外贸业务员的谈判现场 1

[现场一]DanSmith是一位美国的健身用品经销商，此次是RobertLiu第一回与他交手。就在短短几分钟的交谈中，RobertLiu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:I''dliketogettheballrolling（开始）bytalkingaboutprices.

R:Shoot.（洗耳恭听）I''dbehappytoansweranyquestionsyoumayhave.

D:Yourproductsareverygood.ButI''malittleworriedaboutthepricesyou''reasking.

R:Youthinkweaboutbeaskingformore?(laughs)

D:(chuckles莞尔)That''snotexactlywhatIhadinmind.Iknowyourresearchcostsarehigh,butwhatI''dlikeisa25%discount.

R:Thatseemstobealittlehigh,Mr.Smith.Idon''tknowhowwecanmakeaprofitwiththosenumbers.

D:Please,Robert,callmeDan.(pause)Well,ifwepromisefuturebusiness――volumesales（大笔交易）――thatwillslashyourcosts（大量减低成本）formakingtheExec-U-ciser,right?

R:Yes,butit''shardtoseehowyoucanplacesuchlargeorders.Howcouldyouturnover（销磬）somany?(pause)We''dneedaguaranteeoffuturebusiness,notjustapromise.

D:Wesaidwewanted1000piecesoverasix-monthperiod.Whatifweplaceordersfortwelvemonths,withaguarantee?

R:Ifyoucanguaranteethatonpaper,Ithinkwecandiscussthisfurther.

[现场二]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:Evenwithvolumesales,ourcoatsfortheExec-U-Ciserwon''tgodownmuch.

D:Justwhatareyouproposing?

R:Wecouldtakeacut（降低）ontheprice.But25%wouldslashourprofitmargin（毛利率）.Wesuggestacompromise――10%.

D:That''sabigchangefrom25!10isbeyondmynegotiatinglimit.(pause)Anyotherideas?

R:Idon''tthinkIcanchangeitrightnow.Whydon''twetalkagaintomorrow?

D:Sure.Imusttalktomyofficeanyway.Ihopewecanfindsomecommonground（共同信念）onthis.

NEXTDAY

D:Robert,I''vebeeninstructedtorejectthenumbersyouproposed;butwecantrytocomeupwithsomethingelse.

R:Ihopeso,Dan.Myinstructionsaretonegotiatehardonthisdeal――butI''mtryveryhardtoreachsomemiddleground（互相妥协）.

D:Iunderstand.Weproposeastructureddeal（阶段式和约）.Forthefirstsixmonths,wegetadiscountof20%,andthenextsixmonthsweget15%.

R:Dan,Ican''tbringthosenumbersbacktomyoffice――they''llturnitdownflat（打回票）.

D:Thenyou''llhavetothinkofsomethingbetter,Robert.

[现场三]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:Howabout15%thefirstsixmonths,andthesecondsixmonthsat12%,withaguaranteeof3000units?

D:That''salottosell,withverylowprofitmargins.

R:It''saboutthebestwecando,Dan.(pause)Weneedtohammersomethingout（敲定）today.IfIgobackempty-handed,Imaybecomingbacktoyousoontoaskforajob.(smiles)

D:(smiles)O.K.,17%thefirstsixmonths,14%forthesecond?!

R:Good.Let''sironout（解决）theremainingdetails.Whendoyouwanttotakedelivery（取货）?

D:We''dlikeyoutoexecutethefirstorderbythe31st.

R:Letmerunthroughthisagain:thefirstshipmentfor1500units,tobedeliveredin27days,bythe31st.

D:Right.Wecouldn''thandlemuchlargershipments.

R:Fine.ButI''dpreferthefirstshipmenttobe1000units,thenext2000.The31stisquitesoon----Ican''tguarantee1500.

D:Icanagreetothat.Well,ifthere''snothingelse,Ithinkwe''vesettledeverything.

R:Dan,thisdealpromisesbigreturns（赚大钱）forbothsides.Let''shopeit''sthebeginningofalongandprosperousrelationship.

[现场四]今天Robert的办公室出现了一个生面孔――KevinHughes，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:Wefoundyourproposalquiteinteresting,Mr.Hughes.We''dliketoweightheprosandcons（衡量得失）withyou.

K:Mr.RobertLiu,we''velookedalloverAsiaforamanufacturer;yourcompanyisoneofthemostsuitable.

R:Ifwecansettleanumberofbasicquestions,I''mconfidentinsayingthatwearethemostsuitableforyourneeds.

K:Ihopeso.Andwhatmightbethebasicquestionsyouhave?

R:First,doyouintendtotakeapositionin（投资于……）ourcompany?

K:No,wedon''t,Mr.Liu.ThisisjustOEM.

R:Isee.Then,themostimportantthingisthesizeofyourorders.We''llhavetoinvestagreatdealofmoneyinthenewproductionprocess.

K:Ifyoucanguaranteecontinuingquality,wecansignacommitmentfor75,000piecesayear,forfiveyears.

R:AtU.S.$1000apiece,we''llmakeanaveragereturnofjust4%.That''stoogreatafinancialburdenforus.

K:I''llcheckthenumberlater,butwhatdoyoupropose?

R:Here''showyoucandemonstratecommitmenttothisdeal.Makeittenyears,increasetheunitprice,andprovidetechnologytransfer.