价格谈判

第一讲PriceNegotiation卖方策略•卖方利益点：维持原价+提高订购量•Ａ.模糊报价•Thepriceisreasonable/competitive/workable/favorable/attractive•B.价比三家•1.Ourpricecomparesmostfavorablywithquotationsyoucangetfromothermanufacturers.•2.Ourpriceisinlinewiththeprevailinginternationalprice.卖方策略•C.陈述市场利弊•Asyouknow,thereisaheavydemandfor-------whichresultsinpriceincrease.•D.哀兵政策•1.Wehavealreadycutdownourpricetocostlevel.•2.Wehavereducedourpriceclosetothecostlevel.•3.Ourpriceisbasedonthecostandreasonableprofitmargin•4.Ifwecutdownourpriceanymore,therewillleaveuslittleprofit.卖方策略•E.强硬态度•1.Thereisnoroomforanyreductioninprice.•2.Weareunabletoentertainanycounter-offer.•F.从众心理•Weofferyouourbestprices,atwhichwehavedonealotofbusinesswithothercustomers.买方策略•降低原价+增大折扣•A.否定对方的合理说•1.Idon’tthinkso.yourpriceisfarfrombeingreasonable.•informationindicatesthatthereexistsomesupplierswhoquotetheirpricesasmuchas5%lowerthanyours.•2.Idon’tthinkso.Yourpriceisactuallyoutoftheprevailinginternationalprices.•买方策略•B.强调市场利弊•1.pleasenotethatourdemandfocusesonthemoderately-pricedcommodity.Therewillbenomarketifthepriceisunacceptable.•2.Iwouldliketoinviteyourattentiontothefactthatourcustomersareextremlysensitivetotheprices.••C.诉苦•Iunderstandyourpoint/whatyouhavesaid.Butyourpriceisstillabithigher.Ifweacceptyourprice,therewillalsoleaveusnoprofit.买方策略•D.强硬•1.ifso,weverymuchregretthatwehavetocancelthedeal.•2.Westronglyrecommendyoutoacceptourcounterofferinviewofourbigorders.•E.表明自己不是一般客户•1.wehavedonealotofbusiness,couldyoumakeusanexceptionandaccept•2.Wewillplacebigorderswithyou.Couldyougiveusacommodationandaccept案例•先生和Mr.Jacques就硫酸铵的价格进行的谈判。•Liu:Mr.Jacques,let’shaveyourfirmoffernow.•Mr.Jacques:Gladly.Hereisouroffer,250poundsperton,FOBLondon.Youwillnoticethequotationismuchlowerthanthecurrentmarketprice.•Liu:I’mafraidIdisagreewithyouthere.Wehavequotationsfromothersourcestoo.And,asyouwellknow,wemainlyrelyonourownresources.Ourownchemicalindustryhasexpandedrapidly.Weimportacertainamountofchemicalfertilizeronlywhenthepriceisreasonable.•Mr.Jacques:Well,then,what’syourideaofacompetitiveprice?•Liu:Aswedobusinessonthebasisofmutualbenefit,Isuggestsomewherearound210poundspermetrictonFOBLondon.•Mr.Jacques:I’msorrythedifferencebetweenourpriceandyourcounterofferistoowide.Itisimpossibleforustoentertainyourcounteroffer,Iamafraid.•Liu:Mr.Jacques,nodoubtyouhavewidecontacts.Idon’tthinkIhavetostressthatourcounterofferiswellfounded.Itisinlinewiththeinternationalmarket.•Mr.Jacques:Idon’tseehowIcanpullthisbusinessthrough.Liu,let’smeeteachotherhalfway.Mutualeffortswouldcarryusastepforward.•Liu:Now,Mr.Jacques,Whatwehavegivenisafairprice.•Mr.Jacques:Well,howisthis?Weacceptyourpriceprovidedyoutakethequantityweoffer.•Liu:I’msurprised,Mr.Jacques.Wouldn’titbebettertosettleonthepricefirstbeforegoingontothequantity?Ifyouacceptourcounteroffer,wewilladviseourenduserstobuyfromyou.•Mr.Jacques:thenperhapsyoucouldgivemearoughideaoftheamountneeded?•Liu:Itwillbesomewherearound50,000tons.•Mr.Jacques:Allright,Mr.Liu.Asatokenoffriendship,weacceptyourcounterofferforammoniumsulphatefor50,000tons,at210poundspermetrictonFOBLondon.•Liu:I’mgladwehavebroughtthistransactiontoasuccessfulconclusion.•Mr.Jacques;Iappreciateyoureffortsandcooperationandhopethatthiswillbetheforerunnerofothertransactionsinfuture.•Liu:thankyou.Wewillbewaitingfiryourconfirmation.