商务谈判对话实例

1、商努谈判对话实例Dan Smith是一位美国的健身用品经销商， 此次是Robert Liu第一回与他交手。 就在 短 短儿分钟的交谈中，Robert Liu既感到这位大汉粗犷的外表，藏有狡兔的心思一一他肯 定 是沙场老将，自己绝不可掉以轻心。双方第一回过招如下：D: rd like to get the ball rollingf开始）by talking about prices.R: Shoot?（洗耳恭听）rd be happy to answer any questions you may have.D: Your products are very good. But Im a li

2、ttle worried about the prices youre asking.R: You think we about be asking for mo re?（laughs）D:（chuckles莞尔）Thats not exactly what I had in mind. I know your research costs are high,but what Id like is a 25% discount.R: That seems to be a little high, Mr. Smith. I dont know how we can make a profit w

3、ith thosenumbers.D: Please, Robert, call me Dan（. pause）Well, if we promise future businessvolumesales（大笔交易）-that will slash your costs（大量减低成本Jfor making the Exec-U-ciser,right?R: Yes, but its hard to see how you can place such large orders. How could you turn over（销磬）so many?（pause）Wed n eed a guar

4、a ntee of future bus in ess, not just a promise?D: We said we wanted 1000 pieces over a six-mo nth period. What if we place orders fortwelve months, with a guarantee?R: If you can guarantee that on paper, I think we can discuss this further.Robert回公司呈报Dan的提案后，老板很满意对方的釆购计划;但在折扣方面则希望Robert能继续维持强硬的态度，

5、尽量探出对方的底线。 就在这七上七八的价格翘翘板上,双 方是否能找到彼此地平衡点呢?请看下面分解：R: Even with volume sales, our coats for the Exec-U-Ciser wont go down much.D: Just whatare you proposing?R: We could take a cut（降彳氐Jon the price. But 25% would slash our profit margin（毛 禾U率J.We suggest a compromise- 10%.D: Thats a big change from 25!

6、 10 is beyond my negotiating limit,（pause）Any other ideas?R: I dont think I can change it right now. Wliy dont we talk again tomorrow?D: Sure. I must talk to my office anyway. I hope we can find some common ground（共 同信念）on this.NEXT DAYD: Robert, Tve been instructed to reject the numbers you propose

7、d; but we can try to comeup with some thing else.R: I hope so, Dan. My instructions are to negotiate hard on this dealbut Im try very hardto reach some middle groundf互相妥协D: I understand. We propose a structured deal（阶段式和约）.For the first six months, we geta discount of 20%, and the next six months we

8、 get 15%?R: Dan, I cant bring those numbers back to my officetheyll turn it down flat（打回 票）.D: Then youll have to think of something better, Robert.Dan上回提议前半年给他们二成折扣，后半年再降为一成半，经Robert推翻后，Dan再三表示让步有限。您知道Robert在这折扣缝隙中游走，如何才能摸出双方都同意 的数 字呢?他从锦囊里又掏出什么妙计了呢?请看下面分解：R: How about 15% the first six months, and

9、 the second six months at 12%, with a guaranteeof 3000 units?D: Thats a lot to sell, with very low profit margins.R: Its about the best we can do, Dan.（pause）We need to hammer something out（敲定）today. If I go back empty-handed, I maybe coming back to you soon to ask for a job.（smiles）D:（smiles）OK, 17

10、% the first six months, 14% for the second?!R: Good. Lets iron out（ 解决）the remaining details. Wlien do you want to take delivery（取货）?D: Wed like you to execute the first order by the 31st.R: Let me run through this again: the first shipment for 1500 units, to be delivered in27 days, by the 31st.D: R

11、ight. We couldnt handle much larger shipments?R: Fine. But Id prefer the first shipment to be 1000 units, the next 2000. The 31st is quitesoon I cant guarantee 1500.D: I can agree to that. Well, if theres nothing else, I think weve settled everything.R: Dan, this deal promises big returns（赚大钱）for bo

12、th sides. Lets hope its the beginningof a long and prosperous relationship?今天Robert的办公室出现了一个生面孔Kevin Hughes,此人代表美国一家运动产 品公司，专程来台湾寻找加工。接洽的加工产品市运动型“磁质石育护垫”，受伤的运动 员 包上这种产品上场比赛，即可保护受伤部位，且不妨碍活动。现在，我们就来看看两人 的 会议现况：R: We found your proposal quite interesting, Mr. Hughes. We*d like to weigh the pros andcons

13、（衡量得失）with you.K: Mr. Robert Liu, weve looked all over Asia for a manufacturer ； your company is one ofthe most suitable.R: If we can settle a number ofbasic questions, Im confident in saying that we are the mostsuitable for your needs?K: I hope so. And what might be the basic questions you have?R:

14、First, do you intend to take a position in（投资于Jour company?K: No, we dont Mr. Liu. This is just OEM.R: I see. Then, the most important thing is the size of your orders?Well have to invest agreat deal of money in the new production process.K: If you can guarantee continuing quality, we can sign a com

15、mitmentK: If you canguarantee continuing quality, we can sign a commitment for 75,000 pieces a year, for five years.R: At U.S. $1000 a piece, well make an average return of just 4%. Thats too great afinancial burden for us.K: Ill check the number later, but what do you propose?R: Heres how you can d

16、emonstrate commitment to this deal. Make it ten years, increase theunit price, and provide technology transfer.Robert在前面的谈判最后提出签约十年的要求，Kevin会不会答应呢?如果答案是否 决 的话，Robert X有何打算?他一心为公司的利益打算，极力争取技术转移地协定，而对方会甘心出让此项比金钱更珍贵的资产吗?请看以下分解：K: We cant sign any commitment for ten years?But if your production quality

