外贸销售邮件模板与SOP操作手册
专为 Liangte Steel 销售团队打造的标准沟通流程与精准触达工具包
1. 公司对外定位与销售原则
1.1 对外定位
建议定位: Liangte Steel 是面向钢材进口商、库存商、分销商、制造商及项目采购方的钢材与工业管道产品供应商。销售沟通应以“匹配采购规格、减少询价摩擦、帮助买方完成技术与商务确认”为核心,而不是泛泛宣传公司实力。
推荐英文定位句:
"Liangte Steel supplies steel and industrial piping products for distribution, fabrication and project requirements. Its catalog covers stainless steel plate, coil, bar and pipe; selected alloy and nickel-based pipe materials; and carbon/stainless steel flanges and butt-weld fittings."
* 使用上句时,应根据实际询盘删去不相关的材料或产品,不要让客户误以为每个牌号都适用于所有产品。
1.2 目录确认的产品范围
| 产品组 | 目录中明确出现的产品 |
|---|---|
| 不锈钢平材 | Stainless steel plate/sheet、stainless steel coil |
| 不锈钢棒型材 | Round bar、hexagonal bar、square bar、rolled flat bar、angle bar、channel bar、half rounds |
| 管材 | Stainless steel seamless pipe/tube、welded pipe/tube;目录企业简介另列 round、square、special-shaped、sanitary、precision-finished、capillary pipe/tube |
| 对焊管件 | Stainless steel and carbon steel butt-weld fittings;90° LR elbow、45° LR elbow、180° return、tee、reducing tee、concentric reducer、eccentric reducer、cap、lap-joint stub end |
| 法兰及相关件 | DIN/ANSI/ASME flange;RF、FF、weld neck、slip-on、plate、blind、socket-weld、orifice、threaded、lap-joint、spectacle flange/blind、orifice plate、blank;carbon steel and stainless steel flanges;tubesheet 及部分特殊法兰 |
| 高压管件 | Elbow、tee、pipe nipple、plug、union、coupling、hex plug、outlet、NPT cap;尺寸范围 1/8"-2"(须逐单确认压力和材质) |
1.5 销售沟通七大原则
- 先复述客户需求,再给答案或提问。
- 将询盘分为:可直接报价、缺少关键规格、仅缺数量三类。
- 第一轮只问决定产品与价格的 2-4 个参数。
- 先回答客户刚提出的问题,再把流程推进到一个明确下一步。
- 每封邮件只设置一个主要 CTA,并尽量让客户一行即可回复。
- 每次跟进都增加新价值:简化参数、核对规格、对齐报价口径、提供条件式替代方案或明确项目时间点。
- 价格谈判比较同一技术和商务基础,不诉苦、不虚构利润、不贬低其他供应商。
2. 开发信模板库 (Cold Email Templates)
2.1 Template 1 - Short Scope Check / 简短直接型
主题行参考:
- 1. Steel products within [COMPANY]'s sourcing scope?
- 2. A quick product-scope check for [COMPANY]
- 3. Plate, pipe or fittings - which is relevant?
Hi [FIRST NAME], I am reaching out to see whether our steel range matches [COMPANY]'s current sourcing scope. Liangte Steel supplies stainless steel plate, coil and bar, seamless and welded pipe, plus carbon and stainless steel flanges and butt-weld fittings. I do not need an RFQ at this stage. Knowing the relevant product family is enough for me to send only the information that may be useful to you. Which is currently more relevant to your purchasing: plate, bar, pipe, flanges or fittings? Best regards, [OUR NAME] [OUR COMPANY]
💡 核心 CTA: Which is currently more relevant to your purchasing: plate, bar, pipe, flanges or fittings?
