邀约客户参加展会获取订单过程回放

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公司计划参加10月份在德国科隆的专业食品展。按惯例，我给附近所有的客户，包括Fiona在内的所有客户都发出了邀请，Fiona是我联系了快两年但一直没有下单的客户，这次依然没有收到回复。

一个礼拜过后，老板带着样品登上了飞往德国科隆的航班。在展会期间，老板每天都接待了大量的专业客户。每接待一个客户，老板都要在该客户名片上记下其需求产品。

周一，老板把这些名片分发给各业务员，原来是谁的客户还归谁联系。从老板获得的名片分析，很多客户访问了展位，不少是没有回复我的潜在客户。当看到Fiona名片上“拿走Coated Peanuts PM8b一袋”时，我立即上线找到Fiona，询问她对我们样品的评价。很快，Fiona回复说我们样品的质量不错，并有意向买一个40尺柜的产品。对方询问了产品FOB价格﹑包装﹑交期以及付款方式等。经过双方讨价还价，我最终给对方报了个比较合理的价格，并详细地回复了她的问题。对方承诺第二天会给我答复。

第二天，她没有上线。

第三天，上线了。我主动搭讪得知她前一天出去办事了，没在办公室。对方突然又提问了：“Ricky, can you declare only ‘Peanut Kernels’ on all shipping documents when we order. It will reduce our import tax.”。我懵了，要知道如果按照客户的要求去做，就意味着走私，欺骗海关。而且商检时，也要用Peanut Kernels（原料花生）代替，这要冒很大的风险。我司从没有这样操作过。

于是，我向Fiona说明了我们的难处，果断并委婉地拒绝了她的要求。经过询问，获知对方只需要提单﹑发票﹑装箱单﹑产地证﹑植检证和健康征，无需做贸促会或使馆认证。于是，我给对方提出了另一种降低关税的方法，既：我司提供两份发票，一份是正确价值的，给客户参考；另一份则是低价值的（约为正确价值的50%），作清关用。但是，如果对方在清关时有任何风险，我司不承担任何责任。同样，对方需要考虑后给我答复。

很不幸，在接下去的三天，客户都没有上线。我想对方可能正忙于别的事情吧，没有急着去给对方发邮件。

第七天，我终于等到了Fiona。当我询问对方考虑得如何时，她的回答着实让我捏了一把冷汗。

对方的原话是：“Ricky. Do you know why I didn’t give you reply in the past three days? I found another supplier in China who can offer lower price. Also,They can get ways to declare only ’Peanut Kernels’ on the documents.”。

为了争取定单，我不假思索道：“OK. Thank you for your information. But, as mentioned before, we cannot do like that. It is too risky. Once discovered by the custom, we will be punished. Please understand us. We guess your another supplier is from Shangdong, right? Shangdong is the orginal place of peanuts. We also buy raw peanuts from Shangdong. They have advantage on price. They are able to put ‘Peanut Kernels’ on the shipping documents. We hope you do good business with them. But, if you have any difficulties, we will be pleased to help you.”。

我可以肯定她也在和山东的供应商沟通。过了10多分钟， 她才发话：“Yes, from Shangdong. They told me, may be they can put only ’ Peanut Kernels’ . I have to consider carefully before putting order to someone.”。

通过Fiona不太肯定的话语，我看到了光明：“You see, they can’t guarantee anything. Please image what the result will be if they fail to do like that. Both you and them may suffer a heavy loss. Also, we don’t think you have got sample of Coated Peanuts from them. But, you have already see and taste our samples from our booth. You can check the quality by yourself. You get what you pay for.”。

“All right, please give me some time. You will get the final answer very soon.”

接下来的三天，我又没见Fiona上线，于是给对方留了言。后来得知她感冒了。

第十一天，对方主动找到了我：“Hi, Ricky. I am sorry but I caught a cold.”。出于关心，我赶紧询问有没有去看医生，现在有没有好些。

对方发了一个笑脸：“I am OK now. Thank you, Ricky. I have a good news for you. After consideration, we decide to take the container from you. But, could you please quote me your BEST CIF Beirut price. We would like to ship the goods via MSC”。

看来，对方还是想得到更好的价格。

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于是，我把这一情况向老板作了汇报。老板让我在原来CFR价格的基础上再让0.01美金。从我司货运经理那得到海运价后，我给对方报了新价格，这次我报的价格小数点后带了三位数（原来是二位数）。这样可以让对方感觉到我们差不多已经给出了最好价格，并有很强的成就感。

对方即使心里接受了这个价格，还是要我们再核算。

这次，我没有再让价：“This is our best price. Right now, it is the harvest time for new crop peanuts. The price is rising day by day. The farmers are holding their stocks to expect a higher price. We just got information from our supplier today, the price of raw peanuts is 400RMB higher than yesterday. It is estimated that the price will still go up in the next 14 days.”

