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在外贸谈判中, 营造一个热情、友好、坦诚、大方的气氛是十分重要的。商人在谈判中常说:“We do business on the basis of equality and mutual benefit. ”(我们是在平等互利的基础上做生意)。所以,谈判双方均不可以盛气凌人之势, 强迫对方接受自己的条件, 反而应该尽力创造出和谐、认真的谈判气氛。这里旨在从卖方或供应商( seller supplier )
和买方或客户( buyer client ) 两方面, 谈谈商务英语价格谈判的一些基本技巧。
(一)卖方或供应商的价格谈判技巧
1.在谈判中强调, 虽然我方产品的价格略高于同行同类产品, 但我们注重产品的质量、技术和在本市场或国际市场上的声望, 让对方觉得买我们的产品价格虽高, 但很值得。
例(1): It’s the quality that really counts. Our driller steel is far superior to that used by the Japanese. What’s more, our design and technology are completely up-to-date. You’ll be assured of efficient service for years to come.
2.诚恳地向对方解释, 因为原材料价格上涨, 成本高, 所以我方难以承受大的降价。如果我们分析问题合情合理, 情况解释合乎逻辑, 对方会接纳和理解这一事实。
例(2): We can hardly bear the reduction because the raw material has advanced by5% during the last few months. Accordingly, the cost of our production has risen a great deal. So this p rice is what we can get.
3.强调我们的价格符合市场要求和水平, 是合情合理的, 所以不考虑降价。或者要求对方增大定单, 方可考虑quantity discount (数量上的折扣)。
例(3): Well, for” Hero 330”we are quoting US$6. 50 per dozen CIF Alexandria.Our price has always been reasonable because it comes in line with the prevailing market level.
4.在我方产品的价格或许稍高于同行同类产品, 又不准备降价的情况下, 我方可用quicker delivery time ( 快速交货) 和convenient after-sales service( 便捷的售后服务) 作为“诱饵”(当然, 要实事求是, 不可欺骗), 让对方觉得买了你的产品既方便又有保障。
例(4)：Well, it depends on the quantity you order. For orders over US$20, 000 we offer a 10% discount on first orders credited on repeat order. How much was your last order for……?
5.从长远利益出发或为了促进和巩固彼此的贸易, 本着友情, 同意降价。
例(5): I’m afraid there is little scope for reducing the price. But we provide quick delivery time and convenient after-sales service. For example, Board chair 03, for the quantity of 6 to 10 pieces, the normal delivery time is 5 days, but now the special delivery time is only one day, Note286 CX, for the quantity of 5 pieces, the normal time is 4 days, but now 2 days will do. And we have several service centers, offering you around-the-clock service.
6.直截了当地拒绝对方的还盘。但这种表达, 态度比较生硬, 火药味较浓。从另一角度看, 如果这一策略运用得当, 可以加快谈判速度, 但要小心行事。最好不要直接说: “ No, I can’t accept it. ”而应尽量婉转地用Well, …, Actually,或I’m afraid, … 等开头, 从而给对方稍留余地, 以免让对方感到难堪。
例(6): To be frank with you, there are many other customers who have approached us with some higher prices. If it were not for our good relationship, we’ll hardly bewilling to make you a firm offer at this price.
例(7): Personally, this is our rock-bottom price, Mr. Mcardell. I’m afraid it seems that we can't make any further concession.
例(8): 5 percent reduction is absolutely out of the question. Now, Mr. Li, to help you sell our product, we’ll make an exception - - give you a special discount of 2percent. That’s the best we can do.
(二)客户或买方的价格谈判技巧
1.以商量的口气, 提出自己的想法、观点和意见, 以博得对方的“同情”和理解。
例(9): I’m interested in your lead crystal glass ware. But as we are just taking up the line, I’m afraid we can’t do much right now. Could we have 3000 gross for astart? If the sales go well, big business is sure to follow. I hope you could offer usyour most favorable price, though the quantity we are ordering is by no means an attractive one.
2.利用攻心术, 讨好对方。卖方顿感“心头一热”考虑降价。
例(10): Yours is an international renowned company, and your products always enjoy its reputation. We, too, don’t hope that you ship the instrument on display back to your homeland. The reduction of 27% of our counter offer is already not that big,and in fact it is only less than 10% compared with your offer. So I hope that you put all things together and give it a further consideration.
3.用市场经济不景气或国际国内经济发展缓慢情况为理由, 要求对方考虑降价。
例(11): Business is rather slow nowadays. Few buyers have been in the market recently, besides, you certainly realize that lower prices are an effective marketing tool in the short or the long term.
4.坚持对方开价太高, 与国际或国内市场行情不相符, 所以我方难以接受。
例(12): As the matter stands now, your quotation is over the current price in the international market, and also beyond our ability of payment. In this way, we’ll, as we think, have to consider offers from other sources. Honestly speaking, if you can reduce your p rice by 25%, which will be considered agreeable to the level of the international market.
5.在双方就价格问题咬住不放的情况下, 建议卖方用折中的办法, 彼此做出让步。
例(13): That’s the first step .With one more, w e could strike a deal. To make things simpler, let’s split the difference and meet half way. You must leave us some margin to cover the advertising expenses.
6.如果彼此对价格都不肯放松, 又不愿折中, 买方只好提出“到别处购买”以此“威胁”卖方。
例(14): But the gap between us is still too wide. I’d suggest another 10%.(Seller: Oh, I’m afraid that won’t do. W e simply can’t stand such a big cut.) If that’s the case, I’m afraid we’ll have to go elsewhere.
7.利用矛盾竞争。在讨价还价过程中, 利用不同的谈判对手或同行间的竞争, 或用甲制乙, 或借甲攻乙, 促使对方妥协让步。
例(15): At present, the products from Philip’s are attractive to us, but we arealso very much interested in the National’s. We hope that you can offer your competitive price.
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