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客户跟进技巧与建议(三)

浏览数量: 0     作者: 本站编辑     发布时间: 2024-01-26      来源: 本站

31 你的产品真的适合经销商吗?找准定位很重要

询盘来源国家:加拿大
产品行业:建材-卫浴


买家询盘:
Please send me container pricing. I am a hot tub distributor in Calgary Canada.
 

我的回盘:
Dear xx,
xx is a professional spa
factory specialized in hot tub and swim pool spa, no other products.
Thank for your inquiry our hot tub A310. Please
check the enclosed quotation for 3 perosn hot tub A310 with freight and
insurance in CIF Calgary.
1>. Transportaion by sea
From Shenzhen port to Calgary, Canada via Vancouver by 23days.
2>. Loading Qty for A310
20' GP: 7 sets
40' HQ: 14 sets
3> Would your market like to accept following optional accessories to perfect tub?
I would like to recommend 4 key options to you.  
a). American Balboa Controller, b). PU foam for keep water warm in cold climate,
c). Spa cover letter,    d). Fiberglass



专家点评:
对于这个询盘,我说说我的看法。

1.知己知彼,首先一定要确认自己的定位,你的产品是否适合distributor,其次就是对这个客户进行分析了解。
包括谷歌查出客户的公司信息,行业,在华是否有进口过,公司规模,公司性质(生产商,分销商,终端用户等)
这样,就可以判断自己的产品是否适合这个公司 。

2.假如这个客户真是distributor,然后你们公司对distributor也有优势,那接下来是先了解下这个客户的一些背景,如有可能尽可能通过SKYPE和MSN等在线工具增进交流,所以回复邮件的时候可以在最后来一句:can i have your SKYPE MSN?

3.既然这个客户是distributor,那他肯定也卖同类产品,可以先问下客户卖得最多的款式或者最希望代理的产品等等。找好切入点。同时可以适当分析,体现自己的专业性。

4.对于客户一句话询盘的客户,甚至大部分客户,我都不建议马上报价格。这里有多方面的原因。一个是马上报价,会让自己处于被动,只有在逐渐的接触中才能让自己的报价更有针对性。另一个是报价如果来得太容易,客户就不会太重视,当客户收到的报价比较多的时候,你的只是单单一个报价,没有其他引起客户的点,除非你的价格是最有优势的,否则第一个淘汰的很有可能就是你。最后,即使是一个规格品,价格除了跟数量有关系,相信也跟品质,材质等很多东西有关,仓促报价会在后期的还价过程中自己显得没底。

5.回复询盘要有条理性,个人觉得楼主回复询盘时,调理不够清晰,也不够简洁,首先感谢是必要的,然后马上进入主题针对客户的需求进行提问,最后才是一句话强调公司优势,末尾再来些相关的比如问SKYPE以及期待致谢等。

6.个人认为,不管是什么产品的报价,如果真的要报价的话,最好加上Valid,同时,付款方式,以及相关信息,尽量完整,让客户觉得你专业,细致。

33 当客人是经销商,一个合适的起定量很重要

询盘来源国家:德国
产品行业:调频系统


买家询盘:
Hallo dear madam and sirs,
my name is ×××, i am distributor for cosmetics in germany.
i am very interested in your range of Multipolar Radio Frequency Systems ,please send me your
special quote and sample prices and min. quantitys
best regards
×××××
i wish you very nice cinese spring holidays


供应商回盘:
How are you? Thank you for your inquiry on alibaba.com.
This is kathy from our company. My pleasure to serve.
Thank you for your interests in our multipolar rf machines.
And we are sincerely want to establish a good business relationship with you.  :-)
Here are some information about our machines.
1. Minimum order: 1 set.
2. The price of the RFV11 is *** USD (EXW price).
3. The price of the RFV16A is *** USD (EXW price).
4. For more information, please see the attached brochures.
By the way, we will have an exhibition in Spain from Feb 11-13.
If you are interested, I will send you details.
If you have any questions, please ask me freely.
Looking forward to hearing from you soon.
Best regards,
##


专家点评:
我可能会这么回。

Dear XXX,
Thank you for your inquiry about our Multipolar Radio Frequency Systems. Please check:
1. EXW price for RFV11 is USD XXX; PRV16A is USD XXX
2. MOQ: 500PCS
3. One sample cost: USD XXX (product USD XXX + Express USD XXX). Delivery: 2 days after payment and take another 5 days to get to your hands.
4. Please check the attaced catalog and specifications.
Any comment, please let me know?
Regards

