貿易営業メールテンプレート集

1.FAB・FOMO・5Psの活用例

FAB法則を使った新規開拓メール

FAB法則とは、Feature（特徴）・Advantage（優位性）・Benefit（顧客へのメリット）の頭文字をとったもの。この順番で伝えることで、「あなたの商品が最善の選択だ」と顧客を納得させられます。

件名： The Portable Baby Stroller That Will Revolutionize Your Business

Hey, Looking for a way to delight your customers and give them a versatile solution to streamline their parenting experience? Our portable baby stroller is lightweight, compact, and easy to maneuver through any store or sidewalk.

You can offer your customers a sturdy and high-quality product that meets their needs in all circumstances. By purchasing this product from you, they gain the freedom to navigate easily through crowds, get on and off public transportation without hassle, and spend more time outdoors with their little ones.

Investing in our stroller not only empowers your customers but also has a positive impact on your business. Offering convenient solutions to parents ensures repeat business and referrals to friends and family.

Interested in learning more? Reply to this email and let's discuss how we can work together to simplify parenting.

FOMO法則を使った新規開拓メール

FOMO（Fear Of Missing Out＝機会損失への恐れ） は、マーケティングで非常に効果的な心理原則です。件名に「緊急」「速報」「重要」「リマインド」など時間的切迫感を示す言葉を入れると、開封率が上がることが統計的に証明されています。「限定数量」「期間限定」などの希少性・緊急性を使いましょう。

Hey Andrea,

I understand you need some time to make a decision regarding the new order, it's totally OK.

But there is one thing I hate to tell you, and have to let you know, that we're losing control to the sea freight cost these days. It increases almost 5%/day, I'm not sure how long I can hold the current price if it take too long for you to decide.

Therefore, is it possible that we have a quick meeting and sync all the info again, see what we can do.

Love & peace.

5Ps法則を使った新規開拓メール

5Psの内容：

Positioning（定位） ── なぜあなたと組むべきかを明確に伝える
Packaging（パッケージング） ── 自社サービスを魅力的に見せる
Promoting（プロモーション） ── 顧客が自発的に連絡してくれる状態を作る
Persuading（説得） ── 電話での会話で即決を促す
Performance（実績） ── リピーターと口コミ紹介を生み出す

Dear Lucia,

We all know how suck is a bad belt for transmission systems, endless problems and customer complains, errrr.

I was working in a factory, too, so I know exactly what is a good one, and I found a GOOD one with promised quality, you will never worry about the shutdown and wait-to-back-online time, sleep tight for weeks or months.

The SGS test showed that it can endure more 15 ton tearing strength and is capable of working between -25℃ – 200℃

Are you interested? We're testing it online, welcome to tell us what you think.

2.新規開拓メールテンプレート

客先情報なし・見積もり依頼

場面： 検索で入手した連絡先で、顧客の背景・ニーズが一切不明な状態。

件名： Supplier for Premium Quality Faucet with Affordable Prices

Dear John,

As you are expanding your collection of premium, contemporary kitchen and bathroom products, you might be looking for reliable faucet supplier.

I am confident that ABC is one that may suit you. Why you can rely on us for quality faucets? We have following qualifications:

A talented in-house design team releasing original designs every 6 months;

Passed ISO9001:2008 quality system;

Abundant experience serving Canada upscale market, and our faucets has CUPC certificate;

Working with us, you can lower your cost for premium faucets, as we are factory direct and have the economy of scale.

What faucet models you are currently selling? Do you mind to send me the specifications & your requirement, so I will immediately evaluate how we can help you?

Regards, Lucy Wang

解説： 顧客情報がない場合は自社の強みを中心に書きます。重要なのは「顧客にとってのメリットを伝えること」。以下の点を押さえましょう。

強みは2〜3つに絞る。多すぎると「なんでもできます」という印象になり信頼を失う
「品質が良くて安い」という漠然とした表現は避け、コア技術・実績・納期・カスタマイズ対応など具体的な強みを伝える
顧客が直接メリットを感じられる点を優先する（頭金20%可、金型費無料、海外アフターサービスあり、など）
競合を超える点も伝える（加工精度、著名企業との取引実績、短納期など）
数字と事実で裏付ける。「歴史がある」より「1980年代から業界に」、「熟練工が多い」より「35名の熟練工により納期45日以内が可能」が説得力を持つ
相手のレベルに合わせた言葉を使う。専門用語が多すぎると逆効果

興味製品のみ判明・詳細不明

場面： 引き合いで関心製品はわかるが、仕様・数量・背景情報が不明。

件名： A better option – OEM Power Bank with LED Display from 100 MOQ

Hey Jack,

More and more power bank importers are trying flexible combinations to test the market, from colors, sizes, to materials and features.

