How to find out the customer's target price

How to get the target price of customers

Although the price is not the whole negotiation.

But there is no doubt that the discussion about price is still the main part of the negotiation. In any business negotiation, price negotiation usually takes up more than 70% of the time.

Many negotiations that have no ending are also due to the price difference between the two sides, which eventually leads to breaking up. In a word, as a seller, I hope to make a deal at a higher price, while as a buyer, I hope to cooperate at a lower price.

Although it sounds easy, both sides are satisfied in the actual negotiation.

It is not easy to achieve a win-win situation in the end, which requires your negotiation skills and courage, especially when making the first quotation.

A good beginning is half the battle. When you make an offer to a customer for the first time, you really need to take some time to think it over. High quotation may lead to unsuccessful transaction, and low quotation will not stop counter-offer, because they don't know your bottom line and can't guess your negotiation strategy.

So you will still feel that you are asking exorbitant prices, and you will definitely be tit for tat in terms of price.

Until it is close to or below your price bottom line, this is of course a complete failure negotiation.

So how do you master the first quotation? A golden rule is that the quotation must be higher than the actual price. During the negotiation, both sides will strive to expand their negotiation space. The higher the quotation, the more room you have for negotiation.

There will be more returns.

Negotiation is an art of compromise, and successful negotiation is to get what you need in the process of concession. A higher quotation will give you more room for price concession.

The quotation is not fixed, and different quotations can be adopted according to different customers or channels. It is not impossible to conclude the business with a higher offer. You don't know the acceptance of every customer.

In life, everyone is a consumer. In every shopping, the price of goods will affect your purchase intention. Sometimes it's good to sell at a high price. The reason is actually very simple. High prices will definitely increase the added value of products or services. If it is durable goods, it requires good after-sales service, and brand-name products will meet the needs of consumers.

But the price will be higher than that of non-brand goods. If the price difference between the two is not very big, I think most consumers will choose brand-name products, because in people's subconscious, high price must be equal to high value, and low price must be low value? no

Commodity pricing is determined by many factors, such as production cost, labor cost, enterprise strategy, sales channels and so on. Commodities with low prices can also become famous brands.

It will not be inferior in product quality and after-sales service.

No matter what the conditions are, the most important thing is to make the other side feel that they have won the negotiation. Many negotiators are used to giving customers the best price at the first quotation.

I hope we can reach a deal as soon as possible, because the price is close to the bottom line, so we can't make concessions on the price.

Others are eager for quick success and instant benefit, taking the order quantity as the only indicator of performance evaluation, which leads the sales representatives to minimize the price in the early stage of negotiation, pay attention to quantity and ignore quality, and forget that the ultimate goal of the enterprise is profit rather than the figures on the report.

In fact, the process of negotiation is as important as the result. Only through your own efforts, the other party will believe that this is the lowest price you can afford, otherwise even if you have a glib tongue, the other party will not believe it.

No matter how small the business is, we should also do long-term business. Only when the other person's mentality is balanced will you have the opportunity to do business next time. If you don't budge, you may be able to make a deal this time, but it will be difficult next time. There is no absolute trust at the negotiating table, even if you have excellent customer experience.

Remember, when the other party can't guess your cards and you can't make concessions, you are likely to miss the next trading opportunity. Please be careful not to let the quotation scare away the customers. Maybe the quotation will be beyond the customer's psychological tolerance. If you are tough, the other party will terminate the negotiation at any time. It is suggested to imply some flexibility in the quotation, but we must emphasize the return, such as "if you can deliver the goods in cash, I can give you a 5% discount on the price" ... The negotiation includes four main factors:

Your offer and counter-offer, your card and the other's card.

Quotation and counter-offer will gradually become clear with the deepening of negotiations, and both sides will try to figure out, speculate and test each other's cards during the whole negotiation process. This is a comprehensive contest of psychology, wisdom and skills. So no matter what happens, don't show the reserve price easily.

Using the principle that the offer price must be higher than the actual price can reduce the negotiation space of the other party at the beginning of the negotiation.

Of course, the quotation must be kept within a reasonable range, and the higher quotation needs to be supported by convincing reasons to increase its added value.

