BEC 《本叔的商業英語》48 「报价没回覆怎么办?」的N个可能

这次,我们来说说「跟进」。

BE虽然实战,但一向是「Reaction」比「Action」多。如何跟老外斗智斗勇的戏码你们都看不少了,但是我们都知道,日常生活不会总是诗与远方。平淡的生活,细水长流的跟进,都是不可以缺少的部分。这次跟叔来个洗尽铅华,没有什么惊人的套路,我们简简单单学学跟进客户。

心怀漏斗。我好几次在朋友圈发过有关著名的CRM漏斗的看法,好基友老雷也写过一些比较深入的理解。要是不知道这是什么的同学仔,上网自己找找。这些不是我们发明的,而是前人对sales process的总结,已成经典,值得大家花点时间去理解一下。我在这篇投稿引用一下这个思维,试试看是个什么视角。

坊间有不少书本在介绍这个sales process的学术观点,好像要深耕客户,了解需求。 。 。之类。本篇只为BE的其他之一篇,野心不大,就不系统化了。同学仔的投稿在概在第三阶段,已经过了破冰和确认需求的两个milestone,进入了negotiation的大致前期。简单来说,又是「报价没回覆怎么办?」的故事了。跟you are too expensive又不同,因为不回覆你的可能性比说你贵了的还要多,随随便便我都可以举列一堆可能性:

A:未有空看你
B:你贵到根本不虽然再聊下去
C:故意放着,因为明知你会来找我,你主动上门我才好杀价
D:在等待其他资料,以作比较用。
E:「喔了」的意思,只是连那个thanks都忘了打,因为你连值得他喔一声的份量都不够
F:你的价格还是OK的,但项目跟本不急,特别是那种你主动去开发的客户。不急那自然被动一点
G:项目死了。已经没有需求了,不用再找新供应商
H:这位客户已经离职
I:这位客户意外死了
J:人家系统特然不知咋的打你的域名block了
K:人家事儿多,以为自己已经回你了。 。 。啊,原来未回。

太多,太多可能性了。每每我碰到这些「本叔,报价没回是为啥」的问题,我都万千感慨。你猜?你去猜?猜得过来吗?猜什么,问啊! !这个时候,各种矛盾又出来了「那人家会觉得我烦吗?」。靠,我不想回答什么了。 。 。

直接来看看原文吧:

叔好~~
貌似叔的BE还没有提到新客户报价后该如何跟进,自己觉得这个话题也足够的广,不同行业不同的跟进,思路应该是一样的。
附上我这个英语外行的原文邮件及跟进,还请本叔不要留情,狠撕~~~~

最开始的,给德国在我们行业比较不错的客户发的邮件(不是第一封,N+1次发邮件介绍了,估计以前的没有这个有肉)
BSCI report and FSC certificate for XXXX

Dear Sir,

How are you? This is N From XXXX Industrial Co.,Ltd.

Enclose the BSCI report and FSC for XXXX(我想搞清楚一件事:这些report究竟是针对公司的,还是针对产品的。这里感觉不对),hope it can helps to know XXXX a little more.(幸好我跟同学仔确认了,这不是他的第一封信。我还以为他第一封开发就给人家发cert和report。别笑,真有的,好有此地无银三百两之感。我有怀疑过你是假的吗?)
?
Best Regards
?
N

客户回复:

Dear N,
?
Thank you for sending the certificates. It is very useful to get an idea about your company. However, I know XXXX for many years. (啊,这是一个很好的信号。入脑了,对你公司已有印象,剩下来就看你了)Did you have a look at my inquiry? Will you be able to quote the required items? Look forward to hearing from you again. (这不好。我猜同学仔一定是犯了一个低级错误:没有完全回覆电邮上的每一条。这个问题非常普遍,大把大把人犯。我一个电邮,明明列好点来问了,总会有几点没有回覆的。单是追你们回覆也够浪费精力了)
?
NB Regarding the video please don’t mind that your message has been blocked by our firewall. Due to previous problems with spam and fishing mails our IT-Management has decided not to allow any kind of video via YouTube or social media. (看到了吗?以上第J条不是搞笑的。IT部门有名智障,最喜欢用一些莫名其妙的方法来保护server。你的那位客户一定很讨厌,想拉近距离,一起调侃一下这些policy吧,包你有共同话题)
?
?
Kind regards
?
J

继续回复客户:
Dear J,
This is (同学的中文名) from Shandong XXXX, you can call me N in future. Thank you so much for the opportunity to show our prices for YYYY
?
Enclose XXXX prices for hammers for you to refer, please check. The prices based on FOB qingdao, DIN standard.
Please kindly be notice that we have TUV/GS certificate for axe and hammers, not VPA/GS. Is it be acceptable?
?
Please feel free to contact me if any doubt.
?
?
Best Regards
?
N

?
客户回:
Dear N,
?
Thank you for the pictures. The hammer look pretty well. We had a further discussion with our customer and were told that the decision will be made approx. in a fortnight (叔也得查查字典。原来这是古英语,解作两周左右。有点像我们突然在中文商业邮件中说「而立之年」,你猜有多少懂中文的老外能看懂呢?这位老外可能忘了他正和中国人打交道。。。) when all quotations are available. (注意,他在等齐所有的quotation,不只是你的,所以不要以为你发了报价后两周他就会回覆) Samples are not required right now. (我也是这样的,认真的采购总是不想你有太多成本,免得你将来找我哭单)We do not want you to have expenses before we know that there is a real chance to get the order. We will contact you again after receiving new information.
?
?
Kind regards
?
J

N继续跟进~~
然后,然后就没有然后了~~~

介样的情况,怎么破? ?