LED display is an important feature that will attract more consumers. Different from the old designs, we just released a new model, which shows the electric quantity and date time, while the color and lightness are adjustable.

We learnt from forums that lots of consumers are looking for a product with these features.

To make it easier, we set a very low MOQ as 100 pcs, so you can test the market in a quick and safe way.

The capacity can be OEM from 4000mAh to 12000 mAh, which capacity range is popular in your market?

Let me know your ideas.

Best regards, Collins Ken

解説：

冒頭で業界トレンドを示し、次の内容への布石を打つ
新機能の具体的な説明（電量・時刻表示、輝度調整など）
「フォーラム調査で需要を確認した」など、出典を添えると説得力が増す
小ロットOKを示してリスクを下げる
最後は答えやすいシンプルな質問で締める。返信率が格段に上がります

顧客企業・興味製品が判明

場面： 企業背景を調査済み。担当はSourcing EngineerのMichael Geren氏。

件名： Hi Michael, Will You Consider Winter Blankets with Dupont Patents?

Dear Michael,

Most importers source seasonal products 3 months earlier, when will you think about the next batch blankets for this winter?

One of trends is adding technological ingredients into raw material, which will provide more value and help sell better. We just developed a new line with Dupont patents that we think you should not to miss.

They offer various functions from anti-static and less-shedding, while the cost is same as the old models. I noticed you are working with some big chain super markets, and this may bring you extra advantages and dominate local market much easier.

Would you like to see a list of the items and prices?

Send me your inquiry.

Best regards, Thomas Blade

解説： 顧客が大型輸入業者で大手スーパーへ納品していることがわかっているので、製品の新技術（デュポン特許）で差別化できること、かつコストが変わらないことを強調。「best price」「top quality」などの使い古した表現を避け、具体的な事実で語るメールは誠実さと専門性を両立できます。

品質重視型の顧客

場面： 調査で顧客が品質を最優先にしていることが判明。

件名： A supplier of XXX is now ready for you.

Hey Stevenson!

After visited your website, I learned that you are the leading wholesaler in Sweden for fashionable swimwear, with prestigious reputation for the quality.

You may be happy to find a new reliable source of swimwear with superior quality & reasonable cost. You can select from an abundant variety of premium quality materials with stylish original designs updated every 3 months.

Our factory has a capacity of 60000 sets monthly, probably the largest in China. Since 2012, we have passed ISO9001, and all products has CE certificate as well.

Our satisfied customers include SWIMTODAY, DockerLife and PoolingNow. I am confident that when you work with us, you will have the same satisfaction like them.

In the next email, I will attach you the product catalogs. Please tell me what items are more salable for you.

Best regards, Andy Zhang

解説： 品質を重視する顧客には、「品質が高い」と直接繰り返すのではなく、認証・数字・著名顧客の実績などを使って間接的に信頼を積み上げます。第一メールで即決を迫らず、次回の製品カタログ送付につなぐ構成も品質重視型顧客への効果的なアプローチです。

価格感度の高い顧客

場面： 途上国の輸入業者など、価格を最優先にする顧客への開拓。

件名： 17% Off Only for India Importers in 15th Aug 2023

Dear Gupta,

Every year in July – Aug, we carry out considerable promotions, as we need to free more space in our warehouse for next year.

As a result, customers from New Delhi are able to get the listed items for 17% off. The products are completely new, we just need more room, while make our customers like you happy. This will definitely make a good business for small and middle importers.

Here is a detailed list of the items, is there anything that match your category?

Send the SKU# back to me before the end of this month, which is 31st, Aug 2018.

Happy selecting! Nick Zhao

解説： このテンプレートが有効な条件：

顧客データが細分化されており、地域名・国名を件名に入れられる
割引内容が実際に魅力的で、クリックしてみようという気にさせる
顧客の仕入れ時期に合わせたタイミングで送る
返信方法が簡単（EXCELでSKUを選んで返信するだけ、など）

6. 展示会前の招待（連絡済み・未受注客）

件名： Dear First Name, Drop us a visit during this Canton Fair

Hi Bill,

Will you visit the coming Canton Fair? If so, will you please visit us at: booth F12-18 Hall 12.1？

We have plenty of new products to be released then. Meanwhile, new buyers will enjoy some special discounts, please follow the following link to preview the new products and get your promotion code.

Let's meet and talk at booth.

BTW, do you need us prepare an official invitation letter for you？

Best regards, Shepherd Han

解説：

送信は展示会2〜3週間前が目安。直前では相手が準備できません
ブース番号は必ず二重チェック
ブース設計図があれば画像として添付すると現地で場所の目印になります
招待状の要否を確認する一文が人間味を加え、事務的な印象を和らげます

3.見積もり・価格交渉メールテンプレート

MOQが高いと言われた場合

場面： 顧客がMOQに難色を示している。下げる余地がある状況。

件名： Test large market from a small order, safe and enough.

