關于價格談判，有業(yè)務員說，看你講的原則也能理解，可具體操作的時候，又不知如何做了。今天正好有網(wǎng)友讓我?guī)兔聪锣]件，征得她的同意，我就試著用這個實際郵件案例，來近距離的展示一下，這些談判原則吧。希望對大家有所幫助。
為了方便大家的閱讀，我先給出修改前后，修改后的郵件，然后在做點評。如果不需要看郵件全文的，可以直接跳過去看點評。
這封郵件的大致背景，就是給客戶報了價格后，客戶覺得她的價格比別人家的高。要求降價。
修改前的郵件全文：
Dear Pina,
Glad to hear from you~
We really don't want to lose a good customer like you, so the price i quotated is lower than our general quotation.
and pls believe that the price is more competitive in our line of mirror.
What's more, the mirror frames you selected are very popular for good quality in Europe,like Ireland, England,Germany,Italy and so on. And we have received their repeat order.
What's more, the mirror frames you selected are very popular for good quality in Europe,like Ireland, England,Germany,Italy and so on. And we have received their repeat order.
If other suppliers supplied you the lower price than us, then according to my experience, i'm sure the quality cannot be same as ours, pls believe the quality of our product compeletly conform to the Quality Standard of Europe.
You know ,the price can be negotiable depend on order quantity, delivery time, package and payment, etc. Normally,The 40HQ' container can be put 5-7 styles of mirror frames, if the order quantity is enough, and you select 1-2 styles of mirror in one container, then i'll negotiate with my boss ,to give you some discounts. How do you think so?
Can i have your ideas or requests about our products? if you give me the order quantity of every style of mirror, i'll
quote the better price for you asap.
Look forward to your kind reply~
Much thanks and best regards,
XXXX
修改后的郵件全文：
Dear Pina,
Thanks a lot for email, and I fully understand your situation.
I really treasure you much as a very valuable customer. So I have applied hard from our boss for a most special
price for you. Meantime，please rest assure that our superior quality will make your customers very satisfied. We may give reference to you for our satisfied customers scattered all over Europe like Ireland, Englang, Germany, Italy…
Regarding your request for a better price, I fully understand that it will be very helpful for you to sell faster in your
market. We certainly will make our best to support you. I’ve just talked with our boss, he asked, whether you can order 1-2 styles and make one container? This will be very helpful for us to reduce the production costs on our side.
Certainly, we will respect your decision, as you are expert on your market, and our final goal together is to move more products to your consumers. J
Please give me the quantities & styles, so I will work out a best price for you fast.
Best regards,
XXXX
點評：
Dear Pina,
Glad to hear from you~
從本郵件基本可以判斷出來，客戶的上封郵件應該是說你的價格比別人高。所以這個開頭，就有點不夠明確?？梢钥紤]這樣寫：
Thanks a lot for email, and I fully
understand your situation.
我們養(yǎng)成一個習慣，就是對于再大的爭議，都首先要表示理解客戶的立場。理解不代表同意和支持，但他是一種風度。是專業(yè)精神的一種體現(xiàn)。以理解也更能換得理解。我們在談判的過程中，非常需要win-win的精神，而不是win-lose的對立感覺。我經(jīng)常強調，業(yè)務員在同客戶談判和交涉的時候，一定要有shoulder-by-shoulder的肩并肩的合作感覺，而不是tooth-to-tooth的針鋒相對的對抗感覺。一句理解，可以化掉客戶的對抗的感覺，能夠更容易聽得進你的話。
We really don't want to lose a good
customer like you, so the price i quotated is lower than our general quotation.
and pls believe that the price is more competitive in our line of mirror.
意思可以理解。給人的感覺有點負面。業(yè)務員措辭要選用積極的詞，把客戶朝積極的狀態(tài)去引導和暗示。比如lose, 就是一個負面的詞，有一種冰冷的恐懼的感覺。這句話的感覺，還是自我為中心的，因為你擔心失去我這個客戶，所以才報價比常規(guī)低。這種負面的詞，往往引起客戶的負面的情緒，我們業(yè)務員的戰(zhàn)場在哪里？是在客戶的大腦里。讓客戶保持愉悅的性情，處處朝好處想，做的決定，自然也對我們有利。這樣一種恐懼，也給客戶可乘之機，覺得可以操縱你的這種恐懼感。
這么改一下試試：
I really treasure you much as a very
valuable customer. So I have applied hard from our boss for a most special
price for you.
