BEC 《本叔的商業英語》3 – 客户由于质量问题不付款怎么办(上)

第三篇案例是一个有关验货/付款的拉锯战,相当典型。故事很长,我把它拆散吧。

我直接引用一下同学写的背景。老规矩,删去敏感资料。

TCJ?款式为我们其中之一个款式,此款因为中间沟通的问题,导致标准模糊,最终造成大货部分货品外观/尺寸不是很好。客户是中间商,却以最终客户投诉为由要求扣除我司总货款的20%。在我司同意的情况下,剩余的货款仍然拖至6月未付。此时我司还有客户最后一票货物TCS。TCS第一次尾查并没有通过,于是我们就安排了最终客户指定的第三方验货(简称Q吧),在拿到通过的验货报告后,要求中间商客户付清前一笔的货款。

以下是同学发的文件,我连拼错的字也原汁原味转来。Spell check 大家必须做:

Dear ALL,
TCS already passed the final inspection issued by Q. So from our side,(这句很中式,你可能想说“我们这边认为。。”。建议改为From our point of view, 霸气点可以“In my view”。将View变作动词就更霸气。。。不过,你是在做生意,不是在演戏。。不用太霸气的。。)we don’t think it’s necessary for tomorrow’s re-inspection.(整句还是不错,因为你把自己的看法直接清晰地表达出来了。)

But pls clearly to be noted,?(这句也是常错的。首先,讲一点文法。But永远不用来开句的。这里应该用However来代替But开句。另外一点是句式太复杂。Pls be clearly noted that….会好一点。但也只是好一点点而已。。。)indicated by our company’s policy we must receive at least 50% payment for TCJ no later than Monday,?(此处该有连接词吧?有点odd)no shippment will be allowed to arrange for TCS?before we received any serious offical?(Official?就够了。你可能是见过有人用serious在类似的场合,但这里不对。)payment confirmation.

?I am sorry for this, but I need to follow company’s policy. And pls let me know your action ASAP.?

Ben叔叔是這樣改的:

Hi all,(我知道你们教科书都是DEAR。跟一个老头DEAR,渣男屌丝又DEAR,你没觉得不对劲吗?)

Following the positive inspection result from Q, I don’t see the needs of the reinspection.? Quality should be well accepted according to our defined process.? (多用Process。在品管领域,Process是圣旨。既有process而不跟,死罪。)As a separate issue, (这的确该是两码事)may I remind you that we must receive 50% of the payment before we can proceed your shipment?? I am not able to release anything without a solid proof(Solid这个字很好用).? Please help me to help you an on time delivery.(这句不得了。。。就是说:哥,我已尽力了,你得自己争气啊。。。)

I am sorry, but a rule is a rule (这一句可以不要,有點硬。就看你跟客户的关系了).? Thanks?for your understand.?

Regards,
Ben

接下来是客户三个不同部门的人围攻同学Ms.D:

第一个:

?Hi Dora,

?We had already advised that there was no need to arrange Q inspection but let our QC Janny to do the re-final inspection. Please confirm that you had already sorted out all the problems as what our QC Janny found on her final inspection. Her previous final inspection was rejected with a lot of issues. Please reply.
?
Regard,

A

第二个:
Hi Carmen, Janny needs to do this reinspection and eyeball?(Eyeball这个字很常见也很有现场感,值得大家学习)the whole stock.
Regards,
B

第三个:?
I agree with?B。
We need to ensure the?workmanship issues have truly been addressed.?(这句很典型的跟屁虫废话,500强常见。)
Regards,
C
太长了,整个故事。这次就先到此为止。

BEC 《本叔的商業英語》2 – 如何应报销(谈代理)

同一件事,同一个立场,用上不同的写法出来的效果会完全不同。本篇的例子很能体会现出来。全篇英文写得表达到位,但就感觉不是在聊生意,而是在谈判。那你会问:叔,人生不就是一场又一场的谈判吗?叔一个苦笑,说:谈判是不是都要穿上西装在会议室那种才叫谈判呢? ?其实绝大部份的决策,都是在谈笑风生casual的情况下成型的。而这种气氛,就是要业务猿你去营造的了。好的BE能做到這一點。

以下是这案例的背景:

1.???一款产品开发出来,花费了差不多50万人民币,一年只开发1-2款。

2.??一个业务员将这款产品推荐给合作多年的马来西亚老客户(这个老客户也是这个业务员当年辛辛苦苦从竞争对手那里抢回来的,一年数量1000;后来客户在市场上发现另外一个人(这个是后面开发的新客户)也在卖这个产品,一年数量1500.

