外貿(mào)英文郵件常見(jiàn)十大問(wèn)題，看你中招沒(méi)有？（附實(shí)操答案）-ESG跨境

下面是我在以往的工作中遇到的商務(wù)英文郵件的一些典型問(wèn)題，現(xiàn)歸納如下并逐一分析。

問(wèn)題一：忽視禮節(jié)，語(yǔ)氣生硬

Subject: Give me a hand

Tim,

Mr. Crystal from Minster Inc. called earlier, and asked for our sales strategies for their new product. Pls send our information to him at crystal@minster.com.hk by end of business today.

Frank

[分析]：如果弗蘭克是蒂姆的上司，上列的書寫語(yǔ)氣無(wú)可厚非；若彼此只是同事，不管克里斯多先生是多么重要的客戶，都應(yīng)避免下指令的語(yǔ)氣。應(yīng)將原本的“要求語(yǔ)氣”轉(zhuǎn)變?yōu)椤罢?qǐng)求語(yǔ)氣”。試比較：

Subject: Huge favor needed! Please give me a hand!

Tim,

I need a favor.

Mr. Crystal from Minster Inc. called earlier, and asked for our sales strategies for their new product. Unfortunately, I am leaving before noon for Hong Kong for business training. I wonder if you could search your files and send our information to him at crystal@minster.com.hk.

If possible, please send him the information by end of business today as he needs it for a meeting with our product managers tomorrow.

I will appreciate your big help.

Sincerely yours,

Frank

問(wèn)題二：底線暴露，談判夭折

Hi Rene,

Good day!

Have you received my mail and the dealer discount plan sent on Apr.2? Any comments?

My friend, the most important thing is that we start moving, and then I will get the best conditions from our board of directors...

Awaiting for your soonest comments...

Best regards!

Sincerely yours,

John Leung

[分析]：這是一個(gè)外貿(mào)業(yè)務(wù)員寫給潛在經(jīng)銷商的郵件。上述郵件給經(jīng)銷商（DEALER）的折扣方案中，我們看到當(dāng)經(jīng)銷商的年采購(gòu)量超過(guò)5000臺(tái)時(shí)，折扣率為30%。在這一折扣下，可以肯定的是供應(yīng)商仍有利潤(rùn)空間，假設(shè)凈利潤(rùn)率為10%。上表中第4列說(shuō)：?jiǎn)未斡嗁?gòu)在10臺(tái)以上的折扣率為5%。由此可以推知，在此情況下供應(yīng)商的凈利潤(rùn)約為35%，這一點(diǎn)潛在經(jīng)銷商不難看出。綜上，該業(yè)務(wù)員制定這一方案的本意是鼓勵(lì)經(jīng)銷商盡可多地銷售產(chǎn)品，本以為這個(gè)不錯(cuò)的方案會(huì)對(duì)客戶有很強(qiáng)的吸引力，卻無(wú)意之中向經(jīng)銷商暴露了他的底線，結(jié)果適得其反。該經(jīng)銷商的回復(fù)是：訂購(gòu)10臺(tái)，要求30%的折扣，否則免談。

問(wèn)題三：沒(méi)有站在對(duì)方的角度說(shuō)話

We’ll send you the samples tomorrow.

[分析]：英文信函中，如果你仔細(xì)琢磨老外的行文方式，很少會(huì)充滿“We”“I”之類的人稱詞。相反，被動(dòng)語(yǔ)態(tài)用得很多。這會(huì)減少客戶在閱讀郵件時(shí)的壓迫感，讓客戶感受到的是：我?guī)湍阕隽耸裁?，而不是我要賣給你什么。因此，此句可改為：Samples will be sent to you tomorrow.

問(wèn)題四：時(shí)態(tài)錯(cuò)誤

Thank you very much for your reasonable calculation of the prices and ROI analysis. I agree with your point that proper pricing strategy will help the success in the market...As I have mentioned before, price will never become the barrier of our cooperation.

[分析]：劃線部分時(shí)態(tài)錯(cuò)誤，應(yīng)改成As I mentioned before

問(wèn)題五：拼寫錯(cuò)誤

Hi Georges,

Good day!

I noted that you have biult a website. Would you consider to add our wind turbines to your website?

Looking forward to hearing from you, soon!

All the best!

Sincerely yours,

Andy

[分析]：“built”明顯拼寫錯(cuò)誤。若寫完后檢查一遍再發(fā)出，應(yīng)能發(fā)現(xiàn)并改之。

問(wèn)題六：短語(yǔ)不清，反復(fù)出錯(cuò)

Hi Georges,

Good day!

Kindly pls send the P/I back to us with your signature and company stamp.

We need this for our file. Pls do me the favor to send it back!

Looking forward to hear from you soon!

All the best!

