本叔商業英語5 - You are too expensive 怎麼破

不知不覺商務英語已經到了第五節的，寫《本叔的BE》這個專集比起我的長篇外貿小說《假裝在500強》實在輕鬆太多太多了。不過，我還是必須推薦大家去讀一讀，原因有兩個：

1. 這是我就畢生採購和職場所學花大量心血時間而寫成的（當然，還未寫成，太難寫了。。）

2. 不花錢。除了最後幾章外，大部分內容都是免費的。有興趣可以去基友團的公號又或者料神的料網看。

回來BE，今次來稿是從阿里外貿圈的讀者寫來。案例非常，非常經典：開發信找到客戶，但客戶說價錢貴就連樣板都不想看先來殺你個價。以下是來信的內容。老規矩，敏感數據刪去，其他的原汁原味上。

經典案例：

本叔，您好:

看了您外貿圈的文章很受益，看到您這邊徵集案例，幫忙優化，我是外貿新人，剛好這幾天的在談一個客戶關於樣品和大貨的價格談不攏，希望您幫我檢查一下。多謝！！

阿里上認識的新客戶，聯繫了一周，確定是買家。

給客戶發了CIF價格之後沒有回復，然後我說寄樣品給他，他直接給了我地址，但是我說樣品收費，結果他說我大貨價格貴，沒必要買樣品測試，就甩過來以下這封郵件n——

「Hi J，

You single price is out the budget, it isnnot worth purchasing the price. I am looking for ABS at $6.00 per kg landed innAAA (maybe $7.00). Your price is too high. It will be a waste to to purchasenyour sample at $13.00

（其實你們為什麼不奇怪，這個＄6是怎麼來的呢？篇的？還是有什麼公式算出來？又還是他收過什麼樣的報價？叔叔以15年採購經驗大大聲告訴你，跟你「三唔識七」，完全不認識，這個所謂目標價有8成機會只是隨口說說的！）

Thank you

Regards「

夜裡收到郵件我想了想還是回復吧，不然時差又會隔一天，隔夜聯繫感覺就不那麼熱乎了，可是我又覺得我的回復會讓客戶離我更遠。。。

請本叔幫忙優化一下措辭。n其實，我想表達的是市場上價格有便宜的但肯定不是好貨，只要有量，價格是可以談的。以下是我的回復

（贊一下這位妹子的敬業精神）

「Hi XXX，

Thanks for your kind reply. （其實我一直想說，人家就來問個價這有什麼kind不kind的？就像上幾篇說的DEAR，有什麼好DEAR呀？哎，教科書害人。。）

We do not doubt that you can got offernprice at $7 or less CIF AAA from Chinese market.

We can also manufacturing cheap costnproduct, however, it is unavoidably that printout success chance （這裡我猜你是想說品質）willngoes down and more after sales serive request will come out. Which cost morentime and not good for long-time cooperation.

For final price , if you are satisfied withntesting result and for following quantity price of 100,500,2000,5000, I can askna bottom price from my boss for you. （又來了，原來你報的不是bottomnprice, 原來你還有很多後著，原來你在等我壓你價。。。我衷心告訴你，一個專業的採購員看到你這句bottom price就會有我以上的反應鳥。。。）

By the way, does your target price $6(orn$7) for every shipment no matter if the quantity 100, 500, 2000, or 5000kg?

（這一句。。。看出你真的是菜鳥。商業世界，99%的價格都是跟數量掛鉤的）

One of our regular customer from Australianchoose us to be their filament supplier after one week China factory visiting.nWelcome to visit us if you have time.

（我想贊一下這段。Reference用得不錯，不過說得一點點太神。看廠只是整個buying decision process的一部分而已。）

Thank you and best regards

J

Ben叔回復：

好了，以下是我寫的回信：

Hi,

Thanks for having a chance to review ournquotation. The target price $6 seemnchallenging….may I know how do you come up with this target? I am very interest to know the magic behindnand would like to reasonably adjust and try to match it. （一定要問！他可能真的有公式的，那麼也是你學習一下人家costing是怎樣做的好機會。反過來如果他是瞎掰的，有可能他就不再堅持了。將心比心想一想？Reasonably adjust也就是表示我們是有空間的，有誠意的。）

We』ve seen product with unbelievably lownprice locally in China, but I am not sure we are talking in the same line. I believe you would agree functionality,nquality and after-sales service are keys to success in our industry. We all know that a low price on the quotationncould turns out to be never-ending trouble (and carrying cost, of course) innthe future.

（I believe you would agree…….we all know that…都是術啊！！套親近啊！！我們的看法一致啊！！這也客氣地說了老外您不是蠢得不懂這個道理吧。。）

Having said that, it is always our aim (也可以用wenintended ) to provide our customer unparalleled quality product with affordablencost. What I would suggest is that wenreview your annual demands of the product and lets come up again a price-volumenmix for your reference. Communication isnalways the key to support our customer.

（看看如何高雅地說您多買多便宜這件事？還要時不時不忘自我宣傳一下）

For your reference, YYY in your regionalnmarket has been our long customer and it』s seem that Aussie （假設是澳洲市場）arenquite happy with our product. Sellingnour product is proved to be profitable and reliable. I would be happy to tell you more about ournactivity in your market if you are interested.

（這也是個畫龍點睛。老外一定有興趣知道在他市場上的對手原來也是跟你買的！那麼你一定是很懂他們市場也了解一些當地法規之類了吧。勝機又大了不少。）

Lets keep the ball rolling.

Regards,

Ben

此篇的用語本人自我感覺良好。不過，having said that，不要太過迷信一封電郵就能改變世界。最後能不能成功斬獲訂單，靠的絕不止是幾隻英文字。

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