专业实用外贸函电教程及模板

　　欢迎各位外贸学员前来了解柠檬外贸文化课程，我们专注外贸文化领域教育。期待为你提供专业的外贸知识和技能解答！如您需要了解更多的外贸函电教程、函电模板、客户跟进模板以及客户跟进案例，外贸跟进流程，外贸单证知识，请持续关注《柠檬外贸基础课程》《专业实用外贸函电教程及模板》！

　　欢迎了解更多专业外贸函电模板外贸专业函电邮件书写方案

　　一、函电基本概述

　　外贸函电是一种商务信件，是我们与客户之间建立联系及合作关系的重要手段。外贸函电的作用：意识索取信息或传递信息，二是处理商务交流中有关事宜，三是联络与沟通感情。函电主要通过电子邮件、传真或MSN等方式去传送内容。外贸函电写作是我们外贸业务员必备的意向技能，也是商务活动的一门语言。

　　二、函电内容介绍

　　外贸函电相关内容在这里主要是指建立业务关系（如开发信），处理回复和跟进客户询盘、报价、订货协商、签约、包装、装运、支付、结算以及办理保险、商检、索赔以及代理协议、仲裁等等业务工作所要撰写电子邮件和信函内容。可以说函电内容是整个业务商谈和合作过程中最为重要的往来交流信息和内容。它很大程度上体现业务员的专业素养和能力，也会直接或者间接影响到业务员的接下订单的概率。例如，我们写的客户开发信，回复信。

　　三、函电基本流程

　　整个业务过程，函电所涵盖的内容有很多。因此我们业务员需要将基本的函电流程理清楚。通常整个流程就是我们做客户跟进的流程。

　　1.建立业务关系

　　这是开启业务合作的第一步，通常通过不同的客户开发渠道与客户建立业务联系。如写开发信，产品介绍说明等；

　　2.询价与答疑

　　国外潜在买家会通过询价、索要产品资料和方案来与我们业务员建立合作联系。这时我们业务员需要掌握进出口贸易的基本价格条件（术语），相关产品方案和技术讲解函电的撰写，并熟悉询价与答复客户疑问的常用句型。

　　3.报价与议价

　　在解决了产品方案和技术问题以后客户会与我们业务员进行价格商榷，我们业务员需要懂得相关报价术语、议价内容和技巧的函电撰写。

　　4.接受方案

　　双方经过报价与议价阶段达成一致并协商出双方都能接受的方案。这个过程业务员需要掌握一些促成合作的函电表达技巧。

　　5.合同拟定

　　双方对产品报价方案达成一致以后便会进行合同细节的商榷和条款拟定。这时需要业务员懂得相关的合同细节条款（支付与结算方式、包装、质保、商检、装运、保险、仲裁等内容）表达和签约相关的函电内容撰写。

　　6.订货签约跟进

　　这一阶段业务员需要掌握签约跟进，款项落实的基本函电撰写。函电内容撰写要表达准确清晰同时又要掌握好相应表达技巧，如委婉，间接。

　　7.付款方式与查收确认

　　通常根据支付方式不同，我们需要做的跟进工作也不一样。

　　【1】对于T/T电汇付款，我们需要根据客户提供的付款银行水单进行订单款的查收核实并且在核实后邮件告知客户。

　　【2】对于信用证支付方式，那我们需要做的就是：

　　（1）催证：催客户开立信用证

　　（2）审证：审核信用证各项条款，确认信用证有效后安排后续生产和跟进。

　　（3）改证：对于信用证条款有错误、或条款有异议不能满足的需要发送改证信息给客户做好相关修改。

　　8.订单跟进反馈

　　签约生效以后下达生产订单，这一阶段需要我们业务员和跟单之间协调好并做好生产跟进。整个阶段业务员需要给定期给客户做好生产进程反馈。需要掌握相关的生产和流程术语以及反馈函电的撰写。

　　9.出货阶段

　　该阶段业务员需要掌握质检验货、包装描述、货代衔接（运输、入库）、商检流程、报关通关等流程信息以及相关的函电内容撰写。

　　10.售后跟进

　　货物发出去以后，业务员就要进入重要的售后跟进环节，其中包括发送发货通知、协助客户做好清关工作等。这一个过程需要掌握运输与清关方面的专业术语和流程，并将这些转化成为跟进函电。此外，售后跟进的环节中常常遇到客户反馈的各种各样的问题。其中包括：产品质量问题、使用操作问题、运营维护问题、投诉问题等。这些问题处理都需要业务员掌握一定函电沟通技巧，将问题一个个化解，同时能够让客户满意。