Sincerely yours,

John Leung

[分析]：“Look forward to” 是一個(gè)短語(yǔ)，意思是“盼望，期待”。這里的“to”是介詞，后面只能跟名詞或動(dòng)名詞，而不能跟動(dòng)詞原形。有不少人誤把它當(dāng)成不定式的標(biāo)志后接動(dòng)詞原形。有一個(gè)外貿(mào)業(yè)務(wù)員在每次郵件的結(jié)尾總是喜歡寫“Looking forward to hear from you, soon!” 推算一下，假如他每天寫10封這樣的郵件，那么他一年就犯了3000多次同樣的錯(cuò)誤。

問(wèn)題七：母語(yǔ)思維，中式表達(dá)

Pls take some time to confirm and clear the above mentioned information. Thank you in advance for your kind help……

[分析]：劃線部分應(yīng)改為“the information mentioned above”或“above-mentioned information”。

問(wèn)題八：?jiǎn)飭?，不夠?jiǎn)潔

Hi Gemma,

1. I have sent the email again I failed to send to you. I think I have sent it to you successfully this time.

2. I have received the new drawing for DSUK. I have completed the translation and I sent it to the Sample Room on June 13.

3. Please send spec. sheets and other things to me from now on, not to Jordan.

Regards,

Tina

[分析]：在一次英文郵件培訓(xùn)中，我曾問(wèn)一名外貿(mào)業(yè)務(wù)員這封郵件有什么問(wèn)題，她看了很久也沒(méi)有回答出來(lái)。后來(lái)，我請(qǐng)她大聲讀一遍，她還是沒(méi)有發(fā)現(xiàn)問(wèn)題。于是我請(qǐng)她再讀一遍，她才豁然明白。短短的一封郵件中出現(xiàn)了7個(gè)“I”。在英文郵件中，當(dāng)主語(yǔ)是第一人稱“I”時(shí)，?？墒÷浴Ｐ薷暮蟮娜娜缦拢?/p>

Hi Gemma,

Have sent the email again I failed to send you. I think it will reach you this time.

Completed translating the new drawing for DSUK from you and sent it to the Sample Room on June 13.

Please send spec. sheets and other things to me from now on, not to Jordan.

Regards,

Tina

問(wèn)題九：常用鏈接，事與愿違

很多朋友在寫開發(fā)信時(shí)，總是會(huì)在內(nèi)容里加上自己公司的網(wǎng)址，或者在簽名下面加上鏈接。這樣做，有很大的概率會(huì)被服務(wù)器攔截掉！最好在客人回復(fù)后，第二次給他寫郵件時(shí)再插入這些鏈接。

問(wèn)題十：布局混亂，答非所問(wèn)

很多國(guó)外客戶每天會(huì)收到大量郵件,因此會(huì)用幾塊固定的時(shí)間用來(lái)處理這些郵件。我問(wèn)過(guò)很多國(guó)外客戶獲知：他們處理一封郵件的時(shí)間是一般2～3秒。如果你的郵件內(nèi)容不能迅速吸引客戶，下面寫得再好，客戶可能也讀不到，更不可能回復(fù)你。

快速切入主題非常重要。很多業(yè)務(wù)員會(huì)用很大的篇幅來(lái)介紹自己、公司和工廠，客戶看了半天不知道你想干什么，干脆不看了。

正確的詢盤回復(fù)郵件，布局應(yīng)該與客戶的詢盤郵件一一對(duì)應(yīng)?？蛻粝葐?wèn)的先答，后問(wèn)的后答，沒(méi)問(wèn)的不答。客戶先問(wèn)的說(shuō)明是他最關(guān)心和最想知道的，應(yīng)大篇幅的回復(fù)，對(duì)客戶后問(wèn)到的一些問(wèn)題則應(yīng)簡(jiǎn)短作答。

干貨奉上！外貿(mào)英文郵件溝通10個(gè)要點(diǎn)

1、遵行24小時(shí)原則：收到客戶的郵件后24小時(shí)內(nèi)應(yīng)回復(fù)，即使不能對(duì)客戶郵件中的問(wèn)題給出明確或準(zhǔn)確的答案，也要讓他知道你已認(rèn)真查看了其郵件并已開始行動(dòng)。

2、情緒高漲時(shí)避免立即回復(fù)郵件。

3、郵件應(yīng)“主旨”明確，讓人一看就明白。

4、發(fā)送郵件前，一定要至少檢查一次拼寫、語(yǔ)法等。

5、避免使用高姿態(tài)或命令語(yǔ)氣寫郵件。

6、合理布局較長(zhǎng)的郵件：先概述整篇郵件的大意，再詳細(xì)闡述，最后簡(jiǎn)短總結(jié)。

7、不可全用大寫。大寫=大喊，十分不禮貌。

8、不可全用紅色。

9、現(xiàn)代英文縮略語(yǔ)及表情符號(hào)，要避免用于正式商務(wù)郵件中。

10、段落開頭，當(dāng)主語(yǔ)是第一人稱“I”時(shí)，常省略。

（摘自《進(jìn)出口經(jīng)理人》系列叢書之《TTM全面外貿(mào)管理與案例分析》，作者：丁軍）

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