這樣寫的不同在于，第一展示了你的誠意，很尊重和重視他，同時，也給他了特別的對待。還包含了，你已經(jīng)很努力同老板申請?zhí)貏e的價格，所以客戶不要再預期還有很大的空間。另外，完全沒有對抗的感覺。感覺上也是積極的，溫暖的，努力的。
What's more, the mirror frames you selected
are very popular for good quality in Europe,like Ireland, England,Germany,
Italy and so on. And we have received their repeat order.
這句話想說你的質量好，在歐洲有很多客戶，給客戶打氣嗎？可以更直接點說。
Meantime，please rest assure
that our superior quality will make your customers very satisfied. We may give
reference to you for our satisfied customers scattered all over Europe like
Ireland, Englang, Germany, Italy…
當我們要打動客戶的時候，可以用一些非常positive的詞語，引起客戶強烈的情感。比如rest assure, superior, satisfied, reference, all over等，就讓句子的力道增加很多。
If other suppliers supplied you the lower
price than us, then according to my experience, i'm sure the quality cannot be
same as ours, pls believe the quality of our product compeletly conform to the
Quality Standard of Europe.
1） 不要守著客戶詆毀競爭對手 2）不要下武斷的結論。
別人價格低未必就是質量不好。這個需要有證據(jù)才能說。另外，這樣的詆毀對手，會容易讓客戶反感，他會逆反去想。
可以試試這樣寫：
I totally understand that you might have
other offers as well, which might be good ones. I do not want say anything bad
on a competitor; however, I want to prove to you, that we are a most reliable
one in terms of quality, capability, and service.
這個地方不知道你同競爭對手相比的優(yōu)勢在什么地方。遇到這種情況，我們的原則，是不要詆毀對手，而是要巧妙地突出自己的長處（往往是對手的短處），雖然沒有直接通競爭對手對比，但實際上客戶自己心里已經(jīng)對比了。
實際上，這段話最好不要。因為讓客戶想起競爭對手，就是不對的。會引導客戶去調查其他對手的價格，或者延緩同你的談判，好比較價格。造成夜長夢多，出現(xiàn)意外情況。
You know ,the price can be negotiable
depend on order quantity, delivery time, package and payment, etc. Normally,The
40HQ' container can be put 5-7 styles of mirror frames, if the order quantity
is enough, and you select 1-2 styles of mirror in one container, then i'll
negotiate with my boss ,to give you some discounts. How do you think so?
這個地方看似，是想做個讓步，同時爭取客戶的數(shù)量更集中。
Regarding your request for a better price,
I fully understand that it will be very helpful for you to sell faster in your
market. We certainly will make our best to support you. I’ve just talked with
our boss, he asked, whether you can order 1-2 styles and make one container?
This will be very helpful for us to reduce the production costs on our side.
Certainly, we will respect your decision, as you are expert on your market, and
our final goal together is to move more products to your consumers. J
展現(xiàn)一下，什么叫shoulder-by-shoulder的感覺。就是很替對方著想，點明共同的利益，該請求對方幫助的地方也提出來，非常的co-operative 和 considerate. 同時，我們要體諒，縮減到1-2款，工廠是可以把麻煩降低了，可對于客戶，是否能滿足市場的需求呢？這個是由市場決定的，不是由客戶決定的。供應商應該要給予理解和支持。
Can i have your ideas or requests about our
products? if you give me the order quantity of every style of mirror, i'll
quote the better price for you asap.
Look forward to your kind reply~
這句“Can i have your ideas or requests about our products?”在這個談判的場合有點na?ve. 客戶如果不認同你的產(chǎn)品，就不會同你談到這個程度了。本郵件的目的是說服客戶把款式集中到1-2個款式上，你好能給客戶一個最低價格。
最后結尾可以這樣寫：
Please give me the quantities & styles,
so I will work out a best price for you fast.
圍繞著上述的目的，接下來我們希望客戶如何做，就可以推動事情往前走了呢？不就是選1-2個款式，告訴你數(shù)量嗎？這樣一個祈使句，敦促客戶采取行動，馬上給你數(shù)量和款式。同時，你在態(tài)度上給客戶一個很配合的積極的信號。結尾用祈使句，讓客戶明確知道，下一步要如何做?？梢杂行У靥岣呋貜吐?/span>
