外贸业务员邮件案例分析

询盘来源国家：阿联酋 产品行业：化工钛白粉

买家询盘：

I Want to purchase 20 MT/month , 240 MT/Year of your product. Dear Sir/Madam I have been involved in

sourcing construction materials for 15 years and I have a client who has a requirement for Titanium Dioxide Rutile for use in the paint manufacturing industry. I require 20

metric tons as a first order and if ok then >240 MT annually of Rutile, (chlorine process) Titanium Dioxide -

Dupont 902 or Huntsman TR 94 grades. I have attached a spec sheet as a

guidline. SGS report required to ensure quality. Please provide me your best price FOB China and als CNF Dubai.

I am looking for a long term supplier and this is a live order. Kind regards XXX XXX

卖家回盘：

Dear Mr. XXX, Good day! Thank you for your inquiry of TiO2. This is XX from XXX. We're among the top 10 TiO2 producer in China since 1988, with ISO9001-2008, SGS, REACH. As your requests for paint, we recommend you our best-sellers rutile R1930 similar to R902 and also our R218 with good quality and competitive price. Below is our quotation: 1. CIF Dubai Xusd/mt for R1930, Xusd/mt for R218 2. FOBShanghai Xusd/mt for R1930, X for R218 3. Payment L/C at sight or T/T 4. Package 25kg paper bag or as per customer's request 5. Delivery within 10-15 days in Shanghai port 6. Loading 20MT/FCL 20' with pallets 7. Valid time 15days Attached is the TDS, would you mind to re-send me your specs? It seems my mail system do not receive the files. Look forward to your reply about our quotation. Best regards. XXX

回盘备注：第二天客户会给我他的指标。我看了一下，我们的R1930合适，于是给他推荐了，但是他回复说觉得这个价格不合适，他的目标价是XX包括SGS费用。于是我回

复： Dear XX, Many thanks for your trust in us and give me your target price. Months ago our price was $XX but now, I'm afraid $XX is too hard for us. As you're in the market for more than 15years, I'm sure you are familiar with Chinese market. Price has doubled than 2010, because price of raw materials [titanium ilminite & Strong Acid] increase sharply. Also the exchage rate decrease from 8 to 6.23. We have no choice but to increase the price. Would you like to try our R218? It can meet all your demands except the oil absorption, it is 20~21max, and you request 19. Since this is our first cooperation, we offer you $20 off at FOB Shanghai 2930usd/mt. Which type of SGS report do you need? The charges are different. If we send samples to SGS for test, we will bear the charge; but if you request SGS to c

ome to our warehouse and pick samples for test, it is $50/mt. Anyway, we look for long-term cooperation, if this time you're not satisfied, you won't give us the second opportunity, right? So I really hope you can understand the price, it is the lowest among the same quality. Look forward to your reply. We should be grateful for your trial order. Best regards. 

客户说我很快回复说有消息会告诉我，但半个月后，我还是没有回复，最近告诉他价格上涨没有回应。我不知道我是否写得不好。

客户困惑：我们在价格上确实没有优势，怎么办？

专家点评：

首先，在销售人员案例中，两个答复相对较好。我不知道你的产品价格在这个行业中处于什么样的位置，因为对于这个客户来说，价格是一个严格的指标，如果你在这个行业没有优势，就很难跟进。通常，这些买家是更专业的采购，即使价格上涨，他们也会找到一些赔钱的供应商。当拒绝客户时，给出具体的理由，并给出推荐的计划，这个想法很好。但这仍然有点被动，遵循客户的要求。通常我们说，当前的条件对自己不利时，你可以利用它，就像当价格遇到节点时，不妨考虑一下你的优势可以作为增加主动权的条件，如交货期、认证（突出他人没有）、出口经验、合作伙伴，甚至付款方式等，让买家的思维纬度不再局限于价格，可以尝试。

此外，在告诉客户价格上涨的原因时，也是在行业网站上找到一些材料价格变化的数据图作为论据的好方法。

最后，如果价格仍有一定的竞争力，不排除客户仍在筛选其他供应商或策略不回复，适当保持联系，他不当你是供应商，但你也认为他是潜在的买家，至少是一个有针对性的广告（也许他会考虑你与供应商不满意）。