涉外秘书英语 Unit 8

1、Business Negotiations,Unit 8,Practical English Course for Foreign-oriented Secretary,Study Objectives,掌握与客人洽商时英语口语表达 掌握一些基本的商务谈判技巧 掌握英文询盘信及回信的写法 了解祝贺和称赞的礼仪,Tips for Business Negotiation,Negotiating is often referred to as an “art ”. While some people may be naturally more skillful as negotiators, ev

2、eryone can learn to negotiate. As they often say in business, everything is negotiable. However, lack of preparation in a negotiation almost always sets a person up for failure.,First of all, each party must clearly define their own goals and objectives. What can you trade with the other party? Do y

3、ou have any alternatives that are acceptable to you? Secondly, each party must anticipate the goals of the opposition. This may require doing some background research.,Effective Meeting Preparation Tips,Thirdly, each party must come up with various alternatives to their main objectives. If you can a

4、lso work out possible solutions, then it is easier to find an acceptable outcome. Finally, you should be clear about your “bottom line”, the point at which you can offer no more.,Contents,Dialogues,A distributor, James Lee, who is from UK, wants to discuss the prices of heaters. However, Susans mana

5、ger, Mr.Henry Stevenson is still on a business trip in America. He asks Susan to negotiate the prices with the distributor on behalf of the company.,S: Susan Brown J: James Lee S: Hello, James. I havent seen you since last years . J: Hi, Susan. I am doing very well. Thank you. How about you?,Part 1,

6、Part 2,Part 3,Part 4,Part 5,trade fair1,1. 交易会,How is everything going on?2,2. 你最近怎样？,Dialogues,S: Oh, I am doing fine, too. Thank you. You know, Mr. Henry Stevenson is still in U.S. So Ive got a lot of stuff to follow. J: Right. I heard about it. So todays meeting is just between two of us? S: That

7、s right. Shall we get down to business now? J: Sure. Well, Ive studied the latest catalogue. Most of the products are very impressive. However, I must point out that prices are much higher than before.,Part 1,Part 2,Part 3,Part 4,Part 5,Dialogues,S: We to raise the prices. Our prices still compare v

8、ery favourably with those offered by other suppliers. J: I see your point, but your selling offer is much higher than what we expected. You know, we are in a . We will lose all of our customers if we raise the prices.,Part 1,Part 2,Part 3,Part 4,Part 5,Well, as you may know, the increased labour cos

9、ts, high price of oil appreciation of RMB have made business pretty tough.3,3.你要知道,劳动成本的上升,高油价和人民币的升值使我们生意非常的难做,have no choice but4,4. 除之外别无他法,Actually our margins are razor thin5.,5. 事实上,我们的利润是非常薄的,market slump6,6. 市场不景气,Dialogues,S: I admit the present market is very unfavourable to us. But it won

10、t last long. Plus the Christmas Holiday is coming. I think sales would be fine this year. J: Well, considering our long-run relationship, could you the prices, say, 15 % discount? S: 15 %?! You cant be serious! That would drive us out of business.,Part 1,Part 2,Part 3,Part 4,Part 5,knock down7,7. 降低

11、,The best we can do is 5%8.,8.我们最低只能降5%,Dialogues,J: I understand where youre coming from, but that high price also forces us out of the game. S: Well, it will if we keep over this issue. How about ? We can give you a reduction of 10% provided you could double the order. J: Hmm, let me see. All righ

12、t, S: Thank you, James. I am glad weve settled the question of price.,Part 1,Part 2,Part 3,Part 4,Part 5,haggling10,10. 争论,You do have a way of talking me into it.12,12. 你真有办法说服我,get us nowhere9,9.无进展,meeting half way11,11. 妥协,让步,Dialogues,S: Susan Brown J: James Lee S: Now that the price has been s

13、ettled, lets move on to the issue of payment. J: Err, about that, the terms of payment would be a bit different from last time. We are wondering if we could defer payment until the end of next month because we are having a little trouble in receiving payment.,Part 1,Part 2,Part 3,Part 4,Part 5,After

14、 taking a short break, Susan and James continue to discuss the terms of payment and delivery.,Dialogues,S: Well, we have been doing business for a long time. We really want to help you this, but this is a very large order. We have to pay to make the goods. Well have money trouble too if you defer th

15、e payment. J: Lets do it this way. Well for our present purchase. What do you think? S: Well, I have to consult with Mr. Stevenson. Would you wait a moment please? I need to call Mr. Stevenson for this.,Part 1,Part 2,Part 3,Part 4,Part 5,pay in instalments1,1. 分期付款,Dialogues,(Susan walks out of the

