通常，外贸业务员有三大关心的问题：引客上门、留住客人、创造回头。这是一种思维惯性，原因来自于外贸业务员思考问题的角度一般都从“如何找客人”开始。事实上，“如何找客人”是从销售者的角度看问题，“如何吸引客人上门”才是从客人的角度看。如果你的询盘回覆率不到一成，如果你的成交率不到1，再怎么去找客人都可能很辛苦。大家通常都习惯于“大海捞针法”做业务。然而，这种做法会让你做很多无用功。所以，对于客户我们要有针对性，因材施教。所谓“磨刀不误砍柴工”，我们要做到以了解针对性做到利益最大化。如何面对客户做到差异化服务呢？
举个例子，客人发来的询盘如下：
Take an inquiry from customer for example:
Hi,
I need a quote for 160000 Magic 8 balls. I'd like a quote for both a custom and standard version.
Thanks,
Brian
既然订单可能很大，就得好好回信，明白告诉客人，我准备得很好。第一封回信的内容不会太多，但质感及深度要足够，这样才能在众多的竞争者中有所区别。而回信之前，要先搞清楚这位客人的详细信息，从而确定该客户询盘的真实性，并为回信做准备。
回信：
Hi, Brian,
Thanks for your big quantity inquiry. We know you are a big company in the US. Although this is our first touch, we really want to provide you as good services as we can. So far we have more than 3 factories supported on this ball. With the original manufactory of this magic 8 ball in Guangdong China, we can balance the price and quality.
At this time I sent you FOB China prices for your eyes first. If necessary I’ll prepare more information to you again.
对客户的差异化服务
包含一个彩色外印标识
We got totally 1 set of standard sayings for customer’s selection.
Remark: Customers can create your own sayings with the new mold, USD 2,000.00 will be charged for this. The molding schedule is 20 days.
Set-up and films charge: USD 150.00/job
Payment:
Set-up charge: 100% deposit
Custom saying molding charge: 100% deposit
Mass production amount:
By sea:
T/T 30% as the deposit when the order confirmed, the balance should be paid against the copy of the B/L.
By Air:
Not advice due to liquid in ball.
Please kindly note that payment terms above are for one shipment only. If any partial shipment is needed, please advise us the shipment details for further information.
More detail information is here at “Magic 8 balls” （说明：公司网站上具体产品的链接）.
Hope the information above would help you. If you need local contact or any other questions please feel free to contact us.
Thanks again.
David
在一封邮件及一个网站中表现自己是非常重要的，如果连这两件事都没有做好，那实在是算不上做好准备了。你下的功夫客人是很容易看出来的，这也体现出一种良好的服务意识。如果你做到了这一点，你对客人的第一次服务就可能产生差异化，让客人“眼睛一亮”。
从“客人的客人”角度想事情，将心比心。
客人的回复如下：
Thanks David,
Just to confirm, the prices below include bulk shipping from China delivered to Portland Oregon? If not I need to know what the shipping cost would be.
Thanks,
Brian
很多人报个出厂价就以为“万事大吉”，其实从“客人的客人”角度想事情，把数据都准备好给他，让他工作更方便，从而更快获得订单，是让我们更加好的获利的。我以为以下差异化服务的几个要素，非常重要：
诚信
明确的标出价格与服务，而且标错或报错价格也要去认。如果未来出状况了，要负责到底，当然要先控制能力范围内能承担的责任。如果责任太大，也不要轻举妄动。
有礼貌
很多的新手英文不够好，有些表达显得很没礼貎。比如: I can help you，还有take care your body之类的。另外，还经常沒事就去打扰客人，想要加客人的msn、skype等。
反应快
是很重要的服务性，而且是我们能做得到，又不必花钱。
服务到客人的客人
前面举过例可知，从“客人的客人”角度出发来想事情，站在客人角度，有利于我们更好的解决问题，将心比心很重要。
