如何“套路”外貿(mào)客戶？獲取必要信息

在外貿(mào)業(yè)務(wù)中，郵件開發(fā)是一場(chǎng)“你來我往”的博弈，而這個(gè)互動(dòng)過程往往決定了最終是否能成交。如果你的開發(fā)信或詢盤回復(fù)沒有引起客戶的興趣，導(dǎo)致溝通中斷，那可能是這個(gè)流程做的并不好。
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許多外貿(mào)人在與客戶溝通時(shí)，常常處于被動(dòng)狀態(tài)——客戶問，我們答。雖然這種方式?jīng)]有錯(cuò)，但如果我們的回答無法滿足客戶的期待，很可能會(huì)導(dǎo)致客戶中斷聯(lián)系。要掌握主動(dòng)權(quán)，僅僅關(guān)注客戶提的問題還不夠，還需要學(xué)會(huì)分析客戶的需求和痛點(diǎn)。


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比如：通過海關(guān)數(shù)據(jù)發(fā)現(xiàn)，之前客戶與老供應(yīng)商一直貿(mào)易往來，為什么客戶會(huì)想更換供應(yīng)商？ ?

原因可能包括以下幾方面：?
- 價(jià)格：現(xiàn)有供應(yīng)商價(jià)格過高或成本效益低下。 ?
- 質(zhì)量：產(chǎn)品質(zhì)量無法持續(xù)穩(wěn)定地滿足要求。 ?
- 售后服務(wù)：無法及時(shí)響應(yīng)客戶問題。 ?
- 業(yè)務(wù)支持：缺乏靈活性或有效的配合。 ?
- 人員問題：溝通不暢或信任缺失。 ?
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我們細(xì)細(xì)分析一下。價(jià)格通常是客戶更換供應(yīng)商的重要原因，但并不是唯一因素。如果在與客戶的溝通中沒找到答案，我們可以詢問一下。
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- 詢問話術(shù)：?“Could you please provide more details regarding the quality issues? Once I have the specifics, I’ll be able to identify the cause, and we can take steps to prevent these issues during our collaboration.”
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- 客戶的回復(fù)：“The contact points with the main unit show significant wear, to the point of deformation. There are frequent data transmission errors, and the connection points between the plastic and the main body often break. Additionally, the joints are very rough in texture.”
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其實(shí)客戶的回復(fù)已經(jīng)很明顯的指出問題所在了。作為專業(yè)的供應(yīng)商，我們只需要分析原因，然后進(jìn)行求證即可，不必急于的表現(xiàn)自己產(chǎn)品。
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- 求證話術(shù)：“The severe wear and tear is likely related to the material quality, don't you think? The data transmission errors may be due to issues with the processing, leading to poor contact. The roughness and lack of precision in the joints seem to stem from insufficient attention to process details. You’ve likely already analyzed these issues, and it’s important that they continue to improve in these areas.”
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當(dāng)我們掌握了客戶的問題后，可以通過展示自身優(yōu)勢(shì)來打動(dòng)客戶。例如： ?
- 我們的原料采用嚴(yán)格的行業(yè)標(biāo)準(zhǔn)，每批次原料都經(jīng)過嚴(yán)格檢測(cè)，并附有詳細(xì)檢驗(yàn)報(bào)告。 ?
- 我們的產(chǎn)品在出廠前會(huì)進(jìn)行多項(xiàng)實(shí)驗(yàn)，確保性能符合客戶預(yù)期。 ?
- 因?yàn)槲覀兊馁|(zhì)量要求較高，不追求生產(chǎn)過低成本的產(chǎn)品。以往低價(jià)產(chǎn)品常伴隨較高的售后成本，不僅影響客戶品牌，還增加了市場(chǎng)維護(hù)難度。這種影響并不是便宜幾毛錢可以彌補(bǔ)的。
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這樣一整套的鋪墊下來，后期再談價(jià)格時(shí)會(huì)好很多。如果后期談了幾輪后，客戶還是一直在糾結(jié)價(jià)格方面，我們可以這樣說 “Based on your reasons for switching suppliers, it seems that both you and your clients prioritize quality. If we can avoid the significant issues faced with your previous supplier, which would save you additional costs, do you still find our pricing high? ?
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You've tested the samples, and the results were excellent, so I trust you have confidence in our products. Here's what I propose: I’ll request a discount for this batch, but future orders will be at the original price. Once you’ve used our products, you’ll see the value firsthand.”
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這種方式既能展現(xiàn)靈活性，又能引導(dǎo)客戶關(guān)注產(chǎn)品的價(jià)值，而非單純的價(jià)格。
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談判的核心不僅在于傳遞信息，更在于通過對(duì)話獲取客戶信任。有很多外貿(mào)人認(rèn)為并不能獲取到這部分信息，這就是談話技巧的問題了。以下是一套簡(jiǎn)單的對(duì)話邏輯供參考： ?
- Q: Can you make this product? ?
?A: Yes, we can. Let me show you some similar products we’ve made in the past. Have you been sourcing this product consistently, or is it a new development? ?
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- A:?We’ve been sourcing it consistently, with an annual volume of .
?Q: So, didn’t you used to source this product from China? ?
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- A: Yes, that’s correct. ?
?Q: This product requires tooling and R&D, and since the standards have changed a bit, the cost is higher. The fact that you’re now looking for a new supplier—was it due to issues with the old supplier? ?
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- A: Yes, that’s right. ?
?Q: Could you share the specific issues you encountered? ?
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通過引導(dǎo)式提問，逐步獲取更多有價(jià)值的信息，從而為下一步溝通奠定基礎(chǔ)。
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郵件開發(fā)不僅是技巧的運(yùn)用，更是一個(gè)持續(xù)優(yōu)化的過程。將這些思路融入到你的日常開發(fā)中，結(jié)合實(shí)際業(yè)務(wù)情況，不斷調(diào)整話術(shù)和策略，才能真正提升開發(fā)效果，贏得客戶信任與合作機(jī)會(huì)。