客户邮件说报价比同行高，该怎么回？

客户邮件说报价比同行高，该怎么回？

当客户在邮件中表示报价比同行高时，应该如何回应？这是一道常见的销售场景题目。本文通过分析四个读者的回复案例，详细探讨了在销售场景中如何处理价格异议的策略和技巧。

四个读者的回复案例

读者Skyler的回复

潜在客户：
Dear Paul,
Thanks for your prompt revert about the rate firstly.
This is the best rate for you, I promised. But I would like to cooperate with you sincerely。
Can I know what shipping lines and schedule do u get? Or what's ur target rate?
I will try to reach out more different options for u.
Thanks in advance.

长期合作客户：
Dear Paul,
Thanks for your prompt revert about the rate firstly.
There are different and lowest price in this industry. Some of agents will give you price lower than mine a lot for malicious competition.
Adhering to the principles of honest operation and future win-win, that is the best price that I can offer you.
But can I know more about rates and shipping lines of other agents? Let me analyze the options is reliable or not for you.

读者瑞淅的回复

Dear Paul,
Thank you very much for your comments on our shipping rates.
We understand your concerns and realize that price is a key factor in a competitive marketplace. However, our pricing is not simply a comparison with our peers, but rather a combination of factors.
First of all, the quality of service is guaranteed. Our team is professionally trained to handle a wide range of complex logistics needs, providing you with on-time, safe and reliable transportation.
The second is cost transparency. Our quotes include all necessary fees and there are no hidden costs. We believe that a transparent pricing policy builds long-term customer trust.
Thirdly, there is the provision of value-added services. In addition to basic transportation services, we offer a range of value-added services, such as real-time tracking, customized packaging, and professional customer service, all of which are designed to ensure that your shipment reaches its destination smoothly and efficiently.
We are always committed to building long-term relationships with our customers. Therefore, we would like to discuss with you how we can optimize costs through long-term contracts or volume transport agreements.
Yours sincerely.

读者Jimmy的回复

我结合自己的空运货代背景，把我的处理这种问题的思路分享如下：
价格贵了是比较笼统的结论，为有针对性解决客户反馈的问题并及时提供支持，一般需要先确认清楚客户反馈的价格贵司，比较的基础是否针对同服务而言(以空运为例，就算同家航司的空运服务，不同飞行路径价格也是不同的) 或者 仅仅是说总价贵了？
Thank you for informing me that our solutions are a bit expensive than those provided by other competitors.
In order to provide you with effective support in a timely manner, could you kindly confirm that the high price means that the solution we provide is exactly the same service as that of competitors but my price is more expensive or that we provide different services from competitors but the total price of our solution is more expensive?
If it is the first situation(some service and route) , as general . the prices provided by airlines to different freight forwarders will not differ too much.
meanwhile, consider both of us are long-term partners, if I give up the profit can help you to win the booking , I can give up the profit share to support You in this special case.
If it is the second situation, that is to say , the customer is sensitive to price but can accept slow service, then we can find a feasible solution based on the customer's requirements.
Your Comment please.

读者Nick的回复

我之前也遇到过客户拿着成本说要匹配这个价格。但考虑不赚钱，就没确认代理的价格。我是这么回复的：
Dear Paul
Thanks for your information.
There are many Carriers can be chose in the market. The O/F cost is different for each forwarding company.
Maybe our costs are higher than others.
I will have our business colleagues check other good prices.
Regards
Nick

分析与总结

客户邮件说：“Your price is high compared with what we got.” 这是一个常见的销售场景，每个销售人员都可能遇到。从这句简单的反馈中，我们可以分析出几个关键信息点：

1. 客户已经收到其他供应商的报价
2. 客户认为我们的价格偏高
3. 客户愿意继续沟通，说明还有合作的可能性

在处理这类价格异议时，可以采用“动之以情，晓之以理，诱之以利”的策略：

动之以情

感谢客户的反馈，表达理解客户的立场。例如：

• Nick的回复简洁明了：“Thanks for your information.”
• Skyler的回复过于强硬：“This is the best rate for you, I promised.”
• 瑞淅的回复虽然专业，但“Thank you very much”显得过于热情。

晓之以理

解释为什么价格偏高，提供合理的理由。例如：

• 瑞淅详细列出了三个理由：服务质量、价格透明、增值服务。但这些理由需要更具体的证据支持。
• Jimmy通过询问具体差异，引导客户理性思考。但这种方法更适合同行间的竞争，对直接客户可能效果不佳。

诱之以利

提供额外的价值或优惠，促使客户做出购买决定。例如：

• Skyler询问目标价格，这种做法可能引起客户反感。
• 瑞淅的结尾过于冗长，缺乏实质性的优惠。
• Jimmy提出愿意牺牲利润帮助客户，但诱惑力度不够。
• Nick承诺查找其他选择，但没有给出具体方案。

参考答案

基于以上分析，可以给出一个更优化的回复模板：

Dear Paul,
Thank you for letting me know.
I believe our pricing is reasonable and moderate, whilst comparing apple to apple.
The relatively high price is because of 3 reasons.

1. 保证仓位
2. 航程较短
3. 服务质量
   这些需要针对性的提供更多的详细说明，需要支撑证明。
   比如如果是保证舱位，把船公司的官方船期截图下来。航程简短，也不能是大概几天，而是提货，报关，运输，清关等，给客户一个TimeFrame。至于服务质量，前面说过，要Presentation（案例。证言，货运报告等）。
   Well understand budget is indeed a key factor for you，attached are the other proposals.
   So if its schedule is ok，booking before July 10，with the rate only @ USD ….，. Shall we ?
   Freight collect is accetpable.

本文原文来自lawnwing.com