學(xué)生作文 媽媽的辭職書
商務(wù)英語(yǔ)談判技巧 論文(一)
國(guó)際談判是一種為了達(dá)成協(xié)議或?qū)ふ医鉀Q問(wèn)題的辦法而與他人交談、討論、闡述乃至質(zhì)疑的過(guò)程。
在國(guó)際貿(mào)易中，價(jià)格談判最為敏感、最為復(fù)雜、也最需要一定的技巧。往往是在一種Bargaining (討價(jià)還價(jià))的過(guò)程中，雙方談判人的許多素質(zhì)得以磨練和體現(xiàn)，如反應(yīng)是否敏捷;能否用禮貌得全的語(yǔ)言交談;是咄咄逼人，還是以理服人;能否做到恰如其分的反駁，但又不傷害對(duì)方;能否抓住機(jī)會(huì)“吹捧”自己的產(chǎn)品，但又不至于使對(duì)方反感等等。眾所周知，同樣的談判，在不同的語(yǔ)言環(huán)境下，會(huì)產(chǎn)生不同的結(jié)果：如談判雙方均持平等競(jìng)爭(zhēng)的態(tài)度，用恰當(dāng)?shù)皿w、友好平和的語(yǔ)言來(lái)談判，那么客戶之間的關(guān)系會(huì)拉得更近，雙方都得利，業(yè)務(wù)越做越大;反之，如談判雙方一開始就處在敵對(duì)的狀態(tài)下，且采用生硬、刺耳的語(yǔ)言，唇槍舌劍般地進(jìn)行，輕者失去這筆生意，重者失去新老顧客，業(yè)務(wù)銳減。
在外貿(mào)談判中，營(yíng)造一個(gè)熱情、友好、坦誠(chéng)、大方的氣氛是十分重要的。商人在談判中常說(shuō)：“Wedo business on the basis of equality and mutual benefit.”(我們是在平等互利的基礎(chǔ)上做生意)。所以，談判雙方均不可以盛氣凌人之勢(shì)，強(qiáng)迫對(duì)方接受自己的條件，反而應(yīng)該盡力創(chuàng)造出和諧、認(rèn)真的談判氣氛。本文旨在從賣方或供應(yīng)商(seller/supplier)和買方或客戶(buyer/client)兩方面，談?wù)勆虅?wù)英語(yǔ)價(jià)格談判的一些基本技巧。
一、賣方或供應(yīng)商的價(jià)格談判技巧
1、在談判中強(qiáng)調(diào)，雖然我方產(chǎn)品的價(jià)格略高于同行同類產(chǎn)品，但我們注重產(chǎn)品的質(zhì)量、技術(shù)和在本市場(chǎng)或國(guó)際市場(chǎng)上的聲望，讓對(duì)方覺(jué)得買我們的產(chǎn)品價(jià)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 Japa-nese.businessenglish/What′s more，our design and technology are completely up-to-date.You′ll be assured of efficientservice for years to come.
2、誠(chéng)懇地向?qū)Ψ浇忉專驗(yàn)樵牧蟽r(jià)格上漲，成本高，所以我方難以承受大的降價(jià)。如果我們分析問(wèn)題合情合理，情況解釋合乎邏輯，對(duì)方會(huì)接納和理解這一事實(shí)。
例2： We can hardly bear the reduction because the raw material has advanced by 5% during thelast few months. Accordingly， the cost of our production has risen a great deal. So this price is whatwe can get.
3、強(qiáng)調(diào)我們的價(jià)格符合市場(chǎng)要求和水平，是合情合理的，所以不考慮降價(jià)。或者要求對(duì)方增大定單，方可考慮quantity discount (數(shù)量上的折扣)。
例3： Well， for“Hero 330”， we are quoting US$6. 50 per dozen CIF Alexandria. Our price hasalways been reasonable because it comes in line with the prevailing market level.
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……?
4、在我方產(chǎn)品的價(jià)格或許稍高于同行同類產(chǎn)品，又不準(zhǔn)備降價(jià)的情況下，我方可用quickerdelivery time (快速交貨)和convenient after-sales service (便捷的售后服務(wù))作為“誘餌”(當(dāng)然，要實(shí)事求是，不可欺騙)，讓對(duì)方覺(jué)得買了你的產(chǎn)品既方便又有保障。
例5：I′m afraid there is little scope for reducing the price.But we provide quick delivery time andconvenient after-sales service. For example， Boardchair 03， for the quantity of 6 to 10 pieces， thenormal delivery time is 5 days，but now the special delivery time is only one day，Note286 CX，for thequantity of 5 pieces， the normal time is 4 days， but now 2 days will do. And we have several servicecenters， offering you around-the-clock service.