　　11.代理合作

　　代理合作签署过程中，业务员需要将合作协议以及洽谈信息转化成为函电内容转达给客户。过程会涉及到很多协议专业术语。这些都是跟进函电需要解析的。因此业务员需要具备这些函电表述技巧。

　　四、函电基本要求

　　1.函电基本要求

　　外贸函电的书写要遵守一些基本的规范和要求。在我们写邮件的过程中，我们要去不断地提炼和精简一些内容。因为国外文化和工作方式及环境不一样，很多国家的客户，如很多欧洲国家的客户都喜欢内容鲜明、简洁和高效的信件，这样可以节省出他们很多阅读时间。平时我们在写函电的时候都可以参照以下基本书写的要求：

　　（1）主题明确

　　（2）内容简洁

　　（3）语言精炼

　　（4）表述完整

　　2.外贸函电格式

　　有固定的语言、习惯用法和常用句型。需要掌握各种英语语言知识，掌握外贸书信的格式与写作技巧。常见的缩略语。条理清晰，内容简洁。

　　3.外贸函电语气

　　在跟进客户的每一个环节里面，各部分的语气是不一样的。如开发信、询盘回复的语气需要做到客气委婉和有亲和性，表达感谢；平常的业务联系需要做到平和、耐心、细心和信任；催款的时候需要做到有理有据、紧急却又不失礼貌和礼节，更多地去表达合作的愉快。客户投诉和理赔的时候需要给予理解和说明，语气要谦和，要细心耐心。

　　4.函电写作原则

　　外贸函电应该掌握7C原则：

　　（1）完整：外贸函电应完整表达所要表达国际贸易中的内容和意思，何人、何时、何地、何事、何种原因、何种方式等。

　　（2）准确：表达的用词、用于及标点符号应正确无误，因为外贸函电的内容大多涉及商业交往中双方的权力、义务以及利害关系，如果出错势必会造成不必要的麻烦。

　　（3）清楚：所有的词句都应能够非常清晰明确地表现真实的意图，避免双重意义的表示或者摸棱两可。用最简单普通的词句来直接了当地告诉对方。

　　（4）简洁：在内容表达清楚和完整的前提下，我们回复客户需要尽量要做到简明扼要。这样可以给人阅读时候的一种简明和专业。同时这也可以节省我们很多时间。

　　（5）具体：回复客户通常需要根据客户提出的问题逐个去分析和作答，而不是一次性没有条理逻辑和思路地给客户做回复。

　　（6）礼貌：礼貌得体这是跟进客户以及业务员所要具备的素质。礼貌得体和亲切是函电要求里面比较重要的一条要求，它可以增进客户对我们的信任和关系。同时，礼貌得体也有助于我们去展开合作交流，处理问题，如客诉问题等。

　　（7）体谅：我们在于客户进行沟通协商过程总会或多或少遇到一些问题和误会，有时候是回复晚了，是报价出错了或者其他原因等。当遇到这些问题时候，如果是客户方面造成的，那么我们也需要怀着一种宽容体谅的心态去回复，我们的函电中更多的是给予宽容和想办法去化解纠纷矛盾。此外，如果是我们的事物造成的那么我们在函电里面需要更加委婉和谦卑去表达，争取客户的体谅和配合。

　　五、函电模板分享

　　1.函电模板作用

　　一笔外贸订单的顺利成交和完成需要经过非常多的细节沟通，包括从最初给潜在客户发送开发信或回复询盘，到最终客户收到或物后的售后跟进和维护。整个外贸业务流程中的每一个细节都需要业务员能够准确、及时地和国外客户进行有效沟通，这样才能确保每一笔外贸订单的高质量交付以及后续的持续返单。

　　因此我们业务员在平时工作中进行积累和总结或者通过学习整理出一套流程化完整的邮件模板，从而让我们在以后的跟进于沟通中能够高效省时，最大程度上提升我们客户开发跟进工作的效率和效果。

　　外贸函电模板主要包括：

　　（1）开发推广介绍

　　（2）前期询盘跟进

　　（3）报价方案跟进

　　（4）合同拟定阶段

　　（5）预付款项落实

　　（6）生产跟进反馈

　　（7）尾款催收确认

　　（8）发货情况跟进

　　（9）清关收货跟进

　　（10）售后跟进模板

　　（11）客诉处理跟进

　　2.综合模板参考

　　（1-1）产品开发信

　　Dear Julian:

　　Hope this email finds you well.

