我们知道，潜在客户看似令人望而却步，但是至少可以说，曾经他联系你发的一连串的询盘信息和电子邮件，说明他对你的产品是有需求的。所以，我们要进一步的了解他的真正需求是什么，得到客户的信任与支持。

以下是外贸人与优质潜在客户发送电子邮件建立的一些关键要素。

一、联系客户的理由

这个应该是检查你自己的方式。发送开发信联系潜在客户的理由是否让他信服呢？他们是合适的买家角色吗？他们与你过去成交案例的客户是否有相似的地方，你能为客户提供什么价值，如果没有，请先不要联系。

二、立即联系的理由

与判断是否合适买家同样重要的是，你的公司是否有某些产品会迫使他们购买。如果没有紧迫感（这可能以业务上产品急缺的痛苦，突发事件或内部计划等形式出现），则没有理由购买。因此，不仅要寻找适合你公司业务销售垂直的行业和公司。你现在有充分的理由立即联系他吗？

三、发送有价值的邮件

销售过程中我们与客户联系的每个接触点，都应该推动销售的过程去向前发展。流程推进的速度取决于和客户联系的潜在客户阶段，但你不应该只发送一封 “只是在客户那里签到的电子邮件”，我们发的这一封电子邮件要给客户提供有价值的信息。相反，在客户回复邮件之前，我们要确保我们发给客户的电子邮件是有用的。
这里有几个电子邮件开发客户模板（每个模板都对应一个适当与客户建立联系的理由）你可以参考一下。

1.参考采购商公司公告

congrats! have you thought about [business value]?Hey [first name],Because I work so much with [your targeted industry], I constantly follow industry news. I’ve noticed that you recently [company action]. Congrats!Usually when that happens, [business value] becomes a priority. That’s why I thought you might be interested in finding out how we helped [similar company] get going quickly in their new direction – without any of the typical glitches.If you’d like to learn more, let’s set up a quick call. How does [specific day and time] look on your calendar?Regards,[Your name]

2.参考其它相关公司的公告

your announcement this week.[First name],Your latest announcement this week about [news] got me thinking.I found an article on [related topic] that may be useful to you as your company progresses.Here’s the link to read it: [article link]Are you currently working on improving [related business value]? I have some more insight to share that could be valuable.Hope you find this article helpful.Best,[Your name]

3.客户联系介绍

[mutual connection] recommended we get in touchHi [first name],[Mutual connection] recommended we get in touch. I work with [him/her] for a company called [company name] that does [X, Y, and Z].In thinking about your role at [company}, I thought there might be a great fit for yourgroup.Our [product name] has been been extremely well-received in the marketplace and I think it’s something that might be helpful for you!Does this sound aligned with your current priorities?Best,[Your name]

4.提供有用的建议

can we help you achieve [goal] too?Hi [first name],In working with other [job title]s, one of the key issues they’re struggling with is [key issue].This past year we helped numerous companies to [business driver], resulting [money saved, revenue added, productivity increases].A strategy we’ve seen a lot of success with is [key strategy]. Based on what I know about your business, here are a few ways you could put that strategy into action:[Tip 1][Tip 2][Tip 3]Does that sound similar to past challenges you’ve faced? I have some ideas that might help.All the best,[Your name]

5.回应社交媒体的帖子，提出建议
Ideas for [business value]Hey [first name],I saw that you recently posted a question on LinkedIn about how to achieve [business value] for your company.How, if at all, would you like to improve your strategy? I’ve found that [solution] has been successful for others. Here’s a few examples of what other companies I’ve worked with in the past have done that might be helpful to you:[Tip 1][Tip 2]Have you tried any of these strategies in the past? I have some more ideas for how we can help.Best,[Your name]

6.称赞他们的工作
Loved your piece on [insert title/publication]Hello [Prospect name],I admired your recent piece on [insert topic/title] in [insert publication]. I especially liked your point about [insert salient point from article].I thought you might appreciate this piece on a similar topic: [insert article with a tie to your product/service].I'd love to hear your thoughts on the subject.Regards,[Your name]

7.参考一个新角色
Congrats on the new role!Hello [Prospect name],I saw you took on a new role at [company name] recently. Congratulations!I bet you're trying to figure out how to make an impressive (and immediate) mark during your first few months in this new position -- and I think I can help.I've helped companies like yours:[Insert impressive stat][Insert impressive stat][Insert impressive stat]I'd love to tell you more about how I can do the same for you. If this sounds like something you're interested in, feel free to book some time on my calendar: [Insert calendar link]Regards,[Your name]

在下面，我正在跟进一个我在参加网络活动中遇到的潜在客户，并试图与他进行第二次联系。

Great meeting you at [Event name]Hello [Prospect name).It was so great to meet you lest week at [Event name]. I appreciated learning more about your [business pain point) and your goals for the year aheadI have spoken with a few of my colleagues and have a few Ideas on how [Your business name]can help you1. (Benefit 1)2 (Benefit 2)I'd love to tell you a little more about what I have in mind. It you are interested, feel free to book time on my calendar here: (Insert calendar link)Hope you are soltling back into tho swing of things after a few days out of the officeRegards.Meg Prater.

我们在给潜在客户发送的每一封邮件的主要方向是优先解决潜在目标客户遇到的问题，能为客户提供什么价值，在发送之前首先要想一想“为什么是你，为什么是现在”。