| | |
| |
| 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 good. 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. 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. 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 further
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?
R: We could take a cut（降低）on the price. But 25% would slash our profit margin（毛利率）.We suggest a compromise――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 office anyway. I hope we can find some common ground（共同信念）on this. NEXT DAY
D: 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――but I'm try very hard to reach some middle ground（互相妥協(xié)）.
D: I understand. We propose a structured deal（階段式和約）. For the first six months, we get 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 something 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 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 details. 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 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 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)。
現(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: 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, 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 sign 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 for us.
K: I'll check the number later, but what do you propose?
R: Here's how you can demonstrate commitment to this deal. Make it ten years, increase the unit price, and provide technology transfer.
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 for ten years. But if your production 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 your orders?
K: If we are happy with your quality, we might increase our purchase to 100,000 a year, for a two-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)）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 year is fine, but we'd like some of our personnel on the team. K: Acceptable. 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：
K: If we transferred our technical and research expertise（技術(shù)與研究的專業(yè)知識）, what would stop you from making th esame product?
R: We'd be willing to sign a commitment. We'll put it in writing （書面保證）that we won't copycat（仿冒）the Sports Cast within five years after ending our contract.
K: Sounds 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 over some key personnel to help us purchase the equipment and train our technical people. How long do you anticipate 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 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 Bay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 onthe Medic-Disk were U.S.$ 100,000 last year, through our agent in Hong Kong.
R: Our research shows most of your sales, are made in the Taipei area. Your agent has only been 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 good 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 capabilities（分銷能力）do you have?
R: We have salespeople 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: Well, to begin with, we'd have to insist on sole agency in Taiwan. We believe we could spike（激增） sales by 30% to 40% in the first year. But certain conditions would have to be met.
M: What kinds of conditions?
R: We'd need your full technical and marketing support.
M: Could you explain what you mean by that?
R: We'd like you to give training to our technical staff; we'd also like you to pay a fee for after-sales service.
M: It's no problem with the training. As for service support, we usually pay a yearly fee, pegged to（根據(jù)）total sales.
R: Sounds OK, if we can come to terms（達(dá)成協(xié)定） on how much is fair. As for marketing support, we would like you to assume 50% of all costs.
M: We'd prefer 40%. Many customers learn about our products through international magazines, trade shows, and so on. We pick up the tab（付款）for that, but you get the sales in Taiwan.
R: We'll think about it, and talk more tomorrow.
M: Fine. We'd like you to tell us about your marketing plans.
|
|
| |
| |
|
收藏這篇文章
關(guān)閉窗口
