报价指导

快速准确报价 Prompt & Accurate Quotation

不管是对待新客户还是老客户，报价的时效性都很重要。尤其是对刚接触的潜在客户，一旦报价速度慢了，机会就可能拱手让人。

但是在追求效率和速度的同事，也需要注意邮件的内容和报价的质量，要快而准，不能报价后发现算错了，再去跟客户道歉，去更新报价单，这只会让客户觉得你不可靠、不专业。

Dear Flora,

Thanks for mailing me back and nitifying us of your requested item with details.

Please check the offer sheet in detail with estimated price in attachment. The accurate price will be fixed after sampling. I will keep you posted on this.

Your immediate reply will be appreciated.

Regards,

Frank

Outline

1.  mail somebody back: 回复某人的邮件/信函

2. notify: 通告、通知

3. estimated price: 预估的价格

4. accurate price: 准确的价格

5. immediate reply: 快速的回复

More Expressions 

1. Kindly let me know if you meed any further assistance.

2. You can be certain that our price is really competitive.

3. Thank you for taking time to send me the inquiry.

4. How does L/C sound?

5. Your prompt reply will be greatly appreciated.

Q&A

在商务邮件里，estimated 可以做动词，也可以做名词，指“估价”“大致的价格”，跟 estimated price 的含义几乎是一致的。一般要求对方报价时，可以用 offer、price、quotation、quotes，也可以用 estimate 这个单词，来表示初次询价所需要的大致价格。

沟通的初始阶段，客户往往缺乏一些准确的信息，没有确认数量、包装、细节、付款方式等，这时候的报价往往不是 final price（最终价格），而是给对方参考的 estimated （估价）。如：

1. “We ask our supplier to estimate the freight change.”

2. “Please give me the eatimate of your air compressor”

还有，detailed estimate 不是详细准确的价格，而是基于报价单里的参数和细节的报价。由于报价单会给出一些详细的信息，包括描述、材质、包装等，但依然属于估价，因为这些细节并没有得到客户的最终确认，所以不属于 final price（最终价格）。

Detailed & Professional Quotation

对于老客户、重要客户，或者对报价有具体要求和针对性的客户，你需要及时给出准确报价。而报价的内容，要尽可能详尽，并突出自身的优势，把能给到的信息一次性给全，最大限度避免挤牙膏式的往来，节省双方时间，也在一开始就给客户树立一个专业的形象。

Dear Clair,

This is Frank from ABC Trading Inc. According to your inquiry of grease gun, i was wondering if you could accept our pricing USD 5.65/pc.

As per our conversation at HK Fair, the estimate USD 5.35/pc was based on the neutral poly bag packaging with a barcode sticker only, not the color box as you mentioned in the previous email（上一封邮件）.

Please check our offer sheet in detail as attached.

Also enclosed the instruction manual & die-cut of color box for your reference.

Your early reply will be highly appreciated.

Regards,

Frank

More Expressions

1. We could provide you with a better price if the quantity raises to 10,000 pieces.

2. Our subsidiary in the UK will handle the business with your company.

3. The biggest problem for retail price is namely about packaging.

4. Would you mind sending me some more photos about your inquiry item?

5. My customer would enable me to offer the price below 5 dollors.

Q&A

价格谈判陷入僵局是常有的事，业务员不必惊慌，也不必客户一说价格贵就立马降价，这反而更容易让客户无所适从。报价就应该有理有据，根据具体的描述、数量、包装等信息来核算价格，可以经得起推敲。如果客户嫌贵，是否可以考虑适当调整细节？比如说，修改包装、增加数量、改变某些配件和价格构成要素，来达到合理降价的目的。

当然，客户也有可能已经确认所有的细节，什么都不能改，但是唯一不接受的就是价格。这时业务员要有良好的心理素质，强调自身的优势，不一定是品质，也可以是稳定的出货时间、良好的服务、专业的业务团队、配合的上游供应商等，通过展现优势来取信于客户。既然你在价格上并不具备特别的优势，那就要尽量弱化这一块，想方设法引导对方去考虑自己的长处和优势，请客户综合考量。

Discussion on Pricing Bargin

砍价是每个业务员都会经常碰到的事，甚至每天都要面对新老客户的砍价要求。有的客户根据产品和数量砍价，有的客户根据市场定位砍价，有的客户根据以往的采购经验砍价，还有的客户先乱砍一通，然后再通过货比三家来砍出最低价......

面对客户的砍价需要业务员有丰富的经验和良好的心理素质，不会被客户牵着鼻子走，更不会自乱阵脚。针对不同的客户，应该有不同的手法和应对策略。

Dear Clair,

I'm sorry we cannot accept your target price USD5.35 with color box packaging.

As i mentioned in the previous email, it based on the poly bag only. I take it for granted the 30 cents surcharge is reasonable. We could give you 15 cents off as maximum. That means, USD5.50 is our floor price.

Please help to understand our situation and back us.

Thank you!

Kind regards,

Frank

Ourline

1. take it for granted: 坚定的认为......

