8 不可避免的5种价格谈判方案.doc

第八期：不可避免的5种价格谈判方案客户背景介绍：不可避免的5种价格谈判案例。案例全过程：共7个谈判案例。可学习邮件：共7封。过程复盘：请配合音频学习，重点思维会在音频中强调。案例一：客户说价格无优势刚开发的客户说我们的报价没优势Dear Sarah, thank you for your offer which is unfortunately not competitive.Kind regards,Allen不要灰心，继续问Hi, Allen,Thanks for your reply. Then what price do you think is competitive?Regards,Sarah客户回Dear Sarah,we're now paying *USD / kg, CIF 客户港口.Kind regards,Allen客户给的价格和我方相差比较大，我回邮件Hi, Allen, *USD/kg is really cheap but we are afraid the quality may different.To be honest, our price is pretty favorable and reasonable based on our good quality. Let me explain why.1.We never use recycled material, all of our raw materials are imported from *2.Long shelf life for over * months without getting thicken3.High duplication times for * time4.Never oilyAllen, my friend, our profit is poor, *$ less can not be accepted. If we have to accept your price, that means we have to compromise the quality, we dont want to cause it may bring trouble in the future, hope you can understand.  Surely, as a friend, I really don't want to make you disappointed, so we had two proposals for you after discussed with my boss 1. CIF 客户港口$/kg (在原有基础上有降一点) is our best price for ton2. If you can enlarge the qty totons, we will support you CIF客户港口$/kg . Pls post your idea. Kind Regards,Sarah客户回复Dear Sarah,thank you for your statement and revised quotation. Please send us * kg sample to following address:*kind regards,Allen总结：1. 客户说价格贵太正常，这时候我们要利用自己的产品专业知识去说明为什么我们的产品贵。2. 第一次谈价格，说完价值也不能铁面无私，硬是不降一点，为了让客户心里舒服点，多多少少还是要合理降给他的以表诚意。案例二：2种老客户用别家供应商压价情况1、老客户说有别的供应商给他提供了更低的价格怎么办？敲黑板！Dear Jason, Thanks for your information. We have good understanding on China market and I know we're not the cheapest out there. Many suppliers would like to win the market on offering low price. However, we do not think it's a right way for a long-term cooperation without continuous guarantee on quality. For these years, you've been happy with our product quality and the excellent customer service, right? So what's more important is a stable supplier like us who could supply you products in good quality too keep your name high in the market and nice price as well, we stand in the same line, right? Actually, we also have silicone at usd（客户给的别人的价格）, which seems the same product you ordered in the past, but with lower tear strength which may cause less demoulding time. Shorter shelf life. In this case we don't want to compromise the quality which may brings trouble. Dear Jason, Price are decided by values, only great value could help your business stable and make more profits, right?这段可以根据情况适当找个理由给客户降点价格，如果不需要降价格，就不需要加, 后续看客户反应再回应。结尾We highly appreciate your understanding and your trust on us. And we are sure that the cooperation between us will be better and promising.Looking forward to hearing from you soon.Kind Regards,Sarah点评：如果自己的产品质量确实有优势，承认我们产品确实不是最便宜的，说明原因为什么，让客户关注到价值上面来，退一步讲我们也能提供他说的那个价格，但说明质量会有哪些不同。既然是老客户，信任度上面会偏向于老供应商，这时候的策略是着重讲价值比讲价格要好。2、原材料涨价，老客户说别的供应商价格更优惠因为环保原因导致价格上涨了很多，如果老客户说别的供应商给他报了一个很低的价格，并告诉你这个价格是多少，让你按这个价格做，你会怎么回应？Dear Kevin,The USD rates dropping down every day, our cost even more than USD*, how others can make? I am 100% sure the quality is different. The material cost is raising every day, besides, it's even hard to buy the material even you have money. In this bad situation, we also tested other factory's sample, the result for quality is totally different, and they can't promise the shelf life, they said no more than 6 months. I don't think that's suitable for you, the goods delivery time need almost 1 months to your warehouse. You only have 5 months to sell, otherwise it will become very thick. While our silicone has at least 12 months shelf life, if you stock well, it even can reach * months. Kevin, I know it's hard to accept that price, our feelings is same as you. But quality is our life, today we can lose customer because of price, cause we still have chance to get him back in the future. However, if we lose customer because of bad quality, we'd never had chance to continue the cooperation. Anyway, you know I always do my best to help you, we've worked very well during the past years, if you are in my position, you would also do your best. I know our factory is struggling on profit, there's no much space for bargain, so pls double check your target price, if we can do, we will accept, if we can't make, we have no idea. We'll respect your choice.Looking forward your reply. Kind Regards,Sarah点评：1.