询盘后客户没反应，我该怎么进一步推进？

今天，来分享一个真实的逼单案例，希望能帮到大家。

先简单介绍一下客户背景：

Rick，澳大利亚客户，订单数量很明确。但是，报完价之后，却迟迟不肯下单...

一、询盘及回复解析

Greetings,

We would like to purchase the following LED dots. Please provide price, delivery time and payment details

SJ-3812-24V    Quantity 9,800

I look forward to your reply.

Our delivery address is: XXXXXX

Kind Regards,

Rick


遇到这样的询盘，当然怎么详细怎么来。把你能想到的客户在意的“点”全部抛出来。

Hi Rich,

Thanks for your kind inquiry....

Please see attached specification & Invoice for your order.

>> Delivery Time: 7-10 working days

>> Payment Details: TT (bank transfer)

P.s: In order to show our  sincerity to cooperate with you, 50% deposit is available in our first transaction.

>> Shipping by air (airport: Perth), 3-5days for flying

Through your website,  I guess:

1- you will use these lights indoor, right?

indoor with non-waterproof connectors, outdoor with waterproof connectors, attached price is for indoor.

2- you have your own control system to work together, right?

If not, we'll provide you with a best solution.

Please kindly reply me with the blue words as soon as possible.

Thanks a lot!!!


Kind regards

Elisa

很快，收到客户的答复，如下：

Hi Elisa,

Thank you for your reply.

We are using them indoors and have a control system in place.

I’m having to review the cost as the Australian dollar has fallen against the US and this has put the price too high as the project has already been quoted.

Regards,

Rick

小伙伴们一定也有注意到，此邮件中客户透露了一些关键信息：

此单为工程订单且已报价给他的客户，但是因澳元兑美金的汇率一直在降，客户心里很是忧虑，有点举棋不定。

此时，业务员要做的是：帮客户缓解顾虑，促使他尽快做决定，客户需要业务员适时地“推”他一把。

人往往在犹豫不决、举棋不定的时候，是需要身边的人给自己提供助力加持的。一份肯定、一句鼓励的话，或者是一个看似并不太靠谱的中肯建议，都可以成为最后促使他下决定的“临门一脚”。事实上，在你提供帮助之时，他心里的天平就已经有所倾斜，此时，你只需要不露声色地“推”他一把即可。

二、逼单招数

招数1：30%预付款，70%尾款

Hi Rick,

Thanks for your quick reply.

I looked up the recent exchange rage of the Australian dollar and US dollar,  it's really a problem.

Is it possible for you to pay 30% deposit first, so that we can make production in advance?

The balance 70% after Australian dollar rised before delivery.

As you said you have quoted to your customer, I think the delivery time is another important element for you. right?

Now, It's not a very busy season for us, it will save more time on production.

Updated invoice as attached for your reference.

Please kindly let me know your final decision. Thanks!


Kind regards

Elisa

预付款付了，客户也就跑不了了。

帮客户解决问题的同时，也别忘记了自己需要成单的使命。

然而，结果还是失败了。

Hi Elisa,

It’s the overall price, and I don’t expect the exchange rate to move soon. I have to look at a cheaper price.

Regards,

Rick

这时候，隐约觉得，有可能Rick的客户已经把款给付了，而且是澳元。

那么一招不行，就再来一招。

招数2：换便宜点的产品，挽回客户因汇率造成的损失。

Hi Rick,

How about this one as attached? only 7LEDs instead of 12LEDs with same 38mm diameter.

This is the best similar one I think.

Also, 30% deposit before production and 70% balance before delivery,

this payment term just for our first transaction.

okay for you?


Kind regards

Elisa


似乎略有成效，客户准备增加订单数量。


Hi Elisa,

I'm looking to increase the order to 10,400 and definitely need a much better price than currently on offer.

Regards,

Rick


我按开始报价的那款产品，打了折，重新发了PI，然而客户还是不太满意。

Hi Elisa,

We are still looking to find a more economical solution and have found a new model on the web from your company.

It is the SJ-359-N24V  which according to the web page is priced from US$XX. If you can supply this model please give me a price for the 10,400 units and we can get production underway.

I look forward to your reply.


Many thanks,

Rick


客户在发这封邮件的同时，我也同时发了一封邮件，招数3上线。

招数3：查汇率，间接给客户心理上造成一种压迫感，使他尽快做出决定。

Hi Rick,

This is Elisa again, hope not disturb you.

Below is the new exchange rate today between USD and AUD, it's still going down.

I think it's very important for you to make decision as soon as possible, or you will lose more.

I trust that's not you want.

If anything I can do for you, please kindly let me know. I will try my best.



Kind regards

Elisa

收到客户要求另一款产品的报价请求，我随即又回了一封邮件。

Hi Rick,

We sent email to each other at the same time, I think this should be called tacit understanding.

Here is the updated PI what you required, not SJ-359-N24V but SJ-356-N24V.

