实用商务英语27：你来我往价格战

你来我往价格战 Buy and Sell

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英文正文

Robert: Even with volume sales, our costs for the Exec-U-Ciser won't go down much.

Dan: Just what are you proposing?

Robert:We could take a cut on the price.But 25% would slash our profit margin. We suggest a compromise - 10%.

Dan: That's a big change from 25! 10 is beyond my negotiating limit. Any other ideas?

Robert: I don't think I can change it right now. Why don't we talk again tomorrow?

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.

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.

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%.

Robert: Dan, I can't bring those numbers back to my office - they'll turn it down flat.

Dan: Then you'll have to think of something better, Robert.

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句型总结

● 巧妙否决
1. We suggest a compromise -- 10%.
2. We propose an alternative -- 10%.
3. We have another possibility -- 10%.
4. We suggest another approach -- 10%.

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）...'
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。

● 超出限度
1. 10 is beyond my negotiating limit.
2. 10 is outside where I can go.
3. 10 is beyond the limits of what I can discuss.
4. 10 is not acceptable to me.

"...is beyond my negotiating limit."‘...超出我的谈判限度'。
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。

● 上级指示
1. My instructions are to negotiate hard on this deal.
2. I've been instructed to negotiate hard on this deal.
3. I've been told to negotiate hard on this deal.
4. I'm obliged to negotiate hard on this deal.

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..."。
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。

特别提示

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：

A. 如何利用‘人称代名词'博取对方的好感

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。

B. 如何推测对方已到谈判的底限

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！

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