16、room and calls Mr. Stevenson. Later on, Susan walks back to the room. ) S: I am sorry for having kept you waiting so long. I just spoke to Mr. Henry Stevenson. He said it would be fine unless you make a twenty percent in two weeks, and the rest in three monthly instalments. J: Thats really nice of y

17、ou. This is a fair suggestion. Good. So what about the delivery? Is it possible for you to ship the goods before the end of October?,Part 1,Part 2,Part 3,Part 4,Part 5,initial payment2,2. 首期付款,pay off3,3. 还清,Dialogues,S: Well, I am afraid we cant make it. J: Then when at the earliest can we expect t

18、he shipment? S: By the end of November. Thats the best we can do. J: Is that your best offer? Im afraid thats not acceptable to us. We need the goods to be there by the end of October for our Christmas sales. You know Christmas sales usually start about a month before 25 December. S: I see your poin

19、t.,Part 1,Part 2,Part 3,Part 4,Part 5,But the factories are fully committed now.4,4.但是现在工厂已经满负荷了,Dialogues,J: I do hope you can try to the production. Theres no harm trying. S: Look. To meet your demand, well manage to advance the shipment from November to October. I hope it wont be late for the Chr

20、istmas sales. J: Well, I cant see any problem with that.,Part 1,Part 2,Part 3,Part 4,Part 5,But the best we can do is just ship 40% promptly and the balance will be delivered in the middle of November.6,6.但是我们最多能准时运送40%的货物,其余的会在11月中旬交货,step up5,5.加快,加速,Dialogues,S: Good. I think weve both agreed on

21、the terms. (Susan her hand.) J: (James shakes it) Lets get something to drink to celebrate the success of the negotiations. S: That sounds a good idea. Lets go!,Part 1,Part 2,Part 3,Part 4,Part 5,Can we shake on it?7,7. 那我们就一言为定了!(握手有表示“赞同认可”的意思),holds out8,8. 伸出,Dialogues,Part 1,Part 2,Part 3,Part

22、4,Part 5,Dialogues,Part 1,Part 2,Part 3,Part 4,Part 5,Dialogues,a bargain sale 廉价出售 a long-term contract 长期合同 accessories配件 C.I.F. 成本加保险费,运费价 CFR 成本加运费价 Chamber of Commerce 商会 competitive bidding竟价投标 F.O.B. 船上交货 make offers 报价 on display 展出,partial shipment 分批装船 postpone delivery 推迟交货 prompt shipmen

23、t 即期装运 quotation 报价 sample 样品 spare parts 备件 time of delivery 交货期 trade mark 商标 turnover tax 营业税,Part 1,Part 2,Part 3,Part 4,Part 5,Useful Expressions,我必须要指出价格要比先前的高很多,1. I must point out that prices are much higher than before.,我明白,但是您的报盘比预期的还要高,2. I see your point, but your selling offer is much h

24、igher than what we expected.,Part 1,Part 2,Part 3,Part 4,Part 5,您可以降低价钱吗?你们的价格太高,我们根本支付不起,3. Could you knock down the prices? Your price sounds too high and it is really beyond our reach.,Useful Expressions,Part 1,Part 2,Part 3,Part 4,Part 5,您认为您能降多少价?,4. How much do you think you could bring the pr

25、ice down?,如果你们的产品价格不能再优惠些,那我们就只得从其他供应商那里购买了,5. If you cant offer us the goods at a more competitive price, well have to turn to other suppliers.,你们一般采用何种付款方式?,6. What is your regular practice about the terms of payment?,我很希望你能尽量加快生产进度,7. I do hope you can try to step up the production.,Useful Expres

26、sions,Part 1,Part 2,Part 3,Part 4,Part 5,你们能否想些办法提前交货?,8. Could you do something to advance the time of delivery?,我要求一次性把货交完,9. I ask that the shipment be made in one single lot.,7月底前必须装船,否则就赶不上销售季节了,10. Shipment should be made before July, otherwise we are not able to catch the season.,Useful Expre

27、ssions,劳动成本的上升,高油价和人民币的升值使我们生意非常的难做,1. The increased labour costs, high price of oil, appreciation of RMB have made business pretty tough.,我们的利润已经很薄了,我认为我们已经没有还价的余地了,2. Our margins are razor thin,I do not think there is any room for bargaining.,Part 1,Part 2,Part 3,Part 4,Part 5,我们最低只能给5%,我的意思是双方能否都

28、退一步,从而达成协议,3. The best we can do is 5%. I mean if both parties could compromise a little and meet each other half way.,Useful Expressions,这是我方的最低价格,我们不能再让了,4. This is our rock-bottom price / floor price. We cant make any further reduction.,Part 1,Part 2,Part 3,Part 4,Part 5,我们可以给你10%的优惠,只要您多订一倍,5. W

