跨境電商客戶服務(wù)英語（第一版）張康

徐俊凌/編著導(dǎo)論目錄Contents第一章售前服務(wù)電子商務(wù)客戶服務(wù)渠道與客服咨詢模板任務(wù)1產(chǎn)品描述要點、案例與模板任務(wù)7拒絕買家的折扣要求任務(wù)2歡迎詞、問候語類電郵的書寫任務(wù)3產(chǎn)品信息咨詢?nèi)蝿?wù)5如何書寫催促付款電郵任務(wù)6接受買家的折扣要求任務(wù)4

關(guān)于價格、折扣、促銷、付款方式、運費和關(guān)稅咨詢THowtoofferSpecialDiscount接受買家的折扣要求內(nèi)容提要1.

TipsforWritingDiscount-givingE-mail撰寫折扣電子郵件的技巧2.Giving-discountE-mailTemplates

提供折扣電郵模板【內(nèi)容提要】價格咨詢往往伴隨著討價還價，而面對買家的折扣要求，賣家只有兩種選擇：接受或者拒絕。本部分介紹了如何接受買家折扣要求，同時又能最大限度地維護(hù)公司的利益和誠信。知識目標(biāo)：理解折扣促銷的四大技巧，掌握如何通過截止日、

措辭、數(shù)字、使用限制等手段營造折扣珍貴性。能力目標(biāo)：通過相關(guān)理論和模板的學(xué)習(xí)，能夠針對五種折扣促

銷方式書寫針對性電郵。導(dǎo)入

Discountcodes,flashsales,freesamples...,nomatterwhattypeofincentiveyouchoose,salespromotionsareasure-firewaytoincreaserevenue.Whiletheofferinyoursalescampaignssurelymatters,howyouframeandpromotethemoftenplaysamorecrucialroleinconvertingprospectsintocustomers.Bycombiningwebsitepopupswithe-mailmarketing,youcanensureyouroffersreachtherightusersattherighttime.Ifyou’relookingforsomeinspirationforyournextcampaign,here’ssomeofthebestadviceforwritingdiscount-givinge-mail.Words&Expressionsincentive

n.

激勵措施

sure-firea.

萬無一失

frame

v.

表達(dá)popups

n.

彈窗JargonsDiscount

code折扣代碼Flashsales限時搶購Freesamples免費樣品Salescampaigns促銷活動1.

TipsforWritingDiscount-givingEmailsWhensendingane-mailwithclientorcustomerdiscounts,yoursubjectlineisprobablyyourmostvaluableasset.Why?Becauseiftheyneveropenthee-mailsinthefirstplace,howwilltheyclicktheoffer?Andiftheyneverclicktheoffer,howwillyoueverboostsales?Hereareafewquicktipsforbetteropenrates:1.1 Don’twasteyoursubjectline

不要浪費標(biāo)題欄

閱讀

Incitecuriositybynotgivingawayeverythinginthesubjectline.Insteadofsaying“25%discountinside”,use“25%or35%?Opentoseethismonth’sdiscount”.Behonestandavoidspammy-soundingwordslike“youwon’tbelieve”or“clicktoopen”—bothe-mailprovidersandcustomersthemselveswillpunishyouforthose.

Addvalue

bypromisingagoodreturnforopeningtheemail.Somethinglike“Immediatesavingsinside”willhelpthemseeit’sworththeirtimetoopenyourdiscountemail.1.2Toneiseverything

關(guān)鍵在于語氣

Firstofall,toneiseverythingwhenusinge-mailforgivingadiscounttocustomers.We’veallexperiencedamisunderstandingwhenwecommunicateviawordsonascreen.Toavoidthat,uselanguagethatmatchesyourusualconversationwithclientsorcustomerswhensendingadiscountofferviae-mail.Considerthedifferenceintonebetweenthese3options:

Wearepleasedtoofferyouadiscount…

We’resaying‘thanks’bysendingadiscountyourway.

