商务英语谈判案例

第5-页共3页商务英语谈判案例分析Jayisabissinesswhoworksongymnasiumequipment，anditwasthefirstmeetingbetweenyoyoandhim.Injustafewminutesoftheconversation,yoyofeltthatthisbigfellowwithastraightforwardappearancekeptamindofacunningrabbit.Knownthattheguywasskilledinthisway,hetookgreatcareinthenegotiation.Inthefirstround,theircovercitionwasasfollows:D:shallwestart?R=YoyoR:yes.I’dbegladtoansweranyquestionsyoumayhave.D:Yourproductleavesmeadeepimpression.ButI'malittleworriedabouttheprices.R:Don’tworry.Beforewequotetheprice,plztellustheexactquantityyouwant.D:I’mnotsurestill.Iknowyourresearchcostsarehigh,butIprefer20%discount.R:No,no.no.youmustbekidding.That’sabigcut,anditwillmakeusnoprofit.D:ifwepromisefuturebusinessthatwillreduceyourcostsforproducts,right?R:Yes,butit'shardtoseehowyoucanplacesuchlargeorders.(Pause)Weneedaguaranteeoffuturebusiness,notjustapromise.D:Wesaidwewanted500piecesovera3-monthperiod.Whatifweplaceordersfor6months,withaguarantee?R:Ifyoucanguaranteethatonpaper,Ithinkwecandiscussthisfurther.Butevenwithvolumesales,ourcoatswon'tgodownmuch.D:so,whatareyourpropose?R:Wecouldgiveyouacut.Butnot20%,wecangrant10%atmost,that’sthebestwecando.D:That'sabigchangefrom20!10isbeyondmydeadline.(pause)Anyotherideas?R:Idon'tthinkIcanmakeadecisionrightnow.Whydon'twetalkagaintomorrow?D:Sure.Imusttalktomyofficeanyway.Ihopewecanfindsomecommongroundonthis.NEXTDAYD:yoyo,sorrytotellyouthatwecannotacceptyourquotation;let’scameupwithsomethingelse.R:Ihopeso,jay.Myaimistonegotiatehardonthisoeder――butI'mtryingveryhardtoreachsomemiddleground.D:Iunderstand.Wesuggestastructureddeal.Forthefirst3months,wegetadiscountof15%,andthenext3monthsweget12%.R:Dan,Ican'tbringthosenumbersbacktomyoffice――they'llrejectitdirectly.D:Thenyou'llhavetothinkofsomethingbetter,yoyo.R:Howabout12%thefirst3months,andthesecond3monthsat10%,withaguaranteeof1500units?D:That'salargenumberstosell,withsuchlowprofit.R:It'saboutthebestwecando,jay.(pause)Weneedtofiguresomethingouttoday.IfIgobackempty-handed,Imaybecomingbacktoyousoontoaskforajob.(smiles)D:(smiles)O.K.,12%thefirstsixmonths,10%forthesecond?!R:so,that’sthedeal.D:yes,nicecooperation!（握手）Inthewholeprocessofthenegotiatin,Roberthadalwaysbeentakingadvantages.HewascleatthatintheAsiapart,hiscompanywasthebestchoiceofopponents,andholdahardattitudeallthewayinthenegotiation.Inthefirst,itwasDanwhocameupwiththetopicofpriceandgaveoutmoreinformationsaboutpricenegotiatingbywhichtimehelosttheinitiative.WhileRobertdidmorebetter,inthefirstround,whenDancameupwiththeideaofbigdealsheinsistedonthepointthatheneedaguaranteeoffuturebusinessinsteadofapromise.Inthisway,DanputforwardaConcreteplanandagreetomakeaguaranteetowinRobert’sagreetoconsultabouttheprice.Laterinthesecondround,theyhadafiercediscussonthefinalprice.Withaproblemofcost,RobertgaveoutapricewhichistoofarawayfromDan’sexpectationandfinallytheyagreetohaveonedayoffforconsideration.Bythistime,Roberthadgottheideaofthebossthattobehard,thisdayoffwastimeforDan’sconsideration.Thisactionwasintelligentandpolite.Thenthenextday,indeedasexpected,Danreducedrequestagain.Twodifferentdiscountratesintwopierods.Thistime,theirdiscussdidn’tcomttoanagreementagaintime.Then,Robertmadeahumous,IfIgobackempty-handed,Imaybecomingbacktoyousoontoaskforajob.Andfinallyachievedhispurpose.Soon,RobertturnedtotheFreightscaleandaskedforlongertimetostockupwhichwasnotherbigsuccess.BesideswhatsurpriseduswastheotherresultthatMakeittenyears,increasetheunitprice,andprovidetechnologytransfer.Intheend,thenegotiationwasatotalsuccessthatbrountbothShort-terminterestandlong-termcooperationprogram.MrRobertsuccesfullyusedmanyskillsinnegotiationandwonthevictoryofthegame.A:为出口公司B:为国外进口公司场景一：价格谈判A和B开门走进办公室……A:pleasetakeyourseat,B:Thankyou.A:Afteranttendingournewproductlaunchmeeting,youmusthaveadetailideaaboutourproducts,.Nowpleaseletmeknowwhatkindsofflowersyouareinterested.(A递给B一个产品目录册，B迅速地翻阅并作出标记)B:Yes,yourflowersareprettybeautifulandleavemeadeepimpression.(A接过B递回的册子，翻阅)B:AndI’dliketogettheballrollingbytalkingabouttheprice.whatpriceswillyouofferfortheseI’vemarked?A:,beforewequotepricepleasetellmehowmanyflowersyouaregoingtobuy.B:forNo.10we’dliketophurchase1500units,No.20,1000unitsand1000unitsforNo.30.A:TheusualpriceforNo10is25USD,forNo20,35,andNo30,50USD.theyareallonthetradetermofCIFSydney.B:Ithinkit’sunacceptableforus,youknowthemarkethasshrinkedalotduringtheeconomicressesionperiod.A:weunderstandit,butyouknowtheseflowersaregoodforvalue.Andtheyarenewlycultivatedafterwetriedalotforgenetictransplant.Ibelieveyouknowthecostwespent.B:yes,Iknowthat,,it’sbecauseofthat,Ihopewecancooperatetoopenthemarket.Ifthepriceisreasonable,thelargevolumesaleswillbeeasytoreach,andthatcanremedyyourlargecost,right?A:(考虑片刻)Consideringit’sthefirsttimewedobusinessandlong-termcooperationinfuture,wecancut1USDforthepricewhichweusualdon’tdo.B:1USD?Itmakesnodifference.weneedmore.andtobefrank,wewantthepricetobe20,25and40USDforeachkind.A:No,no,no,Ithinkyouarekidding….,that’sabigcut,anditwillmakeushavenoreturns.B:(表情严肃，犹豫片刻)Thenhowabout22,30and45USD.A:That’sstillleaveusalittleofmargin,butincrease500hundredsunitsforeachkind,wecanmakeit.B:That’shardforus,youknowitisalargesize,andwecan’tkeepthemforalongtime.A:Theseasonoflargedemandforflowersiscoming,weguaranteethedeliverywithin1month,thatcanbehelpfulforyourquicksale.B:Thedeliveryshouldbewithin1month,otherwiseIcannotplacetheorder.Nowlet’sreachsomemiddleground,youallowa20%discount,Iincreasetheorderquantityby500hundredsunitsatthatnewprice.A:20%discount?Thepolicyregulatesthemaxiumdiscountiswithin15%inourcompany.Andifyouwanttogetthediscount,theunitsyouorderedhavetooverpass2000foreachitem.B:2000units?wecan’ttakethatmany.Thoughyoucan’tofferus15%discount,10%isok.Ihopeyoucanacceptit.A:,wecangrant8%atmost,that’sthebestwecando.AndIensurewehaveallowtheprelivigeforyou.(A’scellphonerings)A:Sorry,,pleaseallowmetospareafewminutesforansweringthephone.B:pleasehelpyourself.