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标题: “一派胡言”之销售篇
木查雪 (Michael Hu)
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回复 #13 Q1392635004 的帖子

过奖
QQ上班不能用,回家没力气上.

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CCFA (电:15899893026)
论坛元老
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广州深圳报关/商检/代收外汇 ...


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UID 1790638
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来自 Q 474621947
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谢谢分享,顶起

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yayap
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偶像的贴,顶起

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yayap
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顶顶更健康

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木查雪 (Michael Hu)
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UID 1788452
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8. “案件聚焦”

背景是该客户合作多年,定单量在缩小.而我又接到同一国家来的询价,产品和数量都接近,权衡再三后决定向另一家公司报价,但是加了10%.报价时就已经做好被老客户发现的准备,不过凭借与之接触的三年经验,我基本上能揣摩其心理了,也愿意放手一试.再者说,我对客户投诉的观点向来是"危险"与"机会"并存,此之谓"危机:.

以下是来往信件,可留意时间.

        2010-11-23 16:17邮件
        Hello, Michael.
        I want to talk with you about this order....
        It's again happened really unpleasant situation!!!!!
        So I got information that another company XXX in our country,
        gave for the client the same offer as we and said that they have the contract with you factory and so on.
        I don't know how I should react for this situation....
        We are working with this project, working with the client, prepared for them design project, calculated all quantities. After that another company just send you THE SAME specification and you gave them the same prices!!What is the reason?????
        And I want to remind that it's not the first incident.
        The same situation was with 工程A. When worked with them spend our work time, power, money and so on and just sold them directly big quantity of the tile directly. And we lost all our possible profit.
        We are promoting you brand and products several years. We work with a lot of architects and clients and promote your samples and catalogs. We have done the hardest work. In spite of that your products are really expensive than other china producers we still promote your brand in 某国.
        And for  anther companies is really easy to offer your products.
        I discussed this situation with our director and she said me that if you company doesn't stop to behave in a such way we stop our cooperation.
        Please give your comments and send official letter that only company 公司B(即:与我写信的客户) has possibility to deliver tile in 某城市 especially for this project.
        2010-11-23 17:11
        Dear XXX(我客户联系人),
        Thanks for your info. I just found that the items 公司A inquired are mostly similar with those you had inquired before. But that company didn't told me that the inquiry is for your project. Is the project 工程B(即:客户先前与我提到过的工程名称)? But in fact, when I offered the price, I added at least 10% on the prices, NOT the same prices. So you will find that I am protecting any possible benefits of yours all the time.
        Regarding 工程A, I cannot understand what it is. You didn't mention it before. So I have no idea about it.
        You wrote "We are promoting you brand and products several years." I admit that you did well in 2008. There is a big rise in sales amount in 2008 compared with 2007. But we may still find the fact that your orders' amount is USD136605.03 in 2009 and even USD35311.21 in 2010 (Till today). You know, this year, we have reduced our prices in order to help you to get more orders on your market. And we also have worked out O/A 90 days for your company.

        During the past few years, I also put a lot of samples, big or small into your containers, helping you to show your clients. But I have to say that the sales performance this year is the worst since we started the business.
        Frankly speaking, I am not challenging you now. I just would like to express my feeling and my good hope that we both parties can still have a stable development and cooperation on the business. Happily, you inquired some products for stock a few days ago and I sent you a PI and now I am waiting for your confirmation. Anyway, it is still a good news that your company starts to keep stock now. I feel that the business is still promising.
        Regarding an official letter, it is no problem. Please find the attachment. I believe that you may get the project by June 30, 2011.
        And in order to avoid such misunderstanding, may I propose that you mark clearly any project name you are bidding when you inquiry me of the prices? In this way, I know this is your project and I will only offer the price to you. But I still need you support. That is to keep in touch in time. Even you are trying your best to get the project, but please let me know any updated news.
        I'm sorry for any inconvenience caused. If there is any question, please feel free to let me know.