1. 规定一个合适的起订量,毕竟客户是经销商,而且你报价也没了解客户的量,报价会不好报,所以规定一个起订量,而不是1套,太少了。也可以才开始不报价,仅发catalog让客户选感兴趣的型号。还有我看了你回的,你确定客户就是要的那两种型号?那个价格是根据500套的价格报的,所以想来价格上应该更有吸引力对客户,除非你们1套和500套的价格一样。MOQ只是我随便举的个数字,也可以是100, 1000,反正报价就是对应的MOQ价格

2. 如果确定客户是要的你说的那两种产品,就应该在样品上做文章,你的邮件的目标就是让客户下样单,所以要给到客户详细的样单信息。

3. 最后,我想说的是,如果客户具体需求还不是特别明确的时候,应该先弄清楚需求,再谈其他。

34 中间商做好定期跟踪

询盘来源国家:加拿大

产品行业:石墨粉,属于冶金,铸造行业

买家询盘:
一轮 The quoted prices are the total for 10 Tons,CIF Buenaventura,Colombia? Dear Claire,  

二轮I will submit the offer to my client and let you know as soon as I have an answer.   Regards,  


供应商回盘:
一轮 YES, what do you think of it?    

二轮 I will submit the offer to my client and let you know as soon as I have an answer.   Regards,


基于该询盘的具体问题(客户困惑点):老师您好,这封信是来自RFQ的,这个询盘应该如何继续跟踪呢,这个我已经发过信询问他觉得我们的价格怎么样,但是客户没有回。


专家点评:Hello,
1) 从第二次的邮件,说明他是中间商,报了价格之后,他也是要等终端客户的信息。不必纠结于客户对你的价格的看法,首先你要对你的产品以及产品价格有最基本的认识:在同行业中,在目标客户中,在哪些国家,你的产品质量和价格具有优势。这样你会对你的谈判更有优势。
2) 如果多次报价,最后都无果而终。一是分析一下客户和客户的市场价格,第二看一下自己的产品价格定位,第三据此可以设定后期跟踪的周期
3) 建议给客户打电话沟通一下。不需要急切的问价格如何,而是问问客户有什么需求之类的,找好切入点,和客户多一些了解。(打电话阿里上也有这类资料,可以找一下看看)
4) 最后是在这之后,有一定的时间间隔,给他发送一些行业的信息,或者有一些产品的报价等,保持联系。

35 要Pircelist不如先给Catologue

询盘来源国家:希腊

产品行业:bags

买家询盘:
HELLO  I HAVE A SHOP IN GREECE SELLING BICYCLE'S ACCESSORIES.  I WOULD LIKE TO HAVE A SAMPLE OF THIS PRODUCT AND OF COURSE IN NEED A PRICELIST CATALOGUE OF YOUR PROCTS REFERING TO BICYCLE ACCESSORIES.  I WILL PAY THE SAMPLE AS MONEY AS IT COST.  THANK YOU IN ADVANCE  

 
供应商回盘:
Dear Mr nikos: Greeting!  Thanks for your email of sep.9 2013 ! This is Tina xu from china best bags ,we are professtional bags factory from china since 2006,we can provide you all kinds of bags with high quality and very compititive price .All our products can be customized ,Logo ,OEM is also welcomed ! For more information,you can visit our wesite www.chinabestbags.net,http://chinabestbag.en.alibaba.com . Enclosed is the pricelist of our bicycle bags , you check ! As for the bicycle sample ,the sample leadtime is 3 to 7 days ,the sample fee is USD50/PC,not including the freight .And once the order is made ,this money will be returned to you . Wait for your comments asap then we can start to arrange the bicycle bag sample for you !


回盘备注:买家一直没有回复。

专家点评:Hello,
客户有店,肯定是自己有做retail,那配件包肯定只是产品的一部分,对产品的工艺及成本不会太了解,价格主要来源来比价来决定心里采购预期。所以才会要Price list。购买付费样品说明客人对样品的要求较高,并用作对比。
供应商回盘有介绍公司相关信息,并提供了样品信息,并发Price list,是典型的客人要什么就给什么阶段。
并没有引导客人明确购买的产品,且在介绍优势的时候就是HIGH quality和Compititve price,这样很抽像,倒不如直接的说:reputation for XX知名品牌,Merida?Giant? price range from $xx---$xx?
客人并未指定要哪一款就给报了样品价,有点唐突,造成你给的可能不是客人想要的。
建议后续从以下几个方面优化及跟进:
1. 介绍公司的优势时,可以将OEM的品牌告诉客人,或直接发图片告诉客人。还有这类似客户可以量不是很大,可以以MOQ为优势。
2. 客人要求给Price list,不如直接给客人Catalogue,引导客人所需要的产品,并给出一个价格范围,套出客人的心里价格预期。
3. 同时给Catalogue,可以让客人选择最感兴趣的产品来打样,或直接选库存样。至于样品费是否退还的问题,不宜早早告知,可以根据客人的采购量来决定。

