In foreign trade transactions, price is often regarded as one of the main factors that determine the transaction. However, when we meet the price requirements of customers, or even offer a price lower than their expected quotation, we will still encounter rejection from customers. Behind this situation lies a deeper problem, namely trust. This article will explore the relationship between customers and intermediaries in foreign trade transactions and the impact of trust in the transaction process.
The nature of trust: When customers complain that the price is too high, we tend to focus on the price factor, but in fact, the trust issue may be the root cause of the failure to deal. Even if our price is lower than that of other suppliers, customers may still refuse to cooperate with us. This is because customers lack trust in us. No matter what kind of proof or promise we provide, customers always doubt our integrity and ability.
Two trust relationships: In foreign trade transactions, trust relationships can be divided into two types: direct trust and trust generated through intermediaries. Direct trust refers to the trust relationship between us and customers, while trust generated through intermediaries refers to the customer’s trust in a third party, rather than trust in ourselves. Customers may choose to contact us through intermediaries because they do not trust us enough and need to rely on third parties to provide guarantees.
Substitutes for trust: Customers’ choice to contact middlemen does not mean that they have increased their trust in us, but is more out of concern for risks and the need for alternatives. Sometimes, customers even use us to handle some matters, but do not really intend to cooperate with us. In this case, customers use middlemen as substitutes to spread risks and seek more favorable options.
The trust relationship in foreign trade transactions is complex and subtle, and the relationship between customers and middlemen adds an extra layer of twists and turns. Although we can increase customers’ trust in us by providing proof and promises, it takes time and patience to truly establish a solid trust relationship. Therefore, when facing customer rejection, we should not be overly frustrated, but should recognize the importance of trust and strive to establish a reliable trust relationship with customers, so as to achieve more cooperation opportunities.