With a good phone call, foreign trade customers can't escape!

In foreign trade business, the telephone is a highly efficient and practical communication tool. However, many people in foreign trade don't use it very well.
 
Unlike emails, phone conversations don't offer much time for thought or opportunities for revision. So, how can you make every call "effective"? Let's take a look in this issue.


 
Phone communication is open-ended. Unlike emails, where you have ample time to think or seek outside help, phone communication happens in real-time. If you start a call with something like, "We are XXX Corporation... Does that sound interesting to you?"
 
Once the other party responds with a simple "Yes," the conversation often hits a dead end. This sales approach not only feels too direct, but it also quickly causes the other party to lose interest. If the customer patiently listens, that's already something. But at that point, trying to find new topics is often pointless.
 
To avoid the awkwardness of phone communication, the key is thorough preparation. Develop strategies for different scenarios, such as: What should you say if the customer thinks the price is too high? How should you respond if the customer already has a supplier?
 
The main goal of phone communication is to understand and confirm the customer's current needs or situation, rather than directly securing an order. Being overly focused on closing a deal can backfire, creating pressure for the customer. Instead, showing concern for the customer's situation, asking if they have any questions, or offering helpful materials will make the customer feel you're there to assist them, not just to secure an order.
 
During phone conversations, using the following three types of keywords can make the dialogue smoother and more natural:
 
1. Emotion-filled words: For example, "Please," "Thank you," "That's good to know," "Wow," "Sounds great," etc. These will make the communication seem more polite and sincere.
 
2. Industry-related vocabulary: If the customer works in the mechanical products industry, you can start the conversation with topics like projects, engineers, exhibitions, or production lines, rather than immediately introducing products or technology. Topics with strong relevance are more likely to capture the customer’s interest.
 
3. Expressions of agreement and affirmation: Frequently using words like "Sure," "No worries," "You are right," "I agree with you," "Yes, exactly," etc., shows the customer that you are actively listening and agreeing with them, thereby building trust.
 
Below is a framework I often use for phone conversations, but feel free to adjust it based on your situation:
 
"Hi, [Customer's Name], this is [Your Name] calling from China."
 
Next is the crucial opening line, which determines whether you can engage the other person. Here are several approaches based on your specific situation:
 
Direct approach: "I would like to further discuss with you [XXX solutions] for your products."

Polite approach: "I'm calling to share with you the best sellers in the Amazon or [XXX country] market and see if you're interested."

Quote follow-up: "I'd like to check how you feel about the offer I sent you."

When you've previously communicated: "Would you mind telling me what's the most challenging issue you're facing now?" or "Just want to check if you're okay with the details I've sent. What else are you considering now?"
 
Once the topic is open, the rest of the conversation becomes easier. Before ending the call, try guiding the customer again with something like, "How do you think of it?" or "How do you feel about it?"
 
The basic flow of phone communication can be summarized as: Greeting — Introduction — Stating the purpose — Discussing issues — Summarizing details — Closing remarks. After going through this entire process, the customer’s initial intention to cooperate often becomes clearer. However, to secure a final order, continuous follow-up and communication are necessary.
 
Lastly, compared to cold emails, phone conversations carry more emotional warmth and are more likely to win the customer's trust. Using tone markers and smiling appropriately during the call can create a lively atmosphere. Generally, as long as your call isn't too intrusive, customers are unlikely to hang up or ignore you without reason, so there’s no need to worry too much.