29、e can give you a reduction of 10% provided you could double the order.,除非你可以在两周内先付20%,然后剩下的分三个月还清,6. It would be fine unless you make a twenty percent initial payment in two weeks, and pay off the rest in three monthly instalments.,Useful Expressions,但是现在工厂已经满负荷了,7. But the factories are fully commi

30、tted now.,Part 1,Part 2,Part 3,Part 4,Part 5,你们的5,000美元的应付款已拖欠50天了,8. Your payment of $5,000 has been 50 days past due.,请马上向我们寄来金额为1 000美元的支票以结清您的欠款,9. Please clear your account by sending us your check for $1,000 right away.,如果您同意分批装运,我们就可以接受您的订货,10. If you agree to the partial shipment term, well

31、accept your order.,Sample Writing,A letter of enquiry may be used to gather information regarding products or services, prices and operation, etc. This kind of letters should be short and accurate. Avoid the temptation to add excessive detail and try to maintain a professional tone throughout the le

32、tter. Your letter can be fairly short, but it should be long enough to adequately explain what it is that you are inquiring about and what you want the reader to do in response to your letter. Make sure to include contact information so that the person can easily get in touch with you if necessary,

33、such as your cell or home phone number or email address.,Part 1,Part 2,Part 3,Part 4,Part 5,Sample Writing,询价函可以用来收集信息,如关于产品或服务,价格和运作等 这类信函应该要简短和准确避免加上过多的细节,而要尽量使整封信保持一种专业的语气 邀请信可以简短,但一定要有足够的长度来阐述你要咨询的内容,以及你期望对方怎样回应你的信 必须要写上你的联系方式,这样对方如果有需要,就可以很容易地与你联系譬如说留下你的手机号码或家庭电话,或者电子邮箱,Part 1,Part 2,Part 3,Par

34、t 4,Part 5,Sample Writing,Sample,Part 1,Part 2,Part 3,Part 4,Part 5,Dear Sir/Madam, We learn from the Textile Chamber of Commerce that you are producing a range of high-fashion scarves and gloves. We operate a large chain of retail business and are looking for a manufacturer who could supply us with

35、 a wide range of scarves and gloves for the teenage market. Would you please send me a copy of your scarves and gloves catalogue with details of your prices and payment terms? We would find it most helpful if you could also supply samples of the various materials from which the goods are made. Yours

36、 faithfully Mathew Black Marketing Manager Spencer Retail Group,Sample Writing,It is very important to make a good impression when responding to enquiries from potential customers.,Part 1,Part 2,Part 3,Part 4,Part 5,Express your appreciation for the persons interest. The best impression will be made

37、 by providing the materials or information that the perspective client has asked for. This positive impression will be improved by a well written response. If appropriate, you might want to include additional information about your organization, the products or services you sell, or the subject matt

38、er of the inquiry, beyond the scope of the original inquiry.,Sample Writing,当回复潜在客户的询盘信时,要给对方留一个好印象是非常重要的,Part 1,Part 2,Part 3,Part 4,Part 5,要感谢对方对你公司产品的兴趣 要建立最好的印象,就是提供潜在的客人所要求的材料或信息这样一个正面的印 象还可以通过一封书写得体的信得以改善 如果合适,也可以附加一些关于你公司的信息,你们的产品或服务,或者就他/她咨询 的问题再进一步说明,Sample Writing,Sample,Part 1,Part 2,Part

39、 3,Part 4,Part 5,Dear Mr. Black, We welcome your enquiry of July 8 and thank you for your interest in our scarves and gloves. As requested, a copy of our illustrated catalogue and price list are being sent to you today, with samples of our products. We are also manufacturing a wide range of socks in

40、 which we think you might be interested. They are fully illustrated in the catalogue and are of the same high quality as our scarves and gloves. We hope the samples will reach you in good time. If you have any questions please dont hesitate to contact us. We are looking forward to your order. Yours

41、sincerely Joe Smith, Marketing Manager Meili Garment Manufacturing Ltd.,Exercises,Listen to the following passage carefully and fill in the blanks according to what you hear.,Negotiation is the art of arriving at 1 on a subject to the satisfaction of the parties 2 . Negotiation can take place betwee

42、n two people or several people. Negotiations can also happen between different 3 . Business negotiations could involve purchases, sales, loans, contracts or anything regarding business. It is extremely important to 4 a strategy before starting any negotiation. And you should 5 this strategy during t

