[B2B出海] B2B-103 | 有哪些实用的B2B外贸销售技巧和话术可以直接套用？
简介： B2B销售不是B2C，一个订单谈半年、涉及多个决策人。没有系统话术和方法论，怎么拿下大单？
B2B出海全链路实战系列，由外贸圈集团创始人林芳老师领衔出品，共172节，覆盖从市场调研、客户开发、询盘跟进、报价谈判、交付管控、风控合规到团队搭建的完整出海路径。希望可以帮到你在出海路上少走弯路。
你是不是经常遇到这样的情况：知道要跟进客户，但不知道邮件怎么写；知道要处理异议，但不知道说什么好；知道要促成签约，但不知道怎么开口。你需要的是”拿来就能用”的实战话术。
“战略成交”方法论强调”先胜而后求战”——做好准备，包括话术准备。外贸圈集团在辅导5000+企业的过程中，积累了大量经过实战验证的高转化话术。本文将为你提供一套覆盖外贸销售全流程的实用话术库，可以直接套用到日常工作中。
外贸成交的本质，是让客户觉得跟你合作比跟别人合作更放心。
一、首次回复询盘的话术
1.1 标准回复模板
Subject: Re: Inquiry for [Product Name] - [Your Company]
Dear [Name],
Thank you for your inquiry. We're a professional manufacturer
of [product category] with [X] years of experience, serving
clients in [markets/regions].
To provide you with the most accurate quotation, could you
please confirm:
1. Required specifications (size, material, color)
2. Estimated order quantity
3. Destination port
4. Target delivery date
Once we have these details, we'll prepare a detailed
quotation within 24 hours.
Looking forward to working with you.
Best regards,
[Your Name]
1.2 当客户只问”多少钱”时
你：Thanks for reaching out! I'd be happy to provide pricing.
Our [product] ranges from $[low]-$[high] depending on
specifications and quantity. To give you the most accurate
and competitive price, could you share:
- Your required specifications?
- Estimated order quantity?
- Your target market?
This helps me tailor the best solution for your needs.
1.3 当询盘信息不完整时
你：Thank you for your interest in our products. I noticed
your inquiry mentions [product name], but I'd like to
make sure I understand your needs correctly.
A few quick questions:
1. Is this for [Application A] or [Application B]?
2. Do you have specific quality requirements?
3. What's your estimated order volume?
This will help me provide you with the most suitable
recommendation rather than a generic quote.
二、报价后跟进的话术
2.1 报价后第1天：确认收到
你：Hi [Name],
I sent you our quotation yesterday for [product].
Just wanted to confirm you received it successfully.
Happy to answer any questions you might have.
2.2 报价后第3天：首次跟进
你：Hi [Name],
I hope you've had a chance to review our quotation.
I'd love to get your feedback.
Is the pricing in line with your expectations?
Are there any specifications you'd like to adjust?
I'm here to help find the best solution for your needs.
2.3 报价后第7天：价值跟进
你：Hi [Name],
Following up on our quotation. I wanted to share
some additional information that might be helpful:
- We recently helped [similar client in their market]
increase their sales by 30% with this product line
- Our defect rate is below 0.5%, significantly lower
than industry average
- We can provide free samples for your evaluation
Would you be interested in receiving samples to test
the quality firsthand?
2.4 报价后14天：方案更新
你：Hi [Name],
I haven't heard back from you and wanted to check if
there's anything holding you back.
If budget is a concern, I've worked with our team and
we can offer an alternative solution:
Option A: Original spec at $12.50 (as quoted)
Option B: Modified spec at $10.80 (adjusted material,
same core performance)
Both options come with our standard warranty and
quality guarantee. Would either option work for you?
2.5 报价后30天：到期提醒+最后跟进
你：Hi [Name],
I wanted to let you know that your quotation (QT-XXXX)
expires on [date].
If you're still interested in this project, please let
me know and I'll update the quotation for you.
If the timing isn't right, no worries at all.
We'll be here when you're ready.
Either way, I'd appreciate a quick update so I can
manage our production schedule accordingly.
三、异议处理话术
3.1 “你的价格太贵了”
你：I appreciate your honesty. Price is certainly important.
May I ask: compared to what? If you're comparing with
a specific competitor, I'd like to make sure we're
comparing apples to apples.
Our price reflects:
✓ [Quality certification - e.g., ISO, CE]
✓ [Material grade - e.g., 100% virgin material]
✓ [Inspection standard - e.g., 100% pre-shipment]
✓ [Warranty - e.g., 24 months vs. industry 12]
When you factor in these values, our total cost of
ownership is very competitive. Can I show you a
detailed comparison?
3.2 “我要考虑一下”
你：Of course, I understand this is an important decision.
To help you evaluate, is there any specific information
you need from me? For example:
- Product samples for testing?
- Reference list of clients in your market?
- Factory audit report?
- Additional technical specifications?
I'm happy to provide whatever helps you make
a confident decision.
Also, when do you expect to make a decision?
I want to make sure I reserve the production slot
for you.