好吧,其实这是不错的了。同学仔没犯大错,客户也很愿意分享information,剩下来就应该顺其自然。本叔最金的那句金句是:不是你在卖,而是客户在买。人家需求要是真有的,自然就会推进。不是你追问,不是你打折,不是你免费送样板,也不是你过时过节问候送暖就会突然变出需求来。

我觉得与其说邮件怎样写下去,倒不如想想整个跟进下去的思路吧。

我觉得,越能走入项目的内部越好。例如客户要是需要你对他内部项目的同事present一次你的产品和offer,那千万要把握。有些人会觉得这样很烦,问来问去没单。的确会有这样的情况,但销售本身就是一个有成本的行为,这些烦,是你成本的一部分,而且还是个赌注,烦了也不一定有单。一般来说,烦了人也没有什么回报人家,只要是个正常人都会觉得有点对不起你的,那你其实已经机会比别人大一点点了。不过,你可能连被烦的机会都没有,这才是最差的。所以尽量把握互动的机会,表现你的专业。

你也要知道,在你眼中这个很重要的项目,可能在客户心中只是「不妨看一看」的cost down机会而已。我觉得,外贸猿的心态非常重要,什至比技巧还要重要。不要把所有注意力都放在一个客,全心全意去等他。这样很笨。心怀漏斗,他只是其中一位在漏斗较深入位置的potential customer 而已。你该平常心以对,每天该做什么做什么,该发开发信,跟进平台之类的daily activity有条不紊地做,每隔一段时间去问一问状态。怎么问?不用太fancy,formal點的就像这样:

Hi J,

I would like to follow up with the status of the last quotation I sent dated 30 Sep 2017.

May I know if your team is ready to make decision on the item purchase? Is there anything you need to know from us further? (直接问!你们有决定了没?还有什么不清楚吗?要是他把天聊死了说「啊,清楚了谢谢」,那才是你最难走下去的套路)

Beside, we would like to know how do we ranked in term of pricing compare to all your other quotation? We always keen on keeping ourselves competitive and offer the best to our customer. Is it something that you could share with us?(问自己价格如何,不为什么,只为提升自己,多么友善的请求啊。好来好去,很多采购都可以接受这一点的。你有可能得到真的答案,也可以打开一个本来连谈价都没机会的生意。要是他给你一点指引,那聪明的你一定懂得如何打下去。这招有很多后着,有机会再写吧。)

Thanks a lot.
Regards,
Ben

记住,邮件只是招式,思维才是你的内功。学BE就是为了让你两样都有,独步天下。

BEC 本叔的商業英語-《40》讓我們和平分手吧 (上)

开发信中有句说得特别「别扭」的话,「We wish to be your business partner in China……..」。按绝大部分的人「高级理解」,你有钱赚我有钱赚了,那不是partner吗,那还不是win-win吗?可是,要是客户没单呢?还partner吗?这一连两篇,叔叔教你什么才称得上partner,什么才会一个好供应商应该要做的事。

故事是这样的:同学仔的客户单太少,老外做了两年都没什么起色,于是同学仔的老板就决定不做他生意了。老外当时急了,同学仔发愁,不知如何推,更不知如何推得有礼貌,好好的「和平分手」,于是便来找我。

来,以下来稿正文。前1-4段对话都很简单,第5段开始我有评论,也开始精彩:

Ben叔,我这边遇到一个BE的实际应用。请您指点评价下:

一个合作了2年的客户,但是因为订单量成长不起来,且消耗内部太多资源去配合。公司决定终止合作。目前手上在做的是最后一个订单,6月末出货。已告知客人我司配合的最后一个订单,请他们切换供应商。

之前已经在电话沟通中已从客户端要求高,产品认证配合度难,说明了继续合作的难度。

但是客人不想终止合作,希望继续合作下单。肯定了我司过去给予他们产品,市场信息,认证上的配合。就我们提出的他们产品质量要求高,认证配合难的问题,他们有改善流程。表示我司是他们重要的供应商,希望继续合作。

此客户2016销售额在15万美金。对他的发展潜力不看好,可以预估到市场份额不会很大,因为产品价格高,且更新换代慢。今年还在卖去年的老产品,价格没降,没有竞争力。

因此我需要找到合适的方式回复客户,坚决拒绝合作。

以下是邮件故事发展:

1. 客户邮件来问要下单的时间安排:

