【外贸业务】如何告诉客户产品涨价?9个技巧

【外贸业务】如何告诉客户产品涨价?9个技巧

每个企业都面对这种情况:你所在的行业发生了变化,你的产品所需的原材料或人工成本增加了,现在你必须告诉你的那些多年老客户你必须提高价格,你该怎么说?

你可能想推迟谈话,因为你非常担心客户会有什么反应:会不会让他们失望?难道真的要通过涨价来报答这些优质老客户吗?

跟客户沟通涨价这种事情从来都不容易的,毕竟谁愿意为一个非常依赖的产品花费更多呢?无论你如何传达这种变化,你都要做好准备收到一些负面的反应。

在这篇文章中,我们告诉你一些向客户宣布涨价的实用技巧,然后我们将提供一些外贸邮件模板和话术来帮助你。

01
向客户宣布涨价的9个技巧

1. 直接向客户宣布涨价

如果客户突然发现你的产品涨价了,这对客户是不公平的。如果发生涨价,请确保通过邮件告知你的全部客户知晓这一变化。

2. 提前让客户知道

你应该为客户提供充足的时间来接受涨价。因为他们可能需要重新评估预算或考虑其他选择,所以你应该让他们尽快了解情况。此外,你还应该提醒或鼓励他们在涨价生效之前,对产品进行一次或多次订购。

3. 有话直说,不要拐弯抹角

告诉对方你的电子邮件只是为了告知一件事:涨价。

最好的办法就是快速进入正题,告诉他们价格将上涨多少,之后的价格是多少,以及这一切何时生效。简短地呈现所有的关键点,不要把它变成一篇关于价格概念背后哲学的论文。

如果你在邮件开场白上浪费了太多时间,他们会想:”拜托,有什么坏消息?”,所以他们如果你直奔主题他们会觉得舒服一些。

4.解释提价背后的原因

顾客可能会感到困惑,为什么要涨价,所以你应该强调产品质量的重要性。

通常情况下,产品涨价是为了配合更高的运营成本、人工成本或原材料价格的上涨。为了保证同样的高质量水平,有时你不得不提高价格,提醒他们更高的价格意味着更好的质量。向顾客说明这一点,也表明你愿意透明化。

5. 不要道歉

你完全有权利偶尔把价格提高一次。保持你的信的事实性,没有必要让你的邮件听起来都是抱歉的感觉。

6. 使用被动语态

主动语态可以用来解释你将会做什么,例如 “I will prepare a quote for you and email it to you by the end of the day”;被动语态则有微妙的不同,它给人的印象是某件事情会例行公事,而不是你特别努力的结果,例如:”A quote will be prepared and emailed to you by the end of the day”。

主动语态意味着你要采取果断的行动,非常适合传递好消息。然而,被动语态可以更好地传递可能被认为是坏消息的消息,所以对于涨价来说,它的效果会更好。

因此,与其说 “we will be increasing our prices….”,不如说 “our prices will be increasing…”。

7. 通过价值说明理由

无论你做什么,还是会有一些客户会选择四处寻找更便宜的产品或服务。

但你可以提醒他们你提供的价值,对于长期客户来说,提醒他们你已经积累了多年的业务知识,可以快速地提供他们想要的东西,如果用一个更便宜的竞争对手来取代你,可能会对他们产生反作用。新的提供商可能需要几个月或几年的时间,才能对客户的业务有足够的了解,才能提供像你这样的服务质量。

8. 在向顾客宣布涨价之前确保整个公司都知道涨价的消息

如果没有让一线员工知道涨价,而不小心向顾客收取了产品的原价,那将会很尴尬。即使让所有员工都知道了这一情况,他们也应该在成本差异、理由和物流方面完全一致。这样一来,你的公司在这件事上就有了一致的声音。

9. 允许客户有更多的问题或疑虑并鼓励他们联系你

你要确保你的客户收到他们所需的所有信息。沟通不到位可能会导致他们流失到价格更低的竞争对手那里。向他们保证,他们可以随时向公司的任何一个人(包括高层管理人员)提出任何有关涨价的问题或疑虑。

02
告知客户涨价的邮件模板

Dear Purchasing Dept./Buyer,

Please be advised that there will be a price increase of 8% on all our products effective April 1st, 2021. This increase will affect all orders made on and after the increase date, with no exceptions.
请注意,自2021年4月1日起,我们所有产品的价格将上涨8%。这一增加将影响在增加日期及之后的所有订单,没有例外。

We are committed to continuing to offer quality products and services and are always trying to find ways to minimize the amount and frequency of these price increases. Unfortunately, this increase is based on high market demand and continued escalating cost increases for raw materials within our industry, which forces us to raise prices.
我们承诺继续为您提供优质的产品和服务,并一直试图找到方法,以减少这些价格上涨的数量和频率。但不幸的是,这一增长是基于市场高需求和不断上升的原材料成本,从而迫使我们提价。

We greatly appreciate your understanding and support!
我们非常感谢您的理解和支持!

