沉痛教训:定单最终失败的整个过程

2017-01-06 14:55

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编辑 : 应用销售技巧

    以下分享下我个人失败的做单过程…希望能得到各位大虾的帮忙指正,吸取失败教训,再接再厉。

    在十月份我们送过样板给这个客户,因为某些技术问题我们的样板rejected 啦,需要重新再送样,但是因为最近开始原材料的价格有很大幅度上调,因为这样客户在这里开始和我们纠缠,但是还是很有合作的诚意的,不过因为我们老板对价格的不让步,或者是我的邮件写是、得实在有够烂的,种种原因导致这个客户就这样的没啦。

    整个过程如下:

    Dear Vince,

    We are sorry to the bad news on the last samples.

    You know,I do not mean to argue about the price and quality standard.  I just want to point out that we did not receive proper supports for the last trail and that there are communication problems from my side. 

    Anyway, it is perhaps the best to stop all arguements and move forward.

    Most important, before moving forward, I would like to get one issue straight. The message I get from your UK collegue is that he does not want to move forward on the cooperation.  He mentioned that: “We are therefore rejecting the samples and do not consider it worthwhile for

    Chung Hing to resubmit revised samples.”

    If so, we can just stop everything here and save each other a lot of  works.

    I appreicate vey much if you can let us know Tyco's intention on future cooperation.

    Best Regards,

    Wallen

    这样写出去之后客户过两天也回了以下一大段的内容,还送了golden samples给我们作为参考,很够有诚意的啦。

    Dear Wallen,

    Since it has become apparent to us that the Chung Hing samples were not your best product and were not based on xxxx (customer company) sample transformers, I propose the following:

    1. If you wish to have another opportunity to move forward, I will arrange for xxxx (customer company) drawings and samples for both transformers to be shipped directly to you. This will allow you to quote for an equivalent product. If you, or your engineers, then have any questions about the product you can contact me directly for clarification.

    2. If further samples are offered by Chung Hing, xxxx (customer company) should be informed of any deviations from specification. If the engineer's report with the last samples had identified the discrepancy in the primary lead wire type this would have been acceptable for an initial sample. As no notification was made it was assumed that the material control was unacceptable - see also item .

    3. If alternate suppliers and materials are specified for safety critical parts, then these must be identified in the specification along with UL certificate numbers. The specification of "or other source" is not acceptable.

    Please also note that the height of the toroid is critical and cannot be increased. Additionally, the metal plate must be indented so that the fixing screw head is contained within the overall height of the transformer. Please let me know if you wish to continue and I shall arrange the necessary documentation and samples when I return from holiday .

    Best regards,

    Vince

    毕竟我们工厂的产品还是不错的,所以客户一直在联系我们,并且很乐意在技术等各个方面提供帮助.

    Hello Wallen

    Pls discuss with your team to pay attention below issues and prepare related material /resource /tester to rebuild the samples, if many questions, pls advice, Tony(the customer’s engineer) and I will full support this project.

    Best Regards,

    Vince

    Hello Vince,

    Thanks for your kindly support in advance,we will discuss with our engineers and come back to you in our early time.

    Best regards.

    Wallen

    Hello Wallen,

    Pls take this good opportunity to rebuild your samples basing on the golden samples and latest specfication.  
    any problem let us know.

    Thanks

    Tony

    但是都过了两三天还没有见他寄出他的golden samples 和 latest specfication。

    Dear Tony,

    Thanks for your help once again, the instructions are noted .  Please make sure that the written latest specification/BOM will be sent to us in your early convenience time.

Thanks & Regards,

    Wallen

    Dear Vince,

    How are you? Hope a good vacation to you.

    Kindly please advise your sample and Spec. status to us.

    Looking forward to hearing from you.

    Tahnks & Best regards

    Wallen

    Dear Wallen,

    Sorry for the delay in sending the samples, we have recently received a new batch of parts.

    I have arranged for dispatched of two sample transformers today: one off part 2000636 (to drawing M2000636 issue 1) and one off 2000637 (to drawing M2000637 issue 1).

    Please find attached the specification drawings - if you require any further information please do not hesitate to contact me.