You’reabouttosavesomemajormoneythismonth!1.3Gettotheofferquickly!手慢,無！Picturethis:Youreceiveane-mailgivingadiscountonaserviceyouareactuallylookingfor,butthee-mailisverylong-winded,willyouevenhavethepatiencetogothrowthetext?Honestly,youprobablywon’t.Mostpeoplewouldrathermissthediscountoffer.Everye-mailyousendshouldhaveapurpose—infact,itshouldhaveonepurpose.You’renotsendingane-mailtoshowof,toentertain,orevennecessarilytofosterarelationship.You’resendingane-mailforofferingadiscounttoaclientorcustomer.1.4Addurgencyorscarcity限時折扣，錯過再等一年（增加緊迫感或稀缺性）Youprobablyknowaswellasanyoneelse:Onceane-mailgetsmarkedas“read”,italmostnevergetsopenedagain.Particularlynotamarketinge-mailofferingadiscount.Theharshrealityis:Ifyoudon’tgetyourclientsorcustomerstoopentheire-mailsandusetheirdiscountimmediately,youprobablywon’tgetthemtouseitever.Toremedythatyou’llwanttousetwocopywritingtoolsmarketingwritershavebeenusingforages:Urgencyandscarcity.Inshort,urgency(realurgency,notthefabricated,fakekind)forcesyourcustomerstoactnowormissoutontheofferforever.Scarcityhelpsyourcustomersunderstandthatyourdiscountisn’tunlimitedand,iftheywantit,theyneedtobeamongthefirsttotakeaction.Herearesometipsforcreatingurgencyandscarcity.1.4.1Pickadeadline

設(shè)置折扣活動截止日期RememberhowItoldyouthaturgencyispredicatedupontime.Thisiswherethetruepowerofurgencyisunleashed—timelimits.

ThedeadlineforsigningupisAugust5.

Thissalesendsat12amonSeptember1st.

BeginningOctober3,Iwillnolongerbeacceptingnewpatients.

Ordersmustbeplacedwithin24hours.1.4.2Usewordslike“now”“hurry”“instant”and“immediately”.

使用“時不我待”“快”“秒殺”“只爭朝夕”等措辭Thesewordstellpeopletodosomethingrightaway.Thereisnowaitingaround.Checkoutthefollowingactionbuttonswhichusetheword“now.”1.4.3Showbignumbersanduseurgentcolors

數(shù)字醒目，顏色惹眼Urgencyworkswithdata.Whenyouintroducelargenumbersintotheconversation,youareraisingtheimportanceofyourproductorservice.Red,orange,andyellowcansometimesintroduceafeelingofurgency.Redisthecolorofstopsignsandtrafficsignals.Yellowisthecolorofcautionandyield.Orangeisthecolorofconstructioncones.Red,orange,andyellowarethecolorsassociatedwithheatandfire.Redisacolorassociatedwithpassionandlove.It’salsothecolorofblood.1.4.4Putalimitonwhatyouaccept

如有必要，增加對折扣使用的限制Youcanputlimitsonanything.Asabusinessdecision-maker,youhaveeveryrighttodoso.Peoplearenotentitledtoyourproduct.Youcanprovideitatwill.Ifyouwantyourproductorservicetobelimited,sobeit.1.4.5Displaystocklimitations顯示庫存數(shù)Ifyousellproducts,youhavestocktodealwith.Thisisalegitimatesourceofscarcity.Again,Amazonemploysthescarcitytechniquetoincreasesalesonsomeproducts.Words&Expressionspopupsn.彈出窗口/消息assetn.資產(chǎn)；有用的東西;有價值的人或物boostv.促進(jìn)；使增長；使興旺incitev.刺激spammy-soundingadj.空洞的urgencyn.緊急；緊急的事scarcityn.不足；缺乏remedyv.改進(jìn)copywritingtool文案工具fabricatedadj.捏造的；虛構(gòu)的missout錯過；遺漏deadlinen.最終期限；截止日期Words&Expressionsdecision-makern.決策人beentitledto有權(quán)；有…的資格atwill隨意；任意stocklimitation現(xiàn)貨剩余數(shù)量legitimateadj.合乎情理的exclusiveadj.獨有的；專有的price-off減價；降價attachedadj.所附的once-in-a-lifetime千載難逢bulkadj.大量的merchandisen.商品；貨物

correspondingadj.符合的；相應(yīng)的；相關(guān)的Words&Expressionspromon.(=promotion)促銷availv.有助于；使對…有利convert…into使轉(zhuǎn)變；把…轉(zhuǎn)化成inspirationn.靈感fosterv.促進(jìn)incentives激勵措施2.emailmarketing郵件營銷timelimits期限thefinalinvoice最終發(fā)票Jargons2.

