外贸报价七大原则与话术-留住客户
发布时间：2023-07-30
作者： 赵赵
不要过早介绍产品。不要过早报价。
尽管价格不是决定成败的主要因素，但客户对价格非常敏感。即使是完全相同的产品，通过不同的购买方式、购买数量、购买时间或购买人员，价格必定会有所不同。
然而，价格并不仅仅是几个数字那么简单。它涵盖了客户的认同和期望，同时也包括客户的意识、态度，甚至客户的心理和习惯。以下是一些供大家参考的报价原则和报价策略。
报价七原则
01 认同
给客户报价的前提和基础是认同。这个认同即包括客户对你的产品、服务、解决方案的认同，也包括对你这个人、你所在的公司的认同，更包括对产品/方案所能解决问题、带来价值认同，以及服务保障的认同。
没有认同，就还到不了“报价”阶段，充其量是在“询价”阶段。没有认同，报多少客户会都嫌贵。没有认同，报再低也是白报，没有客户为了价格而购买。
在报价过程中，向客户表示认同是一种有效的沟通方式，以下是一些表示认同的话术，提供中英文版本供参考：
Thank you very much for your recognition of our products. We are proud to be able to provide you with high-quality products and services.
非常感谢您对我们产品的认可，我们十分自豪能够为您提供优质的产品和服务。
We understand your requirements for product quality, and we have been committed to delivering products of the highest standards to meet customer expectations.
我们理解您对产品质量的要求，我们一直致力于提供高品质的产品，以满足客户的期望。
We appreciate your price sensitivity, and we will continue to strive to provide competitive pricing that aligns with your needs.
我们深刻理解您对价格敏感度的考虑，并且我们将继续努力提供具有竞争力的价格。
02 预期
客户的购买价格其实是一种心理预期，也是对某种预期的渴望程度。这种预期是随着与销售人员的接触、对现状和销售提供的方案认知、对所解决问题和带来价值的感知而逐渐建立起来的，也就是我们常说的心理价位。
这个预期不是报价本身，而是随着每一次交流、沟通、方案介绍等过程中逐步建立起来的。因为在这些活动中销售都会有意或无意地透露一些信息，包括到后面计算经济效益和投资回报，都是在帮客户建立这种预期。
建立价格预期是重要的沟通环节，以下是一些用英文进行客户建立价格预期的常见话术：
引入定价范围：
Based on our initial assessment and market analysis, the price range for similar products in the market is typically between $X and $Y.
根据我们的初步评估和市场分析，市场上类似产品的价格范围通常在X美元到y美元之间。
To give you an idea of the pricing landscape, similar products in the market are generally priced in the range of $X to $Y.
为了让你对定价格局有个概念，市场上类似产品的定价通常在X美元到y美元之间。
强调产品价值：
Our products offer exceptional value for the price. We have carefully balanced quality, features, and competitive pricing to provide you with the best possible solution.
我们的产品物超所值。我们精心平衡了质量、功能和有竞争力的价格，为您提供最好的解决方案。
The pricing reflects the high-quality standards and advanced features of our products. We believe it is a worthwhile investment considering the long-term benefits it brings.
定价反映了我们产品的高质量标准和先进功能。考虑到它带来的长期效益，我们相信这是一项值得的投资。
引用先前交易经验：
Based on our previous successful transactions with clients in similar industries, the pricing for our products/services has been well-received and considered fair.
根据我们之前与类似行业客户的成功交易，我们的产品/服务定价受到好评，并被认为是公平的。
We have worked with clients in your industry before, and they have found our pricing to be competitive and in line with their expectations.
我们以前曾与你们行业的客户合作过，他们发现我们的定价很有竞争力，符合他们的期望。
考虑个性化定制：
Please note that the final pricing may vary based on your specific customization requirements. We will work closely with you to tailor the solution to meet your needs while ensuring cost-effectiveness.
请注意，最终价格可能会根据您的具体定制要求而有所不同。我们将与您密切合作，在确保成本效益的同时，量身定制解决方案，以满足您的需求。
As we understand your need for customization, the final pricing will depend on the extent of customization and additional features you require.
