10 core skills that are effective in foreign trade sales, a must-read for business owners!

The process of foreign trade sales typically follows a path from customer inquiry, to quotation, to proforma invoice (PI), and to order placement. However, this seemingly smooth process is often overly idealized. In reality, the sales process often involves scenarios where the customer vanishes after an inquiry or delays placing an order after receiving the PI. So, what should a foreign trade salesperson do in such cases? Let’s explore this in detail.
 

 
Inquiry Stage
 
1. Customers with clear needs
These customers have complete basic information and specific requirements regarding products, quantities, and specifications. From the conversation, it’s evident that they have a good understanding of market prices and the products.
 
For these inquiries, respond promptly to the customer’s questions, maintaining a professional, detailed, and efficient service attitude. These are the most valuable customers with the highest likelihood of collaboration.
 
2. Customers with intent but no clear goals
Some customers express interest in purchasing but have limited knowledge about the products or market. These are often startups or new buyers.
 
In such cases, show patience, professionalism, and good service. It's crucial to first fully understand the customer's needs before communicating further. Gradually build trust with your expertise and service to win the customer’s order.
 
3. Customers without specific product knowledge
For customers who aren't clear about the type of product they need, start by clarifying their requirements. Ask what kind of products they are looking for and inquire about their purchasing plans. If the customer responds, follow up to try and convert them into a potential buyer. However, as the quality of these inquiries is often low, don’t invest too much time in them.
 
4. Customers only interested in free samples
While these customers shouldn’t be dismissed outright, it’s best to conduct some background research before replying. Investigate their trade history and decide based on the results whether it's worth following up.
 
Quotation Stage
 
Even though many salespeople have their own quotation templates, there are still some key details to watch out for in practice.
 
1. Company introduction
The purpose of introducing the company in a quotation is to showcase its strengths. Briefly include certifications, factory photos, and major partners. Keep it concise and avoid being overly lengthy.
 
2. Presentation of content
Images in emails should not be too large—ideally under 500KB. For longer images, split them up. Also, avoid attaching overly large files. Keep the content clean and visually appealing.
 
3. Differentiated pricing
Different markets have different price expectations. Before quoting, understand the customer’s region, order volume, and delivery time, and leave room for price adjustments. Also, be sure to specify a validity period for the quote to avoid uncertainty in future price negotiations.
 
Generally, customers won’t accept the first offer; deals usually happen after several rounds of negotiation. Therefore, don’t drop the price to the lowest right away—always leave room for further reductions.
 
PI Stage
 
What should you do if a customer agrees to collaborate verbally, but disappears after you send them the PI?
 
1. Create urgency
A common approach is to prompt the customer by applying some pressure, such as mentioning upcoming holidays, changes in raw material costs, or production deadlines. This can push the customer to place the order and also help verify their seriousness.
 
2. Highlight your advantages
Most buyers will compare several suppliers before making a decision. To stand out, it’s important to showcase your advantages at the right time—whether it’s production capacity, R&D capabilities, or after-sales service. These factors can help win the customer’s favor.
 
3. Share success stories
If the customer is hesitant due to a lack of trust, presenting successful case studies from previous customers can help build credibility. Ideally, these examples should feature customers from the same market or well-known companies to enhance trust.