Giving-discountE-mailTemplates寫作

Template#1:GeneralSalesPromotion[Subject:X%orY%?OpentoSeeNewSpecialDiscount]Dear[NameofRecipient],Wearehappytoinformyouthatourcompanywillbehavingahugediscountofferthiscoming[TargetDate]anditwillendon[EndDate].Thestocksareverylimitedsoifyouareinterested,youcangotoourwebsiteandorderrightaway.Hereisthelinkofproductsthatwillbeforsale:[Link]Wearehopingthatyouwilltakeadvantageofthenewspecialdiscountofferandstartorderingonourwebsite.Thankyouforyourpatronage.Sincerely,[Name][Title][NameofCompany]Template#2:Quarter’ssales

模板二：季度讓利折扣[Subject:X%orY%?OpentoSeethisQuarter’sDiscount]Hi[NameofCustomer],Thankssomuchforbeingaloyal[CompanyName]customerforalltheseyears!Toshowourappreciation,wearepleasedtoofferyouadiscountonany[ProductorService]youneedhelpwithbeforetheendoftheyear.Toclaimthisoffer,justhit“reply”tothise-mailbefore[Date]withany[ProductorService]youneedbeforeyear-endandwe’lltakeX%ofwhenwesendthefinalinvoice.It’sourwayofsaying:HappyFourthQuarter!Wishingyouallthebest,[YourRepresentativeName][YourCompanyName]PS:YouknowhowbusyitgetsaroundQ4whichmeans,wecan’tofferthisdiscountafterOct31(evenifwewantto!)sobesuretohit“reply”rightawayandwe’llgetyouonthecalendar.Cheers!Template#2:Quarter’ssalesTemplate#3:ChristmasSales

模版三：圣誕季折扣[Subject:X%orY%?OpentoSeetheDiscountforChristmasseason]Dear[RecipientsName],Thankyouforbeingaloyal[CompanyName]

clientformorethanXyears!Toshowourappreciation,wearegivingyouanexclusiveprice-offofferwhenyouorderfromourcatalog.Ifyoucanmakeyourpurchasesby[Date],youwillgetaX%discountonyourorder.ThiscutwillgiveyoualotofsavingsforChristmas,sograbacopyofourcatalognow.

Besuretolookattheattachedprice-offcouponwhenyoumakeyourorder.Andonceagain,thankyouforbeinganexcellentclient.Wehopetohearfromyousoon.Sincerely,

Template#3:Cancellationconfirmationaftershipping

Template#4:buydiscountedproductgetsomespecialitemforfree

模版四：折扣外加小禮品[Subject:X%orY%?OpentoSeethisQuarter’sDiscount]Dear[NameofRecipient],Wewouldliketoinformyouthatourcompany,[NameofCompany]willbehavingastorewidespecialdiscountrangingfromXtoYpercentstartingfrom[startingdate]to[enddate].Wewillalsogiveoutsomespecialitemsforsinglepurchasesamountingto[inputamount].Thisisaneffortbythecompanytosaythankyouforallourvaluedcustomers.Wehopethatyouwilltakeadvantageofthisonce-in-a-lifetimeoffer.Youcansendusyourpurchaseorderoryoucangodirectlyonyourstoretobuythem.Wearelookingforwardtohearfromyou.Sincerely,[Name]

[Title]

[NameofCompany]

Template#4:buydiscountedproductgetsomespecialitemforfreeTemplate#5:DiscountandBulkBuyDiscount

模版五：多件購買的折扣[Subject:TheDiscountofFirstTimeinForever]Dear[NameofCustomer],Weareawarethatourcompany,[NameofCompany],isnotalwaysofferingspecialdiscountssoweareveryhappytoannouncethatwewillbehavingahugediscountsalefrom[StartDate]to[EndDate].Pleasebearinmindthatthemerchandisewithdiscountswillbeverylimited.Belowisthelinktothemerchandisethatwillbeonsaleandthecorrespondingdiscounts:

