今天，來分享一個真實的逼單案例，希望能幫到大家。

先簡單介紹一下客戶背景：

Rick，澳大利亞客戶，訂單數(shù)量很明確。但是，報完價之后，卻遲遲不肯下單...

1詢盤及回復(fù)解析

Greetings,

We would like to purchase the following LED dots. Please provide price, delivery time and payment details

SJ-3812-24V ? ?Quantity 9,800

I look forward to your reply.

Our delivery address is: XXXXXX

Kind Regards,

Rick

遇到這樣的詢盤，當(dāng)然怎么詳細(xì)怎么來。把你能想到的客戶在意的“點”全部拋出來。

Hi Rich,

Thanks for your kind inquiry....

Please see attached specification & Invoice for your order.

>> Delivery Time: 7-10 working days

>> Payment Details: TT (bank transfer)

P.s: In order to show our ?sincerity to cooperate with you, 50% deposit is available in our first transaction.

>> Shipping by air (airport: Perth), 3-5days for flying

Through your website, ?I guess:

1- you will use these lights indoor, right?

indoor with non-waterproof connectors, outdoor with waterproof connectors,?attached price is for indoor.

2- you have your own control system to work together, right?

If not, we'll provide you with a best solution.

Please kindly reply me with the blue words as soon as possible.?

Thanks a lot!!!

?

Kind regards

Elisa

很快，收到客戶的答復(fù)，如下：

Hi Elisa,

Thank you for your reply.

We are using them indoors and have a control system in place.

I’m having to review the cost as the Australian dollar has fallen against the US and this has put the price too high as the project has already been quoted.

Regards,

Rick

小伙伴們一定也有注意到，此郵件中客戶透露了一些關(guān)鍵信息：

此單為工程訂單且已報價給他的客戶，但是因澳元兌美金的匯率一直在降，客戶心里很是憂慮，有點舉棋不定。

此時，業(yè)務(wù)員要做的是：幫客戶緩解顧慮，促使他盡快做決定，客戶需要業(yè)務(wù)員適時地“推”他一把。

人往往在猶豫不決、舉棋不定的時候，是需要身邊的人給自己提供助力加持的。一份肯定、一句鼓勵的話，或者是一個看似并不太靠譜的中肯建議，都可以成為最后促使他下決定的“臨門一腳”。事實上，在你提供幫助之時，他心里的天平就已經(jīng)有所傾斜，此時，你只需要不露聲色地“推”他一把即可。

2逼單招數(shù)

01

招數(shù)1：30%預(yù)付款，70%尾款

Hi Rick,

Thanks for your quick reply.

I looked up the recent exchange rage of the Australian dollar and US dollar, ?it's really a problem.

Is it possible for you to pay 30% deposit first, so that we can make production in advance??

The balance 70% after Australian dollar rised before delivery.

As you said you have quoted to your customer, I think the delivery time is another important element for you. right?

Now, It's not a very busy season for us, it will save more time on production.

Updated invoice as attached for your reference.

Please kindly let me know your final decision. Thanks!

?

Kind regards

Elisa

預(yù)付款付了，客戶也就跑不了了。

幫客戶解決問題的同時，也別忘記了自己需要成單的使命。

然而，結(jié)果還是失敗了。

Hi Elisa,

It’s the overall price, and I don’t expect the exchange rate to move soon. I have to look at a cheaper price.

Regards,

Rick

這時候，隱約覺得，有可能Rick的客戶已經(jīng)把款給付了，而且是澳元。

那么一招不行，就再來一招。

02

招數(shù)2：換便宜點的產(chǎn)品，挽回客戶因匯率造成的損失。

Hi Rick,

How about this one as attached? only 7LEDs instead of 12LEDs with same 38mm diameter.

This is the best similar one I think.

Also, 30% deposit before production and 70% balance before delivery,

this payment term just for our first transaction.

okay for you?

Kind regards

Elisa

似乎略有成效，客戶準(zhǔn)備增加訂單數(shù)量。

Hi Elisa,

I'm looking to increase the order to 10,400 and definitely need a much better price than currently on offer.

Regards,

Rick

我按開始報價的那款產(chǎn)品，打了折，重新發(fā)了PI，然而客戶還是不太滿意。

Hi Elisa,

We are still looking to find a more economical solution and have found a new model on the web from your company.

It is the SJ-359-N24V ?which according to the web page is priced from US$XX.?If you can supply this model please give me a price for the 10,400 units and we can get production underway.

I look forward to your reply.

Many thanks,

Rick

客戶在發(fā)這封郵件的同時，我也同時發(fā)了一封郵件，招數(shù)3上線。

03

招數(shù)3：查匯率，間接給客戶心理上造成一種壓迫感，使他盡快做出決定。

Hi Rick,

This is Elisa again, hope not disturb you.

Below is the new exchange rate today between USD and AUD, it's still going down.

I think it's very important for you to make decision as soon as possible, or you will lose more.

I trust that's not you want.

If anything I can do for you, please kindly let me know. I will try my best.

?

Kind regards

Elisa

收到客戶要求另一款產(chǎn)品的報價請求，我隨即又回了一封郵件。

Hi Rick,

We sent email to each other at the same time, I think this should be called tacit understanding.

Here is the updated PI what you required, not SJ-359-N24V but SJ-356-N24V.

P.s: SJ-359-N24V (9LEDs)/ SJ-356-N24V (6LEDs)

The best discount for large order quantity &?VIP customers?in 6LEDs is US$**, that's really the best price.

Three styles (drill 19mm hole) for your optional (attahed pictures).

- milky white

- rain drop

- transparent

Could you tell me which?style you prefer?

It?is possible to make production within today?once you confirm it.

Please Noted!!!

?

