外贸Google Ads竞价推广费用谈判指南：5大维度助您拿下订单
外贸行业有句行话："生意由曝光、点击、反馈与转化四部分组成"。前三步是引流过程，而真正的订单成交关键在于转化环节。价格谈判作为转化核心，直接影响最终成交结果。
There's a saying in foreign trade: "Business consists of four parts: exposure, clicks, feedback and conversion". The first three steps are traffic acquisition, while the real deal closing depends on the conversion process. Price negotiation, as the core of conversion, directly affects the final transaction.
01 客户背调：谈判的基础 | Customer Background Check: The Foundation of Negotiation
四大关键点：
- 真实性验证：确认客户主营类目，排除竞争对手
- 可靠性评估：分析客户职位、购买力、市场定位等
- 竞争性分析：通过海关数据查询潜在竞争对手
- 可行性研究：长期跟踪成为客户"知己"
Four key points:
- Authenticity verification: Confirm customer's main business category, exclude competitors
- Reliability assessment: Analyze customer's position, purchasing power, market positioning, etc.
- Competitive analysis: Query potential competitors through customs data
- Feasibility study: Long-term tracking to become customer's "confidant"
02 价格谈判策略 | Price Negotiation Strategies
应对价格敏感客户：
- 使用competitive/reasonable/workable等价格形容词
- 明确询问"比谁高？高多少？"
- 提供5%折扣换取客户承诺
For price-sensitive customers:
- Use price adjectives like competitive/reasonable/workable
- Clearly ask "Higher than whom? How much higher?"
- Offer 5% discount in exchange for customer commitment
03 质量谈判策略 | Quality Negotiation Strategies
产品痛点分析：
重点查看客户网站的Home/Product/FAQ/About us等页面，分析B2B平台客户评价(DRS系统)，主动向客户请教市场反馈。
Product pain point analysis:
Focus on checking customer website pages like Home/Product/FAQ/About us, analyze B2B platform customer reviews (DRS system), and proactively ask customers for market feedback.
04 专业报价书撰写 | Professional Quotation Writing
七页标准结构：
- 企业标识与场景
- 企业优势展示
- 产品详细参数
- 建议报价列表
- 服务细节确认
- 各项保障条款
- 企业认证与愿景
Seven-page standard structure:
- Company logo and scenarios
- Company advantages
- Product specifications
- Suggested price list
- Service details confirmation
- Various guarantee terms
- Company certifications and vision
05 问题诊断与解决 | Problem Diagnosis and Solutions
针对不同谈判阶段提供定制化解决方案，包括客户背调工具推荐、价格谈判话术模板、质量证明文件准备等实用技巧。
Provide customized solutions for different negotiation stages, including recommended customer background check tools, price negotiation scripts templates, quality certification document preparation and other practical tips.