3.???跟进这个老客户的业务员更换成另外一个业务员,老客户亚谈包销,新业务回复如下:

Dear AAA,

?May i ask your annual demand for each model if it is the exclusive model in your market??(一来就问人你付得起多少钱,叔叔我卖巧克力的,我不敢。。。我丑我先睡去。。。)

?? Please let me explain the exclusivity in our company as following: ?(不错,用letme explain让人舒服。这里用exclusivity policy会比较好,让人感觉我们是一视同仁的。)

1) The tooling cost for each model is around xx,xxx USD.
2) The certificate cost for each model is around xx,xxx USD.
3) It will take at least 8 months to finish one new BPM model, the development cost is xx,xxx USD.
?Totally, it will cost xx,xx USD for one model, please kindly understand that we need to keep the balance between invenstment and output (orders ).

?Based on the very large cost on one NEW BPM model, Normally, we will not sign the exclusivity with customers,there are two solutions for the product conflict:

1) For the models you selected, please tell us the annual demand and we will check if it is possible to keep you as the only distributor (不是only distributor, 而是sole agency/ sole distributor) in your market.

2) If the annual demand is small, we will suggest to make the product colour different for avoiding the conflict. (我看到你在提供其他方案了,这点不错。)

?So far , the orders from BBB is more than yours, (哇,你是在说:AAA你算老几?)so it is very hard to make the decision, however, we respect our relationship, (啊,那真是皇恩已沐啊。。。)Any more suggestion, please feel free to tell us and let’s discuss about it.?(其实这句就跟微信第一个微笑脸一样,有种呵呵的感觉了。。。)

Best regards,
XXX

整体来说,这篇BE写得还可以。我一直强调,BE(business English)不是要多华丽的英文语句,而是在于沟通,思维在语言之上。这一篇算是达到这一个标准了,只是语气太强硬。想必你对多年的朋友绝不会如此吧?所以,这篇问题点在于英语表达。

我听不少老外说过对中国商人的感觉是唯利是图。说真的,这是废话中的废话,难道要跟你说好做彼此的天使吗。。。但他们之所以这样说,我看很多时候问题是出在表达。这一篇就大概有点这个意味了。一个辛苦争取来了然后合作多年的伙伴受到冷待的故事。我当然知道你们不是这个意思,不如我们看看怎样改会比较好。

Hi AAA,

First of all I would like to appreciate your intention to work exclusively with us.? This mean to me our product can serve your market well and I assume that also mean you are happy with our relationship. ?(这是个事实。我的产品能帮你卖钱,我们都应该很高兴)Look back to our long successful history it make perfect sense we can work further and closer together. (回顾一下,对双方历史性的作出高度认同。。。)

Yet, being exclusive could be a direct financial hit to our business.? Here I list out my concerns:

1.ROI:? Considerable investment (Considerable是個得體的字,沒說我們投了多少,但也是沒有太少,還是值得重視的)in our NPI (New product introduction, NPI,新產品開發流程)process:? Design, tooling, certification, timing.. etc. if you are interested I can send you a breakdown to give you a better idea.

2.Put yourself into my shoes (大慨可以譯為「將心比心」吧,很好用,很常用來說服客戶)I wish you could understand where I come from.? I need to go volume (剛巧,也真是剛巧,「走量」的英語用法是go volume。這不是中式英文) in order to amortize (啊,這字挺深的啊。「分攤」是意思。模具之類的固定成本要分攤到單件上,就是用這個生詞)my cost. ?

3.As a result, I would be more than happy(比快樂還快樂?不知咋譯, 反正就是表達快樂到不要不要的意思吧)to discuss with anyone about exclusivity (獨家經營)with a contracted volume.? (這裡也表達了我們是要用合同的,而不是隨便說說的)This way I could focus on my manufacturing role while partnering with local market expert on sales.? (我們就這樣分工吧!我專心生產你專心賣賣賣!)

Having said that, other factors like branding effort, channel coverage….etc could be of consideration. ?

I am open for discussion if the above sound reasonable to you. (「你若是聽起來合理」。這句用中譯絕對是怪怪的。這世上既有中式英文,那有西式中文也好像說得過去吧?我想說的是,世上的語言都有自己背後的logic。而這些logic又跟他們的文化歷史有關。勉強拉在一起就會「怪怪的」了)。?

Meanwhile, I believe being exclusive is NOT the only way to be of best interest to us.? (「其實我們是不想跟你談獨家的」會聊天版本。不把話說死,但我們隨了聊獨家其實還有很多可以聊的。用上對的語言,就能把這些話表達得有技巧)There must be some more opportunity.

I am open for discussion if the above sound reasonable to you.? Meanwhile, I believe being exclusive is NOT the only way to be of best interest to us.? There must be some more opportunity.

Thanks for the trust and the business.? We will keep talking.

