在正文之前先简单做一下背景介绍：
1. 客户目前有在做的订单，预计下周出货
2. 成本价格不断上涨，目前价格已比客户待出货订单上涨2美金
综合整个行业情况，从客户利益出发，我制定了pre-order plan 并详细解释为什么要这么做以及这么做对客户的好处是什么。
1. 分析市场趋势- 过去的经验及未来的走向和上游信息预测给到客户。
2. 把目前即将出货的数量/时间/预计到达时间/预计库存销售时间 以及潜在新订单的交期/预计到货时间/新年交期/客户国家销售旺季/预计库存供应等做一个详细的数据表格给到客户，建议客户做合理的预售计划和备货计划。
客户的利益点：
1. 保持市场稳定供应，尤其在大缺货的情况下。
2. 目前优势价格锁定，避免未来更多上涨，给出明确预计数据可以帮客户省到1.5-2美金。
3. 提前做好库存和销售计划完美衔接，避免交期不稳定等因素，预留足够的时间走海运节省运费。
Hi XX，
Good day.
According to internal analysis on XX, its price trend will keep increasing till Q1 2019.
Under such circumstance, we strongly suggest us to work on pre-order plan to save your purchasing cost and keep consistent supply, which is also the same way we do now for our key partners.
Market Trend:
1. XXX price will definitely keep increasing. The price update frequency is about 2~3 weeks per time according to previous experience.
2. The shortage supply and big demand status will last for a long time, at least 6 months and more.
Benefit for Pre-Order Plan:
1. To keep consistent market supply on XX, while other brands in big shortage.
2. To fix the cost soonest at its best rate before increasing and save at least $1.5~$2 per unit in future sales. The current price is XX. We believe it will be up to XX in the coming days soon (Before CNY holiday).
3. To fix the exact delivery schedule and save time/cost by ocean shipment.
Below is the table calculation based on our ongoing runrate and calculation for shipment before CNY holiday.
Summary:
- According to below calculation, the sales coverage will last till Feb 2019 if you plan one new ocean shipment now, ETD Dec 17.
- During CNY holiday, there will be time gap of stock runout for 1.5 months. As per below calculation, you will run out of stock in March.
销售计划表格- 省略
Kindly check and share with us your ideas for future discussion and plan.
客户回复如下，主要顾虑点有：
1. 市场反常情况及难以预料的变化
2. 价格持续上涨导致利润空间压缩及市场接受度低
3. 交期长+海运时间长
Hi Echo,
under normal circumstances I would agree, but market is extremely abnormal these past 4months and there’s a lot of transition going on in the market.
If pricing stayed the same it would be a no brainer but with pricing going up from $X originally to $X when we started buying from you and now approaching $X level it’s less
enticing for customers to buy them and unfortunately the long lead time + the added time it takes ocean freight gives you no time to react
That’s really the issues I’m facing
How do you see the situation?
针对客户疑虑点再次回复客户给出实际建议：
1. 结合我们的经验反馈过去一年的市场情况、趋势以及预测
2. 降低客户风险
3. 结合上一批货物优势价格和新的一批货物价格Balance以平衡利润与市场接受度
4. 根据目前库存及销售情况制定准确预售订单计划解决交期长和海运时间长的问题
Hi XX,
Good morning.
Yes, we fully understand your position and concerning.
As we have been experienced in the past year since 2017, the shortage status and price increasing is keep lasting, and there is no any sign of decreasing in the near future.
For 100% assurance, the price will increase again 2~3 times before CNY holiday.
For your reference, XXX cost was XX only before, but now the cost increased to XX and more.
It is common situation for all vendors and distributors. Based on the current situation, you do not need to worry about Price Issue and Sales Demand.
And below table is just short plan to ensure your consistent stock supply till Feb only. To eliminate the risky of Inventory Pressure and Price Issue.
Especially for the upcoming XX shipment 2K, you will have Super Price advantage.
We suggest you to combine the cost calculation with future Dec shipments to keep your margin rate and market competitiveness.
Nov Shipment 2K Cost XX
New Plan Dec Shipment 2K Cost XX
Average Cost: XX
As about the long schedule for lead time and ocean shipment, it will be under control if we stick to the pre-order plan as below.
We always have the firsthand information from the upstream supply chain, it is our duty to share with customer the latest market trend and make value suggestion to our partners for mutual business growth.
Please check and share with us your ideas to reach mutual agreement accordingly.
最终客户回复如下，同意提议。但是还是希望在价格上再坎一刀。
Hi Echo,
ok we can add 2k but pls help with the price to $X, to be honest we don’t have any backorders on the 2k incoming we already ordered as customers are saying price is too high (even based on mix price from previous orders)
There’s always a breaking point on how much customers can afford to pay and I think we’re getting too close
Also, what is the status ETA for the 1k + 1k orders we have pending?
一般客户砍价有很多种，有的只是象征性的问你能不能便宜一点。面对这第一刀，我暂时不想让步，且确实也没有多大空间，回复如下。
Hi XX,
We always struggle to support you the best cost for mutual business growing. And now price already reached to bottom due to crazy cost increasing.
Really it left us no any space to bear any discount at the moment.
Especially:
1. We support you CN US$1,144.60 for RMA buffer from previous shipments.
2. The airfreight to XX now increased 22% than our estimated quotation based on Oct, the extra cost is around $800+ and for sure we need to cover it by ourself as a supportable vendor.
If all ok, I will send you PI tomorrow to confirm the new order 2K and fix the cost. Deposit could be arranged together with balance before Friday.
As from next week, it is 90% likely price will increase again.
Let me know your ideas.
客户没有回复，第二天周五的时候我又写了一封邮件跟进，直接按报的价格和算好的运费做成PI草稿发出去给客户确认。并在当地时间线上和他沟通一下关于尾款和新订单确认的事项。
Hi XX,
Enclosed please check PI draft for the potential order XX 2K.
Kindly help to sign back and arrange deposit to fix the special cost as mentioned price might be increasing since next week according to cost fluctuation.
15% Deposit: US$10,546.95
Balance of 2K Ongoing Shipment Dated Nov 12: US$47,870.70
Total: US$58,417.65
Thanks a lot for your kind cooperation, it will help to facilitate the process as you know there is big jet lag.
最终，客户同意新订单并在同一天同时安排了尾款和新订单的定金。
Hi Echo,
order is confirmed for the additional 2k by Ocean, but cannot accept higher price
总结：
1. 深度了解市场行情和上下游信息并给到客户相关建议。
2. 站在客户的利益和出发点去考虑问题。
3. 在长期的合作过程中给到客户最关键最基本的支持：服务／质量／价格／支持等。 高度配合及支持。
4. 站在客户的立场，帮客户制定好Forecast，算好平均生产时间，物流时间，库存销售时间等以制定好销售计划确保市场稳定供应。
5. 制定sales incentive plan与客户利益捆绑，根据过往几个月的销售情况，分别制定三个易，中，难等不同的目标以刺激销售增长并给予一定的返利。
最后，末尾附上水单彩蛋。在等待双11剁手买买买的同时写了这篇文章，输出的同时也加深了学习和交流。
@阿拉蕾小编 @mrhua 申请血钻以资鼓励，以及加入专辑- 这就是我拿下客户的全过程。
祝大家双11剁手愉快😄
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