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外贸报价技巧-讨价还价

本来,是在(外贸报价技巧)一个帖子要发掉的,但是字数超限了,只好割开来发。
既然这样,我们就来就讨价还价专门做个分析。这也是很多朋友都很关心的问题!

讨价还价,作为卖家,你得有个基本原则:
不要轻易完全满足客户的折扣要求。要让客户感觉你每一点价格让步都是件很痛苦的事。
下面,简单列举一些情形下的议价应对方案:

1)价格太高或者要一定的折扣

A)Hi, Tom, considering the baby car, your price is 40% higher than others, can you give us a big discount?

B)We are ready to place order if you can make 8% discount for us.
首先,要表明Our products are different from others.简单而针对性的谈谈自己产品或者服务等方面的独特优势。然后

第一步,我的权限2%,另外可以接受20%定金,希望你能接受和理解! 看客人怎么反应?

第二步,我尽力帮你到经理那去申请,最后经理答应3%,但是定金要40%。 看客人怎么反应?

第三步,要不,您愿意直接跟我经理沟通吗?他联系方是******* 或者我们经理说了最大的让步4%,你真厉害,据我所知,这个是我们公司目前为止做出的最大折扣,但是您定单数量需要增加到200pcs/item.
其实这个过程真的需要灵活应对,其实没有一个固定方式,您的一切都要感觉具体情况来定,在此,只是一个特定场合的例子。

下面是我与一个意大利客商的交流过程,发在这里供大家参考:

John: Mike, look, your price is interesting…

Mike: Hi,John, you are right, we always supply high quality & best offer.

John: Well, but i need change the handle to brass…

Mike:It is no problem, but pric some different.

John: How much differences?

Mike: Let me check, just hold on for minutes… USD5 higher, MOQ 120 pcs.

John:Come on, Mike, are you joking? For other suppliers, for this modification, only USD3 added.

Mike: John, you know we never offer price unreasonable,look,for our quality, normally USD66 you get, but we offer you only USD61, so you may check,totally you save USD69-USD66=USD3 per pcs. What’s more…

John: Come on, Mike,I also wanna support you to expand your market, but need the best price…you know the bad situation since 2008…

Mike: Dear John,the price is already very very competitive in Italy. And we use brass for Pb free, and we supply you ROHS, and Reach report…while Others can not supply. And if you like, we can send you sample for valuation first, you may compare our products with others.

John: that is perfect, if you can supply Rohs and Reach. Sounds good to get sample first, but we have no time, i need the goods in two month,anyway, could you accept USD3 added? Consider it, pls. And this is only a trail order.

Mike: John, you know, for myself, I really want to help you with the price, but…Anyway, Hold on, pls, let me call my boss for a confirmation…Hi, John, are you here?

John: Yes, yes, any news?

Mike: My boss could agree the price, but MOQ must be 300pcs.

John: WOW, Mike, your boss is big boss,he wants be bigger one night again (:. I can not order 300pcs this time.

Mike: Ah ah! But the price is really low, the quantity need to be increased some way, please. I help you to get the price, now it is your turn to help get bigger quantity,my friend, come on…

John: Ok,we can accept at most 200pcs this time, for future, 300pcs no prblem, even more.

Mike: John,if price 65, quantity 200, the advance payment should be 50%, or you know, It is toooooo hard to pass my boss…

John: you are Crazy, Mike, we always pay 30% advance payment.

Mike: I am not crazy,John,listen, you win the price, you win the MOQ, but for advance payment, kindly let me win, ok? As you know, the exchange rate is too bad for us, since USD lose value day by day here. Just help us lose less from this, please!

John: hmmm, ok, we accept.

Mike: Thank U,John,Let’s Cheers!

John: Cheers!

Mike: Let me reconfirm: 200 pcs baby car, with brass handle at USD65, shipped befor Aug 25th, right?

John: totally correct.

Mike: Just a minute, the PI will be prepared for you, please confirm by return today! So that the mass production could be arranged at once.

John: Sure,I’ll confirm soon.

Mike: Come on, John,Not “Soon”, but today must be finished. As you know, it is a hot season now,and August, we have holidays too. Most important, you could not delay your shipment. And together the contatiner, we will also send some cartoon card of Bear for your promotion!

John: Bear cartoon card, it is free?

