Foreign trade development letter, how to write to get a response! (with template)

In the process of sales development, many potential customers already have their own suppliers, and immediate sales are relatively rare. It usually takes 3-4 months of follow-up, or even up to a year. So, for these customers, what kind of outreach emails can stand out, attract their response, and successfully establish contact, leading to sales opportunities? This article will explore how to craft effective outreach emails based on the psychological needs and concerns of customers of different sizes to capture their attention.
 
Large Buyers

Large buyers usually do not concentrate all their purchases with a single supplier. They often work with two or more suppliers, with one being the primary supplier. The purpose of this arrangement is to ensure that if one supplier has an issue, a backup supplier can quickly replenish stock and avoid running out of products to sell.
 
Most large buyers have higher requirements for supplier qualifications, services, product quality, and R&D capabilities. When developing these clients, salespeople should first assess whether they can meet these requirements before proceeding.


 
Even if you meet the criteria, don’t try to become the primary supplier right away. You can start by positioning yourself as a backup supplier for small orders and gradually build trust. For these clients, here are a few directions for development:
 
1. Develop New Products: Continuously introduce new products that meet the target market’s needs and proactively recommend them to clients. New products tend to generate more interest than traditional ones.

2. Solve Customer Problems: Research the client’s website, social media, and sales platforms for user reviews and complaints to identify potential issues. Offering solutions to these problems can catch the client’s attention.

3. Reduce Costs: Explore opportunities to reduce costs without compromising product quality, which can help win over clients.
 
Small and Medium-Sized Buyers

Small and medium-sized buyers are the most common customer group in the development process. A notable characteristic of this group is that many purchasing agents are actually the company’s owner, though some companies do have dedicated purchasing managers.
 
If the buyer’s target market is high-end, they tend to focus on product quality and differentiation. If their target market is lower-end, they are more concerned with price, and product styles tend to be more mainstream.
 
It’s important to note that company owners and purchasing managers have different priorities when choosing suppliers. Owners typically prioritize cost-effectiveness, while purchasing managers focus more on service, quality, and product safety, as they don’t want to take unnecessary risks.
 
How to Write the First Outreach Email

Whether targeting large buyers or small and medium-sized buyers, the core of the first outreach email is to highlight your competitive advantage. You need to give the client a compelling reason to consider switching suppliers. Whether it’s product quality, after-sales service, or R&D capabilities, you need to convince them. Below are some common outreach email templates for reference:
 
Recommending a New Product
Hi John,
 
Good morning!
 
I hope this message finds you well. We are a potential vendor for XXX Company, currently serving prominent clients such as [Customer 1] and [Customer 2]. We are ISO 9001 certified, and our products are also UPC certified, ensuring high quality and compliance with industry standards.
 
I’m reaching out to introduce a new product specifically designed for women aged 20-29, a demographic that I noticed makes up a significant portion of your customer base. This product has already achieved success in the XXX market, with over 100,000 units sold in just two months.
 
If you are interested in evaluating this product, we have samples available and would be happy to send them for your review.
 
Looking forward to your thoughts.
 
Best regards,  
[Your Name]
 
Solving Product Problems
Hi John,
 
Good morning!
 
I just visited your website and noticed some customer feedback regarding product XXXX, particularly around issues such as XXXXX (based on feedback from 390 customers). We have successfully helped over 20 clients address similar concerns.
 
We have extensive experience working with well-known clients such as [Customer 1] and [Customer 2], and our products are certified to the highest standards (ISO 9001, UPC certified).
 
Could we schedule a time for me to present more details on how we can assist? I’d be glad to provide further insights at your convenience.
 
Looking forward to your response.
 
Best regards,  
[Your Name]
 
Offering a Cost-Reduction Solution
Hi John,
 
Good morning!
 
I hope this message finds you well. We are a potential vendor for [XXX company], and we currently serve several prominent clients, including [XXXX] and [XXXX]. Recently, we made a breakthrough in our production process that allows us to reduce the cost of [XXX item] by 20% without compromising on quality.
 
Our products meet the highest industry standards (ISO 9001 and UPC certified), and we are confident that this cost reduction could bring significant savings for your business.
 
Could you share the specific products you’re currently purchasing? I’d be happy to offer a customized proposal for your review.
 
Looking forward to hearing from you.
 
Best regards,  
[Your Name]
 
By using these strategies and email templates, you can write more targeted outreach emails, gradually capture the client’s attention, establish contact, and gain valuable sales opportunities.