《跨境电商实用英语》课件Unit 4-Chapter 3

PriceNegotiation跨境电商实用英语Chapter3Unit4On-saleServicesofCross-borderE-commerce跨境电商系列教材AcquirebasicknowledgeaboutpricenegotiationonCross-borderE-commerceplatforms1Useappropriateexpressionstoreplytocustomer’sinquiryaboutproductdiscounts2Mastertherightmethodsofdecliningthebuyers’counter-offer3LearningGoalsAfterstudyingthischapter,youareexpectedto：PARTONEWarming-upPART1Warming-upWorkingroup.Lookatwhatthefollowingpeoplesayordoandexpressyourownopinionswithyourgroupmembers.Trytorelatetoyourpersonalexperience.Alicewhohasbeendoingbusinessonlineformorethan5yearstoldnewsellers,“Discusswiththecustomeraboutthevalueinsteadofthepriceofyourproduct.”PART1Warming-upB.Jason,anexperiencedseller,said,“Cheapproductsdonotnecessarilysellwell.Whatsellswellaretheproductsthatmakecustomersfeelliketheyarecheap.”PARTTWOPassageReadingPART2PassageReadingUnlikedomesticonlinecustomers,mostcross-bordercustomersdonotbargainwithsellersinmostcases.Mostofthebuyerswilldecidewhethertoplacetheorderbasedonthereleasedprice.Someoftheunpaidordersmayresultfromthehighpriceoftheproductorshipping.Thesellermaycommunicatewiththebuyertimelyandunderstandthereasonsfortheunpaidorder.Ifyoudonotgetareply,youmaytaketheinitiativetoadjustthepriceoftheproductorshippingtoregainbuyers’focusandimprovetheconversionrate.

Butsomecustomerswillbargainwiththesellerfordiscountbeforeplacinganorder.Forthem,thesellershouldanalyzethepurposeofbargaining,respondanddealwithitspecifically.PriceNegotiation

Forsomeproductswithlimitedprofitmargin,thesellershouldrejecttherequestbyemphasizingqualityadvantage,priceadvantageoversimilarproductsorgoodreputation,andguidebuyerstoincreasetheordernumbertoobtainadiscount.Forsomeproductswithconsiderableprofitmargin,thesellershouldnotimmediatelycutthepriceafterthecounter-offerfromthecustomer,butshouldpretendtoaskthesupervisor’sapprovalandreplylater,sothatbuyersdonotthinkthereleasedpriceunrealisticallyhigh.PART2PassageReadingInaddition,therearesomesmallwholesalecustomersontheCross-borderE-commerceplatform.Manyforeignsmallbuyersfavoronlineordersbecauseofthedeliveryspeed,paymentafterarrivalofproducts,lowriskandrelativelyhighsecurityetc.Forthem,thesellershouldgivespecialattentionandactivelyfollowupwiththeinquiry.Theyshouldnegotiateaboutthewholesalepriceaccordingtothequantityandtrytoretainthesesmallwholesalecustomers,whichwillbringgreatadvantagestothepositivecycleofonlinestores.Ontheonehand,thesellercansetthewholesalepricewhenpublishtheproduct,sothatthebuyercanclickontheBulkPricebuttontoseetheproduct'sdefaultwholesaleprice.PART2PassageReadingOntheotherhand,inordertoattractsmallwholesalecustomers,thesellercanalsomakeclearthewholesalediscountorindicatethebuyertowritetonegotiateaboutthediscountonthehomepageorproductdescriptionpage.Whenfacedwithinquiryfromalargewholesaler,thesellermustseizetheopportunityandreplyindetails,includingthestyle,theamountofpurchaseandthecorrespondingoffer.Theofferusuallyincludesshipping,andshouldhavepriceadvantage,makingthebuyerfeelthathereceivesalargediscount.PART2PassageReadingNewWordsbargain