Sincerely,

***************************************

Dear Valued Customer,

Accurate was on the receiving end of a 17% price increase from our supplier last year. We made the decision not to increase prices for 2020 and shifted our focus to best serve the needs of our customers during these unsteady times.
准确地说,去年我们的供应商已经给我们增加了17%的价格,但我们决定在2020年不提高价格,在这段不稳定的时期我们将重心转移到为客户提供最佳服务上。

We took a hard look at how we could continue so that you, our loyal consumers, would not bear the full brunt of these rising costs that have been imposed on us. The 2021 price increase of 5% for our price line, which will go into effect beginning April 15th, 2021, will allow us to minimally adjust costs caused by the continuing increase of raw materials, packaging, transportation, and labor.
我们仔细研究了我们如何才能继续下去,这样你们–我们忠实的客户,就不用承受强加在我们身上的成本上升的全部冲击。我们的价格线将于2021年4月15日起提价5%,这将使我们能够最小限度地调整和缓解因原材料、包装、运输和劳动力持续增加而带来的成本压力。

We value your business and thank you for your continued support during our transition. We all have been through a lot this past year and are looking forward to your continued partnership while navigating through these unprecedented times. We believe that our use of the most advanced technologies in the market, productivity rate, and dedicated staff provide the necessary ingredients for our continued, mutual growth and success.
我们重视您的业务,感谢您在我们转型期间的持续支持。在过去的一年里,我们都经历了很多,我们期待着与你们继续合作,一起度过这前所未有的时期。我们相信,我们在市场上使用最先进的技术,生产率和敬业的员工为我们的持续合作、共同成长和成功提供了必要的因素。

If you have any questions, please feel free to contact us at (xxx) 1234-1234.
如果您有任何问题,请随时致电(0755)1234-1234与我们联系。

All orders received and shipped prior to April 15th, 2021 will receive the current pricing.
所有在2021年4月15日之前收到并发货的订单将以当前价格结算。

Kind regards,

***************************************

Dear Valued Customer,

On Feb 15th we communicated a price increase of 8% on all Polypropylene (PP) and Polystyrene (PS) products with an effective date of March 1st.
2月15日,我们已经通知所有聚丙烯(PP)和聚苯乙烯(PS)产品的价格上调8%,从3月1日起生效。

Due to a record-high increase in demand along with persistent lack of supply amid force majeure’s our resin suppliers have announced yet another round of increases. We have also seen increases from suppliers on other costs related to our products such as corrugate and film.
(由于前所未有的需求增长以及不可抗力造成的持续供应不足,我们的树脂供应商宣布了新一轮的价格增长。我们还看到供应商增加了与我们产品相关的其他材料的成本,如起皱和薄膜。)

These immediate increases have made it necessary for us to further increase (in addition to March 1st increase) prices on April 5th on the following products:
(这些立即的提价使得我们在4月5日进一步提价(除了3月1日的提价)以下产品:)

  • PP 15%
  • PS 10%
  • PET 8%

Please be assured that we are doing everything possible to ensure a consistent supply of material across our manufacturing operations and therefore these increases are necessary.
请放心,我们正在尽一切可能确保在我们的生产操作中能够持续供应材料,所以这些增加是有必要的。

All orders received prior to April 4th, 2021 calling for immediate shipment will be accepted at current prices and must be based on normal purchase patterns, we will not be able to accommodate buy-ins.
所有在2021年4月4日之前收到通知要求立即发货的订单都将以当前价格进行,并且必须基于正常的购买模式,否则我们将不能接受订单。

We are in the process of updating your Price List for these products you currently purchase and will send them to you prior to the April 5th implementation date.
我们正在更新你们目前购买的这些产品的价格表,将在4月5日实施日期之前发给你们

We value your business and thank you for your continued support of us.
我们重视您的业务,并感谢您对我们的持续支持。

If you have any questions regarding this price increase, please contact your sales representative.
如果您对此次提价有任何疑问,请联系您的销售代表。

***************************************

Hi [name],

Hope everything going well.

