跨境基础及电商1Chapter 3- Price Negotiation

Chapter3跨境电商实用英语Chapter3PriceNegotiation03Mini-Project02PassageReading01Warming-up目录CONTENSTAfterstudyingthischapter,youareexpectedto:AcquirebasicknowledgeaboutpricenegotiationonCross-borderE-commerceplatformsUseappropriateexpressionstoreplytocustomer’sinquiryaboutproductdiscountsMastertherightmethodsofdecliningthebuyers’counter-offerEstablishahealthysenseofcompetitionDevelopapositiveoutlookonlifeandvaluesLearningGoalsChapter3PARTONE/Warming-up01TaskWorkingroups.Lookatwhatthefollowingpeoplesayordoandexpressyourownopinionswithyourgroupmembers.Trytorelatetoyourpersonalexperience.Alicewhohasbeendoingbusinessonlineformorethan5yearstoldnewsellers,“Discusswiththecustomeraboutthevalueinsteadofthepriceofyourproduct.”Jason,anexperiencedseller,said,“Cheapproductsdonotnecessarilysellwell.Whatsellswellaretheproductsthatmakecustomersfeelliketheyarecheap.ABChapter3PARTTWO/PassageReading02PriceNegotiationUnlikedomesticonlinecustomers,mostcross-bordercustomersdonotbargainwithsellersinmostcases.Mostofthebuyerswilldecidewhethertoplacetheorderbasedonthereleasedprice.Someoftheunpaidordersmayresultfromthehighpriceoftheproductorshipping.Thesellermaycommunicatewiththebuyertimelyandunderstandthereasonsfortheunpaidorder.Ifyoudonotgetareply,youmaytaketheinitiativetoadjustthepriceoftheproductorshippingtoregainbuyers’focusandimprovetheconversionrate.Butsomecustomerswillbargainwiththesellerfordiscountbeforeplacinganorder.Forthem,thesellershouldanalyzethepurposeofbargaining,respondanddealwithitspecifically.Forsomeproductswithlimitedprofitmargin,thesellershouldrejecttherequestbyemphasizingqualityadvantage,priceadvantageoversimilarproductsorgoodreputation,andguidebuyerstoincreasetheordernumbertoobtainadiscount.Forsomeproductswithconsiderableprofitmargin,thesellershouldnotimmediatelycutthepriceafterthecounter-offerfromthecustomer,butshouldpretendtoaskthesupervisor’sapprovalandreplylater,sothatbuyersdonotthinkthereleasedpriceunrealisticallyhigh.Inaddition,therearesomesmallwholesalecustomersontheCross-borderE-commerceplatforms.Manysmallforeignbuyersfavoronlineordersbecauseofthedeliveryspeed,paymentafterarrivalofproducts,lowriskandrelativelyhighsecurityetc.Forthem,thesellershouldgivespecialattentionandactivelyfollowupwiththeinquiry.Theyshouldnegotiateaboutthewholesalepriceaccordingtothequantityandtrytoretainthesesmallwholesalecustomers,whichwillbringgreatadvantagestothepositivecycleofonlinestores.Ontheonehand,thesellercansetthewholesalepricewhenpublishtheproduct,sothatthebuyercanclickonthe“BulkPrice”buttontoseetheproduct’sdefaultwholesaleprice.Ontheotherhand,inordertoattractsmallwholesalecustomers,thesellercanalsomakeclearthewholesalediscountorindicatethebuyertowritetonegotiateaboutthediscountonthehomepageorproductdescriptionpage.Whenfacedwithinquiryfromalargewholesaler,thesellermustseizetheopportunityandreplyindetails,includingthestyle,theamountofpurchaseandthecorrespondingoffer.Theofferusuallyincludesshipping,andshouldhavepriceadvantage,makingthebuyerfeelthathereceivesalargediscount.价格谈判

与国内的网购客户不同，大多数情况下，跨境平台上的大多数客户不会与卖家讨价还价。大部分的买家会根据卖家发布的产品价格来决定是否下单。部分未付款的订单，可能是由于产品未达到客户的心理价位，或是对运费不满意。卖家可以与买家及时进行沟通并了解未付款的原因。如果没有得到回复，可以主动考虑对价格、运费进行调整，促使买家重新关注下单产品，提高转化率。

但也有部分特殊客户在下单之前会进行价格的商讨，要求卖家给予一定的折扣。关于这部分的买家，卖家应分析其讨价的目的，有针对性地进行回复和处理。对于一些利润空间有限的产品，卖家应通过质量优势、同类产品价格优势或是信誉保证来回绝这部分的折扣还价，同时引导买家通过扩大订单来获取相应的折扣。对于一些利润空间可观的产品，面对来自客户的还价，卖家不应立即降价，可以借向上级领导请示为由，稍后再给予回复。以免买家认为价格设置虚高。

