如何開展價格協(xié)商Pricenegotiation《跨境電商實用英語》目錄Contents01Contentsofpricenegotiationletter02FivetipstoNegotiateThroughEmail04Summary小結(jié)價格協(xié)商郵件的內(nèi)容郵件協(xié)商的五條建議Samplesofpricenegotiationemail03價格協(xié)商郵件的范例01郵件協(xié)商的五條建議FivetipstonegotiatethroughemailRecognizetheefficiencyandlimitations對于用電子郵件進行交易談判，我們愛恨交加。有時我們喜歡電子郵件的高效性,但人們通常瀏覽、略讀甚至不看電子郵件，即時我們花了大量精力準備。學習有效地使用電子郵件，認識其局限性很重要。

Wehavethesamelove-haterelationshipwithusingemailtonegotiatedeals.Sometimeswelovehowefficientemailisandyetweknowpeoplewillnormallyskim,scanorevenignoretheemailwhichwehavepreparedwithgreateffort.It’simportanttorecognizeitslimitationswhenlearningtouseemaileffectively.正視郵件效率以及局限性Recognizetheefficiencyandlimitations郵件交流勢必將存在。我們不可能與所有的客戶面對面交流。因此我們可以通過應(yīng)如下五個技巧來提高技能。

Emailnegotiationsareheretostay.It’simpossibletoreachallthecustomersface-to-face.Sowecanimproveourskillsbyapplyingfivetipsasfollows.正視郵件效率以及局限性Recognizetheefficiencyandlimitations正視郵件效率以及局限性13524Useemailstogetherwiththephone,videoorface-to-facemeetings.要把電子郵件與電話聯(lián)系、視頻或面對面會議結(jié)合使用。Createsubjectlinescarefully.要精心制作郵件主題。Structureyouremailclearlyforimpact.要使郵件結(jié)構(gòu)有力。Engagethebuyerinaconversation.要吸引買家參與對話。Makeeffectivetrade-offs.采取有效的折衷方案。Useemailstogetherwiththephone,videoorface-to-facemeetings要把電子郵件與電話聯(lián)系、視頻或面對面會議結(jié)合使用。We’lllosemorethan50%ofourdealswhenwenegotiateexclusivelyusingemail.1當我們僅使用電子郵件進行談判時，我們將損失超過50％的交易。Useemailstogetherwiththephone,videoorface-to-facemeetings要把電子郵件與電話聯(lián)系、視頻或面對面會議結(jié)合使用。EmailPhone1Thekeytotheirsuccessistoknowwhentheyhadtousethephone他們成功的關(guān)鍵是知道何時需要使用電話Useemailstogetherwiththephone,videoorface-to-facemeetings要把電子郵件與電話聯(lián)系、視頻或面對面會議結(jié)合使用。VideoorFace-to-facemeetings開展視頻或者面對面的交談。EmailPhone1orstartavideo,orface-to-faceconversation.Createsubjectlinescarefully精心制作郵件主題Subjectlines郵件主題201人們通常會瀏覽和掃視電子郵件，因此您的電子郵件與要點便于快速瀏覽。Peoplenormallyskimandscanemail,soMakeiteasytoskimyouremailandgetthemainpoints.主題是您給他人的第一印象。