外贸报价的实用技巧与价格博弈法

作为外贸中最关键的业务环节之一，报价是一门大学问。本文从实战角度出发，为您详细拆解了六大实用报价技巧和十四种价格博弈方法,希望对您的外贸业务有所帮助。

一、六种报价技巧

（一）基础梯度报价

这是最通用的报价技巧,在我们不清楚客户情况和订单预期时,或者自己在外贸网站上发布产品时,可以带上基础的梯度价格。

（二）引导式报价

1、方法一:款式引导。例如同一系列的产品有利润较低价格较低的基础款A,有高配置且利润较高价格较高的B,如果我们想主推B款,就可以缩小A、B款之间的价格差距,且突出配置的差距,引导客户选购B款。

2、方法二:梯度价格引导。例如客户的预期采购目标是2500件,而我们想再争取些销售额,那么就可以设置类似1000-2999pcs,3000-8000psc这两种价格梯度,两个梯度的报价要拉开差距,让客户觉得再加点数量就能获得比较大的优惠。

（三）捆绑利益

例如我们需要推荐客户去定制logo,那么可以适当降低合作的收单门槛来争取客户开模,客户一旦开了模具,后续的翻单大概率都是我们的了。

（四）削弱参展物

大家发现没有,一些生活日用品,总是会做很多的包装规格。比如同一品牌同一系列的牙膏,会有20g旅行装,60g、80g、90g个人装,120g、160g、180g、210g家庭装等,如此多的sku看似多余,其实都是在干扰消费者的判断,为价格变动等因素做铺垫。同理,我们在报价的时候,也可以进行一些类似的动作。

（五）设置价格锚点

我们可以把自己和权威大买家绑定,或者把自己与行业头部供应商做对标,这些做法都能增强客户对你的好印象,把价格锚点拉高。

（六）高价法

有经验的业务员可以试试这个报价法。如果你对产品,行情很了解,在一些特定情况下,比如你的产品是独家的且客户特别感兴趣的,可以尝试报价高些,再进行一轮轮价格博弈。最后既能赚取更丰厚的利润,又能满足客户要占便宜的心理。

二、客户压价的八大原因

（一）客户贪小便宜

这类客户往往以小批发商/零售商为主。他们没有核心竞争力,购买力不够强,往往非常在意价格,他能在你这里压下来的价格,对应的就是他在自己的生意中能获得的额外利润。

（二）客户比较挑剔

这类客户都是既要又要还要,既要产品好,又要服务好,还要价格优。对这些比较挑剔的客户,我们一定要抓重点,了解他真正的采购诉求,满足他核心需求。

（三）客户习惯压价

这类客户往往是在过往的采购经历中有尝到过压价甜头,习惯性压价。

（四）客户在对比其他供应商

能跟客户进行到议价这一步,说明你大概率已经进入了客户的供应商最终筛选框架,此时我们一定要认清自己的筹码,争取拿下订单,必要的时候可以适当让利。

（五）客户不了解行情

外表看似相同的产品,可能因为不同材质不同工艺等原因,导致价格相去甚远,不了解供应链的这部分客户可能确实不能理解。

（六）客户太了解行情

有些客户深入了解过供应链,甚至能估到产品的成本价,所以这类客户不接受太高的溢价。

（七）客户预算有限

应对这种客户,需要我们在谈判过程中摸索客户的心理价位。如果确实预算有限,我们最终可以做些让步或者降方案配置来迎合客户预算。

（八）客户需要在职场中展现工作能力

这涉及到职场上的人情世故,尤其是新上任的买手,需要一些压价场景来展现自己的工作能力。

三、实用价格博弈方法和英语话术

（一）通用方法和话术

1、Nobody will offer a ridiculous price to push their customers away. We attach importance to both quality and product cost, to give a guarantee of the reasonable price offer.

2、We would rather explain why our price is higher, than solve the aftermarket complaints for the poorquality.

3、I understand that there are cheaper options, but we have the best cost performance.

（二）引导客户了解产品细节或解释定价

1、Our cloth is competitively softer, because it's made of 100% cotton. You can feel the texture byyourself.

2、I believe that you have noticed the weight of the spoiler. It's obviously lighter to the normal ones, less than 100g! Since it's making of pure dry carbon fiber, not ABS plastic, it's far much lighter butsolid.

3、There's no such lowest price in the market, but our price is the most reasonable one.

（三）索要样品来确认

Our quotation is based on your picture and graph, so we can offer an estimated price only. It would be appreciate if you send us an object sample, and we will recalculate the cost once we receive it.

（四）汇率原因

The price is according to the fluctuation in exchange rate

（五）原材料价格

The price offer has to rise due to the skyrocketing price of the raw materials.

（六）订单调整数量

Can you increase your quantity, so that I can apply for a better price to my manager.

（七）品质原因

1、It's the value and the quality that determine the price.

2、Price depends on the requirements. If the price is the only element you care about, we can offer you cheaper price ones, but the quality is inferior; if you place considerable value on quality and service,you will find out that our price is reasonable.

（八）暗示同行的不足

1、Some manufactures use reclaimed materials to reduce the cost, but it's not environmentally friendly and do harm to users.

2、I fully understand your point of view. You deserve good value for money. We are working on a new solution to meet your budget better. Making deal in cost-effective products is our common goal.

（十）适当卖惨

1、Please understand that we have kept the price close to the cost of production and can not bear anymore discount.

2、The price offer leaves us very slim profit only.

（十一）第三方论证说明不贵

It's true that the price for this model is a little bit higher, but many customers finally choose us after they make comparison with other suppliers, because they make choice between low price and comprehensive quality.

（十二）解释别的产品溢价,如产品资料,彩盒等

I'm afraid we can't cut the price any more, but we can provide you with the best service. We provide the whole set of product pictures and demo videos,so that you can list it and start your business immediately.

（十三）市场趋势

The present-day market is quite respectable and you will find good profit.

（十四）慢慢引导客户说出心理价位

1、Price too high? Compared with whom?

2、Can you kindly share the shop link to me?