外贸业务员如何将SEND PRICE LIST变成ORDER?

转载 网络转载  2015-01-27 07:51:59  阅读 1355 次 评论 0 条

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在写本文前事先说明一下,因为不同的产品,不同的客户群。细一点有不同的国家,不同的贸易条件,不同的体积,不同的市场,客户专业的不同。所以请在阅读前先熟悉一下我做的产品:
家具类/高端产品/货值大/体积大/欧美市场 这五点来作为参照物。

象我先写过的实践操作报价的补充,这里我再补充一点可操作性的东西,一种换位的新方法。因为我的客户群现在既不来源于展会(我们是外贸公司),也不来源于主动联系的商业信函(大家每天发出去的函件),我现有的客户,就只在于如何将产品信息让更多人能够看到,尤其是没在中国进口过,甚至是只在当地对此产品有兴趣想发布,或者是自己开个店将你的货物放在你展厅的,还有网络经销商。重点就在于,如何将客户的询盘演变成买家,而且又回避免费样品,看厂,贸易风险或者资金垫付的完全空手套白狼的方法。

首先因为你发布产品会得到很多询盘,不下于两种。

1,简单介绍自己公司,表明对产品有兴趣。
2,SEND PRICE PLEASE

大家的定向思维:对方有采购任务,报一个有竞争力的价格。或者赶快报价,赶快下单。
而实际上如果大家换位是一个国外进口商的时候,又当是如何呢。
首先客户是否了解你的产品和市场,了解盈利空间和价格?如果是一个问价或者是对产品有兴趣的客户,他如果没有说想下单,大概多少,贸易条款未确定的情况下,你的报价便没有任何意义。客户一般问价会有这样几种情况:
1,他在他的目标市场觉得你的产品有空间,需要价格。
2,公司给于采购任务,需要价格
3,对比供应商之间的价格。
4,有客人下订单给他,他计算出利润后需要供应商的价格作为参考。
5,他经营此类产品多年,想套出价格来看是否有新的商机。
6,不懂产品,的确想买,问价格后直接准备谈论贸易进口事宜。此类客户极少,他甚至询问你在当地如何操作。

而如果他没有完全决定要买,没有完全学习过你的产品,没有了解市场,没有和你协调过你中国这一边进出口的贸易条款。没有用你这一边的资料招揽过他自己的客户时。你的报价毫无意义,所以收到询盘后第一招就是分析客户,是不是买家。是最重要的,和对方的询盘详细和专业程度无关,首先要知道对方是不是客户,再分析是大是小。

对于我处理这两种客户的方法,我做过很多实验,用一封信来验证。以前我总是尝试去反问对方,委婉打听对方底细。而现在发现这样的方法并不礼貌,还尝试过只报几款价格,不报全还有尝试让对方告知大概订单量和FOB OR CIF 条款再给对方报价。后来还是无法阻止客户的流失。四个月来,失去有可能下单的客户大概有30多个了。

现在我尝试用另外 一种方式,也是我要讲的重点。首先内功方面,你必须先确定你的市场,是高端还是低端。然后必须有一个随时在线的货代,不停的有参考性的竞争性海运 ,空运价格。另外和工厂必须磨合一个好的交期,好的质量标准,高质量的照片支持和专业的产品描述。工厂和公司介绍之类最好在网站上能够完全表达出来,在往来信件里就不要把这些介绍,广告类型的话说出来。然后网站上有美感的照片,以实物为主。而你附件里的其他的照片一定要以工厂的现场照片为主,绝对不能COPY其他照片,我在国外的论坛里曾经就被一些客户抱怨过中国的图片剽窃,工人人工低等言论。而这个操作以我的家具类产品为例。过程为:
客户学习→谈样品单→确认条款→再报价→等订金→安排生产→安排海运→余款发货。
这个过程中一定要不断的和客户联系,汇报生产过程,这样才能产生信任。对于样品单来说其实可以接受一些 苛刻的付款方式 ,因为我现在的公司财力不大,所以我每个样单还是都赚了客户几千银子。换以后我会更有诚意。其实样品单可以进行100% T/T IN ADVANCE的,接受30%订金只是为了大订单起模版作用。而其他的我不多说,关键谈一谈新方法中的联系技巧。我今天收到封美国询盘,只一早上就确认了一个样品单。而且 昨天联系的七个客户也 回复准备下样品单。