Hi Y,
We are going to place the order soon for peak (with ETA @ port on 1st week of Oct = ETD in china on Mid to End Aug). assuming we need to ship the good to UK on Mid to End Aug, when do you need to receive the order?
?thanks
C
Product Manager

2. 我收到邮件后立刻回复说之前已经确认不再接单,请换供应商。

Hi C,
I think we made it very clear that the on-going order 050390(LGU10517) is the last order we can support.
Please contact your other supplier for order supporting.
?Kind Regards,
Y

3. 客户回复说他以为我经理(Ms.S)同意继续合作。但实际我经理也同意我的决定。不再合作

Hi Y
?I thought you made the decision with S to continuous the business . isn’t it ? is he still incharge the sales team?
?C
Product Manager

4. 所以我邮件回复:告知我们一直在跟他明确表示要终止合作,现在手上的订单是最后一次配合。

Hi C,
xxx team made this clear in any related conversation with you when order 050390 was placed.

The quality & products certification compliance level your company required are far above than what xxx can provide at this stage.

And we suggest you shift order to suppliers who matched with your level(哎马,your level!! 我什么level啦?我知你不是那个意思,但这表达。。). And order 050390 is the last order we could support .

Order 050390 will be ready for inspection on 2017-6-20 and air ship to UK afterwards.

Please place order to your other supplier if any new request comes. Many thanks.

Kind Regards,
Y

5. 然后客户回复了一封邮件,表达继续合作的意愿:

Hi S and Y,

We have been working with you a while to establish and explore the opportunity in LED business, I can see our business is growing both UK and Nordic (知道nordic是什么吗?北欧。非常好的市场)market. therefore, I am not recommend (老外这封信是很值得学习的。Not recommend 是个适当的态度。我不会求你,就算我真的是求你,难道我就写I beg you吗?)to give up our relationship as we all understand xxx is one of our most important partner to drive our business!! (好的采购,一向是懂软比懂硬重要!)

The business is quite challenging over the last couple of years, xxx helping us a lots in terms of product knowledge , marketing insight and testing standard, I can’t see the point to stop the relationship (我看不到那个原因。这一句欧美人士很常用。不过你不是看不到,只是你故意不看而已。。。)so easy as we were passing through all painful process now, it should be the moment to enjoy all reward with the growing of our business. (各位同学仔,记得之前那篇客户不少心发现我坑了他吗?这「苦尽甜来你却走了」的套路又出现了,不过今次不是出自叔叔之手,而是从一个老外来的。英雄所见略同。)

Regarding to your concern in terms of quality and product certification compliance ,
Quality : we never change the quality standard of your product , that’s why you haven’t got any problem on all Nordic’s shipment in the pervious inspection.

The only issue we found are Glass version for UK , and these are the new material which is typically just the workmanship problem.(这里有一个很重要的品管概念。BEA中的第二版块我会教大家什么类型的问题比较可以接受) therefore, I was asking you guys to give us an improvement plan which you think is workable and comfortable (这一手对供应商的技巧真不错。这老外应该也是个老司机,跟叔能玩上两手) , so that I can bring the whole story and negotiate with our inspection team. What I am trying to say , xxx is not a piggy customer as long as you can show us what it is “the actual situation” and how well (in a comfortable way )you can do to minimize the failure during the final assembly. (很好很好的高级品管问题沟通手段。为什么?要是他只是一个猪一样的品管员,他只懂说你没跟图纸做你超了标你该死。但高级的处理方法不是yes or no,而是WHY and HOW。这一,做了十年品管的人都不一定懂)

Products certification compliance : yes, I agree. But please understand that our TE just simply follow the requirement of EU regulation , it’s also not easy to manage as this is our 1st time to review a 6000hrs report. that’s why we got so many question around the ERP report which we believe was not qualified within the regulation, I understand how painful is it as I am also part of the communication to resolve all issue with all party. So now, anybody here (啊,那些爱挑文法毛病的中国人出来呀!来挑一下这老外的文法啊!来争议一下这该用everybody 还是anybody 呀!挑呀!怎么不挑呀?挑完有奖吗?挑完对你学做人做事有帮助呀?) have been leaning a lesson on how to control the ERP , and our procedure has been completely reviewed and simplified, this is the moment to enjoy all reward after passing through all the difficulty , we expect that xxx will be part of the party. (这套路又出现了。之前那篇用是有理由的,老外这里用也是有同一个理由的)

C
?

6. 到这里,我还没回复,在考虑客户这封这么诚恳的邮件,要怎么回复?

