一、外贸方案制作前的准备工作
1.充分了解自己公司的优势
方案制作前先了解自己公司的产品优势、公司优势、想要给客户展示的思路。
2.了解客户的背景，弄清客户的需求
通过了解客户的背景，结合客户的需求和关注点，通过自身公司的优势来制作。
3.了解同行的基本情况
行业中客户所关心的点，自身公司的优点，比同行业中优出的部分重点关注。
二、理清客户的需求分三种情况
1.客户需求明确
方案制作的始终，均要围绕满足客户要求这一基本目的。客户想要的是什么，要解决的问题是什么。
2.客户思路不明
结合先前做准备工作时掌握的信息，通过发问的形式帮客户理清思路。
3.客户想法太多
目标过多，过分散，影响最终的效果，帮助客户选定目标。
三、方案制作
1.理清思路
客户需求，了解了；资料信息，找齐了；我们优势，清楚了；制作思路，找到了。
2.时间的分配
进一步搜集资料（客户和同行的），思考、搭框架，着手写方案。
3.制作流程
整理思路：通过前期的背调，可以开始制作，不足之处后补
搭建框架：围绕方案主要目的，不用贪多求全
添加内容：写的过程 中要考虑创新
编辑整理：避免错别字，在没有PPT设计经验时可以使用模板
美化修饰：方案制作中注意基本的三色原则
检查定稿：考虑整体，并保证自己对方案满意
4.注意问题
注重创新：我们要用创新点去吸引客户，留住客户，让客户感觉到我们的诚意，用创新拓宽思路、在变化中求发展。
考虑客户的需求：创新要符合客户的整体需求，只有我们的方案达到客户的需求，才能得到客户的认可和肯定。
吸引客户的眼球：方案前几页要迅速吸引客户，让客户有兴趣看。
充分传达自信：要对自己做的方案自信，只有这样才能把信心传达给客户，让客户认可。
四、卖点提炼的6个方法，卖点就是价值
1.充分理解并提炼公司内部价值
充分提炼公司产品知识且做成七大体系PPT，会显得非常专业，用心。
方便客户理解接受并转述，更高效帮客户解决问题。
2.我们关注到竞对没有关注的需求
客户没有义务来了解我们的产品，但是他一定会紧抓自己的需求。（解决什么问题 ，实现什么目的）
要了解客户为什么要买背后的原因，而不是只盯客户表现出来的需求。（比如，我想买一台操作简单的机械，你要明白他为什么需要操作简单）
3.备忘录
大部分人怕麻烦，理论上来讲这些麻烦应该是客户自己解决的，但是每个客户再小，也希望得到被照顾的感觉。
把沟通过的细节，总结下来整理成方案或邮件给到客户沟通总结。
4.我们更加了解客户群体的共性需求
某一类产品可能存在大量的共性需求，可以在第一时间抓到客户的关注点（客户会觉得和你沟通更有价值）。
5.有温度
大部分小伙伴是机械式的，客户说要一台设备，给的不清晰，业务员就开始发问，产能是多少，要什么型号等。
如果我们给客户一套推荐配置，客户就很喜欢，客户是希望对方是愿意为他服务的人。
6.了解竞对，且知其弱项
弱项就会带来问题 ，问题会产生痛苦，就有隐性需求。
比如，同行货期容易延误，质量经常出现问题，付款方式我们更灵活，直击客户的痛点。
我们个人也要有解决问题的动机，同行的失误会给这个决策者带来哪些痛苦，方案中直接重点。
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