国人推销往往喜欢拐弯抹角，但其实和老美套词，简洁为好。
因为在人家不知道你的情况下，多说反倒不宜，切中要点，给对方说清楚你能为对方带来什么好处，就够了。
下面就介绍一个推销产品的模板:
Subject: (something relevant to the prospect)
Dear (Mr./Ms. prospect’s last name),
I’m contacting you because I may be able to (potential benefit to the prospect).
Companies like yours (list companies) hire us to do (something quantifiable that leads to that potential benefit).
Reply to this email and I’ll email you some details so that you can quickly evaluate whether it’s worth your time to pursue this.
(sender’s name and contact info)
要点分析
1) 标题要写对方关心的事儿，something relevant to the prospect, 比如:
–a recent change in the prospect’s business, 观察到对方生意近期不景气;
–a factoid about the prospect’s competitor, 对方的竞争对手最近有什么动态了;
–who referred you, 谁给你介绍认识的;
这样不是彻底的cold email。
2) 不要拐弯抹角，要上来就表明能给对方带来什么好处，这样对方会欣赏你的坦诚。
要记住，是人都关心 “What’s in it for me?”，你是谁不重要，你能为对方做什么，这个才是最重要的。
3) 写上以前的几个客户作为参考，而且这几个客户是和对方差不多情况，这样非常有说服力。
但如果没有这样的客户名单的话，也可以说，”Our customers hire us to do…”
4) 做销售都不是一蹴而就的，客户都是从know, like 然后才到 trust，才能给你订单的。
所以，不要指望客户一下子就可以跟你约谈。只要能够keep the conversation going就是胜利。
给客户留下信息，然后有兴趣可以来跟你谈，这样显得你不pushy，很委婉。客户都不是傻子，感兴趣自然会看你的网站或者给你打电话的。
下面是用这个模板写的具体的例子:
—-
Subject: Inventory Cost Overruns
Dear Mr. Jones,
I’m contacting you because I might be able to help you reduce your inventory costs.
Our customers hire us to restructure their supply chain to ensure just-in-time component delivery. This typically reduces their inventory storage expense by 40 to 50 percent.
Reply to this email and I’ll email you some details so you can quickly evaluate whether it would be worth your time to look into this.
Thanks,
John Smith, Acme
1-212-555-1212
cifshanghai.com
—-
William
https://cifshanghai.com
