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  • 0 楼#

    外贸阴阳鱼

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    关于价格谈判,有业务员说,看你讲的原则也能理解,可具体操作的时候,又不知如何做了。今天正好有网友让我帮忙看下邮件,征得她的同意,我就试着用这个实际邮件案例,来近距离的展示一下,这些谈判原则吧。希望对大家有所帮助。
    为了方便大家的阅读,我先给出修改前后,修改后的邮件,然后在做点评。如果不需要看邮件全文的,可以直接跳过去看点评。
    这封邮件的大致背景,就是给客户报了价格后,客户觉得她的价格比别人家的高。要求降价。

    修改前的邮件全文:
     
    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.
     
    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
     
    修改后的邮件全文:
     
    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. J
     
    Please give me the quantities & styles, so I will work out a best price for you fast.
     
    Best regards,
    XXXX
     
     
    点评:
    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,但他是一种风度。是专业精神的一种体现。以理解也更能换得理解。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。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,处处朝好处想,做的决定,自然也对我们有利。这样一种恐惧,也给客户可乘之机,觉得可以操纵你的这种恐惧感。
     
    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.
    这句话想说你的质量好,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)  不要守着客户诋毁竞争对手 2)不要下武断的结论。
    别人价格低未必就是质量不好。这个需要有证据才能说。另外,这样的诋毁对手,会容易让客户反感,他会逆反去想。
     
    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.
    这个地方不知道你同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,好比较价格。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. J
    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,你好能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。可以有效地提高回复率。


    客户说要跟别人合作了,你怎么回复?-阴阳鱼实操案例直播,更新至9月30日
    http://waimaoquan.alibaba.com/bbs/read-htm-tid-1845984-fid-79.html


    客户说你价格高吗?--看阴阳鱼怎么跟客户周旋
    http://waimaoquan.alibaba.com/bbs/read-htm-tid-1833852-fid-79.html
     
    阴阳鱼手把手教你如何同客户搞价—--邮件实战案例  http://waimaoquan.alibaba.com/bbs/read-htm-tid-1833864-fid-79.html
     
    给客户一个理由回复你--阴阳鱼再谈开发信 http://waimaoquan.alibaba.com/bbs/read-htm-tid-1706131-fid-79.html
     
    不要让快到手的订单跑了--如何管理你的销售机会?http://waimaoquan.alibaba.com/bbs/read-htm-tid-1706122-fid-79.html
     
    关于谈判给新手的一点建议
    http://waimaoquan.alibaba.com/bbs/read-htm-tid-1443823-fid-79.html
     
    阴阳鱼教你如何处理客户投诉问题--有案例? http://waimaoquan.alibaba.com/bbs/read-htm-tid-1443449-fid-79.html
     
    业务员&外贸SOHO的几重境界: 你在第几重? http://waimaoquan.alibaba.com/bbs/read-htm-tid-1442574-fid-79.html
     
    开发信模板汇 http://waimaoquan.alibaba.com/bbs/read-htm-tid-1426742-fid-79.html
     
    20年老鸟阴阳鱼修改的开发信 http://waimaoquan.alibaba.com/bbs/read-htm-tid-1426223-fid-79.html
     
    20年老鸟阴阳鱼教你写好开发信 http://waimaoquan.alibaba.com/bbs/read-htm-tid-1426222-fid-79.html
     
    20鸟外贸老鸟告诉你,怎么快速让你的销售业绩翻倍?http://waimaoquan.alibaba.com/bbs/read-htm-tid-1426066-fid-79.html
     
    连载: 开单记--更新至30集(20年老鸟分享,小说体外贸培训课,让你迅速从新手到高手)http://waimaoquan.alibaba.com/bbs/read-htm-tid-1426064-fid-107.html

  • 1 楼#

    Alan Qu

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    谢谢分享

  • 2 楼#

    沟通无限

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    哈不愧是鱼兄,分析得真好

  • 3 楼#

    cn200057324

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    分析的真好,学习了!