5、從長(zhǎng)遠(yuǎn)利益出發(fā)或?yàn)榱舜龠M(jìn)和鞏固彼此的貿(mào)易，本著友情，同意降價(jià)。
例6： To be frank with you， there are many other customers who have approached us with somehigher prices. If it were not for our good relationship， we′d hardly be willing to make you a firm offerat this price.
6、直截了當(dāng)?shù)鼐芙^對(duì)方的還盤。但這種表達(dá)，態(tài)度比較生硬，火藥味較濃。從另一角度看，如果這一策略運(yùn)用得當(dāng)，可以加快談判速度，但要小心行事。最好不要直接說(shuō)：“No， I can′t accept it.”而應(yīng)盡量婉轉(zhuǎn)地用Well，…， Actually，…或I′m afraid，…等開頭，從而給對(duì)方稍留余地，以免讓對(duì)方感到難堪。
例7：Personally， this is our rock-bottom price， Mr. Mcardell. I′m afraid it seems that we can′tmake any further concession.
例8： 5 percent reduction is absolutely out of the question. Now， Mr. Li， to help.
二、客戶或買方的價(jià)格談判技巧
1、以商量的口氣，提出自己的想法、觀點(diǎn)和意見，以博得對(duì)方的“同情”和理解。
例9：I′m interested in your lead crystal glassware.But as we are just taking up the line，I′m afraidwe can′t do much right now. Could we have 3000 gross for a start? If the sales go well， big businessis sure to follow. I hope you could offer us your most favorable price， though the quantity we areordering is by no means an attractive one.
2、利用攻心術(shù)，討好對(duì)方。賣方頓感“心頭一熱”，考慮降價(jià)。
例10： Yours is an international renowned company， and your products always enjoy itsreputation. We， too， don′t hope that you ship the instrument on display back to your homeland. Thereduction 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 furtherconsideration./pic/p>
3、用市場(chǎng)經(jīng)濟(jì)不景氣或國(guó)際國(guó)內(nèi)經(jīng)濟(jì)發(fā)展緩慢情況為理由，要求對(duì)方考慮降價(jià)。
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(jiān)持對(duì)方開價(jià)太高，與國(guó)際或國(guó)內(nèi)市場(chǎng)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 internationalmarket，and also beyond our ability of payment.In this way，we′ll，as we think，have to consider offersfrom other sources. Honestly speaking， if you can reduce your price by 25%， that will be consideredagreeable to the level of the international market.
5、在雙方就價(jià)格問(wèn)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 businessenglish/more， we could strike a deal.To make things simpler， let′ssplit the difference and meet half way. You must leave us some margin to cover the advertisingexpenses.
6、如果彼此對(duì)價(jià)格都不肯放松，又不愿折中，買方只好提出“到別處購(gòu)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 afraidthat won′t do. We simply can′t stand such a big cut.) If that′s the case， I′m afraid we′ll have to goelsewhere.
7、利用矛盾競(jìng)爭(zhēng)。在討價(jià)還價(jià)過(guò)程中，利用不同的談判對(duì)手或同行間的競(jìng)爭(zhēng)，或用甲制乙，或借甲攻乙，促使對(duì)方妥協(xié)讓步。
例15： At present， the products from Philip′s are attractive to us， but we are also very muchinterested in the National′s. We hope that you can offer your competitive price.
三、價(jià)格談判中常用句型
下面分幾個(gè)方面列舉一些外貿(mào)英語(yǔ)價(jià)格談判中常用的句子，供大家參考：
1、價(jià)格太高Your price is not in the least encouraging. It′s beyond our reach.
You are asking for at least 5 per cent more than your competitors do. That′s much too dear.
2、不能減價(jià)Our products are moderately priced. We can′t go lower than this.
We cannot accept your counterbid， but this does not mean we are not willing to co-operate.
3、價(jià)格上漲The price is going up， owing to the rise in the cost of raw materials.
There is every indication of a further rise in price in the near future.
4、若不改善價(jià)格，無(wú)法成交Ifyou stand firm， we can hardly come to terms.
Unless you can reduce the price， chances for business are remote.