“Can’t you give me any lower price?”

“No. I can’t. If you don’t believe, I will send a contract we have just signed with another  customer for the same item”。为了让对方死心，我把前不久和一老客户刚签的合同，遮掉公司名和联系方式后扫描发给了Fiona。

对方看了，将信将疑，很想知道我们的这个客户名字：“What is the name of the  associate? Can you tell us?”

“I am sorry but it is confidential. Our company doesn’t allow us to do like that. As you see, we are offering better price to you. This is also our deadline price. Otheriwise, you may find other suppliers in Shangdong. May be they can fufill your requirement.”。

经过艰难的谈判，对方接受了价格：“OK. Ricky. I accept your price. What is your terms of payment?”

“We have two ways foryour choice.

1)30% T/T down payment before shipment, 70% balance T/T after faxing B/L.
2)30% T/T down payment before shipment, 70% D/P at sight. Since this is our first cooperation.

"We suggest you take the 2nd way. What is your opnion?”

“Yes, It’s our first cooperation. We hope to do business with you on long term basis. So, this time, please accept 20% deposit before shipment, we will transfer the 80% balance to you after receiving your faxed B/L and other shipping documents.”

到此为止，我已经看到了对方强烈的采购意愿。做生意就是需要买卖双方相互理解。在公司允许的条件下，我接受的对方的提议：“OK, we accept. Hope we will have a good cooperation.”对方很开心，又给我发了一个笑脸：“Thank you, Ricky. We hope so. Please send me your Sales Contract and PI. We will sign the contract and pay the 20% deposit.”。

忙乎了这么久，眼看快要钓到“大鱼”，我心里别提有多开心了。可是，老天又偏偏喜欢捉弄我。


到了第十二天，Fiona又询问运费，并说要使用自己的货代：“Ricky, please advise the freight rate. Maybe I can use my own shipping agent who can offer lower rate”。

倒！我把心都掏出来了，难道她还在怀疑吗？直觉告诉我对方是在故意耍滑头，怕我们黑她运费。

于是我把运费和保险列了出来，附上FOB价格：“The freight for a 40ft container shipped via MSC at the end of November is USD 3600. This is also the best rate we can obtain. Would you pease check with your shipping agent if they have lower rate? At the same time, you are advised to pay 100% of the invoice value to us before shipment if you use your own broker.” “why not accept the terms of payment we agreed?” 。

我司规定，如果新客户要使用自己的货代，在发货前，我必须收到全额货款才能发货物。吃一堑长一智，之所以这样做是为了降低风险。

曾经有一次，同一美国新客户合作，对方指定货代并付了30%定金，我们发货后，向对方货代要提单，她们却称已经电放给了客户。我司迅速联系客户，很幸运，客户同意马上付余款，最终才有惊无险。

如果遇上不守信用的客户，后果不堪设想。 没有多想，我阐述了我司坚定的立场：“Sorry, but it is our company rule. We are doing in this way with all of our customers. In order to minimize the risk for both of us, we suggest you take CIF term. We accept 20% before shipment, 80% balance after faxing B/L to you. The B/L is holded by our Final Department before receiving all your payment. Otherwise, we need to hold a meeting to discuss with our Management Term, Sales Team and Financial Department. So please reconsider carefully.”。

毫无疑问，作为一个有着20多年采购经验的中东商人，Fiona最终被我专业的谈吐以及执著的精神所打动：“OK, I take CIF. I will sign contract and send you our shipping mark”。


第十三天，对方就通过邮件发来了合同和纸箱唛头。很奇怪，她居然把大名签在了“THE SELLERS”一栏。这应该不是有心的吧？我又不得不让对方重签，还附带了我根据她要求排好版的唛头。

第十四天，客户回签了合同。到此，我终于释然了！整整两周的曲折跟进，终成大单！

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总结
1） 展会后，针对有意向的客户及时跟进。一般展会后一周必须主动联系客户。对方从展会上可以找到很多供应商。拖延一天跟进就意味着降低成交几率。

2） 针对客户烦琐的问题一定要耐心地﹑专业地回复。

3） 掌握客户所在地区的市场情况。同时，要善于捕捉客户真正需求和心中所想，给客户有的放矢地报价。知己知彼，百战不殆！报价要规范完整，对方没要求的其他信息最好也附带。这样，让对方感觉很专业。

4） 不要轻易给客户底价。采用灵活的谈判技巧粉碎客户的还价“伎俩”。不论地区，真正有意向的客户不一定只注重价格。卖家的产品质量和服务也是关键。

5） 当客户的要求同国家有关法规相抵触时，立场要坚定。触犯国家规定或昧良心的事情咱不能做。