目前的想法是从公司营销策略角度说,我们的target market,target customer是大型商超或DIY超市,以维持公司可持续发展。公司的市场策略决定了不能再继续合作。
请Ben指点评价下,如何礼貌的与客户和平分手。感谢您。

好了,暂停一下。我们先看到这里。同学仔在BEC的群内求救,我说你不如投稿吧这是一个好案例可以帮到不少外贸人。懂得花心思去考虑「和平分手」,老板也懂得去推掉这些不好的单,我觉得已经是个很好的开始。 Partner不止是一起发财,而是互相帮助。没错你的单量太少了我们没兴趣,但打从客户第一张PO开始,你们已经走在一起了。

我教了同学仔一个方法。用500强供应链管理的字眼,叫「Discontinuity management」。

BEC 本叔的商业英语-《17》Oops!客户终于发现我一直坑他了,怎么破

在合同和法律范围內,买卖双方都会想尽办法抢夺对方的利润,天经地义,没什么不好意思的。但这种“抢”,不是打劫的抢,而是智取。亏的一方很多时也不是单纯的亏。经一事长一智,当交学费就是了。作为采购,在我第一次买一些不熟悉的产品时,会比较接受“被坑”这码事。重要的是,我们要被坑多久才能成精。只要我们懂得学习,懂得进步,这些都只是学费。成精,成为专家,不是免费的。

换个角度看,客戶虽然买贵了,但是有一样很有价值的东西,是你不易能理解的-- time to market。如果能明白这一点,你就知道为什么客戶能接受你第一次的高价。如果玩得好,还远不止就卖个高价呢。

这次的投稿也是挺经典的。同学仔第一次出货时价位不错,但后来客戶也精了,懂得sourcing了,找了另一個便宜的。同学仔事败了唯有想办法补救,于是就写了这篇出來。废话少说,我们来看看原文吧。

?? 你好,能够加入你的BE群跟着你学习地道灵活的BE,我很开心也很幸运。

??? 我这里有一封信想请求你帮我改一改。这封信是我7月份写的,?当时的背景是这样的,?这个客人是业务员通过网络开发的客人,?并成交了一个整柜的订单。?该客人是第一次做我们这样的产品,?从询盘到给我们下单,整个时间比较仓促。?根据业务员从客人那里了解的情况,?该客人经过这次采购后每月会有一单。?结果客人收到货物后,最开始还在积极给新的询盘,后来就不积极了,让业务员追问,最后得知的情况是,?客户嫌我们的价格贵了,已经重新找到了新的供应商,并从新供应商那里走了一柜。?客人购买的这款产品在去年我们给他报价时,市场基本是我们那个价位,?今年5月份,市场上多了几个新的生产厂家,直接把以最低价格销售,与我们以前报给客人的价格差了很远。而我们在这个时候也有了低成本的一手货源,也可以满足甚至低于客人目前的目标价,所以,我在这种情况下直接给国外客人写了这封信。?虽然客人回了我的信,也告诉了我他目前所有款的目标采购价(不知是真是假),但是我直接?再跟进时,客人直接说因为我们第一次给他价格太高,他有被坑的感觉。? 自从看了的BE 之后,?我在想,?如果我可以把这封邮件写得好点,也许还可以把客人挽救回来。

Dear xx

How are you ?

This is? B, manager and owner? of YYY. Co.ltd which I established 13 years ago. (这个要赞一个。直认自己是owner有好有不好,在这个案例來說,我会做同样的选择。因为客戶不理你了,你也已经没什么可以再损失了,倒不如大方地以老板的姿势來跟客戶聊,最后一拨)We have been working with company like? AAA,AAB,AAC。。etc . I am pleased to write to you directly instead of July today .?(这。。。刚巧那同事叫July,后面有个today还是挺误会的。。说instead of XXX本来很正常,但整句就不太好。我也说不出那不好,但就是不会这样用)

It has been? our great pleasure? to work with your company. I appreciate very much that? you have offered us the firm offer and how we cooperated for the order.(这句改为I appreciate your business 就好了。原文有点累,而且不易明) Actually after checking your website , packing design and other small details for your goods,?(THE packing!小错文法) I understand you are doing everything to put additional eco value to the goods. I am happy to see that our certificates of FSC and ISO are very useful t you . (这一张牌打得好。环保能为产品增值。同学以夸赞的口吻引出自己有CERT的优势,心计和闷骚得满分~)Since we have been in wood and bamboo items over 13 years, I realize that such eco bio packing items are popular almost over the world.? I assume your market is very promising .? (very promising 用来表达美好愿景是很好的字,但句式可惜了。不教文法,就不谈了。整体上是很好)It feels touching to me that? you also do your needful for charity organisation : ozharvest? besides your business . Actually I also do some contribution to Unicef every month ,although? just a very small portion , but I trust it is helpful for the children.? (另一张好牌--公益,特別是对欧美。有时有些social audit还加分。关于这些事,有人会说是伪善,嗯。。可能吧。可是叔叔一直觉得,有些事,结果比动机重要。心底深处还是认同企业在社会上该有他的责任。同学仔这写法,英文简单,却让我有很sincere的感觉。这才是BE。)

