外贸充电站
【建站扶持计划】 
困扰很多外贸业务员的一个问题就是价格谈判。
报了价格，客户嫌高，说别人的价格比你低，或者就不回复你了。对于这样的问题，我们也曾经进行过分享：国外客户反复要求降价怎么办？附解题思路方法。
那么如果你的产品价格对比同行确实没有优势的时候怎么办？
我没有可以立即让你“扭转乾坤”的“灵丹妙药”，只能说一说我自己的经历，希望你能有所领悟。
我的产品定位价格是国内的各个厂家里最高的，价格比一般的厂家高出20-30%，比小厂家可能要高出50%还多。价格报出去，大多数客户都回信说我们的价格比同行高出很多，我学习过很多销售资料，告诉我们的一个关键词都是“强调价值”。
于是，我首先坦然承认我们价格确实比同行高。这点往往有点出乎客户的意料，也展现了我对自己产品的自信。
同时，使出浑身解数，跟客户解释我的质量好，以及列论证清晰的告诉客户虽然直观上客户付了更高的价格购买产品，但是实际上又如何能给客户节约成本和降低风险等。这样的应对方法会收到一定的效果，但说实话，搁浅的客户还是很多。
后来，我就思考一个问题，我的产品卖向全世界各个国家，而有些国家的收入水平确实比较低，客户对于价格敏感度很高，他们确实就是看重价格，同时质量要求也比较低。这个也不是他们自己的原因，而是市场如此，如果价格上不能满足，他就很不客气的和你bye-bye了。
Dear Pina,
Glad to hear from you~
We really don't want to lose a good customer like you, so the price i quotated is lower than our general quotation.
and pls believe that the price is more competitive in our line of mirror.
What's more, the mirror frames you selected are very popular for good quality in Europe,like Ireland, England,Germany, Italy and so on. And we have received their repeat order.
If other suppliers supplied you the lower price than us, then according to my experience, i'm sure the quality cannot be same as ours, pls believe the quality of our product compeletly conform to the Quality Standard of Europe.
You know ,the price can be negotiable depend on order quantity, delivery time, package and payment, etc. Normally,The 40HQ' container can be put 5-7 styles of mirror frames, if the order quantity is enough, and you select 1-2 styles of mirror in one container, then i'll negotiate with my boss ,to give you some discounts. How do you think so?
Can i have your ideas or requests about our products? if you give me the order quantity of every style of mirror, i'll quote the better price for you asap.
Look forward to your kind reply~
Much thanks and best regards,
XXXX
Dear Pina,
Thanks a lot for email, and I fully understand your situation.
I really treasure you much as a very valuable customer. So I have applied hard from our boss for a most special price for you. Meantime，please rest assure that our superior quality will make your customers very satisfied. We may give reference to you for our satisfied customers scattered all over Europe like Ireland, Englang, Germany, Italy…
Regarding your request for a better price, I fully understand that it will be very helpful for you to sell faster in your market. We certainly will make our best to support you. I’ve just talked with our boss, he asked, whether you can order 1-2 styles and make one container?
This will be very helpful for us to reduce the production costs on our side.
Certainly, we will respect your decision, as you are expert on your market, and our final goal together is to move more products to your consumers.
Please give me the quantities & styles, so I will work out a best price for you fast.
Best regards,
XXXX
Dear Pina,
Glad to hear from you~
从本邮件基本可以判断出来，客户的上封邮件应该是说你的价格比别人高。所以这个开头，就有点不够明确。可以考虑这样写：
Thanks a lot for email, and I fully understand your situation.
我们要养成一个习惯，就是对于再大的争议，都首先要表示理解客户的立场。理解不代表同意和支持，但它是一种风度，是专业精神的一种体现，你的理解也更能换得客户的理解。
我们在谈判的过程中，非常需要win-win的精神，而不是win-lose的对立感觉。我经常强调，业务员在同客户谈判和交涉的时候，一定要有shoulder-by-shoulder的肩并肩的合作感觉，而不是tooth-to-tooth的针锋相对的对抗感觉。一句理解，可以化解掉客户的对抗的感觉，能够更容易听得进你的话。
We really don't want to lose a good customer like you, so the price i quotated is lower than our general quotation.
and pls believe that the price is more competitive in our line of mirror.
意思可以理解，但给人的感觉有点负面。业务员措辞要选用积极的词，把客户朝积极的状态去引导和暗示。比如lose，就是一个负面的词，有一种冰冷的恐惧的感觉。这句话的感觉，还是自我为中心的，因为你担心失去我这个客户，所以才报价比常规低。这种负面的词，往往引起客户的负面的情绪，我们业务员的战场在哪里？是在客户的大脑里。让客户保持愉悦的性情，处处朝着好处想，那他做的决定自然也对我们有利。
这么改一下试试：
I really treasure you much as a very valuable customer. So I have applied hard from our boss for a most special price for you.
