在与客户沟通过程中，怎么拿捏他的内心想法？

盈创经纬文化

2023-02-24

导读：业务员一定要学会了解客户的心里想法，拿准客户的关切点，妥善处理好客户的关切所在，才能顺利将业务向前推进。所

精准开发与深入沟通：外贸客户跟进的制胜法宝

理解客户需求，解决潜在关切点

业务员必须学会了解客户的真实想法，妥善处理客户的显性和隐性关切点，这是推进业务的关键。

建议业务员收到客户邮件后至少阅读两遍，确保完全理解其意图后再撰写回复。写好后还需再次比对客户邮件，确认是否已妥善回应所有问题，并润色修改后发送。

不仅要关注客户明确表达的内容，还需思考“客户为什么问这个问题？”很多时候，未言明的顾虑比显性问题更重要。

现实中的误区及正确策略

现实中，许多业务员只顾自我推销，忽视客户真正的需求。这种做法往往导致邮件内容与客户期望脱节，难以达成合作。

当开发或跟进过程中遇到瓶颈时，通常是因为客户内心的关切点尚未被妥善解决。此时最重要的是通过巧妙提问，挖掘客户的真实想法，而非盲目说服。

案例解析：如何有效探寻客户关切点

以下是一个实际案例：

Dear Vicki,

Yes, we liked your products very much and will contact you, once we have the order for you.

Best regards,
Stephanie

面对这类模糊回复，优秀业务员会进一步追问，如下：

Dear Stephanie,

Thanks a lot for your interest in our products.

I do not mean to push you, just try to understand a little more about your situation.

When you say "Yes, we liked your products very much and will contact you, once we have the order for you.", do you mean you are interested to add our products into your line, yet right now it is still not on your schedule?

What stops you from setting a trial order now? Are there any concerns?

I would very much appreciate your reply, so we will know how we can help you more.

Best regards,
Vicki

通过精准提问，可以有效找到客户的隐性需求，从而提供更有针对性的解决方案。

避免预设答案，倾听客户声音

以下是另一个案例，客户的反馈邮件：

Dear Judy,

For the quality and finish of the bags I am sorry but the price are too high. My target prices of 8-11 USD are based after including hardware and packing details.

I don’t believe we can work together.

Dear Judy,

The problem is the bags are already not what we would work with so I need to make many changes to improve and then the price will not work.

Thanks

业务员的回复却仅聚焦于价格谈判：

Dear Anandie,

Could you please let us know the styles that you will make the changes?

Then we will check with our cost dept and see whether we can meet your price range. Thanks.

Well, we also have our customers, which prices were also in your price range. And we still keep the cooperation till now.

So I mean we can meet your price range and we really want to cooperate with you. Thanks.

Looking forward to your reply.

Best Regards,
Judy

点评：业务员未能关注到客户对质量的不满，将焦点错误地放在了价格上，最终未能继续获得客户回复。

总结客户的三层含义：