转帖：

    出差时北方已是雨雪纷飞，回上海依旧是秋高气爽。专职于外贸已五年多了，在年底尤其能感受其寒气逼人的形势，好在历经2008年金融风暴的洗礼，尚能理清思绪，奋力前行。总体说，老客户还能热心的支持，新客户的开发也有所进展。在这个属于收获的季节，我拾起拙笔，整理其中一个用近一年时间才开发出的OEM小项目，并简要做些点评，以期抛砖引玉，给苦恼与困惑的新人些许启发。
大大小小的订单都经手过，之所以选此小项目，还是有所偏好。新人大可不必羡慕所谓百万订单、展会现场拍板等案例，很多充满了传奇色彩，浮云而已。大订单不见得适合自身及公司，风险也较高，08年“金蜗牛式困境”，实在值得反思。在这个信息透明、竞争激烈的时代，珍惜每一个订单，并用心体会整个贸易过程，是新人需要去争取的必备体验。聪明在于学习，天才由于积累（华罗庚：《下棋找高手》），对外贸有所领悟，并练就相当定力，在这个浮躁的年代很有必要。

一、询盘
1.日期：2011-11-11
Dear ladies and gentlemen,
I´m a supplier in Germany and I´m looking for Opel the part number *502*704(注释：OE号，下简称502).The yearly volume are 130.000 pcs.Please tell me if you have this parts and your best price.

Best regards
***
CEO/ Geschäftsführer

商务语言不像文学，实际上很简练，都是日常用语。但误认为对外贸人员英语要求不高，难免贻笑大方。商务英语要达到7C的要求，惜字如金，需下很深的功夫。通过研读外贸函电及英文版教材，加以对比领悟，持久积累，自会有所长进。若能进入外企，看看职业经理人及Boss的原汁原味信件，那更应倍加珍惜。当然，还是老实以完整及简洁为基础，运用商业思维针对性答复好，尤其对非英语国家客户，不必太纠结语法等问题。上面即为德国（Deutschland）的邮件，语法有不少问题，但不妨碍理解。
  ①分析客人的邮箱后缀，尝试打开其网站，发现网站在更新中。但总体属于表面处理技术领域，与汽车零部件有差异。我当时设想：可能从Opel出来的工程师，有特定业务渠道关系。欧洲零部件有严格的供应体系，这之前有所了解。
  ②查询OE软件，但并没有太多的信息。经谷歌搜索，找到照片，并从BH网上得知为Opel ***seal ring,大致可判定为精密的橡胶金属件，并且BH是供应商。
  ③查询公司现有产品，没有现成产品，但将Opel的一些橡胶密封产品简要列出，便于向客人展示生产和开发能力。

基于以上初步分析，回复如下：

Thanks for your inquiry.
For your interested Opel 502, we've searched the OE code system, but could not get enough information. Would you pls provide material info.,photo,specification or technical drawing, etc? If possible, pls send us 2 or 3 pieces of samples which will be much useful for our exact quotation.
Enclosed are some Opel products on our production line for your reference. For more information, pls browse our website http://www.****.com.
Looking forward to your early reply.

Key words: 语言、技巧、专业知识、快速学习
7个"C":Completeness（完整）、Clearness（清楚）、Concreteness（具体）、Conciseness（简明）、Correctness（正确）、Courtesy（谦恭）、Consideration（谅解）.

2.日期：2011-11-15
还没有收到客人回复，加催了一封邮件。等候两天后，依旧没回，电话没人接，将上述邮件打印并传真过去。
Have you received below mail? Pls check and reply.
Thanks in advance.

Key words: 跟进、耐心、传真（不少德国公司习惯用传真，尤其是正式订单合同等）

3.日期：2011-11-18
客户提供了一页502图纸，但图纸上显示有4页，内径没有标出，问客人是否有遗漏。客人仅仅能提供此图纸，希望报最惠价。
Dear Frank,
I have send in the attachment the drawing material.
Please can you check this and make me your best offer over 130.000pcs/year.

审核图纸，打印出来，用尺子量，并按比例估算内径尺寸。价格是关键，如何收集有效的资源及信息以便估算价格至关重要，体现一个团队的整体能力。图纸上有BH的标记，大致可分析，此产品由BH供应给Opel，可能客人有业务渠道，而Opel也需替换供应商，降低成本。经与采购、经理等协商，大家认为需要另找高端质量的供应商，至少要满足TS16949标准，有过符合欧美标准的开发经验。一方面，工程师在展会上搜寻到几家优秀的供应商，但我认为他们具备出口和营销能力，应尽量避免，毕竟客人后续可能验厂；大家意见分歧，经协调，翻阅汽配企业大全等书刊，并请教领导给予支持，经报价对比评估等，商定采纳台州一家专注国内OEM及贸易商的厂家，其配合程度也非常好，生产稳定，技术工艺设备等先进成熟，并很少参加外销型展会。

Thanks for your drawing.
We guess there may be total of four pages, but you just attached one page drawing. Also, it lacks inner diameter. Pls check.
We'd be much appreciated if you could provide two or three original samples.

