我接触过一家美国的客户，这个客人算是美国比较大的采购商。当时他们对我们的一款牛皮面橡胶底的防水登山鞋很感兴趣。从讨价还价开始，我就感觉到客人是个中高手。开始客人要按最小订货量3000双报FOB香港价格(100%L/C AT SIGHT )，我报了$15.5P/P(PER PAIR)。

客人回了封很简单的邮件：

You really gave me a jump. Your quotation of pro-mountain bootie was 15% higher than other vendors’. I have to put it pending.

(你把我吓了一跳，你的登山鞋报价比其它的贸易商高出15%，我只好先搁置一边了。)

看了客人这封邮件后，我想：你也把我吓一跳呢，这款登山鞋工厂给我的报价是13.5USD。我们的底价是15USD。也就是我们贸易商只有10%左右的毛利(因为里面含贸易公司的管理费约2-3%)。但报价时绝对不能只报15USD。不然客人杀价下来，你连10%毛利都得赔进去，除非你不想接单。也就是如果你是贸易公司，你想赚10%的毛利，那么你报价给客人时应该多报出几个点，这是准备跟客人讲价用的。

而且从客人的邮件中找到了破绽，如果其它的贸易商比我低这么多，你找其他人买就好了，何必PENDING。所以当时我采取的策略就是，以不变应万变;客人投石问路的意思是想逼我马上亮出底价，嘿嘿，哪那么容易。你PENDING我也PENDING，看看谁先沉不住气。我没有给客人回邮件。

(注：在国际贸易中，客人通知某个张订单因单价，数量或交货期需要重新考虑，或打样不通过，订单进度要PENDING;你可以不用回复，等待进一步消息，这样做不算失礼。)

过了三天，客人沉不住气了，放出了一块特大的诱饵想让我上钩：

We have 20,000PRS Urgent order for Pro-mountain bootie, the latest time of delivery should be the first half of Aug. Please promptly send 2 colors lab-dips for our approval. Our target price is 14.75USD/PR; hope it is a good premise to the success of our first cooperation. Following is the order details:

—————-

Please oblige me with a reply as quick as possible.

(译文) 我们有两万双登山鞋的紧急订单，最迟的交货期是八月份的上半月。请马上寄来两个颜色的鞋面料色卡给我们确认。我们的目标价是14.75USD/双。希望这个价格是我们首次合作成功的前提。下面是订单明细：。。。。。。。。。。。请尽快赐复为盼!

我想，一般的贸易公司接到这样的信件，肯定是采用借刀杀人的方式，顺手接过客人的软刀子往工厂那猛砍。呵呵!也就是我的底价是15USD，工厂的报价是13.5USD，那么要工厂降个0.25USD也不是不可能的事情。但是这样做只是便宜了客人，对贸易公司及工厂都没有好处，因为你一味的压底工厂的价格，工厂有可能被迫偷工减料，品质也可能会出问题。那么你跟客人的生意也做不长久。工厂以后也不敢再跟你配合。因为我知道所有原材料的价格及工厂的大致加工管理成本，工厂报的价格还是比较合理的。另外一点，我对客人说的20,000PRS的数量也持怀疑态度，因为单价都还没确定。所以我回了封信给客人，把价格咬得很紧：

Thank you for calling off the pending state of the order(^_^). I sent 2 colors lab-dips via FedEx this morning. The Tracking No is ******. Please note, thanks!

As for the unit price, I took a long and arduous negotiation with factory after received your mail. Factory and I ended up by meeting each other half-way to reduce the unit price to $15.30P/P. We sure hope you would see our pure wishing which was to set up the mutually profitable cooperation with you. Following is the quotation details for your review:

—————-

Await your prompt reply.

(译文)：谢谢你解除此订单的搁置状态(呵呵)。今天上午我通过联邦快递寄出了两个颜色的皮料色卡，快递号是******，请知悉，谢谢! 至于单价方面，收到你的邮件后，我跟工厂进行了长时间及艰苦的谈判。我们最终决定各自做出一些让步并把单价降到每双$15.30。真诚希望你能看到我们想跟你建立互利合作的心愿。下列是我们报价的明细供你参考：————–，请尽快回复为盼!

说我跟工厂进行了谈判其实是跟客人虚晃一**，并没有那回事，工厂是不可能知道我实际接单的价格的。我在信中的列出了我报价的依据。里面详细列出了每一个项目的单价如原材料购买的价格，加工费，各杂项的开支等等，还包括工厂及贸易公司的预期毛利。我的报价策略是虚虚实实，虚中有实，实中有虚。比如材料的价格方面，客人有可能问得到，所以我报得比较实，但也高出1-2个点左右。而人工及管理费，税金等就比较虚，但也不能太离谱。总之不管客人问到哪一项，我都有心理准备跟客人解释清楚。

我以为都说到这份上了客人再怎么样也该接受了，没想到此客人以退为进又出怪招.

Dear D,

we are sending our first order:

1 model 1 A

price: USD 7,7 – we need this price to be competitive and turn the goods all the time

quantity: 750 pcs.

2.model 2 B

price: USD 8,75 – we need this price to be competitive and turn the goods all the time

quantity: cca 700 pcs. – to compete the container

We agree with price USD 4.300,- parity DDU Praque

Address: KunraticeCzech Republic

Container: 40″ HQ

We want your boxes, we like your packing! We just want to change the logo on box. Please, don′t change the price because of it. It also big plus for the beginning of our cooperation.