此外，在跨境电商平台上有一些小额批发客户。许多国外的小买家青睐在线订单发货速度快，收到货后才放款，风险小且有一定的保障等特点。针对这部分的批发买家，卖家应给予重视，积极跟进询盘，根据批发数量商定较有优势的批发价格，争取留住这部分的小额批发客户，周期性的小额批发订单能为店铺的良性经营带来较大的优势。一方面卖家可以在发布产品时就设定好产品的批发价格，买家在下单时可以点击BulkPrice，了解产品的默认批发价格。另一方面，卖家可以在店铺的首页以及产品的详情页中主动说明批发客户可享受的折扣或批发价格可来信协商，以此来吸引小额批发客户。当遇到大量批发询盘时，卖家一定要抓住机会，回复一定要详尽，内容一般包括样式、采购量和相应的报价，报价建议包括运费，而且价格要相对有优势，给买家感觉是卖家给他的一个特大优惠。NewWordsbargain/ˈbɑ:gən/v.1todiscussprices,conditions,etc.withsbinordertoreachanagreementthatissatisfactory（和某人就某事）讨价还价；商讨条件e.g.I)Ourstorerefusestobargainovertheprice.我们商店拒绝讨价还价。

II)Inthemarket,dealerswerebargainingwithgrowersoverthepriceofcoffee.在市场上，经销商正在与种植者就咖啡价格进行商谈。2initiative/ɪˈnɪʃətɪv/ntheabilitytodecideandactonyourownwithoutwaitingforsbtotellyouwhattodo主动性；积极性；自发性e.g.I)Hedisplaysgreatinitiativeinhiswork.他在工作中表现出极大的主动性。

II)Shehopestoseizetheinitiativetodealwiththeproblem.她希望能够主动处理这个问题。3reject/rɪˈdʒekt/v.torefusetoacceptorconsidersth拒绝接受；不予考虑e.g.I)Theproposalwasfirmlyrejected.这项提议被断然否决。

II)Werejectanysuggestionsthatthelawneedsamending.我们拒绝任何有关该法律需要修改的建议。4reputation/ˌrepjuˈteɪʃn/n.theopinionthatpeoplehaveaboutwhatsb/sthislike,basedonwhathashappenedinthepast名誉；名声e.g.I)Ithasdoneincalculabledamagetohisreputation.这给他的声誉造成了难以估量的损害。

II)Companiesmustearnareputationforhonesty.公司必须树立诚信的声誉。5considerable/kənˈsɪdərəbl/adj.greatinamount,size,importance,etc.相当多（或大、重要等）的e.g.I)Iwillforeverbegratefulforhisconsiderableinput.我将永远感激他的大量投入。

II)Hebroughttothejobnotjustconsiderableexperiencebutpassionateenthusiasm.他不仅给这项工作带来了丰富的经验，而且倾注了极大的热情。6supervisor/ˈsu:pəvaɪzə(r)/n.apersonwhosupervisessb/sth监督人；指导者；主管人e.g.I)Asupervisorinenterpriseneedstobefamiliarwithrunningmethod.企业的管理者要深谙管理之道。

II)Thesalesmansaidhewouldhavetoconsultthesupervisoraboutthematter.那名销售说关于这件事他得请示主管。7approval/əˈpru:vl/n.thefeelingthatsb/sthisgoodoracceptable;apositiveopinionofsb/sth赞成；同意；提议e.g.I)Wehopetoday’sofferwillmeetwithyourapproval.我们希望今天的报价能够得到您的同意。

II)Thechairmanhasalsogivenhisapprovalforaninvestigationintothecase.主席也已同意对此案进行调查。8negotiate/nɪˈgəʊʃieɪt/v.totrytoreachanagreementbyformaldiscussion谈判；磋商；协商e.g.I)Theyrecentlyfailedtonegotiateamutuallyacceptablenewcontract.他们最近未能谈成一个双方都接受的新合同。

II)Theyrefusedtonegotiateunlessthreepreliminaryrequirementsweremet.除非满足三个先决条件，否则他们拒绝谈判。9retain/rɪˈteɪn/v.tokeepsth;tocontinuetohavesth保持；持有；保留；继续拥有e.g.I)Theinterioroftheshopstillretainsanineteenth-centuryatmosphere.这家商店的内部装修仍然保留着19世纪的风格。

