如何顺利开发法国市场？一位法籍销售经理给出12项必知细节
作为一个法国土生土成的当地人，我想向大家分享下如何有效跟进法国客户
“金贸杯”达人挑战赛系列专题 第83篇
宁波佰芙家居用品有限公司
宁波佰芙家居用品有限公司
分享人：Arthur MORCHE （法国籍销售经理工作在宁波,母语是英文法语）
3704 l 7分钟
【 中文分享 】
一、和中国制造网的首次接触
由于疫情，我和我的团队不能再像过去一样参加国内外展会或出差，以吸引尽可能多的潜在客户。因此，自2020年2月以来，我们需要找到一个解决方案以保持业务增长和销售额的增加。
我的公司在比利时和德国已经有很好的客户资源，但我们的法国客户很少，我们一直想扩大到法国市场，希望从法国获得更多的销售和订单。我们原计划是通过参加法国的展会，准备一个漂亮的展位，尽可能多地收集当地客户的名片和需求，以便在交易会期间开始报价，然后再花几天时间与当地客户进行讨论，一旦有机会就前往拜访这些客户。但由于现在疫情导致的旅行限制，这一切都成为了泡影，所以我们不得不考虑把通过线上的方式加大公司和产品的曝光。
我们考虑了好几家线上交易平台，并花了一个月的时间来分析哪个渠道能够帮助我们更好更快地获得欧洲客户（尤其是法国客户）。最后，我们得出的结论是：我们希望把公司和产品推出去的新渠道，是可以让我们的潜在客户在这个渠道快速便捷地寻找到他们想要的中国供应商的渠道。在进行了数据搜集和趋势分析之后，我们决定在中国制造网开设一个帐户，因为在那里，我们有很大的潜力去吸引更多法国客户。
二、法国客户在中国制造网的现状
在完成内部市场研究后，我们上传了与欧洲客户当前需求完美匹配的产品，尤其是针对法国客户。因为我们知道，这些产品在该地区的需求量很大。
在上传完产品的两天之后，我们就收到了第一个询价单，询盘的速度让我印象深刻。我们在上传产品时，注重了对大量细节的处理，因为我们知道必须尽最大努力吸引客户的注意，以最大限度地增加他们咨询和直接联系我们的概率。运营了几个月下来，我们对中国制造网平台的效果非常满意，因为目前已经收获了许多新客户和重新订购的客户，这些客户也都非常有价值。
这样的结果，也要归功于我们在市场营销上投入了大量的精力，我认为这样做很好。优秀的市场营销活动对于吸引顾客过来咨询是至关重要的，一旦客户把询价单交给你，那针对这个客户的市场营销工作就算圆满完成了，现在的销售人员应该就要这样做好把潜在客户转变成订购客户的工作。
三、如何有效跟进法国客户
作为一个法国土生土成的当地人，我想向大家分享下如何有效跟进法国客户。一旦一位法国客户（当然，这对其他客户也适用）向您询价，您可以通过这几个方面来展示您作为供应商的专业性：
1、严谨回答客户的所有要求/问题/要点，不要产生错漏。
2、对公司情况进行一个简短精要的介绍，但不要太长，客户没有这么多时间阅读一大堆信息
3、在和客户的第一次交流中要表现出礼貌，但不要过于讨好。法国客户在做生意时，最希望找到的是值得信赖的供应商，而不是以交朋友为首要
4、简洁高效。法国顾客喜欢听到快速直截的回答
5、对客户100%的诚实
6、在等待回答时，你不能给客户施加太多压力。法国客户在做生意的时候喜欢更从容的交流，他们不想太匆忙，考虑的方面也会比较多，最后才会选择一个新的供应商进行订购。耐心是一种美德，你也应该运用它。如果客户没有及时回复，可以及时给客户发送一封邮件或拨打电话，以防客户忘记您或是直接和你的竞争对手联系。
四、如何更好地与法国客户谈判
在与欧洲客户达成交易时，谈判是一个非常重要的时刻。你需要记住，顾客来找你主要有三个原因：
1、他们需要购买的产品/服务，只能从你那里得到
2、他们正在为现有供应链寻找替代供应商，你的产品/服务要么是在价格上更便宜，要么是在质量上更优秀
3、他们想要扩展新产品/新服务，认为你符合他们的期望，并且相信你有能力完成这项工作。
根据以上的不同情况，你将处于不同的谈判位置：
针对第一种情况，客户基本会按照你的要求来谈判，这样才可能帮助他顺利完成交易，因为客户也知道，这次合作将给他带来许多利润和优势，而这也是你作为供应商时的理想情况。
针对第二种情况，如果客户正在寻找一个新的供应商，那么你需要提供比他们目前所拥有的更高质的产品或更低廉的价格，所以，这种情况下，你的产品、团队和公司的附加值是谈判基础，你会需要花费大量时间说服客户，你们可以成为未来的长期合作伙伴。
针对第三种情况，如果客户认为你是最合适的供应商，并要求你报价或配合其他工作，那么你必须证明你的价格优势或专业服务。你需要公司进行最好的展示和介绍，以向客户证明从中国采购对他们的业务有利。在这种情况下，他们通常会考虑在欧洲，印度或中国进行生产，最终寻求最适合自己的解决方案。请记住，法国的客户会在中国寻找更便宜的解决方案，因此请记住保持价格竞争力。
五、如何在法国市场取得成功
1、法国客户一般都会寻求长期的合作伙伴关系，因此一旦与你合作不错，他们就会坚持与你合作，所以从第一次接触起，你就需要完全诚实地与法国客户进行沟通，并对你所承诺的产品服务和质量负责
2、产品需要拥有在法国使用和认可的认证资料，以及你的工厂/公司必须持有证书（ISO、BSCI等），你可以使用这些经过认可的第三方审核资料，向客户说明选择你的公司的理由。
3、你需要为客户提供真正的有附加值的解决方案，以表明你对他们是必要的，而不是一个普普通通、没有特别价值的供应商。你需要让所有工作都能为他们带来一定价值，这样他们才会意识到，没有你，对他们来说事情会变得更加复杂。
六、成功经验分享
在中国制造网平台，我们已经积攒了很多经验，也收到了来自许多法国客户的正向反馈，并且我们通过平台还找到了一个法国大客户，每月向我们采购，数量不小。除此之外，我们还收集到很多有潜力的A类客户，也一直在和对方保持联系。
作为一个法国人，我可以说，中国制造网极大地帮助我们获得了与公司业务相匹配的新线索，相信未来，我们的客户开发之路也是一片光明！
【英文分享】
I-Our first contact with Made in China
