新視野商務(wù)英語視聽說(第三版)(下) Unit 4-電子教案

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課程名稱新視野商務(wù)英語視聽說（第三版）（下）

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教材《新視野商務(wù)英語視聽說（第三版）（下）》

Unit4NegotiatingPrices

LearningObjectives（教學(xué)目標(biāo)）

Aftercompletingthisunit,Ssshouldbeableto:

—usebasicvocabularyandexpressionsrelatedtobusinessnegotiations;

—identifybasicprocedureswhennegotiating;

—utilisenegotiatingskillsto:

?startanegotiation;

?expressagreementanddisagreement;

?acceptandrejectarequirement;

?negotiateprices,discountsandcommission;

?strikeadeal.

BusinessProfile(內(nèi)容概覽)

PriceNegotiationStrategies

Exporters,particularlysmallandmedium-sizedenterprises(SMEs),indevelopingcountries

whomaybeenteringnewmarkets,oftenfaceproblemsininitiatingnegotiationswith

importers,agentsandbuyers,inthetargetmarkets.Thesedifficultiesgenerallycentreon

pricingquestionsandparticularlyonthefactthatpricesmaybeconsideredtoohigh.

Althoughpriceisonlyoneofmanyissuesthathavetobediscussedduringbusiness

negotiations,toofrequentlyittendstoinfluencetheentirenegotiationprocess.New

exportersmaybeinclinedtocompromiseonpriceatthebeginningofthediscussions,

therebybypassingothernegotiatingstrengthsthattheymayhave,suchastheproducts

benefits,thefirm'sbusinessexperienceanditscommitmenttoexportingqualityproducts.

Aspricingisoftenthemostsensitiveissueinbusinessnegotiations,thesubjectshouldbe

postponeduntilalltheotheraspectsofthetransactionhavebeendiscussedandagreed

upon.

Itisestimatedthatabout80%oftheissuesnegotiatedareofanon-pricenature.Decisions

toplaceexportordersinvolvealong-termcommitmentandare,inanycase,rarelymadeon

thebasisofpricealonebutratheronthetotalexportpackage.Thisisparticularlysoin

marketswhereconsumersarehighlyconsciousofquality,styleandbrandnames,where

marketingchannelsarewellstructured,andwheretheintroductionoftheproductinthe

marketistime-consumingandexpensive.

Bypresentingamorecomprehensivenegotiationpackageinawell-plannedand

organisedmanner,exportersshouldbeabletoimprovetheeffectivenessoftheirbusiness

discussionsand,inthelongterm,theprofitabilityoftheirexportoperations.

Tacticsinnegotiations

Animportermayrejectanexporter'spriceattheoutsetofthediscussionssimplytogetthe

upperhandfromthebeginningofthenegotiations,therebyhopingtoobtain

concessionsonothermatters.Theimportermayalsoobjecttotheinitialpricequotedto

testtheseriousnessoftheoffer,tofindouthowfartheexporteriswillingtolowertheprice,

toseekaspecificlowerpricebecausetheproductbrandisunknowninthemarket,orto

demonstratealackofinterestinthetransactionastheproductdoesnotmeetmarket

requirements.

Iftheimporterdoesnotaccepttheprice,theexportershouldreactpositivelybyinitiating

discussionsonnon-pricequestions,insteadofimmediatelyofferingpriceconcessionsor

takingadefensiveattitude.Wideningtheissuesandexploringtherealreasonsbehindthe

objectionstothepricequotedwillputthetalksonamoreequalandconstructivefooting.

Onlybyknowingthecausesofdisagreementcananexportermakeareasonable

counter-offer.Thiscounter-offerneednotbebasedmerelyonpricing.Itcancoverother

relatedaspects.

