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标题: 给价格敏感客户的报价指南
doris-lin1983
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给价格敏感客户的报价指南

再试一次,不行就不发了
Quotation Tips for Price-Sensitive Customers
俗话说:“货比三家”,消费者在购买行为的过程当中往往喜欢做各种对比,大家都希望能买到物美价廉的产品。而商家为了能够吸引不同的消费者,往往也会采取各种不同的价格策略。在国际贸易的过程当中这种现象也非常普遍,特别是对于一些对价格比较敏感的客户,我们在报价的时候应该注意什么呢?
As the saying goes, we should shop around before purchasing. So consumers often like to do various comparisons in the process of purchasing and they hope to buy cheap and fine products. In order to attract different consumers, merchants often adopt different price strategies. This phenomenon is also very common in the process of international trade, especially for some customers who are sensitive to price. What should we pay attention to when making a quote?
 
在提供报价给客户之前,我们要尽可能地了解清楚客户的情况,比如客户来自哪个国家,如果是像印度等对价格非常敏感的市场的客户,在推荐产品的时候,可以选择推荐一些比较基础且价格比较有优势的款式,先从价格上吸引客户的注意力,在进一步的深入了解过程中再逐步推荐其他的款式或者产品,因为如果一开始便给客户价格很高的印象,接下来如果有更适合客户的产品,对方也许会因为认为价格高而失去继续了解的兴趣,所以要注意产品推荐的顺序。如果客户属于比较大的公司,在推荐款式和报价的时候,可以适当提供一定梯度的款式范围供客户参考,比如囊括低、中、高不同档次的款式,并按照价格的梯度依次展示给对方。因为即便是大公司客户也有可能采购基础档次的产品,或者采购不同价格梯度的产品,所以多提供不同档次的产品供客户了解,更能吸引对方的注意力。
Before offering a quote to a customer, we need to know as much as possible about the customer's situation, such as the country from which the customer came from. If it is a price-sensitive market like India, when recommending the product, you can choose to recommend some cheap products. And the price is more advantageous, first attract customers' attention from the price, and gradually recommend other styles or products in the process of further in-depth understanding. If you give the customer a high price at the beginning but there is a product that is more suitable for the customer later, the customer may lose interest in continuing to cooperate because of the high price, so pay attention to the order of recommendation of products. If the customer belongs to a relatively large company, when recommending the style and quotation, the range of the style of the gradient can be appropriately provided for the customer's reference, such as the styles of low, medium and high grades, and displayed to the other party according to the gradient of the price. Because even large company customers may purchase basic grade products or purchase products with different price gradients, so you can provide different grades of products for customers, and attract more attention from them.
 
另外一种情况下,如果已合作客户的价格需要调整的时候,特别是客户对价格非常敏感的客户,一定要注意跟客户彻底解析清楚价格调整的原因,令对方信服。比如多从原材料价格调整、人工成本增加等外力因素分析价格调整的原因,否则有可能会让对方以为供应商想要牟取高额利润,因此对供应商产生不良印象而影响往后的合作关系。
In another case, if the price of the cooperated customer needs to be adjusted, especially if the customer is very sensitive to the price, you must pay attention to thoroughly explain the reason for the price adjustment and convince him. For example, the reasons for price adjustment are analyzed from the external factors such as raw material price adjustment and labor cost increase. Otherwise, he may be expected to think that the supplier wants to obtain high profits, so he has a bad impression on the supplier and affects the future cooperation relationship.
 
最近在与一位合作客户的价格沟通中遇到这样的情况:
I recently encountered this situation in the price communication with a partner customer: 

A先生看中了我们的一个新款,在询价的过程当中问到了一些关于这款产品的特殊配置的情况,但因为客户先前的订单并不涉及相关的特殊配置,所以在提供给客户的报价中并不包含此等特殊配置。但A先生却将价格按照特殊配置上报给公司上层领导,随即在让我们提供特殊配置的相关证书时才意识到客户的要求是按照新标准,这个时候我们才焕然大悟。但由于特殊配置的价格跟标准配置相差较大,所以对方对此非常生气,认为我们不应该没有清楚他们要求的情况下对作出误导。因为这个事情也让客户对我们产生很多负面印象。通过这个事件给我们的一个警示便是:即便有些客户已经在合作中,但当客户提到产品的特殊情况时,一定要先跟对方多次确认,再做精准报价,才能一击即中。
Mr. A took a fancy to one of our new models and asked about some special configurations of this product during the inquiry process, but  the customer’s previous order did not involve the relevant special configuration, so these special configurations were not included in the quotes provided to the customer. However, after Mr. A reported the price to the upper-level leader of the company according to the special configuration, I immediately came to realize that the customer's request was in accordance with the new standard after he let us provide the relevant certificate of special configuration. However, the price of the special configuration was quite different from the standard configuration, the other party was very angry about this and thought that we should not mislead if we did not know what they were asking for. It also made customers have a lot of negative impressions on us. One of the warnings given to us through this incident is that even if some customers are already cooperated, when the customer mentions the special circumstances of the product, we must first confirm with him and then make a precise offer to make it.

每天我们都可能应对不同客户的询价、报价,但只有做好客户情况的分析,对症下药,才能尽可能地把与客户合作的机会。
Every day, we may respond to the inquiry and quotation from different customers, but only by analyzing the situation of the customer and prescribing the right medicine can we cooperate with the customer as much as possible.

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