36 紧急订单,回复要快速简洁,时间是关键

询盘来源国家:德国
产品行业:家居装饰品--仿真

买家询盘:
Dear xxx  could you please tell me how long the white wisteria branches you have are,  Plus I would need an price  for 7.500 branches together with an idea how long you would need to provide this amount,we have an urgent call for those 7500 pieces so tell me please your best price and possible delivery date  Best  xxx

供应商回盘:
Dear xxx,  I'm very glad to receive your inquiry email today. sorry for the late reply as we had a Holiday in the past 3 days. we are a manufacturer specialized in produce artificial flowers and plants. OEM, ODM, and wholesale service could be offer. More than 400 workers and professional management team makes the good quality, on time delivery, competitive price and good service, that's why many customers overseas built long term business relationship with us, like UK, Mexico, Turkey, Bahrain etc.    Noticed that you are interested in our products Wisteria, I would like to send you the E-catalogue in the next emails. in order to avoid my first email to you be prevented. which include all of our wisteria products price and details, please check and kind advise to me what inqueries you have.  I will more than pleased to solve your problems. Looking forward to hear from you soon!  Please be noted that our company will attend the 113th Canton Fair--Phase 2 during April 23--27, the Booth no is 4.1H42. Welcome you to visit our booth. We are looking forward to see you there!   Thanks & Best regards   xxx  contact details....

回盘备注:通过客户网站了解到他们是做场景工程布置的。如婚礼布置,派对、会议布置等,后来邮件往来确认要某个产品,要求5500枝想拼一个40尺柜,但时间很赶,他要5月底到德国。我告诉他我们抓紧时间,是可以做到4月底交货的。这意味着船行一个月,5月底便能到德国。可是这封信去了之后客人便没了回音。

专家点评:Hello,
首先客人直呼xxx,群体发送的可能性不大,一上来就产品货期,说明对货期很急,数量,还有单价,发货时间,运输时间。客人是急单实单的可能性非常大。货期运输时间都是关键。
客人的询盘需求:产品基本已指定或者有意向产品,货期急,要求单价要OK,不能乱报价,单价可以按照常规的中等利润报,回复一定要快,是回复之后给个电话过去。客人应是终端客人的可能性很大。
供应商的回复没有解决客人的疑问,没有达到客人的采购预期。
客人要单价,货期,运输时间,还有客人已经有意向的产品,不要直接发目录过去,可以自己先挑选几款接近或者热销的给他参考。这询盘是一个地道的新手回复,没有逻辑布局,想到什么就写什么,语言不够专业简洁,作为采购商,要看的邮件很多,花在看你邮件的时间是非常少的。
供应商的回复,给人的第一感觉,回盘太长了,啰说了一大堆,前面一大段可以直接删掉,不专业,不够简洁,没有重点。
供应商的回复点是:
专业生产厂家,跟其他客人合作,目录给客人参考,单价,近期的展会信息。
稍作修改,可以稍微提一下专业厂家,给客人推荐几款接近的产品及单价,后面提供的这个展会信息比较不错。
建议可以参考以下几个回复点:
1, 产品,推荐接近或热销产品给他。附上图片。
2, 单价,中等价格,此客人对单价比较敏感。
3, 货期,把最快的货期跟客人说,这里可以稍微一下公司的生产能力,专业年限之类的,一笔带过。
4, 运输时间,可以根据客人的国家城市等,找到离他最近的港口,提供最快捷的运输信息给客人。
5, 展会,展现公司的实力,欢迎客人来展会,参观工厂,如果客人来的话,可以直接面谈你的机会会更大。
6, 质量,德国客人对质量要求一般都比较高,虽然询盘里面没有提到,但是在你收到询盘的时候,外贸邮里面会提示是来自哪个国家的,你可以把相关的认证发给客人,比其他供应商细心一点,可以在下一封邮件把这个资料发给客人。
其实像这样的急单,如果尺寸规格质量单价OK的话,下单速度很快,一开始拿到这个客人的询盘就应该先查查这个客户的资料,然后再有针对性的报价回复,直接把客人拿下。急单建议尽量少用邮件沟通,多用电话,熬点夜与客户直接沟通交流,快速解决客户的问题,你会订单的获得者。
如果现在拿不了,那就跟客人保持联系,在客人有这方面的需求时会想起你,作为备选供应商。
可以定期发一些新的产品资料给客人参考,让客人记得有你这么一个供应商存在,加油!

