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讨价还价

kumb 外贸 2020-07-13 21:14:17 248 0

国外客户做买卖也和我们一样,买的想更便宜买,卖的想更高的价格卖,于是就有了讨价还价。如果在生意场上没有一些方式和方法对应买家的凶悍压价,很容易处于被动一方,变成白白为老外打工,搞不好还变成亏本生意。

价格是谈判中的重中之重,现在跟客户谈价格更难,原因有两个方面:

  • 与客户是第一次接触。因为以前大家都没有实际性的接触,也没有以往订单作为铺垫,客户对于供应商的选择会变得更加谨慎,心里有很多疑惑,一旦有问题,客户可能就会中断谈判。
  • 竞争者多。现在国内工厂大量产能过剩,每个行业都有无数的竞争者,劳动密集型工厂更加是以价格为主。
  • 信息的透明度越来越高。随着阿里巴巴、环球资源,Google等信息平台的快速发展,搜索技术越来越先进,客户找供应商了解供应商的效率和速度也大幅度提高。

以上3种原因,导致价格的谈判越来越难。

6.5.2 常见的价格沟通方法

下边列举一些常见的例子。

(1)最简单的方式,例如:

Dear Sir:

You price is too high.

我就会问:

How many quantity of your order?

通过询问客户订单量大小来做可能范围内的让步,或是再问问客户每年下的订单数量再决定。

(2)通过强调质量来说服客户。

Dear Sir:

Thank you for your email.

Sure,our models with good quality,and think all of them meet your level in your local market,if your price is suitable in your price range,could you please do a little change,the price will be reduced 3%,That is USD3.4.

Please don't worry about the quality,price is important,but quality count much more.

Best regard.

(3)通过改变产品的某些材料降低成本,下面的案例里,通过改变产品部分的材料,降低成本。不要马上告诉客户这个价格做不了,而应耐心和客户讨论怎么能做到客户希望的方案。

以下客户称为C,卖家称为S。

C:That is incredible,Your price is too high.

S:C,please,that is actually our best offer,I think it is very competitive in Germany.

C:NO,You quoted me USD3.8. But my competitor bought from an supplier in Zhejiang just USD3.5.

S:Hey,I also wan support you to expand your market,but the price for evaluation?I'll check why their price is too low.

C:Listen,I don't have time,The promotion date is May,13th. We have just two months.

S:What about doing a little change?For example,using printing instead of stainless steel. And the glass is smaller,using 6mm glass instead of 8mm glass . the price will be USD3.4. If OK. I will send PI right now.

C:That's great,but if using printing glass,It look not good .

S:Well,if we still use the stain less steel,the price is USD3.55. OK?

C:Please do USD3.3. I will give you order,5000pcs.

S:Give you 3%discount,USD3.4/pc.8,000pcs.

C:No,the quantity is too much.

S:OK,USD3.40/pc,6,000pcs.

C:OK. 6000pcs. send me PI.

(4)通过服务提高附加值。

因为我们知道:

价格=成本+利润+附加值

上面的案例是通过降低成本来获取订单。还有一条方法就是提高附件值,通过帮助客户增加销量的思路来服务客户。

比如,我的电子秤,工厂报给我20块钱人民币一个,彩盒包装。这个时候我给客户怎么报?有报4美元,也有报4.5美元的。可以说,我报给每个客户的价格都不一样,但是我不会原封不动按照工厂的数据报出去,我会给客户方案,比如说5个产品做一个展示盒,展示盒可以怎么设计,甚至把以前给sony做的展示盒图片发给客户,告诉他如何改动,在超市里摆放会很漂亮。另外还会给他做好banner和slogan,一整套的销售策略都做好,就等他确定如何改动了。

这样一来价格可比性一下子削弱,就变得不是那么透明了,即使客户拿我的方案询价,相信国内的同行们肯定会问客户要各种各样的信息,然后再核价,比如用的展示盒是什么纸张,上面有没有覆膜,用什么样的印刷等,这些问题能把客户问倒,绝对让客户在N天之内找不到参照物。而且我占据主动地位,同行要报价就会被我的方案牵着鼻子走,很多人会报不出来,就算有人核出来比我低,客户来压我价,我也有转圜的余地,比如我可以再做些更改之类的。所以很可能是客户在找不到什么参照标准的情况下,只能凭经验跟我砍砍价,然后要么成交,要么没订单。

其实这一招用好的话是很厉害的!不但能让你提高利润,还能让客户觉得你很专业,可谓一举两得的哦。

我们再反过来看,很多朋友其实很死板,收到询价后总喜欢问客人各种信息,问东问西,非要打破砂锅问到底,把所有细节弄清楚后再报价,以为这样比较准确。这种想法没错,但是现实情况是,客户会不会不厌其烦地回答你的十万个为什么?更何况,很多客户也是中间商,他的终端客户只给他一张图,或者简单的一两句描述,其他什么资料也没有,所以他没法给你更多的信息,因为他也不知道,这个时候他就没法回答你。

如果有其他聪明的供应商给出自己方案,给出建议了,客户觉得不错,他就会把别人的一些参数发给你,让你去核价。这个时候你就头痛了,发现尺寸不是常规的,包装方式也和自己的不一样,材料貌似也有点改动,没办法,只能一点一点让同事和技术部门或者供应商核价,结果三催四催,价格报出来还不一定准确。因为是别人的方案,你被别人牵着鼻子走,自然很被动了。

如果给出方案的那个人是你,那客户拿你的方案去你同行那里询价,这个时候头痛的就是他们了,需要根据你设定好的圈子来玩这个游戏,你就牢牢占据主动位置。所以你不但要给出几套方案,而且速度要快,要首先占据客户的主观思维,让他按照你的游戏规则玩下去。

上面的方法是要求业务员在懂得产品、懂得客户的基础上,才能够提高成交率。

邮件回复结束语

很多业务员的邮件结尾都很单调,让我们来点精彩的吧。

深盼贵公司及早回复:

(1)We hope to receive your favour at early date.