Subjectlinesareyourfirstimpression.02Structureyouremailclearlyforimpact要使郵件結(jié)構(gòu)有力Clearlystructureyouremailstomakeiteasyforthebuyertofollowthebackandforthnegotiationprocess.Thentalkaboutonlyonetopicperparagraph.Youmayevenwanttonumberyourparagraphs.您電子郵件要結(jié)構(gòu)清晰，使買方可以輕松參與來回協(xié)商對話。每個段落只討論一個主題。您甚至可以為段落編號。3Engagethebuyerinaconversation要讓買家開展對話Negotiationisallabouttheconversation.Itrequiresalotofback-and-forthconversationstogettothefinaldeal.Askthebuyerquestionsbeforedumpingdataorthrowingoutdataoraproposal.Getaconversationstartedthatcouldhelpyoulearnaboutwhatthebuyerthinksisimportant.談判就是談話。這需要大量的來回對話才能達成最終協(xié)議。在發(fā)送資料或建議之前，請詢問買家問題。開展對話，可以幫助您了解買方的重要想法。4Makeeffectivetrade-offs采取有效的折衷方案Atradeoffisamutualexchangeofvalue.Timesaretough;marginsaretightandcompanieswantmorefromyourcompany.Tobalanceallthecompetingdemandswithsoundbusinessjudgment,makeatradeoff.折衷是相互交換價值。形勢艱難，利潤微薄，公司希望從您的公司獲取更多收益。為了平衡所有競爭需求，做出合理的業(yè)務(wù)判斷，需要進行折衷。5Makeeffectivetrade-offs采取有效的折衷方案Beforeyoucanmakeatradeoffthough,youhavetoknowwhatyouarewillingtoofferthecustomerandwhatyouneedfromthecustomerinreturntomakeitamutualexchange.但是，在進行折衷之前，您必須知道您愿意為客戶提供什么，以及您需要從客戶那里得到什么，以使其相互交換。5Makeeffectivetrade-offs采取有效的折衷方案Ifyoudon’tknow,takeaminutetothinkaboutit.Itcouldsaveyoualotofmoneyinpriceconcessions!如果您不知道，請花一點時間考慮。它可以為您得到價格優(yōu)惠，省許多錢！502價格磋商郵件內(nèi)容Contentsofpricenegotiationletter表達你的謝意闡明你的觀點進行還價說說過去您和供應(yīng)商的業(yè)務(wù)禮貌而積極地結(jié)束郵件PriceNegotiationLetter價格協(xié)商郵件ExpressyourThanksExplainyourPositionMakeacounter-offerStatepastbusinessgiventothesupplierClosetheletterpolitelyandpositively!15432Contentsofpricenegotiation價格協(xié)商郵件的內(nèi)容Expressyourthanksforwhatthesupplierhasdone.對供應(yīng)商所做的一切表示感謝表達你的謝意很重要，它將在整封信中樹立積極、禮貌與專業(yè)的語氣。贊美供應(yīng)商的建議和電子郵件，由此整個信件是積極而專業(yè)的。如果供應(yīng)商不能滿足客戶要求的折扣，那么客戶會很好地概述他可能要采取的行動方案。Thank-youexpressionisimportantandwillsetapositive,polite&professionaltonethroughouttheletter.Praisethesupplierfortheproposalandtheemail.Inthisway,thewholeletterispositiveandprofessional.Ifthesuppliercannotaccommodatethediscountaskedbytheclient,thentheclientnicelyoutlinesthepossiblecourseofactionheneedstotake.1Contentsofpricenegotiation價格協(xié)商郵件的內(nèi)容ExplainyourPosition闡明你的觀點Thisisusuallyhighlightedinthesecondpartoftheletter,tellhowthesellerwouldliketoworkwiththesupplieretc.Statereasonsforyouracceptanceornon-acceptancetotaketheoffer.