37注意恰当满足客户需求

询盘来源国家:Tanzania (坦桑尼亚)
产品行业:steel ball,mining

买家询盘:Hello We are a company based in tanzania , doing mining on small scale.Am interested in buying steel balls from you, would be more than happy if u could provide me with a Quatation on the 75 mm in diameter , pliz give the CIF price. Am lookin for 20 tonnes. Thank you  

供应商回盘:Dear xxx ,       Nice day!       Thanks for your enquiry,please check the following three kinds of quotation and quality specification:       1.forged steel ball             Quotation       Special forged steel bar   High carbon forged steel bar   Medium carbon forged steel bar       FOB tainjin port (usd/ton)     80-00  80-00  80-00                                        Forged Ball Quality index               Name      forged steel ball      forged steel ball      forged steel ball       Material      Special forged steel bar      High carbon forged steel bar      Medium carbon forged steel bar       Izod impact strength   (J/cm2)      ≥12      ≥8      ≥2       Hardness    (HRC)      ≥58   Surface60-67          ≥55   Surface58-65         ≥40   Surface 52-54           Impact to broken (times)         <Φ60      ≥20000      <Φ60      ≥18000      <Φ60      ≥13000       ≥Φ60      ≥16000      ≥Φ60           ≥13000      ≥Φ60      ≥10000        Remarks:           1.a) Material of Forged Grinding Steel Balls is Specical forged steel bar(C:0.7-0.85%,Si:0.17-0.37%,Mn:0.7-0.8%,P/S:0.035MAX,Ni:0.01-0.02%,.Cr:0.2-0.7%,Cu:0.03-0.08%,   Cep:1.02%, rare element infinitesimal)       b)Material as High carbon forged steel bar(C:0.62-0.70%,Si:0.17-0.37%   Mn:0.9-1.20%,P/S:0.035MAX,Ni:0.25%max,.Cr:0.25%max,Cu:0.03-0.08%,rare element infinitesimal)       c)Material as Medium carbon forged steel bar(C:0.38-0.50%,Si:0.17-0.30%   Mn:0.9-1.20%,P/S:0.035MAX,Ni:0.25%max,.Cr:0.25%max,Cu:0.03-0.08%,rare element infinitesimal)       2. Price validity:30days.       3. Packing: woven bags 1ton/bag.( iron drum add 16usd/ton ,850kg/drum).                        4. packaging: A. weave bag ,1000kg/bag   (It's free)                                    B. Iron drum,850kg/per drum( add 000usd./ton )       (A.use weave bag,the ball net weight:25Ton;B.use iron drum ,the ball net                                weight:20-23Ton;)       You can choose the material ,quality index and matched price.And for CIF price,please give me the target port.Looking forward your reply and confirmation!       Thanks&Best regards,   XXX  
           
回盘备注:客户是8.18号第一次发询盘,8.18当天有回复了材质要求,及其他质量要求。     8.22号又询问了Hello   Just one thing I wanted to know how long willie take to deliver the goods from the time I pay for instance  I need them to be delivered in Mombasa.    Please let me know as soon as possible   Thank you  单直到8.28再没有回复信息,我很迷惑。客户到底在考虑价格还是其他?  

专家点评:Hello,
如果客户的问题不能直接给出准确的答案时,建议先给参考答案,然后在此基础上再问客户的具体意见,客户的体验度和配合度会更高。把自己设想成买家,当你急于得到一个答案时,对方只回复给你新的问题,你一样会有期望落差。
虽然如此,客户毕竟来了第二次邮件,前面的问题可以先忽略,但是看得出客户很关注交货期,没看到你提供回复邮件内容。对卖家来说重点就是跟着客户的需求点而转移,客户提出这个需求背后必然有他的理由,你需要敏锐地把握住并且针对这个需求给出自己的估测答案。并在此基础上提供相应的配套内容,例如,可接受付款方式,大概的船期,货物到达对方处的大概时间等。如果没有回复或回复没有针对客户的关注需求,效果就会差很多。毕竟同一时间都有同行在和你竞争。
没有第二次邮件回复内容,暂时限于以上分析内容了

38 客户希望做经销商

询盘来源国家:印度尼西亚

产品行业:鸡笼

买家询盘:
I am from Indonesia. How to be your product reseller in my country ?        

