最近写了太多鸡汤，想必大家都腻了。那就来点干货吧，饱腹顶饿，不谈虚的。
刚好写书来到邮件这一章节，需要一些实际的案例，未来放到书中，昨天便在读者群里布置了个作业：
假设我是你的客户，当我在邮件中这么说：
Your price is high compared with what we got.
你会怎么回我？按实战要求，给我回封邮件。
这是一个真实的销售场景，每个货代销售都会遇到。
读到这里，建议你暂停下文的阅读，先试着尝试自己写一下答案。
从Dear Paul开始。
以下是群内读者的作业，按提交时间顺序排序。
从中你可以对比，发现各自的好与坏，总结自己的不足。
1.读者Skyler
如果是潜在跟进的客户，我会回复:
Dear Paul
Thanks for your prompt revert about the rate firstly.
This is the best rate for you, I promised. But I would like to cooperate with you sincerely。
Can I know what shipping lines and schedule do u get? Or what's ur target rate?
I will try to reach out more different options for u.
Thanks in advance.
如果是一直合作的客户，我会回复：
Dear Paul
Thanks for your prompt revert about the rate firstly.
There are different and lowest price in this industry. Some of agents will give you price lower than mine a lot for malicious competition.
Adhering to the principles of honest operation and future win-win, that is the best price that I can offer you.
But can I know more about rates and shipping lines of other agents? Let me analyze the options is reliable or not for you.
2.读者瑞淅
Dear Paul
Thank you very much for your comments on our shipping rates.
We understand your concerns and realize that price is a key factor in a competitive marketplace. However, our pricing is not simply a comparison with our peers, but rather a combination of factors.
First of all, the quality of service is guaranteed. Our team is professionally trained to handle a wide range of complex logistics needs, providing you with on-time, safe and reliable transportation.
The second is cost transparency. Our quotes include all necessary fees and there are no hidden costs. We believe that a transparent pricing policy builds long-term customer trust.
Thirdly, there is the provision of value-added services. In addition to basic transportation services, we offer a range of value-added services, such as real-time tracking, customized packaging, and professional customer service, all of which are designed to ensure that your shipment reaches its destination smoothly and efficiently.
We are always committed to building long-term relationships with our customers. Therefore, we would like to discuss with you how we can optimize costs through long-term contracts or volume transport agreements.
Yours sincerely.
3.读者Jimmy
我结合自己的空运货代背景，把我的处理这种问题的思路分享如下：
价格贵了是比较笼统的结论，为有针对性解决客户反馈的问题并及时提供支持，一般需要先确认清楚客户反馈的价格贵司，比较的基础是否针对同服务而言(以空运为例，就算同家航司的空运服务，不同飞行路径价格也是不同的) 或者 仅仅是说总价贵了？
Thank you for informing me that our solutions are a bit expensive than those provided by other competitors.
In order to provide you with effective support in a timely manner, could you kindly confirm that the high price means that the solution we provide is exactly the same service as that of competitors but my price is more expensive or that we provide different services from competitors but the total price of our solution is more expensive?
If it is the first situation(some service and route) , as general . the prices provided by airlines to different freight forwarders will not differ too much.
meanwhile, consider both of us are long-term partners, if I give up the profit can help you to win the booking , I can give up the profit share to support You in this special case.
If it is the second situation, that is to say , the customer is sensitive to price but can accept slow service, then we can find a feasible solution based on the customer's requirements.
Your Comment please.
4.读者Nick
我之前也遇到过客户拿着成本说要匹配这个价格。但考虑不赚钱，就没确认代理的价格。我是这么回复的：
Dear Paul
Thanks for your information.
There are many Carriers can be chose in the market. The O/F cost is different for each forwarding company.
Maybe our costs are higher than others.
I will have our business colleagues check other good prices.
Regards
Nick
我的思路
Your price is high compared with what we got. 客户抱怨你的价格比收到的贵。
决策上，有三个信息点：
- 有竞争对手，处于不利地位。不过有待验证，也可能只是客户试探，要你降价。
- 虽然消息不怎么好，但客户还愿意回，换句话说，客户给了你再次争取的可能。
- 情况不是特别差，从语气上可以判读。客户没有说你的报价高的离谱，比如Sky high，too high 之类。
一句话，还有机会。别碰到客户这样的拒绝，就不管不顾了。
流程上，处于谈判环节。
谈判有个万能表达：动之以情，晓之以理，诱之以利。一个如果不够，就组合使用。
按此公式，便有回复的思路和逻辑。
1. 动之以情：
感谢客户的回复，承认不同供应商之间价格有差距的事实，但是每家公司服务都有各自的优缺点，不可能一样，需要客户的理解。
2. 晓之以理：
为什么你会价格高？强调理由与自身的优势，这方面需要充分的证据和理由以支撑。所谓以理服人，不然就是空话。
3. 诱之以利：
要客户接受高一些的报价，需要给客户一些添头、利益、诱惑，这样东西利用的是营销心理学中人性的弱点，以让客户扣动成交的扳机。
四个读者，或多或少都在这三个方向上做了一些尝试。
只不过，每个人在具体阐述上不同，或多或少犯了一些错误，导致最后的结果可能不会那么尽如人意。
我斗胆做一定的批复和指正。
动之以情
每个人的第一段都是感谢客户的反馈，动之以情的开始。
从邮件简洁度上说，我推崇Nick的回复。简短的一句感谢就行了，Jimmy的句子过于冗长。
瑞淅的Thank you very much，语气是不对的，有些假。你喜欢客户说你价格高吗？不喜欢嘛，就没有必要非常感谢，真诚就好。
Skyler
This is the best rate for you, I promised. But I would like to cooperate with you sincerely。
以及Adhering to the principles of honest operation and future win-win, that is the best price that I can offer you.