With the current COVID situation, it became impossible for my team and I to go to international fairs or to go on business trip like we usually do to attract as much customer as possible. So since February 2020, we had to find a solution in order to keep growing our business and increase our sales. My company has good resources already in Belgium and Germany but we always wanted to expend to the French market. We had few customers but always looking to get more sales and orders from France in order to become as lucrative as it was in China. Our usual plan would be to check the exhibition in France, prepare a nice booth, attend the fair, collect as much name card and demands as possible so we can start quoting during the fair. We would then spend few days to discuss with the local customers and go to visit them once the opportunity is close so we can conclude. As none of this is possible for now due to the travelling restrictions, we had to consider exposing our company and our products online. We considered several options to gain digital visibility and we spend a good month to analyze which option would be better and faster for us to get visibility, inquiries and demand from European customers and more specially the French ones. We came out to the conclusion that we want to promoter ourselves and the products that we are producing to a marketplace where our potential customers would consult to find suppliers in China. After consulting the data and the trends we decided to open an account with Made in China as there is a big potential for us to catch many more French customers rather than other marketplace or digital solutions
II-The status of the French customers in Made in China
After realizing a Market Study internally, we have uploaded the products that would be the perfect match of the current demand in Europe and more particularly in France as we knew that these products are in high-demand in this area. I remember that it was 2 days after uploading the products that we got our first inquiry and I was impressed how fast it worked out. We took a lot of attention into details while uploading our products as we knew we had to do our maximum to get customers’ attention as much as possible to maximize the number of inquiries and direct contact. After few months already, we are very satisfied of the results provided by the Platform Made-in-China as we are currently counting many new customers and re-ordering customers which are very valuable. We realized we did well to put a lot of effort in our marketing when we had these results. A proper marketing is essential to attract customer and make him come to you and to leave an inquiry. Once he dropped you the inquiry, the marketing job is done and now it’s all on the sales people to perform well to convert the prospect to an ordering customer.
