《本叔的商业英语 52》采购小弟的套路

我常常写关于采购套路和客户心态的帖，这次碰上一个挺典型的案例，有点参考价值，所以我拿来写这一篇。
同学仔发的开发信有回复了，一查之下还不是个普通客户，而是行业上有点名气的公司。我们带上观摩之心，一起去看看套路。以下是客户R给同学仔C的回复：

Hi C,
Thank you for reaching out to us. We are interested in reviewing your products and seeing if there is an opportunity for us to work together. At the moment our primary interest is XXXX
Before requesting samples, can you please advise the following:
-Price per XXX (Based on various order volumes)
-Production capacity (Monthly)
-Production lead times (From order submission to ready to ship)
Can you please address the above questions and provide us a digital catalog? We will then review and request samples.
As we are heading into the holiday season, if we can get the ball moving quickly, there may be immediate opportunities.
Thanks,
R

一封正常普通的回覆。很好，之前的各种事情（开发信，网站，SNS，卖点什么的）做对了，就按CRM的流程来做。等到这样的回覆时，其实是你各种努力和学习的成果，为自己鼓掌一下。

Hi C
We are looking to consolidate our XXX needs to once a single supplier. However, the rates you have provided are too high for us to consider you for this option.
Our needs will exceed 1.5 million XXX this year, and we hope that given this volume, you would be able to provide more favorable pricing.
Please let me know if any improvements can be made before we proceed.
Thanks,
R

来了。此封邮件后，R先生给我的形象是一个刚入行的采购小弟。1.5M 的量给单一个供应商？Are you Fxxking kidding me？此等低级套路，我猜还是挺多人看到会觉得兴奋的。例如投稿的这位同学仔。。。

我们才刚刚认识，你就扯那么大，能不能踏实一点呀年轻人？

Hi R,
It is a big buy for this qty. We are interested in the course and will try to win this order.
I will check the best price we can do and get back to you tomorrow.
Thanks!
Best regards,
C

所以，男人都是戏精。你这么一说，我怎也得看起来像很兴奋的样子吧？不然戏是演不下去了。

Hi C:
Please note, this is the projection of our annual needs. Not at once buy.
你们都应该习惯这事。来压价的是一个量，下单又是另一个量。怎么整？当然有办法。
Additionally, can you advise how much stock you typically hold? We are constantly looking for suppliers who have the ability to turn around last-minute rush orders as we are constantly getting last minute very large orders from new customers as we grow. You may be a great partner for us for these needs in basic colors (red, white, pink) if the price can improve a bit, and if the order turnaround is under 2 weeks.
又要便宜，又要有库存你随叫随到，你大爷最好真有这个量。
Please let me know the best pricing as well as typical stock levels in (red, white, pink).
Thanks,
R

以上这位客官所做的事情，我们行内叫做expectation management。听说，我的咏春师公梁相先生对所有拜入他门下学武的人都会说：学咏春好辛苦你受不了就别来。这是一种expectation management。大部分的人，最有意愿去学习的时候，是在刚刚开始时。这时候先来一盘冷水，一般人都不会退缩的。将来也可以说：早就跟你说过了，是你自己决定要做的。


买卖关系一样。

Hi R,
Thanks for the communication regarding your concern about stock/lead time. Honestly, this is exactly the challenge of this industry, but I believe we could serve your demand well if we manage it correctly together.
We do hold stocks for the regular color (red, white, some kind of pink..) to serve our daily needs, but it is usually a challenge when it is ahead of the important season.
他在manage我，我也在manage他。我基本上是对这个库存的要求say no了。但我不是直接no，而是笑着说我们可以的，要是你也能配合。事实上，只要客户有forecast，并且是负责任的forecast，我们真的不怕帮你做库存的。
If we target to be in stock by Feb in New York, I suggest we should really speed up the progress. We have experience exporting XXX to North America and Europe for XXX products.
I am pretty confident we don’t have to worry too much about quality. You would agree when you see the sample from us.
我在制造urgency。虽然我常说，是他在买而不是你在卖，但业务猿你常常要找出可以push的机会，不要错过。
We provide our customers with free samples with delivery at your cost.
“参与成本”，叔说过N次了。
We can work out a price VS qty plan so that when the annual volume exceeds a certain range, we could offer a respective discount. For a volume of 1.5M, we could offer a reference cost as low as $XXX/box.
这也是个万能的套路。
客：you are too expensive!
业务员：你买多便宜多。
以上就是BE版的文字。
Together with a liable forecast plan, we can do even better in terms of supply stability and cost reduction.
I suggest we start a sample or even a small trial order of few hundreds of boxes, so if you are satisfied with our offer and quality, we could still possibly supply you in the peak season.
记得，Call for action。这些原理，无时无刻都要在心中。

Best regards,
C

Hi C

We are interested in receiving and reviewing a few XXX samples to review.

Can you please let me know the process to do this?

Thanks,
R

搞定。KPI不要设在意义不大的询盘量。我的建议是“paid sample”。有付出也愿意来看样的客户才是真的客户。

---

最初认识时的那几个回合交手，大概都是如此。客户you are too expensive了几次，同学仔也没怎样真实的降价，只是用以上这种文字手段来应付。连样板都未看就杀价的，基本上都是扯淡。




欢迎关注公众号：外贸英语本叔

买家角度，独特思维

发掘更多外贸干货