你发给客户的圣诞祝福，是不是没多少人回复？

文|Tess

公众号| Tess外贸Club（Tess_2006）

每年到圣诞节，我都会花时间构思祝福信息。

这可不是例行公事，而是因为圣诞节是一年里唯一一次可以对客户光明正大表达私人情感的时刻。

说直白点，这一天你说点不像业务员的话，对方不会警惕。

圣诞信息用得好，是关系升级，用不好，你的信息就是垃圾信息，会被无视或者被删除。

可惜很多人把 “Merry Christmas”，复制，粘贴，群发。不管对方是谁，全部一个模板。

自然了，你这样做的话，发完也不会有啥效果，老外对你依然爱答不理。

这里展示几条我昨天发给客户的几条圣诞祝福，以及他们随后给我的回应。请注意，这些信息都是为客户量身定制的，底层逻辑和开发信量身定制一模一样。

第一条，我是这样写的：

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！

后来客户回我的是：

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，这不是那种“Thank you, same to you”的敷衍回复。

他回忆了见面，主动往私人关系又走了一步。

原因很简单, 我没有在单纯地祝他圣诞快乐，我是在告诉他：我欣赏我们之间的交流方式。

第二条：

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.

他的回复是：

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

这不是客套，这是在确认一句话：
“是的，我们的关系就是你说的这样。”

第三条，是还在合作推进中的客户：

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.

第四条，是刚认识不久、但我个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.

。。。。。。

这些信息发出去之后，我收到的反馈几乎都明显高于平均水平。

倒不是因为我的英文多好，而是我做了一件很多人没意识到的事，我在用圣诞节去维护客户关系，刷个人存在感。

很多人发完祝福石沉大海，问题从来不在节日，而在平时。

如果你一年到头，只跟客户聊价格、交期、付款方式，那你在圣诞节那天，客户也只会把你当成“一个发过祝福的业务员”。

开发客户、维护客户，从来不是话术问题。

这些都涉及到你有没有判断力，有没有观察人，有没有能力把“我们的关系”、“我很care你”这些件事说清楚。

复制粘贴很容易，但请记住，越是容易的事情，越是不动脑子的事情，其实是在把你降级，慢慢把你降级成一个随时可以被替换的联系人。

今天就这样吧，给你在维护客户方面带来点启发。

对了，不要在节假日给我发骚扰祝福信息，如果那个点我不开心，很容易把你拉黑。