A seasoned foreign trade veteran shares his ultimate strategy for closing deals with new clients at the end of 2025 – even beginners can easily implement it.

Wang Wenbin, general manager of a sporting goods company in Ningbo, led his team on a global flight to secure orders in order to meet year-end targets. In just 17 days, they secured orders for 470 standard containers, totaling approximately 24 million yuan. He even waited for a customer in a parking lot for three hours, offering him a cigar, which ultimately led to a $20 million order.

Year-end order chasing is the "decisive battle" in foreign trade, but chasing orders from new customers is completely different from maintaining relationships with old customers. They don't have established trust in you, the decision-making process is longer, and they have more doubts.

The market environment in 2025 will be even more complex. A survey shows that 90% of foreign trade professionals feel that following up with customers is becoming increasingly difficult. This means that the old, extensive approach of sending mass emails is no longer effective. This article will draw on my more than ten years of practical experience to break down a highly refined year-end order follow-up system for new customers . Recommended reading: The Ultimate Guide to Year-End Order Follow-up for Existing Foreign Trade Customers: A 20-Year Veteran's Practical Guide to Communication Techniques and Channels

01 Precise Screening: In the year-end sprint, which new customers are most worth your "chasing"?

With time and energy stretched thin at the end of the year, spreading effort evenly across all new leads is a fatal mistake. In 2025, refined customer segmentation will be the primary prerequisite for efficient sales follow-up.

You need to establish a rapid evaluation standard to screen out "high-potential, high-intent" Category A new customers and focus your efforts there. This screening process can be carried out from two core dimensions: customer potential and the urgency of their needs.

First, assess the potential and quality of the client. You need to scrutinize their inquiries or initial communications like a detective. Inquiries that clearly explain the company background, specific product specifications, and target market are far more valuable than those that simply ask, "What's your price?"

I usually use the AB Customer CRM system to label these types of customers as "high intent," and their conversion rate is often several times higher than that of ordinary inquiries.

Second, understand the urgency of the demand. The key to closing deals at the end of the year is to grasp the customer's "time pain points." If the customer expresses concern about the time frame for "Christmas season sales," "year-end inventory check," or "starting projects in Q1 of the following year" during communication, this is the clearest signal to close the deal.

One real-world example is a US buyer who, after tariff policy adjustments, sent five consecutive emails urging shipment and order placement in an attempt to "make up for lost time." Recognizing and responding to this sense of urgency is half the battle won in securing the order.

02 Strategy Differentiation: Customized Sales Conversion Strategies for Four Types of New Customers

New clients at different stages have vastly different mindsets and needs. Using the same sales pitch will inevitably reduce effectiveness. The scientific approach is to develop completely differentiated follow-up strategies based on the client's different stages.

Potential customers: They have only initial interest in you and your product. At this stage , the key to closing the deal isn't "pushing," but "leading." Gradually build your professional image by consistently providing valuable industry information, product selection guides, or solution white papers. Follow up every 7-10 days, ensuring the content is objective and neutral, and avoiding aggressive sales tactics.

The negotiation and consultation stage with clients : This is the "main battlefield" for closing deals at the end of the year. Clients have entered into substantive negotiations on prices and terms, but are hesitant. The key at this stage is to "precisely dispel concerns and create a sense of scarcity."

You need to shorten the follow-up interval to 3-5 days and prepare detailed solutions for every customer's concerns (such as price, delivery time, and payment). At the same time, you should subtly convey information about tight production line schedules at the end of the year, booming logistics space bookings, or potential fluctuations in raw material prices, adding the "last straw" to their decision-making process.

Customers who have provided a quote but haven't responded : These "silent customers" are a common challenge. Simple follow-up inquiries are often ineffective. A more effective approach is to offer "new value," such as an email with a recently completed case study shared with a client in the same industry, or a short report on "Year-End Shipping Trends and Stocking Advice." This can restart the conversation.

For clients with confirmed intentions and awaiting signing : the goal is to close the deal. The strategy is to "simplify the process and remove obstacles." Proactively provide a clearly formatted draft contract, highlighting key terms; or inform the finance department that it is ready and can prioritize the payment process for this order. Your goal is to make the final stage of the signing process incredibly smooth.

03 Channel Mix: Choose the most efficient reach path and avoid information overload.

Effective communication of order reminders hinges on channel selection. Blindly bombarding customers with messages across multiple channels will only alienate them. An efficient combination strategy is to set the tone with emails, foster interaction through social media, and finalize key details with phone/video calls .

Email : It is the primary, formal, and authoritative communication channel, suitable for sending formal follow-up emails containing detailed data, terms, and attachments. A well-structured email with sufficient evidence demonstrates professionalism. Avoid sending emails too frequently; a frequency of once every 7-10 days is more appropriate. .

Instant messaging tools like WhatsApp and WeChat : They are powerful tools for overcoming communication bottlenecks. This is suitable for sending brief reminders, confirming details, or conveying urgent information (such as "Only XX pieces of the model you are interested in remain in stock"). Note that the tone should be friendly and warm, avoiding a harsh or impatient approach.

Telephone or video calls : the ultimate weapon for solving complex problems and driving major decisions. When emails and instant messages fail to break the deadlock, a pre-arranged phone call can directly clarify misunderstandings and address underlying concerns. For high-value potential clients, a high-quality video conference presentation can directly lead to an order. .