为什么呢,因为我知道客户要什么。我首先会告诉他这些东西的市场和卖点,询问他收到样品后的营销方式,网络或者是店面。然后帮他做一个预算,你买一个样品,下一个单大概需要多少钱,当然包括海运价和成本价。一起的价格,多少天可以收到,并且附上包装,成品,细节照片。在照片途中委婉解释交期和PAYMENT,委婉打听客户的底细(产品了解程度,在中国有无货代)。然后奉劝客人能否以我这些提供的资料先去找客户,找到客户之后再下单给我们。(这个方法能让客人有选择性,心理选择会使他选择拿到SHOWROOM吸引客户或者是电子商务方式)

我把这封简单的信贴出来,里面还有一些(我的客户就是你的客户这样的说法,最好是接触几次后再告诉对方)
Well received your query with many thanks

First of all we have cancelled the material as Chinese leather,split leather ,PVC ,#202 stainless steel and chrome plated items.because it will not make sense that the chair will not attract your market caused by quality problems(uncertain dangerous).
明示自己做的高端产品,不会因为材料引起质量问题。明确高端产品会吸引市场。
Regarding the shipment.currently we need 2 days for polishing one barcelona chair that we are offering the highly polished mirror shine #304 stainless steel frame.so it is at least 35days for the purchasing and production time with container order and 30days for the sample order.the reason why we take it long is purely guarantee the quality.as my client have told me:"my client is your client."I must be responsible to your goods.
对于需要的交期申请主动权,结合图片描述材料,为以后可能拖延交期缓气。

Please noted that we are devoting to do the best Mies pavilion chair in China.I understand all classics in suppliers in China.they are using Chinese joint venture leather 10.5rmb/feet for the upper part.split leather for the backrest and sides.polished #202 steel for the frame.but the price is just as ours.and the pictures are from other classics sites.However we do not want to be misunderstanding in comparing with your current prices.
希望客户不要将竞争对手的价格相比较,也是让客户学习的过程。
Compared with us we are using full italian leather with #304 stainless steel.I think you can make a wise decision.I have just come back from the factory showroom with taking many pictures.I will show them to you shortly because it is late in China now.I am most confidence on our barcelona chair that I have observed it carefully it is close to perfect.
让客户对自己的产品有信心,当然要结合附件图片。
Payment is 30% deposit ,70% balance before delivery for the container order.
100% T/T in advance for the sample order.
学习后将PAYMENT列出来,要比较合理。
We have done 7 improvements in 2 years that the classics will be definately welcomed by your market.please let me know if you can learn the above material and lead time that I will send you the price.also approx order quantity or sample order project,forwarder availability in China will be highly preferred,
委婉套一些信息,并且再加强一下信心。
Many thanks and kind regards

Respectfully
Joe Lau

这个过程之后客户一般都会和你谈论贸易条款或者产品本身,增加回复几率。这样离价格就远了,当他已经有兴趣学习完毕之后,再报价,价格他心里有底,怎么来的,。MOQ,LEAD TIME,PAYMENT,SHIPPING PERIOD,SHIPPING CHARGE,QUALITY,PLAN,SAMPLE ORDER,FORWARDER,SHOWROOM心里都知道齐了,再知道PRICE,是不是就可以直接PLACE下去了呢?

以下是客户的一些回复:给大家分享一下我的工作成绩。
Hi Joe,

I appreciate your approach very much, thank you for the explanations.

We've been in that business for many years, so we know about the material range used for this product line (I mean designers furniture), thatswhy we're requesting detailled material descriptions from prospective suppliers. And actually you did this part very well.

First of all I want to ask you if we can have the ability to see your sample products exported before to any retailer in the U.S. ? If you can give any retailers address here we can examine there easily your products. Otherwise a representative of our company should visit your factory and examine the products in China.

The forwarder from China is not a problem, we have a consultant in China for paperwork etc.
If we can establish a business partnership in the future shipments will be container based.

