商务谈判实例2-8

小静

商务谈判实例(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:　Even　with　volume　sales,　our　coats　for　the　Exec-U-Ciser　won't　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　compromise――10%.

D:　That's　a　big　change　from　25!　10　is　beyond　my　negotiating　limit.　(pause)　Any　other　ideas?

R:　I　don't　think　I　can　change　it　right　now.　Why　don't　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,　I've　been　instructed　to　reject　the　numbers　you　proposed;　but　we　can　try　to　come　up　with　some　thing　else.

R:　I　hope　so,　Dan.　My　instructions　are　to　negotiate　hard　on　this　deal――but　I'm　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　months　we　get　15%.

R:　Dan,　I　can't　bring　those　numbers　back　to　my　office――they'll　turn　it　down　flat（打回票）.

D:　Then　you'll　have　to　think　of　something　better,　Robert.

商务谈判实例(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:　How　about　15%　the　first　six　months,　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.　(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,　to　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'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.

　　　　　　　　　　　　　　　　　　　　　摘自Agri-Trader.Com  

商务谈判实例(四)  

　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　found　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　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　invest　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　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.

　　　　　　　　　　　　　　　　　　　　　摘自Agri-Trader.Com  

商务谈判实例(五)  

　　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：　

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,　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　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　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　ground（取得初步进步）.

　　　　　　　　　　　　　　　　　　　　　摘自Agri-Trader.Com  

商务谈判实例(六)  

　　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）,　what　would　stop　you　from　making　th　esame　product?

R:　We'd　be　willing　to　sign　a　commitment.　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　no　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　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.　Everything　seems　to　be　set,　Robert.　I'll　bring　in　a　sample　contract　tomorrow.　If　you　like,　we　can　sign　it　then.

　　　　　　　　　　　　　　　　　　　　　摘自Agri-Trader.Com  

商务谈判实例(七)  

　　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　onthe　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　better?

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　almost　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.

　　　　　　　　　　　　　　　　　　　　　摘自Agri-Trader.Com  

商务谈判实例(八)   

　　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以此作条件来威胁Pacer让步？我们看看Robert怎么说：

M:　Mr.　Liu,　what　kinds　of　sales　do　you　think　you　could　get?

R:　Well,　to　begin　with,　we'd　have　to　insist　on　sole　agency　in　Taiwan.　We　believe　we　could　spike（激增）　sales　by　30%　to　40%　in　the　first　year.　But　certain　conditions　would　have　to　be　met.

M:　What　kinds　of　conditions?

R:　We'd　need　your　full　technical　and　marketing　support.

M:　Could　you　explain　what　you　mean　by　that?

R:　We'd　like　you　to　give　training　to　our　technical　staff;　we'd　also　like　you　to　pay　a　fee　for　after-sales　service.

M:　It's　no　problem　with　the　training.　As　for　service　support,　we　usually　pay　a　yearly　fee,　pegged　to（根据）total　sales.

R:　Sounds　OK,　if　we　can　come　to　terms（达成协定）　on　how　much　is　fair.　As　for　marketing　support,　we　would　like　you　to　assume　50%　of　all　costs.

M:　We'd　prefer　40%.　Many　customers　learn　about　our　products　through　international　magazines,　trade　shows,　and　so　on.　We　pick　up　the　tab（付款）for　that,　but　you　get　the　sales　in　Taiwan.

R:　We'll　think　about　it,　and　talk　more　tomorrow.

M:　Fine.　We'd　like　you　to　tell　us　about　your　marketing　plans.

　　　　　　　　　　　　　　　　　　　　　摘自Agri-Trader.Com  

lorry

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