商务谈判实例

　　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.