價格談判，是外貿環節較為敏感的階段了，也時常令我們很頭痛，尤其是遇到一些死追著價格不放的客戶，那真的是“痛不欲生”的感受，煩透了，這也是為何很多外貿業務員在群裡一直抱怨阿三客戶如何如何，做外貿的，想必都能明白啥意思，不言而喻。
Bargain is the most sensitive part of the foreign trade, which often causes us headaches. In particular, if you met some clients who keep bargaining, you will be overwhelmed by annoyance. That’s why foreign traders are complaining what some Indian clients have done and said and it’s known to us all in the foreign trade circle.
每次當我們按照客戶的要求報完價格後，客戶就消失了。於是我們懵逼了，客戶幹啥去了？嗯，Mike悄悄告訴你，客戶也許正忙於四處蒐羅報價單，因為你並不是唯一的潛在供應商； 客戶也許在跟你玩心理戰術，先讓你在焦急等待中失去應有的方寸與策略；客戶可能也在等自己的上司或客戶回覆云云。
The client disappears, every time we offer quotations according to their request. So we are very confused by where the clients go? Well, Mike would like to tell you quietly that client might be busy with sifting through quotations for you are not the only one potential supplier; the client might be playing psychological tactics with you, making you wait in anxiety to lose your proper ways and tactics; the client might be also waiting for his boss or client to respond.
於是又過了一段時間，你不斷跟進，然後欣喜若狂的發現，客戶回覆了。小心翼翼的打開客戶回覆的郵件，懵逼了：
After a while, you keep following up, and then ecstatically discovered that the client replied. You are perplexed after opening his e-mail.
Your price is too high.
Too expensive.
Your price is twice higher than others.
The price is not workable.
Pls give us real price.
Pls give us your best offer.
... ...
哎呀，我滴個乖乖，我報給你的價格也不高啊 ，就算高也不可能兩倍於別人啊，你這不是扯淡麼？難道真的是我的公司實力不行，價格太高？
Alas, my baby, the price I quoted for you is not high. Even if it’s high, it’s impossible to be the double prices than others’. Is it nonsense? Is our company’s strength not powerful so requires high prices?
於是你開始懷疑自己公司的問題，於是你跑去問經理，“老大，客戶嫌棄價格太高 ，能不能降點兒？” 經理想了想說“給他降低10美金試試”
So you begin to wonder if there are some questions about your company and run to ask the manager, “Boss, the client thought our prices are high. Can’t we lower it a little? ” “Try to lower him by 10 dollars.” said the manager after thinking for a while.
當你開開心心的拿著新價格告訴客戶後，客戶冷冷的如上回復又開始上演了。
When you happily told the client with a new price, his cold reply started again.
其實你仔細想想，如果你一再降價，會不會落得什麼好下場？只會是不斷被壓制。還記得之前分享脫離產品，空談價格，不死也難的和那些不靠譜的價格差比背後的真相嗎？ 談判必須是基於實際情況，基於產品自身的，如果談判脫離了這個軌道，單純的去談價格，將沒有任何意義。
In fact, think it carefully, if you repeatedly cut the prices, will you end up with a good result? No. It will only be suppressed. Do you still remember the truth I shared with you before that there will be no good ends if the prices are disengaging from products and the comparison of unreliable prices? Negotiations must be based on actual conditions and the product itself. If the negotiations break away from this but simply talk about prices, it will be meaningless.
因為可能你們談的東西根本就不一樣，質量規格都不一樣的東西，怎麼能夠相提並論呢？也許你覺得應該強調自己的質量，不要降價，但是可能客戶根本就不在乎質量，他的本地市場受眾就是貪便宜，所以你質量好沒用，因為成本太高，價格難以到位，自然無法為客戶匹配到實際的市場受眾。所以，要具體情況具體分析，無法統一模式去考慮和處理，很多事情在實際發生的時候的可能性，都是雙向的，甚至多向的。
Because what you are talking about is the same at all. How can different things of different qualities be compared? Maybe you think that you should emphasize quality instead of cutting prices repeatedly. However, the client doesn’t pay attention to the quality for low prices are prevalent in his local market. Therefore, even if the quality of your products is good, it would be useless and fails to attract audience because the cost is high and then the price is definitely high, too. So it’s important to specific analysis of specific situations that cannot be considered and handled in an unified manner. The possibilities of many things happening in real life are bilateral and even multidirectional.