2.2 Template 2 - Website Product Match / 产品匹配型
主题行参考:
- 1. [PRODUCT] supply for [COMPANY]
- 2. A sourcing question about your [PRODUCT] range
- 3. [MATERIAL] [PRODUCT] for your current line-up
Hi [FIRST NAME], I noticed that [COMPANY] lists [PRODUCT] on its website. That is why I thought our range might be relevant: Liangte Steel supplies [MATCHED PRODUCT RANGE], including catalog-listed stainless and carbon steel options where applicable. Rather than send a broad catalog, I can narrow the information to the materials and standards your team actually buys. This should make it easier to judge whether there is a sourcing fit. Which material or grade do you purchase most often for [PRODUCT]? Best regards, [OUR NAME] [OUR COMPANY]
💡 核心 CTA: Which material or grade do you purchase most often for [PRODUCT]?
2.3 Template 3 - Mixed RFQ Problem Solver / 问题切入型
Hi [FIRST NAME], Mixed steel RFQs often take longer because pipe, fittings and flanges are quoted by different suppliers, while one missing schedule, class or material holds up the comparison. Liangte Steel covers plate, bar, pipe, flanges and pipe fittings. If useful, I can review one current item list and mark which lines are ready to quote and which need a simple technical confirmation. No pricing commitment is required for that check. Would it help if I review one active RFQ for missing specifications? Best regards, [OUR NAME] [OUR COMPANY]
2.4 Template 4 - Stockist Replenishment / 分销商与库存商专用
Hi [FIRST NAME], For a distributor or stockist, the useful question is not whether a supplier has a long catalog, but whether the range fits recurring replenishment and mixed orders. Our catalog covers stainless steel plate, coil, bar and pipe, together with carbon and stainless steel flanges and butt-weld fittings. We can review a replenishment list as separate lines or as one combined quotation, subject to specification confirmation. Which product family or grade does [COMPANY] replenish most regularly? Best regards, [OUR NAME] [OUR COMPANY]
2.6 Template 6 - Pipe, Fittings & Flanges Package / 管件法兰组合开发
Hi [FIRST NAME], When pipe, butt-weld fittings and flanges belong to the same line, separate sourcing can create mismatches in material, schedule, pressure class, documentation and delivery timing. Liangte Steel can review these product groups together and prepare a combined quotation where the requested specifications fall within our supply range. Our catalog includes seamless and welded pipe, elbows, tees, reducers, caps, stub ends, flanges and high-pressure fittings. Do you normally source pipe, fittings and flanges as one package? Best regards, [OUR NAME] [OUR COMPANY]
3. 询盘回复模板库 (Inquiry Reply Templates)
3.1 Complete Inquiry - Quote Ready / 信息完整直接报价
Hi [FIRST NAME], Thank you for the detailed request. I understand you need [QUANTITY] of [GRADE] [PRODUCT], [STANDARD], [SIZE], for delivery to [DESTINATION]. Our quotation is attached/prepared on the following basis: - Price: [PRICE] - Delivery term: [DELIVERY TERM] [PORT] - Lead time: [LEAD TIME] - Packing: [PACKING] - Testing/documents: [REQUIRED DOCUMENTS] The technical and commercial scope follows the information in your RFQ. Please confirm whether [DELIVERY TERM] [PORT] is the correct basis for your evaluation. Best regards, [OUR NAME]
3.2 "Please Send Price" / 客户只索要价格
Hi [FIRST NAME], I understand you would like a price for [PRODUCT]. To quote the correct item rather than give a misleading figure, I need only four details: [GRADE], [SIZE], [QUANTITY] and the delivery point or required Incoterm. You can reply in one line, for example: [GRADE] | [SIZE] | [QUANTITY] | [PORT]/[DELIVERY TERM] Once I have that line, I will prepare the quotation on the correct technical and delivery basis. Best regards, [OUR NAME]
💡 核心格式引导: [GRADE] | [SIZE] | [QUANTITY] | [PORT]/[DELIVERY TERM]
3.7 Multiple Products / 多产品询盘
