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。

《本叔的商业英语》关于BE Basic —外貿寶寶第一課

入門!適合新手到三年經驗的外貿寶寶。本叔手把手帶你入行!

共6期
Feature:
Entry level knowledge of international business in 6 lessons.
Get to know your international business career in the next 10 years.
A brief guide to what skills to be acquired in advancing your career.
Understand all the major channels and strategies for customer searching.
A comprehensive view of the whole CRM process with example, from finding a customer to closing a deal。

 

The course:
Modulus 1 – Professional development
外貿 (refer to international business) is a kind of channel business
that was considered to be highly profitable back to some decades ago.
Although it is no longer the case,
this career still attracts thousands of people join in every year.
In modulus one we will see what is the typical career path in this field from an insider view.

 

What is the possible opportunity to diversify,
and what skills are required for growth.
The modulus will discuss the track of:
A:?Professional management, the P & M directive;
B:?Start-up, the possibility to be your own boss, its lifestyle, and what it takes.
C: China representative of foreign company,
? ?work for boss from overseas,
? ?what is the essential skills and expectation of the role.
Another part of the modulus is about continuous learning and improvement.? We will discuss:
The growth matrix: 4 factors that dominate career growth of all kinds.
How do they impact, and how do they be acquired.

 

3 levels of a 外貿猿’s job - CS, sales and marketing. How are they related to your daily life.
How to deal with job change, how to accumulate experience in different ways.
Learning business communication, BE skill and so on.
Modulus 2 – Channels
This modulus aimed to answer the first question always being asked: “where to find my oversea customers?”.
We will go through all the major channels one by one.
Feature, advantage and disadvantage, suitability and success factors…etc.
Having board knowledge of all channels enable you to make sensible
decision on investing the most suitable channel for your business.

 

Modulus 3 – CRM
CRM funnel has long been used as a tool to manage sales process and is proved to be effective.
Without going into too much details of CRM theory, we will, in this modulus,
break down the 3 major stage of CRM funnel and relate it to selling activity.
By using an example of an email thread between a buyer and seller,
we will visualize the essential factors that is included in the “prospect” phase,
of which the most concerned area and is regarded as 「客戶跟進」in some case.

 

The benefit:
Participants are supposed:
To have a clear view of career roadmap in this field
to know what is essential to learn and acquired in order to growth
to know, from zero, what is the common ways of finding customers
to have board knowledge, the pros and cons of using different channels and tools,
which help them to make investment decision
to have a comprehensive view of the whole sales process, starting from zero to closing a deal.
to experience how business English writing could make a difference during the communication process
to connect with further learning resources

《本叔的商業英語》关于BE Club

《本叔的商業英語》BE Club

 

每篇案例都是外貿人真實案例,幾十個不同的商業情景,
本叔教你拆局,分析,回覆。有品,有味,有骨頭,本叔的商業英語。
《話術,是你最低成本的差異化》
已更新55期
下面是来自学员对于BEC的一个目录整理:
关于BE Club
--------
BE商业化之路是17年定了下来的方针,
目的是为了让我更有理由花时间在「教英文」这件对我没有什么好处的事上。
这不是一个分享,这是教育,是我花了近20年在跟老外打交道而得来的经验。
正如我某篇内的话:成精,成为专家,不是免费的。
不过既然是收费了,那么我就必须专业起来,让大家花的钱值得。
最少,要比你在其他培训机构所花的钱值得。
BE Club年费为499元。主要就是大家一直喜爱的《本叔的商业英语》专栏订阅,
再加上一本我很期待但不知何时能出版的那本纸质书。
会员是可以100%无限次(期内)阅读,番读,再读所有不论是过去的还是未来的BE帖。
我心目中觉得60篇以上是没问题了,但我也不敢保证,也不想为了篇数写些低质的文字来。
只能说,要你物有所值吧。
要是你打算也报读我的online BE课程的话,
那么你只需要在这499之上补上差价就可以了。反之亦然。
Online课程的学员补上499也能入BEC。BEC微信群的不时都会有学员在群内分享和问答,群内分享价值超亿。
Online课件叔叔天天苦苦在做,改了又改,但既已完成一半了,但就事在必行。
至于online课的内容,又是跟帖上的完全不同,保证让你又多开一次眼界。
BE Club也会有非定期的线下活动,只开放给会员(也可带一位朋友)。
看报名人数而定地点。