关于对客户的报价策略

1、在写此贴里事先说明一下，因为不同的产品，不同的客户群。细一点有不同的国家，不同的贸易条件，不同的 体积，不同的市场，客户专业的不同。所以请在阅读前先熟悉一下我做的产品：家具类 / 高端产品 /货值大 /体积大 /欧美市场 这五点来作为参照物。 象我先写过的实践操作报价的补充，这里我再补充一点可操作性的东西，一种换位的新方法。因为我的客户群 现在既不来源于展会（我们是外贸公司），也不来源于主动联系的商业信函（大家每天发出去的函件），我现 有的客户，就只在于如何将产品信息让更多人能够看到，尤其是没在中国进口过，甚至是只在当地对此产品有 兴趣想发布，或者是自己开个店将你的货物放在你展厅的，还有网络经

2、销商。重点就在于，如何将客户的询盘 演变成买家，而且又回避免费样品，看厂，贸易风险或者资金垫付的完全空手套白狼的方法。 首先因为你发布产品会得到很多询盘，不下于两种。1，简单介绍自己公司，表明对产品有兴趣。2，SEND PRICE PLEASE 大家的定向思维：对方有采购任务，报一个有竞争力的价格。或者赶快报价，赶快下单。 而实际上如果大家换位是一个国外进口商的时候，又当是如何呢。首先客户是否了解你的产品和市场，了解盈利空间和价格？如果是一个问价或者是对产品有兴趣的客户，他如 果没有说想下单，大概多少，贸易条款未确定的情况下，你的报价便没有任何意义。客户一般问价会有这样几 种情况：1，他在他的

3、目标市场觉得你的产品有空间，需要价格。 2，公司给于采购任务，需要价格3，对比供应商之间的价格。 4，有客人下订单给他，他计算出利润后需要供应商的价格作为参考。 5，他经营此类产品多年，想套出价格来看是否有新的商机。6，不懂产品，的确想买，问价格后直接准备谈论贸易进口事宜。此类客户极少，他甚至询问你在当地如何操 作。而如果他没有完全决定要买，没有完全学习过你的产品，没有了解市场，没有和你协调过你中国这一边进出口 的贸易条款。没有用你这一边的资料招揽过他自己的客户时。你的报价毫无意义， 所以收到询盘后第一招就是 分析客户，是不是买家。是最重要的，和对方的询盘详细和专业程度无关，首先要知道对方是不

4、是客户，再分 析是大是小 。30对于我处理这两种客户的方法，我做过很多实验，用一封信来验证。以前我总是尝试去反问对方，委婉打听对 方底细。而现在发现这样的方法并不礼貌，还尝试过只报几款价格，不报全还有尝试让对方告知大概订单量和 FOB OR CIF 条款再给对方报价。后来还是无法阻止客户的流失。四个月来，失去有可能下单的客户大概有 多个了。现在我尝试用另外 一种方式，也是我要讲的重点。首先内功方面，你必须先确定你的市场，是高端还是低 端。然后必须有一个随时在线的货代，不停的有参考性的竞争性海运 ，空运价格。另外和工厂必须磨合一个 好的交期，好的质量标准，高质量的照片支持和专业的产品描述。工厂和

5、公司介绍之类最好在网站上能够完全 表达出来，在往来信件里就不要把这些介绍，广告类型的话说出来。然后网站上有美感的照片，以实物为主。 而你附件里的其他的照片一定要以工厂的现场照片为主，绝对不能 COPY 其他照片， 我在国外的论坛里曾经就 被一些客户抱怨过中国的图片剽窃，工人人工低等言论。而这个操作以我的家具类产品为例。过程为：客户学习T谈样品单T确认条款T再报价T等订金T安排生产T安排海运T余款发货。 这个过程中一定要不断的和客户联系，汇报生产过程，这样才能产生信任。对于样品单来说其实可以接受一些 苛刻的付款方式 ，因为我现在的公司财力不大，所以我每个样单还是都赚了客户几千银子。换以后我会更有

6、 诚意。其实样品单可以进行 100% T/T IN ADVANCE 的，接受 30%订金只是为了大订单起模版作用。而其他的 我不多说，关键谈一谈新方法中的联系技巧。我今天收到封美国询盘，只一早上就确认了一个样品单。而且 昨天联系的七个客户也 回复准备下样品单。为什么呢，因为我知道客户要什么。我首先会 告诉他这些东西的市场和卖点，询问他收到样品后的营销方式 网络或者是店面 。 然后帮他做一个预算 ，你买一个样品，下一个单大概需要多少钱，当然包括海运价和成本 价。 一 起的 价格 ， 多少 天可 以 收到 ，并 且附上 包装 ，成品 ，细 节照片 。在 照片途 中委 婉解释 交期 和 PAYMEN

