當(dāng)我們給出產(chǎn)品報(bào)價(jià)后，客戶(hù)往往不會(huì)立馬就接受，而是先來(lái)一番“討價(jià)還價(jià)”，爭(zhēng)取以更低的價(jià)格采購(gòu)優(yōu)質(zhì)的產(chǎn)品。面對(duì)這樣的情況，業(yè)務(wù)員該如何應(yīng)對(duì)才能既不損害自己的利益，又能爭(zhēng)取拿下這一訂單呢？今天我們來(lái)講講常見(jiàn)的客戶(hù)砍價(jià)手段，以及相應(yīng)的應(yīng)對(duì)辦法。
一、“Your price is too high.”
這是外貿(mào)人最常面對(duì)的“砍價(jià)信”——無(wú)論你提供了怎樣的報(bào)價(jià)、有多少優(yōu)惠，客戶(hù)都會(huì)說(shuō)：“你們定價(jià)太高了?！边@是采購(gòu)商購(gòu)買(mǎi)產(chǎn)品時(shí)的一種常見(jiàn)壓價(jià)手段，尤其是一些東南亞國(guó)家的客戶(hù)，非常喜歡用這樣的方式來(lái)“誘使”業(yè)務(wù)員為簽下訂單而不斷降低價(jià)格。
面對(duì)這樣“直白”的砍價(jià)，業(yè)務(wù)員不要一味地讓步來(lái)取悅對(duì)方，而是可以強(qiáng)調(diào)產(chǎn)品的質(zhì)量?jī)?yōu)勢(shì)，甚至可以告訴對(duì)方：“We have a large number of partners. If you don't buy it, we can also sell it to other buyers.”讓對(duì)方明白產(chǎn)品很“搶手”，我方不會(huì)輕易讓步。我們可以說(shuō)：
Examination confirmed that the quality of our products was up to specification.
Our product quality is the constant pursuit of details and perfect, so the cost is much higher than that of the peers.
In the choice of measurement attribute, enterprises need to consider the relationship between the cost and the earnings. So we cannot cut the prices too much.
當(dāng)客戶(hù)具體指出“我們最高不會(huì)花超過(guò)多少的錢(qián)”，通常情況下并不是向你亮明底線，而是希望你能降低價(jià)格。如果對(duì)方的報(bào)價(jià)超過(guò)了你的接受范圍，你不必向他妥協(xié)，而是可以假裝沒(méi)有聽(tīng)懂對(duì)方的“話(huà)中話(huà)”：
If you're ever in a situation where you need to buy it on a limited budget, you should give XXX a try.（推薦另一種售價(jià)低的產(chǎn)品）
If our quotation exceeds your budget, you can purchase in small quantities of our products first, and then place a large order.（推薦客戶(hù)少量采購(gòu)）
We will provide you with coupons and price reduction information. Could you reconsider it?（提供適量?jī)?yōu)惠來(lái)“穩(wěn)住”對(duì)方）
三、“What's the cost price of this product?”
當(dāng)客戶(hù)詢(xún)問(wèn)產(chǎn)品的成本價(jià)格，業(yè)務(wù)員不要“死板”地回復(fù)對(duì)方，因?yàn)橛薪?jīng)驗(yàn)的采購(gòu)商往往對(duì)于產(chǎn)品的成本價(jià)心里已經(jīng)有數(shù)，詢(xún)問(wèn)成本價(jià)格只是與你討價(jià)還價(jià)的“假動(dòng)作”。這時(shí)我們可以在說(shuō)明成本價(jià)后重點(diǎn)指出自家產(chǎn)品相對(duì)于其他廠家的優(yōu)勢(shì)，比如效率上或質(zhì)量上：
Compared with our competitors, our products adopt the world's top technology, and the quality can be guaranteed.
You can rest assured that we have adopted air transportation to save time and cost.
四、“If we can't reduce the price, I'll give the order to your competitor tomorrow.”
對(duì)方明確說(shuō)明：“如果你們不降價(jià)，我明天就去買(mǎi)別人家的了?！边@是利用時(shí)間壓力逼迫業(yè)務(wù)員降價(jià)的方式。業(yè)務(wù)員首先不要慌張，如果在承受范圍內(nèi)可以適當(dāng)降低一些價(jià)格來(lái)和客戶(hù)商量。但假如客戶(hù)一定要求你做出巨大讓步，你可以適當(dāng)拖延一下，也許對(duì)方經(jīng)過(guò)更長(zhǎng)時(shí)間的考慮，就接受了你的價(jià)格。我們可以告訴對(duì)方：
We need to discuss it before we give you an answer. Could you please wait a minute?
I have an urgent matter to deal with. Please wait a moment.
I'm busy with an important matter right now. I'll get back to you soon after that.
五、“We need to reserve 100 first, and if feels good, we could order 1000 as originally said.”
客戶(hù)提出先預(yù)定少部分產(chǎn)品，是希望供應(yīng)商主動(dòng)壓低價(jià)格，潛在含義是：小型訂單也用和大訂單相同的報(bào)價(jià)。我們可以直接告訴對(duì)方：
We need to reschedule the price according to the relevant terms.
We need to renegotiate the price of small orders.
或提出為對(duì)方寄去少量樣品讓他看了質(zhì)量后能直接下大貨：
We can send you samples. And if you are satisfied, we will sign the order again.
If sincere cooperation, we can provide free samples to your company.
這樣就可以在一定程度上避免過(guò)量的價(jià)格損失。
