国际贸易之 寻找出口渠道　Finding Export Leads

国际贸易之 寻找出口渠道　Finding Export Leads

寻找出口客户（export customers）事实上没有我们想象的那么难。想要鉴定有价值的贸易线索（qualify trade leads）并建立持久的伙伴关系（sustainable business partnerships），如下信息将帮助你更好地判断信息的价值，并做有效的跟进（follow up with）。

研究

通过研究确定两到三个你要发展贸易的目标国家（target countries）。通过官方提供的数据了解该国的市场状况，例如哪些产品匮乏、哪些产品富足、进出口关税和贸易壁垒高低等。也可以通过与使馆商务处或当地商会的接触来寻找商机。初期最好采用小型集中的方式，确保贸易增长和客户服务（customer service）。

⊙Where are our target customers located?我们的目标客户位于哪里？

⊙We'd like to set up shop in Pacific Rim countries.我们想在太平洋沿岸国家开店。

⊙Our main focus is the North American market.我们的主要目标是北美市场。

⊙We would like to expand our clientele in South America.我们想在南美拓展客户。

⊙What kind of information can you give me about the Mexican market?关于墨西哥市场，你能提供给我们哪些信息？

⊙Do you have any manufacturing reports or industry analysis for Japan?你有日本制造业报告或工业分析方面的资料吗？

参加贸易展（Attend trade shows）

通过参加国内或国际的贸易展，可以直面许多有相关需求的客户。要格外注意那些你正在拓展业务（develop your business）的国家的贸易展。大型贸易展会吸引世界各地的客户（international participation），你可以很轻易地和他们建立联系。

⊙Next month we will be going to an industry trade show in Berlin to jumpstart our presence in European market.

下个月我们将参加柏林的一个工业展，以此来启动我们在欧洲市场上的业务。

⊙In one afternoon at our booth, we gathered over 500 different potential customers from all over the world.

仅一个下午，我们的展位就收集到500多个来自世界各地的潜在客户。

⊙We should focus our efforts on the larger trade shows—we want to develop internationally.

我们应当主攻大型贸易展——我们要往国际方向发展。

⊙Be sure to follow up with the leads we got from the trade show.一定要跟进那些我们从贸易展上获取的信息线索。

网站

在公司网站中建立针对国际客户的网页，增加英语、西班牙语和法语的宣传内容（marketing materials），这样会方便海内外客户通过互联网信息（Internet searches）寻找到你的公司。

⊙Our website received more than 200 hits this month.这个月我们网站的点击数/率有200多次。

A：How's your website coming?

B：After translating our website into Spanish we received more than 500 extra hits, just this week. I think some of those hits can translate into more business for us！

A：我们的网站怎么样了？

B：我们把网站文字翻译成西班牙语后，光是这个星期就增加了500次点击。

我想其中的一些点击是可以转化成生意的！

客户服务

及时跟进任何一个潜在的出口客户（potential export customers）。准备好沟通计划和各种翻译好的宣传资料。人们总是非常信任同僚的推荐，建立好的信誉非常重要。因此提高服务质量是声名远扬的资本。

⊙We export to over 20 countries.我们的货物出口到20多个国家。

⊙We can meet your needs for customized production.我们能够满足您的产品定制化要求。

⊙Our catalog features over 500 different quality products.我们拥有500多种高质量的产品。

⊙We provide full-service exporting support.From order to delivery, you can count on us.

我们提供从订货到运输全面的出口服务。我们值得您信赖。

⊙Our products are guaranteed to meet your expectations, or your money back！

我们的产品保证符合您的期望，否则全额退款。

⊙According to our customer communication policy, we need to reply to inquires within 24 hours.

根据我们的客户联络政策，我们必须在24小时内回复询盘。

⊙We have a three-day turn around from the time a customer makes a request for a quotation to the time they receive our quote.

从客户询价到他们收到报价，中间我们有3天的时间进行处理。

⊙We have set some pretty lofty customer service goals.

我们制定了极高标准的客服目标。

基础信息到位（have infrastructure in place）

提前准备出口客户所需的相关信息，包括货运代理（freight forwarder）、保险费用、关税信息以及相关法律信息。如果潜在客户等候时间过长，或者你的信息不准确，就很可能丧失商机（lose business）。

⊙We have a distribution network all set up.我们已建立起一个全面的分销网络。

⊙Here's our pricing list.这是我们的价目表。

⊙I can get the information you've requested right away.我很快就能得到你所需的信息。

总结

鉴于我们毋庸置疑的“世界工厂”的地位和出口总值世界第二的不争事实，如何找到自己的出口对象，成为某国某公司的固定供货商？如何在浩瀚的出口贸易中分得一杯羹？参加贸易展是寻找出口对象的首推方式。丰富网站宣传，守株待兔的方式也值得推荐。此外，提高服务质量是声名远扬的资本，有了好的信誉，出口对象自然会找上门。做好这一切，就能在进出口贸易中占有自己的一席之地。

