page drawing. Also, it lacks inner diameter. Pls check.
We'd be much appreciated if you could provide two or three original samples.

客人回復如下：
Dear Frank,
Sorry, I have no much information. Please can you check this drawing and make me your best price? I will try to get samples later.

Key words: 圖紙、估價、團隊、開發(fā)供應商

4. 準備報價：2011-11-23
報價需正式規(guī)范，相關條款應使客戶信服并留有余地。在報價前，圖紙上的鋼材料因特殊設計需要，要求C45PbK（DIN***），而且硬度、表面處理等有無特殊要求尚不知道，國內(nèi)的標準難以達到。為避免誤解，請教客戶后，其回復如下：
I can't give you any information because of the steel.The engineer from Opel has no information because BH is the supplier. I think you should take OEM’s relevant steel,pls can you give me a price inclv.shipping to German Frankfurt?

基于此，可按ASTM標準，選擇SAE1045代替，并要求工廠提供原材料性能參數(shù)表（data sheet）存檔。待收到樣品后再實際測量其它參數(shù)。報價細節(jié)如下：
價格：FOB上海，毛利在40%左右，并告訴客人目前的海運費用，具體CIF價格待下大貨訂單時再核算當期海運費，以免誤差過大。
起訂量：根據(jù)模具腔數(shù)，生產(chǎn)班次及原材料采購等，工廠最低接受50000pcs。
付款方式：待初樣通過，進入供應商體系再行商定。
包裝：*個/（內(nèi)）自封袋（表面印REACH規(guī)定的環(huán)保標志），double corrugated strong carton,then packed in plywood case on pallet (see below photo).
交樣期：prototype samples within 40 days after order confirmed。大貨具體交貨期后續(xù)再定。
質(zhì)量標準：Strictly follow the procedure of TS16949 quality system, 并遵循客人圖紙與原樣；樣品經(jīng)大貨模具開出后，出具檢驗報告（PPAP file），并由客戶(第三方）復驗，（如需改進）直至簽樣確認方可安排初批大貨。
質(zhì)量保證：quality guarantee 這個條款最具風險，但對于歐美客戶又十分重要，畢竟體現(xiàn)出一個優(yōu)秀供應商的責任意識。Within 6 months after goods arrive at **port,但補加兩條以便自我保護，The warranty dose not concern parts that are damaged because of external reason,bad care,over loading, wrong lubricant, improper installation or others that out of seller’s control. Meanwhile, the seller is not obliged to credit direct or indirect losses that exceed the total value of contract.
報價有效期：till 2011-12-30.查看了當天匯率及6個月遠期匯率，并考慮樣品開發(fā)進度及生產(chǎn)周期等事宜，催促客人早日寄樣，期望盡早能開發(fā)樣品…

過了兩天，收到客人回復如下：
Dear Frank,
Thanks for your price, I will note and send samples to you soon. 猜測報價較為合理，客戶尚需等初樣出來后，評估質(zhì)量再分析報價。

Key words: 合理估價、包裝細節(jié)、質(zhì)量保證、工業(yè)品（如歐盟環(huán)保要求，原件與備件售后服務同等標準等）

5.日期：2011-12-01

開始催樣品了，等待的過程是一種煎熬，許多新人報完價或遲遲等不到樣品，會感到異常的困惑與苦悶。這也是為何我將此歷時一年才爭取到的訂單，點滴瑣碎的整理出來的原因。催樣、催單、催款等在外貿(mào)過程必不可少，如何達到如期的效果，還是有一些技巧，催樣過程如下，僅供參考。
日期：12-01  第一次催
How are you?
Last week, you mentioned to send out original samples for our reference. Would you pls tell us the status?
Looking forward to your early reply.

日期：12-06  第二次催 郵件優(yōu)先級設為“高級！”
Pls inform if you have sent out samples to us. If possible, tell the courier ( like TNT,Fedex, DHL,etc ) tracking number for our following.
Your early reply is much appreciated.

日期：12-12 第三次催 郵件設置為自動答復
Resend below mail just in case you did not receive. Pls check and reply.
Thanks in advance. 客戶依舊沒有回答，打電話過去，無人接聽，心里有點失望。后悔報價時沒有把公司的快遞賬號告訴客人，以便早日拿到樣品。新人有時在快遞費方面受公司約束，但可以就潛在客戶分析及溝通往來做出預判，嘗試向公司爭取一下。

日期：12-16 第四次催 換Hotmail郵箱
這一次到底該如何催？一方面，我換了主題，以免被視為垃圾郵件，四次依次為 sample status, seal ring sample, Opel sample, sample delivery.另一方面，用Hotmail郵箱，以免公司郵箱故障或客人郵箱出現(xiàn)爆滿（拒收國內(nèi)郵件）等問題。最后，語氣適當加強些，務必要等到個明確的答復。
It's a pity we still have not got your original sample after two weeks. If you already find other sources of supply, pls also tell us definitely.
Have a nice weekend.