瑞淅
We understand your concerns and realize that price is a key factor in a competitive marketplace. However, our pricing is not simply a comparison with our peers, but rather a combination of factors.
Nick
There are many Carriers can be chose in the market. The O/F cost is different for each forwarding company.
Maybe our costs are higher than others.
这三者是动之以情的进一步阐释，或彰显真诚，或示弱，或感同身受。
Skyler的表述在于语气太直接生硬了，尤其是best这个词的滥用，不足以打动客户。任何时候，所谓best rate或者service都是相对的，也应该出自客户之口，而不是总自己去提。
There are different and lowest price in this industry. Some of agents will give you price lower than mine a lot for malicious competition.
这一句的错误虽是友情提醒，但是客户大概率不会接受。因为这带有质疑客户的情绪，客户会想，合着我一直跟骗子合作？之前跟他们合作过，也没有问题啊，客户是不会承认错误的。另外，也有诋毁同行的嫌疑。你做不到，不代表同行做不到。
瑞淅的表达句式总体相对专业，不过相对欠缺一些温度，尤其是那个转折词However，语气很强烈，建议用Just代替。
Nick的句子相对口语化，最后一句的Maybe 这个词不合适，摇摆的语气，会有不承认自己价格高的嫌疑。
晓之以理
这一部分，只有瑞淅和Jimmy有表述。
瑞淅
采用的是自我证明式思路。我的报价贵些，因为：
1. 服务质量有保证
2. 运价透明不做假
3. 能提供增值服务
从结构上来说，是一个很好的表述，所谓条分缕析。
不足之处，在于论证不足，不足以让客户相信。“理”的不明。
比如，第一条论证服务质量有保证时，Our team is professionally trained to handle a wide range of complex logistics needs, providing you with on-time, safe and reliable transportation. 我们的团队受过专业培训，能处理一序列复杂的物流需求，提供及时，安全，可靠的运输。
不觉得这样的表述太宽泛了吗？空话，言之无物。
至少需要量化或者可视化，比如操作团队有多少人，标准流程SOP与售后处理，成功案例与客户证言等。
这些直接的东西，才能真正打消客户疑虑，让客户相信你值得这些高报价。不然，就是个广告啊，对吗？
另外，就论据而言，要准确。第二条报价透明和第三条增值服务都不是运费报价高的理由。
Jimmy
采用的是向客户求证式思路：
您看下是由于采用不同的航司我们的单价贵，还是说相同航司下我们的总价贵？
潜台词：你说贵，总得告诉我们贵在哪，我们才好想办法解决。
这种思路的好处在于让客户冷静下来，变得理性些。
坏处在于面对同行或者代理时居多，不大适用于直客。
船公司也好，航司也罢，直客不会太过在乎具体的承运人，一般只关注总价。一部分客户不清楚这些承运人，都懒得回你。另一部分，你提醒他，倒给了他下次比较的可能了。
就结构化表达来说，Jimmy做的不错。不过，如果面对的是直客，还是句式内容的问题，邮件需要简洁，太长了，没有看下去的欲望。
诱之以利
这其实CTA，Call To Action号召行动，Pull the trigger.
很遗憾，四个读者都做的不到位。
Skyler的引导部分，在于问客户目标价，之前提到过多次，这是比较冒犯客户的行为。站在客户角度上说，对竞争对手是不公平的，他没有义务告诉你，你这样问，不大专业。
瑞淅的收尾犯了一个很多新手会犯的错，就是用了太多重复且泛泛而谈的句子，对客户来说没有刺激点，完全是多余的。
Jimmy是唯一做的不错的，提到了愿意牺牲利润，降价帮客户赢得订单。不足之处，在于诱惑不足够。
Nick说让其它同事帮忙查下有没有其它选择，说了没说。客户会想，有低价，你为什么不早说？
诱之以利，关键在与客户利益相关的诱惑，需要直接，痛快，让客户难以拒绝。
比如：找个合适的理由，直接降价到多少；还赠送一个价值几百美元的抵扣券等；优化付款方式，可以货到目的港付款，给账期；自上门去监装；可以免费做……
写在最后
基于以上思路，以下是我的答案：
Hi Paul
Thank you for letting me know.
I believe our pricing is reasonable and moderate, whilst comparing apple to apple.
The relatively high price is because of 3 reasons.
1. 保证仓位
2. 航程较短
3. 服务质量
这些需要针对性的提供更多的详细说明，需要支撑证明。
比如如果是保证舱位，把船公司的官方船期截图下来。航程简短，也不能是大概几天，而是提货，报关，运输，清关等，给客户一个TimeFrame。至于服务质量，前面说过，要Presentation（案例。证言，货运报告等）。
Well understand budget is indeed a key factor for you，attached are the other proposals.
So if its schedule is ok，booking before July 10，with the rate only @ USD ….，. Shall we ?
Freight collect is accetpable.
文无第一，一家之言。
并不是我的批复就一定是正确的，也并非最后的这个所谓模板就是范文。
具体还是要看各自的客户与当时的销售场景。
找到最能打动客户点，去沟通，去证明，去引导，把邮件提炼得更加简单和舒适，用词也更加地道，才是最主要的。
