许多外贸人在与客户沟通时，常常处于被动状态——客户问，我们答。虽然这种方式没有错，但如果我们的回答无法满足客户的期待，很可能会导致客户中断联系。要掌握主动权，仅仅关注客户提的问题还不够，还需要学会分析客户的需求和痛点。
比如：通过海关数据发现，之前客户与老供应商一直贸易往来，为什么客户会想更换供应商？
原因可能包括以下几方面：
- 价格：现有供应商价格过高或成本效益低下。
- 质量：产品质量无法持续稳定地满足要求。
- 售后服务：无法及时响应客户问题。
- 业务支持：缺乏灵活性或有效的配合。
- 人员问题：沟通不畅或信任缺失。
我们细细分析一下。价格通常是客户更换供应商的重要原因，但并不是唯一因素。如果在与客户的沟通中没找到答案，我们可以询问一下。
- 询问话术： “Could you please provide more details regarding the quality issues? Once I have the specifics, I’ll be able to identify the cause, and we can take steps to prevent these issues during our collaboration.”
- 客户的回复：“The contact points with the main unit show significant wear, to the point of deformation. There are frequent data transmission errors, and the connection points between the plastic and the main body often break. Additionally, the joints are very rough in texture.”
其实客户的回复已经很明显的指出问题所在了。作为专业的供应商，我们只需要分析原因，然后进行求证即可，不必急于的表现自己产品。
- 求证话术：“The severe wear and tear is likely related to the material quality, don't you think? The data transmission errors may be due to issues with the processing, leading to poor contact. The roughness and lack of precision in the joints seem to stem from insufficient attention to process details. You’ve likely already analyzed these issues, and it’s important that they continue to improve in these areas.”
当我们掌握了客户的问题后，可以通过展示自身优势来打动客户。例如：
- 我们的原料采用严格的行业标准，每批次原料都经过严格检测，并附有详细检验报告。
- 我们的产品在出厂前会进行多项实验，确保性能符合客户预期。
- 因为我们的质量要求较高，不追求生产过低成本的产品。以往低价产品常伴随较高的售后成本，不仅影响客户品牌，还增加了市场维护难度。这种影响并不是便宜几毛钱可以弥补的。
这样一整套的铺垫下来，后期再谈价格时会好很多。如果后期谈了几轮后，客户还是一直在纠结价格方面，我们可以这样说 “Based on your reasons for switching suppliers, it seems that both you and your clients prioritize quality. If we can avoid the significant issues faced with your previous supplier, which would save you additional costs, do you still find our pricing high?
You've tested the samples, and the results were excellent, so I trust you have confidence in our products. Here's what I propose: I’ll request a discount for this batch, but future orders will be at the original price. Once you’ve used our products, you’ll see the value firsthand.”
这种方式既能展现灵活性，又能引导客户关注产品的价值，而非单纯的价格。
谈判的核心不仅在于传递信息，更在于通过对话获取客户信任。有很多外贸人认为并不能获取到这部分信息，这就是谈话技巧的问题了。以下是一套简单的对话逻辑供参考：
- Q: Can you make this product?
A: Yes, we can. Let me show you some similar products we’ve made in the past. Have you been sourcing this product consistently, or is it a new development?
- A: We’ve been sourcing it consistently, with an annual volume of .
Q: So, didn’t you used to source this product from China?
- A: Yes, that’s correct.
Q: This product requires tooling and R&D, and since the standards have changed a bit, the cost is higher. The fact that you’re now looking for a new supplier—was it due to issues with the old supplier?
- A: Yes, that’s right.
Q: Could you share the specific issues you encountered?
通过引导式提问，逐步获取更多有价值的信息，从而为下一步沟通奠定基础。
邮件开发不仅是技巧的运用，更是一个持续优化的过程。将这些思路融入到你的日常开发中，结合实际业务情况，不断调整话术和策略，才能真正提升开发效果，赢得客户信任与合作机会。
