加拿大外贸
报价的技巧讨价还价，是在一个抛出的价格基础上进行的。抛出这个价格“绣球”的，通常是我们供应
商，也就是卖方。这个价格“绣球”抛的高度、力度如何，很大程度决定了后期讨价还价能够顺利进
行。所以，我们先来了解一下报价的技巧。
案例一
Dear sirs,
We confirm your enquiry of 2nd September asking
us to make you firm offers for both Groundnuts and
Walnut meat, CFR Copenhagen.
After full calculation, the price for you is: 250 metric
tons of Groundnuts, Hand-picked, Shelled and
Ungraded at RMB 1,800 net per metric ton CFR
Copenhagen or any other European Main Port for
shipment during October / November. This offer is
firm, subject to the receipt of reply by us before 25th
September.
Please note that we have quoted our most favorable
price and are unable to entertain any counteroffer.
As regards Walnut meat, we would i n form you
that the few parcels we have at present are under
offer elsewhere. However, if you should make us an
acceptable bid, there is a possibility of your obtaining
them.
As you are aware that there has been lately a large
demand for the above commodities, such growing
demand has doubtlessly resulted in increased prices.
However you may avail yourselves of the advantage
of this strengthening market if you will send us an
immediate reply.
Yours truly,
Elsa Chong
Sales Manager, Oversea Market Dept
在中国制造网(Made-in-China.com)的客户培
训会上，我们曾跟广大会员分享过报价的技巧。在这
里，我们大概总结一下：
技巧一：报价前充分准备。首先，认真分析客户
的购买意愿，了解他们的真正需求，才能拟就出一份有
的放矢的好报价单。有些客户将价格低作为最重要的因
素，一开始就报给客户接近自己底线的价格，那么赢得
定单的可能性就大。其次，作好市场跟踪调研，清楚市
场的最新动态。由于市场信息透明度高，市场价格变化
更加迅速，因此，出口商必须依据最新的行情报出价格
“随行就市”，买卖才有成交的可能。
技巧二：数字游戏。在百货商场，大部分的衣服
标价后两位数字是“98”，比如一件“498元”的上
衣，给我们的感受是比500便宜很多。所以，在报价
上，我们也可以玩数字游戏：
★ 报最小单位的价格。例如袜子报价，我们通常
报一双袜子的价格（$1.2USD），却不报一打的价格
（6双，$7.2USD），正是这个道理。因为整件报价
不易换算成单价，而且整件价目大，一时之间会给人
留下价高的印象。
★ 不报整数价。多报一些类似$1.216USD的价
格，尽量少报$1.2USD的价格。一来价格越具体，
越容易让顾客相信定价的精确性；二来我们可以在后
期讨价还价的过程中，将零头作为一个讨还的筹码，
“让利”给对方。
★ 让客户先报价。让客户先行报出可以承受的价
格也不失为一个好的探价、报价方法。
另外，报价前期对两个价格的了解会对下一步的讨
价还价帮助很大——第一个价格是同质产品在国内市场
的价格，第二个价格是对方市场类似产品的价格（对方
市场零售商的网站上能了解到大概的价格范围）。
评论
如何面对客户还价
价格报出去了，如果对方直接接受，那么恭喜您（这样爽
快的买家确实存在的哦）。很多时候，不管您的价格是否确实接
近您的实价，还是有很多买家不管“3721”，上来就先“砍”
你一刀。毕竟，价格是商人最敏感的信息。所以，在报价过后，
我们通常会收到类似的买家回复：“Sorry, we can not accept
the price you offered. It's crazy”。
如何催促对方下单
我们来看案例二，买家亮“刀”开“砍”
Dear Elsa,
We are in receipt of your letter of August 22 offering us 50 metric tons of the
captioned goods at RMB 3,700 per metric ton on the usual terms.
In reply, we regret to inform you that our buyers in Rotterdam find your price
much too high. Information indicates that some parcels of Indian origin have
been sold here at a level about 10% lower than yours.
We do not deny that the quality of Chinese kernels is slightly better, but the
difference in price should, in no case, be as big as 10%. To step up the trade, we
counter-offer as follows, subject to your reply received by us on or before 14th
September.
50 metric tons of groundnut kernels FAQ 1992
crop at RMB 3,550 per m/t CIF Rotterdam
other terms as per your letter of August 22
As the market is declining, we recommend your immediate acceptance.
Yours faithfully,
Vecent Jocbs
供应商对此亮出“盾牌”，坚决捍卫自己的利益：
Dear Mr. Vecent Jocbs,
While we thank you your letter dated 3rd September, we very much regret that
we are unable to entertain your counter-offer of RMB 3,500 per metric ton CIF
Rotterdam for the above mentioned goods.
