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产品价格对比同行没优势怎么办?这样应对准没错

产品价格对比同行没优势怎么办?这样应对准没错 江西顶易科技发展有限公司
2022-02-24
131
导读:做外贸困扰很多外贸业务员的一个问题就是---价格谈判。那么如果你的产品价格对比同行确实没有优势的时候怎么办?

外贸价格谈判:高价格产品如何赢得客户

在外贸业务中,价格谈判常常困扰着许多业务员。尤其是当你的产品价格对比同行没有优势时,该如何应对?一位学员分享了他的亲身经历。
一、坦然承认高价
他首先坦然承认自己产品的价格确实比同行高,并清晰地向客户解释其产品质量好、能为客户节约成本和降低风险等特点。
二、市场定位与客户筛选
对于价格敏感的客户,他思考是否能找到更便宜的材料或工艺来降低成本,以满足低价市场的需求。而对于价格要求过低的客户,则选择主动放弃,专注于寻找与自身产品定位相匹配的目标客户。

三、差异化战略
他采用了迈克尔·波特的竞争战略理论,选择了差异化战略。通过设计、材料、款式等方面的差异化,使产品不具备完全可比性,从而避免了单纯的价格竞争。
四、软说服技巧
通过与客户的深入交流,了解其需求并针对性地介绍工厂的优势。这种方法称为“软说服”,它不给客户带来压力,通过放松的交流方式化解客户的抵抗心理。
五、专业素养与可靠性
外贸销售人员的专业素养直接影响客户的心理感受。专业的业务员应具备对行业和产品的深刻理解,以及职业化的工作态度。
六、价格谈判邮件案例
为方便阅读,以下展示了一封关于价格谈判邮件的修改前后版本及点评。
修改前的邮件全文

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

修改后的邮件全文

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,请 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

邮件点评
该邮件修改后更加注重理解客户立场,展现了诚意与重视,同时避免使用负面词汇,采用积极表达方式引导客户情绪。

总结

客户跟进谈判中,除了运用适当的战术与技巧,把握细节也至关重要。记住:攻城为下,攻心为上!
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