Words　单词表

analysis分析

communication通信，交流，沟通

embassy使馆

industry行业，产业

inquiry询价，询问

jumpstart起动，发动

manufacture制造生产

policy政策，方针

responses回应，反应

text文本内容

website网站，网址

Phrases　短语表

according to依据，根据

count on sb指望/依靠某人

customized production定制生产

focus efforts on集中力量于

full-service support全方位的服务支持

get sth up and running启动并运行

get sth off the ground开始从事某工作；在某方面取得进展

meet expectations满足期望

or your money back否则奉还/退款

potential customer潜在客户

rely on依赖，依靠

be slow in doing sth做事迟缓

speaking of……谈到/说起……

success rate成功率

time is money时间宝贵

website hit网站点击

work on sth专注于，致力于

实景对话1

A：Did you follow up with the leads we got off the website yet?According to our customer communication policy, we need to reply to inquires within 24 hours.

B：Uh, yeah. I know.I'm working on it right now.I might not be able to finish all the inquiry responses today……

A：Why not?Time is money！We don't want to loose potential customers because we're too slow in responding.

B：Yeah, I know. But after translating our website into Spanish we received more than 500 extra hits, just this week. So yesterday we received 50 inquiries, in three different languages.I'm working on responding as quickly as I can.

A：50 inquiries?That's amazing！I think some of those hits can translate into more business for us！

B：That's the goal……But I think we shouldn't only rely on our website. We should also focus our efforts on the larger trade shows.

A：We're doing that, too. Next month we will be going to an industry trade show in Berlin to jumpstart our presence in European market. Speaking of, what about the leads we got from the trade show we went to two weeks ago?When you get done with your emails, be sure and follow up with the leads we got there.

A：你有没有跟进我们通过网站收集到的线索？根据我们的客户交流原则，我们必须在24小时内回复询价。

B：是的，我知道，我正忙于此事。我可能今天无法完成所有的询价答复。

A：为什么不行？时间就是金钱！我们不想因为答复缓慢造成潜在客户流失。

B：是的，我知道。在把我们的网站翻译成西班牙语之后，光是这个星期就多出500次点击。所以昨天我们收到了3种语言的50个询盘。我正在尽可能快地回复呢。

A：50个询盘？太棒了！我想其中一些点击可以转化为更多的生意！

B：那是我们的目标……但我想我们不能仅仅依赖网站。我们应当同样把精力集中到更大的展销会上。

A：那也是我们目前正在做的。下个月我们将参加柏林的一个工业展，以此来启动我们在欧洲市场的业务。说起这个，我们两周前参加的贸易展上获得的线索怎么样了？在你写完邮件之后，一定要跟进那些我们在那里得到的线索。

实景对话2

A：Did you talk to the Japanese Embassy to see what information they had on the Japanese market?Did they have any manufacturing reports or industry analysis for Japan?We'd like to set up shop in Pacific Rim countries, so any information you can get on these markets could be very valuable for us.

B：Yes, I got some information we can follow up with. I've been focusing on getting our website up and running, though.

A：What's the text like on the website?

B：Here, take a look yourself……

A：“We export to over 20 countries. We can meet your needs for customized production. Our catalog features over 500 different quality products.We provide full-service exporting support.From order to delivery, you can count on us.Our products are guaranteed to meet your expectations, or your money back！”

B：What do you think?

A：Seems okay. What kind of success rate have we had with it?

B：We're just starting to get it off the ground. Considering that, it's not done too badly. Our website received more than 200 hits this month.

A：你有没有和日本大使馆联系看看他们有哪些关于日本市场的信息？他们有没有日本的制造业报告或者工业分析？我们想在太平洋沿岸国家开店，因此任何相关市场的信息对我们都非常重要。

B：我得到了一些可以跟进的信息。尽管这样，我还是一直在集中精力建立我们的网站并使其运转。

A：我们网站上的内容怎么样？

B：这儿，你自己看看……

A：“我们出口到20个国家。我们可以满足你定制生产的要求。我们拥有500多种高质量产品。我们提供全面的出口服务，从订货到运输。我们值得你信赖。我们的产品保证满足你的期望，否则全额退款。”

B：你觉得怎么样？

A：看上去挺好。对此我们有多大的成功率？

B：我们才刚刚开始。考虑到这个因素，表现还算不错。我们的网站这个月有200多次点击。