外贸询盘催单话术指南

一、催单核心原则

时机恰当：根据客户所处阶段选择最佳跟进节点；
提供价值：每次沟通均传递新信息或决策依据；
保持专业：语气平和理性，彰显长期合作诚意；
制造紧迫：合理运用交付周期、价格有效期、产能余量等要素提升响应意愿。

二、分阶段催单策略

阶段1：报价后3–5天（初次跟进）

目标：确认报价已送达，初步了解采购意向。
话术要点：

主题：Follow-up on [产品名] quotation – any questions?

Dear [客户名],
Hope this email finds you well. Just following up on the quotation we sent on [日期].
I wanted to make sure you received it and see if you have any questions about:
• Pricing details
• Specifications
• Lead time
• Minimum order quantity
Please let me know your thoughts when you have a moment.
Best regards, [你的名字]

阶段2：报价后7–10天（价值强化）

目标：补充关键信息，助力客户内部决策。
话术要点：

主题：Additional info about [产品名] – may help your decision

Dear [客户名], Following up on our previous discussion. I wanted to share some additional information that might be helpful:
• [新增卖点：如新客户案例/测试报告]
• [行业动态：如原材料价格趋势]
• [特别提醒：如产能情况]
Our current production schedule still has slots for [月份] delivery. Would you like me to reserve capacity for your order? Looking forward to your feedback.
Best regards, [你的名字]

阶段3：报价后2–3周（适度施压）

目标：通过客观约束条件营造合理紧迫感。
话术要点：

主题：Time-sensitive: [产品名] order planning

Dear [客户名],
Hope you're having a productive week.
I'm checking in as we're finalizing our production plan for next month. To ensure on-time delivery for your project, we recommend confirming the order by [具体日期].
Important notes:
• Lead time: [X] weeks from order confirmation
• Current material prices valid until [日期]
• Available slots: [X] remaining
Shall I prepare the proforma invoice for your review?
Best regards, [你的名字]

三、针对性催单话术

针对价格犹豫的客户

I understand price is an important factor. To better meet your budget, we could:
1. Adjust [某个可变量，如包装/配件]
2. Offer 5% discount on orders over [金额]
3. Provide extended payment terms for first order
Which option would work better for your situation?

针对需要内部审批的客户

I know internal approval can take time. To assist your process, I've prepared:
• A comparison sheet vs. competitors
• Detailed ROI analysis
• Reference contacts from similar companies
Would any of these materials help move the approval forward?

针对已多次跟进未回复的客户

主题：Quick question about your [产品名] project
Hi [客户名], Just a brief check-in – are you still considering sourcing [产品名] at this time?
If your timeline has changed or you've chosen another supplier, please let me know so I can update our records.
Either way, I appreciate your response.
Regards, [你的名字]

四、社交媒体轻触达

LinkedIn/WhatsApp话术：

Hi [客户名], hope you're well.
Just came across [相关行业文章] and thought of your project.
Are you still planning to proceed with [产品名] this quarter?

五、电话跟进要点

开场白：
“Hi [客户名], this is [你的名字] from [公司]. I'm calling to follow up on the quotation I sent for [产品名] – do you have 2 minutes now or should I call back later?”

关键问题：
“What's the next step in your decision process?”
“Is there any information missing to move forward?”
“When do you need the product by?”

六、禁忌与建议

✅ 应该做

每次换角度联系；
提供有价值信息；
保持礼貌专业；
记录客户反馈并动态调整策略。

❌ 避免做

每天重复发送；
使用“最后通牒”语气；
空泛催促“决定了吗”；
忽略客户时区和工作时间。

七、催单时机参考表

跟进节点	推荐方式	关键话术要点
报价后3天	邮件	确认收到，解答疑问
报价后1周	邮件+附件	提供新价值信息
报价后2周	邮件+电话	了解决策进度
报价后3周	邮件	适度时间压力
报价后1月	轻触达	确认项目状态

黄金法则：催单不是“要订单”，而是“帮助客户做出更好的采购决策”。每次联系都应以解决问题、提供价值为核心，自然引导至成交环节。