    Best regards,

    Vince

    一直联系都是比较好的,由于原材料的价格调整,产品的价格开始出现问题啦,把整个情况大概和他说了一下,希望能可以继续发展下去呀。

    Dear Vince,

    We acknowledge that we have received the samples today with many thanks!

    As of the coming Novembert, market price for M6 lamination steel (raw material) will be increased to USD5.00/ kg as a result of price rise initiated by AK steel. The price of M6 fifteen months ago is USD1.30/ kg only.  The increase in the material price is well more than we can bear.  In fact, the current sales price for the 2 items will not be sufficient to pay for raw materials used.

    By reviewing the material from the latest drawings, the material cost is increased.  Therefore, we should adjust the prices and will send the revised quotation to you within a couple of days.

    Thank you for your attention and kind understanding to this matter.

    Best regards.

    Wallen

    Dear Wallen,

    We understand current metal raw material market trend, but I hope to get best price from ChungHing this time. (因为之前第一次送样的时候已经报过价的,客户要求更好的价格)。

    Wait your quotation ASAP.  Then we can make final decision.

    Thanks.

    Vince

    Dear Vince,

    Please kindly note that here below is the revised quotation for your consideration:

    p/n : M2000636

    Unit Price : USD5.82

    MOQ: 10,000pcs

    p/n : M2000637

    Unit Price : USD15.250 (based on the cost of lamination steel USD5.0/kg)

    MOQ: 5,000pcs

    Should you have any comments, please let us know.

    Best regards.

    Wallen

    Dear Wallen,

    Thanks for your updated quotation.  But this quote is too hight than last final, please kindly check and confirm if you can quote a more competitive unit price.

    Awaiting for your prompt reply.

    Thanks.

    Vince

    然后就价格问题,我和经理说后,老板给的最低价格第限出来。我只希望客户可以接受我们的报价呀,但是工厂就是工厂,有时候觉得自己也无能为力呀。毕竟在价格方面还是老板全权拿主意,不过也怪经验不足,开始报的价格太接近老板的底限啦。所以啊,教训惨重啊。

    也正是这样的价格,导致这个产品的定单就这样的非走了。

Dear Vince,

    I have just talked to our manager and made a updated on th price according your order quantity as the the raised of raw materials caused .Please kindly note that the below revised quotation for your consideration again.

    p/n : M2000636

    Unit Price : USD5.420    order 10,000pcs

    Unit Price : USD5.220    order 15,000pcs

    p/n : M2000637

    Unit Price : USD14.750  order 5,000pcs

    Unit Price : USD14.250  order 10,000pcs

    Should you have any comments, please let us know.

    Best regards.

    Wallen

    Dear Wallen,

    Thanks for your kindly revised quotation. But we are sorry to inform you that the quotation is still too high, we can’t accept these unit price. We will check in our side and will confirm if the samples really need.

    Best regards.

    Vince

    过了好几天一直没有见有任何的回复,说也奇怪客户根本就不想在价格和我们作过多的纠缠,几天后经过电话给客户,确认后此产品的定单正宣布失败。就这样的玩完了呀。55555555 不仅仅这样啊,看下面的邮件,客户还要我们寄回他的golden samples.真是衰到家啦。不过就算是这样,跟客户还是要客气的,毕竟大家都努力过。希望以后还可以合作,礼貌还是得要的。嘿嘿嘿………下次再努力过,还会有机会的( 无奈的安慰下自己)

    Dear Wallen,

    Thanks for your updated quotation and you effort again, I would like to recall Andy's spec. and samples from you.  Could you pls arrange the delivery to me with below address:

    Xxxxxxxxxxxxxxxxxxxxx

    Xxxxxxxxxxx

    Thanks a lot.

    Best regards.

    Vince

    Dear Vince,

    Nice to talk with you this morning.

    As you requested, the samples of M2000636 and M200637 will not be sent to you. In the meantime, we have already sent back the 4pcs golden samples to you accordingly.

    We sincerely look forward to the pleasure of working with you.

    Regards,

    Wallen

    由此失败的经历来看。我还是觉得自己的水平太差,没有技巧拉回这个客户啊。