商务谈判八大实例

1、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 g

2、ood. 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

3、. 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

4、. 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 fu

5、rther.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?计划 , 建议 , 向. 提议 , 求 （ 婚 ）R: We could take a cut （降低） on the

6、 price. But 25% would slash our profit margin（毛利率） .We suggest a compromise 妥协 , 折衷 ？ 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 off

7、ice anyway. I hope we can find some common ground（共同信念） on this.NEXT DAYD: 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 hard to reach some middle ground （互相妥协）

8、 .？ but I'm try veryD: I understand. We propose a structured deal（阶段式和约） . For the first six months, weget 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 some

9、thing 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

10、 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 d

11、etails. 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

12、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

13、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:

14、 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

15、, 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 s

16、ign 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 担子 , 负担 for us.K: I'll check the number later, but what do you propose?R: Here's how you can demonstrate commitment委托事项 , 许

17、诺 , 承担义务 to this deal.Make it ten years, increase the unit price, and provide technology transfer技术转移 .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委托事项 , 许诺 , 承担义务 for ten years. But

18、 if yourproduction 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 yourorders?K: If we are happy with your quality, we might increase our purchase to 100,000 a year,for a t

19、wo-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）

20、 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 yearis fine, but we'd like some of our personnel on the team.K: Acceptable.

21、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）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

22、：K: If we transferred our technical and research expertise（技术与研究的专业知识） , whatwould stop you from making the same product?R: We'd be willing to sign a commitment. We'll put it in writing（书面保证） that we won'tcopycat （仿冒） the Sports Cast within five years after ending our contract.K: Sounds

23、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

24、 over some key personnel to help us purchase the equipment and train our technical people. How long do you anticipate预期 , 期望 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

25、 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 （七）Botany Ba

26、y 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 on the Medic-Disk were U.S.$ 100,000 last year, through our agent in Hong Kong.R: Our research shows most of

27、your sales, are made in the Taipei area. Your agent has only bee n 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 go

28、od 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 . 分配，分发，配给 capabilities （分销能力） do you have?R: We have salespeo

29、ple 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 （八）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: Wel