Dear Sandy,

Thanks for your feedback.

I submitted your concerning to my manager, and we'd like to help you test the large potential market, you can choose one from the following: a. We offer a much smaller MOQ, from 100 pcs, instead of 500 pcs b. MOQ 500pcs, but you will get an 15% off discount, to reduce your risk in another way.

Which one you think is better for you now？

Let me know your ideas.

Thanks & regards, Emma Yan

解説： 単純にMOQを下げるのではなく、複数の選択肢を提示することで「真剣に検討した」という印象を与えられます。また、最初から底値を出しきらず、後の交渉に余地を残すことも重要です。

見積もり有効期限切れによる値上がり

場面： 長期間後に顧客から返信があったが、報価の有効期限が切れている。

件名： Re: Quotation of oeko-tex certified yarns from Cosmo Textile

Dear Ali,

Cannot say how happy I was when saw your Email. How's everything?

I double checked the price, it was 47 days ago, the current price is different from that.

The price is periodical because we need to control the supply chain from raw material to production. The more orders within one period, the lower price we can offer to customers like you.

Would you please tell me your quantity? So, I can find a way to offer you the most possible better price.

Just send me the exact Qty and details of your new order.

Thanks & regards, Jenny Huang

解説： 値上がりの事実より「理由の説明」に多くの文字を使い、顧客の負担感を和らげます。具体的な新価格は出さず、「数量を教えてくれれば最善の価格を提示できる」と誘導することで、【見積もり問い合わせ】から【注文交渉】のフェーズへ話を進めやすくなります。

見積もり後に返信なし（フォローアップ）

場面： 見積もり送付後3〜4日経っても返信なし。

件名： Did you get what you were looking for?

Dear Monica,

Regarding the last quotation, do you need more details to make it clearer?

One thing I didn't mention in last Email is that we also offer free package design for new customers, if you need outstanding selling box designs to get more buyers.

Get back to me and let's discuss how can we help you better on this project.

Regards, Lina Shao

解説： 「見ましたか？」「いかがでしたか？」「値引きします」といった焦りを見せる表現は逆効果。最初は「不明点はありますか？」と穏やかに問い、そこに追加の価値（パッケージデザイン無料など）をさりげなく加える構成が有効です。

参考データ： 見積もり未返信の理由は、価格が合わない37%・製品が合わない16%・緊急ニーズがない8%。テンプレートだけで解決するには限界があり、製品ラインの見直しや顧客ターゲティングの精度向上が根本的な解決策です。

見積もり後に返信なし（新製品提案で再アクティブ化）

場面： 同じ内容を繰り返し送っても効果がない段階。新製品提案で側面からアプローチ。

件名： Update – New Electronic Watch for Teenagers with 100k Monthly Sales

Hi Walter,

As you already knew, we are a candidate vendor of Apple, currently we are serving Samsung and Nokia, for smart phone accessories.

I am writing to introduce a new product to you. This product is targeting 14-19 years-old teenagers. The sales in North America market have proven to be very successful. Within only 2 months, the sales have reached 100000 units.

I remember that teenagers are your major target consumers, so introduction of product JungleBeat should be a big sales hit for you.

Best regards, Lucifer Liu

PS: we also offer samples, do you want to evaluate this new product?

解説： 件名の「Update」は新製品メールであることを即座に伝える効果があります。最初の段落で著名企業との取引を再提示することで記憶をリフレッシュし、PSで「サンプルどうですか？」と軽く背中を押す構成が効果的です。

4.納期対応のSOPと文例集

基本原則

納期を約束する際は必ず余裕を持たせる。顧客のプレッシャーに押されて実現不可能な日程を約束しない
決まったら仕入れ・生産・品質検査・物流の各部門と正確な日付を共有し、重要な節点（原材料入荷期限、工程完了期限など）を明示する
生産中は週単位で進捗を確認し、写真・動画で顧客にも共有する
遅延発生時の基本構成：謝罪 → 原因説明 → 解決策提示 → 締めの言葉
たとえ客観的な原因（天候・港混雑など）であっても、「It's not our fault.」は絶対に言わない。第三者の立場で「Very sorry that your order cannot be shipped due to the excessive flooding in our warehouse.」のように伝える

謝罪の文例

We are sorry that you have not received your order/cargo/items.
I'm sorry that your order will be delayed by 9 days.
First of all, allow me to apologize for the unnecessary inconvenience caused by the late delivery.
Please accept our most sincere apology for the late delivery.
We're sorry to inform you that we are unable to fulfill your order of #OrderNumber by the requested delivery date.
Regretfully, the items you ordered will not be able to be shipped on time.

