商务谈判实实例

1、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。就在短短几分钟的交谈中，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: Id like to get the ball rolling（开始）by talking about prices. R: Shoot.（洗耳恭听）Id be happy to answer any questions you may have. D: Your products are very good. But Im a little worried

2、about the prices youre asking. R: You think we about be asking for more?(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 with thos

3、e numbers. D: Please, Robert, call me Dan. (pause) Well, if we promise future businessvolume sales（大笔交易）that will slash your costs（大量减低成本）for 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 need a guaran

4、tee of future business, not just a promise. D: We said we wanted 1000 pieces over a six-month period. What if we place orders for twelve 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，老板很满意对方的采购计划;但在折扣方面则希望Robert能继续维持强硬的态度，尽量探

5、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 what are you proposing? R: We could take a cut（降低）on the price. But 25% would slash our profit margin（毛利率）.We suggest a compromise10%. D: Thats a big change from 25! 10 i

6、s beyond my negotiating limit. (pause) Any other ideas? R: I dont think I can change it right now. Why 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 DAY D: Robert, Ive been instructed to reject the numbers you proposed

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

8、nths we 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 mon

9、ths, and the second six months at 12%, with a guarantee of 3000 units? D: That's a lot to sell, with very low profit margins. R: It's about the best we can do, Dan. (pause) We need to hammer something out （敲定）today. If I go back empty-handed, I may be coming back to you soon to ask for a job

10、. (smiles) D: (smiles) O.K., 17% the first six months, 14% for the second?! R: Good. Let's iron out（解决）the remaining details. When do you want to take delivery（取货）? D: We'd like you to execute the first order by the 31st. R: Let me run through this again: the first shipment for 1500 units, t

11、o be delivered in 27 days, by the 31st. D: Right. We couldn't handle much larger shipments. R: Fine. But I'd prefer the first shipment to be 1000 units, the next 2000. The 31st is quite soon - I can't guarantee 1500. D: I can agree to that. Well, if there's nothing else, I think we&#

12、39;ve settled everything. R: Dan, this deal promises big returns（赚大钱）for both sides. Let's hope it's the beginning of 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“磁质石膏护垫”，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 fou

13、nd your proposal quite interesting, Mr. Hughes. We'd like to weigh the pros and cons（衡量得失）with you. K: Mr. Robert Liu, we've looked all over Asia for a manufacturer; your company is one of the most suitable. R: If we can settle a number of basic questions, I'm confident in saying that we

14、 are the most suitable for your needs. K: I hope so. And what might be the basic questions you have? R: First, do you intend to take a position in（投资于）our company? K: No, we don't, Mr. Liu. This is just OEM. R: I see. Then, the most important thing is the size of your orders. We'll have to i

15、nvest a great deal of money in the new production process. K: If you can guarantee continuing quality, we can sign a commitment for 75,000 pieces a year, for five years. R: At U.S. $1000 a piece, we'll make an average return of just 4%. That's too great a financial burden for us. K: I'll

16、 check the number later, but what do you propose? R: Here's how you can demonstrate commitment to this deal. Make it ten years, increase the unit 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又有何打算？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：

17、 K: We can't sign any commitment for ten years. But if your production quality is good after the first 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

18、, we might increase our purchase to 100,000 a year, for a two-year period. R: Excuse me, Mr. Hughes, but it seems to me we're giving up too much in this case. We'd be giving up the five-year guarantee for increased yearly sales. K: Mr. Liu, you've got to give up something to get somethin

19、g. R: If you're asking us to take such a large gamble（冒险）for just two year's sales, I'm sorry, but you're not in our ballpark（接受的范围）. K: What 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 year is fine, but we

20、'd like some of our personnel on the team. K: Acceptable. Anything else? R: We'd be making huge capital outlay（资本支出）for the production process, so we'd like to set 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，Rob

21、ert又有何打算？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 can't sign any commitment for ten years. But if your production quality is good after the first year, we could extend the contract and increase our yearly purchase. R: That sounds reasonable. But could you shed some light on（透露）

22、the size of your orders? K: If we are happy with your quality, we might increase our purchase to 100,000 a year, for a two-year period. R: Excuse me, Mr. Hughes, but it seems to me we're giving up too much in this case. We'd be giving up the five-year guarantee for increased yearly sales. K:

23、 Mr. Liu, you've got to give up something to get something. R: If you're asking us to take such a large gamble（冒险）for just two year's sales, I'm sorry, but you're not in our ballpark（接受的范围）. K: What would it take to keep Pacer interested? R: A three-year guarantee, not two. And a

24、 qualilty inspection（质量检查）tour after one year is fine, but we'd like some of our personnel on the team. K: Acceptable. Anything else? R: We'd be making huge capital outlay（资本支出）for the production process, so we'd like to set up a technology transfer agreement, to help us get off the grou

25、nd（取得初步进步）. 商务谈判实例 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除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）, what would stop you from making th esame product? R: We'd be willing to sign a commitme

26、nt. We'll put it in writing （书面保证）that we won't copycat（仿冒）the Sports Cast within five years after ending our contract. K: Sounds O.K., if it's for any "similar" product. That would give us better protection. But we'd have to interest on a ten year limit. R: Fine. We have n

27、o intention of becoming your competitor. K: Great. Then let's settle the details of the transfer agreement. R: We'll need you to send over some key personnel to help us purchase the equipment and train our technical people. How long do you anticipate that will take? K: A week to put the team

28、 together, three weeks to train your people. If so, when do you estimate starting production? R: Our first production run（一批的生产）should be one week after our team finishes its training. But I'd like 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. E

29、verything seems to be set, Robert. I'll bring in a sample contract tomorrow. If you like, 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。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Botany Bay的代表，Mark Davis，首度会面的情形： M: Mr. Liu, total sales onth

30、e Medic-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 only been able to target the Taipei market（把作为目标市场）. M: True, but we are happy with the sales. It's a new product. How could you do bet

31、ter? R: We're already well-established in the medical products business. The Medic-Disk would be a good addition to our product range. M: Can you tell me what your sales have been like in past years? R: In the past three years, our unit sales have gone up by 350 percent; profits have gone up alm

32、ost 400 percent. M: What kind of distribution capabilities（分销能力）do you have? R: We have salespeople in four major areas around the island, selling directly to customers. M: What about your sales? R: In terms of unit sales, 55 percent are still from the Taipei area. The rest comes from the Kaohsiung, Taichung, and Tainan areas. That's 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。你知道Robert运用了哪些技巧，才不会让Mark以