7、T ，委婉打听客户的底细（产品了解程度，在中国有无货代）。然后奉劝客人能否以我这些提供的资 料先去找客户，找到客户之后再下单给我们。（这个方法能让客人有选择性，心理选择会使他选择拿到 SHOWROOM 吸引客户或者是电子商务方式） 我把这封简单的信贴出来， 里面还有一些 （我的客户就是你的客户这样的说法，最好是接触几次后再告诉对方） Well received your query with many thanksFirst of all we have cancelled the material as Chinese leather,split leather ,PVC ,#202 sta

8、inless steel and chrome plated items.because it will not make sense that the chair will not attract your market caused by quality problems（uncertain dangerous）.明示自己做的高端产品，不会因为材料引起质量问题。明确高端产品会吸引市场。Regarding the shipment.currently we need 2 days for polishing one barcelona chair that we are offering t

9、he highly polished mirror shine #304 stainless steel frame.so it is at least 35days for the purchasing and production time with container order and 30days for the sample order.the reason why we take it long is purely guarantee the quality.as my client have told me:my client is your client.I must be

10、responsible to your goods. 对于需要的交期申请主动权，结合图片描述材料，为以后可能拖延交期缓气。Please noted that we are devoting to do the best Mies pavilion chair in China.I understand all classics in suppliers in China.they are using Chinese joint venture leather 10.5rmb/feet for the upper part.split leather for the backrest and s

11、ides.polished #202 steel for the frame.but the price is just as ours.and the pictures are from other classics sites.However we do not want to be misunderstanding in comparing with your current prices. 希望客户不要将竞争对手的价格相比较，也是让客户学习的过程。Compared with us we are using full italian leather with #304 stainless

12、 steel.I think you can make a wise decision.I have just come back from the factory showroom with taking many pictures.I will show them to you shortly because it is late in China now.I am most confidence on our barcelona chair that I have observed it carefully it is close to perfect. 让客户对自己的产品有信心，当然要

13、结合附件图片。Payment is 30% deposit ,70% balance before delivery for the container order. 100% T/T in advance for the sample order.学习后将 PAYMENT 列出来，要比较合理。We have done 7 improvements in 2 years that the classics will be definately welcomed by your market.please let me know if you can learn the above materi

14、al and lead time that I will send you the price.also approx order quantity or sample order project,forwarder availability in China will be highly preferred, 委婉套一些信息，并且再加强一下信心。Many thanks and kind regardsRespectfully Joe Lau 这个过程之后客户一般都会和你谈论贸易条款或者产品本身，增加回复几率。这样离价格就远了，当他已经有 兴趣学习完毕之后，再报价，价格他心里有底，怎么来的，。

15、MOQ ，LEAD TIME ， PAYMENT ，SHIPPINGPERIOD ， SHIPPING CHARGE ， QUALITY ，PLAN ，SAMPLE ORDER ， FORWARDER ，SHOWROOM 心里 都知道齐了，再知道 PRICE ，是不是就可以直接 PLACE 下去了呢？ 以下是客户的一些回复：给大家分享一下我的工作成绩。Hi Joe,I appreciate your approach very much, thank you for the explanations.We ve been in that business for many years, so

16、we know about the material range used for this product line （I mean designers furniture）, thatswhy we re requesting detailled material descriptions from prospective suppliers. And actuallyyou did this part very well.First of all I want to ask you if we can have the ability to see your sample product

17、s exported before to any retailer in the U.S. ? If you can give any retailers address here we can examine there easily your products. Otherwise a representative of our company should visit your factory and examine the products in China.The forwarder from China is not a problem, we have a consultant

18、in China for paperwork etc. If we can establish a business partnership in the future shipments will be container based. We would like to see also the latest product pictures you took and prices.Thank you for your cooperation, hope to hear from you soon. Regards 第一封Hi Joe, Thank you very much for the

19、 pics and the prices, they look good, howver I do have some additional questions for you, regarding the Barcelona chair, I saw in your dimensions that the height you have is 87 cm, however the real one is 76 cm , can you make that adjustment if required, and does your chair has leather straps at he

20、back and under not visiable, and the third question how thick are your cushions.Further I would like to know if your partner factory can make some additional fibreglass items if requested, I will send you some pics from some of the items so you can see what the possibilities are.Than I really like t