這通常在信件的第二部分中突出顯示，告訴賣方如何與供應(yīng)商合作等。說明您接受或不接受要約的原因。2Contentsofpricenegotiation價格協(xié)商郵件的內(nèi)容Makeacounterofferorsuggestotheropportunitiestodobusinesstogether還價或建議其他機會共同開展業(yè)務(wù)Givethesupplierwhatpriceandwhatdiscountyouwouldliketoaccept.Whentonegotiateadiscount,alwaysgoontheoddnumbers,3,6,7,9%andsoon.Neveraskfor5,10,15%andsoon.Ifyourindustryoperatesonlowmarginsitwouldbefinetogoon2.5%,3.5%andsoon.給供應(yīng)商您要接受的價格和折扣。協(xié)商折扣時，請始終使用奇數(shù)，3、6、7、9％等。永遠不要索要5、10、15％，依此類推。如果您的行業(yè)以低利潤率運營，則可以繼續(xù)選擇2.5％，3.5％等。3Contentsofpricenegotiation價格協(xié)商郵件的內(nèi)容Makeacounterofferorsuggestotheropportunitiestodobusinesstogether還價或建議其他機會共同開展業(yè)務(wù)Whenyouaskforanoddnumberitshowsthatyouhavecarefullyevaluatedtheproposalofthesupplierandconsideredyourbudget.當您要求一個奇數(shù)時，表明您已經(jīng)仔細評估了供應(yīng)商的建議并考慮了您的預(yù)算。3Contentsofpricenegotiation價格協(xié)商郵件的內(nèi)容Statepastbusinessgiventothesupplier&possiblefuturebusiness.說明過去提供給供應(yīng)商的業(yè)務(wù)以及可能的未來業(yè)務(wù)Mentionthepossiblebenefitsassociatedwiththereader’sconcessionandencouragehimtotakeaction.Becarefulthatwhenyouindicatetheprospectforfuturebusinessyouarenon-committalasyoudonotknowwhetheryouwillbeabletogivefuturebusinessornot.Wheneverindoubt,simplyrefertopastbusinessasapossibletrendforfuturebusiness.提及讀者讓步可能帶來的好處，并鼓勵他采取行動。請注意，當您指出未來業(yè)務(wù)的前景時，您將不置可否，因為您不知道自己是否能夠開展未來業(yè)務(wù)。如有疑問，只需將過去的業(yè)務(wù)稱為未來業(yè)務(wù)的可能趨勢。4Contentsofpricenegotiation價格協(xié)商郵件的內(nèi)容Closetheletterpolitelyandpositively禮貌而積極的結(jié)尾LetthesupplierKnowwhatwouldhappenifhewillnotnegotiateonprice.Inourcasewementionedthatwewouldhavetoopenthistosomeothersuppliers.讓供應(yīng)商知道如果他不就價格進行談判將會發(fā)生什么。如在某些案例中，將會提到把訂單必須向某些其他供應(yīng)商開放。503價格協(xié)商郵件的樣例SamplesofpricenegotiationemailUsefulsentences常用句型Thisisthemostfavorablepricewecanoffer.Thisitemispricedhigherbecauseofitssuperiorqualityanduniquedesign.

