經典商務談判實例8則

商務談判實例(一)
Dan Smith是一位美國的健身用品經銷商，此次是Robert Liu第一回與他交手。就在短短幾分鐘的交談中，Robert Liu既感到這位大漢粗獷的外表，藏有狡兔的心思――他肯定是沙場老將，自己絕不可掉以輕心。雙方第一回過招如下： D: I’d like to get the ball rolling（開始）by talking about prices. R: Shoot.（洗耳恭聽）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莞爾) 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（大筆交易）――that will slash your costs（大量減低成本）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（銷磬）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

商務談判實例(二)
Robert回公司呈報Dan的提案後，老闆很滿意對方的採購計畫;但在折扣方面則希望Robert能繼續維持強硬的態度，儘量探出對方的底線。就在這七上七八的價格翹翹板上，雙方是否能找到彼此地平衡點呢？請看下麵分解: 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. Imust 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（互相妥協）. D: I understand. We propose a structured deal（階段式和約）. 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.

商務談判實例(三)
Dan 上回提議前半年給他們二成折扣，後半年再降為一成半，經Robert推翻後，Dan再三表示讓步有限。您知道Robert在這折扣縫隙中游走，如何才能摸出雙方都同意的數字呢？他從錦囊裏又掏出什麼妙計了呢？請看下麵分解： R: How about 15% the first six months, and the second six months at 12%, with a guarantee of 3000 units? D: That’s a lot to sell, with very low profit margins. R: It’s about the best we can do, Dan. (pause) We need to hammer something out （敲定）today. If I go back empty-handed, I may be coming back to you soon to ask for a job. (smiles) D: (smiles) O.K., 17% the first six months, 14% for the second?! R: Good. Let’s iron out（解決）the remaining details. When do you want to take delivery（取貨）? D: We’d like you to execute the first order by the 31st. R: Let me run through this again: the first shipment for 1500 units, to be delivered in 27 days, by the 31st. D: Right. We couldn’t handle much larger shipments. R: Fine. But I’d prefer the first shipment to be 1000 units, the next 2000. The 31st is quite soon ---- I can’t guarantee 1500. D: I can agree to that. Well, if there’s nothing else, I think we’ve settled everything. R: Dan, this deal promises big returns（賺大錢）for both sides. Let’s hope it’s the beginning of a long and prosperous relationship.


商務談判實例(四)
今天Robert的辦公室出現了一個生面孔――Kevin Hughes，此人代表美國一家運動產品公司，專程來臺灣尋找加工。接洽的加工產品市運動型“磁質石膏護墊”，受傷的運動員包上這種產品上場比賽，即可保護受傷部位，且不妨礙活動。現在，我們就來看看兩人的會議現況： R: We found your proposal quite interesting, Mr. Hughes. We’d like to weigh the pros and cons（衡量得失）with you. K: Mr. Robert Liu, we’ve looked all over Asia for a manufacturer; your company is one of the most suitable. R: If we can settle a number of basic questions, I’m confident in saying that we are the most suitable for your needs. K: I hope so. And what might be the basic questions you have? R: First, do you intend to take a position in（投資於……） our company? K: No, we don’t, Mr. Liu. This is just OEM. R: I see. Then, the most important thing is the size of your orders. We’ll have to invest a great deal of money in the new production process. K: If you can guarantee continuing quality, we can sign a commitment for 75,000 pieces a year, for five years. R: At U.S. $1000 a piece, we’ll make an average return of just 4%. That’s too great a financial burden for us. K: I’ll check the number later, but what do you propose? R: Here’s how you can demonstrate commitment to this deal. Make it ten years, increase the unit price, and provide technology transfer.

商務談判實例(五)
Robert在前面的談判最後提出簽約十年的要求，Kevin會不會答應呢？如果答案是否決的話，Robert又有何打算？他一心為公司的利益打算，極力爭取技術轉移地協定，而對方會甘心出讓此項比金錢更珍貴的資產嗎？請看以下分解： K: We can’t sign any commitment for ten years. But if your production quality is good after the first year, we could extend the contract and increase our yearly purchase. R: That sounds reasonable. But could you shed some light on（透露）the size of your orders? K: If we are happy with your quality, we might increase our purchase to 100,000 a year, for a two-year period. R: Excuse me, Mr. Hughes, but it seems to me we’re giving up too much in this case. We’d be giving up the five-year guarantee for increased yearly sales. K: Mr. Liu, you’ve got to give up something to get something. R: If you’re asking us to take such a large gamble（冒險）for just two year’s sales, I’m sorry, but you’re not in our ballpark（接受的範圍）. K: What would it take to keep Pacer interested? R: A three-year guarantee, not two. And a qualilty inspection（品質檢查）tour after one year is fine, but we’d like some of our personnel on the team. K: Acceptable. Anything else? R: We’d be making huge capital outlay（資本支出）for the production process, so we’d like to set up a technology transfer agreement, to help us get off the ground（取得初步進步）.