We have to point out that your bid is obviously out of line with the price ruling
in the present market, as other buyers in your neighboring countries are buying
freely at our quoted price. For your information, the market is firm with an upward
tendency, and there is very little likelihood of any significant change in the
foreseeable future.
In view of the above, we would suggest in your interest that you accept our
offered price, i.e. RMB 3, 700 per m/t without any delay.
Yours faithfully,
Elsa Chang
评论
案例三
Dear Sirs,
We refer to our quotations of 16th September and our mail offer of 3rd October
regarding the supply of "Seagul pens.l"
We are prepared to keep our offer open until the end of this month and, as
this product is now in great demand and the supply rather limited, we would
recommend you to accept this offer as soon as possible.
Yours faithfully,
Jason Hu
如何面对客户的拒绝
作为业务员，最难过的，就是谈到最后，能让步的我们都
让了，客户最后对我们说不：”Sorry, we cannot give you this
order.”
这种情况下，千万不要放弃。必须要厚着脸皮，问客户被拒
绝的原因是什么。当然，绝对不能对客户的决定发表长篇大论，
对他的结论指手划脚：我倒，我这么好的价格给你，你居然不
要，什么意思嘛。我费尽心思给你打样，不知道给工厂讲了多少
好话，你最后的结果居然是不要，真委屈，云云尔尔。这种委屈
的心态是正常的。但是我们更建议这样与对方沟通：Dear Sir, I
understand your situation and thanks for all your efforts. But
could you kindly let me know the reason? Price, Delivery? Or
something else? 花了这么多的心血跟踪，即使没有成单，也能
对对方市场收获多一些了解。
有的客户会很诚恳，告诉你原因，是因为预算不够，发货期
不对，价格过高，或者其他什么原因的。针对不同的情况，当然
也要做不同的解释。
假如是预算不高，可以跟他讲，我们这个定单的量不是很
大，金额也不高。我们为这个单子也很费工夫，工厂也花了不少
成本和精力，是不是可以再争取一下。如果全部接受有难度，是
不是接受其中的部分，其他的留到明年一月（千万不要说到“以
后”，时间要明确些，不然人家会把你完全忘记的）。
假如发货期不对，可以问他们预计的发货期，跟工厂再争取
提前。
假如价格太高，问买家是否可接受类似但价格低的特价品
（提出替代品）。多强调产品特色。
总之，不到最后一刻，千万不要放弃，即使是放弃，也还是
要很客气地跟客户说再见，期待下次合作，平时也保持联系，不
要人家不给你单子，就一脚把人家踹了。
即使被拒绝，也不要低三下四地求别人或者辱骂别人，要不
卑不亢，有理有节。采购和销售是平等的，采购不比销售高贵。
做了采购，并不等于是老大，可以对别人指手划脚。
先做人，做好人，然后才能做个好商人。
有时候，业务员跟买家在价格上无法达到一致，谈到僵局的
时候，不妨换一个人（如老板）来与买家沟通。有时候，甚至不
一定是真正的老板，业务员也可以以老板的名义来跟对方继续沟
通，打破之前的僵局。
下面是我们会员的一个案例：
供应商Dan先生给买家的第一次报价是每扇门41美金。买
家之前索要了样品。
评论
如何面对客户的拒绝
作为业务员，最难过的，就是谈到最后，能让步的我们都
让了，客户最后对我们说不：”Sorry, we cannot give you this
order.”
