外贸洽谈中，如何搞定关键决策人（六大类）？

引言

外贸 B2B 本质就是大客户销售。在大客户销售的过程中，一系列关键决策人的判断会影响订单发展的走向。不同的关键决策人，关注的侧重点不同。我们要学会见人说人话，见鬼说鬼话。如果我们能搞定所有的关键决策人，订单自然而然就拿下了。

本文主要内容有三个模块：
1. 关键决策人如何分类？
2. 不同决策人的工作职责和关注点是什么？
3. 营销关键决策人的若干思路参考。

1.关键决策人如何分类

根据决策人职责和关注点，我把关键决策人分为六大类，每一类决策人的英文头衔归档如下。熟悉这些英文头衔可以帮助我们快速挖掘精准决策人，比如利用领英的 Sales Navigator（付费功能）时，职位信息栏是一个不能忽视的筛选项。

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请注意，公司规模大小不同，部门架构不同，那么订单决策人也会不同。比如很多公司的产品经理和产品设计经理是重合的，又比如很多小公司的采购经理就是老板自己。
请根据实际情况，灵活营销决策人。

1.1老板及高管类

Owner
Founder
Co-Founder
President
VP
Vice President
Executive Director
CEO
Chief Executive Officer
GM
General Manager
Director
Managing Director
Director Of Business Development
Merchandise Manager

1.2采购经理类

Buyer
Assistant Buyer
Purchasing Buyer
Procurement Buyer
Group Purchasing
General Purchasing
GM Purchasing
Foreign Purchasing
Initial Purchasing
Inter & Purchasing
Import & Purchasing
International Purchasing
Head Purchasing
Global Purchasing
Indirect Purchasing
Import Purchasing
Director Of Purchasing
Head Of Purchasing
Purchasing Manager
Vice President Purchasing
Vice President Of Product Management
Product Manager
Supply Chain Specialist
Supply Chain Manager
Supply Chain Management
Supply Director
Senior Supply Chain Specialist
Supply Specialist
Supply Manager
Procurement Manager
Director Of Procurement
Procurement Officer
Head Of Procurement
Purchasing Assistant
Purchasing Officer
Purchasing
Head Of Supply Chain Management
Director of Supply Chain Management
Vice President Supply Chain Management
Executive Supply Chain Management
Vice President Of Merchandising
Purchasing Inventory Manager
Sourcing Manager
Sourcing Director
Purchasing Supervisor
Purchasing Representative
Finance & Purchasing
HOD Purchasing

1.3产品经理类

Head of Product
Head Of Product Management
Director of Product Management
Lead Product Manager
Vice President Of Products
Chief Product Officer
Director Of Merchandise Planning
Merchandise Director
Product Project Manager

1.4市场、运营、销售类

Director Of Operations
Sales Director
Sales Leader
Sales Maker
Marketing
Online Marketing Manager
Regional Marketing Manager
International Marketing Manager
Product Marketing Manager
Social Media Marketing Manager
Trade Marketing Manager
Marketing Manager
Sales & marketing manager
Senior marketing manager

1.5产品设计类

Designer 
Design Director
Design Manager
Design Leader
Head of Design
Designers Assistant
Design Engineer

1.6财务经理类

Finance & Purchasing
CFO
Chief Financial Officer
Finanzvorstand
Financial Controller
Treasurer

2.不同关键决策人的职责和关注点

因为职能分工不同，不同决策人的关注点也会不一样。搞定关键决策人的核心原则是要了解关键决策人的工作职责和工作过程中的痛点。

看菜吃饭，看人说话，往往才能获得出其不意的效果。继续往下看。

2.1老板及高管类

职责：

• 公司整体战略规划和决策, 确保公司的长期发展和盈利能力；
• 重大业务方向的决策；
• 管理团队各部门，确保人力资源的合理调配；
• 确保公司经营目标的实现；

关注点：

• 时刻关注市场动态，把握产品创新趋势；
• 时刻关注竞争对手动态；
• 提高公司品牌价值；
• 提高公司资源的高效配置；
• 提高公司人效比；
• 时刻关注当地营商环境的政策变化和市场风险；

2.2采购经理类

职责：

• 供应商选择和管理；
• 根据公司需求，制定采购计划并执行；
• 供应链管理和优化，每年新增一定比例供应商并淘汰部分劣质供应商；
• 价格谈判和合同管理；
• 对供应商进行质检或者管理第三方质检团队；
• 处理供应商售后问题，必要时扣款、索赔；

关注点：

• 需要找到可靠、质优、货期准的供应商；
• 控制采购成本，争取有利的付款条件，确保预算达标；
• 确保供应链的稳定性和交货及时性；
• 避免售后问题的发生，若发生，需保证供应商配合索赔；

2.3产品经理类

职责：

• 产品开发和管理；
• 市场调研、客户画像分析和需求变化分析；
• 产品生命周期管理；
• 协调研发、生产和市场团队；
• 与供应商协作，将产品设计落地为实物；
• 根据终端客户反馈，优化产品功能；

关注点：

• 市场趋势研判；
• 如何迅速响应市场变化和客户需求，开发出畅销的产品？
• 竞品的创新方向；
• 延长畅销产品的生命周期；
• 确保产品从开发、生产到上市的节奏；
• 在产品成本、利润和销量之间找到一个好的平衡点；