很多客戶只是心理戰術，虛張聲勢，並非真的拿到了超低價。很多客戶嘴裡喊著“ Give me best price, order can be confirmed today/within this week”，然後一些業務員就慌了神兒，腦袋裡都是訂單的樣子，於是給出了自己的最低價，結果客戶還是走了，訂單根本沒拿到，這就是因為客戶的本意是想看看你能夠做到多低，然後拿著你的價格再去壓別人，並不是真的要給你訂單。不可否認的確一些客戶會有一些急單，採取這種方式採購，但是真的太少了，因為採購一般早早就開始了工作，不是泰山崩於前了才想起自己該做什麼。
Many clients just play psychological tactics but don’t really get ultra-low prices. Many clients shouted: “Give me best price, order can be confirmed today/within this week”And then the salesman is worried and give the lowest price with head full of orders. But the deal still cannot be made. Because the client just would like to see how low the prices you offer can be and bargain with others with the lowest prices with others. It is undeniable that some clients do have urgent orders and purchase in this way, but it’s too little because they seldom work like this but in advance.
所以，下次客戶再跟你說給我最低價，我立刻給你訂單的時候，冷靜下來，想想外貿人必須學會的談判思維：遇事不要急，先思考，後行動裡說的，仔細分析客戶的生意模式和心理動向，不要慌亂扔出最低價，降價可以，不要超過三次，也不要差距太大，不要輕易就降價，更不要毫無理由的降價。
So next time when clients ask for the lowest prices by saying that they will instantly give you orders, please calm down, thinking the right way of negotiation as a foreign trader: think before you leap. Analyzing the business mode and the trend of psychology of clients carefully, instead of just offering low prices. You can cut the prices but not more than three times and too much. Don’t give low prices easily, let alone unreasonably.
什麼叫做不要毫無理由的降價？就算降價必有因，必須說出你降價的原因，哪怕是你真的不懂自己的產品，也至少可以說處於合作誠意，再三和領導申請下得到了更好的價格。但是我講的原因並非如此，而是希望大家能夠通過自己對產品和行業的認知去考慮，去解釋，甚至是你的產品原材料，原材料的原材料等等，可能一些人看到這些會覺得是無稽之談，我也不會過多解釋 ，誰學誰知道，誰用誰知道。
What is offering prices unreasonably? You must give your reasons for lowering the prices even if sometimes you do not really know your products. At least, you could tell clients that you get the low prices from boss for sincerity to cooperate. But I don’t really mean it but hope all of us could think and explain to clients about the materials of products or even that of materials through our own recognition of our products and industry. Some people might think it ridiculous but I won’t explain too much for it. Because I believe it’s known to those who learn and use it.
有的人總是希望模板化自己的談判，希望每個難題都能有一個無敵的郵件模板，這是極其不可取的，極其錯誤的方向。因為實際談判情況千變萬化，沒有模板可言，看似相同的難點使得談判僵持，可能基於的實際情況卻大相徑庭，比如產品情況，比如面對的市場情況，比如客戶的經營類型和麵對的受眾情況等等。
Some people always hope there are invincible templates for their negotiation, which is ridiculous and wrong because of changeable negotiation situations. Sometimes, some seemingly difficult points make the negotiation stalemate; sometimes, the actual conditions base on quite different from each other, such as the situations of products, that of the market and that of the type of clients and the audience they face.
如果說產品是一個公司發展的靈魂，那麼對於產品的認知，絕對是一個業務員談判的靈魂。
If products are the soul of a company’s development, then the cognition of products is definitely the soul of salesmen’s negotiations.
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