II)Retaincopiesofallcorrespondence,sinceyoumayneedthematalaterdate.要保留好所有信件的副本，日后可能会用到。10default/dɪˈfɔːlt/n.whathappensorappearsifyoudonotmakeanyotherchoicesorchanges默认；系统设定值；预置值e.g.I)Thedefaultoptionistosaveyourworkeveryfiveminutes.默认设置为每五分钟保存一次。

II)Whatisyourdefaultbrowser?你的默认浏览器是什么？Phrases&Expressions1e.g.I)Hisfailureresultedfromnotworkinghardenough.他的失败是工作不够努力造成的。

II)Thecompanywasforcedtocutpricessharply,reducingitsprofitmargin.这家公司被迫大幅降价，降低了利润率。resultfrom产生于……；由……引起2e.g.I)Couldyoucutthepricedownalittlebit?你能把价格降低一点吗？

II)Wewouldrathercutdownthepricethankeepalargequantityofgoodsinstock.我们宁肯降低价格，也不愿积压大量的货物。cuttheprice降价3e.g.I)Thisiscreatingapositivecycleofemploymentgenerationanddemandgrowth.这样就形成了就业机会增加和需求增长的良性循环。

II)Acompanyshouldformapositivecycleofinternalcontrolandcapitalmarket.公司应形成内部控制和资本市场间的良性循环。positivecycle良性循环4e.g.I)Thebulkpriceofthisitemisreallyagreatbargain.这款商品的批发价真的很划算。

II)Ifyouorder100piecesinoneorder,wecanofferyouthebulkpriceof5USD/piecewithfreeshipping.如果您一次订购100件，我们可以为您提供5美元/件的价格并且免运费。bulkprice批发价5e.g.I)Youshouldmakeclearexactlywhatyouwanttoknow.你应该确切地弄清楚你要了解什么。

II)I’dliketomakeclearmythoughtsonthesubject.我想说清楚我对这个问题的看法。makeclear弄清楚；解释Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.1

Whatcansellersdoiftheydon’tgetreplyfrombuyersabouttheunpaidorders?Sellersmaytaketheinitiativetoadjustthepriceoftheproductorshippingtoregainbuyers’focusandimprovetheconversionrate.Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.

2

Whatshallsellersdoifbuyersbargainfordiscountbeforeplacinganorder?Sellersshouldanalyzethepurposeofbargaining,respondanddealwithitspecifically.Task1Workinpairs.Readtheabovepassageandanswerthefollowingquestions.3

Howcansellersattractandretainsmallwholesalecustomers?Ontheonehand,thesellercansetthewholesalepricewhenpublishtheproduct,sothatthebuyercanclickontheBulkPricebuttontoseetheproduct'sdefaultwholesaleprice.Ontheotherhand,inordertoattractsmallwholesalecustomers,thesellercanalsomakeclearthewholesalediscountorindicatethebuyertowritetonegotiateaboutthediscountonthehomepageorproductdescriptionpage.Task2Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.1Ihaveameetingwithmy_________aboutthenewproduct.2Youshould_________whatistobedonenext.3Dotheplansmeetwithyour_________?4Customerserviceemployeesshouldimprovetheir_________skills.negotiatesupervisorapprovalconsiderablereputationinitiativemakeclearprofitmarginsupervisornegotiatingapprovalmakeclearCompletethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.5Thenewproductionlinewasteda_________amountoftimeandmoney.6Youwon’tgetmuchhelp.Youwillhavetouseyour_________.7Thestoreneedstorepositionitselfifitistoboostitssalesand_________.8Theprojectisveryprofitable,witha_________ashighas100%.negotiatesupervisorapprovalconsiderablereputationinitiativemakeclearprofitmarginconsiderableprofitmarginreputationinitiativeTask3TranslatethefollowingsentencesintoEnglish,usingtheexpressionsinbrackets.1去年，这个集团的净利率为30%。(profitmargin)

————————————————————————————————2她不愿意主动这么做。(initiative)————————————————————————————————3平台已同意对此纠纷进行调查。(approval)————————————————————————————————The

group

had

a

net

profit

margin

of

30%

last

year.The

platform

has

given

its

approval

for

an

investigation

into

the

dispute.She

does

not

like

to

do

so

from

her

own

initiative.TranslatethefollowingsentencesintoEnglish,usingtheexpressionsinbrackets.4股票和债券能给人带来不菲的额外收入。(considerable)————————————————————————————————5在与人谈项目前你得先制定一个计划。(negotiate)—————————————————————————————————————6我们要弄清楚买家给予差评的原因。(makeclear)——————————————————————————————————Shares