商務談判實例(六)
行至此處，談判都還算是在和諧的氣氛下進行，雙方各自尋求獲利的方案。但針對技術轉移這一項，Robert所提的保證和要求能否消弭Kevin心中的顧慮，而今此談判終露曙光呢？以下對話即為您揭曉： K: If we transferred our technical and research expertise（技術與研究的專業知識）, what would stop you from making th esame product? R: We’d be willing to sign a commitment. We’ll put it in writing （書面保證）that we won’t copycat（仿冒）the Sports Cast within five years after ending our contract. K: Sounds O.K., if it’s for any "similar" product. That would give us better protection. But we’d have to interest on a ten year limit. R: Fine. We have no intention of becoming your competitor. K: Great. Then let’s settle the details of the transfer agreement. R: We’ll need you to send over some key personnel to help us purchase the equipment and train our technical people. How long do you anticipate that will take? K: A week to put the team together, three weeks to train your people. If so, when do you estimate starting production? R: Our first production run（一批的生產）should be one week after our team finishes its training. But I’d like your team to stay a full week after that, to handle any kitches that pop up（處理突發的事件）. K: Can do. Everything seems to be set, Robert. I’ll bring in a sample contract tomorrow. If you like, we can sign it then.

商務談判實例(七)
Botany Bay是家生產高科技醫療用品的公司。其產品“病例磁片”可儲存個人病例；資料取用方便，真是達到“一盤在手，妙用無窮”的目的。此產品可廣泛使用於醫院、養老院、學校等。因此Pacer有意爭取該產品軟硬體設備的代理權。以下就是Robert與Botany Bay的代表，Mark Davis，首度會面的情形： M: Mr. Liu, total sales onthe Medic-Disk were U.S.$ 100,000 last year, through our agent in Hong Kong. R: Our research shows most of your sales, are made in the Taipei area. Your agent has only been able to target the Taipei market（把……作為目標市場）. M: True, but we are happy with the sales. It’s a new product. How could you do better? R: We’re already well-established in the medical products business. The Medic-Disk would be a good addition to our product range. M: Can you tell me what your sales have been like in past years? R: In the past three years, our unit sales have gone up by 350 percent; profits have gone up almost 400 percent. M: What kind of distribution capabilities（分銷能力）do you have? R: We have salespeople in four major areas around the island, selling directly to customers. M: What about your sales? R: In terms of unit sales, 55 percent are still from the Taipei area. The rest comes from the Kaohsiung, Taichung, and Tainan areas. That’s a great deal of untapped market potential（未開發的市場潛力）, Mr. Davis

商務談判實例(八)
Robert說明Pacer在行銷與技術上的基礎後，終於取信了Mark, 也為此談判邁開成功的第一步。在談判傭金魚合約期限這類議題之前，Robert想先確定一些條件，包括獨家代理權與Botany Bay所能提供的協助。你知道Robert運用了哪些技巧，才不會讓Mark以此作條件來威脅Pacer讓步？我們看看Robert怎麼說： M: Mr. Liu, what kinds of sales do you think you could get? R: Well, to begin with, we’d have to insist on sole agency in Taiwan. We believe we could spike（激增） sales by 30% to 40% in the first year. But certain conditions would have to be met. M: What kinds of conditions? R: We’d need your full technical and marketing support. M: Could you explain what you mean by that? R: We’d like you to give training to our technical staff; we’d also like you to pay a fee for after-sales service. M: It’s no problem with the training. As for service support, we usually pay a yearly fee, pegged to（根據）total sales. R: Sounds OK, if we can come to terms（達成協定） on how much is fair. As for marketing support, we would like you to assume 50% of all costs. M: We’d prefer 40%. Many customers learn about our products through international magazines, trade shows, and so on. We pick up the tab（付款）for that, but you get the sales in Taiwan. R: We’ll think about it, and talk more tomorrow. M: Fine. We’d like you to tell us about your marketing plans.