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商务谈判例谈
2商务谈判例谈
商务谈判实例
（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.
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:
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.
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:
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.
商务谈判实例（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.
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:
Wecan'tsignanycommitmentfortenyears.Butifyourproductionqualityisgoodafterthefirstyear,wecouldextendthecontractandincreaseouryearlypurchase.
R:
Thatsoundsreasonable.Butcouldyoushedsomelighton（透露）thesizeofyourorders?
K:
Ifwearehappywithyourquality,wemightincreaseourpurchaseto100,000ayear,foratwo-yearperiod.
R:
Excuseme,Mr.Hughes,butitseemstomewe'regivinguptoomuchinthiscase.We'dbegivingupthefive-yearguaranteeforincreasedyearlysales.
K:
Mr.Liu,you'vegottogiveupsomethingtogetsomething.
R:
Ifyou'reaskingustotakesuchalargegamble（冒险）forjusttwoyear'ssales,I'msorry,butyou'renotinourballpark（接受的范围）.
K:
WhatwouldittaketokeepPacerinterested?
R:
Athree-yearguarantee,nottwo.Andaqualiltyinspection（质量检查）tourafteroneyearisfine,butwe'dlikesomeofourpersonnelontheteam.
K:
Acceptable.Anythingelse?
R:
We'dbemakinghugecapitaloutlay（资本支出）fortheproductionprocess,sowe'dliketosetupatechnologytransferagreement,tohelpusgetofftheground（取得初步进步）.
商务谈判实例（六）
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:
Wecan'tsignanycommitmentfortenyears.Butifyourproductionqualityisgoodafterthefirstyear,wecouldextendthecontractandincreaseouryearlypurchase.
R:
Thatsoundsreasonable.Butcouldyoushedsomelighton（透露）thesizeofyourorders?
K:
Ifwearehappywithyourquality,wemightincreaseourpurchaseto100,000ayear,foratwo-yearperiod.
R:
Excuseme,Mr.Hughes,butitseemstomewe'regivinguptoomuchinthiscase.We'dbegivingupthefive-yearguaranteeforincreasedyearlysales.
K:
Mr.Liu,you'vegottogiveupsomethingtogetsomething.
R:
Ifyou'reaskingustotakesuchalargegamble（冒险）forjusttwoyear'ssales,I'msorry,butyou'renotinourballpark（接受的范围）.
K:
WhatwouldittaketokeepPacerinterested?
R:
Athree-yearguarantee,nottwo.Andaqualiltyinspection（质量检查）tourafteroneyearisfine,butwe'dlikesomeofourpersonnelontheteam.
K:
Acceptable.Anythingelse?
R:
We'dbemakinghugecapitaloutlay（资本支出）fortheproductionprocess,sowe'dliketosetupatechnologytransferagreement,tohelpusgetofftheground（取得初步进步）.
商务谈判实例（七）
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:
Ifwetransferredourtechnicalandresearchexpertise（技术与研究的专业知识）,whatwouldstopyoufrommakingthesameproduct?
R:
We'dbewillingtosignacommitment.We'llputitinwriting（书面保证）thatwewon'tcopycat（仿冒）theSportsCastwithinfiveyearsafterendingourcontract.
K:
SoundsO.K.,ifit'sforany"similar"product.Thatwouldgiveusbetterprotection.Butwe'dhavetointerestonatenyearlimit.
R:
Fine.Wehavenointentionofbecomingyourcompetitor.
K:
Great.Thenlet'ssettlethedetailsofthetransferagreement.
R:
We'llneedyoutosendoversomekeypersonneltohelpuspurchasetheequipmentandtrainourtechnicalpeople.Howlongdoyouanticipatethatwilltake?
K:
Aweektoputtheteamtogether,threeweekstotrainyourpeople.Ifso,whendoyouestimatestartingproduction?
R:
Ourfirstproductionrun（一批的生产）shouldbeoneweekafterourteamfinishesitstraining.ButI'dlikeyourteamtostayafullweekafterthat,tohandleanykitchesthatpopup（处理突发的事件）.
K:
Cando.Everythingseemstobeset,Robert.I'llbringinasamplecontracttomorrow.Ifyoulike,wecansignitthen.
商务谈判实例（八）
BotanyBay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BotanyBay的代表，MarkDavis，首度会面的情形：
M:
Mr.Liu,totalsalesontheMedic-DiskwereU.S.$100,000lastyear,throughouragentinHongKong.
R:
Ourresearchshowsmostofyoursales,aremadeintheTaipeiarea.YouragenthasonlybeenabletotargettheTaipeimarket（把……作为目标市场）.
M:
True,butwearehappywiththesales.It'sanewproduct.Howcouldyoudobetter?
R:
We'realreadywell-establishedinthemedicalproductsbusiness.TheMedic-Diskwouldbeagoodadditiontoourproductrange.
M:
Canyoutellmewhatyoursaleshavebeenlikeinpastyears?
R:
Inthepastthreeyears,ourunitsaleshavegoneupby350percent;profitshavegoneupalmost400percent.
M:
Whatkindofdistributioncapabilities（分销能力）doyouhave?
R:
Wehavesalespeopleinfourmajorareasaroundtheisland,sellingdirectlytocustomers.
M:
Whataboutyoursales?
R:
Intermsofunitsales,55percentarestillfromtheTaipeiarea.TherestcomesfromtheKaohsiung,Taichung,andTainanareas.That'sagreatdealofuntappedmarketpotential（未开发的市场潜力）,Mr.Davis.
商务谈判实例（九）
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BotanyBay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,whatkind
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