由于我们了解您对定制的需求，最终的定价将取决于定制的程度和您需要的附加功能。
强调长期合作：
We value establishing a long-term partnership with you, and we are willing to offer flexible pricing and favorable terms as we grow together.
我们理解您对定制的需求，最终的定价将取决于定制的程度和您需要的附加功能。
Our aim is to build a mutually beneficial and long-lasting business relationship. We are open to discussing pricing arrangements that align with our shared objectives.
我们的目标是建立一个互惠互利和持久的业务关系。我们愿意讨论符合我们共同目标的定价安排。
请根据具体情况和客户关系，选择适合的话术，以帮助客户建立合理的价格预期，并理解产品或服务的价值。
03 形势
价无定价，因势而定。不同的客户、不同的项目、不同的客户的经营模式、不同的竞争形势，价格也会有所不同。有些项目所处的阶段、客户的紧迫程度都会影响你的报价。
根据不同的客户、项目、客户的经营模式以及竞争形势来报价，以下是一些用英文进行报价的常见话术，根据不同情况进行分类：
根据不同客户：
a. 新客户：
Thank you for considering our products/services. As a new customer, we would like to offer you a special introductory price of $X to showcase the quality and value we bring.
We appreciate the opportunity to work with you for the first time. To start our partnership on a strong note, we can provide you with a competitive price of $X.
感谢您考虑我们的产品/服务。作为一个新客户，我们想为您提供一个特别的入门价格X美元，以展示我们带来的质量和价值。
我们很高兴有机会第一次与您合作。为了让我们的合作关系有一个良好的开端，我们可以为您提供具有竞争力的x美元的价格。
b. 重要客户/长期合作客户：
As one of our valued customers, we would like to extend a preferential price of $X to you. This reflects our commitment to our long-standing partnership and the trust we have built over time.
Considering our longstanding business relationship and your continuous support, we are pleased to offer you a discounted price of $X as a token of our appreciation.
作为我们的重要客户之一，我们想给你一个X美元的优惠价格。这反映了我们对长期合作伙伴关系的承诺，以及我们长期以来建立的信任。
考虑到我们长期的业务关系和您的持续支持，我们很高兴为您提供X美元的折扣价，以表示我们的感谢。
根据不同项目：
a. 大规模项目：
We understand the scale and complexity of the project you have presented. Based on our assessment, we can provide you with a comprehensive solution at a competitive price of $X, considering the volume and scope of the project.
For a project of this magnitude, we have taken into account the resources and effort required. Our price of $X reflects the comprehensive solution we offer to meet your project requirements.
我们理解您所展示的项目的规模和复杂性。根据我们的评估，考虑到项目的数量和范围，我们可以以具有竞争力的X美元的价格为您提供全面的解决方案。
对于如此庞大的工程，我们已考虑到所需的资源和努力。”我们的价格X美元反映了我们提供的全面解决方案，以满足您的项目要求。
b. 定制项目：
Based on your specific customization needs, we have tailored our products/services to align with your requirements. Taking into account the level of customization, the price for this tailored solution would be $X.
To meet your unique specifications, we have developed a customized solution that provides added value. The price of $X reflects the specialized nature of this project and the benefits it brings.
根据您的特定定制需求，我们已根据您的要求定制了我们的产品/服务。考虑到定制水平，这种定制解决方案的价格将是x美元。
为了满足您独特的要求，我们已经开发了一个定制的解决方案，提供附加价值。X美元的价格反映了这个项目的专业性和它带来的好处。
根据客户经营模式：
Based on our previous successful transactions with clients in similar industries, the pricing for our products/services has been well-received and considered fair.
根据我们之前与类似行业客户的成功交易，我们的产品/服务定价受到好评，并被认为是公平的。
We have worked with clients in your industry before, and they have found our pricing to be competitive and in line with their expectations.
我们以前曾与你们行业的客户合作过，他们发现我们的定价很有竞争力，符合他们的期望。
根据竞争形势：
a. 竞争激烈：
We are aware of the intense competition in the market. To help you maintain a competitive edge, we have adjusted our pricing to $X, ensuring a balance between affordability and quality.
