我接觸過一家美國的客戶，這個客人算是美國比較大的采購商。當時他們對我們的一款牛皮麵橡膠底的防水登山鞋很感興趣。從討價還價開始，我就感覺到客人是個中高手。開始客人要按最小訂貨量3000雙報FOB香港價格(100%L/C AT SIGHT )，我報了$15.5P/P(PER PAIR)。

客人回了封很簡單的郵件：

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

(你把我嚇了一跳，你的登山鞋報價比其它的貿易商高出15%，我隻好先擱置一邊了。)

看了客人這封郵件後，我想：你也把我嚇一跳呢，這款登山鞋工廠給我的報價是13.5USD。我們的底價是15USD。也就是我們貿易商隻有10%左右的毛利(因為裏麵含貿易公司的管理費約2-3%)。但報價時絕對不能隻報15USD。不然客人殺價下來，你連10%毛利都得賠進去，除非你不想接單。也就是如果你是貿易公司，你想賺10%的毛利，那麼你報價給客人時應該多報出幾個點，這是準備跟客人講價用的。

而且從客人的郵件中找到了破綻，如果其它的貿易商比我低這麼多，你找其他人買就好了，何必PENDING。所以當時我采取的策略就是，以不變應萬變;客人投石問路的意思是想逼我馬上亮出底價，嘿嘿，哪那麼容易。你PENDING我也PENDING，看看誰先沉不住氣。我沒有給客人回郵件。

(注：在國際貿易中，客人通知某個張訂單因單價，數量或交貨期需要重新考慮，或打樣不通過，訂單進度要PENDING;你可以不用回複，等待進一步消息，這樣做不算失禮。)

過了三天，客人沉不住氣了，放出了一塊特大的誘餌想讓我上鉤：

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.

(譯文) 我們有兩萬雙登山鞋的緊急訂單，最遲的交貨期是八月份的上半月。請馬上寄來兩個顏色的鞋麵料色卡給我們確認。我們的目標價是14.75USD/雙。希望這個價格是我們首次合作成功的前提。下麵是訂單明細：。。。。。。。。。。。請盡快賜複為盼!

我想，一般的貿易公司接到這樣的信件，肯定是采用借刀殺人的方式，順手接過客人的軟刀子往工廠那猛砍。嗬嗬!也就是我的底價是15USD，工廠的報價是13.5USD，那麼要工廠降個0.25USD也不是不可能的事情。但是這樣做隻是便宜了客人，對貿易公司及工廠都沒有好處，因為你一味的壓底工廠的價格，工廠有可能被迫偷工減料，品質也可能會出問題。那麼你跟客人的生意也做不長久。工廠以後也不敢再跟你配合。因為我知道所有原材料的價格及工廠的大致加工管理成本，工廠報的價格還是比較合理的。另外一點，我對客人說的20,000PRS的數量也持懷疑態度，因為單價都還沒確定。所以我回了封信給客人，把價格咬得很緊：

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.

(譯文)：謝謝你解除此訂單的擱置狀態(嗬嗬)。今天上午我通過聯邦快遞寄出了兩個顏色的皮料色卡，快遞號是******，請知悉，謝謝! 至於單價方麵，收到你的郵件後，我跟工廠進行了長時間及艱苦的談判。我們最終決定各自做出一些讓步並把單價降到每雙$15.30。真誠希望你能看到我們想跟你建立互利合作的心願。下列是我們報價的明細供你參考：————–，請盡快回複為盼!

說我跟工廠進行了談判其實是跟客人虛晃一**，並沒有那回事，工廠是不可能知道我實際接單的價格的。我在信中的列出了我報價的依據。裏麵詳細列出了每一個項目的單價如原材料購買的價格，加工費，各雜項的開支等等，還包括工廠及貿易公司的預期毛利。我的報價策略是虛虛實實，虛中有實，實中有虛。比如材料的價格方麵，客人有可能問得到，所以我報得比較實，但也高出1-2個點左右。而人工及管理費，稅金等就比較虛，但也不能太離譜。總之不管客人問到哪一項，我都有心理準備跟客人解釋清楚。

我以為都說到這份上了客人再怎麼樣也該接受了，沒想到此客人以退為進又出怪招.

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

這封就是在價格和支付方式上麵的主要矛盾。最難搞的地方，他好像對之前的說明視而不見。

好了，開始衝刺階段了。適當的郵件解答回複後，還是覺得電話更實用又感情和直觀，於是下班之後多呆一段時間等他們九點左右打他電話,連續打了幾天，後麵打過去我一開口may i speak to Mr Z，總機的小姐就拖著長長的捷克音說出我的名字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，又解決了價格的問題。現在唯一的分歧就是支付方式。進行重點細致詳盡的公司信用說明和風險說明和重新申明，很多客戶都不會記得那麼多前麵的內容，有些郵件無法顯示來往信件，有些是客戶特別是貿易商的話采購訂單很多，不能一一記住。征對性地每一封郵件用心進行回複怎麼樣客戶看到會覺得滿意放心，不要管前麵有沒有講過。是真實的信息就按照真實的說，不是真實的就自己編。

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

同時，仍然在他們的早上上班時間，我們的六點pm給他電話，交談，打了幾個電話了。開朗客氣的一個老外，開始聊天氣和他最近狀況。沒事國際電話費老板不要錢。功夫不負有心人。

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

從客戶開始提出的做遠期90天信用證和超低價格慢慢地讓他回歸到自己的價格軌道和付款方式上麵。新客戶的一個高櫃拿下。至此告一段落。業務就是做生意。

動腦是很重要的一個東西。

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關鍵字：做紡織外貿,讓客戶接受自己的價格