We would like to see also the latest product pictures you took and prices.

Thank you for your cooperation, hope to hear from you soon.

Regards
第一封

Hi Joe,

Thank you very much for the pics and the prices, they look good, howver I do have some additional questions for you, regarding the Barcelona chair, I saw in your dimensions that the height you have is 87 cm, however the real one is 76 cm , can you make that adjustment if required, and does your chair has leather straps at he back and under not visiable, and the third question how thick are your cushions...

Further I would like to know if your partner factory can make some additional fibreglass items if requested, I will send you some pics from some of the items so you can see what the possibilities are.

Than I really like to order some sample items from you, as the ball and the egg chair, so where do we go from here i will transfer the amounts requested, and than you can arrange a forwarder who will ship it to us, at our costs.

let me know what to do,

I hope to hear from you soon,

gerard

第二封

Oh, I meant to thank you for the many pictures that you have sent me. Moreover, I thank you for documenting the shipping procedures and packaging of the item.
I am very, very impressed. I will share your images with the client. They  too will be impressed, I have no doubt.

Again, many thanks.

Best, Erkan
第三封

Hi Joe Lan,

I thanks you very much for all the information, I am really impressed with your choice of materials and your pursuit for perfection, these are the companies we like to work with since we serve the higher segments of the European market, so regarding your terms and conditions these are no problem for us...So lets take this a little further and show me the new pics you have taken and the FOB prices of all the classic items you sell. Then I want some more information from you since you also offered me the Ball chair I may assume that you also do fiberglass furniture or do you outsource that to partner factories...and is your company interested in working on new designs and the development from that...what I like to hear rom you is what possibilities you have to offer, besides the classics since I saw on one of your pictures also a white upholstered modern stainless steel chair...

I will inform you a little bit more abour our company we are located in Bali, where we design high quality solid wooden furniture for several high end retailers in the UK, Sweden, Norway, Germany, you can have a look at our range at  , however most of our customers also are looking for modern classics and retro furniture as the ball chair and several other products as modern stainless steel items and upholstered furniture...for all these requests we are looking for reliable partners whi like to work and thinks with us...at this stage we export around 8 till 10 containers a month from China mostly modern classics as the Barcelona , eames lounger and stool the LC 1/2/3 series, but as I mentioned before we are absolutely looking for the best quality available....and regarding your knowledge about steel and leather qualities and designers backrounds I feel that you and your company will offer that expertise we are looking for.

So I hope to see and hear from you soon,

regards,

Jane
第四封
Dear Joe

I am the manager of a french company. We have show rooms in France and we are interested in different of your products. I am very impressed by the luxury material you are using,and from every words I can see your confidence of your products.

The picture looks so nice.here are the items I am interested.

Product Item:HZ-CF012 and HZ-CF005

In a first time to see the real quality as picture shown of your product, we would like to buy one sample of both references. Is it possible ? And what is your best price for the both samples  C&F france - Marseille ?

Thank you by advance for your answer, and I hope do good business in the future.

Best regards.
第五封

hello mr. lau,

thank you for the really good service by sending me so much fotos from your
studio. I have decided to order next week 3-4 barcelona chairs and- if I will sell them in Germany-
one or two ball chairs. I really trust your company and especially you and I won磘 need any test-sendings.

You will get the entire money after I have sold these articles here in Germany, this will
take one week. After that I will give you the information that you have got the money.

I said my customers that the production- as you said- will take 20 days and the shipping 25 days.
You see, I磍l first get the money from my customers and then I磍l get the payment to your account.

Thank you for the patience and the real good communication, your informations were very
helpful for my plannings and my orders which will be done at your company in future.

many many greetings to shenzhen!

