外贸常用邮件模板——询盘与报价篇

外贸常用邮件模板——询盘与报价篇 作者: 全球搜 发布时间:2025年12月04日

 一、为什么邮件在外贸B2B中如此重要?

在外贸B2B领域,邮件是交易的“生命线”。不同于B2C的即时购买,B2B交易往往需要数周甚至数月的沟通协商。一封专业的邮件不仅能展示公司实力,更能建立长期信任关系。据统计,70%的B2B订单始于邮件询盘,而回复质量直接决定30%以上的成交率

二、询盘邮件模板详解

🌟 模板1:初次询盘(买家主动联系)

主题行技巧:

  • · 清晰明确:Inquiry about [产品名称] - [公司名称]
  • · 简洁专业:RFQ: [产品型号/编号] for [用途]

正文模板:

Dear [供应商名称] Sales Team,

We are [您的公司名称], a leading [您的行业] company based in [您的国家/城市]. We specialize in [您的业务范围] and have been in this industry for [年数] years.

We found your company through [来源:如Google搜索等] and are impressed by your [具体产品系列或公司特点].

Currently, we are looking for [详细产品描述,包括规格、材料、用途等]. Our requirements are:
- 规格1: [具体说明]
- 规格2: [具体说明] 
- 预计订单量: [数量范围]
- 目标价格: [如有预算]
- 交货期: [期望时间]

Could you please provide:
1. Detailed product specifications
2. Price list with different quantity tiers
3. MOQ (Minimum Order Quantity)
4. Lead time
5. Payment terms
6. Samples availability and cost

If possible, please also send your company brochure and relevant certifications.
We look forward to your prompt reply.
Best regards,
[您的全名]
[您的职位]
[公司名称]
[联系电话]
[公司网站]
[地址]

📌 关键点解析:

  • 自我介绍:建立可信度,说明公司背景
  • 赞扬对方:表达诚意,不是群发邮件
  • 具体需求:越详细越好,减少来回沟通
  • 明确问题:列出需要的信息清单
  • 完整签名:方便对方联系

💬 模板2:回复询盘(卖家收到询盘后)

黄金回复时间: 研究显示,5分钟内回复的邮件获得回复率最高,但质量比速度更重要。理想是在2-24小时内回复

主题行: Re: Inquiry about [产品名称] - [公司名称]Quotation for [产品型号] - [您的公司名称]

正文模板:

Dear [客户姓名],

Thank you for your inquiry about [产品名称] dated [日期]. We appreciate your interest in our products.

We are [您的公司名称], a professional manufacturer of [产品类别] with [年数] years of experience. We have served clients from [国家1], [国家2] and [国家3] with high satisfaction.

Regarding your request for [产品名称], we are pleased to offer the following:

**Product Details:**
- Model: [型号]
- Specifications: [详细规格]
- Material: [材料]
- Features: [特点1, 特点2, 特点3]

**Pricing (EXW/FOB 等贸易术语 [港口]):**
- 1-100 pcs: $[价格]/pc
- 101-500 pcs: $[价格]/pc  
- 501-1000 pcs: $[价格]/pc
- Above 1000 pcs: Customized quotation

**Additional Information:**
- MOQ: [最小起订量]
- Lead Time: [生产时间] days after receiving deposit
- Payment Terms: [付款方式,如30% TT deposit, 70% before shipment]
- Validity: This quotation is valid for [天数] days
- Sample: Available for $[样品费] (refundable upon order)

Attached please find:
1. Our detailed product catalog
2. Company introduction
3. Product specifications sheet
4. Quality certifications [如ISO, CE等]

To help us provide more accurate information, could you please let us know:
1. Your target market/end users?
2. Preferred shipping method?
3. Any specific packaging requirements?

We are confident that our product will meet your needs. For any questions or to place a trial order, please feel free to contact us.

Looking forward to the possibility of working with you.

Sincerely,
[您的全名]
[职位]
[公司名称]
[电话/WhatsApp/Skype]
[网站]
[地址]

💡 进阶技巧:

  • 个性化:提及客户所在国家或市场特点
  • 附加值:提供市场建议或产品使用技巧
  • 社交证明:提及类似客户的成功案例
  • 行动呼吁:明确下一步建议

三、报价后的跟进策略

➡️ 模板3:初次跟进(报价后3-5天)

Dear [客户姓名],

Hope this email finds you well.

I’m following up on the quotation we sent on [日期] for [产品名称]. I wanted to ensure you received all the information needed and address any questions you may have.

Many of our clients in [客户国家或类似市场] have found that [提及产品优势如何解决特定问题]

Would you be interested in discussing this further or considering a sample order to evaluate the quality firsthand?

Looking forward to your feedback.

Best regards,
[您的姓名]

🔄 模板4:二次跟进(首次跟进后7-10天)

Dear [客户姓名],

I hope you’re having a productive week.

I’m touching base again regarding our quotation for [产品名称]. I understand you may be evaluating multiple suppliers, and I’d like to highlight what sets us apart:

1. [核心竞争力1,如“15年专注生产经验”]
2. [核心竞争力2,如“所有产品通过CE/ROHS认证”]  
3. [核心竞争力3,如“提供定制化解决方案”]

If price is a consideration, we may be able to offer more favorable terms for [具体条件,如“larger quantity orders” or “long-term cooperation”].

Would you be available for a brief call next week to discuss how we can meet your needs?

Kind regards,
[您的姓名]

四、常见错误与避坑指南

❌ 千万不要这样做:

  • 群发明显:使用“Dear Sir/Madam”且没有个性化内容
  • 附件过大:超过10MB的附件可能被屏蔽
  • 语法错误:使用Grammarly或类似工具检查
  • 过度推销:第一封邮件就要求视频会议或电话
  • 忽略时区:在对方非工作时间频繁发送

✅ 应该这样做:

  • 研究客户:查看对方网站,在邮件中提及相关内容
  • 简洁专业:重点突出,段落清晰
  • 移动端友好:超过50%的邮件在手机查看
  • 测试发送:先发给自己检查格式
  • 使用专业邮箱:避免使用免费邮箱如123@gmail.com

五、实战案例:从询盘到成交的邮件演进

🌍 背景:德国客户询盘户外LED灯具

  • 第一轮:询盘与报价
    客户需求详细:2000套,IP67等级,CE认证
    我方回复:24小时内提供完整报价+技术参数+相似项目案例
  • 第二轮:谈判与调整
    客户要求:降价10%,修改包装
    我方回应:接受包装修改,降价5%,但建议增加500套以获得更好价格
  • 第三轮:样品确认
    提供免费样品但客户承担运费
    发送样品跟踪号和质量检测报告
  • 最终轮:订单确认
    发送Proforma Invoice
    明确生产时间表和质量检查节点

结语:邮件背后的商业哲学

在外贸B2B中,每一封邮件都是公司形象的缩影。专业不是冷冰冰的格式,而是理解对方需求、提供解决方案的能力。记住,最好的邮件模板不是复制粘贴,而是以客户为中心,用专业和诚信搭建的沟通桥梁。

从今天起,尝试将模板个性化,注入你的专业见解,你会发现,邮件不仅是交易的开始,更是长期合作的基石

*本文为通用指南,实际应用中请根据具体业务调整。外贸环境不断变化,持续学习和适应是成功的关键。*

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