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匯率和海運(yùn)費(fèi)在過(guò)去的六個(gè)月里一直很高。最近原材料的飆升使得許多制造商的微薄利潤(rùn)在這里縮水。如果他們不小心，他們會(huì)賠錢下訂單。

對(duì)于這些廠商來(lái)說(shuō)，漲價(jià)是無(wú)奈但不可避免的選擇。

那么如何寫一封客戶可以接受的漲價(jià)信呢？以下幾點(diǎn)。

#幾個(gè)原則

01 不必抱歉

首先要明確的是，你向客戶提高價(jià)格，但你不是錯(cuò)誤的一方。所以不要一上來(lái)就向客戶道歉，或者把姿勢(shì)放得很低，這樣以后就不合理了。如果客戶趁機(jī)提出一些不合理的要求，你怎么能拒絕呢？

漲價(jià)只是一個(gè)客觀事實(shí)，需要雙方共同消化。在商業(yè)上，你對(duì)客戶沒(méi)有什么遺憾。

但也要注意，雖然這是事實(shí)，但不要冷冷地把它扔給客戶：

“This letter is meant to inform you about the recent rise in prices of our products.”

除非你的產(chǎn)品真的不愁賣，否則還是要注意語(yǔ)氣，不卑不亢，禮貌有節(jié)。

02 有理有據(jù)

你不能說(shuō)因?yàn)楸娝苤?，我們要漲價(jià)，即使原因真的眾所周知。

匯率上漲了幾點(diǎn)，運(yùn)費(fèi)上漲了多少，產(chǎn)品涉及的主要原材料上漲了多少？這些應(yīng)該在電子郵件中總結(jié)，最好用直觀的圖表來(lái)解釋。

03 有些放矢

有了上述證據(jù)，你不需要把所有的東西都留在電子郵件里。對(duì)于不同的客戶，你可以從他們最關(guān)心的地方來(lái)說(shuō)明原因。

比如更注重價(jià)格，那就給他算賬，一筆一筆算清增加的成本； 如果更注重質(zhì)量，就要向他證明，為了保持原有的質(zhì)量，漲價(jià)是必然的結(jié)果。

04 提醒客戶你的價(jià)值

此外，我們還應(yīng)該提醒客戶，供的價(jià)值不僅在于產(chǎn)品的價(jià)格，還在于你在其他方面的努力。

其他客戶需要考慮的因素包括:

產(chǎn)品質(zhì)量穩(wěn)定性；

對(duì)市場(chǎng)的了解，公司的專業(yè)水平，如新產(chǎn)品、爆款產(chǎn)品的迭代；

解決問(wèn)題的能力；

對(duì)于交期的掌控能力，甚至可以優(yōu)先生產(chǎn)該客戶訂單；

合作時(shí)間長(zhǎng)短，相互了解，溝通成本也是成本。

05 一步到位

價(jià)格上漲需要一步到位。今天不要通知客戶漲3%?？吹娇蛻魶](méi)有強(qiáng)烈的抵觸，幾天后你會(huì)再漲2%。脾氣好的客戶會(huì)生氣的。

如果擔(dān)心成本繼續(xù)上升，不妨在報(bào)價(jià)中列出報(bào)價(jià)的有效期限，或約定一些條款，如人民幣升值x點(diǎn)，報(bào)價(jià)無(wú)效，等等。

06 留出緩沖

漲價(jià)生效時(shí)間最好長(zhǎng)一點(diǎn)，給客戶留點(diǎn)緩沖消化。

07 及時(shí)逼單

想想那些奢侈品店在漲價(jià)前門口排了多少人！你不妨試試看你能不能利用漲價(jià)？deadline促進(jìn)一些訂單。

#實(shí)戰(zhàn)金句

以上要點(diǎn)可以根據(jù)客戶的屬性自由組合，客戶可以通過(guò)一封或多封電子郵件接受漲價(jià)的現(xiàn)實(shí)。一些的金句如下:

Step 1

例1

I'm writing to let you know that our prices will be increasing by 幾個(gè)點(diǎn) with effect from 何時(shí).

