你来我往价格战 Buy and Sell1 X7 J: F* P: ?" G* U! m7 L8 C
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Robert能继续维持强硬的态度,尽量探出对方的底限。就在这七上八下的价格翘翘板上,双方是否能找到彼此的平衡点呢?请看下面分解:: {1 C- x% J3 X( q6 v( ^$ D. K
英文正文
) M2 M5 x/ q! A1 j4 `3 Y Robert: Even with volume sales, our costs for the Exec-U-Ciser won't go down much.; j c6 ~( F4 M+ v
Dan: Just what are you proposing?* ]. n$ j& z- [. Z. S
Robert: We could take a cut on the price. But 25% would slash our profit margin. We suggest a compromise - 10%.
! t. Y$ W* }, \/ v Dan: That's a big change from 25! 10 is beyond my negotiating limit. Any other ideas?( N# v& b7 n' e7 e. _. q9 A
Robert: I don't think I can change it right now. Why don't we talk again tomorrow?
% |7 Y5 f1 P6 C5 H4 w& {6 C Dan: Sure. I must talk to my office anyway. I hope we can find some common ground on this. (next day) Robert, I've been instructed to reject the numbers you proposed; but we can try to come up with something else./ ~9 X; I, U' F
Robert: I hope so, Dan. My instructions are to negotiate hard on this deal - but I'm trying very hard to reach some middle ground.
2 q' u& p+ U8 ?( V Dan: I understand. We propose a structured deal. For the first six months, we get a discount of 20%, and the next six months we get 15%.. N1 H9 _, t. y% z
Robert: Dan, I can't bring those numbers back to my office - they'll turn it down flat.; P& Z) o6 [/ d; x1 i8 |
Dan: Then you'll have to think of something better, Robert.) C- }0 p# C% g) G# l
中文翻译
2 e* m9 x) ]4 ^* I C8 V R: 即使是大量销售,我们的‘健你乐’生产成本仍然无法降低太多。% q8 S! J: F" j' }. v5 d. J0 V' R
D: 那你的建议是…?
. C4 N* Z1 p! W R: 敝公司可以降价。但是七五折会过度削低我们的毛利。我们建议双方各让一步-九折。4 c, j+ [, @& l( R! V
D: 那跟七五折差太多了!九折实在超出我的谈判限度。有其它方案吗?; l) I3 R7 }: l( D
R: 我现在没办法决定。这样吧,我们何不明天再谈?2 G9 [. K& P- U
D: 可以。反正我也得和公司方面讨论一下。希望我们能够达成共同协议。8 F: T! E8 f0 v6 H) {0 m8 E$ @
R: (次日)Robert,奉上头指示,我得否决你所提的折扣,但我们还是可以找出其它可行的办法。* N/ N) z# N+ |4 r" X: l$ {
D: 希望如此,Dan。上面指示我要强硬地谈这笔生意--但我一直想达成折衷的方案。
1 j$ r/ |8 S9 y" q4 x2 E" D. e R: 我了解。那么我们提议阶段式的协议。前半年先给我们八折,后半年,则打八五折。
, X* Q, L* B8 K8 T$ R! h( z D: 我没办法向公司报告这样的数字--他们一定会打回票的。8 M3 n+ c1 R7 ~( ^6 J' V6 ]
R: 那你就得想出更好的法子啰!
8 L+ ]# G3 u. ^1 D/ D% r2 j0 H 短语解说( C/ S6 ~# L- G, D: _+ P9 N3 M
take a cut 接受削减( j3 C4 J7 J7 S6 s5 j! s
"take"在此解释为‘接受、选择’,等于accept";cut"在此作名词,意思是‘削减、删除’,引申为‘杀价’。
* H( u6 M! ~) y+ V, g We need everyone to take a cut in his salary, or else the company will have to choose some people to let go. B1 e$ l2 }6 a/ j- m% G$ ~
我们需要大家接受减薪,否则公司只好解雇一些人了。/ M3 v9 S3 M7 ?8 N7 \3 V0 ]! I
profit margin 毛利* @; _# Y# w C+ k
"profit"是‘利润’;"margin"原义是‘边缘’;"profit margin"可指销售所得利润与价格之间的比例关系;亦可指售价减去成本或进价的数额。! O% p, i3 c. D8 o. M- O
The profit margin on fruit and vegetables is lower than last year.
* v. f# @% `4 R8 e. o1 B9 u, D7 K 今年蔬果的毛利率比去年低。
# \7 e5 H( V/ K% y# C/ ^ common ground 相同意见、兴趣
: t: J. A/ v; t6 ^ "common"为‘共同’;"ground"是‘场地;土地’。"common ground"原指古欧洲民族用来畜牧的公共用地,演变至今则引申为‘彼此都同意的事情’。
1 }# Y. D' [# I# u, b When it comes to income agreements, we're on common ground./ m: l; T- @# y8 z/ }+ c) i6 S$ l2 f
就收入方面的协议而言,我们持有相同的意见。7 R% e7 t) T Q, f
reach some middle ground 达成折衷;互相协调
8 p7 Y# v. y- p! C, x0 a4 s "reach",‘到达;抵’之意;"middle"为‘中间的’。"reach some middle ground"原指两方交战,遥遥相望,唯待双方抵达中央交会处,才能进行协商,引申为‘折衷协调’。
* P2 g6 p' d( k% x* |3 y Your demand is too high, but if we can reach some middle ground we might have a deal.; S4 r4 j- B7 ^8 a$ o" U1 E
你的要求太高了,不过,如果我们能达成折衷,或许可以成交。
; ` O* X( a; B structured deal 阶段式的协议合约- w) Z& I T9 C# y6 Z& Z
所谓"structured deal"是指合约预定几个阶段,价格或订货条件会因阶段而变动;与"simple deal"--‘单一合同’不同,因"simple deal"可能只规定一种价格。( @, M, s6 F7 o) u# `* B
We offered the agent a structured deal to make it easier for him to agree.: m' |1 ^1 X( O8 E: d3 b% K2 s5 T
我们向经销商提议阶段式的合约,好让他能欣然同意。
' c- }9 y% |' T) B turn (something / someone) down flat 断然拒绝5 {0 s* |- ~# m6 w% }
"turn down" 这个动词词组有‘拒绝’的意思;"flat" 在这里是副词,为‘绝对地、断然地’之意,是加重语气的字。
r" {2 b% x& L" Y When he asked us to pay cash, we turned him down flat.