We have been treasuring the cooperation with your esteemed company.? (一言不合又esteemed。一向不太建议用这个字,因为我想不出有什么事让你觉得客戶是如此的esteemed。这跟dear, kindly等等一个理。生意关系既是平等,那用得着这种花言巧语。)Unfortuately? I? was told by July yesterday that you have moved your orders to another supplier because of price?(记得#10我说过price 和pricing的分別吗?这里用pricing比price要好,但我的话会用previous quotation,甚至是previous version of quotation。这个用字特別值得讲究。为什么?这跟整个回应的策略有关。我用previous quotation就能给人一个感觉 ,「我们的报价是能变动的」。一般来说,我们采购最讨厌会变动的报价,可是如果有合理的理由、解释、借口的话,有些时候还是能接受的。这个故事既然已经是半死的客戶了,不妨放手一搏,用另一套打法,「置之死地而后生」) I understand your if I was (这里真教教英文。「If I was you」为什么要用过去式?因为这事个假设。你永远不能成为他,所以是一个不可能实现的假设,我们会用过去式。你有时候可能会见到were,人家也没有错。was 跟were都是可以的,因为是I。)in your position . From your mail, I realise that you might think we didn’t support your business from the starting point? the day 1.? For this point , I feel sorry you got such impression . We ?are making?? every effort? to support our customer to win the market, which is our? principle to run the company. but obviously from your comments,? we must work harder to make our customers’ happy including? you .(这一段特別不好。不好的地方跟上次品质问题差不多,说了一堆以客为先什么的,却没有一句实际有用的。既沒有解释原因,也没有改变方法。我已经可以看到老外读完后心里那句bull shit。)?

In order to offer good products with better price and nodowngrading quality?(这个字。。你自己发明的吗?改!without compromising quality会好很多), every year we put a lot of attention on bettering (又一个自己发明的字?不过这个好,很多美式英语都是这样出來的。我建议improving,简单直接又常用)the supply chain of every material from main to side and we also put attention on the attention on upgrading productivity? .? For wooden cutlery, we? have just finish to? upgrade our produciton line to raise the efficiency and to save the timber during the past three weeks.? According to our testing during this week , by improving efficiency and saving timber, our cost of wooden cutlery can be reduced a lot? ,. But during the time we made the first order, we couldn’t reach it. for example , price of 160mm spoons, now we can offer at USD16.50 /1000pcs/carton.?(好了,看到这里,我就呼了口气。原来你还是有改善方案的。可是!可是!你的BE已经让客人有bullshit的感觉,已经先入为主了。要知道,都电邮是从上而下的,上面的文字如何越读越让人生气,那你后面的文字是事半功倍,非常费力才能改变读者的感觉。不过,值得赞的还是思维。同学仔以「改变生产与供应链效率」为切入点。不过讲真,明白人都知道,三星期能把效率提升到可以如此降价,也是醉了。没关系了,反正大家也是找个理由而已,就这样可以的了。)

In all, you need a? dependable and competitive supplier and we need an? reliable and ambitious? customer. So I hope we can sit together for business again.? (哈哈!好!直接!不吹什么要做个好朋友什么的。生意就是互相需要!赤裸裸的supply and demand我个人很接受。只要不是无礼的话,很多客戶也是喜欢这样直接的)

your? quick and constructive feedback will be much appreciated.

其实整体来说,此篇的用语和思维都是不错的。我不想硬要找些错误出來,这沒意思。真要改的话,我就从中中第三段We have been treasuring开始吧。因為为之前的写得不錯。那么以下直接到第三段了:

Yesterday I was told that you decided to work with another supplier due to pricing reason.? It is of course a bad news for us but is understandable for me.? (所谓话术,就是寻求双方的认同点。你懂的。。)Few months ago when we started work out this project together both of us were not experienced.? The first batch was made in “test-tube” – your requirement is not fully standard and we need to calibrate our manufacturing capability to fit it.? We were fully focusing on your time-to-market — how soon you can launch your product into your market.? No doubt that would induce a higher start up cost.? Yet, we worked out all the difficulty and we made it in such a short time.? Now we are running into ramp up phase with many improvement – new supply chain, new manufacturing process.? It is a pity that you’ve gone.? We waste our improvement and you risk a new supplier.?
(厉害了我的叔!看到没?这招夠高。帮你开发新产品当然有成本的!第一批我们自己都没搞懂成本那贵了一点您就不要怪我了,毕竟我们没收你什么开发费用,再说,因为我们你也赚了你的time-to-market了吧?別以为我不懂老外您的算盘,搞不好你是明知我贵了你也买的,因为当时太急吧?最后一句就是说您不跟我们买,是一个lose-lose。)

For us it is not a difficult product and with the improvement and experience gained from the last order I am confident that we can provide a new offer that would interest you.? (see attachment).? I hope we could come back and discuss our cooperation. (这里也简单把我能减价的理由概括了)
?
Regards,
Ben

BEC 本叔的商业英语-《13》厦门台风,不可抵抗与只懂say no 的客户

我初入行做采购时,不是特别明白自己的责任,为了安全,往往习惯把标准定得很高,很死,这样不准那样不行。十多年前当采购确实是“优差”,一句“不能接受”,人家就得花很大力气改过(今时今日恐怕供应商都不会鸟你)。到了后来才明白,我的责任是要去解决问题,而不是一只看门狗。职业成熟,还是需要一个过程的。
这次的投稿,正是一个类似的案例。台风过后,劫后余生,货品受损,交期无法如期。客户死活“不接受”,不管你怎样说也没用。同学仔不知所措,来稿Ben叔叔看有没有招。既是基友团门徒,又是本叔铁粉,那我就试试给点思路,看看是否能参考一下。