過了周末，客戶總算有回應了。
日期：12-20
Dear Frank,
Sorry for my business trip and not rely you.
I have send the samples on Monday the 19th of Dezember via Deutsche Post (www.post.de) Pair letter with the ID number: RG42146247*DE.
Please check this.
總算松了口氣，德國客人真的挺省錢的，不過讓我們等苦了。大概20天后我在忙于處理單證員將海關編碼報錯的事，收到一個郵政包裹。人事幫忙送來時，我特意剪下其中的德國郵票，畢竟知道她老公有收集愛好。大家有說有笑，2012年似乎有不錯的開始哦。

在各種情況下的“催”都需用心、耐心，保持良好的心態(tài)，語氣也可以逐漸強化，以便爭取得到有效的反饋；這方面可以去參閱溝通的藝術以技巧類書籍。在此再補充一個例子：在2012年4月處理完PPAP file及寄出prototype samples后，歷經(jīng)6個多月，除了客人反饋工程師檢測通過及實驗室數(shù)據(jù)合格后，遲遲都沒有下訂單，也無反饋。后來，我實在忍不住“生氣”了...
Long time no message from you, everything fine?
Once again, we ask if there is any progress about Opel seal ring project. As you know, we did much work on the development of prototype sample, and it was also approved by the engineer and Lab. Also, we heard that Opel's market in European was unstable and decreasing sharply, and most new projects seemed to be stopped or even cancelled in the coming months. Anyway, we could understand such bad situation. But would you pls give us a firm reply instead of keeping us waiting?
Your early reply is highly appreciated.

這次“生氣”收到了客人的電話，并作了積極的回復。后續(xù)會更新......

Key words:  合理催促、跟進樣品、有效溝通、良好心態(tài)

6. 樣品討論及開發(fā)階段
1) 2012-01-16 核算最終成本
經(jīng)反復與工程師磋商，基本對此產(chǎn)品開發(fā)有足夠的信心。核算最終的模具費給客人，單價照舊。不經(jīng)意間，讓客人對金額數(shù)字產(chǎn)生誤解。按德語經(jīng)驗，小數(shù)點用逗號，但忘了附上大寫金額。客戶有些疑問，再與我確認了一下。
Sorry for causing misunderstanding.
The mold cost is 1000EUR ( one thousand Euro), and it belongs to your company exclusively. Also, we will sign the confidentiality agreement and express to you together with prototype samples.

2) 2012-01-20 節(jié)日問候
Dear Goran,
2012 is coming, pls allow me to congratulate you on the arrival of New Year and extend to you our best wishes for your perfect health, peace, joy, happiness and lasting prosperity.
By the way, we will have Chinese Spring Festival from Jan 21st---29th. Pls send mail to us as usual. In case for urgent need, pls call my mobile phone directly ( No. +86 15***83 ).
Thanks for your cooperation.

3) 2012-01-31 催模具費
Dear Goran,
How are you?
We've just come back to office after holidays. Would you pls feed back regarding the mould fee?
客人這段時間回郵件速度很快。
thanks for asking, I′m very well.
Please make the tool and I need for the Opel engineering 20pcs for testing.If the tests are successful and I get the approval to produce the parts.
Please tell me how long need the tool to produce.

這是個好兆頭，去年等郵件回復讓人幾近煩躁。
Dear Goran,
With the workers coming back these days, the tool will be ready around 30 days after order confirmed, then prototype samples can come out within one week. Apart from our own strict inspection, we totally agree with your procedure of testing.
Pls check the sample invoice and arrange the payment asap.

2012-02-02 催付款狀態(tài)
Dear Goran,
Have you received below mail? If you have paid the mould fee, pls send the bank slip for our record so that we can start making tool.
Your early reply is much appreciated.

沒有回復，2012-02-06 接著催。
Dear Goran,
I heard there was big snow in Germany recently. How are you and your family?
Today, our financial colleague checked again with the bank but still not received your payment. Would you pls provide the bank slip for our record?
Thanks in advance.

客戶簡短回復了,但失言了,當天并沒有提供銀行水單。
I will send today the Bank slip

2012-02-08收到銀行水單，核對后發(fā)現(xiàn)有兩個問題。1) 金額后面小數(shù)點有三個零 2) 受益人沒有采用進出口公司，而直接用了報價抬頭。懊惱呀，要是發(fā)樣品發(fā)票時作進一步解釋就能避免了。
Thanks for your bank slip.
There is something wrong and need you to correct.
1) the amount should be 1000EUR instead of 1000,000 which may be wrong typing.
2) beneficiary bank name should be " Shanghai *** international trading Ltd". In China, we usually choose the international trading company to deal with import&export documents. Others in the bank slip are right, and we write down bank information once again to avoid mistake.
****
Pls kindly revise.