我们意识到市场竞争的激烈。为了帮助您保持竞争优势，我们将价格调整为X美元，以确保可负担性和质量之间的平衡。
Given the competitive landscape, we have priced our products at $X to provide you with a cost-effective solution that still meets your expectations in terms of quality and performance.
考虑到竞争激烈的形势，我们将产品定价为X美元，为您提供具有成本效益的解决方案，同时满足您在质量和性能方面的期望。
b. 竞争优势：
With our unique advantages and value proposition, we can offer you a price of $X, which is highly competitive in the market while ensuring exceptional quality and service.
凭借我们独特的优势和价值主张，我们可以为您提供X元的价格，这在市场上具有很强的竞争力，同时确保卓越的质量和服务。
Considering our strong competitive advantages such as advanced technology and efficient production processes, we can provide you with a price of $X, giving you a distinct advantage over your competitors.
考虑到我们先进的技术和高效的生产流程等强大的竞争优势，我们可以为您提供X美元的价格，使您在竞争对手中具有明显的优势。
综合考虑：
After carefully considering your specific needs, project requirements, and the competitive landscape, we believe a fair and competitive price for this particular situation would be $X.
在仔细考虑了您的具体需求、项目要求和竞争形势后，我们认为，在这种特殊情况下，公平且具有竞争力的价格是x美元。
Taking into account various factors, including your business model, project complexity, and the market environment, we have arrived at a price of $X that balances affordability, value, and competitiveness.
考虑到各种因素，包括你的商业模式、项目复杂性和市场环境，我们得出了X美元的价格，平衡了可承受性、价值和竞争力。
请注意，以上的英文话术仅供参考，具体的报价话术应根据实际情况进行个性化调整，以确保与客户的沟通清晰、准确，并使报价更具针对性和说服力。
04 参照
给客户报价一定要提供参照。客户有了价格参照心里就“踏实”多了，否则客户面对价格就像站在悬崖边上的感觉。这是人的一种“镜像心理”和“从众心理”。
举个例子，就像我不可能把每张单子都做到一百万，但没有那些一百万级别的客户，就不会有其他客户肯掏五十万。所以，有人说样板客户就好像是商家请来的“托儿”，这个我认同，只不过是一种心理上的托儿，而是给客户安全感。用现在的流行的说法就是“信任代理”。同时，报价中也常用到类比：“销售会说，你们附近谁谁家，规模比你们小，同样的产品，他们都花了多少多少.......”，这也是在为客户提供参照。用他们身边熟悉的或熟知的企业做类比，客户的内心更容易接受。
在给客户报价时，加入一些参照可以帮助客户更加安心，以下是一些用英文进行客户报价时加入参照的常见话术：
行业标准：
Our pricing is in line with the industry standards for similar products/services, ensuring that you receive fair and competitive pricing.
The price we have quoted is consistent with the prevailing market rates for products/services of this caliber, providing you with a reliable benchmark for comparison.
市场调研：
We have conducted extensive market research to ensure our pricing remains competitive and offers excellent value for the quality and features of our products/services.
Our pricing is based on thorough market analysis, taking into account factors such as product quality, functionality, and pricing trends, which have enabled us to provide you with a competitive and reasonable quotation.
成功案例：
We have successfully supplied similar products/services to clients in your industry, and they have found our pricing to be fair and in line with their expectations.
Several satisfied clients in your industry have chosen our products/services based on the value we provide at a competitive price, which demonstrates the trust and confidence they have in our pricing model.
市场反馈：
We have received positive feedback from other customers who have compared our pricing with our competitors and have recognized the superior value we offer.
Customer testimonials and feedback have consistently highlighted the affordability and quality of our products/services, giving you the assurance that our pricing is both reasonable and competitive.
内部成本控制：
We have implemented stringent cost control measures and operational efficiencies, allowing us to offer you competitive pricing without compromising on product quality.
Through rigorous cost management practices, we have optimized our internal processes, which directly translates into cost savings for our customers, ensuring that you receive the best possible price without sacrificing quality.