III-How to efficiently follow-up with French customer
Once a French customer (Or anyone in general opinion) gave you an inquiry, you need to apply several rules to show your professionalism as a supplier:
-Reply strictly to all of his demand/questions/points and don’t forget one.
-Make a small introduction of you company but not too long, you don’t want to drown him in a pool of new information
-Be polite but not too friendly in the first communication. French customer want to find trustworthy supplier rather than friends while making business
-Be brief and efficient. French customers appreciate quick answer and straight to the point
-Be 100% honest with them
And on top of that, while waiting for your answer, you cannot push the customer too much. French customers like to take their time while doing business, they don’t want to be rushed and they will consider several aspects before ordering from a new supplier. Patience is a virtue that you should apply as well. In case of non-answer, keep sending a mail from time to time to represent your company and your services in case the customer forget you or there is a new person in position in the mail you used to contact.
IV-How to negotiate well with French customer
The negotiation is a very important time when it comes to closing a deal with European client. You need to keep in mind that customers will come to you for mainly three reasons:
-Purchase a product/service that they can only get from you
-Find an alternative supplier for their existing supply chain where your product/service is :
Cheaper
The quality is higher
-Extend their activity to a new product/service and believe you are matching their expectations and you are capable to do the job.
According to the situation that you have been selected, you will be in different position of negotiation.
With an exclusive product, the customer will follow your requirement and make his possible to close the deal as he know this collaboration will give him many profit and advantages. This is the ideal position for you as a supplier.
If they are looking for a new supplier on their existing product, you have to be able to provide better than what they currently have so here the added-value of your product, team or company is primordial. You will spend most of your time to convince them that you are their future long term partner.
If they believe that you are the best supplier and mandate you for a quotation or the job, you have to justify your price or service by the level of this. You need to make the best copy/presentation of your company to prove customer that purchasing from China will be beneficial for your business. In this position, they will often consider to produce either in Easter Europe, India or China. And in the end, they will go for the solution that is the most suitable to them. Keep in mind that customers in France will look in China for cheaper solution so keep in mind to stay competitive.
V-How to be successful in the French Market
French customers looks for long term partnership so once it is working well with you, they will stick with you so it’s capital that from the first contact, you are completely honest in your communication and on your products and company.
Your products need to pass certifications that are used and recognized in France.
As well as your factory/company must hold certifications (ISO, BSCI and so on) that show the customer a reason to select your company as it has been audited by third parties he recognized.
Then you need to provide real solutions and added values to your customer to show that you’re necessary to them and not another simple supplier with nothing special. You need to make all your action count so they realize that without you, it will be so complicated for them.
VI-Some successful stories
On our side, we have now a very good experience and feedback from French customers.
We are highly proud to present that we found a customer to order monthly and made our factory very busy.
We also found new partnerships that are very positive for the future.
I can tell that publishing on Made-in-China was really advantageous for us to get new leads that are matching our business and the future looks very bright!
2021-07
◆ “金贸杯”达人挑战赛，由中国制造网出品，旨在赋能中国外贸，帮助中国跨境企业把握时代发展机遇与全球贸易商机。本赛事以创新性、前瞻性、成长性、持续性为维，通过征文票选、视频号PK、线下演讲赛三大赛段，选拔最具数字化战略眼光及拼搏创新精神、找寻数智化大时代下洞见全球商机、引领产业创变的外贸菁英，打造首批中国制造网“外贸达人”。
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