手把手教你写外贸涨价函,成功率极高的金句都给你整理好了!
发布时间:2021-03-20  

汇率和海运费近半年来居高不下,近期暴涨的原材料又让不少制造商本就微薄的利润在此缩水,稍一不慎,亏本做订单。


对于这部分厂商来说,涨价是无奈但无可避免的选择。


那么如何写一封让客户能接受的涨价函呢?以下有几个要点。


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#几点原则


01

不必抱歉

首先要明确的一点是:你向客户提涨价,但你并不是过错方。所以不要一上来就给客户道歉,或是把姿态放得很低,以至于后面有理也不占理,如果客户趁机提出一些不合理要求,你还要怎么拒绝?


涨价,只是一个客观事实,是需要合作双方去共同消化的问题,在商言商,你没有什么对不起客户的地方。


但是也要注意,虽然道理是这个道理,但你也别冷冰冰甩给客户一句:


“This letter is meant to inform you about the recent rise in prices of our products.”


除非你的产品真的不愁卖,不然还是需要注意语气,做到不卑不亢,有礼有节。


02

有理有据

你总不能说“因为众所周知的原因,我们要涨价了”,即使原因真的众所周知。


汇率涨了几个点,海运费涨了多少钱,产品涉及的主要原材料分别涨了多少?这些都要在邮件中有个概述,可以能用直观的图表来说明。


03

有的放矢

拿着上述证据,也不需要一股脑全部丢在邮件里。针对不同客户,可以从其最关注的地方入手来陈述理由。


比如比较重视价格的,那么就给他算账,把增加的成本一笔一笔算清楚;

更重视质量的,就要向他证明,为了维持原有的品质,涨价是必然的结果。


04

提醒客户你的价值

此外,也要提醒客户你能够提供的价值不仅仅在于产品的价格,客户也应看到你在其他方面的付出。


其他客户还需纳入考虑范围的因素包括:


  • 产品质量的稳定性;

  • 对市场的了解,公司的专业程度,比如新产品、爆款产品的迭代;

  • 服务响应速度和周到程度;

  • 出现问题时的解决能力;

  • 对于交期的掌控能力,甚至可以优先生产该客户订单;

  • 合作的时间长短、对彼此的了解等,当然沟通成本也是成本。


05

一步到位

涨价需要一步到位,不要今天通知客户涨3%,看客户没有强烈抵触,没过几天你又给客户涨2%。这种涨法,脾气再好的客户都会愤怒。


如果担心成本继续攀升,不妨在报价单中列明报价的有效时限,或者约定一些条款,比如人民币再升值x个点,报价即失效,等。


06

留出缓冲

涨价生效的时间能够长一点,给客户留一些缓冲和消化的时间。


07

适时逼单

想想那些奢侈品店在涨价前大门口排了多少人!你不妨也试试看,是不是能够利用涨价的deadline促成一些订单。



#实战金句

以上这些要点,可以根据客户的属性而自由组合,通过一封或者多封邮件让客户接受涨价这一现实。一些好用的金句整理如下:


Step 1

简述涨价事实


例1

I'm writing to let you know that our prices will be increasing by 几个点 with effect from 何时.


例2

We would like to inform you that the price of certain goods will be increasing due to the sudden increase in the cost of the raw materials we use in our production process. Since we still have a limited stock of those raw materials, the price increase will not be made until 涨价日期.


例3

Please be advised that our prices will be increasing the prices by 几个点 effective 时. Be assured we have enacted the smallest increase possible while continuing to ensure the quality of all our products.


TIPS

“甩锅”的一种语法

用主动语态传递积极消息,用被动语态传递消极消息。


简单来说,就是好事是我做的,坏事是被逼的。比如以下两个例句,请注意分辨哪个会让客户心里更舒服一些:


  • ×We will be increasing our prices…

  • √Our prices will be increasing…


Step 2

简述涨价原因


例1

汇率上涨

Over the past few months, we have all experienced the value of the US Dollar fall significantly against the China Yuan. The yuan has risen more than 9% against the U.S. dollar since last June. 


We have absorbed these currency fluctuation up to this point. However, this downward trend in exchange rates has forced us to re-evaluate our situation.


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例2

海运费上涨

The global shortage of shipping containers has led to a sharp rise in freight costs from Asia to both Europe and the US. 


China-U.S. West Coast prices (FBX01) increased 5% to $4,571/FEU. This rate is 213% higher than the same time last year.


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China-North Europe prices (FBX11) dropped 1% to $7,946/FEU, which is 449% higher than the same time last year.

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China-Mediterranean prices (FBX13) increased 2% to $8,066/FEU, which is 283% higher than the same time last year.

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*FBX指数即波罗的?;踉酥甘?,航运界的最权威、最重要指数之一。

查询官网:

https://fbx.freightos.com/


例3

原材料上涨

The cost of 某种原材料 has continued to increase at an unexpected rate of 几个点 since 从何时开始 and some of the 原材料 suppliers are now releasing limited amounts of 原材料 into the market. In addition, other raw material costs are increasing. 


We have seen product costs pushed to historic level and we are unable to mitigate the current costs  any longer.


TIPS

如何寻找具体原材料涨价的实锤

工具:Google或Bing.com国际版(更有利于英文搜索),以关键词“hike price +原材料名称”或“price increase +原材料名称”开始搜索“新闻”,就能够获得大批资讯,以时间排序,筛选出你要的素材即可。


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Step 3

我方努力及我方价值


例1

We have made every effort to control and absorb the increases over the last X months. It is no longer possible for us to fully absorb the effects as raw material prices continue to rise. 


We have no other option than to increase the prices of products and solutions. Our focus remains on delivering value to and serving our customers across the world.


例2

We have tried to prevent this price increase for as long as possible because of course we want to provide our products at a  competitive price. 


However, the recent increase in the price of the raw materials is now too great for us to absorb, and we regrettably have no choice other than to implement a slight increase on the items listed below.


例3

We're confident that our prices remain competitive within our sector for the quality of the service that we provide and as always, we're focused on the results we provide to clients.


As you know, we value your business and have enjoyed working with you and achieved some great results along the way. 


例4

As you are aware, we have enjoyed great successes working together and truly appreciate your business. 


As a business partner, you know that operating overheads surge over time; therefore, these adjustments were necessary to maintain the same premium quality of products that our clients are accustomed to.


Step 4

结尾留下沟通渠道


例1

Thank you for your understanding. We appreciate your support and look forward to continuing to work with you in the future.


例2

If you have any questions or concerns about the increase, please feel free to contact us. Our sales  teams are happy to discuss this situation with you.


图片

素材下载

附赠20份国外厂商的真实的英文涨价函,看看人家是怎么说的!

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打包文件下载办法,关注“焦点视界”公众号(ID:focusvision)后,在对话框里回复“涨价”,系统自动发送。

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