客人回复如下：
Dear Frank,
Sorry, I have no much information. Please can you check this drawing and make me your best price? I will try to get samples later.

Key words: 图纸、估价、团队、开发供应商

4. 准备报价：2011-11-23
报价需正式规范，相关条款应使客户信服并留有余地。在报价前，图纸上的钢材料因特殊设计需要，要求C45PbK（DIN***），而且硬度、表面处理等有无特殊要求尚不知道，国内的标准难以达到。为避免误解，请教客户后，其回复如下：
I can't give you any information because of the steel.The engineer from Opel has no information because BH is the supplier. I think you should take OEM’s relevant steel,pls can you give me a price inclv.shipping to German Frankfurt?

基于此，可按ASTM标准，选择SAE1045代替，并要求工厂提供原材料性能参数表（data sheet）存档。待收到样品后再实际测量其它参数。报价细节如下：
价格：FOB上海，毛利在40%左右，并告诉客人目前的海运费用，具体CIF价格待下大货订单时再核算当期海运费，以免误差过大。
起订量：根据模具腔数，生产班次及原材料采购等，工厂最低接受50000pcs。
付款方式：待初样通过，进入供应商体系再行商定。
包装：*个/（内）自封袋（表面印REACH规定的环保标志），double corrugated strong carton,then packed in plywood case on pallet (see below photo).
交样期：prototype samples within 40 days after order confirmed。大货具体交货期后续再定。
质量标准：Strictly follow the procedure of TS16949 quality system, 并遵循客人图纸与原样；样品经大货模具开出后，出具检验报告（PPAP file），并由客户(第三方）复验，（如需改进）直至签样确认方可安排初批大货。
质量保证：quality guarantee 这个条款最具风险，但对于欧美客户又十分重要，毕竟体现出一个优秀供应商的责任意识。Within 6 months after goods arrive at **port,但补加两条以便自我保护，The warranty dose not concern parts that are damaged because of external reason,bad care,over loading, wrong lubricant, improper installation or others that out of seller’s control. Meanwhile, the seller is not obliged to credit direct or indirect losses that exceed the total value of contract.
报价有效期：till 2011-12-30.查看了当天汇率及6个月远期汇率，并考虑样品开发进度及生产周期等事宜，催促客人早日寄样，期望尽早能开发样品…

过了两天，收到客人回复如下：
Dear Frank,
Thanks for your price, I will note and send samples to you soon. 猜测报价较为合理，客户尚需等初样出来后，评估质量再分析报价。

Key words: 合理估价、包装细节、质量保证、工业品（如欧盟环保要求，原件与备件售后服务同等标准等）

5.日期：2011-12-01

开始催样品了，等待的过程是一种煎熬，许多新人报完价或迟迟等不到样品，会感到异常的困惑与苦闷。这也是为何我将此历时一年才争取到的订单，点滴琐碎的整理出来的原因。催样、催单、催款等在外贸过程必不可少，如何达到如期的效果，还是有一些技巧，催样过程如下，仅供参考。
日期：12-01  第一次催
How are you?
Last week, you mentioned to send out original samples for our reference. Would you pls tell us the status?
Looking forward to your early reply.

日期：12-06  第二次催 邮件优先级设为“高级！”
Pls inform if you have sent out samples to us. If possible, tell the courier ( like TNT,Fedex, DHL,etc ) tracking number for our following.
Your early reply is much appreciated.

日期：12-12 第三次催 邮件设置为自动答复
Resend below mail just in case you did not receive. Pls check and reply.
Thanks in advance. 客户依旧没有回答，打电话过去，无人接听，心里有点失望。后悔报价时没有把公司的快递账号告诉客人，以便早日拿到样品。新人有时在快递费方面受公司约束，但可以就潜在客户分析及沟通往来做出预判，尝试向公司争取一下。

日期：12-16 第四次催 换Hotmail邮箱
这一次到底该如何催？一方面，我换了主题，以免被视为垃圾邮件，四次依次为 sample status, seal ring sample, Opel sample, sample delivery.另一方面，用Hotmail邮箱，以免公司邮箱故障或客人邮箱出现爆满（拒收国内邮件）等问题。最后，语气适当加强些，务必要等到个明确的答复。
It's a pity we still have not got your original sample after two weeks. If you already find other sources of supply, pls also tell us definitely.
Have a nice weekend.

