商务谈判中如何商讨价格
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.
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。就在这七上八下的价格翘翘板上，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.
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.
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