价格谈判新技巧：一封邮件就能教你！
困扰很多外贸业务员的一个问题就是价格谈判，报了价格，客户嫌高，说别人的价格比你低，或者就不回复你了。对于这样的问题，小编没有可以立即让你“扭转乾坤”的“灵丹妙药”，请来一位老司机，分享他实际邮件案例，来立体的简述一下这些谈判原则。为了方便大家的阅读，我先给出修改前和修改后的邮件，然后在做点评。这封邮件的大致背景，就是给客户报了价格后，客户觉得价格比别人家的高，要求降价。
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,
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，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,
邮件点评：
Dear Pina,
Glad to hear from you~
从本邮件基本可以判断出来，客户的上封邮件应该是说你的价格比别人高。所以这个开头，就有点不够明确。可以考虑这样写：
Thanks a lot for email, and I fully understand your situation.
对于再大的争议，都首先要表示理解客户的立场。理解不代表同意和支持，但它是一种风度，是专业精神的一种体现，你的理解也更能换得客户的理解。我们在谈判的过程中，非常需要win-win的精神，而不是win-lose的对立感觉。这样可以化解掉客户的对抗的感觉，能够更容易听得进你的话。
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，但给人的感觉有点负面。业务员措辞要选用积极的词，把客户朝积极的状态去引导和暗示。比如lose，就是一个负面的词，有一种冰冷的恐惧的感觉。这句话的感觉，还是自我为中心的，因为你担心失去我这个客户，所以才报价比常规低。这种负面的词，往往引起客户的负面的情绪，我们业务员的战场在哪里？是在客户的大脑里。让客户保持愉悦的性情，处处朝着好处想，那他做的决定自然也对我们有利。
这么改一下试试：
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.
这样写的不同在于，第一展示了你的诚意，很尊重和重视他，同时，也给他了特别的对待。还包含了，你已经很努力同老板申请特别的价格，所以客户不要再预期还有很大的空间。另外，完全没有对抗的感觉。感觉上也是积极的，温暖的，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.
这句话你想表达的是你的质量好，在欧洲有很多客户，给客户打气吗？可以更直接点说。
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…
当我们要打动客户的时候，可以用一些非常positive的词语，引起客户强烈的情感。比如rest assure, superior, satisfied, reference, all over等，就让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. 不要诋毁竞争对手
2. 不要下武断的结论
别人价格低未必就是质量不好，这个需要有论据才能说。另外，这样的诋毁对手，会容易让客户反感，他会逆反心理去想，去看待你。
可以试试这样写：
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.
这个地方不知道你和竞争对手相比的优势在什么地方，遇到这种情况，我们的原则是不要诋毁对手，而是要巧妙地突出自己的长处（往往是对手的短处），虽然没有直接通竞争对手对比，但实际上客户自己心里已经对比了。
实际上，这段话最好不要。因为让客户想起竞争对手，就是不对的。会引导客户去调查其他对手的价格，或者延缓同你的谈判，来比较价格，造成夜长梦多，出现意外情况。
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?
这个地方看似是想做个让步，同时争取客户的数量更集中。
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.
展现一下，什么叫shoulder-by-shoulder的感觉。就是很替对方着想，点明共同的利益，该请求对方帮助的地方也提出来，非常的co-operative 和 considerate. 同时，我们要体谅，缩减到1-2款，工厂是可以把麻烦降低了，可对于客户，是否能满足市场的需求呢？这个是由市场决定的，不是由客户决定的，供应商应该要给予理解和支持。
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~
这句Can i have your ideas or requests about our products?在这个谈判的场合有点naïve.客户如果不认同你的产品，就不会同你谈到这个程度了。本邮件的目的是说服客户把款式集中到1-2个款式上，你好给客户一个最低价格。
最后结尾可以这样写：
Please give me the quantities & styles, so I will work out a best price for you fast.
围绕着上述的目的，接下来我们希望客户如何做，就可以推动事情往前走了呢？不就是选1-2个款式，告诉你数量吗？这样一个祈使句，敦促客户采取行动，马上给你数量和款式。同时，你在态度上给客户一个很配合的积极的信号。结尾用祈使句，让客户明确知道，下一步要如何做，可以有效的提高回复率。
最后一句话总结，请记住：客户跟进谈判 — 攻城为下，攻心为上！
价格谈判的新技巧，学习了。。 谢谢楼主的分享，顶一个 分析的很好，谢谢楼主！ 分析的不错，多谢楼主分析，顶
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