Let customers know that it is worth the money. The reason why it is tenable may be that the cost will be very low, even far lower than your price, but it is not important, as long as it can be recognized by the other party, it is enough.

Hansen, a famous American car sales representative, used to be a math teacher and has never been to a supermarket. Once, when his wife was ill, Hansen went to the supermarket to buy food himself. On the way to the supermarket, he saw a vegetable farmer selling potatoes. Hansen went over and asked the vegetable farmer how much potatoes cost a pound. The vegetable farmer said, "It's still the same price, one yuan a catty." So Hansen bought 20 pounds to go home. When he got home, he asked his wife to know that the potatoes he bought were much more expensive than those in the supermarket.

Hansen himself analyzed: "At that time, I vaguely realized," It's still the old price, which means it's cheap! But the two have nothing to do, but strangely, when I made a deal with the vegetable farmers, it didn't feel expensive at all. In fact, this is an effective quotation method, which uses the most plain and common quotation words to describe the price, rather than rational figures, so that customers can easily accept a lot!

In this way, we often have experience in the market and it is an effective quotation method!

Effective quotation is to make customers feel value for money, even value for money! Try to avoid making customers feel that the products are too expensive and conflicting.

Several effective ways: first, shape the value of products.

What customers buy is not price, but value, so quotation is to shape the value of their own products and make customers feel value for money.

Two: the method of breaking the whole into parts

Is to convert your own quotation into a small unit, so that customers can accept it at first sight. For example, I consume a pack of cigarettes every day, which is 30 packs per month and more than 360 packs per year. Different ways will cause different effects or psychological reactions.

Three: resource integration method

In this way, we often feel infected around us, such as seeing matching promotions in shopping malls or discounts on packages promoted by post offices. It is the resource integration sales method. That is, the value and function of the product are re-integrated, and the quotation remains unchanged, but some functions or products other than new products are given. Let customers feel more convenient and affordable than other merchants or the same goods.

Therefore, when we quote, we need to pay attention to certain quotation skills.

Samples are not necessary, but the data and parameters should be complete and detailed.

First, I need to know where your company is. What is it used for and what equipment does it work with? How powerful is it? What are the input and output voltages? How many sets do you want? Do I have to pay taxes? What kind of tax is it? What are the delivery requirements? Sometimes it is necessary to go to the site to know the detailed data of the equipment used and so on. Secondly, the quotation is like the quotation of a transformer: you need to know your company's location, working conditions, how much power you need, what specific requirements are there for input and output voltages, whether you need a shell, whether you need isolation or self-coupling, how many units, whether you need taxes and what taxes? If the power is high, what are the requirements for switches, fans and display instruments? Requirements for delivery time. If it is non-standard, it is best to have drawings and text descriptions before quoting.

And don't say at the first inquiry that you only need to try one now, and there will be many more in the future. I am very disgusted with this. What's more, all the products we produce are made of raw materials. For example, the price of copper is unstable now, so there will be a time limit, say seven days.

So don't blame me for raising the price again some time after I quoted you. And now there are many recycled and refurbished products outside, and the price of the same product is less than the cost of our production, so don't tell me where there is a lower price than ours in the market. In the same industry, we clearly understand the following export quotation skills.

The new customer sent an inquiry form, and after you responded in time, there was no further information. Is your quotation too high to scare away customers, or is your quotation too low to let customers know at a glance that you are not an expert and dare not risk doing business with you? It is not easy to quote old customers. He will rely on his own strength to keep the price so low that when you receive his inquiry, you don't know how to quote: the quotation is too low, and there is no money to make; The quotation is too high, I'm afraid he will give the order to others.

How can the quotation be valid? Experienced exporters will make full preparations before quoting, choose the appropriate price terms in the quotation, use the terms of payment, delivery, shipment and insurance in the contract to bargain with buyers, or make full preparations before taking the initiative to quote in the quotation by virtue of their own comprehensive advantages.