Tomeetpriceobjections,someexportersartificiallyinflatetheirinitialpricequotations.This

enablesthemtogivepriceconcessionsduringtheopeningofthenegotiationswithout

takinganyfinancialrisks.Thedangerofthisapproachisthatitimmediatelydirectsthe

discussionsintopricingissuesattheexpenseoftheotherimportantcomponentsofthe

marketingmix.Generallysuchinitialpriceconcessionsarefollowedbymoredemandsfrom

buyersthatwillfurtherreducetheprofitabilityoftheexporttransaction.Forinstance,the

buyermaypressforconcessionson:

?Quantitydiscounts

?Discountsforrepeatorders

?Improvedpackagingandlabelling(forthesameprice)

?Tighterdeliverydeadlinesthatmayincreaseproductionandtransportcosts

?Freepromotionalmaterialsinthelanguageoftheimportmarket

?Freeafter-salesservicing

?Supplyoffreepartstoreplacethosedamagedfromnormalwearandtear

?Freetrainingofstaffinthemaintenanceanduseoftheproduct

?Marketexclusivity

?Along-termagencyagreement

?Highercommissionrates

?Bettercreditandpaymentterms

Toavoidbeingconfrontedbysuchcostlydemands,anexportershouldtrytodeterminethe

buyer'srealinterestintheproductfromtheoutset.Thiscanbeascertainedthrough

appropriatequestionsbutmustalsobebasedonresearchandotherpreparationsbefore

thenegotiations.Onlythenshouldsuitablecounter-proposalsbepresented.

Planningnegotiations

Toachieveafavourableoutcomefromthenegotiations,anexportershoulddrawupaplan

ofactionbeforehand,whichaddressesafewkeyissues.Experiencednegotiatorsconsider

thatasmuchas80%oftheiroveralltimedevotedtonegotiationsshouldgotosuch

preparations.Thepreliminaryworkshouldbeaimedatobtainingrelevantinformationon

thetargetmarketandthebuyersoftheproduct.Itshouldalsoincludedeveloping

counter-proposalsifobjectionsareraisedonanyoftheexporter'sopeningnegotiating

points.Thepreparationsshouldthusinvolveformulatingnegotiatingstrategiesandtactics.

Marketresearch

Inordertobeabletosupplyapotentialcustomerwithwhattheyneed,itisnecessaryto

knowthemarket.Thisrequiresresearch.Anexportershouldassesscompetitionfromboth

domesticandforeignsuppliersandbefamiliarwiththepricesthattheyquote.The

distributionchannelsusedfortheproductandthepromotionaltoolsandmessagesrequired

shouldalsobeexamined.Suchinformationwillbevaluableforthesellerinnegotiationwith

buyers.Themorethatisknownaboutthetargetmarketandthebuyersfortheproducts

concerned,thebettertheexporteristoconductthenegotiationsandtomatchtheofferto

thebuyer'sneeds.

Supplyassessment

Makingcounter-proposalsalsorequiresdetailedinformationonthecostsoftheexporter's

productionoperations,freightinsurance,packingandotherrelatedexpenses.Anexporter

shouldcarryoutarealisticassessmentofthequantitiesthatcanbesuppliedandthe

scheduleforsupplyingthem.Aspartofthepreparationsfornegotiations,anexporter

shouldlistanypotentialpriceobjectionsthebuyercouldhavetowardstheofferbeing

presented,alongwithallpossibleresponses.

LanguageExpansion（語言擴充）

Usefulnegotiatingphrases

Talkingabouttheprice

ThisbusinesscanbeconcludedifyoucanloweryourpricetoRMB50peritem.

Wouldyoubeabletogiveadiscountforrepeatorders/bulkorders/largerquantities?

Asthisisanewproduct,wouldyouconsiderincreasingthediscounttohelpusgetitintothe

market?

Idon'tdenyyourexcellentqualityandifyouofferacompetitiveprice,wecanplacealarger

order.Kmafraidwecan'tacceptthatpricebecauseitismuchlowerthanthemarketprice.

US$100/mtisalreadyourbottom/rock-bottomprice.Itcan'tbeloweredanyfurther.

Tobefrank,it'sdifficulttomeetyourpriceandthegeneralpracticeistogiveonlya2%

discount.Usuallyweoffernodiscountforthiscommodity/quantity/ordervalue.Ourprofits

areverylow.

Talkingaboutcommission

Doyouincludeanycommission?

We'reacommissionedagent.Wedobusinessonacommissionbasis.

Youcangetahighercommissionrateifyouorderabiggerquantity.