Regards,
Ben

BEC 《本叔的商業英語》1 – 如何应对客户索要的促销价格

这是一个关于跟客户合作做promotion的案例。记得当年我恩师说过一句话:在企业内,采购的力量来自供应商。除了平常的常规供货,供应商还是一个很好的资源,只是看你会不会用而已。这一篇的老外就很聪明了。因为他懂得把供应商拉下水,一起去搞promotion。按一般老板的OEM思维,你跟我买货了,你在你的市场内爱咋玩咋玩,跟我有什么关系?可是在这些时刻,客户都会突然变身成为你的long term partner,然后展会他纯真的笑容跟你要减价要钱:「你好我好大家好啊亲!」。

的确,promotion是一个win win的事,很有可能为你带来更多的订单。把供应商拉一块去承担一下风险确实是个好idea。
以下首先是老外的电邮,大家可以学习下人家是怎样来拉你下水的。

I need a rock bottom price (就是说,很rock的,很硬的,最最低价)for 500 pairs of XXXXX samples so I can use them for a direct mail advertisement. ?I will mail only the R or the L with a coupon to order the other one and more.(这招挺不错,两只鞋只寄一只,试用了感觉良好再买另一只)If it works, I will continue the campaign across the US and order more of these samples.

They do not need any package – lose in one box is fine.They will need the new glue strips and the logo.I don’t care about the color of XXX you use, as long as the only change in XXX used is the color.

Can you partner with us on this promotion and give us a sample price of $XX per pair and we will pay the shipping for the single box.(都要partner with us了要人家减价的时候总是表现得那么的亲切)

So in the future if we order samples, we can order a case of 500 each time at XX each and you can pick the XXX color. ?This promotion will ask the lady to take the XXXX challenge. ?Try it in one shoe…then we will give them a coupon to buy one at regular price and get the other sample L or R one free.
If it works we can pick up many clients and reorder more regular packages with you, but I need a partner to help0 me lower the price for promtiion. ?In US a mail promotion is usually 2% return, so we would take a chance to lose money on the first one. (客户其实挺有诚意的了,开口闭口partner,他们脸皮厚得敢叫你免费送他一批样板一起把市场做大什么的)?

If this is agreeable, I’m ready to pay the invoice. ?

然后就是同学仔的回应:

Hello,XXX:

It is a really good news you want to ?expanding your market. as your know we alway support with your team.?礼貌,四平八稳,没感情,没套近乎,典型中式英文。人家都把整盘大计告诉你了,你咋还不夸夸客户脑洞真大,真聪明,你咋不上天呢?)

But for this time base on two point we cannot do this way:

1.MOQ issue,even no color limited?,but every color we have MOQ ?when we purchase raw materials.
(這句Grammatical,可改:MOQ issue: when we purchased we have MOQ limitation by color.)
we have no raw materials in stock.

2.Price issue,upon 500pairs USDXXX it hard for us keep profit balance.?(也是了,不过,直言是因为自己赚不够真的好吗?看你跟客户关系了,也不一定是坏事。)

But we have solution,we still have your color materials in our factory,we can produce 500 pairs use your materials.
Price we can make an discount for XX% without package.

If you have any comment pls let me know.換成我,會這樣寫:

Hi XXX,

Look like you have an innovative marketing campaign.? I am interested to know how you come up with this idea? (夸!是个人都爱被夸的,这是个心理科学。再说,要是他真的跟你说他的plan详情,不也对你了解当地市场有很大帮助吗? )As you supplier we certainly would work out a solid plan (solid plan,一个实际的计划)。

Looking into the details I am afraid (不是真的怕,这是英文一个普通的用法。译作「恐怕」最适合)there are 2 points that we might need to come over.

1. MOQ:? When we purchase from the factory their request a order with MOQ by color.? Put it simple, one color, one MOQ.?

2.?? Target price:? That gonna be a very challenging (很挑战性的,就是暗示很难了,你不要太大期望了)target price to hit. Are you open for ideas about cutting the cost? Like, changing certain part of the products…etc?(这里也在暗示另一件事,就是说单纯的减价是不可能了,你一定要改一些东西让我成本能降下来,大家聊聊)

Good news is that we have some of your existing colors in stock and we could be flexible for those.?

If you would like to go without packaging I am able to offer you further XX % discount.
(注意百分比要小心,不要過分高或低)

YES we are ready to receive your order.? Let’s keep the ball rolling.

Regards,
Ben

BEC 《本叔的商業英語》8 – 网站上的About us该咋写?

上一集写的时间有点晚了我赶住去睡觉就没写范文,今次一次性补回来:)这次我不改人家的电邮了,我们来说一下英文文案。毕竟,BE的应用范围相当广。

在营销(marketing,我不是说销售sales)上,内贸和外贸明显不在同一个水平上的。看一看淘宝上的图片,再看一下你发给老外的照片就一清二楚了。文案呢?一样。这些年来去看展会,一本又一本印刷低级,图片疑似用手机拍的目录,很少有一本能impress我让我记得的目录。在内贸,段子手已经横行,文青再找到人生与职涯方向了;在外贸,你还是在说你的工厂在一个美丽的沿海城市有XXX平米的厂房欢迎国外的朋友共建一段美好的友谊。温差太大,叔叔受不了。