过了周末，客户总算有回应了。
日期：12-20
Dear Frank,
Sorry for my business trip and not rely you.
I have send the samples on Monday the 19th of Dezember via Deutsche Post (www.post.de) Pair letter with the ID number: RG42146247*DE.
Please check this.
总算松了口气，德国客人真的挺省钱的，不过让我们等苦了。大概20天后我在忙于处理单证员将海关编码报错的事，收到一个邮政包裹。人事帮忙送来时，我特意剪下其中的德国邮票，毕竟知道她老公有收集爱好。大家有说有笑，2012年似乎有不错的开始哦。

在各种情况下的“催”都需用心、耐心，保持良好的心态，语气也可以逐渐强化，以便争取得到有效的反馈；这方面可以去参阅沟通的艺术以技巧类书籍。在此再补充一个例子：在2012年4月处理完PPAP file及寄出prototype samples后，历经6个多月，除了客人反馈工程师检测通过及实验室数据合格后，迟迟都没有下订单，也无反馈。后来，我实在忍不住“生气”了...
Long time no message from you, everything fine?
Once again, we ask if there is any progress about Opel seal ring project. As you know, we did much work on the development of prototype sample, and it was also approved by the engineer and Lab. Also, we heard that Opel's market in European was unstable and decreasing sharply, and most new projects seemed to be stopped or even cancelled in the coming months. Anyway, we could understand such bad situation. But would you pls give us a firm reply instead of keeping us waiting?
Your early reply is highly appreciated.

这次“生气”收到了客人的电话，并作了积极的回复。后续会更新......

Key words:  合理催促、跟进样品、有效沟通、良好心态

6. 样品讨论及开发阶段
1) 2012-01-16 核算最终成本
经反复与工程师磋商，基本对此产品开发有足够的信心。核算最终的模具费给客人，单价照旧。不经意间，让客人对金额数字产生误解。按德语经验，小数点用逗号，但忘了附上大写金额。客户有些疑问，再与我确认了一下。
Sorry for causing misunderstanding.
The mold cost is 1000EUR ( one thousand Euro), and it belongs to your company exclusively. Also, we will sign the confidentiality agreement and express to you together with prototype samples.

2) 2012-01-20 节日问候
Dear Goran,
2012 is coming, pls allow me to congratulate you on the arrival of New Year and extend to you our best wishes for your perfect health, peace, joy, happiness and lasting prosperity.
By the way, we will have Chinese Spring Festival from Jan 21st---29th. Pls send mail to us as usual. In case for urgent need, pls call my mobile phone directly ( No. +86 15***83 ).
Thanks for your cooperation.

3) 2012-01-31 催模具费
Dear Goran,
How are you?
We've just come back to office after holidays. Would you pls feed back regarding the mould fee?
客人这段时间回邮件速度很快。
thanks for asking, I´m very well.
Please make the tool and I need for the Opel engineering 20pcs for testing.If the tests are successful and I get the approval to produce the parts.
Please tell me how long need the tool to produce.

这是个好兆头，去年等邮件回复让人几近烦躁。
Dear Goran,
With the workers coming back these days, the tool will be ready around 30 days after order confirmed, then prototype samples can come out within one week. Apart from our own strict inspection, we totally agree with your procedure of testing.
Pls check the sample invoice and arrange the payment asap.

2012-02-02 催付款状态
Dear Goran,
Have you received below mail? If you have paid the mould fee, pls send the bank slip for our record so that we can start making tool.
Your early reply is much appreciated.

没有回复，2012-02-06 接着催。
Dear Goran,
I heard there was big snow in Germany recently. How are you and your family?
Today, our financial colleague checked again with the bank but still not received your payment. Would you pls provide the bank slip for our record?
Thanks in advance.

客户简短回复了,但失言了,当天并没有提供银行水单。
I will send today the Bank slip

2012-02-08收到银行水单，核对后发现有两个问题。1) 金额后面小数点有三个零 2) 受益人没有采用进出口公司，而直接用了报价抬头。懊恼呀，要是发样品发票时作进一步解释就能避免了。
Thanks for your bank slip.
There is something wrong and need you to correct.
1) the amount should be 1000EUR instead of 1000,000 which may be wrong typing.
2) beneficiary bank name should be " Shanghai *** international trading Ltd". In China, we usually choose the international trading company to deal with import&export documents. Others in the bank slip are right, and we write down bank information once again to avoid mistake.
****
Pls kindly revise.

