商務(wù)談判八大實(shí)例

1、商務(wù)談判實(shí)例 （一）Dan Smith 是一位美國的健身用品經(jīng)銷商，此次是 Robert Liu 第一回與他交手。就在短 短幾分鐘的交談中， Robert Liu 既感到這位大漢粗獷的外表，藏有狡兔的心思？他肯定是 沙場老將，自己絕不可掉以輕心。雙方第一回過招如下：D: I'd like to get the ball rolling （開始） by talking about prices.R: Shoot. （洗耳恭聽） 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 莞爾 ） 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 （大筆交易）？ that will slash your costs （大量減低成本）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 （銷磬） 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.商務(wù)談判實(shí)例 （二）Robert 回公司呈報(bào) Dan 的提案后，老板很滿意對方的采購計(jì)劃 ;但在折扣方面則希望 Robert 能繼續(xù)維持強(qiáng)硬的態(tài)度，盡量探出對方的底線。就在這七上七八的價(jià)格翹翹板上， 雙方是否能找到彼此地平衡點(diǎn)呢？請看下面分解 :R: Even with volume sales, our coats for the Exec-U-Ciser won't go down much.D: Just what are you proposing?計(jì)劃 , 建議 , 向. 提議 , 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 妥協(xié) , 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 （互相妥協(xié)）

8、 .？ but I'm try veryD: I understand. We propose a structured deal（階段式和約） . 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.商務(wù)談判實(shí)例 （三）Dan 上回提議前半年給他們二成折扣，后半年再降為一成半，經(jīng) Robert 推翻后， Dan 再三表示讓步有限。您知道 Robert 在這折扣縫隙中游走，如何才能摸出雙方都同意的數(shù)字 呢？他從錦囊里又掏出什么妙計(jì)了呢？請看下面分解：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 （解決） the remaining d

11、etails. When do you want to take delivery （取貨） ?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 （賺大錢） for both sides. Let's hope it's the beginning of

13、a long and prosperous relationship.商務(wù)談判實(shí)例 （四）今天 Robert 的辦公室出現(xiàn)了一個(gè)生面孔？ Kevin Hughes ，此人代表美國一家運(yùn)動(dòng)產(chǎn) 品公司，專程來臺灣尋找加工。接洽的加工產(chǎn)品市運(yùn)動(dòng)型 “磁質(zhì)石膏護(hù)墊 ”，受傷的運(yùn)動(dòng)員包 上這種產(chǎn)品上場比賽，即可保護(hù)受傷部位，且不妨礙活動(dòng)?，F(xiàn)在， 我們就來看看兩人的會(huì)議 現(xiàn)況：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（投資于 ）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 擔(dān)子 , 負(fù)擔(dān) for us.K: I'll check the number later, but what do you propose?R: Here's how you can demonstrate commitment委托事項(xiàng) , 許

17、諾 , 承擔(dān)義務(wù) to this deal.Make it ten years, increase the unit price, and provide technology transfer技術(shù)轉(zhuǎn)移 .商務(wù)談判實(shí)例 （五）Robert 在前面的談判最后提出簽約十年的要求， Kevin 會(huì)不會(huì)答應(yīng)呢？如果答案是否決 的話， Robert 又有何打算？他一心為公司的利益打算，極力爭取技術(shù)轉(zhuǎn)移地協(xié)定，而對方 會(huì)甘心出讓此項(xiàng)比金錢更珍貴的資產(chǎn)嗎？請看以下分解：K: We can't sign any commitment委托事項(xiàng) , 許諾 , 承擔(dān)義務(wù) 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 （冒險(xiǎn)）

20、 for just two year's sales, I'm sorry, but you're not in our ballpark （接受的范圍） .K: What would it take to keep Pacer interested?R: A three-year guarantee, not two. And a qualilty inspection（質(zhì)量檢查）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 （資本支出） for the production process, so we'd like to set up a technology transfer agreement, to help us get off the ground（取得初步進(jìn)步）商務(wù)談判實(shí)例 （六）行至此處， 談判都還算是在和諧的氣氛下進(jìn)行， 雙方各自尋求獲利的方案。 但針對技術(shù) 轉(zhuǎn)移這一項(xiàng)， Robert 所提的保證和要求能否消弭 Kevin 心中的顧慮，而今此談判終露曙光 呢？以下對話即為您揭曉

22、：K: If we transferred our technical and research expertise（技術(shù)與研究的專業(yè)知識） , whatwould stop you from making the same product?R: We'd be willing to sign a commitment. We'll put it in writing（書面保證） 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預(yù)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 （一批的生產(chǎn)） 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 （處理突發(fā)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.商務(wù)談判實(shí)例 （七）Botany Ba

26、y 是家生產(chǎn)高科技醫(yī)療用品的公司。 其產(chǎn)品 “病例磁盤 ”可儲存?zhèn)€人病例； 資料 取用方便，真是達(dá)到 “一盤在手，妙用無窮 ”的目的。此產(chǎn)品可廣泛使用于醫(yī)院、養(yǎng)老院、學(xué) 校等。 因此 Pacer 有意爭取該產(chǎn)品軟硬件設(shè)備的代理權(quán)。 以下就是 Robert 與 Botany Bay 的 代表， Mark Davis ，首度會(huì)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 （把作為目標(biāo)市場）.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，分發(fā)，配給 capabilities （分銷能力） 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 （未開發(fā)的市場潛力） , Mr. Davis.商務(wù)談判實(shí)例 （八）Robert 說明 Pacer 在行銷與技術(shù)上的基礎(chǔ)后，終于取信了 Mark, 也為此談判邁開成功 的第一步。在談判傭金魚合約期限這類議題之前， Robert 想先確定一些條件，包括獨(dú)家代 理權(quán)與 Botany Bay 所能提供的協(xié)助。你知道 Robert 運(yùn)用了哪些技巧，才不會(huì)讓 Mark 以此 作條件來威脅 Pacer 讓步？我們看看 Robert 怎么說：M: Mr. Liu, what kinds of sales do you think you could get?R: Wel