[ˈbɑ:gən]v.1NewWordtodiscussprices,conditions,etc.withsbinordertoreachanagreementthatissatisfactory（和某人就某事）讨价还价，商讨条件e.g.Ⅰ)Ourstorerefusestobargainovertheprice.我们商定拒绝讨价还价。Ⅱ)Inthemarketdealerswerebargainingwithgrowersoverthepriceofcoffee.在市场上商人正和种植者就咖啡的价格进行商谈。返回initiative

[ɪˈnɪʃətɪv]n.01NewWord2theabilitytodecideandactonyourownwithoutwaitingforsbtotellyouwhattodo主动性；积极性；自发性e.g.Ⅰ)Hedisplaysgreatinitiativeinhiswork.他工作很主动。Ⅱ)Shehopestoseizetheinitiativetodealwiththeproblem.她希望抓住处理问题的主动权。返回reject

[rɪˈdʒekt]v.NewWord3torefusetoacceptorconsidersth拒绝接受；不予考虑e.g.Ⅰ)Theproposalwasfirmlyrejected.这项提议被断然否决。Ⅱ)Werejectanysuggestionthatthelawneedsamending.对于任何暗示该法律需要修改的观点我们都拒绝接受。返回reputation

[ˌrepjuˈteɪʃn]n.NewWord4theopinionthatpeoplehaveaboutwhatsb/sthislike,basedonwhathashappenedinthepast名誉；名声e.g.Ⅰ)Thishasdoneincalculabledamagetohisreputation.这给他的声誉造成了难以估量的损失。Ⅱ)Companiesmustearnareputationforhonesty.公司必须树立诚信的声誉。返回considerable

[kənˈsɪdərəbl]adj.5NewWordgreatinamount,size,importance,etc.相当多（或大、重要等）的e.g.Ⅰ)Iwillforeverbegratefulforhisconsiderableinput.我将永远感激他的大量投入。Ⅱ)Hebroughttothejobnotjustconsiderableexperiencebutpassionateenthusiasm.他不仅给这一工作带来了不少经验，而且倾注了极大的热情。返回supervisor

[ˈsu:pəvaɪzə(r)]n.01NewWord6apersonwhosupervisessb/sth监督人；指导者；主管人e.g.Ⅰ)Asupervisorinenterpriseneedtobefamiliarwithrunningmethod.企业的管理者要谙熟经略之法。Ⅱ)Thesalesmansaidhewouldhavetoconsultthesupervisoraboutthematter.销售说关于这件事她得请示主管。返回approval[əˈpru:vl]n.NewWord7thefeelingthatsb/sthisgoodoracceptable;apositiveopinionofsb/sth赞成；同意e.g.Ⅰ)Wehopetoday'sofferwillmeetwithyourapproval.我们希望今天的提议也能够得到您的首肯。Ⅱ)Thechairmanhasalsogivenhisapprovalforaninvestigationintothecase.主席也已同意对此案进行调查。返回negotiate

[nɪˈgəʊʃieɪt]v.NewWord8totrytoreachanagreementbyformaldiscussion谈判；磋商；协商e.g.Ⅰ)Theyrecentlyfailedtonegotiateamutuallyacceptablenewcontract.他们最近未能谈成一个双方都满意的新合同。Ⅱ)Theyrefusedtonegotiateunlessthreepreliminaryrequirementsweremet.如果三项先决条件得不到满足，他们就拒绝谈判。返回retain[rɪˈteɪn]v.9NewWordtokeepsth;tocontinuetohavesth保持；持有；保留；继续拥有e.g.Ⅰ)Theinterioroftheshopstillretainsanineteenth-centuryatmosphere.这家商店的内部装修仍然保留着19世纪的风格。Ⅱ)Retaincopiesofallcorrespondence,sinceyoumayneedthematalaterdate.要保留好所有信件的副本，日后可能会用到。返回Phrases&Expressionsresultfrom产生于…，由…引起01P&Ee.g.Ⅰ)Hisfailureresultedfromnotworkinghardenough.他的失败是工作不够努力造成的。Ⅱ)Thecompanywasforcedtocutpricessharply,reducingitsprofitmargin.公司被迫大幅降低其产品价格，减少其利润。Phrases&Expressions01P&E02profitmargin