客人耐心的回复，并劝慰不必担心。即便出错，汇款会自动退回。
Dear Frank,
this is the correct amount over 1000EUR ,the program has write automatical 1000,000 in this field.I have told with my bank manager, he said he think it will be ok. when not the money will be come back on my account back.
我也是答谢他,并愿意承担就此可能产生的银行费用。
Thanks for your reply.
Ok, the amount should be right then. Just revise the Beneficiary name as " Shanghai *** international trading Ltd". If there is extra bank service fee in Deutschland, pls deduct from the mould fee since it’s our fault of not reminding you.

2012-02-09 客人用iPhone发给我信息。
dear frank,
the money is going out of my account.

Von meinem iPhone gesendet (English: sent from my iPhone )

2012-02-13 一早银行就打来电话，款项到了，手续费客人都支付了，心里十分欣慰。
Dear Goran,
We have received 1000EUR, and the mold is under developing. As schedule, the prototype samples will be ready by 2012-03-20.
Any progress will keep you informed.

4) 2012-02-15 再次确认技术细节
样品拿到时，我也用卡尺及简要工量具测量一下，并拍照存档。大体说来，主要对硬度及防锈措施再次与工程师磋商，并指出此产品的实际应用工况，供他们参考，毕竟我们是用近似的替代材料，而图纸上也没有确切的参数。
Dear Goran,
While preparing the mould and toolings, we need you check the following issue.
1) Inner diameter omits in your drawing. What we measure from your samples is Φ*4mm. Pls confirm if it's correct?
2)Tolerance. As our current capability, we will control size tolerance within ±0.2mm. Acceptable?
3)Other sizes are of no problem.
Looking forward to your early reply.
客人确认如下:
Dear Frank,
according to our measurement is Φ*4mm correct. Please keep it to within ±0.2mm tolerance.Please stick to the alloy of the steel ring, the components and properties should look exactly the same as the samples which I have send you.

我也快速回复：
Thanks for your reply.
Fully noted of the steel ring material, and we will follow the requirement closely. Will keep you informed of the status.

5) 2012-02-23 客人提到严格按PPAP流程
Dear Frank,
please can you send me the data sheets for the steel and the rubber for this project?
I need this for the PPAP by OPEL.

客人还挺细心的，一开始我们就与其初步探讨了此问题。
Dear Goran,
It's our duty to follow the OEM procedure, and we have much experience of quality control. Since prototype samples will finish around March 15th, relevant files will be sent to you then. Above all, samples will be tested by Opel, like matching performance of assembly, life testing...Only after Opel approval, can we start the following bulk production.
Pls kindly wait by March 15th. Any question, pls let us know.

2012-03-15 生产进度出了些问题，赶紧给客户通知一声。习惯心理，让客人提供快递账号。
Dear Goran,
Sorry to inform you that we need a few more days to finish prototype samples. Today, the mold as well as steel frame are ready for vulcanization process, pls check attachment.
We'll speed up this week and get ready both samples and PPAP files by 2012-03-20. Would you pls provide your international express account like TNT or DHL in Germany?
Hope your understanding.

邮件发出后才意识自己犯傻，客户付模具费都垫付银行费了，咱咋能如此小气呀...
Hello Frank,
Note and thank you. I has not an express account of TNT or DHL.....
Please tell me the freight costs from you to my office, I will make an bank transfer.

客人太有绅士风度，内心一阵温暖，赶紧回复...快递前再次确认下地址，毕竟一些公司年后有迁址的可能。
No need for the freight cost and we will use our account to send files and samples.
1) Last time you required just 20pcs of samples for testing. In fact, we prepare more, and suggest to take 60pcs in case additional need, Ok?
2) Pls re-confirm your company details below to avoid mistake.

6) 2012-03-20 寄送样品与文件
样品检测后，分独立内袋装，每个模腔内分别编号，严格遵循寄样规范。将PPAP file电子版发给客户，并将正本文件、保密协议及样品准备妥当，一起快递出去。
Dear Goran,
We expressed out files and 60pcs samples on March 20th. Fedex tracking number is ***341.It should arrive at your office this Thusday.

PPAP file 主要准备了如下资料
1.steel supplier datasheet
2.FKM supplier technical data sheet
3.material certification ( steel**)
4.material certification (FKM**)
5.specification inspection report
6.sample weight data
7.FAEF (First Article Examination Form)
8.confirmed technical drawing by both parties
9.Mould photo
10.sample with individual packing (photo)

过了几天，客人收到样品，初步满意。
Dear Frank,
we have get the samples.The first thing I see, looks good.
I have inform the Opel engineering and I will present next week the samples. The engineering will check this parts according to their specifications
I´ll give you the status as soon as possible.

心里的石头落地了，但谁曾想苦熬的日子还在后头呢……
Dear Goran,
Yes, the quality depends on Opel testing and actual performance. Pls keep us informed of testing result.

Key Words: 流程、规范、常识、习惯