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1、.2 商务谈判例谈 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: Id like to get the ball rolling（开始）by talking about prices. R: Shoot.（洗耳恭听）Id be happy to answer any questions you may have.D: Your products are very good. But Im
2、 a little worried about the prices youre asking.R: You think we about be asking for more(laughs)D: (chuckles莞尔) 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 pr
3、ofit with those numbers.D: Please, Robert, call me Dan. (pause) Well, if we promise future businessvolume sales（大笔交易）that will slash your costs（大量减低成本）for making the Exec-U-ciser, rightR: Yes, but its hard to see how you can place such large orders. How could you turn over（销磬）so many (pause) Wed nee
4、d 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 guaranteeR: If you can guarantee that on paper, I think we can discuss this further. 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Robe
5、rt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 wont go down much.D: Just what are you proposingR: We could take a cut（降低）on the price. But 25% would slash our profit margin（毛利率）.We suggest a promise10%.D: Thats a big change from
6、 25! 10 is beyond my negotiating limit. (pause) Any other ideasR: I dont think I can change it right now. Why dont we talk again tomorrowD: Sure. I must talk to my office anyway. I hope we can find some mon ground（共同信念）on this.NEXT DAYD: Robert, Ive been instructed to reject the numbers you proposed
7、; but we can try to e up with some thing else.R: I hope so, Dan. My instructions are to negotiate hard on this dealbut Im try very hard to reach some middle ground（互相妥协）.D: I understand. We propose a structured deal（阶段式和约）. For the first six months, we get a discount of 20%, and the next six months
8、we 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. 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 m
9、onths, and the second six months at 12%, with a guarantee of 3000 unitsD: 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 may be ing back to you soon to ask for a job. (smiles)D: (
10、smiles) O.K., 17% the first six months, 14% for the second!R: Good. Lets iron out（解决）the remaining details. When do you want to take delivery（取货）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 in 27 days, by
11、the 31st.D: Right. We couldnt handle much larger shipments. R: Fine. But Id prefer the first shipment to be 1000 units, the next 2000. The 31st is quite soon - 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 r
12、eturns（赚大钱）for both sides. Lets hope its the beginning of 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XX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. Wed like to
13、 weigh the pros and cons（衡量得失）with you.K: Mr. Robert Liu, weve looked all over Asia for a manufacturer; your pany is one of the most suitable.R: If we can settle a number of basic questions, Im confident in saying that we are the most suitable for your needs.K: I hope so. And what might be the basic
14、 questions you haveR: First, do you intend to take a position in（投资于）our panyK: 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 a great deal of money in the new production process.K: If you can guarantee continuing quali
15、ty, we can sign a mitment 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 a financial burden for us.K: Ill check the number later, but what do you proposeR: Heres how you can demonstrate mitment to this deal. Make it ten years, increase the unit price, and provide technology transfer. 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 cant sign any mitment for ten years. But if your production quality is good
