正所谓知己知彼，百战百胜。外贸业务工作中，与国外客户沟通时，了解他们的性格特点、采购习惯是提高达成交易成功率的基础。比如中东人慢热，欧洲人追求质感，北美国家直白，南美洲则喜欢OEM……
同时，开发不同国家的客户时，你的开发信也需要针对性调整。
那么今天，就一起来了解不同国家客户的性格特点、采购习惯，并附上对应通用型的开发信模板，帮助你开发新客户事半功倍，订单不断！
一. 欧洲买家
1. 各国买家的性格特点、采购习惯
- ● 法国：法国人大多性格开朗，十分健谈，天性浪漫，重视休闲，时间观念不强。在与他们贸易往来时，要尊重法国礼仪，最好是精通法语。他们对商品的质量要求很高，要求包装精美。
- ● 英国：英国人重身份、重等级，谈判时须注重身份的对等。忌谈政治，宜谈天气，要遵守时间，同时注意订立合同的索赔条款。
- ● 德国：德国人严谨规范，注重效率，追求品质，典型的“按流程”办事。应注重称呼，将谈判准备工作做足。
- ● 俄罗斯：喜欢谈大金额合同，对交易条件要求苛刻，对技术细节感兴趣，且特别善于讨价还价。
- ● 意大利：外向热情，但决策比较慎重。更愿意与本国企业做生意，合作时要体现你的产品比意大利的产品更物美价廉。
- ● 北欧：（芬兰、瑞典等）朴实稳重，不善于讨价还价。非常注重产品的质量、认证、环保、节能等方面。
2. 针对欧洲国家客户的开发信
注意事项
A.严谨，追求质量，关注细节，崇尚契约。
B.注重时间观念，讲究效率。
C.他们喜欢能带来安全感的供应商。
D.有证书证明和售后质量保证。
开发信模板：严谨认证，安全感第一
“Hi XXX,
ABC Co., LTD is Product Business Model in China. We had the honor to service the 2nd big distributor / XXXX Company in UK; XXXX Company in USA; XXXX Company in Dubai; All our items are coming with certification and we have special team work for after sales service. We are ready for signing contact with you in case you need it, as honest dealer we never crook our customers (安全感).
(TIME IS MONEY) for you and for us. So we have professional production line and staff who are making nice quality in short time. (质量、时间)
Attachment is new items and some information about our best seller, our factory and certificate, I hope we can have long term business with you in near future.
Thanks & Best regards!
Kim
二. 北美洲买家
1. 各国买家的性格特点、采购习惯
北美洲包括美国、加拿大、墨西哥、洪都拉斯、巴拿马等国家。北美买家一般重视效率，珍惜时间，追求现实利益。
- ● 美国：喜欢速战速决，报价要提供整套方案，考虑全盘。
- ● 加拿大：性格保守，不喜欢价格上下波动，喜欢稳扎稳打。
- ● 墨西哥：商谈态度要善解人意，学会运用“本地化”策略。
2. 针对北美洲国家客户的开发信
注意事项
A.要开门见山。 B.简单说明。 C.很强的时间观念。 D.用企业邮箱。 E.交流用语用we代替I。 F.喜欢PayPal支付。
开发信模板：直接高效，时间就是金钱
“Hi, Mr. XXX，
Have a nice day!
Quality is life,customer first! XXX Co., Ltd have 16 years experience in some product (你的产品名称）,Our market is AMERICA. Our core competencies are * and *, Our sales pitch is WITH US YOUR MONEY IN SAFE YOUR BUSINESS IN SAFE.
WISH TO BE your honest dealer and trustworthy supplier in China.We can accept payment by PAYPAL.(The easy way to pay money for American customers)
Just contact me. I am always waiting for you.