这次,我们来看看一家知名的香港巧克力企业是怎样写他的海外文案的。先来看看第一段文字,大概是公司/品牌的介绍。

Luxor wedding started with something sweet. Being the first to introduce this kind of chocolate as a wedding element into Asia, Luxor chocolate quickly establish it awareness as a brand of love and wedding. (说品牌历史还是有些套路的。「定位」一书有说争取成为客户心智中的格格,最好的方法莫过于第一个导入新品类的人。如果你真是品类第一,不要多想,马上写上。当然,咱们99%都不会是这样的品类第一,那么就不要乱用了。第一句started with something sweet 很直观地又巧妙地把爱情和巧克力共同的甜密联想起来。)

Luxor Wedding moves on (move on是个把品牌人性化的词。Proceed, make progress可能是你在电邮上比较常用的词,但却把品牌写成生硬硬又很多流程的老派企业)by creating and designing unique wedding favor idea and manufacture it by our own workshop or carefully picked manufacturing partner. (这个写法就巧妙地说了我们不是工厂但比工厂有价值多了。)Our “little favor” turn out to be big (中文修词学过对比法吗?这里little favor/ big choice就是一例)and hot choice even by celebrity’s wedding in HK and China.(对了,这品牌出现过在Angelababy 和香港的胡杏儿的婚礼上啊!听说很快又有另一位了。)

As we understand what uniqueness means to every brides and gloom, customization is one of our key focus of service. (这里又把礼品个性化的服务和新人对婚礼的uniqueness唯一性的要求连在一起。”As we understand”= “因为我们明白”, 强而有力)We proudly tailor-made almost any part of the gifts to reveal importance of the memorable event.

Luxor wedding, the last detail of wedding. (最后是一个slogan。英文的slogan是个大大大学问,有机会我再分享一下。)

下一段文案是巧克力的介绍:

Five pieces of sugar almonds represent five wishes for the new couples: Health, wealth, happiness, children and a long life. This old European tradition has been blessing generations of love in Europe and the Mediterranean Sea.(首先,我们把其中一段关于巧克力的真历史写出来。意大利人也有封建迷信之时(笑)说笑而已,习俗,you know…习俗)

Heritage(我特别喜欢这个字:承传。很美的一个字。。) from this thousand years of tradition, Luxor evolute itself(Evolute itself….字面上是「把自己进化成」,好像怪怪的。但我却看出一个品牌生命力) to be a pioneer of the blessing confessionary industry. Our signature “The Luxor” and “Hanayome” color series (signature这里不是签名啊!日文该是「广告牌」,中文应该是「招牌货」吧)representing a rich range of pink, purple and red which is widely adopted by wedding ceremony since the Enlightenment period. (嗯,连文艺复兴都用上了。。。不过,天地良心,我已查了不少资料了,真的在那时已经用来做婚庆的了)
Originated from Mediterranean Sea, where sugar-coated chocolate born, Luxor are created to gift and to bless. (为祝佑而生的Luxor。created to gift and bless….修词功夫在这里了。估计大部分四六级小朋友都会Luxor use as a gift and to bless someone之类吧。)The sugar-coated chocolate with a great selection of impactful color(你要形容很漂亮,是不是就只懂说beautiful? pretty? nice? 还有吗?对的,电邮沟通重理解越简单越好,但文案就不同了。对文字的要求远远不止是让人明白就够了。Impactful是个简单的字,冲击力谁不懂呀?但你会懂得用在这里吗?看,我还是认为好的BE不是在背生词!!) are ideal for wedding gift and serve as(serve as, 作为,也是很常用,很好用) a key component of wedding candy bar.

Each piece of luxor is made from cocoa grew exclusively(制造Luxor巧克力的那些可可豆当然是为Luxor而种!!这是个正确的废话。你再想一想每日接触的广告,有多少是这些正确的废话?) for it. By using recipe sine 40s from the last century(Luxor在地中海的供货商是个小的家族工厂,1940年代已经开始了), our manufacturing technique have been advanced to a new standard. Today our plant in the Mediterranean Sea area is ISO9001:2008 certificated.

好了,现在再看看你们网站上的About us觉得怎样?我同意,写文案是高级的BE,也不能强求自己要懂。但我相当肯定好的文案能 makes a different。我会在以后的BE帖不定期找好的文案来分析一下。

可是,Luxor的中文文案却。。。画风不太相同。。。我就是写不出好的中文文案。。

这一篇是来自门徒俱乐部的投稿,属于「商务条件谈判」。我们来看看怎样才是「说之以理,动之以情」。BE用得好,就必须两者俱备。以下正文:
Ben叔叔你好!

看了很多篇您写的BE,很精彩。终于忍不住,我也来投稿了!

我的背景很简单。

客人要DDU模式到付,我们一般是100%发货前付清。鸿沟啊~!

