國內(nèi)外貿(mào)企業(yè)目前在國際舞臺上的發(fā)展良好，不論是廣交會，國際產(chǎn)銷會等大型展會，還是網(wǎng)上訂單數(shù)量都很多，不過也正是因?yàn)榇朔N原因，近年來國內(nèi)外貿(mào)企業(yè)數(shù)量急劇增加，讓行業(yè)競爭難度增加，因此外貿(mào)企業(yè)想要在行業(yè)發(fā)展中立于不敗之地，就必須要關(guān)注到留住客戶，部分外貿(mào)企業(yè)在和用戶接洽之后達(dá)成初步協(xié)議，而在合同簽署時少數(shù)客戶卻會提出不預(yù)付訂金問題，客戶不付定金怎么辦呢，這是一些外貿(mào)企業(yè)較為關(guān)心的話題。
應(yīng)對客戶不付訂金問題，有諸多解決方式，而通過信函方式溝通，是外貿(mào)企業(yè)最常用的一種手段，為何不采用電話溝通呢，之所以不采用這種溝通方式是因?yàn)樾藕瘻贤ǚ绞侥軌蜃屚赓Q(mào)企業(yè)提前進(jìn)行語言組織，并且有足夠時間修訂，因此說服力更強(qiáng)。
例如：
Mr. Adrian
Your company has paid attention to our kitchen products in the exhibition before and talked about the preferential issues. Now we will describe the quotation and preferential measures of your products ordered before:
Stainless steel kitchen shelf is $12 for two floors, stainless steel kitchen shelf is $15 for three floors, stainless steel kitchen shelf is $17 for four floors, stainless steel cutting tools are $28 for each piece, perforated wall shelf is $8, plastic condiment box is $1.2, stainless steel condiment box is $6.2, microwave oven shelf is $17, plastic kitchen is $8 for each artifact. The stainless steel kitchen receives 12 dollars for artifacts, 9.5 dollars for drainage racks and 8 dollars for European condiment cans. Your order amount exceeds 500,000 yuan, giving 3% discount to the total price of the product and 6% discount to the total purchase price of more than 1 million yuan.
In your letter, I learned that your company is in the problem of working capital. I hope you will not pay a deposit in the course of this transaction. I am deeply impressed by your company's current situation. However, because our company is expanding the European market, product sales are increasing day by day, liquidity is invested in the production of products, so production will be questioned in the absence of a deposit. Therefore, if you can't pay the deposit, it's very difficult for us to enter into a business partnership with your company. This batch of products will be sold to European agents. Because of the hot sales, if you want to buy our products, you need to wait for December 25, and hope that there will still be opportunities to cooperate with your company.
艾德里安先生
貴公司此前在展銷會上關(guān)注到我公司所生產(chǎn)的廚房用品，并談到優(yōu)惠問題，現(xiàn)將貴公司此前所訂購的產(chǎn)品報價以及優(yōu)惠舉措做一敘述：
不銹鋼廚房置物架2層每件12美元，不銹鋼廚房置物架3層每件15美元，不銹鋼廚房置物架4層每件17美元，不銹鋼切削刀具每件28美元，打孔式壁掛置物架每件8美元，塑料調(diào)料盒每個1.2美元，不銹鋼調(diào)料盒每個6.2美元，微波爐置物架每個17美元，塑料廚房收納神器每個8美元，不銹鋼廚房收納神器每個12美元，廚具瀝水置物架每個9.5美元，歐式調(diào)調(diào)料罐架每個8美元。貴公司訂貨額度超過五十萬元，給于產(chǎn)品總價3%優(yōu)惠，購物總價超過一百萬元給于6%優(yōu)惠。
在貴公司來函中了解到，貴公司處于周轉(zhuǎn)資金問題，希望在此次交易過程中免交訂金，對于貴公司目前狀況我公司深有感觸，不過，由于我公司目前正在拓展歐洲市場，產(chǎn)品銷售額度與日俱曾，流動資金都投入到產(chǎn)品生產(chǎn)中，因此未收取訂金狀態(tài)下，生產(chǎn)將出現(xiàn)問題，因此如貴公司無法支付訂金，本公司很難和貴公司達(dá)成商貿(mào)伙伴關(guān)系，本批次產(chǎn)品將銷售給歐洲代理商，由于產(chǎn)品熱銷，貴公司如若希望購買本公司產(chǎn)品，需等待12月25日之后，希望此后依然有和貴公司合作機(jī)會。
首先該企業(yè)談到了“Your order amount exceeds 500,000 yuan, giving 3% discount to the total price of the product and 6% discount to the total purchase price of more than 1 million yuan.”給出實(shí)質(zhì)性優(yōu)惠，讓對方企業(yè)在此次交易過程中有機(jī)會獲得更多收益。
此后該外貿(mào)企業(yè)提到了“In your letter, I learned that your company is in the problem of working capital. I hope you will not pay a deposit in the course of this transaction. I am deeply impressed by your company's current situation. However, because our company is expanding the European market, product sales are increasing day by day, liquidity is invested in the production of products, so production will be questioned in the absence of a deposit. Title”，明確闡明公司所生產(chǎn)的廚具產(chǎn)品并不愁銷路，應(yīng)對歐洲市場產(chǎn)品供不應(yīng)求，這樣的溝通方式無疑很聰明，明確告訴客戶企業(yè)如果不支付訂金就無法展開合作。最后該外貿(mào)公司在信函中重點(diǎn)強(qiáng)調(diào)“As the products are selling well, if you want to buy our products, you need to wait for December 25, and hope that there will still be opportunities to cooperate with your company.”告知對方如果錯過這次合作機(jī)會，此后該公司想要購買產(chǎn)品需要等待數(shù)天之后。
如上案例信函中既給出了優(yōu)惠，又給出了警示，該信函完美解決了客戶不付定金怎么辦這一問題，外貿(mào)往來中商貿(mào)企業(yè)不能一味規(guī)避，例如訂金就是不可規(guī)避的問題，在遇到這樣的問題時外貿(mào)企業(yè)就一定要強(qiáng)勢，這是保證外貿(mào)企業(yè)的基礎(chǔ)所在。