请根据具体情况和客户关系，选择适合的话术，以加入参照并增加客户的信心，确保他们感到放心并认可报价的合理性。
05 逻辑
报价的目的是让对方接受。价格基于之前了解到的需求、出具的方案及带来的价值预期，利于后面的商务谈判。所以，报价和之前的方案一样要讲求逻辑的严密。哪一部分多少钱、为什么这么多钱，为什么这儿多那儿少，为什么是这样的结构和比例，都要有严密的逻辑支撑，这种逻辑可能源于项目任务本身特点，也可能源于难度或复杂度，或者源于某种方法论，总之必须要有逻辑。这就像法庭上的证据，一旦证据出现丝毫破纠被对方抓住，整个辩护会变得非常困难。
在给客户报价时，提供有逻辑支撑的解释可以增加报价的可信度和透明度，以下是一些用英文进行报价的常见话术，以展示严密的逻辑支撑：
报价细分：
The total price of $X is broken down into different components based on the cost of materials, manufacturing, labor, and overhead expenses. This breakdown ensures transparency and helps you understand the pricing structure.
Our quotation consists of several elements, including the base price for the product/service at $X, and additional costs such as customization fees, shipping charges, and taxes. This breakdown allows for a clear understanding of how the total price is determined.
成本解释：
The price reflects the cost of high-quality materials and components that go into our products/services. We source these materials from reputable suppliers to ensure durability and performance, which adds value to the overall offering.
The labor cost included in the pricing accounts for the skilled workforce involved in the manufacturing process. Our team's expertise and attention to detail contribute to the superior quality and reliability of the final product/service.
结构和比例：
The pricing structure is designed to provide a fair balance between affordability and quality. We have carefully allocated costs to each component based on their significance and contribution to the overall value proposition.
The proportion of each cost component in the total price is determined by factors such as material expenses, manufacturing complexity, customization requirements, and market demand. This ensures that you receive a competitive price while maintaining the desired quality and functionality.
附加价值：
The higher price in certain areas reflects the additional features or customization options that enhance the product/service's performance or align it precisely with your specific requirements.
In some cases, certain components may have lower costs due to economies of scale, bulk purchasing advantages, or operational efficiencies, allowing us to pass on those savings to you while maintaining the overall value proposition.
透明度和竞争力：
We are committed to providing transparent pricing that is based on actual costs and industry benchmarks. Our goal is to offer you a competitive price while ensuring that you receive a high-quality product/service that meets your expectations.
Our pricing strategy is formulated by considering both internal costs and external market factors. We strive to provide a balance between affordability and value, ensuring that our price remains competitive without compromising on quality.
以上英文话术可根据具体情况和报价结构进行调整，以确保向客户提供具有逻辑支撑的报价解释，增加报价的可理解性和可接受性。
06 差异
没有人希望和别人完全一样，包括报价。首先给某一客户的报价，要和其他的企业有所区别，因为世界上没有一模一样的两家企业。何况客户公司内部组织、业务、流程、人都不一样。尤其是一些定制化的产品，每一个报价相对其他企业都要有所不同，并且合情合理地不同。
除了与其他客户的差异，还需要在一些项目里报两个价格。因为报一个价格客户会关注“为什么这么多钱？”，而报两个价格客户会把关注点放在差异上，“A和B这两个有什么不一样?”、“这两个报价的区别是什么?”、“为什么A比B高?”。客户一旦关注差异，内心就可能就已经接受了其中一个。
另外，客户在明知有低价格可选择的时候，往往会选择较高价格。不信，你想想你在买车（低配高配选择）、买装修材料、买手机（16G和64G内存）的，只要经济允许你会买那个“好一点儿”的，不是吗？
在外贸报价中，让客户感受到差异可以通过提供不同选项或报价方案来引起客户的关注和兴趣。以下是一些用英文进行报价的常见话术，以帮助客户注意到差异并产生兴趣：
提供多种选择：
In order to cater to different requirements and budgets, we have prepared two pricing options for your consideration: Option A priced at $X and Option B priced at $Y. This allows you to compare the features and benefits of each option and select the one that best suits your needs.
To provide you with flexibility and choice, we have developed two distinct pricing packages, Option A and Option B. These options have been designed to meet different preferences and budgetary considerations, allowing you to choose the one that aligns best with your requirements.
