让客户下年度订单，我有法宝！Tips for Getting a Yearly Order!

外贸连

阿连有一张在广交会的时候就确定的年订单，后来客户回国后进行了市场调查可能觉得款式不能够一下子确定下来，要分开来下单。眼看一张大单就要飞走，真是心有不甘，还好最后经过“纠缠”后终于还是按原计划下订付款了：
My yearly order, confirmed in Canton Fair, was going to be separated after my customer went back country and he thought it couldn’t be determined immediately due to design. I wasn’t resigned to loss this big order, luckily, with negotiation, finally the customer placed the planned order and payment.
按照客户往年下单的规律，一般都是会下年度订单的，所以在广交会的时候，我们也是建议客户下年订单，建议客户可以先确认订单，然后我们既可以给到优惠价格，还可以保证客户的出货期，同时还可以保证跟上客户的市场需要。
According to the rule of the customer in orders, they generally will place yearly order. So at the time of Canton fair, we also suggested them to do so, because in this way, not only they can get preferential price but also we can guarantee delivery time and keep up with market demand of the customers.
刚开始客户跟我们说他们不能确认每个柜子需要的款式，还是坚持看每个月需求再下订单。
At the beginning, customer told us that they cannot confirm the design of each container, so he stuck to place with the need every month.
我们给出专业的建议给客户，分析我们可以哪几个款式一起下，到时候什么时候出的哪些款式只要客户提前跟我们确认,那我们就可以安排给客户。所以客户在广交会上就成功确认了年订单给我们。
We gave professional advice to the customer that analyzed which designs can place together, and we could arrange to the customer as long as he confirmed with us ahead of time. As a result, he confirmed in order successfully in fair.
当时阿连稍稍轻了口气，觉得总算谈下来。但真正的跟踪是在客户回国了以后，在交定金这里还是跟客户纠结了一段时间。相信每家公司都是收齐了定金才可以进行采购，阿连公司也不例外。但是作为客户就不是很愿意，他们不希望将这么多的资金一下子押在这批货上。
At that time, I felt ease because of the successful order. But after he went back, I had to struggle with him about the deposit. It is common that every company won’t purchase material unless receiving deposit, my company is no exception. But the customer was unwilling for paying the goods with large capita for one time.
在这种情况下，为了留住客户，我们作出第一次让步。但是客户还是不愿意，就是坚持他的条件。针对这个问题，我们继续“纠缠”好长时间。
In this case, for catching customers, we made concessions for the first time. But the customer still insisted his condition. Aiming at this problem, we continued to “entangle” for a long time.
几乎到了陷入僵局的局面。然后这个时候我们选择的策略是稍为放松，尽量做到张弛有度吧。
We almost fell into a deadlock situation. And this time we chose a strategy that is to relax a little and leave some space to each other.
过一段时间后，阿连再发一封邮件了解客户的想法，客户看完邮件，发了READ 的回执给我就没有了动静。因为已经拖了一段时间，其实对于双方来说，时间拖得越长，只能是浪费时间。所以这个时候我选择了直接打电话给客户进一步了解情况和稍为给点压力给客户说做生意需要互相支持，如果永远只有一方一味的让步，那怎么做生意，我们都一直尽自己最大的能力支持你，but you did not try your side and did not do anything, how to do business?然后这次得到的回复是他会尽快向总部汇报申请.
Later on, I sent an email to get to know his idea. I got a READ receipt but nothing else. For a period of time passed, as to both sides, longer the time went on, it only was a waste of time. So this time I chose to call the customer directly for further information and gave some pressure to him: business needs support from each side, if always blindly concession from one side, how to run the business. We always do our best to support you, but you did not try your side and did not do anything, how to do business? Then the reply I got was he will soon report to the head office.
后来终于在那个周末给电话客户并得到了好消息，客户很快僦安排了汇款事宜。
Finally in the weekend, I receive good news from his call: the customer will arrange the remittance very soon.
其实这个case，我想跟大家分享的就是两点：
In this case, I want to share with you two points:
1.坚持，这是真理，说真的，当时面对客户，电话不接，邮件不回。他远在国外，你能怎么办？
The truth: stick with it. To be honest, what can you do if the customer fails to answer your phone and email?
你只能坚持再坚持的给客户电话，催他回复，催他给点反馈，抓住客户说的每一点信息，因为它们都将有可能会成为你谈判中的点来说服客户。
You can only keep calling him, urging his reply and feedback, catching what he said because it will likely be your point in negotiations to persuade customer.
但当你陷入僵局的时候，这时候也可以稍稍放松一下，改变策略来征服客户。当然你还可以和领导们，前辈们讨论，这种情况该如何突破？告诉你，这是一个很直接，很好的方法，因为他们比你经历得多，可以说阅人无数，看得比你精准，会给到你很大的启发。
But when you’re at an impasse, you also can just relax and change a strategy so as to conquer the customer. Of course, you can also discuss with the leaders and senior about what should do in this case. Actually, it is a direct and useful way because they are moreexperienced and they will have exact opinion. They will give to you inspiration.
甚至得不到进展的时候借用第三方来打破僵局，例如客户那边的big boss。
When getting no progress, break the deadlock by the third party, such as the big boss of the customer’s side.
2.另外跟客户谈判的时候，一定要跟客户解释强调我们这样做是为客户着想，我们的合作是共赢的，告诉客户，让他一下子确认年计划，是为了给到更好的价格给他，同时更好的配合他的交货期，赶上他们的市场计划，不是赚他们更多的钱。我们是共赢的，他更好的扩张市场，更好的赢得市场。这样我们也才会跟着他赢得市场。你跟客户解释多了，慢慢他会理解认同你，相信你，会跟你进行长期稳定的合作。
In addition to negotiate with customers, be sure to explain that we are doing this for the sake of customers with win-win cooperation. You should tell them what you do is just for offering a better price and coordinating their date of delivery to catch up with their marketing plan instead of making money because we pursue of win-win cooperation. Their expanding the market and catching it well will also make us successful in the market. With your explanation, he may gradually understand you, trust you and launch a long-term stable cooperation with you.
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