销售话术|价格谈判时话术

销售话术|价格谈判时话术
2021年08月17日08:27:17 0 925

销售话术|价格谈判时话术

Sales speech | price negotiation time

产品的供货价格,往往是双方最为关注的话题。卖方想获取较高的利润,买方希望有效地减低购买成本,在价格的谈判上,双方往往会针尖对麦芒,进入艰苦的拉锯战。

The price of the product is often the topic of greatest concern to both parties. The seller wants to obtain higher profits, and the buyer hopes to effectively reduce the purchase cost. In the negotiation of the price, the two sides often point to the stalking battle.

工业品企业一般有三种报价策略:

Industrial products companies generally have three quotation strategies:

一. 成本导向定价法

I. Cost-oriented pricing

基本逻辑:首先确定产品的销售量;然后计算出产品的单位成本和利润目标;最后确定产品价格

Basic logic: first determine the sales volume of the product; then calculate the unit cost and profit target of the product; finally determine the product price

 

基本方法:

basic method:

成本加成定价法

Cost plus pricing

目标收益法:

Target income method:

如通用汽车公司采用的就是目标收益定价法,该公司在给公司定价时,规定要达到1520%的投资利润

For example, General Motors adopts the target revenue pricing method. When the company is pricing the company, it is required to achieve 15-20% investment profit.

目标利润价格=单位成本+(目标利润率×投资成本)/销售量

Target profit price = unit cost + (target profit rate × investment cost) / sales volume

利弊:

Pros and cons:

有利面:比较简单,明了,便于管理。对企业赢利能力的把控较为准确。

Favorable side: relatively simple, clear, easy to manage. The control of the profitability of the company is more accurate.

弊端:撇开市场及客户因素,定价难以准确。在实际运用中不具有灵活性。 

Disadvantages: Given the market and customer factors, pricing is difficult to be accurate. There is no flexibility in practical use.

二. 竞争导向法

Competition-oriented approach

依据竞争对手的定价情况,横向比较与竞争对手相比,自己的优劣来制定出具有竞争力的价格。

According to the pricing situation of competitors, the horizontal comparison compares with the competitors, their own advantages and disadvantages to develop a competitive price.

产品价值与客户关系强于对手:定价高于竞争对手。

Product value and customer relationship are stronger than rivals: pricing is higher than competitors.

产品价值高于对手,而客户关系不如对手:定价与竞争持平。

Product value is higher than the opponent, and customer relationship is not as good as the opponent: pricing and competition are the same.

产品价值低于竞争对手,而客户关系强于对手:价格略低于竞争对手。

The value of the product is lower than the competition, and the customer relationship is stronger than the opponent: the price is slightly lower than the competitor.

产品价值和客户关系都不如对手:放弃报价。

Product value and customer relationship are not as good as the opponent: give up the offer.

 

三. 成分价值定价。

3. Pricing of component values.

依据该产品所带给顾客的每一个附加利益推定顾客所认知的价值,并在此基础上确定该产品的价格。

The value perceived by the customer is estimated based on each additional benefit that the product brings to the customer, and the price of the product is determined on this basis.

例图

examples

三. 成分价值定价。  3. Pricing of component values.

设计利得和损失

Design gains and losses

在销售一些高品质的产品时,经常使用的推广策略并不是向客户介绍这些产品的优点以使其产生购买欲望,而是要向他们说明如果不购买的话会损失些什么 

When selling some high-quality products, the promotion strategy that is often used is not to introduce the advantages of these products to customers to make them want to buy, but to explain to them what will be lost if they don’t buy them.

 

掌握了这三种定价策略,我们就可以有的放矢向客户报价了。当客户对价格提出疑议时,我们又该如何应对呢?

With these three pricing strategies in hand, we can target the customers. When customers question the price, how should we deal with it?

价格谈判中的基本话术

Basic speech in price negotiation

价格谈判中的基本话术  Basic speech in price negotiation

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