In international trade, email outreach is a game of back-and-forth negotiation, and this interactive process often determines whether a deal will ultimately be closed. If your cold emails or inquiry responses fail to capture the client's interest and communication breaks down, it might indicate that this part of the process wasn’t handled effectively.
Many international traders often take a passive approach when communicating with clients—clients ask, and we answer. While this approach isn’t wrong, if our responses fail to meet the client’s expectations, it can result in a loss of connection. To take the initiative, it’s not enough to focus solely on answering the client’s questions; we must also learn to analyze their needs and pain points.
For example, using customs data, you might discover that a client has been consistently working with an old supplier. Why would they consider switching suppliers?
The reasons could include the following:
- Price: The current supplier’s prices are too high or cost-effectiveness is low.
- Quality: Product quality cannot consistently meet requirements.
- After-sales service: Inability to promptly respond to customer issues.
- Business support: Lack of flexibility or effective cooperation.
- Personnel issues: Poor communication or lack of trust.
Let’s analyze further. While price is often a key factor in switching suppliers, it’s rarely the only reason. If you can’t determine the reason during communication with the client, you can always ask.
- Example inquiry: “Could you please provide more details regarding the quality issues? Once I have the specifics, I’ll be able to identify the cause, and we can take steps to prevent these issues during our collaboration.”
- Client’s response: “The contact points with the main unit show significant wear, to the point of deformation. There are frequent data transmission errors, and the connection points between the plastic and the main body often break. Additionally, the joints are very rough in texture.”
The client’s response clearly highlights the problems. As a professional supplier, all you need to do is analyze the issues and confirm them—you don’t need to rush to promote your product.
- Example confirmation: “The severe wear and tear is likely related to the material quality, don’t you think? The data transmission errors may be due to issues with the processing, leading to poor contact. The roughness and lack of precision in the joints seem to stem from insufficient attention to process details. You’ve likely already analyzed these issues, and it’s important that they continue to improve in these areas.”
Once we understand the client’s issues, we can use our strengths to win them over. For example:
- We adhere to strict industry standards for raw materials, with each batch undergoing rigorous testing and detailed inspection reports provided.
- Our products undergo multiple tests before leaving the factory to ensure performance meets client expectations.
- We prioritize quality over excessively low production costs. Lower-cost products often come with higher after-sales expenses, which can harm the client’s brand and increase market maintenance difficulties. Such impacts cannot be offset by saving a few cents.
With this groundwork laid, discussions around pricing later on will be much smoother. If the client continues to focus on price after several rounds of negotiation, you might say: “Based on your reasons for switching suppliers, it seems that both you and your clients prioritize quality. If we can avoid the significant issues faced with your previous supplier, which would save you additional costs, do you still find our pricing high?
You've tested the samples, and the results were excellent, so I trust you have confidence in our products. Here's what I propose: I’ll request a discount for this batch, but future orders will be at the original price. Once you’ve used our products, you’ll see the value firsthand.”
This approach demonstrates flexibility while steering the client’s focus toward the value of the product rather than just the price.
Negotiation is not only about conveying information but also about building trust through conversation. Many international traders feel they cannot obtain such information, but this is often a matter of conversational skills. Here’s a simple dialogue logic for reference:
- Q: Can you make this product?
A: Yes, we can. Let me show you some similar products we’ve made in the past. Have you been sourcing this product consistently, or is it a new development?
- A: We’ve been sourcing it consistently, with an annual volume of ____.
Q: So, didn’t you used to source this product from China?
- A: Yes, that’s correct.
Q: This product requires tooling and R&D, and since the standards have changed a bit, the cost is higher. The fact that you’re now looking for a new supplier—was it due to issues with the old supplier?
- A: Yes, that’s right.
Q: Could you share the specific issues you encountered?
By asking guided questions, you can gradually gather valuable information, laying a solid foundation for future communication.
Email outreach is not just about applying techniques; it’s a continuous process of optimization. By integrating these ideas into your daily outreach efforts and adapting your scripts and strategies to your specific business needs, you can truly enhance your effectiveness, build client trust, and secure more opportunities for collaboration.
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