这其实是我讲的第8个“ELISA和客户的故事”，也是迄今为止我跟客户“谈恋爱”最长的一个，希望小伙伴们看完能有所收获。

本文大纲：
1）申请寄样失败
2）跟客户交心
3）寄免费样品，成为备胎
4）备胎上位，成功转正

客户简介：Kevin,英国。一个刚开始连发免费样品的机会都不愿给的“高冷男神”。

1、申请寄样失败

收到询盘：

入职八个月后，收到一封来自阿里的询盘，我随即给了回复(略显稚嫩)：

Hi Kevin,
This is Elisa from SJ.
We got your request on alibaba about 35mm 6pcs smd5050 pixelled. 12v/24v, I think we can help you.
Three different cover styles here for your reference.
(不同类型的产品图片)
They are all in good sale.
okay for you? which style you prefer?.....
If more details, pls contact me freely byskype,whatsapp, or email.
Looking forward to your kind reply.
Best regards
Elisa

小结：其实我犯了一个严重的错误：客户的邮箱后缀是公司的，我没有在收到询盘的第一时间就先对他和他的公司进行分析，就贸然回复。事实证明，不了解客户之前的一切回复，都是在瞎耽误工夫。知己知彼，才能百战不怠。

客户的回复：

但是，他还是回复了我，邮件里还带上了签名。

Hi Elisa,
I am interested in these, can they be supplied with different length tails on them? Are you able to send me one or two as a sample for me to test?
Regards,

我的回复：

Hello Kevin,
Thanks for your kind reply.
Yes,the wire length can be customized.
Free samples are available.
We can supply one piece of each style for your reference (3pcs in total), only charge $25 shipping fee for them byDHL.
okay for you?
If yes, pls kindly tell me:
1> your shipping address &phone number
2> how long you need for the tails?
3> waterproof connector or not?
4> do you have your own control system to work with?
Thanks!
Kind regards
Elisa

小结：这里又犯了一个错误：在还没建立信任之前，一口气问太多问题，而且急于求成，容易招致客户反感。

意料之中，他并没有回复。4天后，我跟进了一封邮件：

Hi Kevin,
Elisa again.
Attached is the invoice for your sample order, pls kindly check.
*3pcs 35mm 6leds pixel led/ 24V/ non-waterproof connector
*Qty: one piece for each style (3pcs in total)
(产品图片)
I read your company website seriously (http://www........co.uk/),
so I guess you may have your own control system, because you are so professional in this field.
If you have your own DHL account, we can ship the samples by freight collect.
okay for you?
Kind regards
Elisa

小结：客户不回复之后，我反思一下自己，开始试图通过他的网站了解更多，并进行了简单的猜测，希望能建立互动。


客户的回复很扎心：

Hi Elisa,
I have some samples coming from someone else, so don’t think I will need these now.
Regards,

言外之意：我已经收到很多别人寄来的样品了，你就别发了，没必要。

2、跟客户交心

接下来，我一直保持着30天左右的跟进频率，这期间能用的跟进套路基本上都用上了，包括：

1）推荐新产品
2）产品升级后的市场反馈信息
3） 同类客户的产品需求
4）产品价格更新
5）热销产品的折扣
6）新发产品的免费试样
......

终于，4个月后，我收到了客户的第一次回复：

Hi Elisa,
Thanks for info, how much would it cost for a box of samples of all the different items you produce?
Regards,

我的回复是：

Hi Kevin,
So glad to get your mail again.
I gave you two solutions about the samples, please see attached invoices.
1> for better testing, one chain of each item
2> one piece one item with free charge
Need charge shipping fee for the both, hope you can understand.
By the way, we also have some other similar items with market.
Here is the link of our website: www.**.com, please have a look first if necessary.
Which solution you prefer? or other sizes,please?....
Best regards
Elisa

怕自己没表达清楚，我接着又跟进了一封邮件：

Hi Kevin,
Elisa again, hope not disturb you.
May I get your idea about the two solutions? or better solution, please?
I think you may need items with small diameters, please see attached photos with 30mm 3LEDs.
17mm, 26mm, 30mm, 35mm, 38mm, 40mm, 45mm, 50mm, 60mm....
they are all items in hot sale, different styles in each item.
Could you tell me which item you prefer? I'll show you more details if possible. Thanks!
Best regards
Elisa

客户的回复是：

Hi Elisa,
Are these all individually addressable? We tend to used simple RGBW sets of lamps that are all controlled and the same. I don’t need to control them all separately, but need them to all be the same and controlled from a single controller, like I might with standard LED Tape.
Hope that makes sense.
Regards,

然而，在我按他要求报价之后，客户跟我说：

Just asking the question at moment, it isn’t a definite requirement yet.


小结：虽然这次我并没有得到订单，但是通过此次的交流，我了解到了客户的真实需求。以后可以更有针对性地进行推荐，不会再像以前那样“乱投医”了。

P.S: 多让客户说话，你才能了解他更多。

趁热打铁，我的回复是：

Thanks Kevin!
I have checked your website many times, I think you also need high quality led tapes.
4oz led tapes are widely used on the stage.
Actually, we have many good customers as you in the UK.
If there is anything I can do for you, please don't forget me. I'm always here.
Kind regards
Elisa

他回复我说：

Hi Elisa,
Yes, we use a lot of LED tape, more than anything else really. We buy from a UK company who spends a lot of time making sure colour temperatures between batches match up. Is this something you do?
Regards,

小结：看到他的回复，我终于知道他一直不理我的原因了：原来他有一个合作多年的本地厂家，而且从他的话里可以感觉到，他对这个厂家很满意。最让我的兴奋的是，客户终于跟我交心了!

我的回复是：

Hi Kevin,
Nice weekend! Sorry for my late reply.
Regarding colour temperatures, mostly we do colour temperatures according to customers's required.
Throughout all customers in the UK, you all need high-quality tapes with strict parameters.
so, we have confidence in ourself to meet your requirements as well.
If possible, please give us a chance to prove that. maybe samples first?...
Thanks a lot!
Kind regards
Elisa

再之后，我发的邮件就都石沉大海啦！


3、寄免费样品，成为备胎

有首歌是这样唱的：“终于等到你，还好我没放弃。”用在这里，再贴切不过了。

因为，从2017年6月10日到2018年9月4日，差不多一年3个月，我终于等来了他的又一次回复。

我们公司出了一款新产品，刚好能满足他的要求。于是，我给他写了一封邮件：

Hi Kevin,
How are you?
I'm writting to recommend you another newest led tape with GS2808 chip, specification as attached for your reference.
To be honest, few manufacturers can make it by now.
30LEDs/m, 60LEDs/m, 144LEDs/m for optional.
The cooper thickness is 3oz, and they can be powered one side without voltage drop, no need custom it with 4oz for stage use (产品图片)
The sooner you use it, the sooner you open a new market. This is really a good chance especially in the period of busy season's coming.
If you want samples, I'd like to send you for free.
Kindest regards,
Elisa

他的回复是：

Hi Elisa,
If you want to send me any samples of anything you make, free of charge I am happy to receive them and see how we can use them in our work.
Regards

这对我来说，真是个天大的好消息！他终于不再抗拒我的寄样请求了，虽然要求“全免费”。

我即刻找领导协商，把我这一年多的跟进“添油加醋”地哭诉一通，并让他知道，如果能全免费发出样品，这个客户能带来的回报肯定是“物超所值”的。

最终，领导被我成功说服。

我筛选出了6款适应客户市场的产品，总金额超过100美金（公司规定是免费样品不能超过10美金），并免去了运费，给他无偿地发了过去。