报价单拯救大法，人均必看！

做为一个外贸人每天的工作就是收到询盘回复邮件报价，但是你报出的价有没有效果呢？如果客户跟你要报价表你会给吗？每天面对这么多询盘，你该如何处理？（拉到文末有询盘回复模板）

大多数人可能都是这么做的：

1、老老实实做pricelist，尝试下，反正没什么损失，说不定就是你以后的客户呢 

2、让客户到自己网站上去看，然后告诉你感兴趣的产品再报价 

3、给他发一份电子版catalog, 让他自己去选好产品再报 

4、挑选几个最有竞争力的产品报价给客户

一般来说，客户索要 pricelist，无非是下面各种情况中的几种：

1、对你的产品有兴趣，泛泛地了解一下行情；

2、经营相关的其他产品多年，觉得你的产品在他的目标市场有空间，想了解一下价格来看是否有新的商机；

3、他有客户在做这一类产品，他需要供应商的价格作为参考计算出利润(以中间商形式或抽取佣金形式运作)；

4、他的竞争对手正在进入相关行业，他需要跟进；

5、不懂产品，的确想买，问价格后直接准备谈论贸易进口事宜。(此类客户较少，问你商品的HS编码，有些甚至会搞不清FOB和CIF)；

6、当地投标计划中的产品，客户不熟悉，想看看你是否有相同或者相似产品；

7、正在进口此类产品，想大致和现有的供应商比较一下价格，并看看你的报价表上是否有什么他感兴趣的新产品。

对于第1种情况，你的报价毫无意义。

对于第2-6种情况，如果他没有完全学习过你的产品，没有了解当地的市场，没有和你协调过进出口的贸易条款，没有用你这一边的资料招揽过他自己的客户，没有确定主要进口哪些品种的产品，没有好好了解盈利空间，又或者是被你的报价表搞晕了头，你的报价毫无意义。

对于第7种情况，如果他比较价格后发现你的 Price list 没有吸引力(报得产品越多，价格竞争力越低)，或者报的规格不符合他市场的要求(不专业)，那么你的报价也毫无意义。

因此，上述情况可见，直接报给客户 price list 实非上策。

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其实，收到询盘后第一步就是分析客户，是不是真实的买家，这才是最重要的。首先要知道对方是不是真实的客户，再分析是大是小，专业不专业。

一般来说，一个客户是不是真实的客户，首先可以从他的网站上可以看出。

如果网站中没有得到明确的答案，想知道客户是不是真实的买家，那么就要用海关数据调查研究客户，分析客户。（之前有提到海关数据如何应用，点击此处回看）

如果经过客户分析，还是不能确定客户是否是真实的买家，那么可以选择几个问题，提问客户：

01

FOB or CIF ? Which port you usually buy from ?

FOB or CIF ? 您正常从哪个港口买货 ?

(判断客户的供应商靠近什么地区。比如，做无纺布行业，那么基本上港口有武汉和上海港;做塑料产品，那么基本上有深圳、武汉、青岛、张家港、上海港。

如果你的客户告诉你，他从大连港买货，那么基本可断定客户对行业并不是十分了解，而且一定是从大连的外贸公司在买货;

有时候客户会回复一个 FOB Felixtonwe，那么就暴露了客户对贸易条款不太了解，可能进口较少或者没有进口过，或者是采购新手。)

02

For this industry, what's the main products you are buying ?

( for this product, what's the main specification you are buying ? what's the packing way ? 在此行业中，你采购的主要的产品是什么?对于此产品，你主要采购哪种规格?包装方式是? )

根据你的经验以及客户回复内容的具体与否，判断客户的真实性。

比如：迪拜的客户告诉我，we buy all of these products.

而事实是，那是不可能的。初步判断，客户真实性打折扣。应该只是泛泛地问一下价格。

可以在之前给这个市场别的客户报价单的基础上随便修改修改，然后发给客户。

(真正有意向的客户会回复你的问题，他期待你在更多的了解情况后给予一个有吸引力的价格。)

如果客户回复了：we mainly buy non woven caps, pe gloves, pe sleeves, pe apron, vinyl gloves mixed into container.