        附上《Statement》
        We hereby States that XXX is the only company in XXX which can sell XXX Tiles below for the project “XXX”.
        The protection period for the project is during November 23, 2010 to June 30, 2011.
        并列出产品名称和规格(因篇幅限制,在此处省略)

        2010-11-23 17:44
        Hello, Michael.
        Thank you very much!
        I'm happy that now everything is clear.
        We see you hard work every time.
        I think in order to be successful we need help each other.
        I will write the name of the project every time, I promise.
        But another company can ignored the name of project or send you
        incorrect name of project.
        So please in order to avoid such situations if you get any request from another company send me this information. And after that we together will decide what better to do.
        What do you think?????   
        2010-11-23 11:11:42:
        2010-11-23 19:33
        Dear XXX,
        What you wrote is reasonable. If you inquiry some items but later other companies inquiry the similar, I will let you know immediately.
        Regarding the project XXX, please kindly ask your sales managers to monitor. I hope that we may receive the order soon.
        Have a nice day.

        2010-11-23 19:40
        Hello, Michael.
        I also hope!!!!
        in any case please inform me if you would get any request.
        2010-11-23 13:33:44:
        三周以后。。。

        2010-12-16 15:51
        Hello, Michael.
        I have a really good news!!!!
        I confirm you this order!!!!!!!!
        Please cut all items. If they would be ready this year we will take all this order this year!
        Please inform me when the tile will be ready!
        Thank you in advance!!!
        2010-12-13, 6:16:58:


故事的结局是。。。
        4个集装箱

        总金额5万多美金

总结: 客户投诉也可能是机会.投诉也是提供厂商一个和客户加深了解和磨合的机会.中国人讲"不打不相识",只要控制好"度",机会还是很大的.

该案例中,我花了45分钟时间反复阅读了客户的来信,揣摩其心理.我很看中销售中的心理.经过对客户来信的反复阅读,我发现,客户的真正诉求很可能是要求保护其工程,我进一步分析,既然那么看中,措辞那么强烈,该工程被其拿下的可能性很大.但是,我又不可以处于下风,需要扭转局面.于是首先,我挑出了来信中符合事实的部分,假装说自己惊讶地发现两家公司询价和类似.但是又指出已经加了10%,保护了客户的利益.然后对客户"子虚乌有"的责问挡回去.继而抓住客户说PROMOTE我司产品,列举其近两年来在我一直支持而其出货不力的事实,当然为避免激怒他们,补充说到自己不想挑战他们,只是说一下自己的感受,本意还是要双方共同发展的.现在时机成熟了,该给这个投诉下个定论,给客户一个台阶下了,就是这是一个MISUNDERSTANDING.最后借客户要工程保护的声明,使把力,转被动为主动,要求客户提醒其销售经理,每次竞标要及时通知我,其实也是委婉地批评他们不与我保持密切联系.责任也在他们.这封信就秉承了我在PPT里写的"有理,有利,有节".

于是大家看到,客户态度180度大转弯,感谢我还来不及.

最后的结果也和我预计的一样,拿下了工程,确认了定单.其实,该客户最终在去年12月总共下了7个集装箱.为我的年终冲刺贡献了力量.

顺便问一句,这下内容够具体了吧?

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choosebetter (Choosebetter-选择更好)
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经验不是盖的。。。

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yayap
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UID 1788455
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哇,偶像上真实案例了,收藏收藏

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木查雪 (Michael Hu)
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UID 1788452
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很希望能单独将该案例贴在"福步新人",只是现在不是新人了,无法发帖了.

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Joexia123
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这个报告深得我心啊。兄弟借用一下楼主不介意吧。也是用于培训新人。

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marvin223
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好厉害,学习了

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木查雪 (Michael Hu)
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回复 #24 Joexia123 的帖子

我不介意,只要多来"福步新人"板块发些深入人心的原创帖就行.

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lyg123
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经验之谈啊,好贴呢谢谢分享

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宝贝雅儿
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十分受教  顶一下

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cathyyonug
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楼主写的不错,谢谢分享

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pingzihu
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海外华商  
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顶一下,写的还是不错

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