Coping skills of different customer types in price negotiation!

In foreign trade, every customer is unique, and their priorities vary widely: some focus on quality, others on price, some care about lead times, and others value customization. If you can accurately identify what each customer truly cares about during communication and negotiation—and tailor your approach accordingly—your chances of securing the order increase significantly. So how should you handle different types of customers? Let’s take a look at some common customer types and the strategies to deal with them:
 

 
1. Quality-First Customers
 
Although most customers emphasize the importance of quality during initial conversations, those who truly prioritize quality above all else tend to show distinct characteristics:
 
- They avoid discussing price and focus on standards.
 
We once met an American customer at a trade fair who spent the entire conversation discussing product performance and standards—such as fire resistance duration, surface smoothness, and safety pressure—and never once mentioned price. The customer made it clear: only if those quality requirements were met would they move forward with further discussions.
 
This customer later visited our booth and requested a factory tour to review the production process. Ultimately, the order we received was not priced at our lowest offer—but the profit margin was still considerable.
 
Customers like this aren’t being “overly generous.” On the contrary, they fully understand that “you get what you pay for,” and they won’t sacrifice quality just to save money.
 
- They give vague responses to pricing.
 
Even when they ask for a quote, this type of customer typically won’t comment directly on whether it’s good or bad. Instead, they may instinctively distrust very low prices, suspecting corner-cutting or inferior materials.
 
Strategy: If the customer hasn't brought up pricing, don’t be too quick to quote. Start by asking questions to uncover their real concerns. Build trust by addressing technical, service, or delivery-related needs first, and only discuss pricing when the time is right.
 
2. Price-Driven Customers
 
These customers don’t ignore quality, but once basic quality requirements are met, their priority is getting the lowest price.
 
They will first assess whether you can meet their target price, and only then evaluate whether your quality meets the minimum acceptable standard. These clients tend to be skilled negotiators, with long decision cycles, and won’t place an order easily.
 
If you give in to price cuts too early, they’re likely to continue pushing for more discounts in the future. That’s why it’s important to avoid getting caught in a one-dimensional price war from the beginning.
 
Strategy: Once you’ve confirmed the customer’s background and buying capacity, shift the focus to delivery time, service, and after-sales support to build a sense of value. Then guide the conversation back to pricing as part of a broader value package.
 
3. Technical Specification-Oriented Customers
 
Often led by engineers or technical staff, these customers typically send long emails filled with detailed technical parameters. They ask about material properties, testing methods, and production techniques. They don’t settle for “close enough”—they want strict adherence to their standards.
 
Strategy: Product knowledge alone won’t cut it. You’ll need a solid understanding of your production processes as well. Combine your technical expertise with practical, factory-based solutions that are actionable and realistic. When you offer both professionalism and feasibility, customers will see you as a reliable long-term partner.
 
Whether a customer is focused on quality, price, or technical specifications, the key lies in accurately identifying their core needs and adopting the right communication strategy. Listen more, ask smart questions, speak less, avoid sales gimmicks, and stay sincere. That’s how you increase your success in foreign trade negotiations.