Yours, Antonio
第六封

大家拿到单之后到深圳来请吃饭哦。嘿嘿
这里转一个处理询盘的经验谈。


对于供应商如何接触买家,给大家提几点建议:

一、应付买家的网上查询:应该要有一个辨伪程序,否则一旦业务做开,你会淹没在电子邮件的海洋里。一般从买家查询的内容,你就能判断出来哪些是实盘,哪些是虚盘。应该重点处理那些针对性很强的、可以称得上是询盘的电子邮件。对于无价值的询盘,要敢于果断舍弃。

如果以为每个询盘都是要向你买货未免过于天真。有的询盘过于空泛,也许只是客户做市场调查的一种手段。如果你不放弃空泛的信息,可能你每天只能做一些处理电子邮件的事了。

二、处理买家的查询一定要注意方法和技巧。要善于透过电子邮件的表象看到深层去,了解询盘者真正的用意。他是否是真正的买家或者中间商甚至是你的竞争对手?他购买的动机是什么?他的购买能力如何?

掌握这些以后,你就可以有高超的回复处理能力,能够抓住客户的心理,让买家更快、更好的了解你的企业及产品。

三、要非常清楚你的产品(包括质量)是否适合目标市场?要设法了解国内其它同行的质量和价格水平。现在获取同行的产品信息是多么轻松啊!

您要明白,一份询盘,国外客户不会只发给你一家,而会同时发给很多供应商。只有你的产品质量及价格优于同行,才有可能最终获得定单。

四、电子邮件的使用技巧:

处理电子邮件的八字方针:简单、可信、恰当、快速!

1.简单:语言要简炼,不要罗罗嗦嗦,言之无物。要知道,很多国外商人的耐心是很差的,你浪费他的时间就等于在谋财害命。

千万不要小看处理电子邮件的艺术,我告诉你,很多外贸业务员其实都不懂如何写一封好的电子邮件。

其中的关键就在于你能否很好的把握买家询盘的真正意图,从而给他他最需要的最有针对性的答复。

2.可信:简单并不是要你省略最基本的礼仪,我相信任何一个人都不喜欢不礼貌的回复。和买家开始联系时还要注意,在电子邮件的后面,一定要附上你详细的联系方式,包括你的姓名、职位、公司名、电话、传真、E-mail地址、网址和公司地址等信息内容,给对方一个很正规的印象。有些厂商答复时常常丢三落四,很容易给人留下不良印象。
3.恰当:恰当其实是最不容易的!这里面不仅包含了前二个因素,更重要的,还需要专业。

(1)买家总希望和精通产品的人打交道,如果你在回复询盘时错误百出,一看就是外行,买家会认为你不是真正的生产厂家,或者对产品并不熟悉,很可能就一去不回。所以回复时一定要详细注明产品的规格、包装方式、功用、报价等资料。

(2)充分利用电子邮件传递图片的优势,这样更能说明问题,同时也可以降低成本。

(3)发出邮件之前,要仔细的检查一下,有无拼写或语法错误,尽量把可能给别人的不良印象减到最小。

(4)报价要斟酌,不要留下太大的压价余地,否则会让买家产生怀疑。而且,要细分客户,也就是说根据客户所在不同的国家、地区给出不同的报价。比如欧美客户和南美、中东的客户大多数会在产品档次上要求不同,如果你给南美、中东的客户报欧美市场的价格,很可能会把对方吓跑。

4.快速:买家总希望尽快地得到回复,特别是互联网介入了国际贸易,很多国外买家更乐意应用这种方式,他们应用这种方式更多的原因是低成本和高效率。

如果对客户的查询回复太迟,不仅会失去商机,而且会使对方对你的效率及能力产生怀疑。

即使是不能立即回复的问题,也应该在内部商议后给予明确答复,切忌盲目应承,往往起反作用。

五、 要不断地细致跟踪曾向你发过查询的客户。这一点非常关键!!!很多人往往觉得网上信息多、成交少,或者没有成交,就失去了信心,并对收到的查询不再重视,这是非常狭隘和愚蠢的做法。

易位而处,换了你是买家,你会第一次就给一个你不了解的供应商下定单吗?

更何况现在的市场基本都是买方市场,买家不管是通过电子商务还是传统商务手段,轻而易举就能获得无数供应商。所以,千万不要轻视买家的任何查询!

建议二个跟踪客户的方法:

1.定期发送新产品给客户,这一方式往往会有不可低估的效果;

2.节假日向客户发送问候和节日卡片。

相信你的付出一定会得到回报的!

这个感觉利润性大了一点,不过也是可借鉴。

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