之前跟客人拉锯过一次了,各种招数,装高大上啊,装可怜啊,还扯过说公司之前出过一次没有收回货款的例子,所以现在只接受前TT,能扯的理由基本扯过了。
客户稍微动摇了一点最后还是回归原位了。
然后自己就是默默跟进,有点死嗑的味道,因为心里总感觉这个客户的付款方式也不是完全改变不了的。
自己反思之前的邮件都不是很理想。

最近又收到客人的询盘,还是问付款方式能不能接受。

以下是我的回复,自我感觉比之前进步好多,但是自己读读还是觉得挺生硬的。

请Ben叔叔改改,谢谢!Ben叔叔轻点喷。 ;-)

客户邮件:
Hi I,
I am about ready to place more orders for 4mm white?
Let me know if you are interested in doing business with us.
Material to be paid upon arrival.

我的回复:
Hi ,

Very glad to get your 2nd inquiry.

To be honest, our standard payment terms is 100% prepaid before loading. (30% deposit before production + 70% balance paid before loading ). I don’t want you think we are too rigid, but actually this is also the standard terms in our industry. (这句不错,不是英文不错,而是看到诚意。standard term不要乱吹,真的是standard才说,不然客户看到其他供货商不是这个standard时会迷之怒。)

I’ve do my best to persuade our management to meet your request, but it’s too hard for us to fully accept your way. I hope you can understand my thoughts. (你又不解释为什么不能接受,只说是跟高层争取过了,说服力不够。不过好像比上几篇说:我跟老板说了下他就答应减价了。。。要好很多了。)

We cherish every customer, (cherish, 用字不错)so below is the our solutions for you:

25% deposit before production, we also need deposit to pay our raw material supplier, 75% balance paid 15 days after see the copy of bill of lading. (注意。。。你这句在说,我的物料成本只是占了25%其他的除了人工就是利润了~哗。。。1元的料4元卖出去,暴利啊。。另一个要点,客户可能会觉得你这什么破公司?买料都不够钱了?我还敢用你吗?)
At this way you will pay balance when material almost arrive at you. I hope this make you feel much better.

I understand as a serious buyer you may worry about our quality, (感觉除了质量外,他在乎的还有其他。你先别一箱情愿地以为人家对你的质量没信心。。。还是你自己没信心?)my suggestion is you can request a third party to inspect goods before shipment, we will do shipment until get approval from your inspection. We welcome inspections before shipments, this help assured for both buyers and us. Or you can place a trial order to check our quality and services before place regular orders.

I hope this time can make you satisfied.

单以英文来说,本篇不过不失。不过,我再三强调,BE的B比E大,就是说,回复时的思维比用语重要。不知读者有否发现,回文完全没提及客户要求中的一个要点:DDU。

我估计少于20%的业务员做过DDU的单,而要求过供货商做DDU的人,也一定不多。要入手,先要明白一点:为什么客户要做DDU?

首先,我把维基百科DDU的定义抄出来,如下:

DDU – Delivered Duty Unpaid (named place of destination)

This term means that the seller delivers the goods to the buyer to the named place of destination in the contract of sale. A transaction in international trade where the seller is responsible for making a safe delivery of goods to a named destination, paying all transportation and customs clearance expenses but not the duty. The seller bears the risks and costs associated with supplying the goods to the delivery location, where the buyer becomes responsible for paying the duty and taxes.

简单说,除了客户当地关税之外的所!有!费!用!都是供货商负责的。我第一次接触DDU是在某500强位于厦门保税区的组装工厂。参照VMI/JIT的模式,我们要求供货商报价必须以DDU来报。结果是,大的供货商还好,小的供货商我都得花不少时间去解释这跟FOB有什么分别。中国外贸界,绝大部分人都还是只会做FOB,连CIF都不想报。(别误会,这不一定是坏事!!)所以DDU这个「全包」的定义把很多供货商都吓退了。

那么,为什么买家/客户方要求DDU呢?一个原因是风险,特别是未试过在本国以外的地方进口一些不是太懂的产品时,买方怕有任何未可预计的风险时,DDU是最安全的。假如中间突然来个海关抽验费用(可能某个野蛮国家海关不够钱过年时),成本都能转嫁都供货商。

另一个原因,哼,说你都不信:懒!老外懒得去查中间还有个什么鬼费用,反正你就报送到我家门口的费用就行了。

所以我们回这信时也该把DDU的元素回了。我直觉,这客户这次要求100%DDU货到付款的原因,并非在于现金流问题,而是风险!!这位同学一直坚持死嗑的力度,可能用在错的方向上了!他一直只说自己工厂如何受过伤,却没帮老外想如何降低他的风险。

Ben叔叔认为logic应该是这样的。1, 你的单我当然是要接定的了,现在只余下一个简单的技术性问题,我们可以谈好的。2, 我们也没做个DDU,不过我查了,以下是整个费用的清单。3, 您看看其实也不是那么危险的,4, 风险是对等的啊我们也有担心呢~5, 所以,一人让一步吧。

说之以理,以上logic就是理了。接下来就看你的BE如何动之以情了。来吧!