  • 4 楼#

    非拉铁非

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    干货,值得学习,努力应用到实际的谈判中

  • 5 楼#

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    赞!学习了~~~~~~~~~~~~~~~~~~~~~~

  • 6 楼#

    秀 秀

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    太棒了

  • 7 楼#

    cn203968004

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    修改后的确好很多,我先收藏起来了

  • 8 楼#

    ADP-Tina

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    学习了

  • 9 楼#

    linkcsh

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    good good

  • 10 楼#

    cn1511651577

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    这么境界何时能达到,一直觉得自己回复客户的语气有问题。

  • 11 楼#

    cn1000656305

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    高大上,学习了 赞赞赞赞

  • 12 楼#

    cgs_daisygzc

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    值得借鉴 感谢分享

  • 13 楼#

    cn1000580478

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    的确是很好
    细节很大程度上影响着局面,
    受用,
    收藏,
    谢谢分享。

  • 14 楼#

    canbao5679

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    恩,说的很对。以前针对客户砍价的时候,我只做到了不去贬低竞争对手,其他方面有待改进~

  • 15 楼#

    Emily.Xinghe

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    32个赞、、、、、、、、

  • 16 楼#

    cn1001501231

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    很喜欢看楼主的帖子,总能学到好多东西

  • 17 楼#

    cn1000372935

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    赞,学习了!收录一下

  • 18 楼#

    Danielle Lau

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    有学到东西,32个赞

  • 19 楼#

    cn1016184588

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    大赞一个,沙发沙发,学习了



  • 关于价格谈判,有业务员说,看你讲的原则也能理解,可具体操作的时候,又不知如何做了。今天正好有网友让我帮忙看下邮件,征得她的同意,我就试着用这个实际邮件案例,来近距离的展示一下,这些谈判原则吧。希望对大家有所帮助。
    为了方便大家的阅读,我先给出修改前后,修改后的邮件,然后在做点评。如果不需要看邮件全文的,可以直接跳过去看点评。
    这封邮件的大致背景,就是给客户报了价格后,客户觉得她的价格比别人家的高。要求降价。

    修改前的邮件全文:
     
    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.
     
    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
     
    修改后的邮件全文:
     
    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. J
     
    Please give me the quantities & styles, so I will work out a best price for you fast.
     
    Best regards,
    XXXX
     
     
    点评:
    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,但他是一种风度。是专业精神的一种体现。以理解也更能换得理解。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。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,处处朝好处想,做的决定,自然也对我们有利。这样一种恐惧,也给客户可乘之机,觉得可以操纵你的这种恐惧感。
     
    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.
    这句话想说你的质量好,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)  不要守着客户诋毁竞争对手 2)不要下武断的结论。
    别人价格低未必就是质量不好。这个需要有证据才能说。另外,这样的诋毁对手,会容易让客户反感,他会逆反去想。
     
    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.
    这个地方不知道你同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,好比较价格。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. J
    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,你好能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。可以有效地提高回复率。


    客户说要跟别人合作了,你怎么回复?-阴阳鱼实操案例直播,更新至9月30日
    http://waimaoquan.alibaba.com/bbs/read-htm-tid-1845984-fid-79.html


    客户说你价格高吗?--看阴阳鱼怎么跟客户周旋
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    阴阳鱼手把手教你如何同客户搞价—--邮件实战案例  http://waimaoquan.alibaba.com/bbs/read-htm-tid-1833864-fid-79.html
     
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    http://waimaoquan.alibaba.com/bbs/read-htm-tid-1443823-fid-79.html
     
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    连载: 开单记--更新至30集(20年老鸟分享,小说体外贸培训课,让你迅速从新手到高手)http://waimaoquan.alibaba.com/bbs/read-htm-tid-1426064-fid-107.html



  • 谢谢分享



  • 哈不愧是鱼兄,分析得真好



  • 分析的真好,学习了!



  • 干货,值得学习,努力应用到实际的谈判中



  • 赞!学习了~~~~~~~~~~~~~~~~~~~~~~



  • 太棒了



  • 修改后的确好很多,我先收藏起来了



  • 学习了



  • good good



  • 这么境界何时能达到,一直觉得自己回复客户的语气有问题。



  • 高大上,学习了 赞赞赞赞



  • 值得借鉴 感谢分享



  • 的确是很好
    细节很大程度上影响着局面,
    受用,
    收藏,
    谢谢分享。



  • 恩,说的很对。以前针对客户砍价的时候,我只做到了不去贬低竞争对手,其他方面有待改进~



  • 32个赞、、、、、、、、



  • 很喜欢看楼主的帖子,总能学到好多东西



  • 赞,学习了!收录一下



  • 有学到东西,32个赞



  • 大赞一个,沙发沙发,学习了


166 回复

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