应对客户砍价的邮件
4)很多时候客户不是在真的拒绝,只是虚长声势
客户很多时候其实只是一种虚长声势,故意制造议价的僵局,想刺探你的反应。这是一场心理战,我们把利润设想为城池。你赢了,那么保住的是以后很长一段时间的安定。如果你稳不住输了,那么代价可能不止是一城一地,很可是今后不休止的割地求和。
已经记不清有多少次价格谈到最后,我价格坚决不再让步,客户对我说:
If that, we are afraid we will place order to other suppliers.
而我回复:
Based on our quality, our profit is very low. If we cut 0.70 USD/CTN, we cannot keep reasonable profit then order will be rejected by our financial dept. Because it's no meanning of accepting this order, it only makes our workers tired and occupy capital.
If we force ourselves to accept this order, we may have to bring down the quality to average our cost
So please kindly evaluate our price again. If it's really hard to work, we hope we can work with you for next order. Appreciate for your support.
最后客户还是自己找了台阶下,把订单下过来,如:We need shipment on time. If you assure you will make shipment on time, please send PI.
为什么明知道有些订单还有空间可以降价,我不降价呢,因为在大多数情况下,一个买家,当他跟你杀价两次以上时,其实他内心已经认可了你的产品和价格。这个时候他无非就是想多获得一些利好。如果你继续同意让步,是种很危险的行为。因为买家对你赚取正常利润他是无可厚非的,如果你一味降价,他只会觉得自己被宰。所以你告诉他,If we force ourselves to accept this order, we may have to bring down the quality to average our cost.他就害怕了。因为宁愿买贵一些,质量也不能差。否则买过去以后,客户会陷入无休止的客户投诉,经济和声誉都受损。
下面分享本人常用的开发信模板,觉得好就拿去。回帖是美德~
Dear Henry,
Glad to learn you're on the market of XXX products.
(先淡淡地提到得知客户卖某个产品。虚则实之,实则虚之。让客户搞不清到底是展会上你认识了他还是听同行介绍,回忆不起来你的身份。哦,是不是展会认识的那个SAM ? 这里什么 learn you from Alibaba / Google 之类的可以不提。客户对一些未接触过的人的邮件有时提不起兴趣看)
260 workers, 25000 ㎡ non-dust workshop, 12 years experience, 3 years' vendor of Wal-mart, ISO, CE & FDA certificated, one hour reach Wuhan port, this is how we keep superior quality and competitive offers for global valued customers. ( 简洁再简洁地体现公司实力,用数字说话,合作的知名客户侧面印证,获得的认证一个单词certificated 高度概括。靠近XX 港口,据此内行的客户分析靠近产业集中地,很可能是工厂。突出质量和价格。)
Our main products cover XXX,XXX,XXX,XXXX,XXXXX.. ( 简单介绍主要产品,不要写的过细,切中客户行业即好。)
If any product meed your demand, please contact us for further information.
( 有任何需要随时联系,提供更多信息资料。)
We're sure your any inquiry or requirement will get prompt attention.
( 一句话结束 )
Best regards,
Sam
例如发给意大利客户:
We specialize in this field for 12 years, with the strength of non woven thongs, which are superior quality with competitive price.
Italy market covers our 40% sales amount with 11 customers there swallowing approx. 4X40'HQ monthly, customers from SPA, beauty salon and supermakets.
这些从侧面说明你对市场了解,可信度高,供货面广。
这里面,主要还是考量客户的诚意和真实度。
一般来说,样品费和快递费根据成本大小,选择其一向客人收取。我以快递费为例。
首先,你要向客户解释,让客户能够理解为什么要收取快递费:
Last year, we send many samples on our account every week and month, our financial manager reported that it’s a very big cost caused by this. So now we are required to ask for customer’s courier account.
If we can reach an order, the courier cost will be deducted from the amount of total amount.
We know when a customer let us send samples, it means he has interest in the products or give a chance to supplier to evaluate whether can work with for potential order. I really hope to work with you as I believe you’re serious buyer, but I cannot go against our company policy.
Hope you can understand and thanks for your understanding & support !
有一定合作意向的客户会理解并同意给你快递账号或者快递费。有些强烈合作意向和诚意的客户甚至会主动给你快递账号,也许急着更换供应商,增加供应商,急着要货,或者他对你公司非常感兴趣。(可能是价格、质量、专业程度、信任度)。
因此愿意给你快递账号或者承担快递费,本身就说明客户有一定诚意。因此诚意在此起一个非常重要的衡量作用。
但是诚意不是我们考虑的唯一标准,不给快递账号或者不承担快递费用的客户,并不代表没有合作价值。
通常不愿意承担快递费用的回复有:
1)从来不给供应商快递账号或者快递费 We never give our courier account to any supplier.
2)公司规定,一律不承担快递费用 Our company policy that we do not afford the courier cost.
3)不废话,直接来一句 Thanks. 让你摸不着头脑
而不愿意承担快递费用的买家性质可能为:
1)不是真实的买家
2)对你的产品没有接触过但是有兴趣看看样品
3)已经有稳定的供应商,对更换或者添加供应商没有急切需求
4)某些大客户,处于强势地位,就是不愿给供应商快递账号或者快递费
因此,除了诚意,你还要看客户的真实度(是不是做这个行业的,是不是真实的买家,先收集客户的信息研究一下客户,客户专业吗,需求量是多少等)。这时候,对客户公司的信息收集和分析就显得尤为重要了。
而当你经过调查研究客户之后,基本可以筛选掉掉 1, 2类的客户。对于3, 4类客户,对方如果就是强硬态度不承担快递费,那就先不与之在快递费上纠缠,转而询问打探一些更多的信息,如具体采购数量有多少? 样品如果确认,多久可以下订单?(结合)
比如:
1)What’s your quantity for each order ?
2) If samples are ok, how long you can confirm and place order?
之后根据客户的回复进行考虑是否承担样品费。如果客户言辞肯定,不含糊其辞,且数量尚可。
OK ,我们自己承担一下快递费又何妨?
如果得不到肯定的答复,那么说明客户自己对采购计划都不清楚,这种情况下你就好好考虑值不值得出快递费了。