客户疯狂砍价?教你见招拆招

​当我们给出产品报价后,客户往往不会立马就接受,而是先来一番“讨价还价”,争取以更低的价格采购优质的产品。面对这样的情况,业务员该如何应对才能既不损害自己的利益,又能争取拿下这一订单呢?今天我们来讲讲常见的客户砍价手段,以及相应的应对办法。

一、“Your price is too high.”

这是外贸人最常面对的“砍价信”——无论你提供了怎样的报价、有多少优惠,客户都会说:“你们定价太高了。”这是采购商购买产品时的一种常见压价手段,尤其是一些东南亚国家的客户,非常喜欢用这样的方式来“诱使”业务员为签下订单而不断降低价格。

面对这样“直白”的砍价,业务员不要一味地让步来取悦对方,而是可以强调产品的质量优势,甚至可以告诉对方:“We have a large number of partners. If you don’t buy it, we can also sell it to other buyers.”让对方明白产品很“抢手”,我方不会轻易让步。我们可以说:

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.

二、“We are looking to spend no more than $20,000 for this.” 

当客户具体指出“我们最高不会花超过多少的钱”,通常情况下并不是向你亮明底线,而是希望你能降低价格。如果对方的报价超过了你的接受范围,你不必向他妥协,而是可以假装没有听懂对方的“话中话”:

If you’re ever in a situation where you need to buy it on a limited budget, you should give XXX a try.(推荐另一种售价低的产品)

If our quotation exceeds your budget, you can purchase in small quantities of our products first, and then place a large order.(推荐客户少量采购)

We will provide you with coupons and price reduction information. Could you reconsider it?(提供适量优惠来“稳住”对方)

三、“What’s the cost price of this product?”

当客户询问产品的成本价格,业务员不要“死板”地回复对方,因为有经验的采购商往往对于产品的成本价心里已经有数,询问成本价格只是与你讨价还价的“假动作”。这时我们可以在说明成本价后重点指出自家产品相对于其他厂家的优势,比如效率上或质量上:

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.” 

对方明确说明:“如果你们不降价,我明天就去买别人家的了。”这是利用时间压力逼迫业务员降价的方式。业务员首先不要慌张,如果在承受范围内可以适当降低一些价格来和客户商量。但假如客户一定要求你做出巨大让步,你可以适当拖延一下,也许对方经过更长时间的考虑,就接受了你的价格。我们可以告诉对方:

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.” 

客户提出先预定少部分产品,是希望供应商主动压低价格,潜在含义是:小型订单也用和大订单相同的报价。我们可以直接告诉对方:

We need to reschedule the price according to the relevant terms.
We need to renegotiate the price of small orders.

或提出为对方寄去少量样品让他看了质量后能直接下大货:

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.

这样就可以在一定程度上避免过量的价格损失。

未经允许不得转载/侵删:AlibabaTop工作室 » 客户疯狂砍价?教你见招拆招

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