如何涨价能让客户欣然接受？

sinoimextassel

本文主旨：
1）案例解析如何游说客户同意涨价
2）如何规避汇率波动带来的风险
3）如何向客户发出涨价通知信
4）图文结合说服客户接受价格变动
5）后记：涨价一定要合乎情理


1案例解析如何游说客户同意涨价

Susan的英国客户Leo. 之前已经有过合作，是老客户。因为汇率变化价格需要上涨，Leo不同意。

以下是Susan的邮件：

Hello Leo,

As the exchange rate ,we can't keep the original price. It makes our profit low.

So please kindly evaluate our price again. If it's really hard to work, we hope we can work with you for next order.

Appreciate for your support.

Thanks & Best regards,

Leo

点评：

严格上说，这不是很规范的涨价通知邮件格式。最后一句话拒客户千里之外的感觉。

因为汇率变动，应该和客户列明之前报价是基于多少汇率，如今在最新汇率之下，价格变动多大。再看客户反映进一步解释。

先看下文，后续再讲格式。


Leo回复：


Hi Susan,

If you back to the old price we can make 2x40HQ together.

Kind regards,

Leo

客户意思，维持原价，2个高柜。

Susan回复：

Hello Leo,

Many thanks for your email.

Frankly speaking, It is really hard for us work now.

Refer the exchage rate ,in your last order dated June,7th,2017,the exchange rate is USD 1:RMB6.78.

Today ,it is USD 1:RMB6.73,it is mean 0.74% rise in the exchange rate, the price for your last F618 is usd40.5/ctn, it is mean USD 40.5x0.74%=USD 0.3ctn

The other important factor is rise in material and labor cost in busy season.

Every worker can make about 200pcs per day, we paid them usd19 per day one before, it is means 9.5/100pcs.

Now, for the Christmas order is coming, they are working overtime for production. we at least pay them usd22 per day, It is means 11/100pcs.It is about USD1.5 difference per carton.

The new price should be usd40.5+usd1.5+usd0.3=usd42.3,anyhow,to cooperate with you, we share some cost.

We offer usd41.2/ctn FOB shanghai, We do hope you could give us understanding and confirm the price

Thanks & Best regards
Susan

Susan原文想表明，除了汇率波动，人工费和材料一涨，单价也受影响。她的列述很详细，能给客户很直观的数据。

但是表达的话很不专业，过于赘述，有东扯西扯地把价格上调的嫌疑，不够说服力。这类邮件，应列点细述，并相应地Highlight. 让客户看了一目了然。

“
比如：
Worker Labor Cost in Detail:

Normal Production Volume 200pcs/worker/day. Labor charge USD19/ worker/day. Means USD0.095 on each pcs.

Peak season, labor charge USD22/worker/day. Means USD0.11 on each pcs.

Extra USD0.015/pcs on the labor cost. 100pcs/CTN. So there will be extra USD1.5 on each CTN.
”




继续看下文。

Leo回复：

Hi Susan,

That is not support for long co-operation.

So please give us the old price to show you are sincere.

Kind regards,

Leo

客户依旧不同意，坚持要原价采购。


我帮Susan起草一份邮件回复Leo:

Hello Leo,

New price we can offer you is USD 42.3 /CTN based on the RMB-to-USD exchange rate 6.73.

Kindly see the cost breakdown as follows:

1)Old price USD40.5/CTN
2)Due to the rate rise at 0.74%: USD40.5*0.74%=USD 0.3/CTN
3)Extra additional labor cost is USD1.5/CTN.

So USD 42.3 in total. Discount Price mentioned in the previous email: USD41.2/CTN.

Through careful calculation and discussion with our director, best price we offer isUSD41/CTN. We've tried our best to share the most of extra labor cost with you. This is really our bottom line. Please further advise.

As we also want to schedule the production plan in the early August and strive for the soonest delivery for you. Thank you for your understanding.

Susan

这封邮件，最重要的点有两个。


1


帮客户理清楚当前汇率下新价格是多少。

再给客户一个价格明细，列请以前价格多少，汇率变动下涨幅多少，额外的人工费用多少，上封邮件提及到的折扣价多少。在这基础上，稍微让利一些，告诉客户你方承担了绝大部分人工费用。


2


提醒客户不要在价格上周折太久，8月份需要排生产单，及早决定及早下单，才能争取最快出货时间。

这封邮件后，客户同意了。





2如何规避汇率波动带来的风险？


最近材料涨价，人民币不断升值，报价和做PI需要谨慎谨慎再谨慎。稍微有出入，可能血本无归。

17b2c

很好，很实用
人民币升值确实是一个很大的问题

sinoimextassel

17b2c 发表于 2017-8-17 11:23
很好，很实用
人民币升值确实是一个很大的问题

谢谢支持:)

sinoimextassel

看看我的签名设置，为啥一直有字符的限制

Alng

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