(A走出办公室，B掏出手机打电话)B:hello,isthat,thisiscallingfromC:Hi,,thisis,Howisthebusinessgoing?B:It’stough.wearediscussingprice.HaveyouseenthebrochuresIsent.ForNo10,20and30,theyofferusunitpriceof20,25and40USDontradetermofCIFSydneywithquantityof2000,1500and1500foreachkind,andtheyalsoallowa8%discount,butIwanttowinmore.What’syouridea?C:Ihavecheckedthat.theyhaveagoodreputationandquanlityproducts,andthepriceconditionisalsocompetetive,ifyoucan’tgofurther,acceptthatl.B:Ok,Igetit.byeA接完电话回来A:Sorry,I’vebedelayed.It’sanimportantcallfrommygerenalmangage.Let’scontinue.(拿着册子看了下)Iensurewehaveofferedyouourbestprice.AndIreallyhopewecanbeginourbusinessrelationshipfromthistransaction.B:Youareagoodnegotiator,andIacceptthat.A:Great,that’sadeal.Afteralongnegotiation,youmustbetired.Nowlet’sgotohavearestanddrinksomecoffee.场景二：包装、支付方式、保险等条款A:,wehavedecidedtheprice,nowlet’sgetdowntosomedetailrequirementsoftheproductsyouorder.First,we’dliketoknowhowyouwouldliketheflowersarepacked.B:ForNo.10,eachbunchofflowershouldbepackedinacleartransparentplasticbag,eachbagtoapaperbox,100boxestoacarton.werequiretheplasticbagsshouldbein7differentcolors,andthequalityofeachbagshouldbegradeAAAwithdegreeoftransparencyof100%.A:GradeAAAislargespendforus,wecan’tmeetyourstandard.ThemostwecandoistousegradeA.Ifyouinsist,wehavetotake15centsextrachargeforeachbag.B:Ifyoucanguaranteethequalityandmakesureeachbunchofflowertoreachcustomerswithoutdefections,Icanagreethat.A:Pleasedon’tworry,,wecanguarantee.B:ForNo20andNo30,eachpotofflowertoawoodenbox,eachboxshouldbemoisture-conditioned.6articlesofNo.20and6aritclesofNo30toawoodencase.A:Itwillbeawasteofwood,ifyouuseboxandcaseatthesametime.wecanusewoodblockstoseparatetheflowerpots.B:No,Ican’tagree.Ifhavingnocasepacking,theflowersareinconvenienttoconveyandeasytobebroken.SopleasedoasIsay.A:Ok.Andwhat’stherequirementforshipingmarks?B:Weneedcartonsandwoodenboxespaintingourcompanynameforshort,loadingportandnumber.Andofcourse,someindicationmarks,suchasfragile,keepinguprightshouldbeputon.A:Anythingmore?B:Ithinknomore.That’sall.A:Igetit.Forpackage,it’ssetttled.Thenlet’sdiscusssomethingaboutpayment.Asyouknowforthefirsttimewedealwithbusinessweusuallyacceptletterofcredit.B:Letterofcreditisverycomplexandinconvenient,Ihopeyoucanchangeittoremittance.Thatwillbemoreflexible.A:No,wecan’tacceptthat.Thoughyouareright,remittanceisflexible,forus,ithasmorerisk.It’sthepolicyinourcompanythatwehavetoacceptL/Cwhenweareinbusinessforthefirsttime.B:ButI’mafraidthatifthere’smanytimesofremedyforL/C,itwillwastealotoftime,andwecan’tgettheflowersonthebestoccasiontosell.ThenhowaboutD/P?A:Sorry,.Wehavetoobeytheregulation.B:Butwhowilltakethelosswhenyoudelayourtimetoselltheflowers?A:Perhaps.ThenIhavetogoagainstthepolicy.70%ofthesalesmoneyshouldbepaidbyL/C,thebalancebyD/P.Wecan’tgofurther.B:Ok.Whatbankwillbesuitableforyournegotiation?A:BankofChinaquanzhoubranch.B:Sorry,wehavenobusinesswithbankofChina,weusuallychooseHSBCfornegotiationbankinChina.A:Thatwillbeinconvenientforus.Todrawthemoney,wehavetogotoxiamen.B:WewillallowHSBCtotransititstransactiontoBOC.Isthatok?A:Alright.切换场景A给B端一杯咖啡…..B:YouhavementionedyourpriceisbasedonCIFSydney,butnowwefindthatSydneyportnotsuitableforustotakethedelivery.We’dliketochangeittoMelpomene[mel’pɔmini:].A:I’mafraidthatthere’snodirectvoyagetoMe