這是我們所能提供的最優(yōu)價格。這款產(chǎn)品因為質(zhì)量上乘，設(shè)計獨特，定價較高。Sincetherawmaterialsincrease,thepricecan’tremainthesameasbefore.

因為原材料上漲，我們不能保持原價。Comparedwithothersellers,ourpriceisveryreasonable.

與其他賣家相比，我們價格很合理。Weappreciateyourpromptresponsetoourenquiryandwouldliketotakethisopportunitytoconcludesometransactionswithyou.感謝您及時答復(fù)我們的詢問，并希望借此機會與您達成一些交易。Usefulsentences常用句型Consideringyou’reourVIPbuyer,

we

are

ready

to

make

a

concession.考慮到您是我們的貴賓客戶，我們愿意做出讓步。Inthefutureyourflexibilityinyouroffershouldresultinfuturebusinessforyouandyourorganization.將來您在報價方面的彈性會為您和您公司帶來未來業(yè)務(wù)。Ifthetotalamountsto$300,youcanenjoyextra15%off.如果總價達到$300,您可以享受額外15%的折扣。I’mafraidthatthereisnoroomtobargainforabetterprice.恐怕價格沒有商量的余地了。1Usefulsentences常用句型Let’smeeteachotherhalfway.I’llgrantyouroffer-additional10%off.讓我們各讓一步。我同意您的提議，再加10%的折扣。Wecanplacealargeorderifyoucancutthepriceto$10/piece.如果您可以降到每件$10,我們會下個大單。Canyoulowerthepricealittlebitifwemakeabulkorder?Wehopethatyoucanreduceyourpriceby9.5%.倘若大量訂購，貴方可否適當降低價格？Wecannotreducethepriceanymoresinceit’salmostclosetothecost.我們再不能減價因為已經(jīng)接近成本。Samplesofpricenegotiationemail價格協(xié)商郵件的樣例Sample1DearSir,ThankyouverymuchandwehavereceivedyourletterofOctober20thconcerningthesampleof“Grace”brandblouse.Tobecandidwithyou,wethinkthatyourblousesareofgoodquality,butyourpriceappearstobeonthehighside.YouknowtherearemanymanufacturersthatproducesimilarblousesinEurope.Thepricesareabout15%lowerthanyours.Inthiscase,wehopethatyoucanreduceyourpriceby9.5%.OurorderisvaluedataboutUS$40000.Yourconcessionisveryworthy.Welookforwardtoyourearlyreply.Yoursfaithfully,Anna親愛的先生，非常感謝您，我們已收到您10月20日有關(guān)“Grace“品牌上衣樣品的信。坦率地說，我們認為您的襯衫質(zhì)量很好，但價格似乎偏高。您知道歐洲有很多生產(chǎn)類似襯衫的制造商。價格比您的價格低約15％。在這種情況下，我們希望您可以將價格降低9.5％。我們的訂單價值約40000美元。您的讓步非常值得。我們期待您的早日答復(fù)。您忠誠的，安娜Samplesofpricenegotiationemail價格協(xié)商郵件的樣例Sample2DearSir,ThankyouforyourletterofMarch31offeringusyourvehicles.Tobehonest,welikeyourproducts,butyourpriceisalitterhighercomparedwiththoseofotherproducers.Itisunderstoodthattoacceptyourpricewouldleaveuslittleornoprofitmargin.Therefore,wewould,suggestyoumakesomeallowance,say7%onyourquotedpricessoastoenableustointroduceyourproductstoourcustomers.If,however,youcannotdoso,thenweshallhavenoalternativebuttoleavethebusinessasitis.Wehopeyouwillconsiderourcounter-offerfavorablyandletushaveyouracceptancebytelex.Itmayinterestyoutoknowthatonceyouhaveopenedupamarkethere,youwouldhaveeveryadvantageofdevelopingabeneficialtradeintheUK.Yourssincerely,MorganFreeman親愛的先生，感謝您3月31日的車輛報價信函。老實說，我們喜歡您的產(chǎn)品，但是您的價格比其他生產(chǎn)商高。據(jù)了解，接受您的價格將給我們留下很少或沒有利潤。因此，我們建議您對報價進行一些折讓，例如說7％，以使我們能夠向您的客戶介紹您的產(chǎn)品。但是，如果您不能這樣做，那么我們別無選擇，只能保持現(xiàn)狀。我們希望您會考慮我們的還價，并讓通過電傳通知方。您會有感興趣。一旦您在這里開辟了一個市場，您將擁有在英國發(fā)展有利貿(mào)易的所有優(yōu)勢。此致，摩根·弗里曼Samplesofpricenegotiationemail價格協(xié)商郵件的樣例Sample3DearMark,Thankyouforyourproposal.Iandmyteamarehappywiththewholeproposal,butthere’soneissuewhichwillprobablystopusfromgivingthiscontracttoyou.

OurVicePresidenthasgivenusaspecificbudgetforthiscontractandinstructedourcontractsteamtogetanother3quotesfromothersuppliers,whohadacompetitivepricingquoted.OnmysideImanagedtoconvincehimthatinthepastyouhavedoneaverygoodjob.Ipromisedhimthatwearegoingtogetthiscontractwithinthebudgetthathegave.親愛的馬克，謝謝您的方案。我和我的團隊對整個方案感到滿意，但是有一個問題可能會阻止我們將合同交給您。

我們的副總裁給了我們這份合同的明確預(yù)算，指示我們的合同團隊從其他供應(yīng)商獲得另外3個報價，這些價格很具競爭力。在我這邊，我設(shè)法使他了解你們過去一直做得很好。我向他保證，我們將在他預(yù)算范圍內(nèi)簽訂這份合同Samplesofpricenegotiationemail價格協(xié)商郵件的樣例Sample3AgainIpersonallywouldlovetohaveyouasoursupplier.Buttodothiswewouldneedyourpricetobetter.Yourpriceshouldbe5.5%loweratafinalpriceofUSD257,300.Ifyoucannotofferthisprice,I’mafraidthatwewouldhavetolookatgettingothersuppliersforthisjob.

