Dan Smith是一位美国的健身用品经销商,此次是Robert Liu第一回与他交手。就在短短几分钟的交谈中,Robert Liu既感到这位大汉粗犷的外表,藏有狡兔的心思――他肯定是沙场老将,自己绝不可掉以轻心。双方第一回过招如下: D: I d like to get the ball rolling(开始)by talking about prices.
R: Shoot.(洗耳恭听)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莞尔) 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(大笔交易)――that will slash your costs(大量减低成本)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(销磬)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.
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,尽量探出对方的底线。就在这七上七八的价格翘翘板上,双方是否能找到彼此地平衡点呢?请看下面分解: 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(互相妥协).
D: I understand. We propose a structured deal(阶段式和约). 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.