在外貿(mào)客戶開發(fā)跟進(jìn)過程中，絕大部分客戶都經(jīng)常糾結(jié)于價(jià)格的問題，也都會(huì)經(jīng)過“討價(jià)還價(jià)”這個(gè)階段，有時(shí)候哪怕我們真的是把價(jià)格跌到谷底了，客戶的回復(fù)還是：Please give me your best price.

無(wú)論你內(nèi)心如何抓狂，客戶只會(huì)繼續(xù)讓你降價(jià)。而討價(jià)還價(jià)的內(nèi)容，也并不僅僅是產(chǎn)品單價(jià)的討論，很多客戶都會(huì)東割一塊西割一塊的讓自己享受更多的優(yōu)惠，例如：

1. 交付更少的訂金

2. 提出極短的交期

3. 苛刻的尾款交付條件

……

那么今天，就一起聊一聊如何應(yīng)對(duì)客戶討價(jià)還價(jià)的套路。

反套路一

針對(duì)客戶群體：印度、中東貿(mào)易商

客戶群體分析：無(wú)理取鬧式講價(jià)，恨不得還沒看你的報(bào)價(jià)表就馬上回復(fù)：Your price is very high, friend.

針對(duì)這類客戶套路的應(yīng)對(duì)方式：

1. 堅(jiān)定自己的價(jià)格，形成高逼格的氣場(chǎng)

2. 回復(fù)客戶的相關(guān)說辭例子：與其他供應(yīng)商不同的原材料、與其他供應(yīng)商不同的制造工藝，拿自己最好的產(chǎn)品拆分，顯示出你們有最優(yōu)秀的質(zhì)量，曬出你們的證書，SGS, CE，TUV等，中東的，曬你們出貨的SASO

總而言之，對(duì)于此類客戶群體，我們一開始的作風(fēng)就是強(qiáng)硬，裝逼，造成一副我才是專業(yè)的樣子給客戶看，讓客戶心中對(duì)你的印象就是行業(yè)的大佬，這樣無(wú)論客戶在市場(chǎng)上怎么比價(jià)，都是以你作為參照物，最終客戶回歸到你的懷抱機(jī)率非常大。

反套路二

針對(duì)客戶群體：帶著大訂單來(lái)的客戶

客戶群體分析：此類客戶持著手頭的大單，有著不愁沒供應(yīng)商的樣子，訂單的條款非常苛刻，如訂金偏少等

針對(duì)這類客戶套路的應(yīng)對(duì)方式：

1. 先抬高客戶，讓他自我感覺良好，但是同時(shí)對(duì)客戶做一個(gè)風(fēng)險(xiǎn)的預(yù)警，可以參考以下我的范文：

Glad to have your inquiry, we realized that you are one of the top client in your market.

As you mentioned that you need us reduce 5% of the price that we quoted. And I have to give you a warm advice that not only us but all the supplier will use lower quality material to make product for you base on your target price. And it will cause you a lot when it comes to after sales service including cost for shipping，replaced components，ect.

2. 然后可以突出我們的一些服務(wù)優(yōu)勢(shì)以及產(chǎn)品優(yōu)勢(shì)以及繼續(xù)提高自己的身價(jià)：

Base on our quote, we will offer 3 years warranty and the top grade material. Price maybe little higher than other small suppliers, however, you will get better materials and more complete and strict testing.

3. 訂金問題，必須跟客戶闡述我司最低可接受的訂金比率以及收款條款，一般這類大型訂單的客戶，引導(dǎo)他們走信用證+訂金的模式。例如：

We are sure that such big client like you must have good credit in your country, to protect both of us, we suggest we can use L/C payment for this order.

反套路三

針對(duì)客戶群體：新客戶但是客戶所在國(guó)家已經(jīng)是我們有頻繁業(yè)務(wù)來(lái)往的地區(qū)

針對(duì)這類客戶套路的應(yīng)對(duì)方式：

1. 多曬當(dāng)?shù)乜蛻粲唵蜳I，表明價(jià)格立場(chǎng)

2. 對(duì)客戶進(jìn)行當(dāng)?shù)厥袌?chǎng)的詳細(xì)分析，讓客戶明白你對(duì)于當(dāng)?shù)厥袌?chǎng)已經(jīng)進(jìn)入專家模式，繼而給客戶指定最佳方案，讓客戶跟著你的思維，牽著客戶的鼻子走。

反套路四

針對(duì)客戶群體：老客戶返單講價(jià)并且用新供應(yīng)商的報(bào)價(jià)甚至PI壓價(jià)

針對(duì)這類客戶套路的應(yīng)對(duì)方式：

1. 由于此類客戶已經(jīng)和我們有了一定的交情，我們對(duì)于這類客戶要打的是感情牌，擺出一副全都是為他著想的架勢(shì)跟客戶談：

We know you already got lower price from other suppliers, however, base on the product you ordered, you can see that our product is really suitable for you and I am sure this is why you still send inquiry for me this time.

No one will guarantee new supplier can supply product for you as good as we can. If you still insist taking product from the cheaper price supplier, you may face some quality problem etc. And as you are our old client, we always put old client at priority place and offer the best service.

這是我們最常見的討價(jià)還價(jià)套路應(yīng)對(duì)方式，同時(shí)我們要正確看待客戶說“價(jià)格貴”、“要降價(jià)”，因?yàn)楫?dāng)你還能收到這句話的時(shí)候，說明你還有機(jī)會(huì)繼續(xù)保留在談判桌上，銷售本就是一個(gè)解決疑慮，傳遞價(jià)值的過程，除了產(chǎn)品本身，我們也應(yīng)該努力全面提升自己，讓自己成為在產(chǎn)品基礎(chǔ)上的附加值，這便是溢價(jià)能力。

更多外貿(mào)干貨知識(shí)，請(qǐng)關(guān)注微信公眾號(hào)：外貿(mào)原力