5、若改善價(jià)格，有可能成交If you want to get the order， you′ll have to lower the price.
A lower price would mean larger sales.
6、考慮對(duì)方的價(jià)格要求To encourage business， we are prepared to make a reduction.
To support you in pushing sales， we grant you a special discount of…per cent.
7、成交In view of our good co-operation over the past years， we accept your price.
We are very much pleased that we have come to terms in the end.
實(shí)際談判技巧林林總總，無(wú)一固定模式，需要談判人靈活機(jī)動(dòng)，見機(jī)行事，不可仗勢(shì)欺人，也不可軟弱妥協(xié)。對(duì)代表賣方的談判人來(lái)說(shuō)，你的言談舉止代表你公司的作風(fēng)，代表你公司對(duì)交易及對(duì)新舊客戶的態(tài)度，替公司及公司產(chǎn)品創(chuàng)造一種好印象，也就贏得了商業(yè)信譽(yù)和信心。對(duì)代表買方的談判人來(lái)說(shuō)，爭(zhēng)取一份價(jià)廉物美的生意就意味著“有利可圖”(good profit);如果能建立一個(gè)穩(wěn)定的、可靠的供應(yīng)商，你的生意就能得到長(zhǎng)期保障;你的誠(chéng)實(shí)、大方、守信用的作風(fēng)也會(huì)給對(duì)方留下深刻的印象。
總之，“火無(wú)常勢(shì)，水無(wú)常形”，形勢(shì)總是在不斷變化，高明的談判者總能根據(jù)形勢(shì)的變化，不斷地對(duì)談判的策略作出恰如其分的調(diào)整，方能使談判成功，進(jìn)而使買賣雙方財(cái)源廣進(jìn)，經(jīng)營(yíng)興旺發(fā)達(dá)。
商務(wù)英語(yǔ)談判技巧 論文(二)
商務(wù)談判,是指談判雙方為實(shí)現(xiàn)某種商品或勞務(wù)的交易,對(duì)多種交易條件進(jìn)行的磋商活動(dòng)。隨著市場(chǎng)經(jīng)濟(jì)的發(fā)展,商品概念的外延也在擴(kuò)大,它不僅包括一切有形的勞動(dòng)產(chǎn)品,還包括資金、技術(shù)、信息、服務(wù)等。因此,商務(wù)談判是指一切商品形態(tài)的交易洽談,如商品供求談判、技術(shù)引進(jìn)與轉(zhuǎn)讓談判、投資談判等。跨文化商務(wù)談判是不同國(guó)家和地區(qū)的人們?yōu)榱藢?shí)現(xiàn)交易目標(biāo)而進(jìn)行的相互磋商活動(dòng)。由于英語(yǔ)是歐美國(guó)家的官方語(yǔ)言,所以商務(wù)談判大多數(shù)是借助英語(yǔ)進(jìn)行的。這就涉及談判的英語(yǔ)技巧問(wèn)題,認(rèn)真研究談判的特點(diǎn)和原則,恰當(dāng)?shù)剡\(yùn)用英語(yǔ)技巧,是談判取得成功的重要保證。
第一,善于傾聽,做到少說(shuō)多聽。
商務(wù)談判實(shí)際上是一種對(duì)話,在這個(gè)對(duì)話中,雙方說(shuō)明自己的情況,陳述自己的觀點(diǎn),傾聽對(duì)方的提案、發(fā)盤、并做反提案,還盤、互相讓步,最后達(dá)成協(xié)議。成功的談判者在談判時(shí)把50%以上的時(shí)間用來(lái)聽。他們邊聽、邊想、邊分析,并不斷向?qū)Ψ教岢鰡?wèn)題,以確保自己完全正確的理解對(duì)方。具體就是,要盡量鼓勵(lì)對(duì)方多說(shuō),向?qū)Ψ秸f(shuō):“please? Go on”,“yes”,并提問(wèn)題請(qǐng)對(duì)方回答,使對(duì)方多談他們的情況。如果對(duì)對(duì)方的觀點(diǎn)表示了解,可以說(shuō):I see what you mean. (我明白您的意思) ;如果表示贊成,可以說(shuō): That' s a good idea. (是個(gè)好主意),或者說(shuō):Iagree with you. (我贊成);如果是有條件地接受,可以用on thecondition that這個(gè)句型,例如: We accept your proposal, on thecondition that you order 30000units.
