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外贸SPIN提问话术表(中英双语)+ 邮件模板合集——让客户主动说出“我需要你的产品”

外贸SPIN提问话术表(中英双语)+ 邮件模板合集——让客户主动说出“我需要你的产品” 二三外贸库
2025-10-28
3
导读:外贸SPIN提问话术表(中英双语)+ 邮件模板合集——让客户主动说出“我需要你的产品”
🧭 一、为什么外贸人要学会“提问”而不是“推销”?
很多外贸业务员在和客户沟通时,会不自觉地掉进一个陷阱:“急于展示自己”。
比如客户刚说一句 “Tell me more about your product.”
你就开始巴拉巴拉地讲:“We are a manufacturer with 10 years of experience…”
结果客户既没兴趣,也没回应。其实你越“推销”,客户越防备。
而你越“提问”,客户越愿意交流。
正如《SPIN Selling》的作者尼尔·雷克汉姆说:“让客户自己说出需求,远比你说服他更有效。”
💡 二、SPIN 提问模型是什么?
SPIN 是四种提问逻辑的缩写👇
阶段
英文
中文含义
目的
S
Situation
背景问题
了解客户现状
P
Problem
难点问题
发现客户痛点
I
Implication
暗示问题
扩大问题影响
N
Need-payoff
需求收益问题
让客户说出“我需要”
📋 三、SPIN外贸提问话术表(中英双语)
✅ 1️⃣ S:背景类问题(了解现状)
英文提问
中文参考
How do you usually source your [product]?
您通常是如何采购这类产品的?
Which markets are your main focus this year?
您今年主要关注哪些市场?
Who usually makes the final purchase decision in your company?
贵司的最终采购决策人是谁?
How often do you place new orders?
您一般多久下次订单?
What’s your typical lead time requirement?
您通常要求的交期是多久?
✅ 2️⃣ P:难点类问题(找到痛点)
英文提问
中文参考
Have you experienced any quality issues with previous suppliers?
您之前的供应商有没有出现过质量问题?
Are logistics or shipping costs a big concern for you now?
物流或运费成本现在对您来说是问题吗?
What’s the biggest challenge you face when sourcing new suppliers?
您在寻找新供应商时最大的挑战是什么?
Are you satisfied with your current supplier’s response speed?
您对现有供应商的回复速度满意吗?
What’s stopping you from placing a larger order now?
目前阻碍您下更大订单的因素是什么?
✅ 3️⃣ I:暗示类问题(放大问题影响)
英文提问
中文参考
How does that affect your customer delivery schedule?
那会不会影响您对客户的交货?
If that issue continues, how will it impact your sales performance?
如果问题持续,会影响您的销售吗?
Does that create extra workload or cost for your team?
这会不会给您的团队增加额外的工作量或成本?
What happens if the next shipment delays again?
如果下次出货再延误,会造成什么后果?
How would your customers react if this problem happens again?
如果客户再次遇到这种问题,他们会怎样反应?
✅ 4️⃣ N:需求类问题(让客户说出“我需要”)
英文提问
中文参考
Would it help if we could guarantee 100% on-time delivery?
如果我们能保证100%准时交货,会对您有帮助吗?
If we can reduce your defect rate by 10%, would that improve your margin?
如果我们能让次品率降低10%,能提升您的利润吗?
Would you like to test a small batch before mass order?
您是否愿意先测试一批样品?
If we can handle both production and shipment, will that save you time?
如果我们能负责生产和出货,会节省您的时间吗?
Would you like me to share some feedback from clients in your market?
您需要我发一些同市场客户的反馈参考吗?
✉️ 四、SPIN逻辑邮件模板合集(中英双语)
这些模板可以直接复制使用👇
💌 模板①:初次联系(背景+难点)
Subject:Inquiry about your [product] sourcing plan
Hi [Name],
I noticed your company has been actively importing [product category].
May I know how you currently source your suppliers?
Are you open to exploring new options that could improve cost efficiency?
Best regards,
[Your Name]
说明:轻轻提问,不推销,先了解客户采购渠道。
💌 模板②:报价后跟进(难点+暗示)
Subject:Regarding your feedback on our quotation
Hi [Name],
I wanted to check if there’s any concern about our last quotation.
Is pricing the only factor, or are there other points we can optimize, such as lead time or packaging?
Sometimes small adjustments can make a big difference in your total landed cost.
Best,
[Your Name]
说明:通过提问找“阻力点”,引导客户给出反馈。
💌 模板③:挽回沉默客户(暗示+需求)
Subject:Still considering your order?
Hi [Name],
Just wondering if you’re still evaluating the order we discussed.
Delaying production might affect your delivery timeline for Q4, right?
If needed, I can reserve the material stock for another week — would that help?
Regards,
[Your Name]
说明:通过“问题影响”+“需求引导”促使客户回应
💌 模板④:客户犹豫阶段(需求收益)
Subject:A quick idea to simplify your next order
Hi [Name],
If we could consolidate multiple models into one shipment and reduce freight by 12%, would that make it easier for you to confirm this order?
Looking forward to your thoughts!
Best,
[Your Name]
说明:让客户自己说“这方案不错”,从而达成决策。
🧠 五、SPIN 提问的3个实操技巧
1️⃣ 不要一上来连问三句
客户会觉得被盘问。每个阶段选1-2个问题就够。
2️⃣ 用“开放式问题”代替封闭式
比如别问“Do you need it?”,而要问“How do you usually use it?”。
3️⃣ 做笔记
每个客户的痛点、语言、需求都不同。复盘后,你会发现成交的“模式”。

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