43、he negotiations.,Part 1,Part 2,Part 3,Part 4,Part 5,a compromise,_,involved,_,firms or companies,_,adhere to,_,formulate,_,Exercises,Part 1,Part 2,Part 3,Part 4,Part 5,Before trying to buy anything you should make a study of the product or service and 6 in the market. You should study the 7 of the p

44、roduct from different 8 . This will give you a very good 9 to negotiate its price. During the negotiation one should be very 10 and never 11 the real position or the maximum price at which he is prepared to buy the product. One should pose as if he is prepared to 12 if the price is not to his satisf

45、action.,sources,_,availability,_,its value,_,insight,_,confident,_,reveal,_,walkout,_,Exercises,You and your customer are in the office to negotiate the terms of the order. You want the customer to pay a 20% deposit immediately and the payment should be in dollars. While the customer wants a discoun

46、t for bulk purchase and an earlier delivery.,Part 1,Part 2,Part 3,Part 4,Part 5,Exercises,3. Interpret the following Chinese expressions and complete the dialogue.,A: Good morning. I am Martha Stone of Endless Fun Videos Shop. 1 (我们想订你们的家庭影碟机). B: Good morning, Ms Stone. I am Jessica Lee. 2 (你是从我们目录

47、上下订单吗)? A: Yes, I have the item numbers. The first item is 2389. Wed like 52 copies and 30 copies of Item 8673. 3 (这个数量可以要到批发价吗)? B: I am sorry, Ms. Stone. 4 (恐怕您要订够200张以上才有批发价).,Part 1,Part 2,Part 3,Part 4,Part 5,Are you ordering from our catalogue,_?,We wish to place an order of your home videos,_

48、.,Is it possible to have a wholesale price for this amount,_?,Im afraid we couldnt make it unless you buy more than 200 copies,_.,Exercises,3. Interpret the following Chinese expressions and complete the dialogue.,A: Oh, that would be rather expensive. Is there any discount? B: Err, let me see. 5 (如

49、果你购买编号2389超过60 张以上,可以享受10%的价格优惠). 6 (那么单价就变成$19了). A: Ok. So Ill order 60 copies of Item 2389 and 30 copies of Item 8673. 7 (你可以把我刚才所订的东西的发票传真过来吗)? B: No problem. Ill fax it to you by the end of the day. Thank for choosing GP Entertainment Company. See you. A: See you.,Part 1,Part 2,Part 3,Part 4,Pa

50、rt 5,There is a price reduction of 10% on Item 2389 if you buy over 60 copies,_ _.,That brings the net price to $19,_.,Can you fax over an invoice for the items I just ordered,_?,Exercises,4. Practical Writing.,Task 1: You work in the Marketing Department in Wal-mart (沃尔玛). Your manager asks you to

51、look for a new toilet rolls supplier for the super market. Write an enquiry letter about the details of the products price, payment terms and delivery.,Part 1,Part 2,Part 3,Part 4,Part 5,Task 2: According to Task 1, write a reply to the above enquiry. In your letter, you should include the informati

52、on of the products, price, payment terms and delivery.,Exercises,5. Reading Activity.,Most of us negotiate every day without realizing it. However when mentioning the word “negotiation” some people will get nervous. It frightens them. They imagine themselves at the car dealership and the hassles and

53、 pressure associated with making a deal with someone who is an expert negotiator. However, 99.9% of the time negotiation is simply working with someone to find a solution that benefits both parties equally. Whether youre negotiating with your two year old about bedtime or your biggest customer, the

54、principles are the same.,Part 1,Part 2,Part 3,Part 4,Part 5,The Seven Principles of Mastering the Art of Negotiation,Exercises,5. Reading Activity.,1. Creating a Win-Win situation. When you approach a negotiation with the right attitude, it takes the pressure off of both parties. What is the right a

55、ttitude? The desire for both parties to get what they want. To create a win-win situation. If one party is only in the process for themselves, a resolution will be difficult to come by.,Part 1,Part 2,Part 3,Part 4,Part 5,The Seven Principles of Mastering the Art of Negotiation,Exercises,5. Reading A

56、ctivity.,2. Listening skills. In order to know what the other party hopes to get from a negotiation, you have to listen. In fact, your ability to ask the right questions, and listen to the answers, is your No.1 most important negotiating skill. A skilled negotiator enters a negotiation with a questi

57、oning mindset. When you make it your No.1 mission to learn more about your customer, you are more likely to learn quality information, information that you can use to build a rapport and establish a collaborative environment. Look to learn what your customer needs, wants, what makes them successful, and how you can sell to them.,Part 1,Part 2,Part 3,Part 4,Part 5,The Seven Principles of Mastering the Art of Negotiati