例2

We would like to inform you that the price of certain goods will be increasing due to the sudden increase in the cost of the raw materials we use in our production process. Since we still have a limited stock of those raw materials,the price increase will not be made until 漲價(jià)日期.

例3

Please be advised that our prices will be increasing the prices by 幾個(gè)點(diǎn) effective 何時(shí). Be assured we have enacted the smallest increase possible while continuing to ensure the quality of all our products.

TIPS：

一種甩鍋的語(yǔ)法: 用主動(dòng)語(yǔ)態(tài)傳遞積極信息，用被動(dòng)語(yǔ)態(tài)傳遞消極信息。

簡(jiǎn)單來(lái)說(shuō)，好事是我做的，壞事是被逼的。比如下面兩個(gè)例子，請(qǐng)注意區(qū)分哪個(gè)會(huì)讓客戶感覺(jué)更舒服:

×We will be increasing our prices…

√Our prices will be increasing…

Step 2

例1： 上升

Over the past few months,we have all experienced the value of the US Dollar fall significantly against the China Yuan. The yuan has risen more than 9% against the U.S. dollar since last June.

We have absorbed these currency fluctuation up to this point. However,this downward trend in exchange rates has forced us to re-evaluate our situation.

例2：

The global shortage of shipping containers has led to a sharp rise in freight costs from Asia to both Europe and the US.

China-U.S. West Coast prices (FBX01) increased 5% to $4,571/FEU. This rate is 213% higher than the same time last year.

China-North Europe prices (FBX11) dropped 1% to $7,946/FEU,which is 449% higher than the same time last year.

China-Mediterranean prices (FBX13) increased 2% to $8,066/FEU,which is 283% higher than the same time last year.

*FBX該指數(shù)是波羅的海運(yùn)指數(shù)，是航運(yùn)界最權(quán)威、最重要的指數(shù)之一。 https://fbx.freightos.com/

例3： 原材料上漲

The cost of 某種原料 has continued to increase at an unexpected rate of 幾個(gè)點(diǎn) since 什么時(shí)候開(kāi)始 and some of the 原材料 suppliers are now releasing limited amounts of 原材料 into the market. In addition,other raw material costs are increasing.

We have seen product costs pushed to historic level and we are unable to mitigate the current costs? any longer.

TIPS： 如何找到具體原材料漲價(jià)的實(shí)錘

工具：Google或Bing.com國(guó)際版(更有利于英更有利于英文搜索)hike price +或原材料名price increase +開(kāi)始搜索新聞的原材料名稱，可以獲得大量的信息，按時(shí)間排序，篩選出你想要的材料。

Step 3： 我們的努力和我們的價(jià)值

例1

We have made every effort to control and absorb the increases over the last X months. It is no longer possible for us to fully absorb the effects as raw material prices continue to rise.

We have no other option than to increase the prices of products and solutions. Our focus remains on delivering value to and serving our customers across the world.

例2

We have tried to prevent this price increase for as long as possible because of course we want to provide our products at a? competitive price.

However,the recent increase in the price of the raw materials is now too great for us to absorb,and we regrettably have no choice other than to implement a slight increase on the items listed below.

例3

We're confident that our prices remain competitive within our sector for the quality of the service that we provide and as always,we're focused on the results we provide to clients.

As you know,we value your business and have enjoyed working with you and achieved some great results along the way.

例4

As you are aware,we have enjoyed great successes working together and truly appreciate your business.

As a business partner,you know that operating overheads surge over time; therefore,these adjustments were necessary to maintain the same premium quality of products that our clients are accustomed to.

Step 4：

例1

Thank you for your understanding. We appreciate your support and look forward to continuing to work with you in the future.

例2

If you have any questions or concerns about the increase,please feel free to contact us. Our sales? teams are happy to discuss this situation with you.