不寻常的外贸通杀神技！Mike不外传的谈判杀手锏

永远不要问客户的目标价，这会把谈判拉进客户的预设陷阱。如果你是一个外贸新人，或者你不精通谈判，即便拿下订单，你也会失去大多数订单利益点，订单也便失去了意义。因为订单就是为了赚钱，谈判就是为了扩大利益，减少操作风险。

Never ask the target prices from your clients， which will pull yourself into the clients' pre-set negotiation traps. If you are a newcomer in foreign trade, or if you are not skilled in negotiation, even if you get orders from your clients, you'll lose most of the points of interest in the trading terms. And then, the order also lost its meaning. Because the orders are taken to get profit, and negotiation is done to enlarge the benefits and reduce operational risks.

通常，无论你提供的报价或高或低，买家都会说贵，因此，你可以在先听听买家的想法，进一步了解他的心理状态和采购意向，找到客户真正的关注点，这将非常有助于你赢得谈判，拿下订单。

Generally, no matter the prices you offer are high or low, the buyer will always say "It's too expensive". Therefore, you can listen to the buyers' ideas first, to further understand his mental state and purchase intention, to find out the clients' real concern, which will be very helpful for you to win the negotiation and get the orders.

谈判在持续进行，无论结果如何，提出第一个让步的人肯定处于不利地位，因此，你必须保护自己,不要犯这个错误。有时，客户提出的条件可能比你想要提出来的条件好，在这种情况下，你已经是一个胜利者。

学会倾听客户是非常重要的！

Business discussions are ongoing and whatever the outcome of the negotiations will be, those who make the first concession will be certainly at a disadvantage. Therefore, you must protect yourself from such mistakes. 

Sometimes, the conditions offered by the clients may be better than the conditions you want to propose, in which case you are already a winner.

It's important to learn to listen to your customers.

在谈判的大部分时间里，你可能很难闭口不言。然而，一旦你有效地利用谈判中的沉默，你或将从这次谈判中取得胜利, 赢得客户的订单。这就像你在跟客户谈价格，客户几天不回复，你便坐不住了，发邮件打电话，主动降价，这是一个道理！

It can be hard to keep your mouth shut for most of the time in negotiations. However, once you use the silence skill effectively in negotiations, you may win the negotiations and get the orders from your clients. Just like you are discussing the price with your clients, you may call or mail them and give them a much lower price directly if you get no response from them for days. So it works both ways.

大多数情况下，这种情况的结果就是其中一方主动做出让步来打破令人不安的沉默。但是话说回来，用的好就得到订单，用不好就失掉订单，会不会用，那就看你的能力了。

In most cases, the result of such a situation is that one of the parties makes concessions to break the uncomfortable silence. But then again, if you use it well, you will get the orders. If you use it badly, you will lose the orders. That depends on your ability.

价值传递是Mike在Mike外贸说中反复强调的一个谈判点。在谈判时，你不仅要对客户的关注点深入了解，而且要懂得如何贴合对比客户的关注点，传递价值，引导谈判。

The transmission of values is a negotiation point emphasized repeatedly by Mike in Mike's foreign trade theory. In negotiation, you should not only have a deep understanding of the clients' concerns, but also know how to match and contrast the clients' concerns with your situation, so as to deliver value and guide the communication process.

不要总是把谈判限定在价格上，要学会多话题谈判。重点是，要学会传递价值，在谈判中引导客户，才可能获得订单，获得更多利益。

Don't always keep yourself in price negotiations, learn to use multi-topic negotiations. The point is that you must learn to deliver value and guide customers in the negotiations. And only by this way, can you get orders and get more benefits.

良好谈判的最佳部分是能够说服客户接受你对该交易的最佳期望。所有的价值传递都是关于为了引导客户做你期望的事情。

The best part of a successful negotiation is to be able to convince the clients to accept your best expectations for the deal. All value delivery is done to guide the clients to do what you expect. 

当你多次与客户谈判未果后，客户一定会提出自己的要求，这个时候，千万不要单方面让步，一定要有交换条件。

When you fail to negotiate with the clients for many times, the clients will definitely express his own terms. Make sure that you don‘t make unilateral concessions. Add your terms as exchange.

你必须让对方明白，每当他们要求某些东西时，他们就必须给予回报。否则，对方只会一味地索取，得寸进尺。而最终结果只会是，客户得到了自己期待的所有利益，而你失去了自己渴望的所有利益。

You must let them understand that whenever they ask for something, they have to give something back. Otherwise, they will keep asking something else, time after time, more and more. The end result will only be that the clients get all the benefits they want and you lose all the benefits you desire.