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为什么询盘回复后买家再也没有回音了？

       环球资源近期在美国开展了一个买家调查活动，调查对象是曾经通过环球资源给中国供应商发送询盘的买家，调查内容包括他们如何在环球资源查到他们感兴趣的供应商，买家对供应商询盘回复的评价，他们希望买家如何回复询盘等，希望各位使用环球资源服务的福友都能从中了解更多买家的想法，并在你们的日常工作中多利用这些信息。

调查采用了两种方式，一种是电话调查，一种是面谈，每一位被调查者都会谈到大约10几个方面的内容，我从这些调查报告中摘取了大家最感兴趣的有关询盘回复的部分内容来分享下，今天给出的两位都是礼品行业的买家：

第一位被调查者是为高尔夫行业以及大型赌场做礼品采购的专业采购商

提问：请被调查者描述下自己的主要业务内容
回答：3rd party buyer/consultant that imports premiums primarily on behalf of golf courses and casinos

提问：你对环球资源供应商给你的询盘回复如何评价？How would you rate the quality of the reply you got back from the suppliers you contacted?
回答：
30-40% no response; 30% accurate reply; 30% reply did not make sense or apply to what his inquiry was about。 百分之三四十根本没有回复，百分之三十回复很准确，还有百分之三十的回复完全文不对题。
There was a language barrier。存在明显的语言障碍
Sometimes would take 6-12 emails, chats, etc to get the prod description exactly right 有时候要通过邮件或者在线聊天进行6-12次的沟通才能完全理解产品的具体要求。

提问：如果你是供应商，你会怎样做让自己的工作更有效果。If you were a supplier, what would you do to present yourself more effectively?
回答：
Language is difficult challenge 首先要过语言关
Communication clarity is valuable 只有清楚准确地传达信息才是有价值的
Simplicity and clarity is key   提供的信息内容一定要清晰明了
Custom jobs make it even more difficult  
Send pics of individual pieces, for example, made it very valuable   如果能同时提供产品零部件的照片，回复就会更有价值
Supply choices for him to make with the pricing implications   给买家提供更多的选择，而且不同选择应该与价格直接挂钩
Understand what the end use is and/or end customer than you will appreciate the quality etc required   应该了解如何使用你的产品以及使用者的需求
Communicate as much as possible   尽量多和买家进行交流
Translates into accurate pricing and orders   价格和订单内容的翻译一定要非常准确

第二位买家是给迪斯尼等采购电影相关的礼品的

提问：请被调查者描述下自己的主要业务内容
回答：Import high end gifts and premiums related to movies etc. (brendon is this correct and could you please give an example or a product/movie) i.e. Disney collector sets提问：在环球资源你如何找到你感兴趣的买家？
How did you identify the suppliers you inquired to?   Could you describe the steps you took?
回答：
进行关键词搜索，很少做深度搜索，通常直接使用“inquiry all”功能. Ran a keyword search, minimal narrowing, did not look at ‘compare all”, just inquired to all.
然后根据买家的第一封回复的质量来筛选出部分感兴趣的供应商He is fine doing “an e-mail, inquire all blast” and then narrowing down from there based on the quality of the replies.

提问：你对环球资源供应商给你的询盘回复如何评价？How would you rate the quality of the reply you got back from the suppliers you contacted?
回答：有的好，有的不好。Mixed; 500 responses.
大部分的英文都比较差，或者没有正确理解询盘的需求。Most were in such poor English, or did not address the actual inquiry (i.e. they quoted a different type of product or sent a quote for a vastly different order quantity, etc.).
很多回复都是使用了一个询盘回复的格式化文档，或者是个自动回复，说明他们根本没有认真研究每一个询盘的特殊要求或者根据询盘来撰写回复。Many appear to send default or auto replies that would seem to indicate the supplier may not have read the specific inquiry or attempted to modify their reply accordingly
找到供应商就是一个逐层筛选的过程。Found a supplier nonetheless, but was a massive narrowing down process.

提问：如果你是供应商，你会怎样做让自己的工作更有效果。如何说服买家和你合作？If you were a supplier, what would you do to present yourself more effectively? How do they convince the buyer to do business with them?

