你来我往价格战 Buy and Sell

　　Robert回公司呈报Dan的提案后，老板很满意对方的采购计划；但在折扣则希望Robert能维持强硬的，尽量探出对方的底限。就七上八下的价格翘翘板上，双方能找到彼此的平衡点呢？请看下面分解：

　　英文正文

Robert: Even with volume sales, our costs for the Exec-U-Ciser won't go down much.
Dan: Just what are you proposing?
Robert: We could take a cut on the price. But 25% would slash our profit margin. We suggest a compromise - 10%.
Dan: That's a big change from 25! 10 is beyond my negotiating limit. Any other ideas?
Robert: I don't think I can change it right now. Why don't we talk again tomorrow?
Dan: Sure. I must talk to my office anyway. I hope we can find some common ground on this. (next day) Robert, I've been instructed to reject the numbers you proposed; but we can try to come up with something else.
Robert: I hope so, Dan. My instructions are to negotiate hard on this deal - but I'm trying very hard to reach some middle ground.
Dan: I understand. We propose a structured deal. For the first six months, we get a discount of 20%, and the next six months we get 15%.
Robert: Dan, I can't bring those numbers back to my office - they'll turn it down flat.
Dan: Then you'll have to think of something better, Robert.  

　　中文翻译

R: 即使是销售，的‘健你乐’生产成本仍然无法降低太多。
D: 那你的建议是…？
R: 敝公司可以降价。七五折会过度削低的毛利。建议双方各让一步－九折。
D: 那跟七五折差太多了！九折实在超出我的谈判限度。有其它方案吗？
R: 我现在没办法决定。吧，何不明天再谈？
D: 可以。反正我也得和公司一下。希望能够达成协议。
R: (次日)Robert，奉上头指示，我得否决你所提的折扣，但可以找出其它可行的办法。
D: 希望如此，Dan。上面指示我要强硬地谈这笔生意－－但我一直想达成折衷的方案。
R: 我。那么提议阶段式的协议。前半年先给八折，后半年，则打八五折。
D: 我没办法向公司报告的数字－－会打回票的。
R: 那你就得想出的法子啰！

　　短语解说

take a cut 削减
"take"解释为‘、选择’，等于accept"；cut"作名词，意思是‘削减、删除’，引申为‘杀价’。
We need everyone to take a cut in his salary, or else the company will have to choose some people to let go.
需要大家减薪，否则公司只好解雇人了。

profit margin 毛利
"profit"是‘利润’；"margin"原义是‘边缘’；"profit margin"可指销售所得利润与价格之间的比例关系；亦可指售价减去成本或进价的数额。
The profit margin on fruit and vegetables is lower than last year.
今年蔬果的毛利率比去年低。

common ground 相同意见、兴趣
"common"为‘’；"ground"是‘场地；土地’。"common ground"原指古欧洲民族用来畜牧的公共用地，演变至今则引申为‘彼此都同意的事情’。
When it comes to income aGREements, we're on common ground.
就收入的协议而言，持有相同的意见。

reach some middle ground 达成折衷；互相
"reach"，‘到达；抵’之意；"middle"为‘中间的’。"reach some middle ground"原指两方交战，遥遥相望，唯待双方抵达交会处，才能协商，引申为‘折衷’。
Your demand is too high, but if we can reach some middle ground we might have a deal.
你的要求太高了，不过，能达成折衷，或许可以成交。

structured deal 阶段式的协议合约
所谓"structured deal"是指合约预定几个阶段，价格或订货条件会因阶段而变动；与"simple deal"－－‘单一合同’不同，因"simple deal"只规定价格。
We offered the agent a structured deal to make it easier for him to agree.
向经销商提议阶段式的合约，好让他能欣然同意。

turn (something / someone) down flat 断然拒绝
"turn down" 动词词组有‘拒绝’的意思；"flat" 里是副词，为‘地、断然地’之意，是加重语气的字。
When he asked us to pay cash, we turned him down flat.
当他要付现金时，就直截了当地拒绝。

2a

2

　　句型总结

●　 巧妙否决
1. We suggest a compromise -- 10%.
2. We propose an alternative -- 10%.
3. We have another possibility -- 10%.
4. We suggest another approach -- 10%.
谈判中，有意修改对方的提案，可技巧地使用："we suggest a (compromise)..."‘建议一项（折衷）…’
使用这句话的好处是当面斩钉截铁地拒方，而且还可另提议来试探对方；句型不但有降低现场火药味的作用，也可藉此表达新的意见，有利于双方磋商。它的语言技巧即在表达‘否定’时用到‘不’的字眼。

●　 超出限度
1. 10 is beyond my negotiating limit.
2. 10 is outside where I can go.
3. 10 is beyond the limits of what I can discuss.
4. 10 is not acceptable to me.
"...is beyond my negotiating limit."‘…超出我的谈判限度’。
此句型的主词对方所提的条件。这句话明白告知对方，其提案超出己方设底限或的权限，若一味强求，谈判破裂。表达否决意味的句子，语气坚定却不失礼貌。

●　 指示
1. My instructions are to negotiate hard on this deal.
2. I've been instructed to negotiate hard on this deal.
3. I've been told to negotiate hard on this deal.
4. I'm obliged to negotiate hard on this deal.
对话中，有两个表示乃衔命而来的句型，个是Dan说的："I've been instructed to..."。另是Robert说的："My instructions are to..."。
这两个句型均适用于正式场合，语气直截了当；一来传递的指示，二来划定谈判的界限。请对方谅解权力有限的难处，并且抬出背后上司作护身符，借此保护不致对方攻击的箭靶。

　　提示

　　RobertDan的谈判。时而动之以情，时而晓之以理。切的虚虚实实，无非是希望能与对方达成折衷方案、交易。两则谈判技巧供需要注意：
A. 如何‘人称代名词’博取对方的好感
　　传递消息时，不要忘了消息的好坏，人称的使用。说坏消息时，"we"或"our"表示站在公司立场，或暗示这是公司的决定，而非个人意思。例如文中Robert说:"Our costs... Won't go down..."及"...would slash our profit margin."。再不然就抬出不在场的上司，表示奉命如此，请对方见谅的已。在说好消息或答应条件时，则尽量使用"I"或"my"，以拉近彼此距离，对方的好感，利于日后关系的发展。
B. 如何推测对方已到谈判的底限
　　双方在谈判的过程中，会不时地嚷嚷‘这是价格的底限了’，其实通常都只是做做样子而已。经验之谈是当对方逐渐降低要求幅度时，快到价格底限的征兆了。请注意对方要求的幅度，当其逐渐降低到你心目中理想价格的边缘时，则离底限虽不中亦不远矣！

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