当客户说“Your price is too high”时，如何漂亮地回复并赢下订单

在外贸B2B领域，“Your price is too high”几乎是每个销售都会遇到的高频语句。这并不可怕，它甚至是一个积极的信号——表明客户对你的产品有兴趣，只是在最终下单前需要解决最后一个“价格”障碍。

你的回复方式直接决定了订单的成败。错误的回应是直接降价或放弃，而聪明的回应则是一场价值重塑和心理博弈。

1. 不要慌张，不要道歉：价格高不代表你做错了什么。立刻道歉或降价会显得你的价格水分很大，不专业。

2. 不要直接问“What‘s your target price?”（你的目标价是多少？）：这等于把定价权拱手让人，让自己陷入被动比价的境地。

3. 理解客户的潜台词：客户说“价格高”背后可能有多种原因：

• 试探性砍价：这是最常见的原因，只是一种习惯性的商业谈判策略。
• 预算有限：客户的真实预算可能确实低于你的报价。
• 对比竞争对手：他可能拿到了竞争对手更低的价格。
• 未看到价值：他没有充分理解你的产品、服务和质量为何值这个价钱。
• 决策权问题：他可能需要用你的高价去说服他的上级或客户，以便拿到更好的内部条件。

4. 你的目标不是赢争论，而是赢订单：目标是让客户觉得物有所值，或者通过其他方式满足他的核心需求。

第一步：表示感谢，稳住心态
首先感谢客户的反馈。这显得你专业、友好，并为自己争取了思考时间。

• 例句：“Thank you for your feedback on the quotation.”
• 例句：“I appreciate you getting back to me and raising your concern about the price.”

第二步：提问探询，了解根源
不要猜测，要通过提问了解“价格太高”的具体原因。这是最关键的一步，能让你后续的回复更有针对性。

• 可以问：
• “Could you please kindly share more details? Is this based on a comparison with other suppliers‘ offers?” （是基于和其他供应商的对比吗？）
• “May I ask what your main concerns are regarding the price? Is it about the overall budget or the specific value of a certain feature?” （是总体预算问题，还是对某个功能的价值存疑？）
• “I want to make sure I fully understand your situation. Could you help me understand what price level you have in mind and for what specific terms?” （了解他的心理价位和对应条件）

第三步：重申价值，而非价格
这是邮件的核心内容。客户买的不是“价格”，而是“价值”。你需要将讨论焦点从“价格”转移到“价值”上。分段清晰地阐述你的优势：

• 产品质量：使用高规格原材料、更严格的质量控制体系（如ISO9001）、更长的使用寿命、更好的性能参数。
• 专业服务：提供免费样品、技术支持、定制化解决方案、完善的售后服务、快速响应。
• 公司实力：多年行业经验、与知名品牌的合作案例、研发能力、 certifications （认证）。
• 附加价值：免费保修期、运营培训、市场营销支持、库存服务。
• 可视化证据：附上图片、视频、检测报告、客户案例！文字苍白，图片和视频最有说服力。

第四步：提供选择性方案（替代方案）
如果客户依然坚持价格问题，提供一个“选择题”而非“判断题”。给出不同的方案，让对方感到你愿意合作并富有弹性。

• 调整付款方式：提出更有利于客户的付款条款（如提高定金比例、延长付款周期）。
• 调整订单数量：建议小幅增加订单量以换取更好的单价（“If you can increase the order quantity by 20%, I can apply a better unit price for you.”）。
• 调整产品配置：询问是否可以考虑简化某些非核心功能以降低成本。
• 调整物流方案：提供不同的运输方式（海运 vs. 空运）的价格对比。

第五步：战略性让步（如果必须降价）
如果经过以上步骤，仍然需要降价，请遵循以下原则：

• 有条件地让步：不要轻易降价。降价必须换取对方的某些让步，例如：“If you can confirm the order before [date], I can apply a 3% discount.” （如果你能在某日期前确认订单，我可以申请3%的折扣。）或者“If we can agree on a wire transfer payment, I can offer a better price.” （如果我们能约定电汇付款，我可以提供更好的价格。）
• 强调让步的难度：“After discussing with my manager and based on our long-term partnership, we managed to…” （经过与经理的艰难沟通，基于长期合作，我们终于争取到了…）这让客户感到赢了，并且珍惜这个结果。
• 只降一次：避免来回拉锯战。尽量一次性报出最终底价，并强调这是“Final offer”。