Wellgrantyoua2%commissioninthehopeoffuturebusiness/pushingsales.Whenthe

turnoversurpasses/topsonemilliondollars,thecommissionwillbeincreasedby2%.

Ourpriceleavesuswithlittleprofitmargin,sowecan'tgiveyouanycommission.

Youcanearnafavourable2%commissiononordersoverUS$50,000.

Weareonlywillingtopayyouacommissionat8%calculatedongrossprofits/net

profits/netinvoicevalues.

Strikingadeal

OK,letscallitadeal!

Youhavedrivenahardbargain,butwe'llacceptit.

Letsmeeteachotherhalfwaytobridgethegap.

Letsgofiftyfiftyonthedifference.

Toreachagreementonthistransaction,wecanmakesomeconcessionstoourprice.

Theutmost/bestwecandoistoreducethepriceby1%.

Ifyouorderinlargerlots,wecanreducethepricealittle.

Inconsiderationofourlong-termbusinessrelationship,wehavedecidedtogiveyoua4%

discount.

Rejectingarequest

I'mafraidwecan'tacceptit/agreewithyouonthat.

Thebest/utmostwecandoistomakedeliveryamonthearly.

An8%reductionisthebestwecando.

Thereissimplynoroomforsuchalargediscount.

WhatImeanisthatthegapbetweenusistoogreat/huge/substantial.

Franklyspeaking/Tobehonest/Tobefrank,wecan'tagreewithyourideaaboutthe

discount.

Ifyouinsistonthat,wewillhavetoreconsiderourposition/repositionourselves.

Wecanonlyacceptthatifyoucanensure/assureustherewillberepeatorders.

Expressingagreement

Allright,Inowagreewithyouonthat.

Sincewehavebeendoingbusinessforsolong,we'reabletogiveyouadiscount.Inthelight

ofourlong-termcooperation,we'rehappytohelpyoubygivingyouthisdiscount.

Welladjustourpricestakingyourproposalintoconsideration.

Wecansay"yes"tothetermswe'vejustdiscussed.

TextBank（擴展閱讀）

ManagingtheSalesNegotiationProcess

Wemayhearthefollowingexpressionsinthecourseofnegotiating:

''You'vegottodropyourpriceby10%orwe'llhavenochoicebuttogowithyour

competition//

"You'llhavetomakeanexceptiontoyourpolicyifyouwantourbusiness/'

z7knowthatyouhavegoodqualityandservice,butsodoyourcompetitors.Whatwe

needtofocusonhereisyourpricing//

’7agreethatthosespecialservicesyoukeepbringingupwouldbenice,butwesimply

don'thavethefundstopurchasethem.Couldyouincludethematnoadditionalcost?''

Everytimeyouhearstatementslikethese,you'reinthemiddleofadifficultsales

negotiation.Howyouhandlethatnegotiationwilldeterminewhetherornotyouclosethe

saleandhowprofitablethatsalewillbe.Inordertogiveyouarealedgeinyoursales

negotiations,somekeypointshavebeenlistedbelow.

Don'tbelieveeverythingyouseeorhear.

Partofagoodsalesperson'sskillistolearntoreadpeopleandsituationsveryquickly.

However,whenitgetsdowntonegotiating,youhavetonotedowneverythingyouseeand

hear.Buyersaregoodnegotiators,andthustheyaregoodactors.Youmaybetheonly

personwhohaswhatheneeds,buteverythinghedoesandsays,frombodylanguagetothe

wordsheuses,willbedesignedtoleadyoutobelievethatunlesshegetsanextra10%off,

he'sgoingwiththecompetition.Beskeptical.Besuspicious.Test,probe,andseewhat

happens.

Don'tofferyourbottomlineearlyinthenegotiation.

Howmanytimeshaveyoubeenaskedto“givemeyourbestprice"?Andhaveyouever

givenyourbestpriceonlytodiscoverthatthebuyerstillwantedmore?Youhavetoplaythe

game.Itsexpected.Ifyoucoulddropyourpriceby10%,startoutwith1%,or2%,or4%.

