价格谈判，是外贸谈判中的重要环节.

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谈判中存在两个角色，买家和卖家。

During a price negotiation, there're two rolls: Buyer and Seller.

价格谈判的目的是希望得到一个令双方都满意的价格，达成合作。

The purpose of price negotiation is to find a price that can satisfy both parties and close the deal.

很多买家将价格谈判放置首位，丝毫不谈其他问题。

Many buyers set the price as the first target in Business Negotiation, without mentioning any other aspects.

作为卖家，这是商务谈判中极为不好的局面。

As sellers, this is a very bad situation in Business Negotiation.

那么有没有什么办法解决这个问题呢？

So are there any solutions to this problem?

其实，我们有很多方向去分析和解决。

Actually, it can be analyzed and handled from many directions.

比如，我们对自身产品和本地原材料市场的认知程度决定着我们对自有产品价格定位的准确性。

For example, the depth of your knowledge regarding products and local market of raw materials will have a great impact on the accuracy of the price position of your own products.

关于产品，我们要清楚他的基本规格和用途，并精准定位自己的目标市场。

Regarding your product, you need be clear about its basic specs and usage and locate your target markets accurately.

此外，你还要清楚产品原材料的基本情况，包括价格走向，可能的替代品，属性区别等等。

Besides, you need be clear about the basic information of the raw materials for your product, such as the price trend, possible alternatives, and difference in characteristics, etc.

为什么要了解可能的替代品？

Why should we know its possible alternatives?

因为可能的替代品在很大程度上决定着你产品的价格竞争力。

Coz to a large extent the price competitiveness of your product depends on the possible alternatives.

不同的替代品有着不同的成本构成，如果你不知道这些替代品的存在，那么，你注定在价格战中吃亏，浑浑噩噩，不知其所以然。

Different alternatives share different cost structure. You'll definetely suffer a lot in price competition and don't know why.

为何要知道原材料的价格趋势？

Why should we know the price trend of the raw materials?

原材料成本会直接影响我们的销售。

The cost of the raw materials will have a direct impact on our sales.

很多人不去考证原材料价格趋势，导致拿下订单后因为在成本上亏大了而无法操作。

Many guys never check the price trend of the raw materials which always leads to the situation that the production cannot be arranged due to a great loss at the cost after closing the deal.

比如，我们对竞争对手的认知程度会影响我们在市场竞争中的战略调整准确性。

For example, the depth of your knowledge regarding your competitors will influence the accuracy of your market competition strategy.

为什么要知道竞争对手的情况？

Why should we know the situation of our competitors?

只有清楚竞争对手的真实情况，我们才能在谈判中做到游刃有余，有的放矢。

Only when we know the real situation of our competitors， could we negotiate with the clients skillfully and accurately.

比如，我们对目标市场情况的认知程度会影响我们判断客户语言真实性的能力。

For example, the depth of your knowledge regarding your target markets will influence your ability to judge the veracity of the words from your clients.

为何要了解目标市场情况？

Why should we know the real situation of our target markets?

了解目标市场可以让我们更加清晰操作环境，准确得针对性给出建议。

It will help us be more clear about the operation situation and give them advice accordingly and accurately.

当然，我们在谈判中的态度也很重要。

Of Couse, our attitude in business negotiation is also very important.

作为销售，我们大多数人有个通病。

As salespeople, most of us have a common problem.

每当谈判进入后期，我们急于成单，一直催促客户敲定订单,这样其实非常不好。

We always urge our clients to close the deal whenever the negotiation enters late stage， which is actually very bad.

谈判中保持淡定，给客户足够的思考时间。

We ought to keep calm in Business Negotiation and show our clients enough time for consideration.

也不要被客户的一些话激怒或者干蒙圈。

Don't get yourself angry or confused by the words from your clients.

作为专业的买手，有的时候，客户说的话就是为了刺激你，让你失去理智，做出错误的决定。

As professional buyers, sometimes the clients mean to stimulate your nerves and make you lose your mind so you make the wrong decisions.

比如客户说价格太高了，是别人的两倍。

For instance, your clients say that your price is twise higher than others'.

于是很多人开始怀疑自己公司的价格有问题，觉得没有竞争力,赢不了竞争对手。

Then， many guys begin to think that there must be problems with the price offered by their company and think it hard to beat their competitors.

别生气，冷静下来，问客户，你所说的价格针对的是那些具体规格？

Don't get yourself angry. Calm down and ask your clients which exact specs do they mean?

Mike曾经无数次提过，脱离产品的谈判都是扯淡。在之前的分享脱离产品，空谈价格，不死也难 和那些不靠谱的价格差比背后的真相 就提到过。

I have emphasized for many times that all negotiations beyond the products are bullshit.

在最近的视频课程里，Mike也更加具体的讲了在商务谈判中如何避免陷入单一话题，巧妙拿单。

In recent Education Videos, I also talked much more about how to avoid falling into a single specific topic in Business Negotiation and win the orders.