这样写的不同在于，第一展示了你的诚意，很尊重和重视他，同时，也给他了特别的对待。还包含了，你已经很努力同老板申请特别的价格，所以客户不要再预期还有很大的空间。
另外，完全没有对抗的感觉。感觉上也是积极的，温暖的，努力的。
What's more, the mirror frames you selected are very popular for good quality in Europe,like Ireland, England,Germany, Italy and so on. And we have received their repeat order.
这句话你想表达的是你的质量好，在欧洲有很多客户，给客户打气吗？可以更直接点说。
Meantime，please rest assure that our superior quality will make your customers very satisfied. We may give reference to you for our satisfied customers scattered all over Europe like Ireland, Englang, Germany, Italy…
当我们要打动客户的时候，可以用一些非常positive的词语，引起客户强烈的情感。比如rest assure, superior, satisfied, reference, all over等，就让你句子的力道增加很多。
If other suppliers supplied you the lower price than us, then according to my experience, i'm sure the quality cannot be same as ours, pls believe the quality of our product compeletly conform to the Quality Standard of Europe.
1. 不要诋毁竞争对手
2. 不要下武断的结论
别人价格低未必就是质量不好，这个需要有论据才能说。另外，这样的诋毁对手，会容易让客户反感，他会逆反心理去想，去看待你。
可以试试这样写：
I totally understand that you might have other offers as well, which might be good ones. I do not want say anything bad on a competitor; however, I want to prove to you, that we are a most reliable one in terms of quality, capability, and service.
这个地方不知道你和竞争对手相比的优势在什么地方，遇到这种情况，我们的原则是不要诋毁对手，而是要巧妙地突出自己的长处（往往是对手的短处）。虽然没有直接通竞争对手对比，但实际上客户自己心里已经对比了。
实际上，这段话最好不要。
因为让客户想起竞争对手，就是不对的。会引导客户去调查其他对手的价格，或者延缓同你的谈判，来比较价格，造成夜长梦多，出现意外情况。
You know ,the price can be negotiable depend on order quantity, delivery time, package and payment, etc. Normally,The 40HQ' container can be put 5-7 styles of mirror frames, if the order quantity is enough, and you select 1-2 styles of mirror in one container, then i'll negotiate with my boss ,to give you some discounts. How do you think so?
这个地方看似是想做个让步，同时争取客户的数量更集中。
Regarding your request for a better price, I fully understand that it will be very helpful for you to sell faster in your market. We certainly will make our best to support you. I’ve just talked with our boss, he asked, whether you can order 1-2 styles and make one container?
This will be very helpful for us to reduce the production costs on our side.
Certainly, we will respect your decision, as you are expert on your market, and our final goal together is to move more products to your consumers.
展现一下，什么叫shoulder-by-shoulder的感觉。就是很替对方着想，点明共同的利益。
该请求对方帮助的地方也提出来，非常的co-operative 和 considerate. 同时，我们要体谅，缩减到1-2款，工厂是可以把麻烦降低了，可对于客户，是否能满足市场的需求呢？这个是由市场决定的，不是由客户决定的，供应商应该要给予理解和支持。
Can i have your ideas or requests about our products? if you give me the order quantity of every style of mirror, i'll quote the better price for you asap.
Look forward to your kind reply~
这句Can i have your ideas or requests about our products?在这个谈判的场合有点naïve.客户如果不认同你的产品，就不会同你谈到这个程度了。本邮件的目的是说服客户把款式集中到1-2个款式上，你好给客户一个最低价格。
最后结尾可以这样写：
Please give me the quantities & styles, so I will work out a best price for you fast.
围绕着上述的目的，接下来我们希望客户如何做，就可以推动事情往前走了呢？不就是选1-2个款式，告诉你数量吗？这样一个祈使句，敦促客户采取行动，马上给你数量和款式。
同时，你在态度上给客户一个很配合的积极的信号。结尾用祈使句，让客户明确知道，下一步要如何做，可以有效的提高回复率。
客户的讨价还价，其实是一种说服的艺术。
就如我曾经分享过的一位老客户以别人价格比我们低要求降价，并且威胁不降价就换工厂时，我们没有妥协而是选择和客户并肩作战、携手开拓市场以提升销量，巧妙的化解了危机的同时也为我们自己赢得了新的机会。
总之在整个客户跟进沟通的过程中，除了在战略上要运用适宜的战术和技巧以外，把握每一个微小的细节也格外重要。
最后一句话总结，请一定要记住：客户跟进谈判—攻城为下，攻心为上！
