春季已至，廣交會即將來臨，那么廣交會上怎么與潛在客戶交流？本文為大家分享廣交會溝通話術(shù)大全，助力外貿(mào)展事啟航。展前精心籌備，話術(shù)應用搶占先機，巧用實用話術(shù)，預祝訂單翻倍增長。

01 、展前邀約話術(shù)

??核心策略：喚起興趣，精準吸引

? 話術(shù)模板

1.激活老客戶

"Dear Mr. Wang, this is Zhang chong from XX Company's International Trade Department. We'll have 3 exclusive smart lock samples at Booth A12 in Dubai this Thursday, having improved the solution for the door lock compatibility you mentioned last time, and signing the contract onsite ensures priority access to our Middle East dedicated logistics channel!"

“王總好！我們是 XX 公司外貿(mào)部張沖，本周四在迪拜展位號 A12，特別為您準備了 3 款未公開的智能鎖樣品。您上次提到的防盜門適配問題，這次我們帶來了升級版解決方案，現(xiàn)場簽約可優(yōu)先安排中東專列物流！”

2.開發(fā)新客戶

"Hi, Manager Li, we've noticed that your courtyard lighting products promoted on TikTok are quite similar to ours and according to our live test data in Germany, under the same lighting conditions, our products have 23% higher energy efficiency compared to competitors' while we also offer a free professional light degradation report for an onsite experience."

“李經(jīng)理您好！關(guān)注到貴司在 TikTok 上推廣的庭院燈具與我們的產(chǎn)品高度匹配。我們在德國展會的實測數(shù)據(jù)顯示，同等光照條件下，我們的節(jié)能率比競品高 23%，現(xiàn)場體驗可贈送專業(yè)光衰檢測報告。”

?? 實戰(zhàn) Tips

提前了解客戶過往需求和痛點，在邀約中突出針對性解決方案。

強調(diào)展會現(xiàn)場獨特優(yōu)勢，如獨家樣品、特殊物流安排等，吸引客戶到訪。

02 、展中溝通話術(shù)

??核心策略：有效破冰，靈活應對

? 話術(shù)模板

1.初次破冰

"Hello! Welcome to our booth! You seem to be new here. Many buyers were interested in these questions right away in the past:

1）How about the return rate of our products in the Indonesian market? The actual data shows it's less than 1.2%, which means our product quality is quite reliable.

2）How low can the Minimum Order Quantity (MOQ) be? For the first cooperation, 500 pieces are enough, reducing your cooperation risks.

3）Can we visit your laboratory? Sure, we can arrange it at any time, allowing you to see our R & D and quality control.

Among these questions, which one would you like to know about first?"

“您好！歡迎來到展位！看您像是第一次來。之前不少采購商一來就關(guān)注這幾個問題：

1）咱們產(chǎn)品在印尼市場退貨率咋樣？實際數(shù)據(jù)顯示低于 1.2%，質(zhì)量相當有保障。

2）最小起訂量能低到多少？首次合作的話，500 件就行，降低您的合作風險。

3）能參觀你們實驗室不？沒問題，隨時能安排，讓您看看我們的研發(fā)和質(zhì)量把控?！?/p>

2.應對價格質(zhì)疑

"Dear Mr. Chen, I fully understand that price matters a great deal to you. Our pricing is really clear:

Basic model ($9.8)：It meets the daily needs of the general public and offers high cost - effectiveness.

Premium model ($12.5)：An anti - rust coating is added, making it more durable (You can check the test report).

Custom model ($15+)：We can do logo engraving and also support size adjustments.

Mr. Chen, are you more concerned about cost - effectiveness or the added value related to the brand?"

“陳總，我完全理解價格對您很重要。我們的定價非常清晰：

基礎(chǔ)款（$9.8）：滿足大眾日常需求，性價比高。

升級款（$12.5）：增加了防銹涂層，耐用性更強（可查看檢測報告） 。

定制款（$15+）：能進行 LOGO 雕刻，也支持尺寸調(diào)整 。

陳總，您更看重性價比，還是品牌相關(guān)的附加值呢？”

3.處理砍價要求

"Ms. Zhang, your quoted price is competitive. However, our cost structure is unique:

Materials: 65% of total cost

Certifications: Over $800k invested in FDA/CE

Logistics: China-Europe rail freight up 30% recently

If you confirm 3,000pcs for the first order, we can activate a tiered rebate program:

3,000pcs: 3% return

5,000pcs: 5% rebate"

“張女士，您給出的價格確實很有競爭力。不過我們的成本結(jié)構(gòu)特殊：

原材料：占總成本 65%

認證：FDA/CE 等認證投入超 80 萬

物流：中歐班列運費近期上漲 30%

如果您能確認首單 3000 件，我們可以啟動 “階梯返點計劃”：

3000 件：返點 3%

5000 件：返點 5%”