AgainIhopeandtrusttogetyouracceptanceofthisofferfromourside.ItrustyouunderstandwehavebeenloyalclientstoyouLookingforwardtohearingfromyouby23June.BestRegardsDavid再次，我個人很想讓您成為我們的供應(yīng)商。但是要做到這一點，我們需要您的價格更好。您的價格應(yīng)降低5.5％，最終價格為257,300美元。如果您不能提供這個價格，恐怕我們將不得不尋求其他供應(yīng)商來完成這項工作。

我再次希望并相信您能接受從我方的報價。我相信您明白我們一直以來是您的忠實客戶。期待在6月23日前收到您的來信。最好的祝福大衛(wèi)32價格協(xié)商信函模板Sample1DearSir,ThankyouverymuchandwehavereceivedyourletterofOctober20thconcerningthesampleof“Grace”brandblouse.Tobecandidwithyou,wethinkthatyourblousesareofgoodquality,butyourpriceappearstobeonthehighside.YouknowtherearemanymanufacturersthatproducesimilarblousesinEurope.Thepricesareabout15%lowerthanyours.Inthiscase,wehopethatyoucanreduceyourpriceby9.5%.OurorderisvaluedataboutUS$40000.Yourconcessionisveryworthy.Welookforwardtoyourearlyreply.Yoursfaithfully,Anna親愛的先生，非常感謝您，我們已收到您10月20日有關(guān)“Grace”品牌上衣樣品的信。坦率地說，我們認為您的襯衫質(zhì)量很好，但價格似乎偏高。您知道歐洲有很多生產(chǎn)類似襯衫的制造商。價格比您的價格低約15％。在這種情況下，我們希望您可以將價格降低9.5％。我們的訂單價值約40000美元。您的讓步非常值得。我們期待您的早日答復(fù)。您忠誠的，安娜ExpressyourThanksStateyourpositionMakecounterofferClosetheletterpolitelyandpositively33Sample2DearSir,ThankyouforyourletterofMarch31offeringusyourvehicles.Tobehonest,welikeyourproducts,butyourpriceisalitterhighercomparedwiththoseofotherproducers.Itisunderstoodthattoacceptyourpricewouldleaveuslittleornoprofitmargin.Therefore,wewould,suggestyoumakesomeallowance,say7%onyourquotedpricessoastoenableustointroduceyourproductstoourcustomers.If,however,youcannotdoso,thenweshallhavenoalternativebuttoleavethebusinessasitis.Wehopeyouwillconsiderourcounter-offerfavorablyandletushaveyouracceptancebytelex.Itmayinterestyoutoknowthatonceyouhaveopenedupamarkethere,youwouldhaveeveryadvantageofdevelopingabeneficialtradeintheUK.Yourssincerely,MorganFreeman

價格協(xié)商信函模板親愛的先生，感謝您3月31日的車輛報價信函。老實說，我們喜歡您的產(chǎn)品，但是您的價格比其他生產(chǎn)商高。據(jù)了解，接受您的價格將給我們留下很少或沒有利潤。因此，我們建議您對報價進行一些折讓，例如說7％，以使我們能夠向您的客戶介紹您的產(chǎn)品。但是，如果您不能這樣做，那么我們別無選擇，只能保持現(xiàn)狀。我們希望您會考慮我們的還價，并讓通過電傳通知方。您會有感興趣。一旦您在這里開辟了一個市場，您將擁有在英國發(fā)展有利貿(mào)易的所有優(yōu)勢。此致，摩根·弗里曼ExpressyourThanksStateyourpositionMakecounterofferClosetheletterpolitelyandpositivelyDearMark,Thankyouforyourproposal.Iandmyteamarehappywiththewholeproposal,butthere’soneissuewhichwillprobablystopusfromgivingthiscontracttoyou.OurVicePresidenthasgivenusaspecificbudgetforthiscontractandinstructedourcontractsteamtogetanother3quotesfromothersuppliers,whohadacompetitivepricingquoted.

OnmysideImanage