作者:城市网 来源:城市网学院 更新日期：2013-3-12
价格商谈
价格在整个业务流程中式重中之重的一个部分。可以说价格直接决定订单的达成。作为关键的一个环节，在业务洽谈中出现的问题必然也很多。本小节将以实例的形式讨论如何应对和化解这些问题，根据不同的案例，进行详细的分析，通过每一封邮件的回复，引导大家出奇制胜。
1. New price request for repeat order
Dear Aaron,
The Evian and Wins people want laser lens and mother board, please prepare 200 units each spare part for solving the problems.
By the Wins order they will buy 2*40HQ, the same at last time and the target price have to be US$20.2. Please send the PI with this price and include the spare part into the container, also for the new EVIAN order
For the big order, today I talked to the manager and they said that in this period, he will make an order IF GIVEN A BETTER PRICE.
Best regards,
Dardo
Notes
不同时期，产品的某些关键材料等的价格会有所不同，所以销售价格也会有变化。一般情况下，价格的走势是往低走。原因在于工厂各方面的改进，比如采购成本，生产成本的降低。虽然有些材料的市场价格也会出现较大的波动，但在一定的时间段内，价格会保持相对的稳定。这需要公司内部的采购部门时时把关，也要根据不同产品在不同时期的市场情况把握定价，并与销售部门密切联系，实时更新价格，这样才会赢得先机。如果客户翻单的时间间隔在一个月以上，或者翻单时增加数量，咨询价格和讨价还价是比较常见的。更适当的价格对于双方的销售都是有利的。
文中，客户明确表示自己接受的价格是USD20.2。价格要求明显比报价低好多。这里的产品是DVD, 其价值本身不是很高，USD0.1的差别对于工厂本身来说，意义还是挺大的。但是USD0.1也不能代表一切，不能为了USD0.1而失去一个大客户，好客户。适时地作为一种馈赠给客户，让双方都有适当的利润，日后好合作。
Dear Dardo,
Please don't push us too hard. The price I offer you is quite #petitive. Let's go #promise to US$20.65 per set for both Wins and Evian orders. That's the best we can do. But you'd place these two orders together. I need these quantity added to convince financial department to accept such low price.
For spare parts, the best we can offer is 100 sets loader and MPEG Board to Wins and Evian order. It's already over 1% for free to make something up. If needing more, you have to buy. And we'd place this together with new orders.
Attached the P/I for your confirmation.
For Wal-Mart order, I need your confirmed and detailed information, then will offer the finalized price. But frankly, it's near costing, and difficult for us to make some recession.
Best regards,
Aaron
Notes
在价格洽谈的过程中，客户永远都希望可以得到更优惠的价格。就像我们去买东西一样，也希望可以买到物美价廉的东西，价格没有最低，只有更低。但是价格在一定的层面上，对于每一个客户来说都有一个可以接受的范围。生意场上，价格和条件也是对等的。价格的洽谈，要根据不同的时间，有步骤，有条件地谈。
文中，明确自己可以向对方提供的价格是USD20.65，但是，确定价格的同时，也需要满足一个条件，两个订单需要同时下达。有一定的数量，价格可以适当优惠，这也算符合常理，容易让双方接受。
Dear Aaron,
By the wins and Evian order please give me US$20.4. And really my friend, I am not pushing you, the Argentina's market is pushing me. I don't know where some people find such price but this is like it, please try you best and give me the P/I with this price.
I am waiting for the news for the big order but this is almost finished after the manager said me OK. We need to arrange the price, but for me it's necessary to get the answer OK from the manager because he was in China last month （in Canton Fair） and the manager need to cover it front the owner, do you understand?
By the spare parts, please convince your financial department that they want more prices, a little more, the rest I will convince them for buying.
I am waiting for your reply. Thank you for your big support.
Best regards,
Dardo
Notes
谈到价格时，双方都是动之以，晓之以理。由于面临市场的竞争压力，客户不得不压低供应商的价格。供应商为了在竞争中求得生存，不能不想方设法在保证质量的基础上降低生产成本。
文中，客户对于我方价格的下调表示接受，但是离他接受的范围还有距离，需要进一步的额还价。所以给出了USD20.4。很明显，价格有所提高，这表明价格都是有商量余地的。只是双方需要寻求更合适的平台去合作而已。
Dear Dardo,
For Evian and Wins order, please confirm my price. That's the best price I can offer you, even I should bargain with financial department to accept this order.
For Wal-Mart order is really tough, in order to meet your target, I have to lower some costing.
Cut Optical output/YUV output/VGA output. That means back panel output:
Audio: 5.1CH/Coaxial
Video: Composite/S-VIDEO
No spare parts
One user manual, 2.1 RCA cable, without battery
40K, US$19.5/set
It's only for one lot order, not #pared with others, and specially for you, never at such low price, please keep it secret. You'd win this order.
Best regards,
Aaron
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