3.3 “我已经在跟其他供应商谈了”
你：That's great — it shows you're doing thorough research.
We actually welcome the comparison because we're confident
in our value proposition.
When you evaluate, I'd suggest comparing these key factors:
1. Product quality and certifications
2. On-time delivery track record
3. After-sales support capability
4. Total cost (including defect rate, warranty claims)
I'd be happy to provide samples and references so you
can make a fair comparison. Most of our clients chose us
after comparing with 3-5 other suppliers.
3.4 “现在不是好时机”
你：I completely understand. Timing is everything in business.
In that case, would it be helpful if I:
1. Send you our latest catalog for your reference?
2. Keep you updated on market trends and new products?
3. Check back with you in [specific timeframe]?
Meanwhile, if anything comes up or you need quick
information, don't hesitate to reach out. We're here
as a resource, not just a vendor.
四、促成签约的话术
4.1 假设成交法
你：Great, I think we're aligned on the key points.
Let me prepare the Proforma Invoice with the following:
- Product: [spec]
- Quantity: [qty]
- Price: $[price] (FOB Ningbo)
- Payment: 30% T/T, 70% against B/L copy
- Delivery: 35 days after deposit
I'll send it over for your confirmation today.
4.2 利益驱动法
你：I want to share some good news — if we can confirm
the order this week, we can:
1. Lock in the current raw material price (prices are
expected to rise next month)
2. Secure a production slot for delivery by [date]
3. Include free product samples for your next project
Shall I prepare the PI?
4.3 风险消除法
你：I understand you want to be sure before committing.
How about this:
We'll start with a trial order of [small quantity].
You can test quality, check market response, and
evaluate our service — all with minimal risk.
If everything meets your expectations, we proceed
with the full volume order at the agreed pricing.
This is how most of our long-term partnerships started.
五、售后维护话术
5.1 发货后主动通知
你：Hi [Name],
Great news — your order has been shipped today!
Shipment details:
- Vessel: [name]
- B/L No.: [number]
- ETD: [date]
- ETA: [date]
I've attached the shipping documents.
The balance payment invoice is also attached.
Please let me know once you receive the goods.
We'd love to hear your feedback!
5.2 到货后跟进
你：Hi [Name],
According to the shipping schedule, your goods should
have arrived at [port] by now.
1. Have you received the goods in good condition?
2. Any feedback on the product quality?
3. Are you satisfied with the packaging?
Your feedback is very important to us. It helps us
serve you better in future orders.
Also, when are you planning the next order?
I'd like to make sure we have the production capacity
reserved for you.
5.3 定期关系维护
你：Hi [Name],
Hope business is going well! It's been [X months]
since your last order. I wanted to check in and
share some updates:
- We've launched [new product] that might interest you
- We've upgraded our [production line/certification]
- Current lead time is [X] days (very competitive)
If you have any upcoming requirements, I'd be happy
to provide a fresh quotation.
Looking forward to continuing our partnership!
📌 本文要点回顾
– 外贸销售全流程包含五大话术场景：首次回复、跟进、异议处理、促成签约、售后维护
– 每种场景都有经过实战验证的标准话术模板，可以直接套用
– 话术的核心不是”说什么”，而是”为什么这么说”——理解话术背后的策略逻辑
– 跟进节奏建议：1-3-7-14-30天，每个时间点有不同的沟通目标
– 把话术模板团队共享，统一标准，是提升整体战斗力的关键
📋 实操清单（话术库建设）
– [ ] 整理你常用的所有话术场景
– [ ] 为每个场景制作标准话术模板（中英文）
– [ ] 将话术模板按”获客→报价→跟进→异议→签约→售后”分类整理
– [ ] 组织团队话术演练，模拟客户对话场景
– [ ] 每月更新话术库，加入新场景和优化话术
– [ ] 建立话术效果追踪机制，记录每种话术的转化率
– [ ] 将最佳话术整理成团队手册，新人入职即可使用
关于林老师
外贸圈集团创始人，外贸GEO体系方法论创始人，《战略成交》作者。10余年外贸辅导经验，5000+企业销售体系落地，平均3倍以上业绩增长。一对一辅导300多家工厂成功出海，100家亿级企业的战略顾问。📩 免费领取你所在行业的《销售手册》：告诉我你的行业，即可免费领取专属《销售手册(DEMO)》
💡 林老师提醒：报价不是报个数字，而是一次”价格论证”——你要让客户明白，为什么这个价格值得。
💡 林老师提醒：询盘首回决定了一切——第一封回复的专业度，直接决定了客户会不会给你第二次机会。
💡 林芳老师提醒：成交不是靠一次沟通，而是”连环跟进”——每一环都要给客户一个继续聊下去的理由。
扫码添加林老师微信，获取免费外贸外贸GEO体系诊断
林芳老师 | 外贸圈集团创始人
国际商法硕士 | 《外贸GEO体系》作者 | 战略成交方法论创始人
一对一辅导300+工厂出海 | 5000+企业销售体系落地