这种情况下，千万不要放弃。必须要厚着脸皮，问客户被拒
绝的原因是什么。当然，绝对不能对客户的决定发表长篇大论，
对他的结论指手划脚：我倒，我这么好的价格给你，你居然不
要，什么意思嘛。我费尽心思给你打样，不知道给工厂讲了多少
好话，你最后的结果居然是不要，真委屈，云云尔尔。这种委屈
的心态是正常的。但是我们更建议这样与对方沟通：Dear Sir, I
understand your situation and thanks for all your efforts. But
could you kindly let me know the reason? Price, Delivery? Or
something else? 花了这么多的心血跟踪，即使没有成单，也能
对对方市场收获多一些了解。
有的客户会很诚恳，告诉你原因，是因为预算不够，发货期
不对，价格过高，或者其他什么原因的。针对不同的情况，当然
也要做不同的解释。
假如是预算不高，可以跟他讲，我们这个定单的量不是很
大，金额也不高。我们为这个单子也很费工夫，工厂也花了不少
成本和精力，是不是可以再争取一下。如果全部接受有难度，是
不是接受其中的部分，其他的留到明年一月（千万不要说到“以
后”，时间要明确些，不然人家会把你完全忘记的）。
假如发货期不对，可以问他们预计的发货期，跟工厂再争取
提前。
假如价格太高，问买家是否可接受类似但价格低的特价品
（提出替代品）。多强调产品特色。
总之，不到最后一刻，千万不要放弃，即使是放弃，也还是
要很客气地跟客户说再见，期待下次合作，平时也保持联系，不
要人家不给你单子，就一脚把人家踹了。
即使被拒绝，也不要低三下四地求别人或者辱骂别人，要不
卑不亢，有理有节。采购和销售是平等的，采购不比销售高贵。
做了采购，并不等于是老大，可以对别人指手划脚。
先做人，做好人，然后才能做个好商人。
有时候，业务员跟买家在价格上无法达到一致，谈到僵局的
时候，不妨换一个人（如老板）来与买家沟通。有时候，甚至不
一定是真正的老板，业务员也可以以老板的名义来跟对方继续沟
通，打破之前的僵局。
下面是我们会员的一个案例：
供应商Dan先生给买家的第一次报价是每扇门41美金。买
家之前索要了样品。
评论
11月21日，买家来信：
Dear Mr. Dan,
…We regret to tell you that we have received your package, but we weren't really
satisfied with the structure of the door because it doesn't look like the doors we
used to buy from our old supplier. So, we propose you USD34 for this type of
doors, if you accept, we are waiting for your new P/I amended.
We look forward to receiving.
Yours truly,
M.Mohamed
买家还价34美金每扇门，理由是对收到的样品不满意，并
搬出竞争对手做筹码。
11月21日，供应商回复：
Dear Mr.M.Mohamed,
……
The sample we sent to you is molded door actually. You can see the quality of the
door corner; the wood frame inside the door leaf is thick. The whole door looks
beautiful with the deep sharp molded groove.
After polish and painting, it will turn out beautiful. I enclose a picture of these
doors from my India customer. One of our Morocco clients ordered 1720pcs
molded door from us last month. So I am sure our doors will be sold well in your
market.
The door size you requested is 2150x920x45mm,which is not the standard door
size for us, which takes our more cost. The price we offered is based on the cost
and is reasonable. $41 is CIF Alexandria price. Now we can only give $40 CIF
Alexandria, it is really our last price we can accept.
……
Dan向对方解释对方索要的样品只是半成品，经过抛光和上
漆后，成品门会非常的美观，并附上成品图给对方了解。同时，
跟对方解释因为他要的门不是标准尺寸，所以生产的成本相对会
高些。同时，给对方信心——“这些门在对方市场销路不错”，
试图说服买家接受41美金的价格。
之后买家4天没消息，11月25日，供应商继续发了如下邮件：
Dear Mr.M.Mohamed,
I think you have received my last reply on Nov.21th. But I’m still looking forward to
hear from you.
Whatever, I want to know your idea. May I get the information of the doors from
your mentioned old supplier? Then I can make a compare for you.
USD 34 for FOB Ningbo price is ok, and it cannot go down any.
……
从这封邮件来看，Dan有点沉不住气了。主动提出FOB 32
美金是最低价格。
11月27日，客户发来回复：
Dear Mr. Dan,
We can only accept USD 34 CIF for this kind of doors.
If so, you can submit us your new P/I to permit us to open the L/C.
Remark: a several wood products and others kinds of products is keeping on
lowing in our market and others markets in the world, due to the financial crisis.
Feel free to contact us after reconsidering your price.
……
对方进一步要求，CIF 34美金。同时“威胁”Dan说此类门
的市场价格有所下滑。
11月28日，Dan回复：
Dear Mr.M.Mohamed,
Today we had a meeting to discuss your requirement of price. Unfortunately, your
request is not acceptable by our boss. CIF 34USD is lower than our cost already,
and as you know, the sea freight is not stable.
We want to do business with you, we don't want to lose this opportunity, but your
price is unacceptable.
No doubt, we can make superior quality of our molded door, which meets your
requirements. If possible, could you send me the door structure or picture,
which you ordered from other supplier before? We can give you our quotation
accordingly.
……
Dan搬出老板，说明自己很愿意跟对方做生意，但是经过开
会慎重考虑，公司不能接收这样的价格。同时，继续向对方索要
其之前提到的供应商的产品信息。这个信息告诉对方，我已经给
了你要求品质的产品的最低价格，对方如果提供更低的价格，那
么产品品质或其他方面应该有区别。
之后到11月30日无回复， 然后12月1日，Dan以老板的身
份用另外的邮箱给客户发了封邮件：
Dear Mr.M.Mohamed,
This is Andy Zhu, the General Manager of SLT Door, working with Mr. Dan Fan.