Mike: Sure, obviously it’s free. And check the PI, please, you’v got in your email box.

John: Free Bear Card? That’s perfect, thank you, Mike, I appreciate for your kind help.

Mike:Hi, you will have more surprises in our future cooperation, my friend, but now, confirm the PI by return and arrange the advance payment at least next monday.

John: Ok, no problem. Confirm,pls, latest shipment Aug 25th.

Mike: Well noticed,the goods will be shipped on Aug20th-25th, we will try to make it happen on Aug 20th. Do not worry,
and don’t hesitate, sign it the PIright now pls.

John: Of course,I will… Pls pay more attention to the quality and ETD. Thank you!

Mike: Count on me, pls.

John: Thank U.

Mike: U R wlcom. Bye for now.

John:Nice to talk with U, bye.

大家从上面的对话中,仔细体味吧,通篇对话,几乎没有生词吧?讨价过程有点艰难吧?

其实,女生应该对议价更有体会,比如你们你买衣服,你看衣服本来是80的,老板可能跟你要280,你还价180的话,他肯定还说不行,

要亏了,要亏了,你要诚心要的话230,呵呵。说半天,老板最后可能装做很痛苦的最后答应跟你200成交。

有时候老外跟你说 you price is 50% higher than others, 这个时候只有两种情况:

A:老外不了解中国行情,怕你杀他,所以故意这样说,甚至对比的产品可能不一样,别人给个图片一样,但实质上鬼知道质量跟你产品是否在一个档次的。

B:这个老外是个老油条,生意精,中国通。你看,那衣服老板要280的话,你直接砍价50%,140的话,最后说来说去,搞半天成交的话,可能价格就是180成交,你可能少付至少20块。明白了吗?

再来看下面情形的寻价:

2)We are interested in your products and pls send us your catalog with price list!
其实有很多这样的客人,有一部分纯粹是吃饱了饭撑的。另一部分是杂货商,他们平时采购的东西很多很杂,没有时间一类一类去询价,通常会漫天要报价单,然后再考虑并选择供应商,这一类通常都是小客人,甚至一些很小很小的零售商。
我个人认为,对这样的寻盘,回还是要回的,怎么说也是个机会。回复了不一定有效果,不回就肯定没戏!虽然说写邮件要掌握技巧,但是勤奋还是需要的,在你保证一定数量的回复后,根据概率原则,总会有鱼进你的网里的,无非根据个人能力和运气,数量多少罢了。
我觉得遇到这类邮件,不要一次把全部的price list发出去,当然,catalogue可以发,而且越多越好,你做样本不就为了给客人看么,越多客人看,你自然机会越大。电子样本尽量用pdf格式,控制在1M以内,客人比较容易打开。至于价格嘛,可以挑几款你们卖得最好的产品先试着报个虚价,然后告诉客人,如果有兴趣或者需要其它产品的报价,你会接着给他报,然后就等人回音了.

3)识破客户的投石问路。
报价与还价,就是个斗智斗勇的过程。和商场挑衣服或阿姨菜场买菜一样,国际贸易商也会玩各种花招。比如一种常见的情形:一个初次合作客商,你知道他是行业中的老手。可是第一次询盘的时候,他选的却是一些很常规的产品甚至过时的老款。这些产品他可以轻易地在几乎任何一个同行竞争者那里买到。而你们刚推出的很手好评的新款,他却不问,这其中的内情,多半是客户在投石问路,在试探。他真正想购买的是你的新款,但因为没有合作过,吃不准你报价的“水分”空间。于是乎用常规产品来探路——因为这些产品他非常熟悉底线价格,根据你的报价来衡量你有多“虚”。一些新手容易上当,根据常例附加利润报了出去。其实,老业务员都知道,外贸行业中,特别是那些外观及功能变化大的产品,老款式是没什么高利润希望的,报高了也没用,无成交可能。上当了反而被客户“套住”,知道你是新手,价格虚高,要么扭头找别人,要么在以后的询盘中狠狠杀价。所以一定要注意防范老外的投石问路。

好了,关于价格的问题,就谈这么多了,很累了哦,手都打麻木了,头都晕了,唯一希望的是对大家有所帮助,有不同想法的和建议的,欢迎朋友们多指正交流,让我们共同进步。

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