以下是原文,我刪了一些:

我是门徒的XXX,一直很佩服你的BE高度,你的BE我一直在读,还做了收藏,一直想向你投稿,今天碰到的突发情況,实在想不到比较好的解決方法,也不知道怎么跟客戶回复。可否麻烦耽誤你几分钟时间帮我看一下这个问题?以下是问题和背景介紹:

产品:服装,需要用到面料和罩杯 – 流程是先订购面辅料,再生产成衣;G20会议后,面料生产因为环保原因暂停了不少工厂,现在供应特別紧张
客戶:美国进口商;
付款方式:0预付,客戶收到货后付款

问题:9月15日福建遭受特大台风,工厂和仓库严重受损,包括面料和罩杯都被水泡了,导致我们按原计划进行成衣生产,原定的交货期无法履行,交货期推后是肯定的,新的交货期起码需要4天左右才能核算出來(当地水电今早停止供应,需要等水电恢复,结合工厂情況才能给出新的安排计划)

今早跟客戶邮件,说明我们碰到的突发情況,并提供了受灾照片和新闻报道,希望能延迟交货。

客戶回复不接受交货期延误,并说我们的进度一直滞后,且缺乏责任感。

作为供货方,我们理解台风受灾不关客戶的事情,客戶也沒有义务理解和同情我们,而且延迟交货会影响他们自己以及他们的客戶的销售计划;但是他们说的不同意延迟交货,我们目前确实是无法做到。

Dear C,

Regarding shipment schedule updated on 9/12/16: there’s some changes because of 9/15/16 typhoon in Fujian, where our fabric manufacturer located.
Some of the fabric and grey fabricare are soaked during the typhoon.

Latest shipment status might be available till earlier of next week. I will update asap.

Attached are the picture to show you the situation of the place and our ordered fabric.

I will send you relevant public news in a seperate email.

Best regards,
XXX

客戶很快回复:
This is not fair this may make me reduce the qtys ordered cause you are so late on everything I cannot accept all these sudden changes I’m in deep trouble of losing clients because of your lack of responsibility

?Sent from my iPhone

第二封邮件:提供对应受灾新闻,证明事情的真实性:

Dear L,

Below is the public news regarding the typhoon:
Most powerful typhoon since 1949 batters Fujian

Best regards,
XXX

客戶回复:
My customers will not understand and will not care about this problem because it’s not their problem business is tough and cannot delay
Sent from my iPhone

最后是同学仔的回复。Logic是这样的:
表示理解客户的处境,但是出了这样的天灾,我们确实是无能为力。但是我们会尽我们所能赶货,尽量少延误,并且尽快给他们更新最新的交货期。
Dear ,

I apologize for this delays. This is the first time I meet during my 20+ years in the industry.
We will do our best to push the production and try to arrange the shipment ASAP. New shipment schedule will be updated very soon. It should be available on next Wednesday.
Best regards,

Ben叔叔看到这里,觉得最好是用point form把这个案例的要点说话:

1.??首先,重中之重。老外你不接受又能怎样了?起死回生?我看他用手机秒回这件事,就知道老外根本没用过脑试图去解决问题,而是百分之百把问题扔回给供应商。看似很对,
这是供应商做错了关我什么事?呵呵。。。老外,你知道什么叫Force majeure吗?中文叫“不可抗力”。如果有合同,呵呵,对不起,老外你因这种天灾而来的损失并不在合同的保护范围之内。如果不顾什么长期合作什么客户关系的话,你根本不用理老外。帮你尽快交货,是人情;不帮你,虽也不是什么道理,但我也没什么错失。
2.??还有,物料进水了,你的损失是晚了来货,我的损失是全批物料不能用了。所以,不要觉得我们什么都没做,你零预付款我也在帮你收拾摊子,这不是不负责任。
3.??懂得说明这一点,让他明白我现在是在帮你,你还在生什么孩子气?
4.??要赞一下,这种天灾必须要提供第三方报道。同学这次是做对了。

“不可抗力”几乎所有合同都会写上,不止是天灾,某些人祸,好像动乱,政变等等,也属于这例。作为一个优质负责的中国供应商,你当然也是会尽力“协助”解决问题,但“协助”和“责任”之间的距离,必须跟客户沟通。以下是我的回复.

Hi,

This is one of the worst typhoon I’ve ever seen in my life.? We are definitely not the only one affected.? The whole Fujian province is in a mess.? Let’s say, we are lucky already the problem is visualized and we can have our hands on it.? (他要明白,整个福建省都有事,我们不算什么。一般来说,在灾害中能清楚知道情况的进展也是一种成就。不信老外你找其他人试试?)

