案例分析：客户找到价格更低的供应商

邮件内容大致是这样：

Hi

I have much better prices for your products. I'm waiting for samples from other suppliers to check and compare.

I'll come back to you asap.

这是一份回盘，因为之前我已经报价给客户了，所以没过多久就回复了我，大致的意思就是说：“他们找到了一家价格更有优势的供应商，并且希望从另一家供应商的地方获得样品，并且去相比较一下，然后最后给我答复”。

看到这里，大家是不是有点似曾相似的感觉，因为做外贸的都知道，这样的例子比比皆是。也许对那些外贸老手老说，那就是so easy的概念了，那么相对那些外贸新手来说，有可能不知所措，会比较虚，有可能自己的价格没有优势或者报价太高， OVER 的概率比较大了，当然也有另一种情况，那就是你们自认为自己的价格和产品在同行中非常有优势，那么就无须担心，如果价格相差不大，不妨可以这么回复客人。

我是这么回复的：

Thanks for reply.

Welcome to compare with other suppliers, that makes us be more stronger. hope we can help you eventually.

Best regards.

首先，我的意思也很简单明确，商场如战场，只要自己的产品过硬，就要有自信，不能自乱阵脚。

就这么短短的几句话，言简意赅，我想客户应该能明白我的意思，就算最后没成单子，那么至少气势犹在，很多老外就是吃硬不吃软的，这个美国客户我报RFQ得到的，诊所的老板，跟踪第三次的时候才联系我。之后呢，客户回复：

OK, I think your price is not competitive at all. You need to improve it so I can purchase 2 units thanks.

实际上，客户告诉我，别家的价格都比我报的价格低80%左右，可以说，我们的产品是很高价的了；这时候，我要怎么解决呢，嫌货才是买货人，帮客户强调他动心的原因就可以了。

Our product is special, because it has the most unique function--automatic analysis, and other 10 patents;

What the unique monitor can do are:

1. Hospitals do not need to train doctors and nurses to do fetal monitoring because it can automatic do it; All results displayed clearly;

2.No needing of connecting with PCs or other media to store the monitoring results,easy and simple to use;

3.This product is the latest software of fetal monitor, you do not want to use IPHONE 4S when there is IPHONE 6S;

4.This product rises the level of a hospital, because it is so smart and automatic and easy reading.

Best regards

表达的意思主要是节省了培训开支，打印成本，用苹果手机来告诉客户我们的产品是最新功能的，他是诊所老板，很在意一些提升档次的东西，所以，最后有了那句话。

客户回复了：

Well that's great but I'm a small business owner. I would like to do business with you! I need two but need better pricing with shipping and all. Can you help us?

然而客户似乎还想要我降价，又该如何应对呢？请继续：

I might not help you on prices because I have already done it to the bottom.

And I think to buy right is better than to buy cheap. This machine can be used over 10 years and still competitive in functions.

Since the total is within $5,000,you can use your credit card to work it out.I myself have a credit card of RMB 10,000.

All advice is sent, so Good day to you and I am leaving, see you next day.

我首先告诉客户，价格我不是不给优惠，而是确实给到了，因为他是终端客户，这个价格绝对不算高的，当然仍然比其他厂家高不少；另外，我又给客户提出一个方案：客户既然资金紧张，可以用他的信用卡支付其他花费，用现金付给我们，客户同意了。

Ok well please kindly send me a proforma invoice with est. Shipping to Houston tx. We can arrange payment today thanks.

我就感觉，这业务做的，不仅仅要卖产品，还得帮助客户思前想后地考虑周全。

持续十几天，30多封邮件，这一单就这样成的。

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