Hi,

Of course I am ready to intake your order :) We’ve spent long time together trying to make things happen (yeah…yeah..ok.. 文法老师又来说我错吧)and I am sure we can figure it out. (拉拉战斗友谊。不过此处这一段不是所有情况都合适。有时,你想拉近距离,有时你却是想怎样保持礼貌的距离。这一点要你自己决定)

As an industrial norm (norm跟standard差不多,不过standard是个比较科学和生硬的字), 100% payment before shipment has it reason. If you are so kind (这里我用了你们一直很爱的kind字。为什么?)to put yourself into my shoes: you get a paper or sometime just a verbal confirmation from customer and then you start to spend money on material and processing. Until the goods arrive your customer you don’t get anything back. The risk and the cash cycle are just too big for us. (要让他明白你的处境,这个put yourself into my shoes是挺好用的)

We also notice your request on DDU term. To be frank we don’t normally work on this term simply because we don’t understand the risk behind it. (不明白这个风险所以我们很少做DDU。非常合理) In order to win your order (我是有多想要你的订单啊!)we seriously look into it and work together with a logistic provider who has good experience and presence in your country. (要说明,你找的不是一个一段的三流物流公司。他们专业,跟重要的,是熟悉贵国情况)I do a total cost breakdown for your reference by attachment with the hope that make our cost structure more visualize to you.(这是服务!这不是你口常说的服务好,不是那种跪着接单管接管送管陪玩的服务。这是实际解决客户痛点,为他增值的服务。)

We’ve been looking for a reasonable middle point that balance our risk and cost, and here is the proposal: (列点是最能清楚条理的方法)

1. We need XX% of deposit to kick of this project and cover all the related cost (material + overhead)
2. We will do DDU, as you wish. (as you wish, 如你所愿)We will cover part of your risk.
3. Feel free to arrange 3rd party inspection if it is necessary. However I personally don’t think it is a must. We have a quality system that you can trust. (你要派人来可以,但我觉得没这必要)
4. We offer extra 15 days for your incoming inspection before paying us the balance. This make sure you have enough time to check and reduce your quality risk. (仁至义尽了吧)

This is by far the best deal we’ve offered. I hope this time we could start the business.

Regards,
Ben

觉得很厉害的话,欢迎你加我微信benchuhk然后赞美一下叔叔。

BEC 《本叔的商業英語》60 – BE立体谈判八张牌

我最初在纠结要不要写这篇。因为,这是BEA内一个核心的付费内容,写出来公开了,对我的学生们不公。但既然你看到这篇了,就是说的不再纠结了。我在《Ben叔的商业英语》第60篇,完结篇时,选用了这一个重要题目,希望是一个完美的句号。这里的,是引子,是表论;至于深入的解释,实例的应用,都会放在BEA内,望同学们谅解。

就我所见,[谈判]这个话题一直都是水分非常高。各种似是而非的理论,加上心理学家的参合,电影的戏码,搞得这像是个非常深不可测的事儿一样。我虽是采购底子,却很少写这个题目。之前做过唯一的讲题《Negotiate like a Child — 小孩谈判术》,也是因为从前老东家的一次培训中看过此书,加上女儿日渐长大也会[谈判]起来,觉得有趣才有此一讲。所以即使我的确受过不少关于这方面的培训和多年大大小小N场的谈判,我也不凑热闹说这些高深的道理。谈判的[道],不外乎是准备充足,知己知彼。而谈判的[术],却绝非坊间教你穿什么颜色衣服去见客户,也不是看看对手是什么星座什么性格。外贸上的谈判[术],还是可以找到一些可着墨之处。

之前写过《除了谈钱,我们还能谈些别的吗?》,我想说的方向大致也是这个。不记得是哪位大人物说过,价格只是各个条件下,买卖方的平衡点的一个指标。我觉得相当对,所以我也大致上把这些各种条件归纳出来,写成此文。[谈判的8张牌]希望能成为一个实用的外贸工具,让大家在谈判时能把这模式考虑进去。

这8张牌不是什么锦囊妙计,只是平时你们常用的一些商业条件。简单来说,像[一件原价,十件半价]这么草根的方法,一件是其中一种牌了。然而除了最常用的一两张牌如数量外,大家就只会来回价格去跟客户急。打得[不立体]。反过来说,要是客户价格上不退让,那么在同一价位上,你该尽量争取其他容易被忽略的条件(牌),尽量争取这些不起眼的条件,这样就算你在价格上熟了,在其他条件上却拿到甜头,这样你才算懂谈判,懂需索。

“This is well over my budget.”

“Our quality is better!”

“Well, maybe. I am not sure this is the quality level I am looking for, however”

“You desire it. People change their quality appetite and upgrading their sense of value for money.”

“Yes this is true but in our retail market, price always come first.”

“Ah…are you open to consider a new payment term for a discount? I could offer you some XX% discount if you could consider a 60% pre-payment.”