The key is that these channels should work together rather than operate in isolation. For example, a formal reminder email can be sent first, followed by a polite inquiry on WhatsApp a few hours later to see if the message has been received. If there are complex issues, a brief phone call can be arranged. This multi-faceted approach demonstrates respect while maintaining the necessary momentum.

04 Practical Communication Skills: English and Chinese Communication Templates for Different Scenarios

The wording is the ultimate vehicle for strategy. Good wording is precise, professional, and makes people feel comfortable. Below is a core wording framework designed for different channels and scenarios; you can adjust and fill it in according to the actual situation.

Email scripts for high-potential negotiation clients

This type of sales pitch is suitable for high-quality new clients who are already in negotiations but have not yet made a decision. The key is to combine reiterating the value with reminding them of the scarcity of the product.

• Chinese template :
  Subject: Important Reminder Regarding Orders and Year-End Production Arrangements for [Product Name]
  Dear [Customer Name],
  I wish you all the best. Regarding the cooperation plan for [product name] that we discussed earlier, I would like to offer a friendly reminder.
  Given that the year is drawing to a close, our production schedule and logistics space are rapidly tightening. To ensure you receive your goods on time, we strongly recommend confirming your order before this Friday so we can secure production capacity and the optimal shipping schedule for you.
  An updated quotation and draft contract are attached for your review. We have refined some terms based on our discussions. If you have any questions, I am ready to provide detailed explanations by phone [your phone number].
  Looking forward to your reply.
  Your Name

• English template :
  Subject: Urgent Reminder on [Product Name] Order & Year-End Production Schedule
  Dear [Customer Name],
  Hope this email finds you well. I'm writing as a friendly follow-up regarding our proposed cooperation on [Product Name].
  As we are approaching the year-end, our production schedule and logistics space are becoming highly competitive. To secure the earliest possible delivery for you, we strongly recommend confirming the order by this Friday, which allows us to reserve the production capacity and optimal shipping schedule for you.
  Attached please find the updated quotation and draft contract for your review, which incorporates our previous discussions. Should you have any questions, I'm available at [Your Phone Number] for a quick call.
  Looking forward to your confirmation.
  Best regards,
  [Your Name]

Customers who have received a quote but haven't replied - Social communication scripts

This template aims to restart the conversation by providing new value (such as market information or case studies) and avoid pointless follow-up questions.

• Chinese template :
  Hi [Client Name], I hope you have a good week. To avoid repeatedly asking for quotes, I'd like to share a recently compiled "Year-End International Logistics Trends Brief," which may be helpful for your procurement planning. Of course, we can discuss the [Product Name] proposal further at any time.

• English template :
  Hi [Customer Name], hope you're having a good week. Didn't want to just follow up on the quote, so I'm sharing a brief report we just compiled on "Year-End International Logistics Trends" which might be useful for your planning. Of course, happy to discuss our proposal for [Product Name] further anytime.

Telephone scripts for key decisions

This template is used for scheduling or conducting critical calls. The core message is to clearly state the value of the call (solving a specific problem) and demonstrate professionalism and respect.

• Chinese template :
  "Hello [Customer Name], this is [Your Name] from [Company Name]. Regarding the [Product Name] proposal, I noticed that some clarification may be needed on [specific terms, such as payment method/delivery period]. To avoid disrupting your year-end plans, I'd like to arrange a 15-minute phone call specifically to discuss this and ensure we both understand each other?"

• English template :
  "Hello [Customer Name], this is [Your Name] from [Company Name]. Regarding the proposal for [Product Name], I believe we might need some final clarification on [specific point, eg, payment terms/delivery schedule]. To ensure we align before the year-end rush, could we schedule a brief 15-minute call to iron this out?"

05 Core Principles and Pitfall Avoidance Guide: Make Your Order Follow-up Efficient

Successful sales closing is essentially an art of "value delivery" and "timing control," not simply urging. You need to make the customer feel that you are mitigating risks and seizing opportunities for them, rather than just trying to complete your own sales target.

In terms of psychological strategies, it's crucial to leverage comparison and a sense of security. You can subtly mention, "Another client in the same category has just confirmed an order to meet the Christmas season demand," creating an atmosphere of market excitement. However, at the same time, it's essential to emphasize the "certainty" you can offer, such as, "As long as you confirm by X days, we guarantee a production date of Y days and assume the risk of delays," using this commitment to alleviate the client's anxiety.

We must be wary of several common misconceptions :

First, the frequency is inappropriate ; bombarding customers with sales requests will only get you blocked.

Secondly, the channel was mismatched ; sending lengthy contract terms via WhatsApp was extremely unprofessional.

Third, the content is empty ; each communication must contain new information that is valuable to the client.

Recording and analysis are equally important. The results of each follow-up and the customer's reaction should be recorded in the CRM system. Analyze which reasons are most persuasive to customers and which channels have the highest open rates. This data will become a valuable asset for future follow-ups and even for optimizing the entire sales process. We recommend AB Customer CRM, a fully intelligent customer management system that is free to use .

In 2025, a year full of challenges and opportunities, only by upgrading the process of expediting new customer orders from a "manual task" to a "technical task" can we stand out in this performance sprint.

The cigar lit in the parking lot burned not only with time, but also with a determination and wisdom to break through impasses. It reminds us that beyond digital tools and standardized rhetoric, the essence of foreign trade remains the building of connections, insights, and trust between people.