I am not sure you take notice of the exchange rate, USD/RMB exchange rate has been falling, down to 6.4 now, you can see that on the currency website :
https://www.xe.com/currencycharts/?From=USD&To=CNY
我不确定您是否关注汇率,美元兑人民币的汇率一直在下跌,现在已经跌至6.4,您可以从这个汇率网站中看到具体情况。注意,如果你不想在邮件中附链接,那么请直接截图上去,链接和图片总要有一个。

USD/RMB exchange rate fall, that means our profits are decreasing, or even losing money. It’s so frustrating.
美元兑人民币汇率。下降,就意味着我们的利润在减少,甚至亏本。如此让人无奈。

In this regard, we have come up with a solution that is fair to both of us: based on the current exchange rate, if the exchange rate fluctuation value exceeds 0.3, we will adjust the offer. In other words: if it goes as low as 6.1, we will increase the price; If the price is 6.7 higher, we will reduce the price for you.
对此,我们想到了一个对我们双方都比较公平的方案:在目前的汇率基础上,若汇率波动值超过0.3,我们则调整报价。也就是说:如果低至6.1,我们将上调价格;如果高出6.7,我们将为你降低价格。

What do you think of this solution? Any ideas are welcome to communicate.
你觉得这个方案怎么样?有任何想法欢迎沟通。

Thanks,

[signature]

***************************************

Hi [name],

The loss caused by exchange rate changes should not be borne by any of us, but it exists objectively and affects our cooperation, so we cannot ignore it.
汇率变动带来的损失,不应该由我们任何一方承担,但它却客观存在,影响着我们的合作,所以我们无法无视它。

As you see, the exchange rate has been falling for several months, but we have never raised the price with you because you are our old customer and we hope to not disturb you as much as possible.
您也看到,汇率已经连续下跌几个月,但我们一直都没有跟您提涨价,是因为您是我们的老客户,我们希望尽量不打扰您。

Our peers, that is, other suppliers, have raised prices with their customers last month, and we have been waiting for the exchange rate to rising, because in this case, we will not increase the price, but unfortunately, the exchange rate is still falling.
我们的同行,也就是其他供应商上个月就已经跟他们的客户涨价了,而我们一直在等待汇率回升,因为这样的话,我们就不用提涨价,但遗憾的是,汇率仍然下跌。

In desperation, we consulting with you. Our proposal is fair to both parties, and we hope you will consider it again.
无奈之下,找您协商。我们提出的方案对双方都是公平的,希望您再考虑一下。感谢。

Thanks, my dear sir. Hope we can have good and long cooperation.
谢谢亲爱的您,希望我们可以保持良好的、长期的合作。

[your name]

 

下面是是一些你在邮件中可能会短语:

  • a modest rate increase
  • a price increase on
  • additional operating expenses
  • advance notice
  • along with the increased price of
  • are always reluctant to raise prices
  • effective immediately
  • has forced us to
  • have enclosed an updated price list
  • have found it necessary to adjust
  • hourly rate increase of
  • in order to continue to
  • increase will affect
  • increased prices from our suppliers
  • increased price of raw materials
  • is only fair to warn you
  • is forcing us to
  • keep prices as low as possible
  • keep our prices competitive
  • may be more increases in near future
  • offering the highest quality
  • our continuing attempts to
  • price increases from almost every supplier
  • prices will increase
  • prices on the following items
  • proposed changes in fee structure
  • rapid rise in labor and operating costs
  • the good news is
  • this price adjustment
  • to put this increase in perspective,
  • to keep the price as low as possible
  • to provide the best service possible
  • to produce a high-quality product
  • to increase our prices by
  • will be filled at current prices
  • will discuss the proposed increase
  • will guarantee shipment at the old prices
  • appreciate your understanding
  • appreciate your continuing patronage
  • appreciate the opportunity to
  • are confident that you will find
  • are still a wonderful bargain
  • cater to the discriminating customer
  • continue to enjoy our volume discounts
  • finest quality available
  • have been a loyal customer
  • hope to continue to
  • is a pleasure to serve you
  • keep our service impeccable
  • thank you for
  • this market fluctuation
  • to keep prices reasonable
  • trust you will agree that
  • value your business
  • value you as a customer
  • well worth the increase
  • will do our best to

做外贸的你Get到了吗?学以致用才是最好的自我迭代和进化方式!

 

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