Thanks & Best regards
Kim
三. 南美洲买家
1. 各国买家的性格特点、采购习惯
南美买家固执、个人至上、重感情，追求量大低价。和南美客户做生意用L/C时要特别谨慎。
- ● 秘鲁：不喜欢数字“13”和星期五，沟通时应避免。
- ● 智利：非常注重产品质量，对价格差异反而不太重视，忠诚度高。
2. 针对南美洲国家客户的开发信
注意事项
A.不妥协，坚持己见。 B.喜欢简单英文表达。 C.喜欢分期付款、提问方式、免费样品。 D.注重售后和耐用性。 E.喜欢CE认证、OEM。
开发信模板：性价比+小单快返
“Hi Dear XXX,
Are you interested in saving some money? Are you interested in good quality and nice price? And are you interested in small order with fast delivery? （提问的方式投其所好）
So please let you know we can offer all this for you, ABC product is the TOP product factory in China more than 10 years. Below is our best seller, please check it. Any interested, more information & FREE SAMPLE(免费样品投其所好) will be provided for you reference.
Hope to hear from you soon. Good Business Start Here!
Thanks & Best regards
Kim
四. 亚洲买家
1. 各国买家的性格特点、采购习惯
- ● 中东：重信义交情、生活节奏缓慢。信誉最重要，必须尊重宗教信仰，喜欢讨价还价。
- ● 日本：讲究礼仪，注重长远利益，验货标准极高，忠诚度也很高。
- ● 韩国：条理分明，逻辑性强，态度庄重。供应商应做好充分准备，不要被气势压倒。
- ● 东南亚：性格温和，做事守信。喜欢价格优惠、高性价比的产品。
2. 针对亚洲国家客户的开发信
注意事项
A.喜欢内容详细。 B.细节介绍。 C.配有图片说明书。 D.喜欢低价和品牌。
开发信模板：有礼貌、有引导，降低抗拒感
“Subject: Cutting your [product] cost without quality compromise
Hi [Name],
Are you currently facing challenges balancing [product] cost and quality? We’re a direct manufacturer of [product], and many of our clients (such as [client reference, region]) have successfully reduced cost by up to [X]% after switching to us — without compromising quality.
I’d be happy to send you some references and a quick quote. Would you be open to a short chat?
Best regards,
Kim
五. 非洲买家
1. 各国买家的性格特点、采购习惯
两级分化严重，要货较急，大多采用T/T、现金支付。大卖家往往是特权阶级。供应商应谨慎判断对方信誉。
2. 针对非洲国家客户的开发信
注意事项
开门见山，语言通俗易懂；强调非洲市场经验；使用官方邮箱；优先推荐移动支付。
开发信模板：移动支付+本地化服务
“Hello xxx,
Hope this message finds you well.
XX Co., Ltd boasts 16 years of professional experience in [Product Name], with a strong focus on serving African markets. We’ve earned a solid reputation through core strengths like XXX and XXX, making us a trustworthy partner to safeguard your investment and business growth.
As your reliable Chinese collaborator, we support Mobile Money (a widely used payment method in African countries) to facilitate smooth transactions. Don’t hesitate to contact me whenever you need assistance. I am always ready to help.
Thanks and warm regards,
Kim
六. 大洋洲买家
1. 各国买家的性格特点、采购习惯
澳大利亚：特别重视人与人之间的平等，言谈礼貌，时间观念非常强。注重效率，公私分明。
2. 针对大洋洲国家客户的开发信
注意事项
A.认真爽快。 B.讨厌吹嘘。 C.价格需具竞争力。 D.供货可靠性。 E.接受小批量订货。
开发信模板：热情友好，拒绝吹嘘
“Dear Mr XXX,
It’s really my pleasure to write this email and I hope even we don’t do business we can be good friend, as we really like Australian people so much, as you are very nice, friendly and honest in your life and business, so I hope we can be friend, my name is Kim form ABC PRODUCT professional manufacture in China. And we got your information from Alibaba.
We trust that our quality and price will give you an edge over your competitors. So hope we can have a long term business with you. Below is our best seller PRODUCET. Please check it. I hope you like any of them, and feel free to contact me if there is any help I can do for you here in China as really hope we can be friend even without business.
Hope to hear from you soon.
Thanks & Best regards,
Kim
梳理出了一些针对不同区域国家客户的开发信模板供参考，提取思路后根据自己具体的产品行业等实际情况进行适当修改。