原因説明の文例

Unusually heavy rains are causing shipping delays in our area.
The typhoon has caused the delay in your shipment.
The shipping delay is due to the increased price and shortage of raw materials.
Due to a recent surge in demand, we are deploying new machines and it has to take 15 days more to finish your order, but the quality will be guaranteed and even better.
With the holidays approaching, we are experiencing a large backlog in orders. Your order is in the top of schedule list and I will push the factory to finish a.s.a.p.
The ship that loaded your cargo is now boarding in the port and waiting for inspection, it may take 3-7 days.
The embroidery on the front side took longer than we expected, and we wanted to make it perfect and tried several ways to improve the performance and result.

解決策提示の文例

Your order should arrive in 20 days.
Your order has been placed on the rush delivery and should arrive by next month.
If you wish, we will be glad to make a different arrangement.
We will notify you as soon as it's ready for shipment.
We have secured a new freight forwarder, and you should receive your container by [日付].
Your order has been given the highest priority, and as soon as the items are manufactured, the whole order will be shipped immediately.
Please be reassured that the items will arrive at your warehouse no later than 25th May.
We're currently looking into alternative method to expedite your order to catch an earlier ship.
We'd like to load 10 pieces more into your container to remedy this delay.
I will try to apply an extra 1% discount / $200 off to your order, hope to make feel better.

締めの文例

I hope that this arrangement is satisfactory.
We hope to continue serving you in the future.
Thank you so much in advance for your patience and understanding.
I apologize again for any inconvenience this has caused you.
We sincerely hope that the delay will not cause serious inconvenience.

まとめ

慌てない。問題は必ず解決できます
事実に基づいて誠実に。誤魔化しは逆効果
「あなたの問題を積極的に解決しようとしている」という姿勢を言葉と行動で示す
顧客の納期への緊迫度を先に見極め、対応の優先度を判断する
上の文例は状況に合わせて柔軟に組み合わせて使いましょう

5.代金回収（催促）の方法

状況別・催促の実践文例

① 支払い期日を事前に決めている場合は、PI作成時点で支払い日を合意し、1〜5日前にリマインドメールを送る

② 見積もり有効期限を利用する。「価格はなるべく維持したいが、原材料状況により保証が難しい。早めのお支払いをお願いしたい」

③ 「PIを発行し、原材料の手配と前工程を開始済みです。入金後すぐに製造に入れる状態です」

④ 原材料・人件費の上昇を理由に早期着手の必要性を伝える

⑤ 交渉時に提示した割引・特典の期限が迫っていることを理由にする

⑥ 業界の繁閑期を根拠に「この時期を逃すと販売チャンスを失う」と伝える

⑦ 他の選択肢を検討していると感じる場合は、比較を通じて自社製品の価値を改めて示す

⑧ 何度催促しても返信なしの場合：

Do you need to make any changes to this order?
Have not received your updates for days, can we use this batch of cheap raw materials to other orders, if you need more time to make the payment?
Anything updates from your side? If you want to cancel the order, please let us know it.

⑨ 信頼・道義に訴える：

We know you're a famous/respectable company in the market and you don't fail your buyers and suppliers.

⑩ 受領済みにもかかわらず支払いがない場合：

「出荷記録によると、貴社は既に商品をお受け取りです。残金のお支払いを速やかにお願いできますでしょうか」
それでも無視される場合は、現地裁判所・輸出保険機関への相談も視野に入れる

催促時の基本原則

① 心構えと言葉のトーン

催促は気まずいと感じるのは当然ですが、ビジネスの根幹に関わることです。柔らかいトーンを保ちながらも、万が一関係が悪化してもやむを得ないという覚悟で臨みましょう。

② 相手の立場に応じてアプローチを変える

初期の担当者：たらい回しにされないよう、最初のコンタクト相手を追い続ける
経営者：注文の利益・製品の市場価値・相場観から説得する
営業担当：製品の内容・注文の進捗・完納の重要性から促す
プロジェクトマネージャー：プロジェクトの進行・エンドユーザーの要件から促す

③ 原因を把握して対応を変える

他を検討中 → 比較を使って自社の価値を再証明
品質・サービスへの不満 → 誠実に対応し補填する
注文に問題発生 → 謝罪・問題の明確化・補修措置・再発防止を約束
ニーズの変化 → 電話・ビデオ・画像など複数手段で密にフォロー
資金繰り → 支払い期限を明確に設定したうえで猶予を与える
悪意ある踏み倒し → 早急に法的手段・回収措置を取る。「支払わなければ発注しない」という脅しに屈しない

貿易営業メールテンプレート集