The material is soaked with water and unable to use.? This is the lost we are immediately suffering and being absorbed by our own.? (先把自己的损失说了)We spoked with our insurance agency and nothing they could do – it is called “Forced Majeure”.? All contracts, including the one between us, are excluded from the responsibility caused by this typhoon.? (重点来了!!!看我如何间接又含蓄地说关我P事?把保险公司拉下水,他们是最重条款的人,然后带出“其实所有合同在不可抗力之下无效”,那就不像直说“我TMD无责任了”那么讨厌)

Yet, as a responsible supplier, we are still doing our best to meet your deadline, even though we have not receive a penny from you.?(最后这句太霸气了,我一毛钱都未收就先损失了,你还吵什么吵。不过,慎用。)

I have explained the course of action in the previous email, and I suggest you take a look to it.? (老外你自己看看,我不重打了)Be assured we work on the same objective – to satisfy your customer.? I will report status again soon.

Regards,
Ben

BEC 本叔的商業英語《10》-price,or pricing? (关于客户说价格高该如何回复)

这次的投稿比较轻松,也是属于you are too expensive类,看来也是大家最感兴趣的问题。那么我们就当再一次复习吧。不过,这一篇有个值得注意的点。很多时候我都说是英文过关,商业思维不行。但这篇刚好相反,logic不错,但英文表达不到位。原文是这样的:
Ben叔,是这样的,我在和一个美国客户在谈一款产品,我报了价格给他,他回复说产品贵暂时不考虑,邮件来回過程是這樣的
1. 我:发了产品推广邮件给客户
2. 客户:询价
3. 我:询问客户的包装需求、数量
4. 客户:回复数量以及包装
5. 我:根据客户的数量,做了详细报价给了客户并给了10%的discount
6. 客户:说价格高
?

我打算这样回复他:
1. 首先不否认他觉得贵的comment,并且帮助他找出他觉得贵的原因。
2. 我想列出一般客户的产品价格构成,然后分析有哪些cost可以降低。
3. 我找了他们当地市场类似产品的价格进行对比,帮助客户分析怎样做才能在类似的产品中占据优势。
现在在给客户分析他的产品价格构成处遇到困难,想表现得专业一些,所以求助于我们的好好同学群。
看到这里,我又忍不住跑出来问一句,为什么一言不合就打折?是因为数量?还是目标产品的规格?如果是这两个原因的话OK的,但提醒大家千万不要在没有理由的情况下突然减价。

以下是同学仔的原文。她沒写完。。。

Dear A,?(又DEAR)

Thank?you for your honest and valued comment.? (人家就说你贵,没有什么honest不honest了吧。。。也说不上这句错,但是。。。怪怪的)
Well noted you think the pricing (看下去,整篇都是用pricing。大家知道price 跟pricing的分别吗?)is too high for you. It seems that our offer cannot have you make reasonable profit in your market(文法错的太过分了,不能放任你不说:P). Never mind, let’s find the reasons why the pricing we offered cannot have you make good profit. (我仿佛看到一个任性少女被抛弃后拨一下头发来一个never mind。。。。这里也是不合适的用法。不止是太口语,而且感觉好像是人家有做错了什么似的。)

As a good and reliable?supplier, we?not only?sell the products to customers, but?more important is to?help customers to sell their products?in their market and make profit. OK, let’s see if there are something we also can do and help. (好,你说得对,但太露骨了,也很hard sell)Andrew,?do you?know the?rough pricing for?such kind of product in your market and do you have a general idea about what pricing can help you to sell the product well in your market?(估计你是想问:1. 老外您那边这东西大概卖多少钱?2.那您觉得什么价位能让你赚得够?英文的PRICE当然是价格,但pricing一字是指“定价”。在这例子两个字都对,但你们用的时候必须知道区别!)

As I think, Your Final Pricing = Supplier Pricing + Shipping Cost + Duties and Taxes + Laybor Cost + Reasonable Profit?(查完家宅祖宗十八代后你打算怎么样?由于原文未写完,后面的也不得而知了)

必须同意,同学仔这个回复的logic是对的。大部分的客户,特别是第一次接触时都会说你是贵的。不管你是不是贵,总之你就too expensive。你怎样?一来就减个10%? 认真你就输了!同学这个做法是对的。不否认贵,解释贵的原因,成本在哪里。可是,英文太差了。我只能说,看是看得明白的,但写得不专业。是不是可以过关?嗯,我想是的。能不能更好?大有改进空间!

Hi,

Thanks for your reply and well understood your concern regarding our price.? As an OEM service provider, our success strongly rely on our customer profitability and therefore we are willing to leave this open for further discussion.? Yet, please understand that our offer based on the actual cost of the material quality we used and we are happy to explain you further.

