商務(wù)談判對(duì)話實(shí)例

1、商努談判對(duì)話實(shí)例Dan Smith是一位美國(guó)的健身用品經(jīng)銷商， 此次是Robert Liu第一回與他交手。 就在 短 短兒分鐘的交談中，Robert Liu既感到這位大漢粗獷的外表，藏有狡兔的心思一一他肯 定 是沙場(chǎng)老將，自己絕不可掉以輕心。雙方第一回過(guò)招如下：D: rd like to get the ball rollingf開(kāi)始）by talking about prices.R: Shoot?（洗耳恭聽(tīng)）rd be happy to answer any questions you may have.D: Your products are very good. But Im a li

2、ttle worried about the prices youre asking.R: You think we about be asking for mo re?（laughs）D:（chuckles莞爾）Thats not exactly what I had in mind. I know your research costs are high,but what Id like is a 25% discount.R: That seems to be a little high, Mr. Smith. I dont know how we can make a profit w

3、ith thosenumbers.D: Please, Robert, call me Dan（. pause）Well, if we promise future businessvolumesales（大筆交易）-that will slash your costs（大量減低成本Jfor making the Exec-U-ciser,right?R: Yes, but its hard to see how you can place such large orders. How could you turn over（銷磬）so many?（pause）Wed n eed a guar

4、a ntee of future bus in ess, not just a promise?D: We said we wanted 1000 pieces over a six-mo nth period. What if we place orders fortwelve months, with a guarantee?R: If you can guarantee that on paper, I think we can discuss this further.Robert回公司呈報(bào)Dan的提案后，老板很滿意對(duì)方的釆購(gòu)計(jì)劃;但在折扣方面則希望Robert能繼續(xù)維持強(qiáng)硬的態(tài)度，

5、盡量探出對(duì)方的底線。 就在這七上七八的價(jià)格翹翹板上,雙 方是否能找到彼此地平衡點(diǎn)呢?請(qǐng)看下面分解：R: Even with volume sales, our coats for the Exec-U-Ciser wont go down much.D: Just whatare you proposing?R: We could take a cut（降彳氐Jon the price. But 25% would slash our profit margin（毛 禾U率J.We suggest a compromise- 10%.D: Thats a big change from 25!

6、 10 is beyond my negotiating limit,（pause）Any other ideas?R: I dont think I can change it right now. Wliy dont 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 DAYD: Robert, Tve been instructed to reject the numbers you propose

7、d; but we can try to comeup with some thing else.R: I hope so, Dan. My instructions are to negotiate hard on this dealbut Im try very hardto reach some middle groundf互相妥協(xié)D: I understand. We propose a structured deal（階段式和約）.For the first six months, we geta discount of 20%, and the next six months we

8、 get 15%?R: Dan, I cant bring those numbers back to my officetheyll turn it down flat（打回 票）.D: Then youll have to think of something better, Robert.Dan上回提議前半年給他們二成折扣，后半年再降為一成半，經(jīng)Robert推翻后，Dan再三表示讓步有限。您知道Robert在這折扣縫隙中游走，如何才能摸出雙方都同意 的數(shù) 字呢?他從錦囊里又掏出什么妙計(jì)了呢?請(qǐng)看下面分解：R: How about 15% the first six months, and

9、 the second six months at 12%, with a guaranteeof 3000 units?D: Thats a lot to sell, with very low profit margins.R: Its about the best we can do, Dan.（pause）We need to hammer something out（敲定）today. If I go back empty-handed, I maybe coming back to you soon to ask for a job.（smiles）D:（smiles）OK, 17

10、% the first six months, 14% for the second?!R: Good. Lets iron out（ 解決）the remaining details. Wlien do you want to take delivery（取貨）?D: Wed 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 in27 days, by the 31st.D: R

11、ight. We couldnt handle much larger shipments?R: Fine. But Id prefer the first shipment to be 1000 units, the next 2000. The 31st is quitesoon I cant guarantee 1500.D: I can agree to that. Well, if theres nothing else, I think weve settled everything.R: Dan, this deal promises big returns（賺大錢）for bo

