外贸高效沟通话术

分享标题 外贸高效沟通话术

分享公司 石家庄德源纺织有限公司

分享人 吉昱培

分享内容

一、破冰阶段：3秒抓住客户注意力（别再说“How are you?”了！）

场景：首次邮件/LinkedIn联系

❌ 老套版：

“Dear Sir/Madam, My name is... We are a manufacturer of...” (客户已关闭页面)

✅ 高效话术：

“Hi [客户姓名]，

Noticed you’re sourcing [产品类别] on [平台/展会名称].

We recently helped [某知名客户/同地区客户] reduce costs by 15% with our [你的核心优势方案].

Could 20 seconds save you similar results?”

👉 核心：精准切入痛点 + 价值前置 + 制造好奇

场景：WhatsApp/WeChat开场

❌ 骚扰版：

“Hello friend! Good price for you! Buy from me!” (即将被拉黑)

✅ 高效话术：

“[客户姓名], this is [你的名字] from [公司]. Saw your inquiry about [具体产品] on [来源].

Attached is a quick comparison sheet showing how our [型号] outperforms [竞品] in [核心参数].

Worth a 2-minute look when free?”

👉 核心：表明身份来源 + 提供即时价值 + 尊重对方时间

二、产品沟通：用“客户语言”代替“工厂语言”

场景：客户问“What’s special about your product?”

❌ 技术轰炸版：

“It uses CNC machining, tolerance ±0.01mm, raw material grade 304SS...” (客户眼神已死)

✅ 高效话术：

“Compared to most suppliers, this model cuts your [客户行业，如：restaurant] operating costs by 30%:

▶️ Energy-saving design → Lowers electricity bills

▶️ 30% faster [关键功能] → Serves 50 more customers/hour

▶️ 2-year trouble-free warranty → Zero unexpected downtime costs”

👉 核心：将参数翻译成客户收益！

场景：客户质疑价格过高

❌ 卑微防御版：

“Our quality is good... but I can give you 2% discount” (客户继续砍价)

✅ 高效话术：

“Completely understand your focus on cost efficiency. Our price reflects 3 layers of value protection:

1️⃣ Pre-shipment lab test report → Avoids $XX,XXX quality claim risks

2️⃣ Dual packaging system → $0 damage loss in 200+ shipments to [客户所在地区]

3️⃣ On-site engineer support → Saves $X,XXX/year on maintenance

Which part brings you the strongest ROI? We can optimize accordingly.”

👉 核心：用价值拆解替代降价，引导客户关注长期收益

三、谈判博弈：在“Yes”和“No”之间创造第三条路

场景：客户要求大幅降价

❌ 硬刚版：

“Impossible! Our cost is already high!” (谈判陷入僵局)

✅ 高效话术：

“To meet your target price while ensuring quality, may I propose Option A+B?

A. Volume commitment: Order 3 containers now → Save 8%

B. Payment terms: 50% T/T advance → Further 3% saving

This keeps our production stable so we guarantee on-time delivery. Win-win?”

👉 核心：给出结构化方案，用条件交换替代直接让步

场景：客户拖延下单：“I’ll decide next month”

❌ 被动等待版：

“OK, no problem. Waiting for your news!” (订单大概率凉凉)

✅ 高效话术：

“Great! To help you evaluate efficiently, I’ve scheduled two quick actions:

1. 周三 10AM: Sending a comparison video of our product vs. [竞品] in real operation

2. 周五 3PM: A 15-min call with our engineer to clarify your technical concerns

Which time slot works better for the call?”

👉 核心：掌控节奏，把模糊承诺转化为具体行动

四、危机应对：把“抱怨”转化为“信任升级点”

场景：货物延迟，客户暴怒

❌ 借口敷衍版：

“Sorry, because the typhoon...” (客户怒火升级)

✅ 高效话术：

“[客户姓名], serious apologies for this disruption. Here’s our action plan:

1. REAL-TIME TRACKING: Monitor shipment hourly → Next update: Today 4PM GMT

2. BACKUP SOLUTION: Air freight 30% goods at our cost → Arrives by [日期]

3. FUTURE PROTECTION: Dedicate production line for you + 5% discount on next order

I’m available 24/7 on WhatsApp for urgent support.”

👉 核心：超预期担责 + 透明信息 + 即时补救方案

五、实战案例：一句话挽回20万美金订单

某机械出口企业（为保护客户信息模糊处理）曾因交期延误遭南美客户强硬索赔。销售总监紧急通话：

“Mr. [客户名], instead of compensation, what if we upgrade your entire next shipment to premium components at original cost? This extends machine lifespan by 3 years, saving you $XX,XXX long-term. Your success is our only KPI.”

结果：客户不仅撤回索赔，还追加了新订单。

高效沟通的底层逻辑 🔑

精准翻译：把“工厂语言”转化为“客户收益语言”

结构化方案：用“Option A+B”替代单纯Yes/No

掌控节奏：把模糊承诺转化为具体行动节点

超预期担责：危机时客户要的是“安全感”，不是借口