一个LED行业多年外贸整理的销售经验（转载）

1. 通过个人

?A.专业的LED行业知识——能及时回答客户提出的技术问题并利用所掌握的知识引导客户购买适合市场的产品。 B.专业的外贸技能——流利的口语水平+专业外贸贸知识对货运，报关等流程的了解。?

C.熟练的销售技巧——掌握常用的销售技巧，并灵活应用。包括电话技巧，邮件技巧及其他谈判技巧。?

D.热忱的服务态度——时解决客户的难题提出建设性意见发节日祝福或者圣诞贺卡之类增进与客户私人感情.?

2 通过公司平台?

产品质量优势 CE RoHS 认证 ISO9001：2000 严格的质量控制体系 QC监控生产每个环节出货前必经的检测程序+高压功能触摸?

外观老化（24小时） Advantage of Quality: C&G has cetificates of CE, RoHS?

and ISO9001：2000. Our quality control system is very strict. The QC?

staff inspencted every procedure of production. One product should pass?

high voltage test, function test, touching test , visual test and above?

24 -hour- aging test before delivery.?

技术优势专注研发研发部技术人员齐备（结构系统控制电源光学软件无线控制）如每个月推新产品有新产品发布日等 Two Idea?

Design Engineers；One System Engineer；Four Electrical Power Engineer； Two?

Software Engineers One Optics Engineer；Two Structure Engineers； One?

Wireless Control Engineer?

Advantage of Technology We focus on research and innovation. Our?

fully-equipped R&DDepartment posseses prfossional engineers in?

aspect of structure, system, electrical Power, optics, software, and?

wireless control. We release new products every month and the 28th of?

every month is C&G’s New Product Launch Day.?

产量优势 50K每月按时的交货历史优势最早开始做LED照明的中国厂商之一，在LED照明灯具方面有有丰富的经验； Advantage of?

History: We started to making high power led lighting products as early?

As 2001 and we are one of the begginers of Chinese manufacturers in the?

application field of led lamps.发展优势销售额从公司成立以来每年递增50%以上上市Advantage?

of DevelopmentOur turnover increases by 100% every year since?

establised.Our target of turnover in 2014 is 100 million USD.In 2015?

we will reach 200 million USD and will go to public stock.?

宣传渠道专业B2B的推广 We promote ourselves in some professional B2B website and?

Magazines like GLOBAL MARKET, GLOBALSOURCES. 公司网站的及时更新网站的完善（设计能吸引人，?

资料齐全）?

1.? ?老客户对我们的某款产品有很大的需求?

a)? ?首先分析客户与我们以前的合作历史，公司的规模。一般来说下大订单的客户，客户是在LED 方面有比较强的实力，与我们合作有一定的时间，买过我们的样品，而且测试结果满意。?

b)? ?然后我们需要了解发出此需求人的职位，一般来说，需求来自采购会比较真实。我们需求了解产品将如何销售，是否已找到客户。如果是的，他的客人准备将产品用在那里，将在什么时间需要。如果是真实需求的话，客人会对这些问题进行详细的答复。?

2. 新客户对我们的某款产品有很大的需求?

A．我们需要详细了解客户的背景，比如客户的类型，LED产品种类，主要市场，规模大小，在中国采购的历史。?

B．然后我们需要了解客户为什么对这款产品有巨大的需求，比如主要的购买者是谁，产品使用在那里。以及准备如何推广这个产品，将参加什么展会，将我们的产品做成目录了吗，放在网站上了吗。?

1.? ?old customer has big demand for certain product?

A.? ?Analysis previous cooperation history, company scale,?

Generally speaking, customer having big order are supposed to have?

strong ability in LED, have cooperation with us for a period, test our?

sample and approve our quality?

B.? ?We need to know the position of the demander.Generally?

speaking, demand from purchasing is more authentic. We need to find out?

how to sales product and whether or not there is a buyer.If yes, the?

buy plan to use product where and when need product.If the demand is?

authentic, customer will give a detailed reply to our questions.?

2.? ?new customer has big demand for certain product?

A.? ?we need to know detailed background, for example, business?

nature, range of led products, main market, scale, purchasing time in?

China?

B.? ?we need to know why customer has a big demand for the product,?

for example, who will buy this product, where the product is used, how?

to promote this product, attending light fair, making catalog, updating?

to website.?

a)? ?客户的公司规模， LED 产品的种类，公司类型，主要市场。?

b)? ?客户在中国采购的时间，是否在中国有办事处。?

c)? ?客户那些产品在中国采购，每年的采购量，是否有固定的采购周期。?

d)? ?客户LED 产品的销售渠道是怎样的，有固定老客户吗，他的客户是干什么的，?

e)? ?客户主要通过那种途径宣传自己的产品，展会，网站，邮寄目录，LED目录的制作水品，每年参加那些展会，参展规模如何，网站规模。?

f)? ?客户对我们的那些产品感兴趣，对产品的测试结果是否满意。?

g)? ?客户主要将我们的产品销售向那里，主要客人是谁，每年对产品的需求量是多少。?

