文秘专业英语 business negotiations unit 8 study objectives...

文秘专业英语

Business Negotiations

Unit 8

Study Objectives

掌握与客人洽商时英语口语表达

掌握一些基本的商务谈判技巧

掌握英文询盘信及回信的写法

了解祝贺和称赞的礼仪

Tips for Business Negotiation

Negotiating is often referred to as an “art ”. While some people may be

naturally more skillful as negotiators, everyone can learn to negotiate. As

they often say in business, everything is negotiable. However, lack of

preparation in a negotiation almost always sets a person up for failure.

First of all, each party must clearly define their own goals and objectives.

What can you trade with the other party? Do you have any alternatives that

are acceptable to you?

Secondly, each party must anticipate the goals of the opposition. This may

require doing some background research.

Effective Meeting Preparation Tips

Thirdly, each party must come up with various alternatives to their main

objectives. If you can also work out possible solutions, then it is easier to find

an acceptable outcome.

Finally, you should be clear about your “bottom line”, the point at which you

can offer no more.

Contents

Part One DialoguesPart One Dialogues

Part Two Useful ExpressionsPart Two Useful Expressions

Part Three Simple WritingPart Three Simple Writing

Part Four ExercisesPart Four Exercises

Part Five Social EtiquettePart Five Social Etiquette

Dialogues

A distributor, James Lee, who is from UK, wants to discuss the prices of

heaters. However, Susan’s manager, Mr.Henry Stevenson is still on a

business trip in America. He asks Susan to negotiate the prices with the

distributor on behalf of the company.

Dialogue One

S: Susan Brown J: James Lee

S: Hello, James. I haven’t seen you since last year’s .

J: Hi, Susan. I am doing very well. Thank you. How about you?

Part 1 Part 2 Part 3 Part 4 Part 5

trade fair1

1. 交易会

How is everything going on?2

2. 你最近怎样？

Dialogues

Dialogue One

S: Oh, I am doing fine, too. Thank you. You know, Mr. Henry Stevenson is still

in U.S. So I’ve got a lot of stuff to follow.

J: Right. I heard about it. So today’s meeting is just between two of us?

S: That’s right. Shall we get down to business now?

J: Sure. Well, I’ve studied the latest catalogue. Most of the products are very

impressive. However, I must point out that prices are much higher than

before.


Dialogues

Dialogue One

S:

We

to raise the prices.

Our prices still compare very favourably with those offered by other suppliers.

J: I see your point, but your selling offer is much higher than what we expected.

You know, we are in a . We will lose all of our customers if we

raise the prices.


Well, as you may know, the increased labour costs, high price of oil

appreciation of RMB have made business pretty tough.3

3. 你要知道 , 劳动成本的上升 , 高油价和人民币的升值使我们生意非常的难做｡

have no choice but4

4. 除……之外别无他法｡

Actually our margins are razor thin5.

5. 事实上 , 我们的利润是非常薄的｡

market slump6

6. 市场不景气

Dialogues

Dialogue One

S: I admit the present market is very unfavourable to us. But it won’t last long.

Plus the Christmas Holiday is coming. I think sales would be fine this year.

J: Well, considering our long-run relationship, could you the

prices, say, 15 % discount?

S: 15 %?! You can’t be serious! That would drive us out of business.


knock down7

7. 降低

The best

we can do is 5%8.

8. 我们最低只能降 5% ｡

Dialogues

Dialogue One

J: I understand where you’re coming from, but that high price also forces us

out of the game.

S: Well, it will if we keep over this issue. How

about ? We can give you a reduction of 10% provided

you could double the order.

J: Hmm, let me see... All right,

S: Thank you, James. I am glad we’ve settled the question of price.


haggling10

10. 争论

You do have a way of talking me into it.12

12. 你真有办法说服我｡

get us nowhere9

9. 无进展

meeting half way11

11. 妥协 , 让步

Dialogues

Dialogue Two

S: Susan Brown J: James Lee

S: Now that the price has been settled, let’s move on to the issue of payment.

J: Err, about that, the terms of payment would be a bit different from last time.

We are wondering if we could defer payment until the end of next month

because we are having a little trouble in receiving payment.


After taking a short break, Susan and James continue to discuss the terms

of payment and delivery.

Dialogues

Dialogue Two

S: Well, we have been doing business for a long time. We really want to help

you this, but this is a very large order. We have to pay to make the goods.

We’ll have money trouble too if you defer the payment.

