在外貿談判中, 營造一個熱情、友好、坦誠、大方的氣氛是十分重要的。商人在談判中常說:“We do business on the basis of equality and mutual benefit. ”(我們是在平等互利的基礎上做生意)。所以,談判雙方均不可以盛氣凌人之勢, 強迫對方接受自己的條件, 反而應該盡力創造出和諧、認真的談判氣氛。這里旨在從賣方或供應商( seller supplier )

    和買方或客戶( buyer client ) 兩方面, 談談商務英語價格談判的一些基本技巧。

    (一)賣方或供應商的價格談判技巧

    1.在談判中強調, 雖然我方產品的價格略高于同行同類產品, 但我們注重產品的質量、技術和在本市場或國際市場上的聲望, 讓對方覺得買我們的產品價格雖高, 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.誠懇地向對方解釋, 因為原材料價格上漲, 成本高, 所以我方難以承受大的降價。如果我們分析問題合情合理, 情況解釋合乎邏輯, 對方會接納和理解這一事實。

    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.強調我們的價格符合市場要求和水平, 是合情合理的, 所以不考慮降價。或者要求對方增大定單, 方可考慮quantity discount (數量上的折扣)。

    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.在我方產品的價格或許稍高于同行同類產品, 又不準備降價的情況下, 我方可用quicker delivery time ( 快速交貨) 和convenient after-sales service( 便捷的售后服務) 作為“誘餌”(當然, 要實事求是, 不可欺騙), 讓對方覺得買了你的產品既方便又有保障。

    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.從長遠利益出發或為了促進和鞏固彼此的貿易, 本著友情, 同意降價。

    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.直截了當地拒絕對方的還盤。但這種表達, 態度比較生硬, 火藥味較濃。從另一角度看, 如果這一策略運用得當, 可以加快談判速度, 但要小心行事。最好不要直接說: “ No, I can’t accept it. ”而應盡量婉轉地用Well, …, Actually,或I’m afraid, … 等開頭, 從而給對方稍留余地, 以免讓對方感到難堪。

    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)客戶或買方的價格談判技巧

    1.以商量的口氣, 提出自己的想法、觀點和意見, 以博得對方的“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.利用攻心術, 討好對方。賣方頓感“心頭一熱”考慮降價。

    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.用市場經濟不景氣或國際國內經濟發展緩慢情況為理由, 要求對方考慮降價。

    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.堅持對方開價太高, 與國際或國內市場行情不相符, 所以我方難以接受。

    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.在雙方就價格問題咬住不放的情況下, 建議賣方用折中的辦法, 彼此做出讓步。

    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.如果彼此對價格都不肯放松, 又不愿折中, 買方只好提出“到別處購買”以此“威脅”賣方。

    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.利用矛盾競爭。在討價還價過程中, 利用不同的談判對手或同行間的競爭, 或用甲制乙, 或借甲攻乙, 促使對方妥協讓步。

    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.