[Link]Ifyouareplanningtopurchasebybulk,youcancontactusdirectlyandplaceyourorder.However,wewillonlyentertainbulkordersstartingfromthetargetstartdateofthehugediscountpromo.Wewillalsoprovideaspecialdiscountforthepeoplewhowillbeavailingtheproductsbybulk.Thankyouforyourpatronage.Sincerely,[Name]

[Title]

[NameofCompany]

Template#4:buydiscountedproductgetsomespecialitemforfreeAFTERYOUREAD

練習(xí)

A．UnderstandMainIdeas

Couldyougivesomeofthebestadviceforwritingdiscount-givingemail?

Couldyougivesometipsforcreatingurgencyandscarcity?Don’twasteyoursubjectline;Toneiseverything;Gettotheofferquickly;Addurgencyorscarcity.Pickadeadline;Usewordslike“now”,“hurry”,“instant”,and“immediately”;Showbignumbersanduseurgentcolors;putalimitonwhatyouaccept;displaystocklimitations.練習(xí)

B．UnderstandDetails1.Whattypeofincentivecouldyouchooseinsalespromotions?

A.freesamplesB.flashsalesC.discountcodesD.alltheabove

練習(xí)

B．UnderstandDetails2.What’sprobablyyourmostvaluableassetwhensendingemailwithclientorcustomerdiscounts?A.youremail’smainbodyB.yoursubjectlineC.theofferlinkenclosedD.youremail’swritingtone

練習(xí)

B．UnderstandDetails3. What’squicktipforbetteropenrates?A. IncitecuriosityB. Behonestandavoidspammy-soundingwordsC. AddvalueD. Alltheabove

練習(xí)

B．UnderstandDetails4.Whichtwocopywritingtoolshavemarketingwritersbeenusingforages?A.urgencyandabundanceB.none-urgencyandscarcityC.urgencyandscarcityD.none-urgencyandabundance

練習(xí)

5.What’stheuseofdisplayingstocklimitations?A.showingitsrealquantityB.makingcustomerstakeactionamongthefirstC.It’sjustacommonpractice.D.Theplatformrequires.

C.BuildYourVocabularyFillouttheblanketswiththewordsandphrasesbelow.harshreality,fabricated,incentive,incite,sure-fire,spammy-sounding

1.Discountcodes,flashsales,freesamples…,nomatterwhattypeofincentiveyouchoose,salespromotionsareasure-firewaytoincreaserevenue.

2.Incite

curiosity

bynotgivingawayeverythinginthesubjectline.Insteadofsaying“25%discountinside”use“25%or35%?Opentoseethismonth’sdiscount.”3.Behonest

andavoidspammy-soundingwordslike“youwon’tbelieve”or“clicktoopen”—bothemailproviders(likeGmail)andcustomersthemselveswillpunishyouforthose.

4.Theharshrealityis:ifyoudon’tgetyourclientorcustomertoopentheiremailandusetheirdiscountimmediately,youprobablywon’tgetthemtouseitever.

5.Inshort,urgency(realurgency,notthefabricated,fakekind)forcesyourcustomerstoact

now

ormissoutontheofferforever.D.BuildYourSentencePutthefollowingsentencesintoEnglish.1.無論你選擇何種激勵措施，降價促銷是增加營收的萬全之策。(sure-fireway)Nomatterwhattypeofincentiveyouchoose,salespromotionsareasure-firewaytoincreaserevenue.

2.給客戶或用戶發(fā)送折扣的電郵時，你的標(biāo)題欄很可能是你最有價值的資產(chǎn)。（mostvaluableasset）Whensendingemailwithclientorcustomerdiscounts,yoursubjectlineisprobablyyourmostvaluableasset.

3.要坦誠，避免垃圾郵件的措辭，如“你絕不會相信”或“點擊鏈接”，因為這會遭到郵箱運營商（如Gmail）和客戶本人的懲罰。(spammy-soundingwords)Behonest

andavoidspammy-soundingwordslike“youwon’tbelieve”or“clicktoopen”—bothemailproviders(likeGmail)andcustomersthemselveswillpuni