Leaveyourselfroomtonegotiatesomemore.Whoknows-youmaygetitfora2%

reduction.Youmighthavetogoallthewayto10%,butoftenyouwon't.Alittle

stubbornnesspaysbigdividends.

Getsomethinginreturnforyouraddedvalue.

Whatifyoudiscoverthatthebuyerwantstobeabletotrackhisexpendituresforyour

productsorservicesinawaythatisfarmoredetailedandcomplexthanisstandardforyour

industry?Andwhatifyouraccounttrackingsystemissetupinawaythatyoucanprovide

thatinformationatessentiallynocosttoyou?Oftenthesalesperson'soverwhelming

temptationistojumpinandsay,“Oh,wecandothat.That'snoproblem/,

Beforeyoudo,however,thinkaboutyouroptions.Youcouldthrowitinaspartofthe

packageandtrytobuildgoodwill.Oryoucouldtakeadeepbreathandtrysomethinglike,

"That'sadifficultproblemthatwillrequiresomeeffortonourpart,butit'sdoable.”

Inthesecondcase,you'vetoldthebuyeryoudefinitelycoulddoit,butyouhavenotyet

agreedtodoit.Youmaynotbeabletogethimtopayextraforit,butyoumaybeableto

useitasabargainingchipinresistingpriceconcessions.Whichwayyouchoosetogowill

dependonwhoyourcustomerisandonthesituation.However,youdohaveoptions.

Sellandnegotiatesimultaneously.

Thinkofsellingandnegotiatingastwosidesofthesamecoin.Sometimesonesideisface

up,andsometimestheotherside,buttheyarealwaysboththere.Thisisparticularlytruein

yourearliestcontactswiththebuyer.Thefacethebuyerseesisthatofasalesperson

demonstratingfeaturesandbenefits.Thehiddenfaceisthatofanegotiatorprobingand

seekingoutinformationthatmaybeinvaluablelatershouldissueslikeprice,terms,quality,

delivery,etc.havetobenegotiated.

Bepatient.

Finally,andmostimportantly,bepatient.Salesareahighenergy,fastmovingbusiness.

Patienceisonecommoditythatisinrelativelyshortsupply,butifyou'reimpatientina

negotiation,you'llloseyourshirt.IfI'mnegotiatingwithyouandIknowthatyou're

impatient,Iwillholdoutjustalittlelonger,nomatterhowdesperateIamtomakeadeal

withyou.AslongasIknowyou'reinahurry,111wait.Sobepatient.Takethetimethatyou

need,don'trushtogivein,don'tshowyouranxiety,staycoolanddon'tpanic.Negotiationis

aprocessandagame.Usetheprocessandplaythegame.You'llbeastonishedatthe

differencethatitmakes!

Discussion:

1.Whatnegotiatingskillsareintroducedinthispassage?

2.Whatdoyouthinkofthebusinessnegotiationprocedures?

補充教學(xué)資源

Video1

Pricenegotiation

Mr.Welsh:Hello,Mr.Wang.Wereceivedthesamplesyoukindlysenttoourheadquarters.

Thankyouverymuch.We'reimpressedbyboththequalityandthevarietyofyourproducts.

Mr.Wang:Thanks,andwelcometoourfactory.Ihopeyouenjoyedthetouraroundsomeof

ourworkshops.

Mr.Welsh:Yes,weactuallypickedupseveralproductsfromyourcatalogueafterthetour.

Wemaybeabletogiveyouatrialorder.NowI'dliketoknowifweplaceafirmorderwith

you,whencanyoudeliverthegoods?

Mr.Wang:Itdependsonhowmanyitemsyouchooseandwhatquantity.Normallyforone

containerorder,wecandeliverthegoodswithin60days.

Mr.Welsh:That'sgood.OK,letsworkthroughthislistnow.

Mr.Wang:(Afterreadingthelist)Mm,Isee,Mr.Welsh.You'veonlyselected4itemssowe

canguaranteedelivery.Thisistheunitpriceofeachproduct(showinghimtheprices).

Mr.Welsh:Fine.Butitseemstousthatyourpriceismuchhigherthanothersuppliers'in

China.WearecurrentlydoingbusinesswithsomefactoriesinShenzhen.