J: Let’s do it this way. We’ll for our present purchase. What

do you think?

S: Well, I have to consult with Mr. Stevenson. Would you wait a moment

please? I need to call Mr. Stevenson for this...


pay in instalments1

1. 分期付款

Dialogues

Dialogue Two

(Susan walks out of the room and calls Mr. Stevenson. Later on, Susan walks

back to the room. )

S: I am sorry for having kept you waiting so long. I just spoke to Mr. Henry

Stevenson. He said it would be fine unless you make a twenty percent

in two weeks, and the rest in three monthly

instalments.

J: That’s really nice of you. This is a fair suggestion. Good. So what about the

delivery? Is it possible for you to ship the goods before the end of October?


initial payment2

2. 首期付款

pay off3

3. 还清

Dialogues

Dialogue Two

S: Well, I am afraid we can’t make it.

J: Then when at the earliest can we expect the shipment?

S: By the end of November. That’s the best we can do.

J: Is that your best offer? I’m afraid that’s not acceptable to us. We need the

goods to be there by the end of October for our Christmas sales. You know

Christmas sales usually start about a month before 25 December.

S: I see your point.


But the factories are fully committed now.4

4. 但是现在工厂已经满负荷了｡

Dialogues

Dialogue Two

J: I do hope you can try to the production. There’s no harm trying.

S: Look. To meet your demand, we’ll manage to advance the shipment from

November to October.

I hope it won’t be late for the Christmas sales.

J: Well, I can’t see any problem with that.


But the best we can do is just ship 40% promptly

and the balance will be delivered in the middle of November.6

6. 但是我们最多能准时运送 40% 的货物 , 其余的会在 11 月中旬交货｡

step up5

5. 加快 , 加速

Dialogues

Dialogue Two

S: Good. I think we’ve both agreed on the terms.

(Susan her hand.)

J: (James shakes it) Let’s get something to drink to celebrate the success of

the negotiations.

S: That sounds a good idea. Let’s go!


Can we shake on it?7

7. 那我们就一言为定了 !( 握手有表示“赞同､认可”的意思 )

holds out8

8. 伸出

Dialogues

New Words

advance [] v. 提前 , 预付

commit [] v. 承诺 ; 使自己受约束

consult [] v. 商议 , 请教

defer [] v. 使推迟 , 使延期

impressive [] a. 给人深刻印象的 , 感人的

initial [] a. 最初的 , 开头的

instalment [] n. 分期付款

issue [:] n. 问题


Dialogues

New Words

margin [] n. 利润

promptly [] ad. 敏捷地 , 迅速地

razor [[] n. 剃刀

reduction [] n. 减少 , 缩小

slump [] n. 消沉 , 衰退 ; 物价 , 暴跌

stuff [] n. 材料 ; 东西

tough [] a. 艰苦的 , 坚强的


Dialogues

Word Bank

a bargain sale 廉价出售a long-term contract 长期合同 accessories 配件C.I.F. 成本加保险费 , 运费价CFR 成本加运费价Chamber of Commerce 商会competitive bidding 竟价投标F.O.B. 船上交货make offers 报价on display 展出

partial shipment 分批装船postpone delivery 推迟交货 prompt shipment 即期装运quotation 报价sample 样品 spare parts 备件time of delivery 交货期 trade mark 商标turnover tax 营业税


Useful Expressions

我必须要指出价格要比先前的高很多｡1. I must point out that prices are much higher than before.

我明白 , 但是您的报盘比预期的还要高｡

2. I see your point, but your selling offer is much higher than what we

expected.


For a Supplier

您可以降低价钱吗 ? 你们的价格太高 , 我们根本支付不起｡

3. Could you knock down the prices? Your price sounds too high and it is

really beyond our reach.

Useful Expressions


您认为您能降多少价 ?

4. How much do you think you could bring the price down?

如果你们的产品价格不能再优惠些 , 那我们就只得从其他供应商那里购买了｡

5. If you can’t offer us the goods at a more competitive price, we’ll have to turn

to other suppliers.

你们一般采用何种付款方式 ?

6. What is your regular practice about the terms of payment?

For a Supplier

我很希望你能尽量加快生产进度｡

7. I do hope you can try to step up the production.

Useful Expressions


你们能否想些办法提前交货 ?

8. Could you do something to advance the time of delivery?

我要求一次性把货交完｡9. I ask that the shipment be made in one single lot.

7 月底前必须装船 ,否则就赶不上销售季节了｡

10. Shipment should be made before July, otherwise we are not able to catch

the season.