强调差异化特点：
Option A and Option B have unique differentiating factors that set them apart. Option A offers additional features and enhanced functionality, which justifies its higher price. Option B, on the other hand, provides a more streamlined solution for customers seeking a cost-effective option.
The difference between Option A and Option B lies in the level of customization and additional services included. Option A is tailored to meet specific needs and offers advanced capabilities, while Option B provides a standard solution at a more competitive price point.
解释差异：
The price difference between Option A and Option B is attributed to the additional resources, advanced technology, and higher level of service required to deliver the superior benefits of Option A. This ensures that you receive a comprehensive solution that meets your exact specifications.
The variance in pricing reflects the varying levels of complexity, customization, and value-added features associated with Option A and Option B. This difference in pricing allows us to provide you with a range of options tailored to your specific needs.
强调增值优势：
While both options deliver value, Option A provides additional benefits and a higher level of performance, making it an ideal choice for customers who prioritize premium quality and enhanced functionality.
The higher price of Option A is justified by the added value it brings, such as extended warranty, dedicated customer support, and advanced features that can significantly enhance your operational efficiency and overall satisfaction.
通过引起客户对差异的关注，您可以帮助他们更好地理解不同选择之间的区别，并从中选择最适合他们需求和预算的报价方案。请根据具体情况和客户关系，选择适合的话术，以引起客户的兴趣和关注。
07 理由
无论价格高与低，只要理由充分，客户就能接受，甚至会自己找理由说服自己。一定要记住：客户是因为“购买的理由”而不是你的产品或方案的本身做出决定的。客户接受某个价格需要理由，虽然这些理由可能源于他自己个人的动机、概念或标准，但必须要找到合理的表面理由来说服他人认同、说服自己接受。所以，无论报什么样的价格，都要有一些理由的支撑。
基于这些报价的原则，做为销售就可以制定一些相应的报价策略。一个好的报价策略不仅可以报出一个合理的有利润的价格，还会给后面的商务谈判奠定一个好的基础。
在外贸报价中，透露给客户不购买将是他们的损失可以通过以下英文话术来表达：
强调独特价值：
By choosing our products/services at this competitive price, you would be gaining access to a unique value proposition that can significantly enhance your operations and give you a competitive edge. Not taking advantage of this opportunity would mean missing out on the numerous benefits and advantages we offer.
Our pricing has been carefully calculated to provide you with the best possible value for your investment. Choosing not to proceed with this offer would mean foregoing the exceptional value, quality, and benefits that our products/services bring.
强调机会成本：
Considering the value we provide at this price point, not proceeding with the purchase would result in a missed opportunity and potential loss for your business. The cost of not taking advantage of our offer could outweigh the initial investment.
The opportunity cost of not proceeding with this purchase is worth considering. Our competitive pricing ensures that you receive an outstanding return on investment and choosing an alternative option may result in missing out on the long-term benefits and cost savings we can offer.
强调竞争优势：
Choosing our products/services at this attractive price gives you a distinct advantage over your competitors. By not seizing this opportunity, you may risk falling behind in the market and losing potential market share.
Our pricing has been designed to give you a competitive edge in the industry. Opting out of this offer could mean allowing your competitors to gain an advantage over you and potentially losing out on valuable market opportunities.
强调长期价值：
While the price may seem enticing now, it's important to recognize the long-term value and benefits that our products/services can bring to your business. Not taking advantage of this offer could result in missed cost savings, efficiency improvements, and overall business growth.
The price we are offering represents an exceptional opportunity to access our high-quality products/services, which can deliver long-term value and contribute to your business success. Not taking advantage of this offer may result in missed opportunities for growth and profitability.
以上英文话术可根据具体情况和客户关系进行调整，以强调不购买将带来的损失和错过的机会。请使用这些话术时要注意维持合适的语气和态度，以确保客户感受到您的关心和专业。
在外贸报价过程中，遵循七大原则是至关重要的，同时运用恰当的话术可以更好地与客户沟通，建立信任和共识。希望本文提供的七大原则和相关话术能够帮助您在外贸报价中取得更好的效果，并与客户建立稳固的合作关系。无论面对怎样的挑战，始终坚持这些原则，将为您的外贸业务带来长期成功和可持续发展。