2.4市场、运营、销售类

职责：

• 负责产品的市场推广和品牌管理；
• 制定销售策略；
• 管理线上、线下销售渠道；
• 建立并管理客户关系；
• 市场数据分析和报告；

关注点：

• 需要开发爆品，不断提升品牌知名度和市场份额；
• 管理多渠道的市场推广活动；
• 保持并提高客户满意度和忠诚度；
• 分析市场数据，特别是主要竞争对手的数据，调整销售策略；

2.5产品设计类

职责：

• 负责产品设计和创新；
• 了解设计趋势，并对市场定期调研；
• 根据终端客户反馈，调整产品设计；
• 管理设计项目的进度和质量；

关注点：

• 需要持续创新，满足市场和客户需求；
• 确保产品设计的可执行性；
• 在设计过程中就控制产品的成本预算；

2.6财务经理类

职责：

• 公司财务管理和预算控制；
• 避免财务风险；
• 成本控制和财务分析；
• 提高资金运作效率
• 提高企业融资能力；

关注点：

• 避免公司出现财务风险；
• 争取有利于公司的付款方式；
• 管理成本，优化财务绩效；

3.营销关键决策人的若干思路

在看完六类关键决策人的工作职责和关注点后，我们对他们的工作情况应该就有了一个大概的轮廓。

在开发新客户时，所有决策人都可能会成为我们的业务洽谈的突破口。作为供应商，我们应当在他们的关注点中找出连接点和营销机会。(相关阅读：外贸开发信到底应该怎么写？)

下面是我汇总的一些例句，也许会对你有点启发。请切记，在你承诺给客户提供某种解决方案的时候，请一定是真的有对应的解决方案，而不是只是说说而已。

3.1针对老板及高管的营销思路和话术

1. 品牌价值：Elevate your brand’s presence with our high-quality, reliable products. Our commitment to excellence ensures your brand stands out in a crowded marketplace, enhancing its value and reputation.
2. 行业动态：Our insights enable you to make strategic decisions with confidence, positioning your company for success.
3. 提高人效比：Boost your company’s productivity with our dependable supply chain solutions. Our consistent, high-quality service allows your team to focus on what they do best, improving overall efficiency.
4. 供应链趋势：We understand the production of most Chinese suppliers. Our production analysis report is your strategic compass to help you cope with the ever-changing market competition.

3.2针对采购经理的营销思路和话术

1. 可靠的供应链：Ensure the reliability of your supply chain with our stable and high-quality products. We prioritize consistency and dependability, minimizing any disruptions to your operations.
2. 成本优势：Control your costs with our competitive pricing and tailored payment terms. Our flexible approach helps you manage your budget more effectively, optimizing your financial resources.
3. 生产进度跟踪：We can provide transparent production progress reports to ensure product delivery and quality.
4. 售后支持：Minimize your operational risks with our exceptional after-sales service. We are committed to supporting you long after the sale, ensuring your operations run smoothly and efficiently.

3.3针对产品经理的营销思路和话术

1. 产品优势：Stay ahead of the curve with our cutting-edge products that align with the latest market trends. We continuously innovate to ensure you always have access to the most advanced solutions in the industry.
2. 市场趋势：Stay ahead of the curve with our comprehensive market trend reports. We provide insights to help you make informed decisions and develop products that meet current market demands.
3. 打样政策：We work with you to create the ideal sample, allowing for as many modifications as needed to meet your exact specifications.
4. 灵活的定制方案：Adapt swiftly to market changes with our flexible customization services. We respond quickly to your evolving needs, ensuring you always have a competitive edge.
5. 竞争对手动态：Gain a competitive advantage with our detailed competitor analysis. We keep you informed about the latest innovations in the market, helping you stay one step ahead.

3.4针对市场、运营、销售的营销思路和话术

1. 市场份额：We’re excited to introduce our latest product line, designed to disrupt the market and elevate your brand to new heights of recognition and market share.
2. 超预期的产品：Enhance customer loyalty with our unwavering focus on quality. We’re dedicated to providing products and services that exceed expectations.
3. 多渠道成功案例：My products have helped clients generate significant revenue in their local markets. They have been successful in multiple sales channels.

3.5针对产品设计的营销思路和话术

1. 合作创新：Use our expert design and development services to drive continuous innovation. We can work with you to create breakthrough products that meet market and customer needs.
2. 保密协议：We sign a product confidentiality agreement with each client to ensure that your inspiration is not infringed upon.
3. 设计可行性：Ensure the feasibility of your product design through our full production support. We ensure that your concepts are innovative, practical, and executable.

3.6针对财务经理的营销思路和话术

通常情况下，我们是接触不到客户公司的财务经理。但是有的时候会开集体视频会议，有备无患。另外，营销财务经理岗位的话术对老板和高管级别的人同样有效。

1. 灵活的付款方式和信用支持：We offer flexible payment options and credit support, which improves the efficiency of capital utilization for your company.
2. 成本优化：Our diverse production processes help our customers to optimize the cost of their products.
3. 资金周转率：Thanks to the strength of our supply chain, we are very efficient in our delivery. This can help you quickly spread the goods to seize the market and improve the capital turnover rate.

结语

不同的行业，它们的公司架构和采购流程不一样，那么决策人和决策人之间的话语权分量就不一样。比如机械类、电子类等生产型行业，老板和生产经理具有的决策权就很高。

所以在做客户的过程中，我们要先深度分析目标客户公司的组织架构，然后再灵活营销相关决策人。

请思考一下，在你的行业，客户公司的关键决策人通常都有哪些呢？