For a Supplier

Useful Expressions

For a Customer

劳动成本的上升 , 高油价和人民币的升值使我们生意非常的难做｡

1. The increased labour costs, high price of oil, appreciation of RMB have

made business pretty tough.

我们的利润已经很薄了 , 我认为我们已经没有还价的余地了｡

2. Our margins are razor thin,I do not think there is any room for bargaining.


我们最低只能给 5%, 我的意思是双方能否都退一步 , 从而达成协议｡

3. The best we can do is 5%. I mean if both parties could compromise a little

and meet each other half way.

Useful Expressions

这是我方的最低价格 , 我们不能再让了｡

4. This is our rock-bottom price / floor price. We can’t make any further

reduction.


For a Customer

我们可以给你 10% 的优惠 , 只要您多订一倍｡

5. We can give you a reduction of 10% provided you could double the order.

除非你可以在两周内先付 20%,然后剩下的分三个月还清｡

6. It would be fine unless you make a twenty percent initial payment in two

weeks, and pay off the rest in three monthly instalments.

Useful Expressions

但是现在工厂已经满负荷了｡

7. But the factories are fully committed now.


For a Customer

你们的 5,000美元的应付款已拖欠 50天了｡

8. Your payment of $5,000 has been 50 days past due.

请马上向我们寄来金额为 1 000美元的支票以结清您的欠款｡9. Please clear your account by sending us your check for $1,000 right away.

如果您同意分批装运 , 我们就可以接受您的订货｡10. If you agree to the partial shipment term, we’ll accept your order.

Sample Writing

Section 1: A Letter of Enquiry

A letter of enquiry may be used to gather information regarding products or

services, prices and operation, etc.

This kind of letters should be short and accurate. Avoid the temptation to add

excessive detail and try to maintain a professional tone throughout the letter.

Your letter can be fairly short, but it should be long enough to adequately

explain what it is that you are inquiring about and what you want the reader to

do in response to your letter.

Make sure to include contact information so that the person can easily get in

touch with you if necessary, such as your cell or home phone number or

email address.


Sample Writing

Section 1: Minutes

询价函可以用来收集信息 , 如关于产品或服务 , 价格和运作等｡这类信函应该要简短和准确｡避免加上过多的细节 ,而要尽量使整封信保持一种

专业的语气｡邀请信可以简短 , 但一定要有足够的长度来阐述你要咨询的内容 , 以及你期望对方怎样回应你的信｡

必须要写上你的联系方式 ,这样对方如果有需要 , 就可以很容易地与你联系｡譬如说留下你的手机号码或家庭电话 ,或者电子邮箱｡


Sample Writing

Sample


Dear Sir/Madam,

We learn from the Textile Chamber of Commerce that you are producing a range of

high-fashion scarves and gloves. We operate a large chain of retail business and are

looking for a manufacturer who could supply us with a wide range of scarves and

gloves for the teenage market. Would you please send me a copy of your scarves and

gloves catalogue with details of your prices and payment terms?

We would find it most helpful if you could also supply samples of the various materials

from which the goods are made.

Yours faithfully

Mathew Black

Marketing Manager

Spencer Retail Group

Sample Writing

It is very important to make a good impression when responding to enquiries

from potential customers.


Section 2: A Reply Letter to the Enquiry

Express your appreciation for the person’s interest.

The best impression will be made by providing the materials or information that

the perspective client has asked for. This positive impression will be improved

by a well written response.

If appropriate, you might want to include additional information about your

organization, the products or services you sell, or the subject matter of the

inquiry, beyond the scope of the original inquiry.

Sample Writing

当回复潜在客户的询盘信时 , 要给对方留一个好印象是非常重要的｡


Section 2: A Reply Letter to the Enquiry

要感谢对方对你公司产品的兴趣｡要建立最好的印象 , 就是提供潜在的客人所要求的材料或信息｡这样一个正面的印

象还可以通过一封书写得体的信得以改善｡如果合适 ,也可以附加一些关于你公司的信息 , 你们的产品或服务 ,或者就他 /

她咨询

的问题再进一步说明｡

Sample Writing

Sample


Dear Mr. Black,

We welcome your enquiry of July 8 and thank you for your interest in our scarves

and gloves. As requested, a copy of our illustrated catalogue and price list are being

sent to you today, with samples of our products.

We are also manufacturing a wide range of socks in which we think you might be

interested. They are fully illustrated in the catalogue and are of the same high

quality as our scarves and gloves.