12、th sides. Lets hope its the beginningof a long and prosperous relationship?今天Robert的辦公室出現(xiàn)了一個(gè)生面孔Kevin Hughes,此人代表美國(guó)一家運(yùn)動(dòng)產(chǎn) 品公司，專程來(lái)臺(tái)灣尋找加工。接洽的加工產(chǎn)品市運(yùn)動(dòng)型“磁質(zhì)石育護(hù)墊”，受傷的運(yùn)動(dòng) 員 包上這種產(chǎn)品上場(chǎng)比賽，即可保護(hù)受傷部位，且不妨礙活動(dòng)?，F(xiàn)在，我們就來(lái)看看兩人 的 會(huì)議現(xiàn)況：R: We found your proposal quite interesting, Mr. Hughes. We*d like to weigh the pros andcons

13、（衡量得失）with you.K: Mr. Robert Liu, weve looked all over Asia for a manufacturer ； your company is one ofthe most suitable.R: If we can settle a number ofbasic questions, Im confident in saying that we are the mostsuitable for your needs?K: I hope so. And what might be the basic questions you have?R:

14、First, do you intend to take a position in（投資于Jour company?K: No, we dont Mr. Liu. This is just OEM.R: I see. Then, the most important thing is the size of your orders?Well have to invest agreat deal of money in the new production process.K: If you can guarantee continuing quality, we can sign a com

15、mitmentK: If you canguarantee continuing quality, we can sign a commitment for 75,000 pieces a year, for five years.R: At U.S. $1000 a piece, well make an average return of just 4%. Thats too great afinancial burden for us.K: Ill check the number later, but what do you propose?R: Heres how you can d

16、emonstrate commitment to this deal. Make it ten years, increase theunit price, and provide technology transfer.Robert在前面的談判最后提出簽約十年的要求，Kevin會(huì)不會(huì)答應(yīng)呢?如果答案是否 決 的話，Robert X有何打算?他一心為公司的利益打算，極力爭(zhēng)取技術(shù)轉(zhuǎn)移地協(xié)定，而對(duì)方會(huì)甘心出讓此項(xiàng)比金錢更珍貴的資產(chǎn)嗎?請(qǐng)看以下分解：K: We cant sign any commitment for ten years?But if your production quality

17、is good after thefirst 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 atwo-year period?R: Excuse me,

18、 Mr. Hughes, but it seems to me were giving up too much in this case. Wed begiving up the five-year guarantee for increased yearly sales?K: Mr. Liu, youve got to give up something to get something.R: If youre asking us to take such a large gamble（冒 險(xiǎn)）for just two years sales. Im sorry,but youre not

19、in our ballpark（接受的范圍）.K: Wliat would it take to keep Pacer interested?R: A three-year guarantee, not two. And a qualilty inspection（質(zhì)量檢查）tour after one yearis fine, but we*d like some of our personnel on the team?K: Acceptable. Anything else?R: Wed be making huge capital outlay（資本支出for the producti

20、on process, so wed like toset up a technology transfer agreement, to help us get off the ground（取得初步進(jìn)步）. Robert在前面的談判最后提出簽約十年的要求，Kevin會(huì)不會(huì)答應(yīng)呢?如果答案是否決的 話，Robert X有何打算?他一心為公司的利益打算，極力爭(zhēng)取技術(shù)轉(zhuǎn)移地協(xié)定，而對(duì)方會(huì)甘心出讓此項(xiàng)比金錢更珍貴的資產(chǎn)嗎?請(qǐng)看以下分解：K: We cant sign any commitment for ten years. But if your production quality is goo

21、d after thefirst 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 atwo-year period?R: Excuse me, Mr. H

22、ughes, but it seems to me were giving up too much in this case. Wed begiving up the five-year guarantee for increased yearly sales.K: Mr. Liu, youve got to give up something to get something.R: If youre asking us to take such a large gamble（冒險(xiǎn)）foijust two years sales, fm sorry,but youre not in our b