第六步：呼吁行动
邮件的结尾必须有清晰的“Call to Action”，告诉客户下一步该做什么。

• 例句：“What do you think about these solutions? I’m looking forward to your feedback.”
• 例句：“I am confident that we can find a way to cooperate. Shall we schedule a short call to discuss the details tomorrow?”

模板一：标准专业版（推荐首选）

Subject: Re: Your quotation [Quotation Number] – Thanks for your feedback!

Dear [Customer Name],

Thank you very much for your reply and your honest feedback regarding our quotation No. [Number].

I truly understand your concern about the price. To better address your needs, could you please kindly share a bit more information? For example, is this price higher than your current budget, or are you comparing it with other offers you received? This will help me provide you with a more targeted solution.

Meanwhile, I’d like to briefly reiterate why our product offers exceptional value for your investment:

• Superior Quality & Durability: Our products are made from [specific material] and undergo [specific quality control process], which ensures a much longer lifespan and reduces your long-term maintenance costs. (附件是我们的质量认证报告).
• Comprehensive Service: We provide [e.g., 24/7 technical support, free installation guide, 2-year warranty], which means you won’t face any hidden costs down the road.
• Proven Track Record: We have been a trusted partner for major companies like [Example Company Name], helping them [achieve a specific benefit, e.g., reduce downtime by 15%].

We are committed to finding a way to work together. If the initial investment is a concern, perhaps we could:

• Discuss a more flexible payment term?
• Adjust the order quantity for a better unit price?
• Explore a slightly different configuration that meets your budget?

I am confident that we can find a win-win solution. Looking forward to your thoughts and hopefully starting a successful partnership.

Best regards,

[Your Name]
[Your Title]

模板二：针对已有竞对的客户

Subject: Re: Quotation Discussion – [Product Name]

Hi [Customer Name],

Thanks for getting back to me.

I appreciate you letting me know that our price seems higher than others you’ve seen. This is actually quite common, and it’s usually because of the differences in what’s included.

Often, a lower initial price might mean compromises in areas like:

• Material thickness / component brands
• Warranty length (e.g., 1 year vs. our 3 years)
• After-sales service and responsiveness

Could you please share the competitor’s quotation (if possible) so I can do a detailed comparison for you? I can then clearly explain the difference in cost and value point by point.

Without seeing it, I can assure you that our focus is on your total cost of ownership, not just the initial price. We want to ensure you get a reliable product that won’t cause expensive problems later.

Let’s schedule a quick 10-minute call to discuss this. When would be convenient for you?

Sincerely,

[Your Name]

模板三：最终让步版

Subject: Special Offer for Order Confirmation – [Quotation Number]

Dear [Customer Name],

Following our discussion and after a thorough review with our management team, we deeply value the opportunity to work with you.

To celebrate a potential start of our partnership, we have managed to secure a one-time discount of [X]% for you. This offer is strictly conditional on you confirming the order and providing the deposit before [Date].

This is our best and final offer, as we have already minimized our margin to its limit. At this price point, you are receiving our premium-quality [Product Name] with full service and support, which represents outstanding value.

Please find the updated proforma invoice attached. We eagerly await your purchase order to proceed.

Best regards,

[Your Name]

• 专业：回复及时，语法准确，显得你很专业。
• 自信：相信你的产品和服务值这个价，你的自信会感染客户。
• 客户为中心：始终使用“you”和“your”，谈论客户的利益和需求。
• 耐心：谈判可能需要多个回合，保持耐心和友好。

记住，价格谈判是外贸业务中不可或缺的一部分。掌握这些策略，你就能将“价格异议”从一道障碍转变为一次展示你专业性和建立信任的绝佳机会。