文|Tess

公眾號(hào)| Tess外貿(mào)Club（Tess_2006）

每年到圣誕節(jié)，我都會(huì)花時(shí)間構(gòu)思祝福信息。

這可不是例行公事，而是因?yàn)槭フQ節(jié)是一年里唯一一次可以對客戶光明正大表達(dá)私人情感的時(shí)刻。

說直白點(diǎn)，這一天你說點(diǎn)不像業(yè)務(wù)員的話，對方不會(huì)警惕。

圣誕信息用得好，是關(guān)系升級(jí)，用不好，你的信息就是垃圾信息，會(huì)被無視或者被刪除。

可惜很多人把 “Merry Christmas”，復(fù)制，粘貼，群發(fā)。不管對方是誰，全部一個(gè)模板。

自然了，你這樣做的話，發(fā)完也不會(huì)有啥效果，老外對你依然愛答不理。

這里展示幾條我昨天發(fā)給客戶的幾條圣誕祝福，以及他們隨后給我的回應(yīng)。請注意，這些信息都是為客戶量身定制的，底層邏輯和開發(fā)信量身定制一模一樣。

第一條，我是這樣寫的：

Merry Christmas XX！

This year has been intense in many ways, and I realized how much I value conversations that are honest, intelligent, and easy at the same time. Ours have been exactly that.

I hope you get some real rest this holiday — the kind that clears your head and makes the future feel lighter.

Wishing you a peaceful Christmas and a year that treats you kindly！

后來客戶回我的是：

thanks Tess. its was so nice to have met you in XX and had some time to spend together as well. You are beautiful inside as well as out. see you again in a couple of weeks. Wish you a wonderful holiday time and a prosperous New Year.

注意一下，這不是那種“Thank you, same to you”的敷衍回復(fù)。

他回憶了見面，主動(dòng)往私人關(guān)系又走了一步。

原因很簡單, 我沒有在單純地祝他圣誕快樂，我是在告訴他：我欣賞我們之間的交流方式。

第二條：

Merry Christmas XX！

It’s hard to believe it’s been XX years already.

Looking back, what I value most isn’t any single project we’ve worked on, but the consistency ，the fact that through different cycles, pressures, and decisions, our collaboration has always been grounded in responsibility and clarity.

I’m grateful for the trust we’ve shared, and for the rare kind of understanding that doesn’t need many words.

Wishing you a calm Christmas, and a year ahead that remains strong, steady, and firmly under your control.

他的回復(fù)是：

MERRY CHRISTMAS TESS! THANK YOU FOR NICE MESSAGE, YES, XX YEARS PAST, BUT WE ARE STRONGER IN EVERYTHING TOGETHER!

這不是客套，這是在確認(rèn)一句話：
“是的，我們的關(guān)系就是你說的這樣。”

第三條，是還在合作推進(jìn)中的客戶：

Merry XX

As this year comes to an end, I’ve been reflecting on how some collaborations don’t show their full shape immediately, yet already create real value along the way.

Ours feels very much like that.

I genuinely appreciate the trust and the introductions you’ve shared, they say a lot about how you approach long-term relationships, and that doesn’t go unnoticed on my side.

I’m looking forward to seeing you next month. Until then, I hope the holidays give you a bit of space to recharge, and the new year brings clarity to the paths already taking shape.

Warm wishes for Christmas and the year ahead.

第四條，是剛認(rèn)識(shí)不久、但我個(gè)人非常看好的合作伙伴：

Merry Christmas XX！

This year brought a lot of unexpected turns, and meeting you was one of the more meaningful ones for me.

I appreciate how sharp your thinking is and how decisively you act — those qualities are rarer than people like to admit.

Our collaboration hasn’t been long, but it’s been clear and efficient, and I value that kind of mutual understanding. I look forward to seeing where our work can go when intelligence and trust are allowed to compound.

Wishing you a calm holiday season and a year ahead with clarity, momentum, and good decisions.

。。。。。。

這些信息發(fā)出去之后，我收到的反饋幾乎都明顯高于平均水平。

倒不是因?yàn)槲业挠⑽亩嗪?，而是我做了一件很多人沒意識(shí)到的事，我在用圣誕節(jié)去維護(hù)客戶關(guān)系，刷個(gè)人存在感。

很多人發(fā)完祝福石沉大海，問題從來不在節(jié)日，而在平時(shí)。

如果你一年到頭，只跟客戶聊價(jià)格、交期、付款方式，那你在圣誕節(jié)那天，客戶也只會(huì)把你當(dāng)成“一個(gè)發(fā)過祝福的業(yè)務(wù)員”。

開發(fā)客戶、維護(hù)客戶，從來不是話術(shù)問題。

這些都涉及到你有沒有判斷力，有沒有觀察人，有沒有能力把“我們的關(guān)系”、“我很care你”這些件事說清楚。

復(fù)制粘貼很容易，但請記住，越是容易的事情，越是不動(dòng)腦子的事情，其實(shí)是在把你降級(jí)，慢慢把你降級(jí)成一個(gè)隨時(shí)可以被替換的聯(lián)系人。

今天就這樣吧，給你在維護(hù)客戶方面帶來點(diǎn)啟發(fā)。

對了，不要在節(jié)假日給我發(fā)騷擾祝福信息，如果那個(gè)點(diǎn)我不開心，很容易把你拉黑。