第二,靈活應(yīng)變,做到靈活性與原則性相結(jié)合。
談判過(guò)程中往往會(huì)遇到一些意想不到的尷尬事情,要求談判者具有靈活的語(yǔ)言應(yīng)變能力,與應(yīng)急手段相聯(lián)系,巧妙地?cái)[脫困境。有些時(shí)候不能給對(duì)方一個(gè)確切的答案,但是又不能一口否定,那么要使談判有回旋的余地就得回避明確地答復(fù)。當(dāng)遇到對(duì)手逼你立即做出選擇時(shí),你若是說(shuō):“讓我想一想”之類的語(yǔ)言,會(huì)被對(duì)方認(rèn)為缺乏主見,從而在心理上處于劣勢(shì)。此時(shí)你可以有禮貌地告訴對(duì)方:
I'm afraid I can't give you a definite reply now. (恐怕我現(xiàn)在無(wú)法給你一個(gè)明確的答復(fù))或I just need some time to think itover. (我需要時(shí)間考慮考慮)。靈活性和原則性是涉及語(yǔ)言效果和傳達(dá)原意的兩個(gè)方面。缺乏靈活性會(huì)影響表達(dá)效果,而不會(huì)靈活則往往會(huì)使得談判陷入僵局。要針對(duì)不同國(guó)家的談判對(duì)手和不同的情況,不斷調(diào)整自己,堅(jiān)持原則性與靈活性的統(tǒng)一。例如,在與歐美國(guó)家的商人談判時(shí),如果有不同意見,最好坦白地提出來(lái)而不要拐彎抹角。表示無(wú)法贊同對(duì)方的意見時(shí),可以說(shuō):I don’t think that’s a good idea. (我不認(rèn)為那是個(gè)好主意), 或者Frankly, we can’t agree with your proposal. (坦白地講,我無(wú)法同意您的提案);如果是拒絕,可以說(shuō):We’re not prepared toaccept your proposal at this time. (我們這一次不準(zhǔn)備接受你們的建議);有時(shí),還要講明拒絕的理由,如 To be quite honest, wedon’t believe this product will sell very well in China. (說(shuō)老實(shí)話,我們不相信這種產(chǎn)品在中國(guó)會(huì)賣得好)。
第三,語(yǔ)義清楚,做到形式委婉、內(nèi)容明確。
國(guó)際商務(wù)談判大多用英語(yǔ)進(jìn)行,而談判雙方的母語(yǔ)往往又不都是英語(yǔ),這就增加了交流的難度。在這種情況下,我們要盡量用簡(jiǎn)單、清楚、明確的英語(yǔ),不要用易引起誤會(huì)的多義詞、雙關(guān)語(yǔ)、俚語(yǔ)、成語(yǔ)。也不要用易引起對(duì)方反感的詞句,如:“to tellyou the truth”,“I’ll be honest with you?”,“I will do my best.”“It’s none of my business but?”這些詞語(yǔ)帶有不信任色彩,會(huì)使對(duì)方擔(dān)心,從而不愿積極與我們合作。如果談判者的言辭能清楚地表達(dá)出所想的和所要講的,就減少了許多容易導(dǎo)致誤解的地方。
商務(wù)談判,中心還是經(jīng)濟(jì)利益。在雙方的談判中,價(jià)格是一個(gè)很重要的環(huán)節(jié),婉轉(zhuǎn)地提出自己的意見可以使自己處于主動(dòng)地位。如果自己已經(jīng)胸中有數(shù),在談判中,語(yǔ)句上面不能有絲毫含糊。
最后,為確保溝通順利的另一個(gè)方法是在談判結(jié)束前做一個(gè)小結(jié),把到現(xiàn)在為止達(dá)成的協(xié)議重述一遍并要求對(duì)方予以認(rèn)可。小結(jié)一定要實(shí)事求是,措辭一定要得當(dāng),否則對(duì)方會(huì)起疑心,對(duì)小結(jié)不予認(rèn)可,已談好的問(wèn)題又得重談一遍。
握跨文化商務(wù)談判的英語(yǔ)技巧,對(duì)于談判者十分重要,它不但直接關(guān)系著談判的成敗,還可以使談判者在對(duì)外經(jīng)濟(jì)交往中往往會(huì)收到事半功倍的功效。希望讀者可以通過(guò)掌握上述的技巧,在談判中掌握主動(dòng)、獲得滿意的結(jié)果。
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