在对外贸易过程中，被拒绝是家常便饭。外贸人们或多或少清楚客户关于拒绝的原因是一向三缄其口，甚至他们拒绝时说的话都只是托词。那么我们只能根据跟客户沟通的情况对详细情况进行分析，试图找出客户拒绝我们的真正原因。

In foreign trade, it’s very common to get rejected. More or less, foreign traders know that customers are generally unwilling to disclose any information for their refusal and even the utterances they reject are excuses. Then, we can only make analysis on the details according to our conversation with customers in order to find out the authentic reason why customers reject us.

一、客户拒绝的潜台词

Unspoken words customers left after their refusal

1、客户说价格太高了

The price is too high

“价格太高了”可谓是客户拒绝我们的万能句，这是外贸人们经常遇到的同时也是挺令他们头疼的。通常我们会真的以为客户是在压价，认为价格偏高，但在我们降价后，客户无动于衷，订单也没有如期而至。为什么？客户想怎样？其实，客户一句“价格太高了”往往隐藏着很多其他意思：

It may be considered as the universal word for customers to reject us. Foreign trades usually confront with this annoying excuse. Generally, we supposed that customers were really trying to force prices down. But after we reduced the price, customers were indifferent and remained silent and the expected orders didn’t come neither. Why? What on earth customers intend to do? Actually, it often includes several other connotations:

我暂时不需要这个产品

I am not in need of this product for this moment.

这个价格超出了我的预算，暂时不考虑。

The price has exceeded my budget so I have no intentions to take it into consideration for the time being.

我看到其他供应商有更低的价格，我心动了。

I have found other suppliers with more reasonable prices and I’m attracted.

你还没有说服我，我对你和你的公司还不够放心。

You haven’t persuade me and I have no confidence in you and your company.

我还不清楚你们的产品是否物有所值。

I am not sure if your products are worth the prices.

如果客户暂时不需要产品，我们也只能日后再行跟进之事；若是我们的价格超出了客户的预算，我们可以问问客户的预算，去确认我们是否可以配合；如果有其他竞争对手，我们应首先试图了解竞争对手是什么来头，接着突出自己产品的优势，淡化竞争对手产品的优势让客户满意。

Provided that customers don’t need the products for the time being, we have no choices but put it in the future. Supposing that our prices exceed customers’budget, we can ask customers about it to make sure whether we can continue the cooperation. If some of our competitors appear, we have got to know firstly who our competitors are and then highlight our advantages and make our competitors’advantages less remarkable to satisfy customers.

而对于客户对于我们的不信任，我们应该表示理解，毕竟对于第一次合作，客户多少都有顾虑。我们才更应该展示和证明自己。

We can understand customers’distrust. After all, customer scruples more or less so it’s high time for us to show ourselves.

２、客户说不需要这个产品了

No need for the products

有时候，客户已经和我们谈好了几近一切内容，客户却突然告知我们不需要这个产品了。这的确非常令人沮丧，但并不意味着你就要和客户说bye bye，而是应当了解客户的潜台词：

Sometimes, customers have come to terms on almost every aspect with us while they inform us that they don’t need the products any more. Indeed, it’s frustrating while that doesn’t mean that we need to say goodbye to customers but to know about customers’unspoken words.

我已经找到中意的卖家

I have found a supplier after my heart.

你们的产品和服务不足以令我满意

How disappointing your products and the services you provide are.

采购计划变动，最近不需要这个产品

We don’t need this product for the time being due to the change of procurement plan.

当猜测到了客户的真实想法之后，我们就要对症下药。如果客户已经找到了令其满意的其他供应商，那我们基本可以放弃此次合作，而寻找下一次合作。为了下一次合作，我们需要了解客户需求，询问客户以何等价格购入了何等产品，接着对比下我们的产品，突出我们的优势，为下次合作做准备。如果我们的产品和服务令客户不满，我们需要自我检讨，争取能给客户留下好印象。如果客户变动了采购计划，我们更不应该急躁，更不能抱怨客户言而无信，而是应该表现得更加大度，给他们留下深刻印象。

After knowing customers’real thoughts, we need to suit the remedy to the case. If customers have found other suppliers, we can basically give it up and search for the next one. For the next cooperation, we need to know customers’demand and ask what products they purchase at what costs. And we can have a simple comparison between our products with others. If our products and services are unsatisfying, we are supposed to have self-examination and try to leave customers a good impression. If customers change their procurement plan, we should not be impatient and complain customers' failure to keep faith but act magnanimous so as to make a profound impression.

二、顺应客户的拒绝

Comply with customers’refusal

被拒绝不可怕，接受客户拒绝的同时，也是给了客户和我们一次喘气的机会，一味地坚持只会给客户一种压迫的感觉。

It’s not terrible to get refused. The moment we accept customers’refusal, both customers and us have chances to take a break. We’ll only oppress customers if you are die-hard.

１、用拒绝回应拒绝

Respond customers with refusal

有时候，客户并非当真想拒绝我们，只是想让我们作出让步，以期获得最低报价。

如果客户拒绝，那么，“那真的很遗憾，我们已经报出最低价格，再低我们做不了了。”； “很抱歉，我们已经尽力了，如果您真的不需要，我们也无能为力。” 勇敢地拒绝客户后，客户却反而主动过来说要下订单。原因很简单，客户只不过是试图套出我们的底价。

Sometimes, customers don't really want to reject us but just want our compromise to have a lower price. If customer refuses, then we can say: "So sorry for that. We have quoted the lowest price. We can't make it a lower price."; "Sorry, we we have tried our best. If you really don't need it, we can do nothing for that." After you refuse customer bravely and customer says he wants an order, then the reason is simple that he just wants to get your bottom price.

２、用包容回应拒绝

Respond customers with tolerance

客户总是有很多理由拒绝我们。不论何种理由，是否真假，我们始终要表现出尊重客户的选择，不是反驳，也不是抱怨。我们要做的就是完成好自己的本职工作，为客户提供优质的服务。或许最后我们没有等来客户的订单，但我们的大度肯定能给客户留下一个好印象。

Customers always have hundreds of excuses to reject us. Despite what excuses customers utilize or the authenticity, we are supposed to respect customers’choices without contradiction and complaints. All we have to do is to fulfil our own work so as to provide the best services we can do. Perhaps, we don’t have orders from customers in the end but we can certainly leave customers a good impression.