　　This is Linda from China. I’m glad to share our new Laundry Machine, with Performance enhancement design with you. We trust it will be very popular in your country. And do not hesitate to write back to us if you want more details.

　　Best regards,

　　Linda

　　（1-2）产品推荐信

　　Dear Julian:

　　Inquiries regarding our new product, Intelligent Laundry Machine, have been coming in from all parts of the world. Reports from users confirm what we knew before it was put on the market - that it is the best Laundry Machine available. Enclosed is our brochure.

　　Best regards,

　　Linda

　　（2）客户索要报价

　　Dear Linda:

　　We received your promotional letter and brochure today. We believe that your products would do well here in Mexico.

　　Kindly send us further details of your prices and terms of sale. We need you a favor to quote at competitive prices in order to secure our business. We look forward to hearing from you soon...

　　Best regards,

　　Julian

　　（3）提供相关报价

　　Dear Julian:

　　Thank you for your inquiry concerning the Intelligent Laundry Machine. It gives us great pleasure to send along the technical information on the model together with the catalog and quotation.

　　After studying the prices and terms of trade, you will understand why we are working to capacity to meet the demand.

　　We look forward to the opportunity of being of service of you.

　　Best regards,

　　Linda

　　《交易合作良机》

　　（4）客户讨价还价

　　Dear Linda:

　　We have received your solution and have studied it carefully. However, the price level in your offer is too high for our market, If you are prepared to grant us a discount of 10% for a quantity of 500, we would agree to your offer. You should note that some price cut will justify itself by an increase in business.

　　We hope to hear from you soon.

　　Best regards,

　　Julian

　　（5-1）同意客户还价

　　Dear Julian:

　　Thank you for your feedback. We have accepted your offer on the terms suggested. Enclosed with a special offer that we believe will meet your price expectation. You should note that the recent advances in raw materials have affected the cost of this product unfavorably. However, for your order we have kept our prices down.

　　Best regards,

　　Linda

　　（备注：给客户降价需要提供价格对比分析或参考数据，并告知降价缘由！）

　　（5-2）拒绝客户还价

　　Dear Julian:

　　Thank you for your update info. We regret that we cannot meet your terms. We must point out that the falling market here leaves us little or no margin of profit. We must ask you for a keener price in respect to future orders.

　　At present the best discount offered for a quantity of 500 is 5%. Our current situation leaves us little room to bargain. We hope you will reconsider the offer.

　　Best regards,

　　Linda

　　（备注：拒绝客户降价需要提供一定的缘由，同时也要跟客户诉下苦！可以参考双方各退一步的合作方式。）

　　（6）正式提出订单

　　Dear Linda:

　　We have discussed your offer of 5% and accept it on the terms quoted. We are prepared to give your product a trial, provided you can guarantee delivery on or before the 20th of October. The enclosed order is given strictly on this condition. We reserve the right of refusal of delivery and/or cancellation of the order after this date.

　　Best regards,

　　Julian

　　（7）确认采购订单

　　Dear Julian:

　　Thank you very much for your order for 500 intelligent laundry machines. We will make every possible effort to speed up delivery. We will advise you of the date of dispatch. We are at your service at all times.

　　Best regards,

　　Linda

　　（8）请求开立信用证

　　Dear Julian:

　　Thank you for your order. In order to execute it, please open an irrevocable L/C for the amount of US$150,000 in our favor. This account shall be available until Oct.20. Upon arrival of the L/C we will pack and ship the order as requested.

　　Best regards,

　　Linda

　　（9）通知已开立信用证

　　Dear Linda:

　　Thank you for your letter of July 18 enclosing details of your terms. According to your request for opening an irrevocable L/C, we have instructed the China Merchants Bank in Shenzhen to open a credit for US$150,000 in your favor, valid until Oct.20. Please advise us by fax when the order has been executed.

　　Best regards,

　　Julian

　　（10）请求信用证延期

　　Dear Julian:

　　We are sorry to report that in spite of our effort, we are unable to guarantee shipment by the agreed date due to a Emergency in our Factory. We are afraid that your L/C will be expire before shipment.

