Why do new foreign trade customers place orders with you and how to guide them to place orders

Many foreign trade companies like to summarize their lost orders, reviewing past experiences and lessons learned to reduce the risk of future order losses. This approach is correct, but have you ever summarized your experiences in securing orders? Some might argue, "Since the customer has already placed the order, why do we need to summarize?"
 
In fact, both order summaries and lost order summaries are equally important. In this article, we will explore why.


 
Customers Don’t Place Orders Without Reason
 
Many people believe that successfully securing an order is a result of factors such as luck, price, or product quality. In reality, customers place orders because, at the right time and under the right circumstances, both parties' needs align. The reasons for placing an order usually include the following:
 
1. The customer has a good impression of you
We often focus our efforts on negotiating prices, thinking that if we satisfy the customer's price requirements, they will place the order. While price is indeed an important consideration for some customers, it is not the only factor.
 
Behind an order, there are often more comprehensive considerations: for example, smooth communication with you, a shared understanding during interactions, sample quality surpassing what the customer previously purchased at a similar price, or superior after-sales service you offer. All these factors combined encourage the customer to make a purchase decision.
 
2. The customer doesn't have time for extensive comparison
In some urgent projects, the customer may not have time to conduct extensive market research. In such cases, if you can respond quickly, provide quotes, and prepare samples in a timely manner, even if your price isn't the most competitive, the customer may still choose to place the order. Due to time constraints, the customer often does not have the energy to compare other suppliers.
 
Of course, such orders are not common, but when they do occur, they tend to result in fast cooperation.
 
3. The cooperation risk is low
Many customers conduct a detailed evaluation before deciding to cooperate, ensuring that your product, price, and service meet their needs. If the order amount is not large, customers are often less likely to spend much time and effort on factory audits. Orders of this nature are also placed quickly, as the risk is low and even if something goes wrong, the loss is manageable.
 
How to Guide New Customers to Place Orders
 
When engaging with new customers, they tend to ask background-related questions, such as:

- Have you previously sourced [XX product] from China?
- Do you have a freight forwarder you work with in China?
- Would you like me to assist in checking the shipping rates for you?
 
These questions are usually closed-ended, requiring the customer to simply answer "Yes" or "No." Since these are basic questions, most customers do not feel resistant to answering them, but it's important not to overuse this type of question. In the early stages, try guiding the conversation by letting the customer ask questions, and then respond accordingly.
 
Once there is some understanding and communication between both parties, you can expand the discussion, for example:

- Do you prioritize product price or delivery time more?
- Have you worked with any suppliers in the past? What aspects of their services did you find unsatisfactory?
 
These types of questions can help you dig deeper into the customer's real needs, pain points, and dissatisfaction, which are often key factors in motivating them to place an order.
 
Once you understand the customer's needs, you can subtly prompt them to think further, for example:

- I noticed that [XX brand] has released a new product, but I couldn’t find it on your website.
- Why do you choose to purchase products at a higher price from local wholesalers instead of sourcing directly from China?
 
By using this approach, you can uncover issues and potential needs the customer hasn't yet realized, helping them see areas for improvement and thereby stimulating their desire to purchase.
 
Finally, provide a personalized solution based on the customer's needs, emphasizing the advantages of your product.
 
Through these methods, you can better summarize the experiences of securing orders. By engaging in effective communication and asking the right questions, you can not only increase the customer's willingness to place an order but also lay a solid foundation for future cooperation.