$ _( }2 h1 [ T6 ~9 P: I$ i: d 当他要我们付现金时,我们就直截了当地拒绝。 R4 A& u& @! Y* s' i
句型总结
+ P+ m$ z; Q; V; l y/ d ● 巧妙否决
8 h1 J# m. H6 N4 w j9 p% Y 1. We suggest a compromise -- 10%.
7 U) R$ s- z2 k1 J V. p/ b 2. We propose an alternative -- 10%.
, \ z2 |, G. ?* X* r! v* W" y 3. We have another possibility -- 10%.( f1 t" h2 H7 j; E) ^2 s( }1 a: C6 T
4. We suggest another approach -- 10%.4 P4 Z; \" m1 }3 C* g8 R
谈判进行中,如果有意修改对方的提案,可技巧地使用:"we suggest a (compromise)..."‘我们建议一项(折衷)…’! ~ X$ C7 R V/ w9 P
使用这句话的好处是避免当面斩钉截铁地拒绝对方,而且还可提出另一个提议来试探对方;因此这个句型不但有降低现场火药味的作用,也可藉此表达新的意见,十分有利于双方进行磋商。它的语言技巧即在表达‘否定’时没有用到‘不’这样的字眼。( D1 G9 ~+ Y1 v9 P! ^
● 超出限度% V w3 @ d0 j
1. 10 is beyond my negotiating limit.
5 e6 z, e+ j( G! N4 R- J( W. r 2. 10 is outside where I can go.
2 [ a) n: }) r5 Z 3. 10 is beyond the limits of what I can discuss.
) s, [+ e/ C( W1 e- Z 4. 10 is not acceptable to me.
8 {2 q/ {# b/ {) L; A9 c1 G% I1 o "...is beyond my negotiating limit."‘…超出我的谈判限度’。
0 r4 @" o3 w4 @" b6 Z: ?0 L* D 此句型的主词就是对方所提的条件。这句话明白告知对方,其提案超出己方设有的底限或自己的权限,若一味强求,可能造成谈判破裂。这种表达否决意味的句子,语气坚定却不失礼貌。9 V' L- }4 R4 C0 ]6 V; E* C
● 上级指示* M- @; r0 N: i" F; h, w4 @
1. My instructions are to negotiate hard on this deal.
+ v6 Z9 n6 h3 _5 J" @7 G. m% K 2. I've been instructed to negotiate hard on this deal.& e _* s- R, I
3. I've been told to negotiate hard on this deal.
7 p9 }2 D, z5 t# S9 U 4. I'm obliged to negotiate hard on this deal.
! R; }1 p3 B r ]5 {4 u7 R) } 对话中,有两个表示自己乃衔命而来的句型,第一个是Dan说的:"I've been instructed to..."。另一个是Robert说的:"My instructions are to..."。
: a! y3 _7 S- A" D& c 这两个句型均适用于正式场合,语气直截了当;一来传递上级的指示,二来划定谈判的界限。不仅请对方谅解自己权力有限的难处,并且抬出背后上司作护身符,借此保护自己不致成为对方攻击的箭靶。
+ j8 t+ @* i1 j% s" h* E ?% _3 d! ] 特别提示 ]6 ~" L% a X \0 V/ K
Robert对于Dan的谈判。时而动之以情,时而晓之以理。这一切的虚虚实实,无非是希望能与对方达成折衷方案、完成交易。以下两则谈判技巧供需要注意:
" r5 |4 I! s' y) K- { A. 如何利用‘人称代名词’博取对方的好感# z3 A: D) |6 O
传递消息时,不要忘了随着消息的好坏,改变人称的使用。说坏消息时,利用"we"或"our"表示站在公司立场,或暗示这是公司的决定,而非个人意思。例如文中Robert说:"Our costs... Won't go down..."及"...would slash our profit margin."。再不然就抬出一个不在场的上司,表示奉命如此,请对方见谅自己的不得已。在说好消息或答应条件时,则尽量使用"I"或"my",以拉近彼此距离,加强对方的好感,利于日后关系的发展。- `9 `! t3 f2 r" B9 X) j3 \
B. 如何推测对方已到谈判的底限4 q$ r8 d7 ^1 u& L; [% a
尽管双方在谈判的过程中,会不时地嚷嚷‘这已经是价格的底限了’,其实通常都只是做做样子而已。经验之谈是当对方逐渐降低要求幅度时,就是快到价格底限的征兆了。请注意对方要求的幅度,当其逐渐降低到你心目中理想价格的边缘时,则离底限虽不中亦不远矣! |