Kind regards

Elisa

客戶終于不再糾結(jié)，決定下單。

Hi Elisa

I think we are nearly ready to go.?

We will increase the quantity to 10,500 to allow for a small failure rate.

The IC must be equivalent to the WS2811 or faster

We will go with the Milky White style

Please change the invoice to the above and then I will do the bank transfer.

Regards,

Rick

細(xì)節(jié)確認(rèn)之后，又加了一些配件，我更新了最終的PI。

Hi Rick,

ok, it's no problem together with connectors on your further orders.

PI as attached for your reference.

- It will be shipped together with your pixel order by air (airport: Perth )

- The total weight for these connectors is not so exact, if I charge you more, I will cut the extra cost in your next order, don't worry.

-The payment should be 100% for these connectors.

I will arrange to make production immediately, please send me bank slip when you finish the payment.

Thanks a lot!!!

Kind regards

Elisa

訂單確認(rèn)，如愿收到付款水單。

Hi Elisa,

Payment complete with receipt attached.

I look forward to shipment being ready.

Regards,

Rick

整個成單過程，其實并不復(fù)雜。

我用的這些小心思，相信多數(shù)外貿(mào)人也都用過，甚至可能比我的更高明。

但是無論什么樣的逼單技巧，只要不引起客戶的反感和不適，只要能最終達(dá)到成交的目的，都是好的。

不管白貓黑貓，抓住老鼠就是好貓。用在跟進(jìn)客戶上就應(yīng)該是：

不管好方法笨方法，成交客戶就是好方法。

3發(fā)完P(guān)I之后，應(yīng)該如何跟進(jìn)？

剛做外貿(mào)的時候，我有一段時期很迷茫，也曾向有外貿(mào)經(jīng)驗的大神詢求過幫助，其中我問得最多的就是：

“發(fā)了PI之后，客戶不理我怎么辦？”

我想，肯定不止我一個人有過這樣的困惑，多數(shù)外貿(mào)新人都會有這樣的迷茫時刻。

今天，我想分享一些自己親測過的跟進(jìn)方法，絕不信口胡謅，全是實戰(zhàn)的經(jīng)驗總結(jié)呢，雖然不能對所有客戶都有用，但是成功喚醒多數(shù)高冷不回復(fù)的客戶還是可以的。

1

如果你發(fā)了PI之后，客戶沒有提出什么異議的情況下，過了一兩天仍然沒有下文的。

此時不用想別的話術(shù)去了解客戶的心理，用最簡單粗暴的方式，問一下客戶：

"Any further updates about this order please? Could I arrange it in advance now?"

這里的"arrange it in advance"，可以只是隨口說說，不用你真的就提前安排生產(chǎn)，目的是讓客戶說出訂單的真實狀態(tài)。

2

發(fā)了PI過了N天后，仍然沒有收到客戶的具體反饋。

不妨郵件通知客戶：

“Good news here. This product you mentioned is on production now, the delivery time can be faster than normal. If you have made the final decision, please let me know soon for faster delivery.”

客戶也都不傻，當(dāng)你說出這句話的時候，人家自然就會明白你的意思。一般意向明確的客戶，一定會有所回應(yīng)。

無論怎樣，都要比干巴巴的 "when you will place the order?" 要略顯聰明一些吧！

3

根據(jù)客戶的訂單情況，在他遲遲不付款的時候，推薦類似的產(chǎn)品。

這款產(chǎn)品要在或質(zhì)量、或價格、或交期上，相比詢價的那款產(chǎn)品具有一定的優(yōu)勢。推薦的時候，務(wù)必重點突出甚至適當(dāng)夸大這種優(yōu)勢。

這樣做可以間接了解客戶的真實需求，且為接下來的再次跟進(jìn)埋下伏筆，尋找到更多可以溝通的切入點，不至于跟著跟著就無話可說。

4

針對詢價的那款產(chǎn)品，可以適當(dāng)給客戶提供一些其他客戶反饋的市場和產(chǎn)品信息，幫助客戶了解更多相關(guān)知識。

這個簡單來說就是：

當(dāng)其他客戶買了這款產(chǎn)品 ，給出了一些反饋意見，或無意間透露出了一點市場信息，這些都可以拿來去引導(dǎo)有意向的客戶，促使他們盡快做出購買決定。

例子1：

我們的產(chǎn)品點光源，有一些客戶反饋防水端子的防水效果不是很好，后來經(jīng)過改良，升級后的端子防水效果很明顯。此時，對于曾經(jīng)有同樣困惑但是很久沒下單的客戶，以及一些詢過價但還沒購買的潛在客戶，就可以以此為借口進(jìn)行二次推銷。

例子2：

有連續(xù)好幾個美國客戶幾乎同一時期對其中一款產(chǎn)品進(jìn)行詢價，那么這款產(chǎn)品就可以用來推向其他曾經(jīng)詢價過類似產(chǎn)品但一直沒有成交的潛在美國客戶。

業(yè)務(wù)員可以告訴客戶，此款產(chǎn)品目前市場很暢銷，為了幫助客戶搶占市場先機(jī)，公司近期會有一定的折扣，并會選出一些潛力股優(yōu)質(zhì)客戶免費試樣，不知道他有沒有興趣？

另外，還有一些別的方式，比如：新產(chǎn)品免費試用、限時促銷、運(yùn)費上漲或下降通知.....等等。

總之，逼單方式多種多樣，要根據(jù)當(dāng)下客戶的實際情況，做到具體問題具體分析。要讓客戶多說，多了解他的喜好，與客戶的溝通中，業(yè)務(wù)員要有敏銳的判斷力，能迅速找出客戶最可能感興趣的點，才能在跟進(jìn)中“拳拳到肉，正中要害。”