商务谈判例谈

商务谈判实例(一)
　　Dan Smith是一位美国的健身用品经销商，此次是Robert Liu第一回与他交手。就在短短几分钟的交谈中，Robert Liu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‘d like to get the ball rolling（开始）by talking about prices.
　　R: Shoot.（洗耳恭听）I‘d be happy to answer any questions you may have.

　　D: Your products are very good. But I‘m a little worried about the prices you‘re asking.

　　R: You think we about be asking for more?(laughs)

　　D: (chuckles莞尔) That‘s not exactly what I had in mind. I know your research costs are high, but what I‘d like is a 25% discount.

　　R: That seems to be a little high, Mr. Smith. I don‘t know how we can make a profit with those numbers.

　　D: Please, Robert, call me Dan. (pause) Well, if we promise future business――volume sales（大笔交易）――that will slash your costs（大量减低成本）for making the Exec-U-ciser, right?

　　R: Yes, but it‘s hard to see how you can place such large orders. How could you turn over（销磬）so many? (pause) We‘d need a guarantee of future business, not just a promise.

　　D: We said we wanted 1000 pieces over a six-month period. What if we place orders for twelve months, with a guarantee?

　　R: If you can guarantee that on paper, I think we can discuss this further.

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.

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.

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）.

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: 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）.

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: 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.

商务谈判实例(八)
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.

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.