在外贸业务过程中，报价后石沉大海，客户毫无反馈是最让人头疼的事情之一。但别急于放弃，这并不意味着没有机会，只要掌握正确的跟进步骤和方法，步步为营，就能把客户从沉默中拉出来，推向成交。
第一步：初次跟进(报价后一周左右)
跟进方式与话术
邮件礼貌询问：
主题可以写 “Follow - up on our quotation for [产品名称]”
正文先礼貌问候，如 “Dear Mr./Ms. [客户姓名]，I hope this email finds you well.”
接着简单提及之前报价的事，“We sent you a quotation for [产品名称] last week. Have you had the chance to review it? We're looking forward to your feedback so we can further assist you.”
这样语气不卑不亢，既提醒了客户，又没有给对方太大压力，方便客户快速回顾起这件事。
结合产品信息：
如果之前报价信息比较繁琐，此次跟进可以再提炼一下关键产品的卖点，附上一张清晰精美产品图，让客户眼前一亮。
比如 “We understand you're seeking high - quality products. Our [产品名称] features [列举几项关键优势，像高耐用性、独特设计等]，as shown in the attachment. If you have any questions about it, feel free to reach out anytime.”
目的
此时跟进，一是确认客户是否收到报价，排除其他因素可能让邮件出现遗漏；二是给予客户二次机会去留意产品，有些客户或许当时忙，无暇顾及，这次提醒能唤起他们关注。
第二步：二次跟进(第一次跟进后一周左右)
跟进方式与话术
电话+邮件组合拳：
试着通过电话建立沟通，电话接通后，热情地问好，说 “Hi, Mr./Ms. [客户姓名]，this is [你的名字] from [公司名]. We recently sent a quotation and followed up via email. I wanted to personally check in to see if you had any thoughts or if there's anything more we can clarify for you regarding our product.”
考虑到客户可能没空细聊，电话里别啰嗦太久，主要是表明你很重视这单生意，想听听客户想法。
邮件补充细节：
电话后及时补充一封邮件，主题 “Further Follow - up on [产品名称] quotation”
内容回顾刚才电话里所说的重点，再强调 “Please let us know a time that's convenient for you to discuss further about the quotation. We're eager to make sure we meet your requirements.”
同时，附上之前的报价单及相关产品资料链接，方便客户查阅。
目的
一周过去客户仍没回应，电话能直接接触到客户，传递诚意，让客户感受到你的积极态度。而且电话沟通效率高，或许能当场就得知客户搁置回复的简单原因，像产品不符合需求、价格考量等，为后续调整策略做铺垫。邮件则进一步巩固这次电话联系，把关键信息留给客户。
第三步：针对性跟进(第二次跟进后一周左右)
跟进方式与话术
基于客户可能顾虑发邮件：
假设前几次跟进推测客户对价格迟疑，邮件主题写 “Special Consideration on Price for [产品名称]”
正文 “Dear Mr./Ms. [客户姓名]，we value your potential business and understand price is a key factor. We've reviewed our quotation again and can offer some flexible options [比如适当让利、调整采购量对应价格梯度等] to better suit your budget. Let's discuss how we can reach a mutually beneficial agreement.”
若是觉得产品匹配度可能有问题，主题 “Discover How [产品名称] Can Align with Your Needs”
正文里详细阐述产品如何契合客户业务场景、解决痛点，引用同行业类似成功应用案例，引导客户重新审视产品价值。
提供案例或样品吸引：
如果产品有现成国外客户使用好评案例，附上案例截图、客户反馈等，说 “We've helped [案例客户公司名] in [客户所在行业] achieve [具体成果，像提高效率、降低成本百分比等] with this product. Would you like to learn more about how it can do the same for you?”
或是主动提出寄送小样，写 “To give you a better understanding of our product quality, we'd like to send you a free sample of [产品名称]. Just let us know your shipping address when you're ready.”
目的
此时要直击客户潜在痛点，通过针对性让步(价格、提供更多信息、样品等)打破僵局，让客户看到诚意以及产品实实在在能帮到他们的地方，刺激客户做出回应。
第四步：激活性跟进(第三次跟进后一周左右)
跟进方式与话术
社交平台互动+邮件：
先在领英等常用社交平台，搜索到客户个人账号，适当点赞、评论他们发布的行业动态、公司消息，建立和促进 “线上联系氛围”。
随后发邮件，主题 “Connected on LinkedIn, Interested in Your Business Progress”
正文 “Hi Mr./Ms. [客户姓名]，I noticed your recent posts on LinkedIn about [提及客户公司业务新动态]. It's impressive! Regarding our previous quotation for [产品名称], we're still very keen to explore合作机会 with you. We believe our product can support your ongoing development in [客户业务拓展方向等]. When can we set up a call or meeting to move this forward?”
把社交互动作为契机，引入报价合作话题。
参加展会邀请：
如果近期有行业展会，邮件邀请客户 “There's an upcoming industry trade show in [展会地点] from [日期]. We'll be exhibiting our latest products, including [产品名称]. It would be a great chance for you to see our product in action and meet our team. Would you be interested in attending? We can arrange a meeting there.”
目的
换种轻松的社交、线下活动角度切入，给客户营造新新鲜鲜的互动感，让跟进不再只是单调的问是否接受报价，而是和客户拓展更多业务交流可能，激发客户参与后续沟通的意愿。
第五步：冲刺性跟进(第四次跟进后一周左右)
跟进方式与话术
邮件施加适度紧迫感：
主题 “Last Chance to Secure [产品卖点相关优势] with Our [产品名称]”
正文 “Dear Mr./Ms. [客户姓名]，after several follow - ups, we're eager to move this potential合作 forward. However, due to [编个合理理由，像原材料成本上涨趋势、旺季订单排期临近等], our quotation may need adjustments soon. If you can confirm your order or give us a clear signal within [具体天数], we can lock in the current favorable terms for you. Don't miss out on this opportunity for [再次强调产品能带来，好处如提升市场竞争力等].”
提供额外承诺保障：
比如写 “Once you place the order, we guarantee [交付期保障、售后质保延长承诺等]. You can rely on us for a smooth and reliable合作 experience.”
目的
经过前面多轮铺垫，此时给客户一定紧迫压力，配合承诺兜底保障，倒逼客户做决定，要么拒绝要么下单，避免一直拖下去。
通过这五步环环相扣的跟进流程，从温柔提醒、电话接触、针对性破局、另辟蹊径互动，到最后冲刺施压，把客户一步步引导回应，逐步靠近成交大门。外贸业务员们可以大胆实操起来，把那些沉默客户变成熟客源！