P.s: SJ-359-N24V (9LEDs)/ SJ-356-N24V (6LEDs)

The best discount for large order quantity & VIP customers in 6LEDs is US$**, that's really the best price.

Three styles (drill 19mm hole) for your optional (attahed pictures).

- milky white

- rain drop

- transparent

Could you tell me which style you prefer?

It is possible to make production within today once you confirm it.

Please Noted!!!


Kind regards

Elisa

客户终于不再纠结，决定下单。

Hi Elisa

I think we are nearly ready to go.

We will increase the quantity to 10,500 to allow for a small failure rate.

The IC must be equivalent to the WS2811 or faster

We will go with the Milky White style

Please change the invoice to the above and then I will do the bank transfer.

Regards,

Rick

细节确认之后，又加了一些配件，我更新了最终的PI。

Hi Rick,

ok, it's no problem together with connectors on your further orders.

PI as attached for your reference.

- It will be shipped together with your pixel order by air (airport: Perth )

- The total weight for these connectors is not so exact, if I charge you more, I will cut the extra cost in your next order, don't worry.

-The payment should be 100% for these connectors.

I will arrange to make production immediately, please send me bank slip when you finish the payment.

Thanks a lot!!!

Kind regards

Elisa


订单确认，如愿收到付款水单。

Hi Elisa,

Payment complete with receipt attached.

I look forward to shipment being ready.

Regards,

Rick


整个成单过程，其实并不复杂。

我用的这些小心思，相信多数外贸人也都用过，甚至可能比我的更高明。

但是无论什么样的逼单技巧，只要不引起客户的反感和不适，只要能最终达到成交的目的，都是好的。

不管白猫黑猫，抓住老鼠就是好猫。用在跟进客户上就应该是：

不管好方法笨方法，成交客户就是好方法。

三、发完PI之后，应该如何跟进？

刚做外贸的时候，我有一段时期很迷茫，也曾向有外贸经验的大神询求过帮助，其中我问得最多的就是：

“发了PI之后，客户不理我怎么办？”

我想，肯定不止我一个人有过这样的困惑，多数外贸新人都会有这样的迷茫时刻。

今天，我想分享一些自己亲测过的跟进方法，绝不信口胡诌，全是实战的经验总结呢，虽然不能对所有客户都有用，但是成功唤醒多数高冷不回复的客户还是可以的。

1、如果你发了PI之后，客户没有提出什么异议的情况下，过了一两天仍然没有下文的。

此时不用想别的话术去了解客户的心理，用最简单粗暴的方式，问一下客户：

"Any further updates about this order please? Could I arrange it in advance now?"

这里的"arrange it in advance"，可以只是随口说说，不用你真的就提前安排生产，目的是让客户说出订单的真实状态。

2、发了PI过了N天后，仍然没有收到客户的具体反馈。

不妨邮件通知客户：

“Good news here. This product you mentioned is on production now, the delivery time can be faster than normal. If you have made the final decision, please let me know soon for faster delivery.”

客户也都不傻，当你说出这句话的时候，人家自然就会明白你的意思。一般意向明确的客户，一定会有所回应。

无论怎样，都要比干巴巴的 "when you will place the order?" 要略显聪明一些吧！

3、根据客户的订单情况，在他迟迟不付款的时候，推荐类似的产品。

这款产品要在或质量、或价格、或交期上，相比询价的那款产品具有一定的优势。推荐的时候，务必重点突出甚至适当夸大这种优势。

这样做可以间接了解客户的真实需求，且为接下来的再次跟进埋下伏笔，寻找到更多可以沟通的切入点，不至于跟着跟着就无话可说。

4、针对询价的那款产品，可以适当给客户提供一些其他客户反馈的市场和产品信息，帮助客户了解更多相关知识。

这个简单来说就是：

当其他客户买了这款产品 ，给出了一些反馈意见，或无意间透露出了一点市场信息，这些都可以拿来去引导有意向的客户，促使他们尽快做出购买决定。

例子1：

我们的产品点光源，有一些客户反馈防水端子的防水效果不是很好，后来经过改良，升级后的端子防水效果很明显。此时，对于曾经有同样困惑但是很久没下单的客户，以及一些询过价但还没购买的潜在客户，就可以以此为借口进行二次推销。

例子2：

有连续好几个美国客户几乎同一时期对其中一款产品进行询价，那么这款产品就可以用来推向其他曾经询价过类似产品但一直没有成交的潜在美国客户。

业务员可以告诉客户，此款产品目前市场很畅销，为了帮助客户抢占市场先机，公司近期会有一定的折扣，并会选出一些潜力股优质客户免费试样，不知道他有没有兴趣？

另外，还有一些别的方式，比如：新产品免费试用、限时促销、运费上涨或下降通知.....等等。

总之，逼单方式多种多样，要根据当下客户的实际情况，做到具体问题具体分析。要让客户多说，多了解他的喜好，与客户的沟通中，业务员要有敏锐的判断力，能迅速找出客户最可能感兴趣的点，才能在跟进中“拳拳到肉，正中要害。”（来源：外贸那点事）