How to judge customer potential?

1.? ?company scale, rang of led products, company nature, main market.?

2.? ?how many years customer have beenpurchasing in China and do they have office in China?

3.? ?Customer purchase which products in China at the moment, annul purchasing volume, how?

Many times they purchase in one year,?

3.? ?how is the marketing channel for customer, do they have old customer, what his old customer do

4.? ?how customer promote our product, by lightfair, website,?

postal, how is his website, which lightfair he will attend, how is the?

catalog.?

5.? ?customer have interest of which products and how is the test result of our products.?

6.? ?customer plan to sell our products to where and who will be his main customer and how?

much he will need in one year.

1.? ?首先表明感谢客户对我方的产品感兴趣。?

2.? ?上客户网站了解客户的类型和规模，对大规模采购的，我方应提供一定的价格优势。对于做工程小规模的，则要适当提高价格报价。?

3.? ?告知因我司产品品种繁多，问客户具体对我方哪几款产品感兴趣，分别需求量有多少，按不同的量报不同的价钱，促使客户定更多的货。?

4.? ?邮件中客户发CATALOG, 经过个人分析后，可以给该客户报价的，要附上SSC,CREE,TAIWAN LED 的区别，流明值，光衰图。?

We appreciate a lot you are interested in our products and asked?

quotation.In order to service for you with our best,could you let us?

know more about you? We could do some special price for you as different?

QTY required.?

Attached is our latest catalog for you,pls let me know what products are?

you interested ,and your potential order,so we can make a very?

competitive price for you as your special required.?

价格——客户认为你的价格偏高如何回答

1问客户是要高质量的产品吗? 价格与其他供应商比;

2我们也知道价格是三部分组成.

3价格与传统灯相比;

4客户需要的LED CHIP是什么.

5如果是第一次来买LED 产品的客户时? 客户负责的项目是什么? 客户是自己卖吗?

6如果是数量金额较大的订单时.

思路：此工作是游说客户，巧妙地转移话题，抓住他的需求点，合作不单单是价格。

1.The product quality is your primary focus, so you can not buy LED product count on only price, In that case your customers will go away from you. Most importantly, you should try some samples to compare our products with other suppliers’.We always give you the reasonable price, because we know how to control the cost.

2.You are professional in LED field.You know the price consists of main parts:LED chip cost bulb housing(heat solution)electrical circuit (driver). The later two will be controlled by C&G self by R&D and Manufacturing.

Just as you said,C&G will get a reasonable profit the same as you.So,we will strategically analyze it.?

3If you always compare the LED with conventional Bulbs, you will find you have pay much higher for LED bulb than halogen bulbs, also save much more expense on electricity bill.For our 3*1W-MR16,which equals to 30Watts conventional halogen bulb, saving 169USD through LED lifetime.

4.You know the different price depend on different LED chip, in my opinion,we can offer three level quality LED chip for you.First choice is Cree,then SSC, TAIWAN.So,can you tell me what level of your customers.They are going for high-end products or normal?In that case I can discuss with my manager to give you suitable suggestion.

5.Can you tell me what kind of project are you responsible for? Or whether you sell the LED bulbs through your own marketing channels,such as distributors, retailers,projects.At beginning,I suggest you try high quality product to test,and show your customer.

6.Can you tell me when do you want these bulbs? Do you want to put your company logo on the box for OEM? In order to make you more competitive in your market,can you give me an official order so that I can negotiate with my boss to give you a lower price.Then we can ask for supervisors to give suggestion, even contact with your customer directly.

a.? ?告诉客户价格的主要由LED CHIP，人工，电子元件这3大块构成。?

b.? ?在LED CHIP方面，我们主要使用CREE和SSC这两家，因为他们的性价比不错。问竞争者使用的是什么CHIP LED。如果竞争者使用的CHIP LED是台湾的较便宜的话，告诉客户我们的价格高是因为使用了更好的LED CHIP。

c.? ?如果LED CHIP和我们使用的一样，告诉客户除了LED CHIP外，LED LAMP CUP 的散热结构和电路是决定HIGH POWER LED LAMP质量的关键。我们LAMP CUP的散热结构是由我们自己的工程师设计的，有很好的散热效果在市场上很少有类似结构的灯杯。电路也是我们自己的工程师设计的，在设计中，我们充分考虑了电路的安全性，使我们的电路完全符合CE的各种指令，并能通过3700V的高压测试。在生产中，我们选用的是优良的电子元件，确保在长时间内电路能稳定工作。

d.? ?我们的研发能力很强，在开发上投入很多。我们的产品在技术，质量上都处于领先地位。因此我们的产品与其他公司的类似产品有很大的差异性。现在我们推出了可调光产品系列，市场反应很好。客户选用我们的产品将会拥有很大的技术竞争优势，客户不用担心我们的价格比其他竞争对手高会影响销售。应为我们相信拥有更大的市场是通过先进的技术，而不是低廉的价格