21、o order some sample items from you, as the ball and the egg chair, so where do we go from here i will transfer the amounts requested, and than you can arrange a forwarder who will ship it to us, at our costs. let me know what to do, I hope to hear from you soon, gerard 第二封Oh, I meant to thank you fo

22、r the many pictures that you have sent me. Moreover, I thank you for documenting the shipping procedures and packaging of the item.I am very, very impressed. I will share your images with the client. They too will be impressed, I have no doubt. Again, many thanks.Best, Erkan 第三封Hi Joe Lan,I thanks y

23、ou very much for all the information, I am really impressed with your choice of materials and your pursuit for perfection, these are the companies we like to work with since we serve the higher segments of the European market, so regarding your terms and conditions these are no problem for us.So let

24、s take this a little further and show me the new pics you have taken and the FOB prices of all the classic items you sell. Then I want some more information from you since you also offered me the Ball chair I may assume that you also do fiberglass furniture or do you outsource that to partner factor

25、ies.and is your company interested in working on new designs and the development from that.what I like to hear rom you is what possibilities you have to offer, besides the classics since I saw on one of your pictures also a white upholstered modern stainless steel chair.I will inform you a little bi

26、t more abour our company we are located in Bali, where we design high quality solid wooden furniture for several high end retailers in the UK, Sweden, Norway, Germany,you can have a look at our range at ,however most of our customers also are looking formodern classics and retro furniture as the bal

27、l chair and severalother products as modern stainless steel items and upholstered furniture.for all these requests we are looking for reliable partners whi like to work and thinks with us.at this stage we export around 8 till 10 containers a month from China mostly modern classics as the Barcelona ,

28、 eames lounger and stool the LC 1/2/3 series, but as I mentioned before we are absolutely looking for the best quality availableand regarding your knowledge about steel and leather qualitiesand designers backrounds I feel that you and your company will offer that expertise we are looking for.So I ho

29、pe to see and hear from you soon,regards,Jane第四封Dear JoeI am the manager of a french company. We have show rooms in France and we are interested in different of your products. I am very impressed by the luxury material you are using,and from every words I can see your confidence of your products.The

30、 picture looks so nice.here are the items I am interested.Product Item:HZ-CF012 and HZ-CF005In a first time to see the real quality as picture shown of your product, we would like to buy one sample of both references. Is it possible ? And what is your best price for the both samples C&F france - Mar

31、seille ?Thank you by advance for your answer, and I hope do good business in the future.Best regards.第五封hello mr. lau,thank you for the really good service by sending me so much fotos from yourstudio. I have decided to order next week 3-4 barcelona chairs and- if I will sell them in Germanyone or tw

32、o ball chairs. I really trust your company and especially you and I won磘 need any test-sendings.You will get the entire money after I have sold these articles here in Germany, this will take one week. After that I will give you the information that you have got the money.I said my customers that the

33、 production- as you said- will take 20 days and the shipping 25 days.You see, I 磍 l first get the money from my customers and then I 磍 l get the payment to your account.Thank you for the patience and the real good communication, your informations were very helpful for my plannings and my orders whic

34、h will be done at your company in future. many many greetings to shenzhen!Yours, Antonio第六封 大家拿到单之后到深圳来请吃饭哦。嘿嘿 这里转一个处理询盘的经验谈 对于供应商如何接触买家 ,给大家提几点建议：一、应付买家的网上查询：应该要有一个辨伪程序，否则一旦业务做开，你会淹没在电子邮件的海洋里。一般 从买家查询的内容，你就能判断出来哪些是实盘，哪些是虚盘。应该重点处理那些针对性很强的、可以称得上 是询盘的电子邮件。对于无价值的询盘，要敢于果断舍弃。如果以为每个询盘都是要向你买货未免过于天真。有的询盘过于空

35、泛，也许只是客户做市场调查的一种手段。 如果你不放弃空泛的信息，可能你每天只能做一些处理电子邮件的事了。二、处理买家的查询一定要注意方法和技巧。要善于透过电子邮件的表象看到深层去，了解询盘者真正的用 意。他是否是真正的买家或者中间商甚至是你的竞争对手？他购买的动机是什么？他的购买能力如何？ 掌握这些以后，你就可以有高超的回复处理能力，能够抓住客户的心理，让买家更快、更好的了解你的企业及 产品。三、要非常清楚你的产品（包括质量）是否适合目标市场？要设法了解国内其它同行的质量和价格水平。现在 获取同行的产品信息是多么轻松啊！您要明白，一份询盘，国外客户不会只发给你一家，而会同时发给很多供应商。只有你的产