Mr.Wang:Weknowsomefactoriesgivelowerpricesbuttheirqualityispoor.Yousee,the

surfaceofourproductsisverysmooth.Andafterthetour,youmusthaveanideahowwell

ourmanufacturingenvironmentmeetsinternationalsanitarystandards.Consideringthe

quality,ourpriceisveryreasonable.

Mr.Welsh:Wedon'tdenythat.Butifyoucangiveusalittlediscount,wecanstartupa

long-termrelationship.

Mr.Wang:You'rereallytemptingme.OK,whatsyourquantitythen?Generally,we'renot

allowedtogivediscountatthisprice.Butifyourorderislargeenough,Icanofferyoua

specialdiscount.

Mr.Welsh:Forthelargeplasticchairandthetrolley,wecantake1,000piecesofeachand

muchmorelateronafterthistrialorder.

Mr.Wang:1,000pieces...Well,sinceit'sourinitialtransaction,I'llgiveyoua10%discount

onthesetwoitems.

Mr.Welsh:10%?Anothercompanygivesusa15%discountforthatsizeoforder.Youknow,

anincentivediscountencouragesthebuyersandhelpsexpandyourbusiness.

Mr.Wang:Ofcourse,Iknow,butthatistoohigharate.Franklyspeaking,themaximum

discountwecangrantis10%.

Mr.Welsh:Thenhowaboutthefoodboxandcupcontainer?Also10%?Wewouldliketo

order800foodboxesand500cupcontainerstostart.

Mr.Wang:Kmafraidwecan'tdothat.Youknow,thepriceoftherawmaterialhasbeen

risingsteadily.There/snoprofitmarginleftatthatprice.

Mr.Welsh:Comeon,ofcoursethereis.Bytheway,wedon'tneedthescaleonthecup

container.HowaboutreducingthepriceofthecontainertoUS$2fromyouroriginalUS$3?

Mr.Wang:Well,itsreallyhard...

Mr.Welsh:Well,wecouldmeeteachotherhalf-way.Thatwouldconcludethedeal.

Mr.Wang:Youcertainlyhaveawayoftalkingmeintoit.Allright,letseachmakesome

concession.Youincreasethefoodboxorderto1,000pieces,OK?

Mr.Welsh:Fine,noproblem.

Mr.Wang:Youreallydriveahardbargain!Butwelookforwardtoalongpartnership.

Video2

Priceandcommission

Mr.Fang:Hello,Mr.Leeser.Tmverygladtomeetyou.

Mr.Leeser:Likewise.Thisisinteresting.DoyouthinkthecolourisrightfortheEuropean

market?And...whatisthepriceforthiswoodenangel?

Mr.Fang:Noproblem.Youdefinitelyhavegoodtaste.WehavemanyEuropean

customerswhoarebuyingthisChristmasrange.ThepriceisUS$8,FOBShanghai.

Mr.Leeser:US$8?Yourpriceismuchhigherthantheotherofferswe'vereceivedevenjust

inthisexhibitionhall.

Mr.Fang:Well,itmayappearalittlehigher,butthequalityofourproductsismuchbetter

thanthatofothersuppliers'.Youmusttakethatintoconsideration.

Mr.Leeser:Iagreewithyou.That'swhyI'vecometoyourbooth.ThistimeIintendtoplace

alargeorder,butbusinessisalmostimpossibleunlessyoucangivemeadiscount.

Mr.Fang:Wecantalkaboutthatlater.Whatsyourlineofbusiness?

Mr.Leeser:WemainlysellgiftsanddecorationsforChristmas,Easterandothertraditional

holidays.Christmasisourlargestconcern.OurannualsalescanreachUS$10million.

Mr.Fang:Good.We'vebeenalargeproduceroftheseitemsforyears.Yousee,notonlyis

ourqualitymuchbetterthanothers',butourproductrangeismorediverse.Youcanalways

findthebestofanythingyouwant.

Mr.Leeser:So,ifyoucangivemebestpriceforthisfirstorder,wecanstartalong-term

relationship.Forexample,whatisthepricefortheseSantaClauses?

Mr.Fang:For