We had a meeting discussing the price you offered before.
After full calculation, $39 CIF is the lowest price we can offer based on the door
you requested.
Dan emphasized you are an honest and reliable businessman and you deserve a
special price. So I decide to offer $38 CIF price for you.
You have my word that you will be satisfied with the doors we provided and they
will sell well in your market.
I will let Dan to contact you soon.
Best regards!
Mr. Andy Zhu
General Manager
12月2日，买家回复：
Dear Mr. Dan,
Thanks your email.
We would like to tell you sincerely that the world economic situation is becoming
too bad and particularly in the some Arabic countries and consequently the price
of a several wood products is going down. For this motive, we couldn't to obtain a
reasonable benefit margen with the price suggested USD38.
Whether you are really interested in cooperating and keeping us as a new and
constant customer, we give you our final proposal of price, which we think will be
the middle solution between both companies USD36 CIF.
We wait your P/I in order to open the L/C with the price above mentioned.
……
至此，客户松了2USD，取了中间价，Dan回复对方老板答
应了。价格拉锯战以CIF36美金每扇结束。
报价与讨价还价就是一场互有攻守的心理攻坚战。在沟通
过程中体现出的专业、真诚以及“生意不成仁义在”的大度，
才是最能打动对方的。
评论
下面是笔者编译的一个匈牙利采购对中国供应商报价单的建
议，供大家参考。由于版面限制，就不再放英文了，只放译文。
作为一个采购商（买家），我必须告诉大家包含了所有相关
信息的报价单才是好的报价单。采购商的工作就是在最短的时间
内找到合适价格的产品和值得信赖的供应商。
对我而言，我完全可能会选择与那些报价完整的供应商合
作，即使对方的价格可能比同行高那么几个百分比。
完整的报价单应该包括：
FOB价格。这点非常重要！而且这个价格必须标明FOB港
口。打个比方，同样到欧洲，FOB Shanghai的价格就比FOB
Xiamen要高。
交货期。就我目前了解，跟我合作过的供应商没有一个做到
交货期准确：90%交货期延迟交货，10%提前交货。
包装详情。应该告知采购商重量、尺寸、体积、内容、材
料。然而包装信息是供应商通常都会忽视的地方。然而对于我，
以及其他大部分专业的买家来说，这些信息确实非常重要，我们
需要借助这些信息来计算运输成本。我们没有时间就这些信息反
复与对方确认了解。如果收到的报价单中没有这些包装信息，我
只会删掉该报价单，因为我没有时间再去要信息。
付款方式。付款条件应该跟之前协商好的完全一致。
衷心地希望中国供应商以后都能注意到这些要点。一份完
整包括了买家需要的所有相关信息的报价单，能为您赢得买家
的好感，帮助他下决心与您合作。而且对供应商而言，这也是
一个一劳永逸的工作
评论
常用句式参考
1. substitute n. 代用品 , 替代品
例句: We would suggest your accepting
Pattern No.45 as a substitute.
substitute v. 代替
以 A 代替 B 是 substitute A for B 或
substitute B by A 或 substitute B with A.
例句: If agreeable to you, we will substitute
Type No.15 for the portion undelivered.
substitution n. 代替
例句: We enclose an amended contract in
substitution for the previous one.
2. keep sb. posted (of)
随时告知某人(......)
也可以说 keep sb. informed (of) 或 keep
sb. advised (of)
例: Please keep us posted (or: informed,
advised) of any change in the situation.
3. approximately adv. 大约
在国际贸易中的通常习惯, about 指百分之五
左右, approximately 指百分之二左右.
4. meet sb. half way
各让一半，折中处理
例: Shall we meet each other half way?
5. reduction n. 减少
例: Buyers ask for a reduction in price.
6. in no case
决不, 无论如何不能 (加强语气)
如: The shipment should, in no case, be
made later than May.
7. counter-offer v./n. 还盘
例: The price you counter-offered is not in
line with the prevailing market.
There is no likelihood of the price going
down.
有时候“还价”也可以说成是bid.
8. likelihood 可能性
例：There is very little likelihood of any
signifi cant change in the foreseeable
future.
9. regret to do 很遗憾……
例：We regret to tell you that the price you
offered is not acceptable.
10. please note that 请注意
也可以这样说：Please be noted that.
11. fi rm price 实价
也可以说the bottom price.
评论
不错，很实用，学习 中！
评论
很好，继续哦，学习拉
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