產(chǎn)品賣(mài)向全世界各個(gè)國(guó)家，而有些國(guó)家的收入水平確實(shí)比較低，客戶對(duì)于價(jià)格敏感度很高，他們確實(shí)就是看重價(jià)格，同時(shí)質(zhì)量要求也比較低。這個(gè)也不是他們自己的原因，而是市場(chǎng)如此。如果價(jià)格上不能滿足，他就很不客氣的和你bye-bye了。

對(duì)于這樣的客戶：

第一，是否能夠找到便宜點(diǎn)的材料，或工藝能把成本降低的，滿足低價(jià)市場(chǎng)的需求?，F(xiàn)在印度這樣的低價(jià)市場(chǎng)非常大，如果這樣的價(jià)格敏感客戶都放掉是很可惜的?？扇绻觯饪繕I(yè)務(wù)員三寸不爛之舌是很難搞定的。

第二，對(duì)于有一部分客戶，價(jià)格要求確實(shí)太低的，我就主動(dòng)放棄?？蛻艉芏?，不能貪心想著和每一個(gè)客戶都能做成生意。關(guān)鍵要把握好，自己公司的產(chǎn)品在市場(chǎng)上定位是什么？

關(guān)于價(jià)格談判，有業(yè)務(wù)員說(shuō)，看你講的原則也能理解，可具體操作的時(shí)候，又不知如何做了。今天我就試著用實(shí)際郵件案例，來(lái)立體的簡(jiǎn)述一下這些談判原則，希望對(duì)大家有所幫助。

為了方便大家的閱讀，我先給出修改前和修改后的郵件，然后在做點(diǎn)評(píng)。

這封郵件的大致背景，就是給客戶報(bào)了價(jià)格后，客戶覺(jué)得價(jià)格比別人家的高，要求降價(jià)。

修改前的郵件全文：

Dear Pina,

Glad to hear from you~

We really don't want to lose a good customer like you, so the price i quotated is lower than our general quotation.

and pls believe that the price is more competitive in our line of mirror.

What's more, the mirror frames you selected are very popular for good quality in Europe,like Ireland, England,Germany, Italy and so on. And we have received their repeat order.

If other suppliers supplied you the lower price than us, then according to my experience, i'm sure the quality cannot be same as ours, pls believe the quality of our product compeletly conform to the Quality Standard of Europe.

You know ,the price can be negotiable depend on order quantity, delivery time, package and payment, etc. Normally,The 40HQ' container can be put 5-7 styles of mirror frames, if the order quantity is enough, and you select 1-2 styles of mirror in one container, then i'll negotiate with my boss ,to give you some discounts. How do you think so?

Can i have your ideas or requests about our products? if you give me the order quantity of every style of mirror, i'll quote the better price for you asap.

Look forward to your kind reply~

Much thanks and best regards,

XXXX

修改后的郵件全文：

Dear Pina,

Thanks a lot for email, and I fully understand your situation.

I really treasure you much as a very valuable customer. So I have applied hard from our boss for a most special price for you. Meantime，please rest assure that our superior quality will make your customers very satisfied. We may give reference to you for our satisfied customers scattered all over Europe like Ireland, Englang, Germany, Italy…

Regarding your request for a better price, I fully understand that it will be very helpful for you to sell faster in your market. We certainly will make our best to support you. I’ve just talked with our boss, he asked, whether you can order 1-2 styles and make one container?

This will be very helpful for us to reduce the production costs on our side.

Certainly, we will respect your decision, as you are expert on your market, and our final goal together is to move more products to your consumers.

Please give me the quantities & styles, so I will work out a best price for you fast.

Best regards,

XXXX

點(diǎn)評(píng)：

Dear Pina,

Glad to hear from you~

從本郵件基本可以判斷出來(lái)，客戶的上封郵件應(yīng)該是說(shuō)你的價(jià)格比別人高。所以這個(gè)開(kāi)頭，就有點(diǎn)不夠明確。可以考慮這樣寫(xiě)：

Thanks a lot for email, and I fully understand your situation.

我們養(yǎng)成一個(gè)習(xí)慣，就是對(duì)于再大的爭(zhēng)議，都首先要表示理解客戶的立場(chǎng)。理解不代表同意和支持，但它是一種風(fēng)度，是專(zhuān)業(yè)精神的一種體現(xiàn)，你的理解也更能換得客戶的理解。我們?cè)谡勁械倪^(guò)程中，非常需要win-win的精神，而不是win-lose的對(duì)立感覺(jué)。我經(jīng)常強(qiáng)調(diào)，業(yè)務(wù)員在同客戶談判和交涉的時(shí)候，一定要有shoulder-by-shoulder的肩并肩的合作感覺(jué)，而不是tooth-to-tooth的針?shù)h相對(duì)的對(duì)抗感覺(jué)。一句理解，可以化解掉客戶的對(duì)抗的感覺(jué)，能夠更容易聽(tīng)得進(jìn)你的話。

We really don't want to lose a good customer like you, so the price i quotated is lower than our general quotation.

and pls believe that the price is more competitive in our line of mirror.

意思可以理解，但給人的感覺(jué)有點(diǎn)負(fù)面。業(yè)務(wù)員措辭要選用積極的詞，把客戶朝積極的狀態(tài)去引導(dǎo)和暗示。比如lose, 就是一個(gè)負(fù)面的詞，有一種冰冷的恐懼的感覺(jué)。這句話的感覺(jué)，還是自我為中心的，因?yàn)槟銚?dān)心失去我這個(gè)客戶，所以才報(bào)價(jià)比常規(guī)低。這種負(fù)面的詞，往往引起客戶的負(fù)面的情緒，我們業(yè)務(wù)員的戰(zhàn)場(chǎng)在哪里？是在客戶的大腦里。讓客戶保持愉悅的性情，處處朝著好處想，那他做的決定自然也對(duì)我們有利。

這么改一下試試：

I really treasure you much as a very valuable customer. So I have applied hard from our boss for a most special price for you.