　　Therefore, please explain our situation to your customers and secure their consent to extend the L/C to Oct.30.

　　Best regards,

　　Linda

　　（11）同意更改信用证

　　Dear Linda:

　　We received your letter today and have informed our customers of your situation. As requested, we have instructed the China Merchants Bank in Shenzhen to extend the L/C up to and including October 30. Please keep us abreast of any new development.

　　Best regards,

　　Julian

　　《交易过程问题处理》

　　（12）抱怨发货迟延

　　Dear Linda:

　　Concerning our order No.1020 for 500 laundry machines, so far you have shipped only 300 laundry machines against the shipment. We are notifying you that we reserve our right to claim on you for the shortage, if it is confirmed. We have given our customers a definite assurance that we would supply the goods by the end of October. We hope you will look into this urgent matter.

　　Best regards,

　　Julian

　　（13）处理客户抱怨

　　Dear Julian:

　　In response to your letter of Oct.25, we regret your complaint very much. Today we received information from Hong Kong that the remaining 200 laundry machines were on a ship that developed engine trouble and had to put into port for repairs. The trouble was not serious, and the vessel is now on its way. It would arrive at your place tomorrow or the next day.

　　Best regards,

　　Linda

　　（14-1）取消订货

　　Dear Linda:

　　We are sorry that causes completely beyond your control have made it impossible for you to keep the shipment date of Oct.30. Since you have failed to uphold your end of the agreement, we find it necessary to cancel our order. Unfortunately, our buyers cannot wait indefinitely for the units. We are sorry that it is necessary to take such a drastic step.

　　Best regards,

　　Julian

　　（14-2）谅解迟运原因

　　Dear Linda:

　　We have received of your notice of delay of shipment due to mechanical troubles on the ship. We are pleased that the order is now on its way. Thank you for the notice. We are eagerly awaiting the ship's arrival.

　　Best regards,

　　Julian

　　《交易尾声阶段》

　　（15）货物损坏报告

　　Dear Linda:

　　Upon arrival of your shipment, the ship's agents noticed that case No.8 was damaged and notified us. The number of articles in the case is correct according to the invoice, but the following articles are broken: (List of articles)

　　As you will see in our survey report and of the ship's agents', that these units are damaged and quite unsaleable. Please send us replacements for the broken articles; we await your reply in due course.

　　Best regards,

　　Julian

　　（16-1）拒绝承担损坏责任

　　Dear Julian:

　　Thank you for informing us of the damaged shipment. Since the units were packed with the best of care, we can only assume that the cases were handled roughly. We therefore urge you to lodge your claim with the insurance company.

　　Best regards,

　　Linda

　　（16-2）承担赔偿责任

　　Dear Julian:

　　As soon as we got your letter we got in touch with the packers and asked them to look into the matter. It appears that the fault lies with the packaging materials used. We have since corrected the mistake. We apologize for the oversight, and are sending a new delivery immediately.

　　Best regards,

　　Linda

　　《逾期货款催收》

　　（备注：对于老客户或者有一定合作基础的客户，在比较了解对方经济实力以及对方信用的情况下。我们可以适当提供一些赊销选项。这样也为了留住客户，同时帮助客户度过资金周转困难期。但是我们也要根据相关的情况向客户催收逾期的货款。）

　　（17）催要逾期货款

　　Dear Julian:

　　It has come to our attention that your payment is 40 days overdue. The units ordered were delivered to you on October 26 and were invoiced on October 30. Payment is due on October 30. We look forward to seeing your remittance within a week.

　　Best regards,

　　Linda

　　（18）付清逾期货款

　　Dear Linda:

　　We have looked into the cause of the delay in payment and have found that our accounting department made an oversight in making your remittance. We are sorry for the inconvenience. The sum of US$ 40,000 has been sent to you by Telegraphic Transfer and should reach you sometime tomorrow.

　　Best regards,

　　Julian

　　

　　备注：作为外贸业务员而言，外贸函电的知识和写作技能是我们必须掌握的一门知识技能。。学好外贸函电写作技能，表达方式以及函电跟进客户的流程对于我们成功地争取外贸客户订单有很大的帮助。而掌握一套外贸函电流程及案例模板将有助于提高我们的跟进效率。欢迎咨询（Wechat:kindlymo）了解更多关于外贸函电知识，外贸函电模板，外贸函电跟进流程知识。

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