我常常寫關(guān)于采購(gòu)套路和客戶心態(tài)的帖，這次碰上一個(gè)挺典型的案例，有點(diǎn)參考價(jià)值，所以我拿來寫這一篇。
同學(xué)仔發(fā)的開發(fā)信有回復(fù)了，一查之下還不是個(gè)普通客戶，而是行業(yè)上有點(diǎn)名氣的公司。我們帶上觀摩之心，一起去看看套路。以下是客戶R給同學(xué)仔C的回復(fù)：

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，之前的各種事情（開發(fā)信，網(wǎng)站，SNS，賣點(diǎn)什么的）做對(duì)了，就按CRM的流程來做。等到這樣的回覆時(shí)，其實(shí)是你各種努力和學(xué)習(xí)的成果，為自己鼓掌一下。

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

來了。此封郵件后，R先生給我的形象是一個(gè)剛?cè)胄械牟少?gòu)小弟。1.5M 的量給單一個(gè)供應(yīng)商？Are you Fxxking kidding me？此等低級(jí)套路，我猜還是挺多人看到會(huì)覺得興奮的。例如投稿的這位同學(xué)仔。。。

我們才剛剛認(rèn)識(shí)，你就扯那么大，能不能踏實(shí)一點(diǎn)呀年輕人？

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，男人都是戲精。你這么一說，我怎也得看起來像很興奮的樣子吧？不然戲是演不下去了。

Hi C:
Please note, this is the projection of our annual needs. Not at once buy.
你們都應(yīng)該習(xí)慣這事。來壓價(jià)的是一個(gè)量，下單又是另一個(gè)量。怎么整？當(dāng)然有辦法。
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，又要有庫(kù)存你隨叫隨到，你大爺最好真有這個(gè)量。
Please let me know the best pricing as well as typical stock levels in (red, white, pink).
Thanks,
R

以上這位客官所做的事情，我們行內(nèi)叫做expectation management。聽說，我的詠春師公梁相先生對(duì)所有拜入他門下學(xué)武的人都會(huì)說：學(xué)詠春好辛苦你受不了就別來。這是一種expectation management。大部分的人，最有意愿去學(xué)習(xí)的時(shí)候，是在剛剛開始時(shí)。這時(shí)候先來一盤冷水，一般人都不會(huì)退縮的。將來也可以說：早就跟你說過了，是你自己決定要做的。


買賣關(guān)系一樣。

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。我基本上是對(duì)這個(gè)庫(kù)存的要求say no了。但我不是直接no，而是笑著說我們可以的，要是你也能配合。事實(shí)上，只要客戶有forecast，并且是負(fù)責(zé)任的forecast，我們真的不怕幫你做庫(kù)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。雖然我常說，是他在買而不是你在賣，但業(yè)務(wù)猿你常常要找出可以push的機(jī)會(huì)，不要錯(cuò)過。
We provide our customers with free samples with delivery at your cost.
“參與成本”，叔說過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.
這也是個(gè)萬能的套路。
客：you are too expensive!
業(yè)務(wù)員：你買多便宜多。
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.
記得，Call for action。這些原理，無時(shí)無刻都要在心中。

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不要設(shè)在意義不大的詢盤量。我的建議是“paid sample”。有付出也愿意來看樣的客戶才是真的客戶。

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最初認(rèn)識(shí)時(shí)的那幾個(gè)回合交手，大概都是如此。客戶you are too expensive了幾次，同學(xué)仔也沒怎樣真實(shí)的降價(jià)，只是用以上這種文字手段來應(yīng)付。連樣板都未看就殺價(jià)的，基本上都是扯淡。




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