或者：we usally buy xxx with the specs : 18", single elastic, white, 100pcs/bag, 10bags/ctn.

那么根据经验，此客户回复的信息是真实的。这些产品是这个市场上需求比较多的产品 (这个产品的规格是这个市场上较为常见的规格。)

在确认对方的买家属性后可根据其属性进行个性化报价。

 个性化报价小tips：

● 如果是大客户可以适当将价格报高点，反之偏低

● 如果客户对此产品和价格非常熟悉，建议采用“对比法”，突出自己产品的优点，同行的缺点。

● 如果客人比较直爽，不喜欢讨价还价，最好还是 一开始就亮出自己底牌，以免报价过高吓走客人。

● 如果客人对产品不熟悉，可以多和客人介绍该产品用途和有点，价格可以稍报高点

● 如果客人对价格敏感，但是又看中了你的产品，就得做好和客人打“心理战”的准备

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看到这里有人又想问了，如果想通过了解国外市场行情来进行报价，要怎么获取信息呢？

01

询问老客户或者找行业内标杆性客户

很多客户一般比我们想象中要open, 因此你完全可以问问你的老客户的市场行情。

当然，如果你在客户的市场上有一个或者几个行业内标杆的客户，那么你不需要问已经一清二楚了。如果你没有这样的客户，那么看看这个市场上的行业的前5的公司的网站，好好研究那些产品。

02

研究客户市场上的B2C网站

目的是了解产品在他当地市场上的常见规格、最终零售价格的价格区间、包装方式、有哪些品牌(进而找到这些品牌的公司)、供应商是否较多(市场竞争情况)

方法：之前每周都有发布每个国家的网站，可以从网站分类中选择购物网站，找网站看一下(一般为综合性的大型商超或大型网购中心)

以美国为例：amazon, walmart, ebay, bestbuy, nextag, bizrate, grainger...

(PS：可以从零售网站上找到不少的品牌客户)

03

GOOGLE 搜索 Price+产品英文名+网站国家限定

如：price+产品英文名+site:.us

price+产品英文名+site:.in

其他非英语国家用当地语言，如 西班牙：precio+西语产品名+site:.es

这样可以找出来很多当地的网上商店和网上行业零售商，从而了解到产品规格、零售价格、包装方式等信息。

根据你提出的问题客户的回复，琢磨一下，然后根据需要，筛选产品，扬长避短，报你有优势的产品即可。没必要做pricelist。

某些客户，会很诚实地告诉你之前没有买过此类产品，但是公司准备发展这一类产品的业务的。

比如，客户回复说: 我们是一家trading company，贵司产品在我方市场还是个比较新的概念。我们很希望将贵司的产品打入我们国市场，但目前还不能确定贵司哪种产品更具有潜力，所以希望能得到贵司的所有产品的信息，使我们能做一个全面的推广。

你可以告知客户你的市场有哪些产品比较畅销，以及什么规格和款式的产品畅销，提供一些专业性的意见。(Sorry !! 我强调了很多次!)

甚至可以提供给客户你在这个市场上做的生意比较成熟的客户的网站，让客户先去研究一下，然后确定对哪些产品有兴趣，之后会给出详细的报价。

怎样才算的上是一份优质的报价单？小编整理了一些大神报价单里的要素，大家可以自查一下~（内容仅供参考，报价单按实际情况调整）

报价七要素自检表

一、 问候语

二、 货物表述 （规格、重量、公差、用途等）

三、 价格和价格术语

四、 付款条款

五、 运输信息 （多少天可以发货以及通过何种方式）

六、 有效期（这个报价几个工作日内有效还是遵循再确定原则）

七、 附加信息 （检验、保险和产地）

以上七点你的报价单都做到了吗？

最后分享一下15个外贸人常用询盘回复邮件模板（上下滑动查看）

01、公司网站邮箱收到询盘后的自动回复（1）

Dear John Smith,

Thanks for your below inquiry.

This is an automated response to acknowledge receipt of your e-mail. We assure you of a prompt response from a member of our experienced sales team.

During this time, you can also learn more about us via any of the channels below:

(a) Visit our website for more information at www.abc.com.
(b) Visit our Facebook Page (@abc)

We thank you for your trust.