23、allpark（接受的范圍）.K: Wliat would it take to keep Pacer interested?R: A three-year guarantee, not two. And a qualilty inspection（質(zhì)量檢查）tou r after oneyear is fine, but wed like some of our personnel on the team?K: Acceptable. Anything else?R: Wed be making huge capital outlay（資本支出）for the production proc

24、ess, so we*d liketo set up a technology transfer agreement, to help us get off the ground（取得初步進(jìn) 步）.2001年11月19日上午11時(shí)57分26秒行至此處，談判都還算是在和諧的氣氛 下 進(jìn)行，雙方各自尋求獲利的方案。但針對(duì)技術(shù)轉(zhuǎn)移這一項(xiàng)，Robert所提的保證和要求 能否 消弭Kevin心中的顧慮，而今此談判終露曙光呢?以下對(duì)話即為您揭曉：K: If we transferred our technical and research expertise（技術(shù)與研究的專業(yè)知識(shí)J whatwould s

25、top you from making th esame product?R: Wed be willing to sign a commitment. Well put it in writing（書面保證）that we wontcopycat（仿冒）the Sports Cast with in five years after ending our con tract.K: Sounds O.K., if its for any similar11product. That would give us better protection?But K:Sounds O.K., if it

26、s for any similar1product. That would give us better protecti on. But wed have tointerest on a ten year limit.R: Fine. We have no intention of becoming your competitor.K: Great?Then lets settle the details of the transfer agreementR: Well need you to send over some key personnel to help us purchase

27、the equipment andtrain 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 youestimate starting production?R: Our first production run（批的生產(chǎn)）should be one week after our team finishes itstraining. But Id l

28、ike your team to stay a full week after that, to handle any kitches that pop up（處理突發(fā)的事件）.K: Can do. Everything seems to be set, Robert. Til bring in a sample contract tomorrow. If youlike, we can sign it then. Botany Bay是家生產(chǎn)高科技醫(yī)療用品的公司。 其產(chǎn)品病例 磁 盤”可儲(chǔ)存?zhèn)€人病例;資料取用方便，真是達(dá)到“一盤在手，妙用無(wú)窮”的目的。此產(chǎn)品可 廣泛使用于醫(yī)院、養(yǎng)老院、學(xué)校等

29、。因此Pacer有意爭(zhēng)取該產(chǎn)品軟硬件設(shè)備的代理權(quán)。以下就是Robert與Bota ny Bay的代表，Mark Davis,首度會(huì)面的情形：M: Mr. Liu, total sales on theMedic-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 onlybeen able to target the Taipei marketf

30、把.作為目標(biāo)市場(chǎng)）.M: True, but we are happy with the sales. Its a new product. How could you do better?R: Were already well-established in the medical products business. The Medic-Disk would bea good addition to our product range?M: Can you tell me what your sales have been like in past years?R: In the past

31、 three years, our unit sales have gone up by 350 percent; profits have gone upalmost 400 percent.M: Wliat kind of distribution capabilitiesf分銷能力）do you have?R: We have salespeople in four major areas around the island, selling directly to customers.M:Wliat about your sales?R: In terms of unit sales,

32、 55 percent are still from the Taipei area. The rest conies from theKaohsiung, Taichung, and Tainan areas?Thats a great deal of untapped market potential未開(kāi)發(fā)的市場(chǎng)潛力）,Mr. Davis.商務(wù)談判實(shí)例（八）2001年12月4日上午11時(shí)50分24秒Robert說(shuō)明Pacer在行銷與技術(shù)上的基礎(chǔ) 后， 終于取信了Mark,也為此談判邁開(kāi)成功的第一步。在談判傭金魚合約期限這類議題之 前，Robert想先確定一些條件， 包括獨(dú)家代理權(quán)與Botany Bay所能提供的協(xié)助