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外贸问题之如何应对客户“你的价格太高了”

2024-12-15跨境常识
在外贸询判和业务谈判中,价格问题是不可避免的话题。许多客户在谈论价格时常会说一句“Your price is much more expensive than other suppliers.”。对于经验丰富的业务员来说,这种情况并不陌生,但对于新人而言,可能需要一些技巧来应对这一常见的挑战。

  在外贸询判和业务谈判中,价格问题是不可避免的话题。许多客户在谈论价格时常会说一句“Your price is much more expensive than other suppliers.”。对于经验丰富的业务员来说,这种情况并不陌生,但对于新人而言,可能需要一些技巧来应对这一常见的挑战。

  判断客户的质量和意向度

  筛选客户是至关重要的。这一过程对于业务员来说尤为重要,因为我们需要将有限的时间和精力投入到最有潜力的客户身上。那么,如何才能有效地筛选客户呢?

  需要明确产品的市场定位和目标客户群体。例如:你的产品主要面向哪个市场?客户群体是批发商、零售商还是分销商?你的重点是追求利润、关注付款方式,还是看重订单数量?只有明确了这些问题,才能找到与你产品相匹配的客户类型。

  如果这些基本信息都不清楚,那么与客户进行有效谈判将变得非常困难。

  追问客户

  当客户说“Your price is too high.”时,不要急于解释你的产品有多么优秀、服务有多么出色。在没有实际合作之前,这些话对客户来说可能显得空洞无力。很多经验丰富的采购商已经听腻了这些话。相反,不妨直接追问客户“How much higher?”,再根据客户的具体回复进行回应。

  应对高价反馈的三种策略

  询问具体情况/细节: 例如,可以问“How high is my price, exactly?”、“At what price would you be willing to order?”、“If we can match that price for you, will you be happy to place your order with us today?”。客户回答得越模糊,越可能只是为了压价。对于这类客户,可以适当找一些借口和台阶适当降低一些价格,即便价格没有降到客户的心理价位,如果产品合适客户依旧会下订单。

  引导到其他话题: 例如,问“Is there anything besides price holding you back?”、“How about your payment terms?”。通过引导,让客户表达内心的想法,再根据此进行回复。

  提供替代方案: 如果已经降到底价,客户还是不接受,可以通过修改材质、包装等方式降低价格,或者推荐其他同类型产品,并询问客户意见。如果客户一直犹豫,很大可能并不是价格导致客户不下单,可能有其他担忧需要解决,这时着重关注其担忧,表示理解并给予解决方案就好了。

  建立信任,提供价值

  在外贸谈判中,建立信任和提供价值同样重要。以下是一封可以直接使用的邮件模板:

  Subject: Exploring the Full Value We Offer

  Dear,

  I understand that price is a significant consideration for you, as it is for many of our clients when they first reach out to us. While cost is undeniably important, I believe we can both agree that it is not the sole factor in making a sound business decision.

  Our competitive pricing is just one aspect of what we offer. Alongside this, we pride ourselves on delivering exceptional customer service, maintaining rigorous quality control standards, and providing flexibility in our cooperation. Choosing a supplier with lower prices might seem appealing initially, but it often comes with trade-offs that can lead to issues down the line.

  By investing a bit more with us, you gain peace of mind, knowing that you are partnering with a reliable and dedicated team that prioritizes your needs and satisfaction.

  I hope this perspective resonates with you. I look forward to discussing how we can provide the best value for your investment.

  Best regards

  结论

  在外贸谈判中,价格问题是一个无法绕开的议题。面对客户的价格反馈,保持冷静并应用适当的策略至关重要。通过有效地筛选客户、深入了解客户需求,并提供真正的价值,能够建立长久的合作关系,赢得客户的信任。

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