Best Regards,
Sales Team at ABC Company

02、公司网站邮箱收到询盘后的自动回复（2）

Dear John Smith,

Thanks for contacting [ABC Company]!

This automatic reply is just to let you know that we received your message and we’ll get back to you with a response as quickly as possible. During working hours we do our best to reply as quick as we can, usually within a couple of hours. Evenings and weekends may take us a little bit longer.

If you have a general question about our company and our product, you’re welcome to browse our FAQ page for walkthroughs of all of our answers to frequently asked questions.

[FAQ page link]

If you have any additional information that you think will help us to assist you, please feel free to reply to this email.

We will get in touch with you soon!

Best regards,
Lily Lee

03、老客户发来新询价，但由于需要花费较多时间，以至无法当天给客户报价

Dear John,

Thanks for the new inquiry.

We are working on this inquiry now, and will get back to you as early as possible.

Sincerely,
Lily

04、给客户报错了价格/发送了错误信息

Dear John Smith,

Hope this email meets you well?

I will like to draw your attention to an error made in the Quotation List I sent earlier. Please kindly note that the price for the [Product name] listed on the Quotation was wrong. I noticed it after I recalculated the cost.

On behalf of [ABC Company], I sincerely apologize for this mistake. We are deeply sorry for the inconvenience we have caused you. I have attached the corrected Quotation List to this email.

Please let me know when I can call you to further clarify this issue. Please accept our apologies once again.

Thank you.

Best regards,
Lily Lee

05、客户提供了更加详细的产品规格，需要给客户重新报价

Dear John Smith,

Thank you for the detailed information provided.

With the information you provided we’ve been able to update a more detailed Quotation List for your inquiry. Attached please find the updated Quotation List.

I’m aware the new price (USD12.50/Pc) is above our original estimated offer. At the time of the estimate, we didn’t have all the specification details for your inquiry. This price is quoted including all the specification details you provided and it is the final price – you won’t get a nasty surprise when we finally sign the contract!

We appreciate your feedback on the newly updated Quoation List, and if there are any amendments to be made, please let us know.

We look forward to working with you!

Best regards,
Lily Lee

06、涨价通知（1）

Dear John Smith,

I’m just writing to inform you that starting next month, we’re increasing our price on [Product name]. The new price reflects our increased input on cost of raw material, quality of service and exchange rate depreciation.

This price increase is an unavoidable part of doing business, and we hope we can continue to serve your company long into the future. If you have any questions or need clarification, please don’t hesitate to contact me to discuss your project.

Best regards,
Lily Lee

07、 涨价通知（2）

Dear John,

How are you today?

The cost of raw material continues to rise from the middle of October, and has increased by 10% till now. Besides, due to the latest released environmental protection policy by China government, the cost of spare parts and inland transportation have been rising sharply as well.

Our managing team has formally asked us to give notification to customers that our prices will go up on 11th November, but we will be able to keep the old prices if you place order before 11th November. We suggest you keep some inventory before the price rise, if you have plans to place order recently, please confirm your order as soon as possible.

For your reference, enclosed please find the newly updated Quotation list which is valid before next Friday (11th November). The prices are the same as before, we have only updated the packing information according to your recent orders.

Waiting for your message.

Sincerely,
Lily

08、涨价通知（3）

Dear John Smith,

We are pleased to have been in business with you since the past 6 years, overcoming hurdles and challenges together in unison. We have not raised the prices of our products in all these years despite the continuous rise in various expenses. With effect from [25th July], we shall have to increase the prices by 5% on all our products.

We can no more avoid the growing expenses that go into the production of our products. There has been an undeniable rise in prices of raw-materials that we use. Labour charges of employees have also soared up along with other expenses of transportation and importing supplies from other countries. All these have led to constant lowering of company’s benefits.

As you know well, we have never compromised the quality of our products even in the hardest of times. We endeavour to keep going with the agenda of excellent quality and for that an increase in price is an apparent necessity.

Attached please find our new Price List. We look forward to your understanding in the process and hope to continue being in business with you in more years to come.

Best regards,
Lily Lee

09、客户要求降价（招标项目）

Dear John,

Thanks for your fast reply.