Our logo is Igollw

Also, please send to us service instructions, we must translate them.

Payment: 30% immediately

70% when the goods arrive to Praque

Please, confirm all conditions.

Best regards,

Z

这封就是在价格和支付方式上面的主要矛盾。最难搞的地方，他好像对之前的说明视而不见。

好了，开始冲刺阶段了。适当的邮件解答回复后，还是觉得电话更实用又感情和直观，于是下班之后多呆一段时间等他们九点左右打他电话,连续打了几天，后面打过去我一开口may i speak to Mr Z，总机的小姐就拖着长长的捷克音说出我的名字D..

Dear D,

it was nice to speak with you by the phone.

As we said:

we are in Praque, so you will have not extra costs,

cca 4037 USD is o.k.

we will organize the clearing and all costs about customs we will pay,

payment – you are afraid – you will not get the money when goods arrive to Praque. We also can be afraid – if we will pay in advance 30% you will not send the goods.

It si because we don′t know each other!

We suggest: we will pay 50% in advance and 50% when the goods will arrive to Praque on our stock. By this risk will be same for both sides

price – o.k. make a agreement (compromise) – for your price (1A – 7,9$ and 2B – 9$) produce boxes with our text and logo. As we said we like your boxes, we just want our logo and text in our lanquage.

As I told you by the phone it is our first order – container, soon we will order the second one and others…

We are waiting your answer.

Best regards,

Z

由此，又解决了价格的问题。现在唯一的分歧就是支付方式。进行重点细致详尽的公司信用说明和风险说明和重新申明，很多客户都不会记得那么多前面的内容，有些邮件无法显示来往信件，有些是客户特别是贸易商的话采购订单很多，不能一一记住。征对性地每一封邮件用心进行回复怎么样客户看到会觉得满意放心，不要管前面有没有讲过。是真实的信息就按照真实的说，不是真实的就自己编。

dear Z,

nice to hear from you and appreciate your promot communication with me.

The freight charge,we give out 4037USD, though it is always changing , also the exchange rate is changing,

For Example as it is 2780USD+950EUR last days ,and these days it changes to 2800USD+1100EUR, and it is increasing on the European Line.

Course we have dealt with you and we can do as we said the price 4037usd, Please note my factory will take the freight charge risk in . actually my company will pay 100-500usd freight charge for the order if it does not

We will contact the forwarder to transport the goods to Praque.

3.Still the payment question. You would like to pay 50% in advance rather than 30% ,and pay the balance after goods arrive.

I do think paying 50% in advance will be more dangerous than 30% for your side. do you think so?

I think you have also imported lots and will know paying the blance by seeing the Bill of Lading is safe ,Since we can only have the bill of lading after the goods in the ship and the ship have set up,the goods can only be got in the destination by you. Youself can also arrange the forwarder.

my factory has been the gold suppier rankig 3rd in Alibaba for 6 years,and 2 years in Global resources,and we do global trade for dozen years,pls chenck it.

We usually do as 30% in advance,and 70% paid before the shipment. While it is our first cooperation,we can do 30% in advance,and 70% paid by seeing the bill of lading for you.

4.About the price.we have dealt with the price (1A – 7,9$ and 2B – 9$), And we can make 0.6usd for you Just Plus 900USD for your HQ container.it is not so much.pls consider it.

Hope you will understand us we appreciate the communication and exchange the considerations.Any quetions and thinkings，just tell me.

thanks and beat regards

D

同时，仍然在他们的早上上班时间，我们的六点pm给他电话，交谈，打了几个电话了。开朗客气的一个老外，开始聊天气和他最近状况。没事国际电话费老板不要钱。功夫不负有心人。

Dear D,

1. to have not problem with transport′s costs we will try to ensure our transport from Praque, on this way we will get away from any changes with transport′s price,

2. payment – we will pay 30% in advance and 70% when we will see the bill of lading, when we will pay it you will send to us original documents by DHL, ** etc. to take up the goods,

we suppose our forwarder will be A. HARTRODT

He will contact you about stand up the container in your factory. The costs until puting the goods on a ship is yours. (arrange it directly with our farwarder).

3. price

1A – 7,9$ with our service instructions and our glued declaration on the box (your box)

2B – 9$ with our service instructions and our glued declaration on the box (your box)

4. delivery term – we note that you didn′t write in any e-mail how many days you need for producing. We are waiting your answer, so we can plan the container. For us is perfect time between 10 – 15 January.

5. boxes – send to us please your box so we can translate texts for the future,

6. pictures – we need pictures for both product in good resolution for catalogs, banners etc. (we wrote you about it),

7. we must have service instructions by our law, so please send it in English, or maybe you also have in Polish, we will send it back and you will print them and you will give them into the box. Print them on normal white paper black/white, format A4 or A5.

8. 1A model will be in green color in green box + reserve

9. 2B model will be in orange color in green box + reserve

10. also, we would like to know price for reserve mop. Please, send to us few mechanisms for both models, we will need them for settlement of a claim (15 + 15 mechanisms). We calculate we can have 2% of defect, we hope it will not be.

Best regards,

Z

从客户开始提出的做远期90天信用证和超低价格慢慢地让他回归到自己的价格轨道和付款方式上面。新客户的一个高柜拿下。至此告一段落。业务就是做生意。

动脑是很重要的一个东西。

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关键字：做纺织外贸,让客户接受自己的价格