How to deal with foreign trade customers asking for product catalogs? A practical guide to the entire process from "sending catalogs" to "taking orders"

Sending a catalog to a foreign trade client isn't just about "throwing a PDF over"; it's a combination of qualifying, identifying needs, and facilitating the next step. Your goal should always be single: to get the client to provide actionable next steps (specifications, samples, meetings, or quote confirmation), not just politely reading without responding.

1. When a customer asks you to send me a catalog, you should do three things first.

1. Light consultation (30–90 seconds)

   Purpose: To determine whether the other party is a “real buyer” and to identify their needs with minimal questions without annoying them.

• Which segment do you focus on? (Application scenario/channel: OEM/wholesale/e-commerce/engineering)

• What is the approximate monthly/annual purchase volume or target price range?

• 2–3 key parameters (size/material/certification/power/packaging/logo)

• Are there any strict requirements for delivery time/certification (CE/FDA/UL/REACH…)?

Talking (English)
“Before I send the catalog, may I tailor it a bit for you?
Which application/channel? Any key specs (size/material/certification)?
This helps me send the most relevant 6–8 SKUs and price range.”

2. Give "correct version of directory"

   Prepare 3 sets:

• Lightweight version (3–8MB, 10–20 pages): Hot-selling items + parameter table + qualification page + contact information (watermarked to prevent forwarding).

• Interactive version (online page or microsite): You can filter models and download data sheets (trackable using short links + UTM).

• Customized micro-catalog (6-8 pages): Select SKUs based on the other party’s scenario, and add benchmark price/minimum order quantity/delivery time.

3. Set the “next step” (strong CTA)
   Sending a catalog = "making an appointment for the next step" at the same time. Giving the other party three options to choose from reduces the other party's decision-making cost:

• A. Confirm 3 key parameters and I will give you a closed price (including terms and conditions)

• B. Leave your sample address and we will send you the standard sample this week.

• C. Arrange a 15-minute video , I will show you the production line and quality inspection

2. How to make a catalog so that customers will read it?

Catalog layout structure (suitable for any industry):

1. Cover: One sentence positioning + your buyer’s industry name (to enhance relevance)

2. "Top 6-8 models selected for you": large image + key parameters 5 lines

3. Quick Specifications: Compare similar models horizontally (size/power/certification/MOQ/delivery time)

4. Solution/Application Page: Grouped by "Application Scenario" (Engineering, Retail, E-commerce)

5. Quality endorsement: certificate/key customers/shipping location/quality control process

6. Transaction terms: MOQ, payment, delivery, proofing, after-sales

7. Contact page: direct access to name + WhatsApp/email + watermark and validity period

in principle:

• Light, precise, and optional : Customers hate 100+ page hodgepodges.

• Make the “choices” smaller : each page only allows customers to make one simple choice (model/price/application).

• Leave the "Next button" everywhere : the footer repeatedly displays "→ Give me 3 parameters and I will quote you a closing price."

3. Complete "Catalog Distribution" SOP (Complete within 24 hours)

T+0 hours (request received)

• A 30-90 second quick consultation to record CRM fields (application/key parameters/certification/volume/target price).

• Create a deal in CRM : source, country, channel, and follow-up date (default T+1, T+3, T+7).

T+4 hours

• Generate a customized microcatalog (6–8 pages).

• Name: BuyerName_Brand_Category_Edition_2025-08-25.pdf .

• Add watermark + footer CTA (sample/parameter/meeting).

• Prepare 2 comparison charts with competing products (optional).

T+8 hours (first delivery)

• Send via email and WhatsApp simultaneously (email body includes thumbnail and 1 of 3 CTA options).

• Attached is a lightweight PDF and a short link to the online version (traceable).

• Set up automatic reminders in CRM: T+1, T+3, T+7 follow-up.

T+24 hours (first follow-up)

• Don’t ask “Have you seen it?” - instead, provide value : parameter table/size table/test video/FAQ.

• Then give a smaller next step ("Just confirm these two parameters and I will give you a closing price before 18:00 today").

4. Identify three types of buyers and determine the intensity of follow-up

1. Real buyers (with quantity/time limit/specifications)

• Strategy: High priority, make the other party make any commitment of "sample, closed price or meeting" within 48 hours.