强调价值，我们与别人的不同之处；2. 与他感同身受；3.确实没有什么降价空间时，打预防针提醒他就算是讲价，也不要漫天喊，意思就是我可以接受他还价，但必须是合理的 。案例三： 2种请上级配合谈判法1、报价无法达到客户目标价发样了的客户，谈订单中，客户的目标价和我们给的价格只相差零点几美金，前面业务员已经降过两次，这时候由上级来写邮件比较合适，最后的杀手锏Dear JasonHow are you doing？Nice to know you from Iris. This is Sarah, Iris' Manager, from ABC company.Glad to hear the good news on the sample test. Now the problem is we can't make agreement on the price, right? I think it will be a really big pity for both of us if we could not go ahead just because of price. We will lose a potential and valuable customer and maybe you will lose a stable and reliable supplier. As both of us spent a lot of time and energy to come into an agreement, personally speaking, I do not want to make our customers feel disappointed. So may you look at my advice as follows -#产品型号- (客户的目标价 + 我方报价 ) / 2=最终价格，CNF price based on *kgs, package: 25kgs/drum  Pls kindly believe that the price is really our bottom breaking price, it's even lower than our distributor. As you know, we have to protect every customer's interest and meanwhile to avoid any bad price war in each market, pls sincerely understand our tough position.Furthermore, a decision from our board of directors will soon come into being. Due to the US dollars continuous dropping down ( from to now ) , we are going to re-adjust price on us dollars in the coming month. Pls kindly noted. Thank you! If you could confirm your order within this month would be a help. Awaiting your earliest comments. Thank you!Best Regards,Sarah 总结： 1. 情感铺垫；2. 直入主题，拿出方案，客户的目标价和我们最后的报价平摊下来得出两方共同可以接受的价格；3. 给出时间期限以便于他能在本月付款。2、发了样的大贸易商，价格谈了很多次拿不下怎么办？还是以上级身份写给客户！Dear Ms *,Nice to meet you!This is Paul, The General manager of ABC Company, glad to know you from Sarah.We never doubt on your company's ability, that's why we pay such attention to you and regard you as our VIP customer in * market. Honestly, with more and more inquires from * and nice feedback from end users. To develop a distributor is urgently for us and you are just the best one. EXW*$/KG is the bottom price that Sarah could provide in her position. Consider your nice qty, we decided to support you below price after careful consideration. 价格信息省略Pls post your idea, tks!Regards,Paul案例四：老客户想用加量讲价对老客户比较了解，关系比较好的情况下，可以采取示弱，捧客户的方法Hi Sarah,I will order like the last, I will double what I had before if you can give me a better price.Please advise.Many thanksKevin回复邮件Dear Kevin, Thanks for your mail. To understand better, may I know you will like 3 pallets for*kgs or 2 pallets for *kgs?Our product has long shelf life, Sure its good to order more so you can save some import charges, I will keep you the bottom price USD*/kg CNF*same as last time, cause the raw materials has been rising sharply and we are going to adjust price from next month.Dear Kevin, we are friends, trust me on price. My boss actually unhappy for the price I am giving to you as it has no profit. And I do not have any commissions too , I feel sad for my low salary , I have to work crazy hard cause you know house prices in China are very expensive. * _ *Hope you understand. Awaiting your early reply.Kind Regards,Sarah客户回复Ok order the 2 pallets please.Regards,Kevin案例五：利润汇率给客户降价Dear Sarah,Thank you for your reply. Your price is a bit too high. If the price for *kg can be $*/kg then we will confirm order *kg.Please let me know soon so we can decide. Regards,Evan这个目标价和我们给的价格相差0.2USD问题不算大，首先有建议让客户增加订量，客户说Dear Sarah,We are not able to increase the qty, I am sorry that we can't order from you this time. But we will still check with you if next time we have order. Regards,Evan一周之后联系，以汇率为由答应客户的价格给自己台阶下Hi, EvanYes, the price now is really high, the raw material is raising sharply too. But the good news is these days the exchange rate is better, so we can accept your target price *$/kg if you can confirm this order this week. Hope to hear from you soon.Regards,Sarah客户回复Dear Sarah,Thank you so much for your offer. In this case we will order *kg, Please send us invoice and we will arrange to transfer you the fund. Regards,Evan