客人耐心的回復，并勸慰不必擔心。即便出錯，匯款會自動退回。
Dear Frank,
this is the correct amount over 1000EUR ,the program has write automatical 1000,000 in this field.I have told with my bank manager, he said he think it will be ok. when not the money will be come back on my account back.
我也是答謝他,并愿意承擔就此可能產(chǎn)生的銀行費用。
Thanks for your reply.
Ok, the amount should be right then. Just revise the Beneficiary name as " Shanghai *** international trading Ltd". If there is extra bank service fee in Deutschland, pls deduct from the mould fee since it’s our fault of not reminding you.

2012-02-09 客人用iPhone發(fā)給我信息。
dear frank,
the money is going out of my account.

Von meinem iPhone gesendet (English: sent from my iPhone )

2012-02-13 一早銀行就打來電話，款項到了，手續(xù)費客人都支付了，心里十分欣慰。
Dear Goran,
We have received 1000EUR, and the mold is under developing. As schedule, the prototype samples will be ready by 2012-03-20.
Any progress will keep you informed.

4) 2012-02-15 再次確認技術細節(jié)
樣品拿到時，我也用卡尺及簡要工量具測量一下，并拍照存檔。大體說來，主要對硬度及防銹措施再次與工程師磋商，并指出此產(chǎn)品的實際應用工況，供他們參考，畢竟我們是用近似的替代材料，而圖紙上也沒有確切的參數(shù)。
Dear Goran,
While preparing the mould and toolings, we need you check the following issue.
1) Inner diameter omits in your drawing. What we measure from your samples is Φ*4mm. Pls confirm if it's correct?
2)Tolerance. As our current capability, we will control size tolerance within ±0.2mm. Acceptable?
3)Other sizes are of no problem.
Looking forward to your early reply.
客人確認如下:
Dear Frank,
according to our measurement is Φ*4mm correct. Please keep it to within ±0.2mm tolerance.Please stick to the alloy of the steel ring, the components and properties should look exactly the same as the samples which I have send you.

我也快速回復：
Thanks for your reply.
Fully noted of the steel ring material, and we will follow the requirement closely. Will keep you informed of the status.

5) 2012-02-23 客人提到嚴格按PPAP流程
Dear Frank,
please can you send me the data sheets for the steel and the rubber for this project?
I need this for the PPAP by OPEL.

客人還挺細心的，一開始我們就與其初步探討了此問題。
Dear Goran,
It's our duty to follow the OEM procedure, and we have much experience of quality control. Since prototype samples will finish around March 15th, relevant files will be sent to you then. Above all, samples will be tested by Opel, like matching performance of assembly, life testing...Only after Opel approval, can we start the following bulk production.
Pls kindly wait by March 15th. Any question, pls let us know.

2012-03-15 生產(chǎn)進度出了些問題，趕緊給客戶通知一聲。習慣心理，讓客人提供快遞賬號。
Dear Goran,
Sorry to inform you that we need a few more days to finish prototype samples. Today, the mold as well as steel frame are ready for vulcanization process, pls check attachment.
We'll speed up this week and get ready both samples and PPAP files by 2012-03-20. Would you pls provide your international express account like TNT or DHL in Germany?
Hope your understanding.

郵件發(fā)出后才意識自己犯傻，客戶付模具費都墊付銀行費了，咱咋能如此小氣呀...
Hello Frank,
Note and thank you. I has not an express account of TNT or DHL.....
Please tell me the freight costs from you to my office, I will make an bank transfer.

客人太有紳士風度，內(nèi)心一陣溫暖，趕緊回復...快遞前再次確認下地址，畢竟一些公司年后有遷址的可能。
No need for the freight cost and we will use our account to send files and samples.
1) Last time you required just 20pcs of samples for testing. In fact, we prepare more, and suggest to take 60pcs in case additional need, Ok?
2) Pls re-confirm your company details below to avoid mistake.

6) 2012-03-20 寄送樣品與文件
樣品檢測后，分獨立內(nèi)袋裝，每個模腔內(nèi)分別編號，嚴格遵循寄樣規(guī)范。將PPAP file電子版發(fā)給客戶，并將正本文件、保密協(xié)議及樣品準備妥當，一起快遞出去。
Dear Goran,
We expressed out files and 60pcs samples on March 20th. Fedex tracking number is ***341.It should arrive at your office this Thusday.

PPAP file 主要準備了如下資料
1.steel supplier datasheet
2.FKM supplier technical data sheet
3.material certification ( steel**)
4.material certification (FKM**)
5.specification inspection report
6.sample weight data
7.FAEF (First Article Examination Form)
8.confirmed technical drawing by both parties
9.Mould photo
10.sample with individual packing (photo)

過了幾天，客人收到樣品，初步滿意。
Dear Frank,
we have get the samples.The first thing I see, looks good.
I have inform the Opel engineering and I will present next week the samples. The engineering will check this parts according to their specifications
I′ll give you the status as soon as possible.

心里的石頭落地了，但誰曾想苦熬的日子還在后頭呢……
Dear Goran,
Yes, the quality depends on Opel testing and actual performance. Pls keep us informed of testing result.

Key Words: 流程、規(guī)范、常識、習慣