??實戰(zhàn) Tips

保持微笑和耐心，展現(xiàn)專業(yè)友好形象。

回答問題簡潔明了，數(shù)據(jù)支撐更具說服力。

遇到棘手問題，不要急于回答，可先思考或與團隊溝通后再回應。

03、展后跟進話術(shù)

??核心策略：分類跟進，促進成交

? 話術(shù)模板

1.A 類客戶逼單

"Dear Mr. Li, attached is the inspection report for yesterday’s sample trial with all key indicators exceeding specifications：

Abrasion resistance: 5,000 cycles (Industry standard: 3,000)

Color difference: ΔE <1.5 (Industry average: ΔE=3)

We've secured:

1）Free mold fees (limited to first 10,000pcs)

2）Guangzhou Bonded Warehouse direct shipping (30% faster logistics)

Please confirm if you're available for a video meeting at 3 PM today to finalize details?"

“李總好！這是您昨日試用的樣品檢測報告，關(guān)鍵指標全部超標完成：

耐磨次數(shù)：5000 次（行業(yè)標準 3000 次）

色差值：ΔE＜1.5（行業(yè)平均 ΔE=3）

我們特別申請了：

1）免費模具費（限首單 10000 件）

2）廣州保稅倉直發(fā)（縮短 30% 物流時效）

請您確認是否需要今天下午 3 點視頻會議敲定細節(jié)？”

2.B 類客戶培育

"Hi Manager Wang, here's our updated 2024 Middle East Market Report. Page 7 highlights the surge in outdoor power demand, with growth curves marked for your key regions. We recommend focusing on:

Solar-charged model (42% margin)

Sandstorm-resistant model (GCC certified)

Join our exclusive webinar next Wednesday for front-row seats!"

“王經(jīng)理好！這是我們剛更新的 2024 年中東市場趨勢報告，其中第 7 頁的 “戶外電源需求激增” 部分特別標注了貴司主營區(qū)域的增長曲線。建議您關(guān)注這兩款新品：

太陽能充電款（利潤率 42%）

抗沙塵暴款（已通過 GCC 認證）

下周三我們有專場線上發(fā)布會，可為預留前排席位。”

??實戰(zhàn) Tips

及時整理客戶信息和溝通記錄，明確客戶類型和需求重點。

對 A 類客戶設(shè)定合理時間節(jié)點，適時催促成交；對 B 類客戶持續(xù)提供有價值信息，保持互動。

04、危機處理話術(shù)

??核心策略：快速響應，妥善解決

?話術(shù)模板

1.客戶臨時離場

"Mr. Chen, we just learned you need to leave early. We've arranged:

1)Urgent courier service: Samples delivered to your hotel before EOD

2)24/7 factory video access via dedicated account

Which option works best for you?"

“陳總，剛接到消息您要提前離開。我們特別準備了：

1)加急快遞服務(wù)：今天下班前將樣品送到您酒店

2)視頻驗廠權(quán)限：登錄專屬賬號可 24 小時查看生產(chǎn)線

您看哪種方式更方便？”

2.遭遇同行攪局

"Mr. Zhang, the company you mentioned is indeed our competitor. Our competitive edges are:

Patents: 17 utility model patents

Localized services: 3 service centers in your country

We suggest comparing:

1)Annual audit report

2)Third-party customer satisfaction survey

3)Zero-compensation quality guarantee"

“張先生，您提到的 XX 公司確實是我們的同行。不過我們的競爭優(yōu)勢體現(xiàn)在：

專利技術(shù)：擁有 17 項實用新型專利

本地化服務(wù)：在貴國設(shè)有 3 個服務(wù)中心

建議您對比這三份文件：

1)我們的年度審計報告

2)第三方客戶滿意度調(diào)查

3)質(zhì)量事故 0 賠償承諾書”

??實戰(zhàn) Tips

遇到危機情況保持冷靜，第一時間安撫客戶情緒。

提供的解決方案要切實可行，滿足客戶核心需求，必要時可向上級匯報協(xié)調(diào)資源。

??結(jié)語：展會是外貿(mào)拓展的關(guān)鍵契機。外貿(mào)人要重視各環(huán)節(jié)溝通，靈活運用話術(shù)與策略，憑專業(yè)、真誠及應變能力贏客戶信任，抓住訂單機遇。同時，需保持市場敏感度與創(chuàng)新意識，優(yōu)化業(yè)務(wù)流程和產(chǎn)品服務(wù)，如此才能在競爭激烈的國際市場持續(xù)前行、脫穎而出 。