We hope the samples will reach you in good time. If you have any questions

please don’t hesitate to contact us. We are looking forward to your order.

Yours sincerely

Joe Smith,

Marketing Manager

Meili Garment Manufacturing Ltd.

Exercises

Listen to the following passage carefully and fill in the blanks according

to what you hear.

1. Listening.

Negotiation is the art of arriving at 1 on a subject to the

satisfaction of the parties 2 . Negotiation can take place between two

people or several people. Negotiations can also happen between different

3 . Business negotiations could involve purchases, sales,

loans, contracts or anything regarding business.

It is extremely important to 4 a strategy before starting any

negotiation. And you should 5 this strategy during the negotiations.


a compromise ______________

involved _________

firms or companies __________________

adhere to ___________

formulate __________

Exercises

1. Listening.


Before trying to buy anything you should make a study of the product or

service and 6 in the market. You should study the 7

of the product from different 8 . This will give you a very good

9 to negotiate its price.

During the negotiation one should be very 10 and never

11 the real position or the maximum price at which he is prepared to

buy the product. One should pose as if he is prepared to 12 if the

price is not to his satisfaction.

sources __________

availability ___________its value __________

insight __________

confident ___________

reveal _________

walkout _________

Exercises

2. Role play.

You and your customer are in the office to negotiate the terms of the order.

You want the customer to pay a 20% deposit immediately and the payment

should be in dollars. While the customer wants a discount for bulk purchase and

an earlier delivery.


Exercises

3. Interpret the following Chinese expressions and complete the dialogue.

A: Good morning. I am Martha Stone of Endless Fun Videos Shop.

1

( 我们想订你们的家庭影碟机 ).

B: Good morning, Ms Stone. I am Jessica Lee.

2 ( 你是从我们目录上下订单吗 )?

A: Yes, I have the item numbers. The first item is 2389. We’d like 52 copies and 30

copies of Item 8673. 3

(这个数量可以要到批发价吗 )?

B: I am sorry, Ms. Stone.

4

(恐怕您要订够 200张以上才有批发价 ).


Are you ordering from our catalogue________________________________?

We wish to place an order of your home videos________________________________________.

Is it possible to have a wholesale price for this amount _____________________________________________?

I’m afraid we couldn’t make it unless you buy more than 200 copies __________________________________________________________.

Exercises

3. Interpret the following Chinese expressions and complete the dialogue.

A: Oh, that would be rather expensive. Is there any discount?

B: Err, let me see. 5

( 如果你购买编号 2389超过 60 张以上 , 可以享受 10% 的价格优惠 ).

6 ( 那么单价就变成 $19 了 ).

A: Ok. So I’ll order 60 copies of Item 2389 and 30 copies of Item 8673.

7

( 你可以把我刚才所订的东西的发票传真过来吗 )?

B: No problem. I’ll fax it to you by the end of the day. Thank for choosing GP

Entertainment Company. See you.

A: See you.


There is a price reduction of 10% on Item 2389 if you buy

over 60 copies

________________________________________________

______________________________________________________________.

That brings the net price to $19 _____________________________.

Can you fax over an invoice for the items I just ordered ________________________________________________?

Exercises

4. Practical Writing.

Task 1: You work in the Marketing Department in Wal-mart (沃尔玛 ). Your

manager asks you to look for a new toilet rolls supplier for the super

market. Write an enquiry letter about the details of the products

price, payment terms and delivery.


Task 2: According to Task 1, write a reply to the above enquiry. In your

letter,

you should include the information of the products, price, payment

terms and delivery.

Exercises

5. Reading Activity.

Most of us negotiate every day without realizing it. However when

mentioning the word “negotiation” some people will get nervous. It frightens

them. They imagine themselves at the car dealership and the hassles and

pressure associated with making a deal with someone who is an expert

negotiator. However, 99.9% of the time negotiation is simply working with

someone to find a solution that benefits both parties equally. Whether you’re

negotiating with your two year old about bedtime or your biggest customer, the

principles are the same.


The Seven Principles of Mastering the Art of Negotiation

Exercises


1. Creating a Win-Win situation. When you approach a negotiation with

the right attitude, it takes the pressure off of both parties. What is the right

attitude? The desire for both parties to get what they want. To create a win-win

situation. If one party is only in the process for themselves, a resolution will be

difficult to come by.