First of all, carefully analyze customers' purchase intentions and understand their real needs, so as to draw up a highly targeted quotation. Some customers regard low price as the most important factor, and quote him a price close to your bottom line at the beginning, so there is a great possibility of winning the order. Mr. Zeng of the import and export company said: During the period from inquiry to formal quotation, we will carefully analyze customers' real purchase intentions and intentions, and then decide whether to give them a tentative offer (false offer) or a formal offer (firm offer).

Secondly, do a good job in market tracking and research to understand the latest market trends. Due to the high transparency of market information, market prices change more rapidly. Therefore, the exporter must quote the price according to the latest bank information-"follow the market", so as to make a deal. Mr. Sun of an import and export company said that all the people doing business with their company now are regular and powerful foreign businessmen. These foreign businessmen have offices in Hongkong and Chinese mainland, and they are familiar with and understand the domestic and foreign markets. This requires the export company itself to be well informed.

The experience of Mr. Sun's company is that business people often go to factories in Zhejiang to get goods, and they are very clear about the prices of some local manufacturers. At the same time, as a long-term professional company, due to its long-term business expansion in the industry, it can not only understand the history of industry development and price changes, but also make a reasonable analysis and forecast of the recent trend. Choose the right price terms.

In quotation, the price term is one of the core parts. Because which price terms are adopted actually determines the division of responsibilities and profits between buyers and sellers, exporters should not only try their best to meet customers' requirements, but also fully understand the true connotation of various price terms and carefully choose them, and then make quotations according to the selected price terms.

Use other elements of the contract

Other elements of the contract mainly include: payment method, delivery date, shipping terms, insurance terms, etc. Among the factors that affect the transaction, price is only one of them. If we can combine other factors to negotiate with customers, the price elasticity will be greater. For example, for customers in India, Pakistan and other countries or regions, sometimes the terms of a 30-day or 60-day usance letter of credit may be very attractive to him.

At the same time, the quotation can be adjusted according to the geographical characteristics of the export, the strength and personality characteristics of the buyer and the characteristics of the goods. Some customers pay special attention to price and will place an order with the cheapest seller, so when quoting, just quote him the lowest price you can quote. Some customers are used to bargaining. If you make an offer, he won't be happy if he doesn't reduce it a little. Then when you quote for the first time, you can reserve the range he wants to cut.

And if a product is depressed for a period of time, in order to grab the order, it is better to quote your lowest price directly. For seasonal goods, such as clothing, the promise of fast and punctual delivery in your quotation will undoubtedly make customers pay attention to your quotation.

You can also adjust your quotation strategy according to the different sales seasons or according to the size. For example, we export many kinds of products, so we have relatively uniform prices for different countries and regions, which makes it easier to deal with foreign enquiries, but we will also make some adjustments according to different seasons. In the face of scattered orders, their quotations are often based on ensuring the company's profits, and then they are flexible and win with comprehensive strength.

If you have confidence in your comprehensive strength, you don't need to please customers with low prices.

Try to be professional when quoting, and try to ask some professional questions before or during quoting to show your familiarity with the product or industry. Therefore, before quoting, on the one hand, we should consider the credibility of customers, on the other hand, we should have confidence in our products and quality. When dealing with new customers, it is very important to let them know their own situation clearly. For example, invite them to see the factory and let them know their own operation process, so that customers will make up their minds more easily when placing orders.

At the same time, from your quotation, foreign businessmen who are very familiar with the industry can perceive whether you are also an industry veteran and judge your credibility. Low prices will make customers feel that you are untrustworthy and unprofessional.

For example, the market price of my products is around 800 yuan/piece. If I quote customers 1000 yuan/piece, it means that you are an authentic layman or novice. Foreign businessmen are definitely not interested in similar quotations. How dare they place an order for you? So you can judge whether you are an expert or not by the price you quoted.

Finally, before making an offer to a new customer, be sure to let him know as much as possible about your company's strength and business operation mode. Only when customers have full confidence in you and your company will they consider your trading terms, which many inexperienced exporters tend to ignore. Personally, I think that although many foreign businessmen compare prices everywhere, a good corporate image and reputation can help you attract and retain customers. It can be said that a good corporate image is a golden signboard to attract customers.