利润率e.g.Ⅰ)Weshouldconsiderourprofitmarginwhensettingourpricestructure.我们在制定价格结构时应该考虑到利润率。Ⅱ)Youshouldbeconcernedabouttheneedsofpotentialcustomers.你应该关心潜在客户的需求。Phrases&ExpressionsP&E03cuttheprice降价e.g.Ⅰ)Couldyoucutthepricedownalittlebit?你们能把价格降低一点吗?Ⅱ)Wewouldrathercutdownthepricethankeepalargequantityofgoodsinstock我们宁肯降低价格，也不愿积压大量货物。Phrases&Expressionspositivecycle良性循环04P&Ee.g.Ⅰ)Thisiscreatingapositivecycleofemploymentgenerationanddemandgrowth.这样就形成了就业机会增加和消费需求增长的良性循环。Ⅱ)Acompanyshouldformapositivecycleofinternalcontrolandcapitalmarket.公司应形成内部控制和资本市场间的良性循环。Phrases&Expressions01P&E05bulkprice

批发价e.g.Ⅰ)Thebulkpriceofthisitemisreallyagreatbargain.这款商品的批发价真的非常便宜。Ⅱ)Ifyouorder100piecesinoneorder,wecanofferyouthebulkpriceof5USD/piecewithfreeshipping.如果您一个订单订100件产品，我们可以为您提供批量价格5美元/件。Phrases&ExpressionsP&E06makeclear弄清；解释e.g.Ⅰ)Youshouldmakeclearexactlywhatyouwanttoknow.你应该确切地讲清楚你要了解什么。Ⅱ)I'dliketomakeclearmythoughtsonthesubject.我想说清楚我对这一话题的看法。Phrases&ExpressionsTask1Workinpairs.Readthepassageandanswerthefollowingquestions.1Whatcansellerdoiftheydon’tgetareplyfrombuyerabouttheunpaidorder?2Whatshallsellerdoifbuyerbargainsfordiscountbeforeplacinganorder?3Howcanbuyerattractandretainsmallwholesalecustomer?Task21.Ihaveameetingwithmy___________aboutthenewproduct.2.Youshould___________whatistobedonenext.3.Dotheplansmeetwithyour_________?4.Customerserviceemployeesshouldimprovetheir____________skills.5.Thenewproductionlinewasteda___________amountoftimeandmoney.6.Youwon’tgetmuchhelp.Youwillhavetouseyour________.7.Thestoreneedstorepositionitselfifitistoboostitssalesand___________.8.Theprojectisveryprofitable,witha____________ashighas100%.Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.

supervisor

makeclear

approval

negotiating

considerable

initiative

reputation

profitmarginsupervisorreputationmakeclear

approval

initiative

considerable

profitmarginTask31.去年，这个集团的纯利润率为30%。(profitmargin)_______________________________________________________________2.她不愿意主动这么做。(initiative)_______________________________________________________________3.平台已同意对此纠纷进行调查。(approval)_______________________________________________________________4.股票和债券能给人带来不菲的额外收入。(considerable)_______________________________________________________________5.在跟人谈项目前你得先制定一个计划。(negotiate)_______________________________________________________________6.我们要弄清楚买家给予差评的原因。(makeclear)_______________________________________________________________TranslatethefollowingsentencesintoEnglish,usingtheexpressionsinbrackets.The

group

had

a

net

profit

margin

of

30%

last

year.

She

does

not

like

to

do

so

from

her

own

initiative.

The

platform

has

given

its

approval

for

an

investigation

into

the

dispute.Shares

and

bonds

can

bring

one

quite

a

considerable

additional

income.You

have

to

work

out

a

plan

before

you

negotiate

the

project.Weshouldmakeclearthereasonwhythebuyergaveusabadfeedback.PARTTHERERealCaseAnalysis

在大多数跨境电商平台，产品价格依然是不少卖家获得订单的重要因素。面对砍价的买家，卖家如何给予得体的回复，拒绝买家的砍价或是给予一定的折扣都是一门值得不断学习的学问。询问Sample1对产品折扣的询问与回复（接受对方砍价/拒绝对方砍价）Hi,

Iamwritingtothankyouforthesampleoftheyogamatyouverykindlysentme.Iappreciatethegoodqualityofthegoods,butIfindyourpriceisonthehighside.Informationindicatesthattheyogamatsavailableatpresentprovidedbysomeothersellersaresoldatalevelabout10%-15%lowerthanyours.

