分享内容1:cold call 该如何打？

作者：五星-德福来-鲍伟伟

很多外贸人对Cold Call心里有阴影：怕被挂、怕冷场、怕英文不够好。
其实就是一场“即兴对话”，核心不是背稿子，而是准备足够的场景话术，让你随时有话说。

下面是整理的覆盖开场白、提问、拒绝应对、结束语、文化差异等。打过几百通之后，你会发现：客户反应虽然不同，但套路很有限。

一、开场白（黄金30秒）

开场就是成败关键，要简短、礼貌，迅速说明你是谁、为什么打。

 常规开场

“Hello, this is XX from [Company]. We support companies like yours with [产品/服务]. Could I take one minute?”

“Hi, I’m XX calling from [Company]. Are you the right person in charge of purchasing [产品]?”

如果接电话的人不是采购

“Thanks for picking up. May I know who is the best person in your company to discuss purchasing [产品]?”

“I understand you may not be in charge. Could you kindly point me to the right person?”

降低戒备

“It’ll just take one minute to explain, if it’s not relevant I’ll hang up immediately.”
（只要一分钟，不相关我立刻挂断。）

二、探寻需求（1-3分钟核心对话）

Cold call的重点是问问题，而不是自己讲。提问让客户多说，你才能获得信息。

确认身份

“Could you please let me know if you handle purchasing [产品]?”

“Are you involved in supplier selection for [产品]?”

判断是否已有供应商

“Do you currently work with overseas suppliers for [产品]?”

“Are you already working with a stable supplier in this area?”

试探采购标准

“What’s the most important factor for you when choosing a new supplier? Price, quality or lead time?”

“How often do you usually review or change suppliers?”

获取需求信息

“Do you have any upcoming projects where you may need [产品]?”

“Can I know the main challenges you face with your current suppliers?

这些问题不是为了套单，而是为了 摸清客户画像：是不是采购人，有没有需求，竞争对手是谁。

三、常见拒绝+应对话术

客户说“没兴趣”

“I totally understand. May I just send you a short introduction by email, so if you need in future you can reach me?”

“I see, so you already have stable suppliers, right? May I know what factors made you choose them?”

客户说“我们已经有供应商了”

“That’s great. Just in case you need a second option or for comparison, could I send you some info?”

“I understand. Sometimes companies like yours still keep a backup supplier. Would it make sense if I share our details?”

客户说“太忙了”

“No problem, I’ll be quick. May I have your email and I’ll send you details instead?”

“Totally understand. When would be a better time for me to call back?”

客户直接想挂电话

“I’ll just need your email and I’ll stop bothering you.”

“Before you hang up, could you please tell me the right person to contact?”

四、结束语（一定要留钩子）

无论客户态度如何，结束时都要留“下一步动作”。

索要邮箱

“Thanks for your time, may I have your email to send a short intro?”

“Could you please give me your company’s general contact email?”

约时间

“Would it be okay if I call back next week after you review the info?”

“Shall we arrange a quick 10-minute call tomorrow at your convenience?”

留退路

“Even if it’s not urgent now, having our info may help in the future. May I send it over?”

如果想cold call效果更好，更深入，打电话之前一定要做好背调。话术仅供参考，不要一成不变，慢慢实践中积累，形成自己的话术。