匯率和海運(yùn)費(fèi)近半年來居高不下，近期暴漲的原材料又讓不少制造商本就微薄的利潤(rùn)在此縮水，稍一不慎，虧本做訂單。

對(duì)于這部分廠商來說，漲價(jià)是無奈但無可避免的選擇。

那么如何寫一封讓客戶能接受的漲價(jià)函呢？以下有幾個(gè)要點(diǎn)。

首先要明確的一點(diǎn)是：你向客戶提漲價(jià)，但你并不是過錯(cuò)方。所以不要一上來就給客戶道歉，或是把姿態(tài)放得很低，以至于后面有理也不占理，如果客戶趁機(jī)提出一些不合理要求，你還要怎么拒絕？

漲價(jià)，只是一個(gè)客觀事實(shí)，是需要合作雙方去共同消化的問題，在商言商，你沒有什么對(duì)不起客戶的地方。

但是也要注意，雖然道理是這個(gè)道理，但你也別冷冰冰甩給客戶一句：

“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，不然還是需要注意語氣，做到不卑不亢，有禮有節(jié)。

你總不能說“因?yàn)楸娝苤脑颍覀円獫q價(jià)了”，即使原因真的眾所周知。

匯率漲了幾個(gè)點(diǎn)，海運(yùn)費(fèi)漲了多少錢，產(chǎn)品涉及的主要原材料分別漲了多少？這些都要在郵件中有個(gè)概述，可以能用直觀的圖表來說明。

拿著上述證據(jù)，也不需要一股腦全部丟在郵件里。針對(duì)不同客戶，可以從其最關(guān)注的地方入手來陳述理由。

比如比較重視價(jià)格的，那么就給他算賬，把增加的成本一筆一筆算清楚；

更重視質(zhì)量的，就要向他證明，為了維持原有的品質(zhì)，漲價(jià)是必然的結(jié)果。

此外，也要提醒客戶你能夠提供的價(jià)值不僅僅在于產(chǎn)品的價(jià)格，客戶也應(yīng)看到你在其他方面的付出。

其他客戶還需納入考慮范圍的因素包括：

• 產(chǎn)品質(zhì)量的穩(wěn)定性；

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

• 服務(wù)響應(yīng)速度和周到程度；

• 出現(xiàn)問題時(shí)的解決能力；

• 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；

• 合作的時(shí)間長(zhǎng)短、對(duì)彼此的了解等，當(dāng)然溝通成本也是成本。

漲價(jià)需要一步到位，不要今天通知客戶漲3%，看客戶沒有強(qiáng)烈抵觸，沒過幾天你又給客戶漲2%。這種漲法，脾氣再好的客戶都會(huì)憤怒。

如果擔(dān)心成本繼續(xù)攀升，不妨在報(bào)價(jià)單中列明報(bào)價(jià)的有效時(shí)限，或者約定一些條款，比如人民幣再升值x個(gè)點(diǎn)，報(bào)價(jià)即失效，等。

漲價(jià)生效的時(shí)間能夠長(zhǎng)一點(diǎn)，給客戶留一些緩沖和消化的時(shí)間。

想想那些奢侈品店在漲價(jià)前大門口排了多少人！你不妨也試試看，是不是能夠利用漲價(jià)的deadline促成一些訂單。

以上這些要點(diǎn)，可以根據(jù)客戶的屬性而自由組合，通過一封或者多封郵件讓客戶接受漲價(jià)這一現(xiàn)實(shí)。一些好用的金句整理如下：

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).

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.

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.

用主動(dòng)語態(tài)傳遞積極消息，用被動(dòng)語態(tài)傳遞消極消息。

簡(jiǎn)單來說，就是好事是我做的，壞事是被逼的。比如以下兩個(gè)例句，請(qǐng)注意分辨哪個(gè)會(huì)讓客戶心里更舒服一些：

• ×We will be increasing our prices…

• √Our prices will be increasing…

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.

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指數(shù)即波羅的海貨運(yùn)指數(shù)，航運(yùn)界的最權(quán)威、最重要指數(shù)之一。

查詢官網(wǎng)：

https://fbx.freightos.com/

The cost of 某種原材料 has continued to increase at an unexpected rate of 幾個(gè)點(diǎn) since 從何時(shí)開始 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.

工具：Google或Bing.com國(guó)際版（更有利于英文搜索），以關(guān)鍵詞“hike price +原材料名稱”或“price increase +原材料名稱”開始搜索“新聞”，就能夠獲得大批資訊，以時(shí)間排序，篩選出你要的素材即可。

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.

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.

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. 

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.

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

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.

素材下載

附贈(zèng)20份國(guó)外廠商的真實(shí)的英文漲價(jià)函，看看人家是怎么說的！

打包文件下載辦法，關(guān)注“焦點(diǎn)視界”公眾號(hào)（ID：focusvision）后，在對(duì)話框里回復(fù)“漲價(jià)”，系統(tǒng)自動(dòng)發(fā)送。