客户说价格贵了,你该如何应对

2022-12-16|62次阅读|开发技巧

讨价还价是客户与外贸员之间谈判必经的一个阶段。每次的讨价还价,都是一次心理的博弈。



既然是心理博弈就要讲究个攻心,如果硬碰硬只会落得个两败俱伤。那要如何应对客户的讨价还价呢?今天小编就分享两个案例来带大家看一下。
 
案例一:报价后客户嫌贵
Sales在一家生产罐头的工厂做销售,最近她收到了一个印度客户的询盘,前期聊的还不错。通过海关数据了解到,目标客户每次的订单量和订货频率都是比较稳定的。并且他们的产品多销往欧美地区,在当地有一定的实力。
 
在经过2个多月的跟进,期间也有寄过样品。近期询问铝质罐的价格,收到邮件后我是这样回复的:
Hi XXX,

500ml screw thread aluminum container - size 85*100*0.4mm

With1 color silk screen print, EXW unit price is $ 0.85 ea based on qty 10,000pcs

Counter sample (with required print) charge $ 150 – refundable

Sampling 7 days. Production lead time 25 days.

Wait for your further feedback.
 
客户回复:
Hi Sales,

Am getting about the same price from my current supplier with an MOQ of 5000.
 
从他这个回复中,我们可以分析出他是接受我们的这个报价的,但他还是习惯的先进行砍价,了解一下我们是否还有降价的可能。
 
这种还算是比较温柔的砍价方式,有些直接的会把别人工厂的报价单发给我们,然后告诉我们别人的价格有多低,从而压低我们的价格。当然这种报价单大多都是客户自己填的,为了压价用的。
 
我是这样回复的:
Hi XXX,

MOQ can start from 5000pcs.  

As a trader, if we can match price that you're getting from a manufacturer then we can be a lot more competitive in the long run. Also we are not limited to buying or offering from one factory.

Our ultimate goal is to be a partner to our clients and not just another supplier. Please advise.
 
像这种同质化比较严重的产品,在保证自身利益的前提下,从长远看适当的让利不失为一种智慧的表现。因为客户有稳点的订货量和订货频率,只要能争取到后续的合作对我们来说是这点让利完全是可以接受的。
 
案例二:老客户还价
Jessi是我一个合作两年的客户,基本每个季度都会下单,并且数量也都相当可观。虽然合作了这么多年,但每次都会在价格上僵持很长时间。


 
比如这单8w美金的订单:
Dear XXX,

Didn't see any discount for your loyal customer. I can read additional cents all over the prices. So please I don't need to ask for it every time. This time I need a very good overall discount to finalize this issue.
 
因为原材料上涨,这笔订单的价格确实要比之前的要高一些,但也没很过分。然后就收到了上面这样一封客户邮件。
 
其实我是很理解客户心情的,因为对于长期合作的客户来说,他们想要的是省心放心。但原材料上涨这种合理的涨价理由,即便是老客户我们也是不能让步的。因此我采用了迂回的方法回复他:

Having carefully examined every product we ordered, much to our regret, we cannot make any concessions on the current offer.
 
We can assure you that we keep strict control on the whole production and the price quoted reflects the good quality of the products.  
 
In view of our good business relationship, we offer you 200PCS posters with assorted designs for free. The design charges are free as well.
 
客户回复:
First of all, thank you for all the effort you are doing for us. There is no doubt at all on the effort you are doing, but what I meant from my E-mail to negotiate the factory more to let us save more money on marketing .
 
最后客户也同意了我的提议,并没有降价就出货了。
 
销售本就是一个解决客户疑虑、传递价值的过程,除了产品本身的价值,我们还要丰富自己的专业知识和谈判技巧,让自己成为在产品基础上的附加值,进而创造价值。


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