17、is good after thefirst year, we could extend the contract and increase our yearly purchase.R: That sounds reasonable. But could you shed some light on（透露）the size of your orders?K: If we are happy with your quality, we might increase our purchase to 100,000 a year, for atwo-year period?R: Excuse me,

18、 Mr. Hughes, but it seems to me were giving up too much in this case. Wed begiving up the five-year guarantee for increased yearly sales?K: Mr. Liu, youve got to give up something to get something.R: If youre asking us to take such a large gamble（冒 险）for just two years sales. Im sorry,but youre not

19、in our ballpark（接受的范围）.K: Wliat would it take to keep Pacer interested?R: A three-year guarantee, not two. And a qualilty inspection（质量检查）tour after one yearis fine, but we*d like some of our personnel on the team?K: Acceptable. Anything else?R: Wed be making huge capital outlay（资本支出for the producti

20、on process, so wed like toset up a technology transfer agreement, to help us get off the ground（取得初步进步）. Robert在前面的谈判最后提出签约十年的要求，Kevin会不会答应呢?如果答案是否决的 话，Robert X有何打算?他一心为公司的利益打算，极力争取技术转移地协定，而对方会甘心出让此项比金钱更珍贵的资产吗?请看以下分解：K: We cant sign any commitment for ten years. But if your production quality is goo

21、d after thefirst year, we could extend the contract and increase our yearly purchase.R: That sounds reasonable. But could you shed some light on（透露）the size of your orders?K: If we are happy with your quality, we might increase our purchase to 100,000 a year, for atwo-year period?R: Excuse me, Mr. H

22、ughes, but it seems to me were giving up too much in this case. Wed begiving up the five-year guarantee for increased yearly sales.K: Mr. Liu, youve got to give up something to get something.R: If youre asking us to take such a large gamble（冒险）foijust two years sales, fm sorry,but youre not in our b

23、allpark（接受的范围）.K: Wliat would it take to keep Pacer interested?R: A three-year guarantee, not two. And a qualilty inspection（质量检查）tou r after oneyear is fine, but wed like some of our personnel on the team?K: Acceptable. Anything else?R: Wed be making huge capital outlay（资本支出）for the production proc

24、ess, so we*d liketo set up a technology transfer agreement, to help us get off the ground（取得初步进 步）.2001年11月19日上午11时57分26秒行至此处，谈判都还算是在和谐的气氛 下 进行，双方各自寻求获利的方案。但针对技术转移这一项，Robert所提的保证和要求 能否 消弭Kevin心中的顾虑，而今此谈判终露曙光呢?以下对话即为您揭晓：K: If we transferred our technical and research expertise（技术与研究的专业知识J whatwould s

25、top you from making th esame product?R: Wed be willing to sign a commitment. Well put it in writing（书面保证）that we wontcopycat（仿冒）the Sports Cast with in five years after ending our con tract.K: Sounds O.K., if its for any similar11product. That would give us better protection?But K:Sounds O.K., if it

26、s for any similar1product. That would give us better protecti on. But wed have tointerest on a ten year limit.R: Fine. We have no intention of becoming your competitor.K: Great?Then lets settle the details of the transfer agreementR: Well need you to send over some key personnel to help us purchase

27、the equipment andtrain our technical people?How long do you anticipate that will take?K: A week to put the team together, three weeks to train your people. If so, when do youestimate starting production?R: Our first production run（批的生产）should be one week after our team finishes itstraining. But Id l

28、ike your team to stay a full week after that, to handle any kitches that pop up（处理突发的事件）.K: Can do. Everything seems to be set, Robert. Til bring in a sample contract tomorrow. If youlike, we can sign it then. Botany Bay是家生产高科技医疗用品的公司。 其产品病例 磁 盘”可储存个人病例;资料取用方便，真是达到“一盘在手，妙用无穷”的目的。此产品可 广泛使用于医院、养老院、学校等

29、。因此Pacer有意争取该产品软硬件设备的代理权。以下就是Robert与Bota ny Bay的代表，Mark Davis,首度会面的情形：M: Mr. Liu, total sales on theMedic-Disk were U.S.$ 100,000 last year, through our agent in Hong Kong.R: Our research shows most of your sales, are made in the Taipei area. Your agent has onlybeen able to target the Taipei marketf

30、把.作为目标市场）.M: True, but we are happy with the sales. Its a new product. How could you do better?R: Were already well-established in the medical products business. The Medic-Disk would bea good addition to our product range?M: Can you tell me what your sales have been like in past years?R: In the past

31、 three years, our unit sales have gone up by 350 percent; profits have gone upalmost 400 percent.M: Wliat kind of distribution capabilitiesf分销能力）do you have?R: We have salespeople in four major areas around the island, selling directly to customers.M:Wliat about your sales?R: In terms of unit sales,

32、 55 percent are still from the Taipei area. The rest conies from theKaohsiung, Taichung, and Tainan areas?Thats a great deal of untapped market potential未开发的市场潜力）,Mr. Davis.商务谈判实例（八）2001年12月4日上午11时50分24秒Robert说明Pacer在行销与技术上的基础 后， 终于取信了Mark,也为此谈判迈开成功的第一步。在谈判佣金鱼合约期限这类议题之 前，Robert想先确定一些条件， 包括独家代理权与Botany Bay所能提供的协助