供应商回盘:
Dear XXThanks for your inquiry for our product dated 19th,Jul.we confirm have received it and we reply asa follows, 1)Firstly.we are the biggest Poultry Equipment factory in North of China which set up in 1989,now we have more than 500 workers and 2 factory  (more than 170,000 sq.m). 2)Our sales mangers  went to your country  to participate in exhibition several days ago .If you are interested in being our Agent in your Country,we can send you a copy of  commmercial agency agreement to you .it contain some agreements as our agent need to know about it , you can tell me all of the details about you ,such as your company address ,and so on . Looking forward to hearing from you soonly. Thanks and Regards  

回盘备注:回询盘的技巧,和客户的后续沟通。

专家点评:Hello,
回询盘的技巧这样的问法太笼统了,包含的内容太多,可不是一封邮件能介绍清楚的,以后希望能够更具体地提出问题,例如,我们沟通了什么内容,客户的意见是……,我不知道如何跟进好,或者经过……之后,客户嫌价格高,接下来这个客户如何处理比较好,这是自己能够认真思考解决方案的前提。同样,后续的沟通问法也很笼统,一个问题包含的内容太广太大的时候说明你并没有仔细去想问题的所在。没有快捷的掌握技巧,你需要的是逐步的积累,一个问题一个问题积累起来的解决方法和思路。
再说这封询盘的跟进,提醒两点,一,看清客户的问题和需求,二,为客户的利益着想。
你在跟进时有往这些方面考虑,但是做得不够充分。Reseller不是agent,只是普通的批发经销商,这里做两件事,一是介绍自己的产品特点和适合的市场,二是了解客户目前的相关情况,你有尝试做,但要更具体一些。
为了更容易得到客户的认可,还可以尝试帮客户提供一些有利于他自身利益的信息和建议,例如产品的市场调研了解,产品的种类选择,市场投放,常见问题的解决方案,市场的分步策略,风险防范等话题方面的内容等。
后续沟通基本可以归纳为了解客户反馈——发现客户反对意见——解决/提供替代方案/谈判改变客户观点——解决客户所有需求——达成交易,没有具体案例,细节方面你自己再拓展一下。

39 制胜之道:看到并担心客户所担心的问题

询盘来源国家:australia

产品行业:wheel loader

买家询盘:
RFQ Detailed Description:  Looking for Wheel loader new used 10ton max low hours interchange bucket forks rake Ship to Perth australia    Thank you for the information. Do you have a bigger model? The machine you have quoted is impressive but maybe too small. 1.9 meter bucket ok. What motor and what transmission does your loader have.  Phone number ignore for the moment will advise correct number later. Regards  Sorry not able to confirm at this time, your loader is still under consideration. Regards  i need to put a presentation to our Cooperate Exec at the end of the month. You loaders and pricing will be in that for a decision. The Exchange rate does not help at this time down 10%.  Regards  

供应商回盘:
Dear J, thank you for your response timely ,i have sent the detail quotation to you ,pls check the attachment  btw,give me the reponse if you receive the quotation list ,i am afraid it enter into your block list  could u leave me your mobile phone ,the number 0014-089-4444888770,it is seems not avilable ,could not got it   remember ,Brooke Tu is your partner ,serive u do my best ,when u have any problem ,call me :XX     HI J,  how are you ? hope everything is well with u all along . we discussed the wheel loader days ago, you notice that 2ton wheel loader is less than you expected how about new 3ton wheel loader ,have you got the quotation list ? give us one response if you receive it ,or we have to send it again for you  looking forwards to coocperate with you in the near future  best regards  XX     Hi J, hope everything is well with you all along. there is one new guy confirm one 3ton wheel loader these days  if you could confirm the order we discussed last time (10ton ,2m bucket) we could manufacture the machinery at the same time  could reduce the delivery time in these days because could purchase the parts same time  give us one response and we could go ahead next step best regards  Brooke Tu  good day to you and one week goes  about the quotation of the 3ton wheel loader  the price rise a little this week ,about 100 usd because the material rise a little  how is your company schedule ,still considering it ? hope everything is well  

回盘备注:感觉很有希望的买家 但是越托越难

专家点评:Hello,
客户是中间商,应该是去做投标一类的活动,他在最后一封邮件说明你们的产品资料会在月底(应该是指七月底吧)提供给买家选择,这表示还存在一些外因的限制,他的认可不代表结果,对买家提供的信息一定要了解清楚细节,这样你才知道做什么事情才是最有效的。
遇到这种情况你催客户是没用的,订单不在他手里,他也只能等。不如趁机了解下其他产品情况和他的买家情况,例如是否还有其他比较认可的产品,觉得他们的优点是什么,买家的情况是什么,是否是做投标等(例如你可以借机说如果是投标的话我们一定给你最大支持,故意告知客户可以给他一个价格浮动范围,让他投标更有主动权)。
不要只看到自己的订单,学会比客户更担心他担心的问题。买家喜欢与这样的卖家合作。


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