“That might works. I need to check with my finance manager. However, it still can’t hit my target price. Please reconsider a even better price.”

“That is already the best I could do in my authority.”

“What make it so high?”

“Well, the customized part of the product require special tooling that belong to you and you only.”

“Hey you can keep it and use on your other product. I didn’t expect that is an exclusive…”

“Really? That could help..”

看到吗?这就是[立体]。九成的人,你说他贵,他动不动就说自己品质好,再来就问你多少量。能玩出多过两个花款的都敢自称谈判大神了。

打牌打得牛的人,除了够立体,还要够深刻。什么叫深刻?就是每张牌的可能性和细节理解得够透彻。在一纵一横之下,你的外贸谈判能力就能到另外一个境界了。细节可多可少,基本上是想得越多,招式越猛。这里我可以列举一点出来。

那么,开始吧。

(一)数量

数量是最重要又最常用的牌。谁不知道多买多划算?可是你有想过这些问题吗?

– 买一万件半价,那么十万呢?百万呢?饱和点在哪里?
– 到底是一年十万件半价,还是每一万件就打一点折?哪种方法更好?
– EOQ 我之前解释过了,我们可以如何利用EOQ 来谈判呢?
– 客户说他有very very big big order, 你信吗?我们是要如何才能有效摸底呢?

(二)品质
去年我在日本北海道旅游,哈密瓜真的不能再好吃了!!! 2000日元一个,但买的人还是很多!在日常生活中,很容易找到为品质买单的例子。可是你工作上的谈判呢?想一想以下问题:

– 当我们说起品质是,是我们[觉得]好品质值得多花钱?怎样才能量产化?
– 那么既然品质有价了,那是不是我们就该拼了老命都要做全球最好的品质呢?
– 你的工匠精神,在你的谈判中真的值钱吗?

(三)规格

老外说的[Apple to apple] 意思是比较有可比性。客户聊价,该把他带回你的产品,而不是他想象中的产品。你以为都是在谈一口螺丝钉,但他只是要一口类似宜家家私的钉,而你卖的却是工差范围在0.01之内(举个例子,别认真)的钉,那真是[鸡同鸭讲]了。

我很久之前写一篇关于VE(价值工程,value engineering)的文章,也是“Spec. Vs Price”的一个好案例。我在BEA内说明了。

(四)现金

以现今国内10%的资金成本算,你给客户45天的账期,其实等于小赚了1.25%。按此思路,你会选择哪个?

A:卖出个好价,但要很久才能收到款
B:卖得便宜点,但是都是收现金/订金

这是一张跟白花花的银子挂钩的牌!

还有四张,不说了,不然被BEA同学维权了。详细的付费内容在这[BE谈判课]内。

《本叔的商业英语》至今快两年,以60篇作结尾,算是我个人完成了的一个段落。虽然这不一定是个终结,虽然BE还是会间歇性出现在大家眼前,但我已经有点闷,想转一转话题了。从2013年起在阿里的微博发表文章起,至今写了不少东西。感恩找到一个表达/表演自己的地方,更感恩各位给我的厚爱。

BEC 《本叔的商業英語》49 – 華麗麗的展会邀请信

这一期的BE来得有点突然。因为转眼间又到了十月,又是展会季节了。突然有人问我:本叔,给老客户的邀请函该怎么写呀?嗯。。。想的也是,这个未写过,那就不如作为我们小数公开的BE,让大家用上一两招,也能了解一下本叔BE的能耐吧!

首先,我们来看看什么是邀请函。坊间的做法,大概是这样的:(在网上随手抓来的,打了码,求事主别怪)

首先,我想说:有总比没有要强。是的,还有不少人是没有打算在展会中做任何维护老客户的动作。估计有些人可能会觉得展会是用来拉客的,老客户就还好啦反正已经在下单了。。。。嗯。。。嗯。。。呵了个呵。回去看看BE第25篇!!什么叫BD知道吗?不是BE的哥哥,是Business development!敢问一句,你就觉得客户跟你买的那点货就已经是你们最大的商机了吗?你sure你已经「吃尽」了这个客户了吗?不论你的答案是yes还是no,请问,你是凭什么知道的呢?

当我在一个很多产品线的美国小品牌当sourcing manager时,由于供应商数量众多,我对他们每一家都只能蜻蜓点水地了解一点点。同样,很多供应商在跟我们深聊了之后才知道我们原来也在买这些和那些的。同时,深入的沟通沟通让大家有机会谈及一些目前为未有但可行性高的产品和项目。生意,真的是聊出来的。有目的性地跟老客户聊/撩,我们叫做Business development, BD!

好了,那么你的老朋友大老远坐十多小时灰机来到我们天朝,你还不把握机会一尽情宜更待何时?更加好的事情是,你不止一位老朋友来,而是有很多老朋友会在那几天在同一个地方出现,淡及同一样的产品和生意。你的每一分准备,不是为一个,而是为多个老客户而做的,请问,还有什么比这件事更高效的CRM(客户关系管理)吗?