這樣寫(xiě)的不同在于，第一展示了你的誠(chéng)意，很尊重和重視他，同時(shí)，也給他了特別的對(duì)待。還包含了，你已經(jīng)很努力同老板申請(qǐng)?zhí)貏e的價(jià)格，所以客戶不要再預(yù)期還有很大的空間。另外，完全沒(méi)有對(duì)抗的感覺(jué)。感覺(jué)上也是積極的，溫暖的，努力的。

What's more, the mirror frames you selected are very popular for good quality in Europe,like Ireland, England,Germany, Italy and so on. And we have received their repeat order.

這句話你想表達(dá)的是你的質(zhì)量好，在歐洲有很多客戶，給客戶打氣嗎？可以更直接點(diǎn)說(shuō)。

Meantime，please rest assure that our superior quality will make your customers very satisfied. We may give reference to you for our satisfied customers scattered all over Europe like Ireland, Englang, Germany, Italy…

當(dāng)我們要打動(dòng)客戶的時(shí)候，可以用一些非常positive的詞語(yǔ)，引起客戶強(qiáng)烈的情感。比如rest assure, superior, satisfied, reference, all over等，就讓你句子的力道增加很多。

If other suppliers supplied you the lower price than us, then according to my experience, i'm sure the quality cannot be same as ours, pls believe the quality of our product compeletly conform to the Quality Standard of Europe.

1. 不要詆毀競(jìng)爭(zhēng)對(duì)手

2. 不要下武斷的結(jié)論

別人價(jià)格低未必就是質(zhì)量不好，這個(gè)需要有論據(jù)才能說(shuō)。另外，這樣的詆毀對(duì)手，會(huì)容易讓客戶反感，他會(huì)逆反心理去想，去看待你。

可以試試這樣寫(xiě)：

I totally understand that you might have other offers as well, which might be good ones. I do not want say anything bad on a competitor; however, I want to prove to you, that we are a most reliable one in terms of quality, capability, and service.

這個(gè)地方不知道你和競(jìng)爭(zhēng)對(duì)手相比的優(yōu)勢(shì)在什么地方，遇到這種情況，我們的原則是不要詆毀對(duì)手，而是要巧妙地突出自己的長(zhǎng)處（往往是對(duì)手的短處），雖然沒(méi)有直接通競(jìng)爭(zhēng)對(duì)手對(duì)比，但實(shí)際上客戶自己心里已經(jīng)對(duì)比了。

實(shí)際上，這段話最好不要。因?yàn)樽尶蛻粝肫鸶?jìng)爭(zhēng)對(duì)手，就是不對(duì)的。會(huì)引導(dǎo)客戶去調(diào)查其他對(duì)手的價(jià)格，或者延緩?fù)愕恼勁?，?lái)比較價(jià)格，造成夜長(zhǎng)夢(mèng)多，出現(xiàn)意外情況。

You know ,the price can be negotiable depend on order quantity, delivery time, package and payment, etc. Normally,The 40HQ' container can be put 5-7 styles of mirror frames, if the order quantity is enough, and you select 1-2 styles of mirror in one container, then i'll negotiate with my boss ,to give you some discounts. How do you think so?

這個(gè)地方看似是想做個(gè)讓步，同時(shí)爭(zhēng)取客戶的數(shù)量更集中。

Regarding your request for a better price, I fully understand that it will be very helpful for you to sell faster in your market. We certainly will make our best to support you. I’ve just talked with our boss, he asked, whether you can order 1-2 styles and make one container?

This will be very helpful for us to reduce the production costs on our side.

Certainly, we will respect your decision, as you are expert on your market, and our final goal together is to move more products to your consumers.

展現(xiàn)一下，什么叫shoulder-by-shoulder的感覺(jué)。就是很替對(duì)方著想，點(diǎn)明共同的利益，該請(qǐng)求對(duì)方幫助的地方也提出來(lái)，非常的co-operative 和 considerate. 同時(shí)，我們要體諒，縮減到1-2款，工廠是可以把麻煩降低了，可對(duì)于客戶，是否能滿足市場(chǎng)的需求呢？這個(gè)是由市場(chǎng)決定的，不是由客戶決定的，供應(yīng)商應(yīng)該要給予理解和支持。

Can i have your ideas or requests about our products? if you give me the order quantity of every style of mirror, i'll quote the better price for you asap.

Look forward to your kind reply~

這句Can i have your ideas or requests about our products?在這個(gè)談判的場(chǎng)合有點(diǎn)na?ve.客戶如果不認(rèn)同你的產(chǎn)品，就不會(huì)同你談到這個(gè)程度了。本郵件的目的是說(shuō)服客戶把款式集中到1-2個(gè)款式上，你好給客戶一個(gè)最低價(jià)格。

最后結(jié)尾可以這樣寫(xiě)：

Please give me the quantities & styles, so I will work out a best price for you fast.

圍繞著上述的目的，接下來(lái)我們希望客戶如何做，就可以推動(dòng)事情往前走了呢？不就是選1-2個(gè)款式，告訴你數(shù)量嗎？這樣一個(gè)祈使句，敦促客戶采取行動(dòng)，馬上給你數(shù)量和款式。同時(shí)，你在態(tài)度上給客戶一個(gè)很配合的積極的信號(hào)。結(jié)尾用祈使句，讓客戶明確知道，下一步要如何做，可以有效的提高回復(fù)率。

請(qǐng)記?。嚎蛻舾M(jìn)談判 — 攻城為下，攻心為上