and

bonds

can

bring

one

quite

a

considerable

additional

income.You

have

to

work

out

a

plan

before

you

negotiate

the

project.Weshouldmakeclearthereasonwhythebuyergaveusabadfeedback.Chapter3PARTTHREE/Mini-Project03在大多数跨境电商平台，产品价格依然是不少卖家获得订单的重要因素。面对砍价的买家，卖家如何给予得体的回复，拒绝买家的砍价或是给予一定的折扣，都值得卖家不断地思考。Sample1 关于产品折扣的询问与回复（接受对方砍价/拒绝对方砍价）询问Hi,Iamwritingtothankyouforthesampleoftheyogamatyouverykindlysentme.Iappreciatethegoodqualityofthegoods,butIfindyourpriceisonthehighside.Informationindicatesthattheyogamatsavailableatpresentprovidedbysomeothersellersaresoldatalevelabout10%-15%lowerthanyours.Couldyoupleaseconsiderreducingthepricetothislevel?Ifyoucould,wemightbeabletoorder2,000pieces.Yoursfaithfully,×××下面这位买家在试用样品后，表示瑜伽垫的质量非常好，但价格偏高。显然他/她已将同类产品的价格进行过对比，希望卖家可以让利10%～15%。在此基础上，买家愿意订购2000件。Sample1 关于产品折扣的询问与回复（接受对方砍价/拒绝对方砍价）Dear×××,Weappreciateyourconfidenceinthequalityofourproducts.Althoughweareanxioustodobusinesswithyou,weregretthatitisimpossibleforustoallowthereductionyouaskedfor.Consideringthequalityofourproducts,farsuperiortothoseofotheronlineshops,thispriceisinfactveryreasonableandquiterealistic.Weregret,therefore,thatwecan’tmakeanyfurtherconcession.Thankyouagainforyourinterestinourproducts.Wearelookingforwardtoyourreply.Yoursfaithfully,×××回复（没有折扣）卖家虽然很想争取该买家的订单，但瑜伽垫的利润空间有限，因此卖家拒绝在价格上做出让步。对于部分利润空间有限的产品，卖家在拒绝降价时，应注意措辞，可以多使用“regret”“sorry”等词，并努力通过产品质量优势、同类产品价格优势或信誉保证来争取订单。Sample1 关于产品折扣的询问与回复（接受对方砍价/拒绝对方砍价）在下面这封回复函中，卖家虽然知道降价会让产品的利润空间更小，但是为了争取大订单并与买家建立长期的业务关系，卖家同意给买家10%的折扣，条件是订单量超过2000件。该卖家在表述时条理清晰，开头和结尾都表达了对买家的感谢。在实际的客服工作中，卖家从每一个字里行间的细节向买家呈现了一种感恩的态度，这对建立业务关系是非常有效的。回复（有折扣）Dear×××,Thankyouverymuchforyourapprovalofthequalityofourproducts.Infact,theprofitmarginfortheyogamatissothinthatanypricereductionwouldmakebusinesstransactionpointless.However,consideringourexpectationofestablishingalongtermbusinessrelationshipwithyou,wearepreparedtoofferyouaspecialdiscountof10%foranorderexceeding2,000pieces.Thankyouagainforyourinterestinourproducts.Wearelookingforwardtoyourorderandwetrustourmutualeffortswillleadtoprosperousbusiness.Yoursfaithfully,×××Sample2 关于货物批发价格的询问与回复询问Hi,IamaresellerandIwouldliketobuylargequantityofyourbriefcase.What’sthewholesaleprice?对于潜在批发客户的咨询，卖家一定要抓住机会，尽可能全面地提供相关信息，并表达愿意为买家服务并建立业务关系的愿望。Sample2 关于货物批发价格的询问与回复Dearfriend,Thankyouforyourinquiryforthewholesaleprice.Hereisthelinkofthebriefcasewhichyouareinterestedin.Ifyourorderislargerthan100pieces,wecouldgiveyouawholesalepriceUSD50/piece(freightincluded).Pleaseletusknowifyouhaveanyfurtherquestions.Wehopetoestablishbusinessrelationshipwithyou.Bestwishes,×××回复HighlightedSentences1

Thepricehasbeencarefullycalculatedandcuttothelimit.这个价格经过仔细计算，已经降到极限了。2

Letusmeeteachotherhalfwaybyreducingthepriceby5%.让我们各让一步，降价5%。3

Thepriceisforonlinepromotion.这是网上的促销价。4

Wewilladjustourpriceaccordingly.我们会相应地调整价格。5

Togetthebusinessdone,wewillcutd