1.? ?Customers say our price is high than other competitor.

a.? ?Price mainly consists of led chip, labor cost, electronic components.

b.? ?We recommend CREE & SSC led chip due to high cost performance ratio. I would like to know which brand chip led other suppliers use for their lamps.

c.? ?As you know, the led chip, circuit and heat sink design are crucial to the quality of high power led lamps.With following features, our new model products keep ahead of other competitors in circuit and heat sink design.

1.? ?Pure Aluminium Lamp Cup

Pure aluminum lamp cup make thermal conductivity improved by 30 percent, compared with normal led lamps.

2.? ?Unique Lamp Cup Design

The new model is honeycomb housing design. This design can make surface area for heat dissipation double and make air flow through easily and quickly.?

3.? ?Anodized treatment

Our lamp cup has anodized treatment. The anodized treatment will increase thermal radiation of lamp cup and prevent lamp cup from darkening due to oxidation.The painting treatment can’t achieve these functions.

4.Driver with Isolated Circuit Design

Our new model products have driver with the isolated electrical circuit. The isolated circuit can make our lamps pass 3750 high-voltage test, which plays a vital role in human safety.

6.? ?High Quality Driver?

We choose good quality electrical components for our driver. Our driver can provide stable and reliable power supply for led chip.In most cases, the lifespan of high power led lamps was determined by the lifespan of driver as led chip has as long as 50,000 hours life longer lifespan of most driver.?

e. we have strong ability in R&D and invest a lot to keep our product prior to other competitors.Our products have big difference with other similar products in technology. At the moment, we released dimmable products series and get a very good feedback from market.Customer don’t need to worry our price higher than others as our products can bring big technical advantage in competition.We believe occupying bigger market is mainly through advanced technology, not cheap price.?

如果客户有某种产品如灯管，LED PANEL LIGHT的固定忠诚供应商只跟我们买我们的新产品，可以向客户推荐尝试我们的产品, 理由：成熟的买家都会有两家或两家以上的供应商。 Re tube, I appreciate your loyalty, it is respected. But base on business security consideration, it is

not very well-advised. All eggs can't be put into one basket, if you just have one supplier, once it

perform not well, will affect you seriously. Do you think so? Of course, you have your own thoughts,

above is just my idea.

I understand you have a very stable and loyal supplier of XXX in China. But I still would like you to try some of my XXX because a buyer should keep at least two suppliers n one product for in case anything happened. And I will be very appreciated if you could regard C&G as a supplementary supplier or even a potential qualified supplier.

1.? ?可以建议客户每种多买几个，以便测试时好比较 I suggest you try 10 pcs of each, in this way you can compare them better when testing and you can show to more customers which increase the chances of your future selling。?

2.? ?客户买不同的芯片，进行比较?

3.? ?多选几个角度：1530 4560 Different kind of lens will creat different kinds of lighting effects. If you choose more I think you will have more chances to make your lamps to be used in more applications which request various illumination effects.

4.? ?多选几种灯头： GU5.3, GU10 and E27 are the most common types in your country, you should better try some GU5.3 and E27 bases too。?

5.? ?告诉客户某几种产品在当地（如欧洲）或邻国卖的很火建议客户尝试 MR11 is very popular in Europe now and we have sold as many as 100K pcs in Europe by he end of last month. I think you can try some MR11 and I am sure you will find the market in your country.

6.. 如果客户订到15PCS 灯管，可以告诉客户是25支一箱。标准的包装会使货物在运输途中更安全。 Our standard package for LED Tube contains 25 pcs. I sugest you to buy 25 pcs this time because the standard package will be more secure during long-distance transportation.?

1.? ?如果只定400个可以说500个就免费做彩盒 400个还要收彩盒费用We have to charge you 200 EUR for the printing of color box if your quantity is 400 pcs. But if you can buy 500pcs, we will provide you color box for free.?

2.? ?可以说如果增加数量到某一个程度，价格就会降低 We can give you a discont of 2% if your quantity reaches 1000pcs for every item.Because CREE/SSC provide us a discount if we buy 1000pcs chips at one time. Because we can save some cost in purchasing when we have the quantity of 1000 pcs.

3. 数量增加的话可以赠送其它新产品的样品。

If you quantity reaches 1K pcs, we will send you some free new products you feel interersted.