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【老鸟之路10】 怎样给客户涨价?

2013年07月27日 外贸经验 评论 1 条 阅读 265 次

很多业务员有害怕给客户涨价的心理,有种胆怯心理,害怕提价后客户会流失。其实完全没有必要。

要知道,市场上的规律永远是“买涨不买跌”。打个比方,最近国际市场上某原材料价格下跌了,客户有订单也会观望看看价格会不会继续下跌,并多比较几个供应商的价格。而如果市场上最近原材料在涨价而且要猛涨,那么客户手头的订单会尽快跟你确认甚至没有订单计划也会先下订单给你。(所以有时我们要学会先给客户一个涨价的预期,先别说涨价多少了。只传递一个信号即可)

一般来说,死气沉沉、毫无起伏的市场,商机不多,你赚的利润也是死的。但是当市场上波动的时候,反而是赚钱的好机会。对于那些对市场行情不了解,换言之信息不对称的客户,只要你把握住时机,一单就能赚之前两三单的利润。举个例子,原材料成本下降或者供应商下降的时候,你仍然和客户做着老价格,那么你实际就赚了。如果原材料成本上升的时候,只要你跟供应商沟通得当,那完全可以压住少涨一点或者不涨,你给客户涨价,那么也实际上是赚了。

对于涨价,我的看法是:涨价要么不涨,要涨就给客户涨到位。千万不要做一单就给客户涨一次价格,客户会很反感,早晚有一天不带你玩了。
对于利润一直不好的客户,当市场涨价时,涨价要狠,抱着宁愿不做的决心。利润非常痛苦的订单,不如不接。浪费工厂产量和交期。

而且涨价一定要显得有理有据,写邮件时务必谨慎,最好用数据说话,显得真实可信。
我们来看一下一个例子:

Dear xxx,
In the past two years, the exchange rate USD-RMB changed from 6.35 to 6.28.  What's more, the labor cost went up by 10%, so we have no choice but to adjust prices.
Please check the latest best price as below:
xxxxxxxxx
Hope to get your understanding and support.
Best regards,
xxxx

N多业务员写涨价邮件是这样的。当然还有些业务员会加上 "考虑到长久合作,我们愿意承担部分上涨的成本,因此最好的价格是xxx."

下面一封邮件是我写给客户的涨价邮件,我感觉实际效果还是不错的,分享一下:

Dear XXX,

Many thanks for your email.

Re the new price for PE Sleeves, frankly speaking, it is really very hard product for us now. Because it is all made by hand, the labor cost is go up sharply from last year.

Every worker can make about 1500pcs per day, we paid them usd 3.5 per day one year before, it is mean usd2.3/1000pcs, now, according to the law of the goverment, we at least pay them usd 7.9 per day, it is mean usd 5.2/1000pcs, it is about usd 2.90 difference per carton.

Re the exchange rate, in your last order dated June. 25, 2011, the exchange rate is USD1 : RMB6.54, today, it is USD 1 : RMB 6.30, it is mean 3.8% rise in the exchange rate, the price for your last order is usd 25.7/ctn, it is mean usd25.7 x 3.8% = usd0.97/ctn.  ( RMB is unit for Chinese curancy )

the new price should be usd25.7 + usd2.9 + usd0.97 = usd29.57/ctn, anyhow, to cooperate with you. we share some cost, we offer usd28.5/ctn fob shanghai. we do hope you can give us your kindly understanding and confirm the price. When we receive your kindly confirmation, we will prepare the P/I for you without any delay.

We are sure any information from you will receive our prompt attention. Thanks in advance.

Best regards,
Sam

当你对产品足够熟悉,对生产流程、工艺、产量等深谙于心的时候,你给客户的邮件就会显得很饱满,涨价的理由也看似很充分,可信度也会高很多。

转自:外贸圈 料神Sam分享

1 条留言  访客:1 条  博主:0 条

  1. lee87

    友链个 谢谢

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