上面几句就把原文要说的东西说清楚了。下面就不写了,因为没有原文所以没法修改。不过,我不打算去问客户要赚多少钱才够这样一个太深入又可能让人感觉无礼(特别是大家都不熟的情况下)的问题。此等问题不是不能问客户,但必须是相当熟悉的合作伙伴。

BEC 本叔的商業英語《5》-you are too expensive怎么破

这次来稿是阿里外贸圈的读者写来的。案例非常非常经典,开发信找到客户,但客户说价格高就连样板都不想看先来杀你个价。以下是来信的内容。老规矩,敏感资料删去,其他的原汁原味上。
「本叔,您好
看了您外贸圈的文章很受益,看到您这边征集案例,帮忙优化,我是外贸新人,刚好这几天的在谈一个客户关于样品和大货的价格谈不拢,希望您帮我检查一下。多谢!!
阿里上认识的新客户,联系了一周,确定是买家。
给客户发了CIF价格之后没有回复,然后我说寄样品给他,他直接给了我地址,但是我说样品收费,结果他说我大货价格贵,没必要买样品测试,就甩过来以下这封邮件;
“Hi J,
You single price is out the budget, it is not worth purchasing the price. I am looking for ABS at $6.00 per kg landed in AAA (maybe $7.00). Your price is too high. It will be a waste to to purchase your sample at $13.00
(其实你们为什么不奇怪,这个$6是怎么来的呢?编的?还是有什么公式算出来?又或者是他收过什么样的报价?叔叔以15年采购经验大大声告诉你,跟你“三唔识七” (完全不认识),这个所谓目标价有8成机会只是随口说说的!)
Thank you
Regards
?
夜里收到邮件我想了想还是回复吧,不然时差又会隔一天,隔夜联系感觉就不那么热乎了,可是我又觉得我的回复会让客户离我更远。。。
请本书帮忙优化一下措辞。?其实,我想表达的是市场上价格有便宜的但肯定不是好货,只要有量,价格是可以谈的。以下是我的回复
(赞一下这位妹子的敬业精神)
“Hi XXX,
Thanks for your kind reply.?(其实我一直想说,人家就来问个价这有什么kind 不kind的? 就像上几篇说的DEAR,有什么号DEAR的呀?哎,教科书害人。。。)
We do not doubt that you can got offer price at $7 or less CIF AAA from Chinese market.
We can also manufacturing cheap cost product, however, it is unavoidably that printout success chance (这里我猜你是想说品质)will goes down and more after sales serive request will come out. Which cost more time and not good for long-time cooperation.
For final price , if you are satisfied with testing result and for following quantity price of 100,500,2000,5000, I can ask a bottom price from my boss for you.?(又来了,原来你报的不是bottom price, 原来你还有很多空间,原来你在等我压你价。。。我衷心告诉你,一个专业的采购员看到你这句bottom price 就会有我以上的反应鸟。。。)
By the way, does your target price $6(or $7) for every shipment no matter if the quantity 100,500, 2000, or 5000kg?
(这一句。。。看出你真的是菜鸟。商业世界,99%的价格都是跟数量挂钩的。)
One of our regular customer from Australia choose us to be their filament supplier after one week China factory visiting. Welcome to visit us if you have time.
(我想赞一下这段。Reference用得不错,不过说得有点太神了。看厂只是整个buying decision process的一部分而已。)
Thank you and best regards
J

好了,以下是我写的回信:
?
Hi,
Thanks for having a chance to review our quotation.? The target price $6 seem challenging….may I know how do you come up with this target?? I am very interest to know the magic behind and would like to reasonably adjust and try to match it.? (一定要问!他可能真的有公式的,那么也是你学习一下人家costing是怎么样的好机会。反过来如果他是瞎掰的,有可能他就不再坚持了。将心比心想一想,Reasonably adjust也就是表示我们是有空间的,有诚意的。)
We’ve seen product with unbelievably low price locally in China, but I am not sure we are talking in the same line.? I believe you would agree functionality, quality and after-sales service are keys to success in our industry.? We all know that a low price on the quotation could turns out to be never-ending trouble (and carrying cost, of course) in the future.
(I believe you would agree…. We all know that… 都是术啊!!套亲近啊!!我们的看法一致啊!!这也客气滴说了老外你不是蠢得不懂这个道理吧。。)
Having said that, it is always our aim (也可以用we intended ) to provide our customer unparalleled quality product with affordable cost.? What I would suggest is that we review your annual demands of the product and lets come up again a price-volume mix for your reference.? Communication is always the key to support our customer.
(看看如何高雅地说你多买就更优惠件事?还要时不时不忘自我宣传一下)
For your reference, YYY in your regional market has been our long customer and it’s seem that Aussie (假设是澳洲市场)are quite happy with our product.? Selling our product is proved to be profitable and reliable.? I would be happy to tell you more about our activity in your market if you are interested.

(这也是个画龙点睛之处。老外一定有兴趣知道在他市场上的对手原来也是跟你买的!那么你一定是很懂他们市场也了解一些当地法规之类了吧。胜利的机会又大了不少。)
Let’s keep the ball rolling.
Regards,
Ben?
此篇的用语本人自我感觉良好。不过,having said that, 不要太过迷信一封电邮就能改变世界。最后能不能成功斩获订单,靠的绝不止是几只英文字。