年底不是有没有订单,而是敢不敢、会不会催单。学会“帮客户做决定”,你会发现成交变得比想象更容易。
年底订单,客户到底在纠结什么?
基于内部复盘 100+ 年底未下单客户的数据,我们把拖单原因高度集中为 5 类,理解这些,才能对症下药:
- 预算未完全确认,但存在年度用量(约占 20%)
- 内部审批缓慢(采购已同意,但卡在老板/财务,约占 25%)
- 在比价(你通常在前三名,约占 15%)
- 在等一个“下单理由”(比如节日优惠、生产窗口、风险验证,约占 30%)
- 年底太忙,被遗忘(约占 10%)
要点:第 4、5 类最适合用“双节催单”;第 2、3 类需要你帮客户“向上催审”,即把催单变成“催审”。
核心逻辑:节日节点 + 决策理由 + 行动期限(我的 3 段式催单法)
年底催单的三条原则:
- 只给“正当理由”,不施压 — 让客户有合情合理的内部解释。
- 站在客户立场,主动帮他向上沟通(提供给上级的说明材料)。
- 所有催单都要说明“现在推进更合理”的后果或机会成本。
把“Please place order ASAP”换成“如果现在不推进,后续会面临生产延误或价格波动”的事实陈述,效果截然不同。
真实案例:一封邮件追回 18 万美元订单
客户:欧洲分销商。流程:9 月报价与样品完成,11 月沉默。策略:我没有继续谈价格,而是发送一封“圣诞前生产窗口提醒”邮件,核心包含三点:
- 圣诞 & 元旦工厂排期风险(生产窗口快满)
- 当前价格与交期锁定的截止时间(明确日期)
- 我可以替采购准备内部审批说明(直接降低采购沟通成本)
结果:邮件 36 小时内得到回复,采购回复 “This helps me a lot for internal approval.” 并在 12 月 18 日下 PO,总额 180,000 美元。
2025 双节冲刺:我每年必做的 5 步动作清单
第一步:精筛客户(节省 70% 时间)
只催以下类型:已正式报价、已确认规格/MOQ/交期、有明确采购意向。对“未成熟客户”年底催单几乎无效。
第二步:给客户一个“节日级理由”
常用理由(任选一到两条):工厂停工/减产、原材料年后涨价、价格/交期锁定截止、年度预算利用、年前发货 vs 年后成本差。
第三步:把“催单”升级为“催审”
一句话模板:“如果方便,我可以把订单要点整理成一页,供您向管理层审批使用。” 这句话能显著提高采购向上推动的成功率(内部测试约提高 35%)。
第四步:给出明确且可执行的时间点
避免模糊的“ASAP/urgent”,用明确截止日:例如“请在 12 月 18 日前确认,以锁定节前生产排期”。清晰的日期让对方可以放入内部审批计划。
第五步:节日问候“轻”,催单要“准”
节日问候用于打开邮件,不要写长篇祝福,重点在给出决策理由与下一步动作。
2025 双节高回复率催单邮件:7 个实战模板
下面模板皆为实操版,已根据不同买家心理优化句式与节奏。把 {{Name}} 和 {{date}} 替换成目标信息即可。
模板 1 — 圣诞前「生产窗口锁定型」
主题:Christmas production schedule confirmation
Hi {{Name}},
Hope everything goes well with you.
As Christmas and New Year holidays are approaching, I’d like to double check the status of the quotation we discussed earlier.
Just a heads-up: our production schedule before Christmas is getting quite tight.
If we can receive your confirmation before {{date}}, we can still lock in the current price and delivery schedule.
If you need any additional information for internal approval, feel free to let me know — I’m happy to assist.
Looking forward to your update.
Best regards,
{{Your Name}}
模板 2 — 帮你催老板(采购最爱)
主题:Support for internal approval before year-end
Hi {{Name}},
I understand this is a very busy period for you.
Since year-end is coming, I just wanted to check whether this project is still in your plan.
If it helps, I can prepare a brief order summary (price, lead time, key advantages) for your management approval.
Many of our partners prefer to finalize orders before the holiday to avoid delays after New Year.
Please let me know how you’d like to proceed.
Best regards,
{{Your Name}}
模板 3 — 年度预算提醒型
主题:Before year-end budget closing
Hi {{Name}},
As we are approaching the end of 2025, I just wanted to check in regarding the quotation we discussed.
Some customers prefer to finalize orders before year-end to better utilize their 2025 purchasing budget and secure stable pricing for early 2026 delivery.
Please let me know if this order is still under consideration, or if there is anything I can clarify for you.
Warm regards,
{{Your Name}}
模板 4 — 最后确认,不纠缠型(适合冷客户)
主题:Quick follow-up before holidays
Hi {{Name}},
Just a quick follow-up before the Christmas and New Year holidays.
May I know whether this project is still under consideration on your side?
If timing is not suitable now, I will make a note and follow up after the holidays.
Thank you, and wish you a wonderful holiday season.
Best regards,
{{Your Name}}
模板 5 — 风险兜底型(适合犹豫/新客户)
主题:Reducing risks before year-end decision
Hi {{Name}},
I know year-end decisions always require extra caution.
Before you move forward, I just want to make sure all potential concerns are clearly addressed — including production schedule, quality control, and delivery timeline during the holiday season.
If it helps, I can also outline how we normally manage risks for orders placed before Christmas and New Year, so everything stays on track.
Please feel free to let me know which part you would like to review in more detail.
Best regards,
{{Your Name}}
模板 6 — 条件暗示型(适合比价/观望客户)
主题:Order conditions before holiday period
Hi {{Name}},
Just a quick note before the holiday season.
For orders confirmed before Christmas, we are currently able to keep the same pricing, lead time, and production priority as discussed.
After the New Year, some conditions may need to be adjusted due to schedule and cost changes.
I wanted to keep you informed, so you can plan accordingly on your side.
Let me know your thoughts when convenient.
Kind regards,
{{Your Name}}
模板 7 — 优先级确认型(适合长期未回客户)
主题:Project priority check before holidays
Hi {{Name}},
Before the Christmas and New Year holidays, I just wanted to check the priority of this project on your side.
If this project has been postponed, please feel free to let me know — I will adjust my follow-up accordingly and reconnect after the holidays.
If it is still under consideration, I’m happy to support you with any next steps needed.
Thank you for your time, and wish you a great holiday season.
Best regards,
{{Your Name}}
双节催单的 5 个禁忌(血泪教训)
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不要天天 follow-up — 间隔与理由要合情合理(建议每 4–7 天一次,视客户重要度调整)。
-
不要用情绪化词汇(urgent / must / immediately),用事实代替情绪。
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不要只催“下单”,要解决“为什么现在下单更合理”。
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不要一封邮件塞 10 个问题,保持 1–3 个核心动作即可。
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不要忽视“替客户向上解释”的价值——很多采购缺乏说服上级的材料。
实践中,这些禁忌的规避比写一封漂亮邮件更能提升回复率。
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