失联的老客户这样去跟进

老客户失联，第一封信绝不应是"Any update?"，而应提供一个与其利益相关的新理由。跟进顺序建议为：先花 5 分钟研判原因 → 尝试电话或 WhatsApp 联系 → 最后通过邮件多角度跟进（3–4 轮）。邮件是补救手段，而非首选。

一、别急着发，先花 5 分钟判断"为什么沉默"

最容易忽视的是第六类：因质量问题而沉默的客户永远不会主动抱怨，只会直接更换供应商。因此，跟进前务必自查最近一票货物是否存在异常（如延迟、色差、单据错误或售后未回），若有，首句即应主动坦诚说明。

二、最强武器：用历史采购周期反推

这是老客户独有的优势，却常被业务员忽略。调取该客户过去 2–3 年的下单月份，计算平均间隔。假设其每 90 天订购一次，如今第 105 天仍无动静，可采用以下专业且不尴尬的开场：

Your last shipment was [date] — on your usual cycle you'd be planning around now. Is your stock running longer, or has the season shifted?

此类邮件回复率极高，因为它不像催单，更像服务。将"催订单"转化为"协助排期"，是激活老客户的核心心法。

三、节奏：D+3 到 D+90，每一封必须带新信息

核心规则：同一封邮件不可重复提问。若无新信息，切勿发送——无效的跟进会将你从"供应商"降级为"骚扰者"。

四、六个高频场景实战话术

1）报完价没回

 
 


  
  
Hi [Name],

Quick one on the [product] quote — is it the unit price, or the [MOQ / lead time] that's blocking it?

If it's price, I can rework it with [smaller lot / different surface finish / FOB instead of CIF] and land around [xx]%. Just tell me which lever to pull.

 
 

要点：提供"二选一"选项，避免宽泛询问"any feedback"。明确选项能降低回复门槛。

2）样品寄出后消失

 
 


  
  
Hi [Name], did the [product] samples arrive in one piece? Last update was [date/city].

If testing is still pending, no rush. If something didn't pass, tell me what failed — I'd rather fix it than lose the line.

 
 

要点：主动给出"测试未通过"的选项，反而更容易引出真实反馈。

3）老客户不复购（高价值邮件）

 
 


  
  
Hi [Name],

Your last order with us was [date], and you've been quiet since — that usually means one of three things: stock still on hand, the project moved, or we dropped something.

If it's us, I'd genuinely rather hear it now. Anything on the last shipment — timing, packaging, docs?

If it's just timing, I'll check back in [month].

 
 

要点：列出三种可能性并明确邀请批评。基于信任基础，此类邮件回复率通常最高。

4）对接人离职/换人

 
 


  
  
Hi [Name] — [Old contact] mentioned you've taken over the [category] buying.

We've supplied [Company] since [year], [n] containers/year of [product], [cert] for [market]. No need to restart anything: I've attached a two-line summary of what you currently order and at what terms.

Worth 15 minutes so you know your backup option?

 
 

要点：新采购最怕接手不清的资产。帮其节省梳理成本，对方自然会回应。

5）怀疑被低价切走

 
 


  
  
Hi [Name], I assume someone beat us on price for [product] — fair.

Before I stop quoting: what number did you land at? If I can match within [x]%, I'd rather keep the tooling and the [cert] paperwork where it is, since a switch means re-sampling and re-validation on your side.

Either way, thanks for the straight answer.

 
 

要点：强调"更换供应商的隐性成本"（重开模、重验货、重认证、首批风险），在价格战无法取胜时使用此策略。

6）关门信（Break-up，最后一搏）

 
 


  
  
Hi [Name], I'll stop filling your inbox.

I'm closing this file for now — no hard feelings. If [product] comes back on the plan, the tooling and your specs stay on our side, so we can restart in a week, not a month.

Thanks for the orders since [year].

 
 

要点：此举常能挽回部分客户。但发出后需真正停止跟进一个季度，切忌反复。

五、四个立刻提升回复率的小动作

1. 标题嵌入对方公司名：如[Company] × [MyCo] — stock cycle check，老客户看到自家名称会下意识停留。
2. 首句摒弃客套：不要写"Hope you are doing well"，直接陈述事实。老客户需要理由，不需要寒暄。
3. 设定具体时间锚点：如Prices reprice on Oct 1或Vessel cut-off Nov 8。沉默往往源于不急迫，时间紧迫感能促成行动。
4. 结尾设置低门槛问句：确保问句可用一两个词回答，如Worth a call?或Timing or price?。

六、大忌清单（尤其伤老客户关系）

• ❌ 仅写Just following up、Any news?或Please check my last email。
• ❌ 连续三封邮件角度、内容雷同，仅换标题重发。
• ❌ 开口即报低价或送折扣，将老客户训练成"不晾就不给价"。
• ❌ 使用群发口吻（模板变量未替换、称呼错误），这是关系灾难。
• ❌ 打电话只问"什么时候下单"。
• ❌ 一旦沉默就换邮箱、换业务员反复轰炸，极易导致整体拉黑。

七、何时该及时止损

若满足以下三条，请将客户从"日常跟进池"移至"年度唤醒池"，不再投入常规精力：

1. 4 封不同角度的邮件 + 1 通电话均无回应；
2. 海关记录或官网显示其近半年已从别处进口同类商品，或不再进口该品类；
3. 对方公司规模明显萎缩，或该品类产品线已被砍掉。

止损不等于删除：每季度发送一次新品或节日问候，许多订单会在 12–18 个月后回流。