2. Price comparison (only price list/lowest price)

• Strategy: Provide price band + purchase gradient discount , and at the same time, use parameters to lock the validity of the quotation.

3. Hunting catalogs/collecting intelligence (no parameters, no quantity, no time limit)

• Strategy: Publish a "light catalog + application case", set the threshold of **"parameters → quotation**"; low-frequency insulation.

5. Email Template Library

1) Initial email (English, with a CTA option)

Subject: Tailored catalog + next step (choose one)

Hi {{Name}},
Thanks for your interest in {{Category}}. I prepared a short catalog tailored to {{their industry/application}} — see attached (8 pages) and the online version here: {{short link}}.

To move fast, please choose one :

• A) Confirm these 3 specs (size/material/certification) → I'll send a firm quote with lead time today.

• B) Share sample address → we ship standard sample this week.

• C) Book a 15-min call → live show of production & QC.

If you prefer a different option, just hit reply with “custom”.
Best,
{{Your Name}} | {{WhatsApp}} | {{Title}}

Chinese tip: The theme highlights "customize directory + next step", and the main text only provides 3 executable actions. Don't ask "Have you read it?"

2) WhatsApp first release (80 characters or less)

Hi {{Name}}, I've sent a short catalog (8 pages) to your email.
Pick one: Specs → firm quote / Address → sample / 15-min call .
Anything else you need, tell me.

3) Follow-up schedule for messages that have been read but not replied (T+1 / T+3 / T+7 / T+14)

T+1: Add value + small moves
Subject: 2 specs left → firm quote today
Hi {{Name}}, attached a 1-page spec sheet . If you confirm size & certification , I'll send a firm quote with lead time today .
(Also a 40-sec video of our QC step: {{short link}})
— {{Your Name}}

T+3: Change of entry (sample/inventory/delivery date)
Subject: Ready-to-ship models this week
We have {{X}} models in stock for quick ship.
Choose: A) sample this week B) firm quote C) 15-min call .
PS: Price tier improves at {{MOQ ladder}}.

T+7: Add Case/Endorsement
Subject: Case: {{Country/Industry}} buyer cut cost by {{X%}}
Sharing a 1-page case (before/after). If you share target price or monthly qty , I'll align the kit accordingly.

T+14: Gentle "window closing" + reactivation
Subject: Should I close your file for now?
If timing isn't right, I'll pause my follow-up and circle back next month.
If you want me to proceed, reply with A) specs B) sample address C) call time .
(We also have a promo valid until {{date}} for {{models}}.)

Key point: Bring gifts (parameter sheet/video/inventory/case/promotion) every time you follow up, and give the option to choose one of the three .

4) Price-related objection tactics

• "Send the complete price list first."

  Our pricing is strongly dependent on materials, certification, and packaging. To ensure a valid quote , could you confirm these three parameters ? I'll give you a closed price today (including delivery time and terms) .

  English : "Our price varies by material/cert/packaging. If you confirm these 3 specs, I'll send a firm quote with lead time today."

• “It’s too expensive/give me the lowest price.”

  I understand. Give me a target price or monthly volume , and I'll immediately create three cost-reduction packages for you to choose from: materials, processes, and packaging .

  English : "Share target price or monthly volume, I'll offer 3 cost-down options (material/process/pack)."

• "Send it to my boss/group for him to check."

  I've attached a one-page comparison chart (ours vs. mainstream competitors) for your convenience. You can also include a page comparing total costs (including defective product rate, returns, and delivery risks) to help your boss understand more clearly.

5) Sample promotional pitch (email/WhatsApp)

• "Confirm these two parameters (size/certification), and I'll give you a closed price today and arrange for samples to be shipped ."

• "We have samples this week. If you need them, just leave your information and I'll choose the best one for your industry."

6. Real-world scenario rewriting & transaction path

Case A｜Mechanical Parts (Engineering Channel)

• Day 0: Customer requests a catalog. Salesperson uses 3 questions to identify the product (Application = Mining Equipment; Material = 42CrMo; Monthly Volume = 5,000 units).

• On the same day: send "8 pages of engineering scene micro catalog" + one of A/B/C .

• Day 1: Customer read but did not reply → Resend material traceability video + size chart , and give closed price as long as 2 parameters are confirmed.

• Day 3: Customer provides drawings + target price.

• Day 5: Video conference to see the machining line and confirm PPAP documents .