(2)We hope to be favoured with a reply with the least delay.

(3)We await a good news with patience.

(4)We hope to receive a favourable reply per return mail.

(5)We await the favour of your early (prompt)reply.

(6)A prompt reply would greatly oblige us.

(7)We trust you will favour us with an early (prompt)reply.

(8)We trust that you will reply us immediately.

(9)We should be obliged by your early (prompt)reply.

(10)Will you please reply without delay what your wishes are in this matter?

(11)Will you kindly inform us immediately what you wish us to do?

(12)We request you to inform us of your decision by return of post.

(13)We are awaiting (anxious to receive)your early reply.

(14)We should appreciate an early reply.

(15)We thank you for the courtesy to your early attention.

(16)We hope to receive your reply with the least possible delay.

(17)Kindly reply at your earliest convenience.

(18)Please send your reply by the earliest delivery.

(19)Please send your reply by messenger.

(20)Please reply immediately.

(21)Please favour us with your reply as early as possible.

(22)Please write to us by tonight's mail,without fail.

(23)May we remind you that we are awaiting your early reply?

(24)May we request the favour of your early reply?

(25)A prompt reply would help us greatly.

(26)A prompt reply will greatly oblige us.

(27)Your prompt reply would be greatly appreciated.

(28)Your prompt attention to this matter would be greatly esteemed.

(29)We look forward to receiving your early reply.

(30)As the matter is urgent,an early reply will reply.

(31)We reply on receiving your reply by return of post.

(32)We request you to accept our warmest thanks for the anticipated favour.

(33)We thank you in advance for the anticipated favour.

盼望以传真答复:

(1)We await your reply by fax.

(2)Please fax reply to fax this morning.

(3)We are anxiously awaiting your reply by fax.

(4)Please arrange for your fax reply,or long distance call,to reach us befour noon Monday.

(5)Fax reply immediately.

(6)Please acknowledge by fax the receipt of these instructions.

(7)Please do not fail to fax your reply immediately on receipt of this letter.

(8)Please fax your decision without delay as we have offers awaiting.

(9)Oblige us by replying by fax before noon tomorrow,as we have another offer.

(10)Inform us by fax of your lowest quotations.

(11)Fax in time for us to write you in reply by 7 p.m. mail.

(12)Fax me from Osaka before noon stating your telephone number.

(13)Kindly reply me by wire.

承蒙贵公司重视,感谢之至:

(1)Please accept our thanks for your usual kind attention.

(2)Please accept our thanks for the trouble you have taken.

(3)We are obliged to you for your kind attention in this matter.

(4)We are greatly obliged for your trial order just received.

(5)We wish to assure you of your appreciation of your courtesy in this matter.

(6)We thank you for your order just received.

(7)We thank you for the special care you have given to the matter.

(8)We tender you our sincere thanks for your generous treatment of us in this affair.

(9)Allow us to thank you for the kindness extended to us.

(10)We are very sensible of your friendly services on our behalf,for which please accept our sincere thanks.

回函迟误,请见谅:

(1)Please excuse my late reply to your very friendly letter of March 1.

(2)I hope you will forgive me for not having written you for so long.

(3)I hope you will excuse me for not having replied to you until today.

(4)I humbly apologize to you for my delay in answering your kind letter of May 5.

(5)I have to(must)apologize you for not answering your letter in time.

我们将随时为您服务:

(1)We assure you of our best services at all times.

(2)We shall spare no efforts in endeavouring to be of service to you.

(3)We shall be pleased to be of service to you at all times.

为贵公司带来不便,特此致歉,并请原谅:

(1)We hope you will pardon us for troubling you.

(2)We regret the trouble we are causing you.

(3)I regret the trouble it caused you.

(4)We trust you will excuse us for this inconvenience.

(5)We wish to crave your kind forbearance for this trouble.

(6)We solicit your forbearance for such an annoyance.

(7)Kindly excuse me for troubling you in this matter.

对此错误,谨致歉意,务请原谅:

(1)Please excuse this clerical error.

(2)We tender you our apology for the inconvenience this error may have caused you.

(3)We request you to accept our regret for the error of our clerk.

(4)We greatly regret that we have caused you such an inconvenience.

(5)We wish to express our regret for the annoyance this mistake has caused you.

(6)We frankly admit we were at fault and we are anxious to repair the consequences.

恳请贵公司支持惠顾:

(1)We solicit a continuance of your valued favour.

(2)We solicit a continuance of your confidence and support.

(3)We hope we may receive your further favour.

(4)We hope to receive a continuance of your kind patronage.

(5)We request you to favour us with a continuance of your kind support.

(6)We solicit a continuance of your kind patronage.

若有机会本公司也愿提供类似服务:

(1)It would give us great pleasure to render you a similar service should an opportunity occur.

(2)We wish to reciprocate the goodwill.

(3)We shall on a similar occasion be pleased to reciprocate.

(4)We hope to be able to reciprocate your good offices on a similar occasion.

(5)We are always ready to render you such of similar services.

(6)We shall at all times be willing to reciprocate such of similar favour.

(7)We shall be happy to have an opportunity of reciprocating to you on a similar occasion.


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