We do appreciate your hard work on this tender, we hope you can win it and we will spare no efforts to assist you to win this tender.

You know, except for giving you our lowest possible price to win this order, we need to use the best material to guarantee the quality of the product. We are a company focusing on the long term cooperation with the high grade product instead of doing one time business, we need to give you and your client the best quality product with the best material. Therefore, we can’t compromise on the material, and it will be very difficult for us to reduce the price again.

But considering this is our first cooperation, and in order to build business relation with your company, we’d like to give you our “cost price” and leave no profit margin in our side to assist you win this tender. Attached below please find the updated Quotation list with our rock bottom “cost price”:

We hope our efforts will help you win this tender, and hope to hear from you soon!

Sincerely,
Lily

10、通过给客户提供折扣的方式催促客户下单

Dear John Smith,

Thanks so much for being a loyal customer for all these years! To show our appreciation, we are pleased to offer you a discount on any new order before the end of July. To claim this discount, just send us your order before July 31 and we’ll take 5% off when we send the Proforma Invoice. It’s our way of saying: Happy Second Quarter!

Wishing you all the best.

Best regards,
Lily Lee

PS: You know how busy it gets around Q2 which means, we can’t offer this discount after July 31 (even if we want to!) so be sure to send us the new order right away and we’ll get you on the calendar. Cheers!

11、给客户提供折扣价格后的跟进沟通

Dear John Smith,

I haven’t heard back from you, so I just want to make sure that you received my last email regarding discount price I offered for [product name]. I just really think you could benefit from this promotion event.

I’ve put together a few pieces of content to show you exactly how our product can help. Please take a look:

[link]

[link]

[link]

Please note that this offer can’t last for long! If there’s anything else I can help you with, don’t be afraid to give me a call or send me an email. I’m available day and night!

Cheers!

Best regards,
Lily Lee

12、新客户询价，要求提供报价单及产品图册

Dear John Smith,

First of all, we would like to express our thanks for your interest in our [product name].

Regarding your inquiry, we are happy to provide you our brochure and our Wholesale price list. Please note that the brochure included all the information you asked for. Both items are attached at the end of this email.

In addition to the items above, we have also enclosed a catalog (presenting different types of [product] available) and our Logistics guideline of this product. We believe that this will be of help to you.

We hope our response has satisfied your request. Should there be any question, please feel free to contact us.

We look forward to hearing from you.

Best regards,
Lily Lee

13、询盘报价邮件常用语句（句首）

●Thank you for your inquiry regarding our product or service.

●Thank you for your interest in our product or service.

●We would like to thank you for your letter inquiring about our      product.

●We truly appreciate your letter asking for information about      our product.

●It was a pleasure to receive your inquiry about the product of      our company.

14、询盘报价邮件常用语句（正文）

●According to your inquiry, we have enclosed ___.

●In response to your inquiry, please find attached in this email      ___.

●To answer your question, here are ___.

●To address your request, here are ___.

●We are pleased to satisfy your demand with the attached      information.

●In addition to the information above, we also attached ___.

●Besides the given information, we also enclosed ___.

●In order to fully answer your request, we would like to give      some further details.

●There is some other information we believe may be useful to      you.

●You can find some relevant items below.

15、询盘报价邮件常用语句（句末）

●I hope you are satisfied with the information above.

●Hopefully, the information attached is sufficient for you.

●We hope that the details mentioned were useful to you.

●In case you would like to have more information, we are happy      to arrange a call and a meeting for our further discussion on this matter.

●If necessary, we always welcome a call or a meeting at a      convenient time for you to understand more about our product/service.

●We also look forward to welcoming you to our office for a      better understanding between us.

●Should there be any further inquiries, please do not hesitate      to contact us.

If you require further information, feel free to contact me.

●If you have any question or need more details, we are always      ready to help.

It would be my pleasure to know how more can we assist you.

●Thank you for your time and your consideration. I look forward      to hearing from you soon.

●We look forward to doing business with you in the future.

本文整理自：麦克王商务英语、外贸知识课堂、Nelly的外贸日记、知乎（瑾格）

如文中有误，欢迎联系指正

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