Hi [FIRST NAME], I understand your request includes [PRODUCT LIST], with delivery to [DESTINATION]. We can review the items as one RFQ while keeping each product's specification and price separate. To avoid several rounds of questions, please place each line in a simple table with: product, grade, standard, size, quantity and any mandatory testing/document requirement. I will mark any missing field directly in the same list and then prepare the quotation line by line. Could you send the item list in that format? Best regards, [OUR NAME]
4. 邮件跟进模板库 (Inquiry Follow-up Templates)
4.C Quotation Sent - No Response / 报价已发,未回复
Hi [FIRST NAME], For quotation [QUOTE REFERENCE], I can revise the comparison basis if your buying quantity, delivery term or technical scope has changed. This is often more useful than changing the price without knowing which part no longer fits the purchase plan. If you identify the main gap, I will review that point first and keep the remaining lines unchanged. Which should I revisit first: technical scope, quantity or delivery basis? Best regards, [OUR NAME]
4.I Internal Discussion - Long Silence / 长期未回复(状态判定)
Hi [FIRST NAME], To keep our quotation work aligned with your internal review, a one-word status is enough. I can then maintain the current basis, pause the file or close it without sending unnecessary follow-ups. Please reply with one of the following: ACTIVE - still under review HOLD - timing not fixed CLOSED - no longer required Which status should I record for [QUOTE REFERENCE]? Best regards, [OUR NAME]
5. 价格谈判模板 (Price Negotiation Templates)
5.1 "Your Price Is Too High" / 客户说价格太高
Hi [FIRST NAME], Thank you for being direct. I understand that our price is above your current expectation. Before revising it, I would like to make sure we are comparing the same material/grade, standard, tolerance, testing and certificate scope, surface, packing, quantity and delivery term. Any one of these can change both the unit price and the total landed cost. Could you tell me which quoted line is above budget and the target level for that line? I will review the most relevant cost drivers first. Best regards, [OUR NAME]
5.2 "Another Supplier Is Cheaper" / 其他供应商更便宜
Hi [FIRST NAME], I understand that another offer is lower. A lower price can be valid, but the comparison is useful only if the scope is the same. Could you confirm whether that offer uses the same [GRADE], [STANDARD], dimensions/tolerances, testing and certificate requirements, surface, packing, quantity and [DELIVERY TERM] to [PORT]? You do not need to share the supplier's name or confidential quotation. If the basis matches, I will recheck our commercial position. If it differs, I will show the exact scope difference so you can compare the landed and compliant cost. Best regards, [OUR NAME]
6. 产品分类第一轮关键问题库
| 产品 | 第一轮最小信息 | 易回复英文问法 |
|---|---|---|
| Plate / Sheet | Grade; thickness × width × length; quantity/weight | Could you reply with [GRADE] | thickness × width × length | total weight or pieces? |
| Seamless/Welded Pipe | Grade/standard; OD/NPS × WT/schedule × length; quantity | Could you send [GRADE]/[STANDARD] | OD/NPS × WT/SCH × length | quantity? |
| 90°/45°/180° Elbow | Material/standard; size × schedule; degree/radius; quantity | Please confirm [MATERIAL]/[STANDARD] | size × schedule | degree/LR or SR | quantity. |
| Flange | Material/standard; type and face; size × class/PN; quantity | Please reply with [MATERIAL]/[STANDARD] | flange type/face | size × class/PN | quantity. |
| High-pressure Fitting | Material; type & size; pressure rating/end connection; quantity | Please confirm [MATERIAL] | type/size | pressure rating and end connection | quantity. |
9. 核心变量速查表
| 变量 | 填写指南 | 示例 / 注意 |
|---|---|---|
[FIRST NAME] |
客户名字 | 签名或官网核实,不确定时不猜性别 |
[PRODUCT] |
单一主产品 | seamless pipe, weld neck flange |
[SIZE] |
与产品匹配的完整尺寸规格 | Plate: t × W × L; Pipe: OD/NPS × WT/SCH × L |
[QUANTITY] |
件数、米数或重量,带单位 | 120 pcs, 8 MT, 600 m (切勿只写纯数字) |
[DELIVERY TERM] |
贸易条款及港口 | FOB Shanghai, CIF Hamburg |