Exercises


2. Listening skills. In order to know what the other party hopes to get from a

negotiation, you have to listen. In fact, your ability to ask the right questions, and

listen to the answers, is your No.1 most important negotiating skill. A skilled

negotiator enters a negotiation with a questioning mindset. When you make it your

No.1 mission to learn more about your customer, you are more likely to learn

quality information, information that you can use to build a rapport and establish a

collaborative environment. Look to learn what your customer needs, wants, what

makes them successful, and how you can sell to them.



Exercises


3. Creativity. This relates to creative problem solving. When you’re

approaching a negotiation as a win-win situation and you’re listening to the

needs of the other party, creative problem solving can help design a solution that

meets everyone’s needs. Negotiation is about more than winning the highest

contract.



Exercises


4. Patience. Many negotiations take time. This is particularly true when

forging new territory with a client or vendor. Creating a solution that works for both

businesses can take several drafts, have to be approved by several parties, and

quite honestly many businesses aren’t accustomed to win-win negotiations so they

may take some time to adjust to the concept. Give them the time they need

because when you show you’re willing to be patient and that you’re invested in

their interests too, they’ll be willing to work with you today and ten years from now.

You’ll form a lasting and mutually beneficial relationship.



Exercises


5. Research. Take the time to learn all you can about the business you’re

negotiating with and you’ll be one step ahead to understanding their needs

concerns and how you can work together to come up with a mutually beneficial

solution.

6. Confidence is the key to a successful negotiation. If you show fear

the person or company you’re negotiating with can perceive that as power over

you or a lack of confidence in your business product or service.



Exercises


7. Knowing when to walk away. Not all negotiations result in a win-win

situation. Sometimes it’s better to walk away but more importantly it is better to be

prepared to walk away. When a negotiation is a MUST then it gives some of your

power away. Go into a negotiation with a positive attitude and a desire to make it

work, however keep the awareness that it may not in your back pocket.



Exercises


1. When it comes to “negotiation”, some people will . This is

because making a deal with

someone who is an expert negotiator.

Please fill in the blanks according to what you have learnt from the passages.


get nervous_____________

the hassles and pressure associated with_____________________________________

2. is the circumstance where both parties can get what

they want. When you are at this circumstance,

can help design a solution that meets everyone's needs.

A win-win situation__________________

creative problem solving_______________________

Exercises


3. The most important negotiating skill is the ability

and . The more you know about your customers,

you are more likely to learn quality information, information that you can use

to and establish a



build a rapport______________

to ask the right questions______________________,

listen to the answers_____________________

collaborative environment______________________.

Exercises


4. take time. You should give them the time they need

because when you show you're willing to and that you're

interests too, they'll be willing to work with you today and

ten years from now.

5. Not all the negotiations end in a win-win situation. Sometimes it's better to

but more importantly it is better to



be patient_____________

Many negotiations_________________

be prepared to walk away______________________.

invested in their________________

walk away__________

Social Etiquette

Everyone likes to hear nice things about him or herself, regardless of where

they are in the world. Giving compliments in business is tricky so it’s important to

know how to do it properly. Compliments are easy to give in the work place as

long as you don’t comment on someone’s appearance. It’s best to comment on

someone’s behaviour, for example, “Great job on that report,” The more specific

you can be about a compliment in the workplace, the better.


The Etiquette of Giving Compliments in Business

Social Etiquette

You don’t want to say “Gee, Joe, you look great today in that suit” or even “Mary,

you look terrific in that skirt” as those are inappropriate for the workplace. If you

are in senior management, and you give someone a compliment, it encourages

them because it makes them feel like they’re worthy. If your workmate gets

promoted, it is also a very gracious and respectful act to acknowledge his or her

success by sending a hand-written note or a card.

However, it’s important to remember that being genuinely interested in other

people, and expressing sincere compliments is much more effective in developing

rapport with people.


The Etiquette of Giving Compliments in Business

Social Etiquette

Group Disccussion

Study the following saying carefully and discuss with your partners. What

can you learn from it? Can you give any example for it What is the good result ﹖

for a negotiation How can you reach that? ﹖

—It is unwise to pay too much, but it is worse to pay too little. When you pay

too much, you will lose some money. However, when you pay too little, you

sometimes lose everything, because the thing you bought was incapable of doing

the things it was bought to do. The common law of business balance prohibits

paying a little and getting a lot...

—By John Ruskin (1819-1900)


大连理工大学出版社

文秘专业英语 business negotiations unit 8 study objectives...

Documents