Couldyoupleaseconsiderreducingthepricetothislevel?Ifyoucould,wemightbeabletoorder2,000pieces.

Yoursfaithfully,

xxx

下面这位买家在试用样品后，表示瑜伽垫的质量非常好，但价格偏高。显然他/她已将同类产品的价格进行过对比，希望卖家可以让利10%-15%。在此基础上，买家愿意订购2000件。回复Sample1对产品折扣的询问与回复（接受对方砍价/拒绝对方砍价）Dearxxx,

Weappreciateyourconfidenceinthequalityofourproducts.Althoughweareanxioustodobusinesswithyou,weregretthatitisimpossibleforustoallowthereductionyouaskedfor.Consideringthequalityofourproducts,farsuperiortothoseofotheronlineshops,thispriceisinfactveryreasonableandquiterealistic.Weregret,therefore,thatwecan’tmakeanyfurtherconcession.

Thankyouagainforyourinterestinourproducts.Wearelookingforwardtoyourreply.

Yoursfaithfully,

xxx

卖家虽然很想争取该买家的订单，但瑜伽垫的利润空间有限，因此卖家拒绝在价格上做出让步。对于部分利润空间有限的产品，卖家在拒绝降价时，应注意措辞，可以多使用“regret”、“sorry”等词，并努力通过产品质量优势、同类产品价格优势或信誉保证来争取订单。回复Sample1对产品折扣的询问与回复（接受对方砍价/拒绝对方砍价）Dearxxx,

Thankyouverymuchforyourapprovalofthequalityofourproducts.Infact,theprofitmarginfortheyogamatissothinthatanypricereductionwouldmakebusinesstransactionpointless.However,consideringourexpectationofestablishingalongtermbusinessrelationshipwithyou,wearepreparedtoofferyouaspecialdiscountof10%foranorderexceeding2,000pieces.

Thankyouagainforyourinterestinourproducts.Wearelookingforwardtoyourorderandwetrustourmutualeffortswillleadtoprosperousbusiness.

Yoursfaithfully,

xxx

在下面这封回复函中，卖家虽然知道降价会让产品的利润空间更小，但是为了争取大订单并与买家建立长期的业务关系，卖家同意给买家9折优惠，条件是订单量超过2000件。该卖家在表述时条理清晰，开头和结尾都表达了对买家的感谢。在实际的客服工作中，卖家从每一个字里行间的细节里向买家呈现这样一种感恩的态度，对建立业务关系是非常有效的。询问Sample2对合并支付的询问和回复Hi,

IamaresellerandIwouldliketobuylargequantityofyourbriefcase.What’sthewholesaleprice?回复Sample2对合并支付的询问和回复Dearfriend,

Thankyouforyourinquiryforthewholesaleprice.Hereisthelinkofthebriefcasewhichyouareinterestedin.Ifyourorderislargerthan100pieces,wecouldgiveyouawholesalepriceUSD50/piece(freightincluded).Pleaseletusknowifyouhaveanyfurtherquestions.Wehopetoestablishbusinessrelationshipwithyou.

BestWishes,

xxx

对于潜在批发客户的咨询，卖家一定要抓住机会，尽可能全面地提供相关信息，并表达愿意为买家服务并建立业务关系的愿望。HighlightedSentences1.Thepricehasbeencarefullycalculatedandcuttothelimit._______________________________________________________________2.Letusmeeteachotherhalfwaybyreducingthepriceby5%._______________________________________________________________3.Thepriceisforonlinepromotion._______________________________________________________________4.Wewilladjustourpriceaccordingly._______________________________________________________________5.Togetthebusinessdone,wewillcutdownourpricealittle,butwecannotreduceitto