• Day 10: Send samples + closed price (divided into 3 levels).

• Day 21: Samples approved, first order USD 28,000.

  Key action : Give the next minimum action each time (parameters → quotation → sample → meeting → order).

Case B｜Home Furnishing Fast Moving Consumer Goods (E-commerce Channel)

• Day 0: Customers just want the price list.

• Method: Send a lightweight catalog + "e-commerce hot selling TOP8" , and provide the **"one piece of shipping + FBA packaging"** solution.

• Day 3: Promote small batch trial orders (minimum order quantity 200 sets) + "Choose 2 and get the main picture and video template for free."

• Day 15: Customers returned and placed 200 test orders.

  Key action : Match channel demands (e-commerce companies care about materials, packaging, and minimum order quantities).

7. Turn “read but not reply” into data-driven: Who should you pursue and who should you not pursue?

Signals to chase

• Click on the online catalog/video (you can see the access time using a short link or document tool)

• Read but not reply on WhatsApp/email but check multiple times

• Any of the magnitude, parameters, and target prices have been given

Suspended signal

• Don't click or read any message

• As long as the "full price list", no parameters/levels are provided, and the time zone response is unstable

• I have been "CC"ed in the group, but no one is responsible

Tiered Strategy

• Category A (hot): Advance to sample or closed price within 48 hours

• Category B (warm): Follow up twice a week to replenish value

• Category C (cold): biweekly "broadcast-style" case studies/new product collections

8. KPI Setting and Review (Simple and Easy to Use)

• Catalog delivery to first response rate (target: >30%)

• First response rate to sample application (target: >20%)

• Sample to quotation confirmation rate (target: >50%)

• Conversion rate from quotation to trial order (target: >20%)

• Average follow-up cycle (first touch → trial order days)

Review 3 things every week

1. Which of the three CTAs converts best? (Adjust the order and wording of the copy)

2. Which type of "value-added" is most useful? (Short videos/inventory/certification/case studies)

3. Which channel responds faster? (Email vs WhatsApp vs LinkedIn)

9. Lists You Can Use Right Away

Buyer requirements collection list (3–5 questions are enough)

• Application scenarios/channels: OEM/wholesale/engineering/e-commerce

• Key parameters × 3: size/material/certification/power/voltage/logo/packaging

• Scale/Frequency: Monthly/Quarterly/Annual

• Is the delivery date/certification rigid?

• Can the target price be given a range?

Catalog Creation Checklist

• 8 pages: Top 8 Bestsellers + Quick Specifications + Qualifications + Terms of Use

• One action per page: Parameter → Quote or Address → Sample or Time → Meeting

• Watermark/Validity period/Direct contact information

• File size < 8MB + Short link to online version

• Unified naming and searchable

Follow the rhythm table

• T+1: Parameter table/quality inspection video → closed price

• T+3: Inventory/delivery date/minimum order → small trial order

• T+7: Similar customer cases/cost reduction combination

• T+14: Gentle window closing + reactivation/promotion

Email subject library (pick 3 for A/B testing)

• “2 specs left → firm quote today”

• “8-page tailored catalog for {{Industry}}”

• “Ready-to-ship models this week”

• “Case: {{Country}} buyer cut cost by {{X%}}”

• “Sample this week? (address → ship)”

10. Common Pitfalls and Avoidance

• Only publish large and comprehensive catalogs → Divide into three versions, there will always be one version that hits the scene .

• Ask too many questions → Ask only 3–5 core parameters that will determine the quote.

• Empty CTA (e.g., Any questions?) → Change to a three-choice CTA .

• Pure price communication → Add a "total cost" perspective (defective rate, return rate, delivery time risk).

• No tracking → At least use short links/online documents to see the access situation and help determine the priority.

• One-time bombardment → Drip irrigation to replenish value, one small action at a time.

Summarize

When a client requests a catalog, your competitors might "send a PDF instantly and wait for a miracle." Your approach is to conduct a quick consultation, create a customized micro-catalog, select one of three options, and then follow up with data in a layered manner . Each piece of information should offer small, nuanced actions , moving the negotiation from "examining the catalog" to "providing specifications/requesting samples/scheduling a meeting/locking in a quote."
After following this SOP for two weeks, you will notice that: the number of unread emails will decrease, the number of samples and meetings will increase, and orders will naturally come.