好了,扯回来。现在你知道这事儿挺值得做了对吧?可是,上图那种invitation真正没有吸引力,只能说是满足了最基本的需求,「嗯,朕知道了」已经是你能得到最好的结果。那么。。。本叔,咋整呀?这次我们就扯 invitation letter,本叔神妙的BE让你的老客户在百忙中也抽个时间来你展位跟你聊天。

你们觉得,客户是怎样看待这种邀请函的呢?

很多可能性吧对不对?我试过有很多次收到一些我第一次(当年)听到的展览,「啊?XX这个小地方也学人搞展?」,一封email引爆我的好奇心,一查之下,啊,原来那个小地方是个产业基地,全条村都做那产品的,行业一二三名都是这村的同乡。这邀请函让我增广见闻了,同时也让我找到这供应商的对手ABC和D。这事对我是好事,对他却变成一件坏事。

可不是所有采购都像叔叔一样英明的。能举一反三的人本来就是少数。「啊?他们也有参展呀?那顺便去坐坐呗」才是主流的心态。一些大展如广交会,以及一些主要的行业展,老鸟买家们一般都是早有计划要去的了。要知道出差一周是件很累的事,10月的展会又很多时都好几个展连续,有经验的买家一般都是有schedule安排妥当的了。所以,你的invitation会是他安排的一部分。Planned跟Ad Hoc的分别很明显,你会有对手得不到的focus和quality time,能有机会跟你的客户在舒服的情况下慢慢聊。

然后我们直入主题吧。这邀请函该怎么写?

一封invitation letter的基本型应该是:「喂,我在广交会的XXX号摊位,约?」。No kidding,这是核心内容。但是核心内容之外,我们还有很多东西要想。「我干嘛要来?」「来有什么好处?」「我有什么成本吗?」这些都是任何一个正常人会想的事。所以,这些顺理成章要成为内容之一。

我就直接上文吧。

Dear XXX, (这次不要用hi,而是用dear。为什么?你会穿拖鞋去高级餐厅吗?)

On behalf of the XXX Co. Ltd, I am pleased to extend you a cordial invitation to our VIP section at the XXX Fair, 18th Oct. ?(这句叔的仓底货,这次拿上场了。貌似我的BE很少会这样的正式,但BE入得厨房,也出得厅堂,穿起礼服时帅死你。”extend an invitation” 是一个很formal的用法。同时你也要on behalf of 你公司,显得很有仪式感) Aimed to deepen our business relationship(深化我们的商业关系,出师是有名的), the followings will be offered:

-? ?Exclusive sourcing landscape of the XXX industry 2017, including products trends, intelligence of main suppliers, raw material price trends…etc.(这个呢,我也在BE群内教过。这绝对是你的客户关心和感兴趣的事。怎样写?好好跟叔叔学习吧)

-? Our new product design gallery, from concept to ready-to-produce, exclusive for VIP customers with proven tracks of business relationship (你不就是拿人家的设计改改这里换换包装颜色?妹子,学BE不就是学吹牛B吗?别那么单纯可爱啊~再说,难道这又是假话吗?就是抄,以上的工作内容还是有的啊,只是简化了。。。一点点而已)

-? Free transportation service from exhibition revue to XXX station, where’s the main hub of local transportation.(找个的的专车不也就几十元的事?老板不出你自己出吧哈哈哈)

-? Chocolate and flowers gift box that could share with family and friends back home.(啊,这个呀,必须要找知名的巧克力礼盒品牌,好像有一家叫Luxor的不错,香港的)

We purchased some freshly harvested tea from top-ranked Yunan tea farm and to be served in the VIP section. ?(讲真,这个对我个人来说可能是最有吸引力的。。。找个懂一点茶的人问问细节,方便装B用)We look forward the opportunity to discuss and enjoy together. ?Please confirm your availability and we will book a time slot with you accordingly.(找我们聊聊吧~这样比你硬性先来一个时间会好一点)

Regards,
Ben

等下,叔,看完了还不懂VIP section 是个什么戏?仪!式!感!仪式感的重要性,妹子都懂。要让人觉得「啊。。他们真的很有诚意啊」「那么好事呀那不来就笨了」「就来喝个茶,看看你搞什麼事情」,不管怎样心态,来了就对了。你的invitation letter就算是成功了。

VIP section的成本的确是会有一点,但作為完美解决了BD老客这码事,那这点成本,相对你花了钱参展这个已出之财来说,也真不算多少。老板们自己看著办,反正我是觉得没钱就别学人做生意了(笑)。

关於展会还有很多细节的,我之前也写过一些,大家可以找找看。这次的invitation letter就这样了。加我个人WX了解更多吧:BenhkBE1。祝大家展会成功。

PS:我会去一期广交和HK gift show,见到我路过的就say个hi吧 :)