Proper email response techniques when a customer says the price is too high!

In foreign trade, price issues are often the hardest to resolve. Customers think the price is too high, but lowering it may lead to a situation where you "lose money but gain little." Today, let’s analyze this issue and explore how to effectively handle it.


 
Price Disadvantage with Inappropriate Responses
 
When a customer mentions that the price is too high and asks for a discount, some foreign trade professionals respond with something like:  
“Our prices are higher than our peers, but there are suppliers who are more expensive, so you can ask around.”
 
While this reply may seem reasonable, it can easily annoy the customer, giving them a sense that you’re shifting responsibility or even implying sarcasm.
 
Self-Praise Replies
 
Common self-praise phrases include:  “We have 15 years of experience,” or “xxxx ranked in the top 10.”  
 
Such boastful claims, often without any real supporting evidence, are unlikely to impress the customer. What customers care more about is what tangible, measurable value you can bring them—not vague experiences or rankings. Therefore, when faced with a clear price disadvantage, it’s better to focus on value, cost, quality, and service, rather than constantly justifying or trying to prove yourself.
 
If you really must emphasize experience, you can showcase the names of well-known partners to highlight your product quality and company strength. This approach not only endorses product quality but also indirectly provides a reasonable explanation for the price.
 
Practical Tips
 
An appropriate email should convey core information, address customer concerns, and avoid triggering negative emotions. The tone and wording need to be carefully balanced. Below is a reference template for your consideration:
 
Dear [xxx],
 
Thank you for your inquiry. I understand that our pricing may be higher compared to some competitors, but I believe it is reasonable and competitive when comparing like-for-like.
 
1. Proven Expertise: We are ranked among the top 10 manufacturers in this field, with over 15 years of experience. I will follow up with our detailed vendor profile in a separate email.
 
2. Commitment to Quality & Responsibility: We prioritize not only product quality and competitive pricing but also social and environmental responsibility. I will send you our factory audit report in the next email for your review.
 
3. Efficient Process Management: Our comprehensive approach includes meticulous material procurement, order follow-up, quality control, inspection, and loading supervision. A trial order would demonstrate our ability to deliver on these promises.
 
Additionally, we invest heavily in research and marketing to help our clients effectively segment the market and position their products. I am confident that this will provide valuable support in optimizing your sales and marketing strategies.
 
Let’s explore the potential for a long-term partnership. I look forward to discussing how we can work together to achieve great results.
 
Best regards,  
XXX
 
The structure of this email considers the customer’s needs and concerns. The first paragraph acknowledges the customer’s worries while giving a reasonable explanation for the price.
 
The second paragraph mentions experience and industry ranking, but provides more practical details to enhance the persuasiveness.
 
The third paragraph demonstrates the company’s strengths from multiple dimensions, avoiding vague self-praise and committing to providing more materials to assist the customer’s decision-making.
 
The fourth paragraph emphasizes professionalism in management processes, showcasing the company’s strength. Lastly, by suggesting a trial order, it conveys confidence in the product quality, which is more convincing than simply saying "we have high customer loyalty."
 
When doing foreign trade, the importance of writing emails lies not only in the elegance of the sentences but more in the clarity of the ideas. Viewing things from the customer’s perspective and understanding and resolving their concerns are key to writing effective emails. While this email may not be “perfect,” it will definitely impress the customer and show professionalism and sincerity.