2. surcharge: 额外费用

3. 15 cents off: 减少15美分

4. as maximun: 这里表示“这就是最大的让步”

5. floor price: 地板价，用来形容最低的价格、最好的价格

More Expressions

1. Please help to check with the buyer and give me reply soon.

2. Would you accept EUR3.50/pc as the final price?

3. We could offer you a special discount of 10% if the quantity reaches one 40 feet full container.

4. I have to re-check the price and see if we could meet your target.

5. We are desperate to get your price approval to proceed.

Q&A

报价出去没有收到客户回复，多久跟进合适？

笔者的个人意见是，不要跟得太紧。毕竟大家都很忙，客户有自己的工作要处理，未必能抽出时间，来解决你的问题或者查阅你的报价。所以一般报价过后，给对方充分的考虑和研究的时间，是有必要的。

我个人采用的原则是1-2-4原则。也就是针对没回复的客户，报价后一周跟进，再两周后跟进，再四周后跟进。千万不要给客户留下一个“催命”的不好印象。虽然在谈判过程中，互动是必要的，但是要掌握好“度”，以免适得其反。

Price Negotiation

初次报价之后，与客户来来回回就价格问题持续谈判，是很平常的。卖方希望维持一定的利润，买方希望拿到更好地价格，自然会出现多轮价格拉锯。这就需要谈判双方控制自己的情绪和节奏，用一定的技巧去磨合，去寻找一个能让双方妥协让步的折中点。

在这个过程中，邮件的往来务必要谨慎，不能轻易被别人试探出自己的底线。

Dear Clair,

To be candid with you, we have no margin to reduce the pricing again.

I understand the price is awful important to win the order, but the quality counts for much more. We couldn't debase our quality level to achieve your aim.

I'm sorry.

Having discussed with top management, we decide to proceed with below suggestions:

1. USD5.50/pc, with color box packaging, based on 10,000 pcs quantity.

2. USD5.20/pc, with neutral poly bag packaging, based on 10,000 pcs quantity.

3. 3% special discount will be provided when the quantity is up to 30,000 pcs.

Please help to consider and advise which option is better for you. We realized that you have to test your local market and retail price. And we're pleased to go ahead with a trail order in a small quantity to start our business. Maybe 5,000 to 8,000 pcs is workable for you to make a decision, with no price increase.

Kind regards,

Frank

Outline

1. margin: 利润。在商务英语中，大多用 margin 来替代 profit。

2. awful important: 非常重要，awful 在这里做副词，相当于 very。

3. debase quantity level: 降低品质。

4. aim: 目标。

5. top management: 最高管理层。

More Expressions

1. Price is important, but quantity counts for much more.

2. It is not workable for us to place such a big order for the first time.

3. We could place a trial order to test the market.

4. Consumers could only pay for USD9.99 per piece as maximum for this item.

5. 10% discount will be provided if you double the quantity.

Q&A

客户询价的时候不提供数量，如何报价？

可以分梯度报价。比如，订货量为MOQ（Minimum order quantity）的价格是多少；一个20 英尺柜的数量，价格是多少；40 英尺柜的数量，价格又是多少......先把几个重要的点设置好，通过梯度报价，来引导不同的客户。

如果报价的时候，并没有设置好数量和梯度，业务员只是简单粗暴地报价3美元，那如果客户说，他要买1000个，结果业务员用计算器一算，发现这单会亏损，于是立马把价格涨到4美元，那就会让客户非常不高兴。所以对于数量问题，如果客户没有特别的注明，业务员在初次报价的时候，就要根据自己的常规订单来设置数量区间，做好梯度报价来引导客户继续谈判。

Final Price Confirmation

多轮价格谈判后，一旦双方达成协议，就需要对价格进行最终确认。进一步完成后，才可以进展到下一步的订单操作或者产前样准备等。价格的确认是订单谈判的一个关键，必须得到客户的书面同意，拿到一个铁板钉钉的回复，这样才可以避免将来可能发生的纠纷。

Dear Clair,

Very glad to hear that you confirmed the price USD5.20/pc. You are no doubt aware of the neutral poly bag packaging. I'm writing today to send you the PI for running this trial order with 7,500 pcs.

Please help to check the file with unit price, packaging, carton measurement, delivery time, payment term, and so on. If no additional questions, please help to sign back this PI.

As soon as we got your final confirmation, we will do per-production samples for your evaluation.

Best regards,

Frank

Outline

1. You are no doubt aware of: 你无疑知道......

2. PI: 形式发票，Proforma Invoice 的缩写。

3. Payment term: 付款方式。

4. Carton measurement: 外箱资料。

5. Pre-production samples: 产前样，很多时候也会简写成 PP samples。

More Expressions

1. We will arrange the production as long as we receive your email with approval.

2. Deal! Please send me the updated offer sheet asap.

3. Your final estimate is 5% higher than your competitors.

4. I could consider doing business with your company if 1,000 pieces workable for the first order.

5. Good price! But we cannot accept your packaging suggestion. I will inform you of our idea later.

   价格不错！但是我们没法接受你们的包装方式。我晚些时候把我们的想法告诉你。

Q&A

客户确认价格后，我发现自己加个报错了，如何处理？

根据笔者的经验，通常有两种处理方法：

1. 如果订单已经确认，这时候才发现问题，应当及时告知客户，你方报错价格的实情，正确的价格应该是多少，并且对于己方的失误给客户道歉。

   同时，也需要跟客户商量，是否双方都可以承担一点损失，将订单继续执行下去。如果客户严词拒绝，那供应商就要自己消化这部分损失，诚信第一。

2. 如果订单还未确认，仅仅是对方认可了价格，但是并没有正式下订单过来，这时候简单跟客户说明情况，更新报价单给客户，并且对于己方的失误道歉，这也就可以了。尽管客户可能会因此不满而抱怨或者大发雷霆，但是订单只要没有确认，修改报价在生意场上是合理的。

   当然，如果订单本身金额并不大，或者损失处在一个可以接受的范围内，那在一开始告知客户价格报错的同时，提出这张订单继续执行这个价格，无疑能让客户感受到供应商的“诚意”和“诚信”，这是难能可贵的，也能赢得客户的好感和尊敬，将来能争取更多的订单与合作机会。（来源：毅冰）