回答：
交流的能力应该是最要的一点了Communication ability may be the most important to determine whether the supplier makes the first cut to receive further consideration
回复询盘的速度也非常重要How quickly they respond
回复的内容要有足够深度How in-depth
回答的内容和买家的期望值之间的相关和吻合度How relevant and tuned is the response to what he wanted (ie.   some quote for a quantity much higher than what he specified)
第一封询盘回复信的质量将觉得他是否是个未来可能的合作对象-那些统一格式的默认回复是没有希望的）Quality of the first response will determine whether there is a future – the default mail is not good enough.
一定要针对询盘给出特定的回复，而不能只给出机械化的枯燥回复。Address the inquiry, not a robot-response

提问：你以前是否用过Alibaba,你对它的印象如何？两者之间你的感觉有什么不同？Have you used Alibaba, and if so, what are your impressions? How did the experience differ?

回答：
完全不同的体验Completely different experience
内容太过于分散了。Scattered all over the place
不是我想要的东西。如果我想要alibaba的那种模式，我宁肯去ebay。“Not what I’m looking for; I’d go on ebay” if I wanted what they appear to be offering
我是想要找一家供应商并且建立长期的供应关系，而不是单纯地要买一个产品I want to identify suppliers and build strong relationships with them, not find a product to buy
我需要的不是一个国际化的eBAY平台 “I’m looking for suppliers and relationships, not an international eBay”

 环球资源买家给中国供应商的建议

1、供应商们对于买家发出的询盘没有回复

我们的每一位客服代表都会建议供应商们一定要对于买家发出的询盘给予及时的回复，我们每次在与供应商了解情况的时候他们也都坚持说他们回复了所有的询盘，或者他们说他们对于他们觉得好的询盘都回复了。但是，在我们与买家多年沟通的过程中，买家一直反映供应商们的回复率非常低。很多他们发出去的询盘都没有收到期望的回复。我们建议供应商应该对询盘进行100%的回复，而且如果供应商的一位初级销售回复了询盘，那么销售主管或者经理必须要及时查看到这些回复的内容，一方面确保所有的询盘都100%回复了同时也要确保这些回复内容准确详尽。

2. 供应商没有提供完整详尽的信息。

很多时候，当买家在询盘中提出了多个问题的时候，供应商不知是出于什么原因，只提供了部分问题的解答，而闭口不提买家提出的其他问题。在我们和一位香港地区的很成功使用环球资源平台的供应商交流的时候，他说，他总是给买家提出的所有问题都提供详细的解答，而且买家通常都会对他的解答非常满意。很多买家告诉这位供应商他们在发出多封询盘以后，很少有像这位供应商一样提供这么详细的解答。正因为此，买家对于这样的询盘回复通常都印象深刻而且由此对这位供应商有非常好的评价，这对于最后成单有很大的促进作用。

3 供应商从不在询盘回复邮件中进行市场推广。

如果一位买家在询盘中询问一些信息，供应商不应该仅仅是直接针对这些问题提供信息，而且还应该给买家提供更多的信息让买家了解你在行业中所处的位置，优势，与众不同之处，产品的特点等，要记住回复给买家的邮件是一个非常重要的推销你自己的机会，不要以为回答了问题就够了，不，那还差得远呢，你不但要回答买家问你的问题，对于没有问你的问题，只要是你觉得有利于突出你的特点优势的，你都必须要在回复邮件中提供给他。只有这样，他才会在众多雷同的回复邮件中和你继续联系。但是很遗憾，从买家目前的反馈来看，通常情况下供应商都没能够好好利用这封重要的自我推销邮件。

The three main pieces of feedback we get from buyers are:
a) The supplier doesn't respond. When we talk to suppliers, they usually insist they respnd to all inquiries, The they say
respnd to all good inquiries. However, from the buyers perspective,suppliers response rate is very low. The supplier should
respond to 100% of the inquires. And if a subordinate is responding to inquiries, the manager should review and make sure
that 100% of inquires are being responded to.
b) The supplier does not provied complete information. Often, when a buyer includes multiple questions in an inquiry, the
supplier does not answer them all. A HongKong supplier I spoke with, who always provides every thorough answers, They
are impressed and have a very favorable opinion of his work.
c) The supplier does not do any marketing in the email respondes, If a buyer asks for information, the supplier should respond not just with that information (at the top of the email) but also additional information to help the buyer understand that
suppliers' competitive posotioning and differentiation. Email responses to buyers are a marketing opportunity that suppliers
often fail to utilize.