第17 课你来我往价格战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；但在折扣方面则希望Robert能继续维持强硬的态度，尽量探出对方的底限。就在这七上八下的价格翘翘板上，双方是否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: 即使是大量销售，我们的‘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。但是七五折会过度削低我们的毛利。我们建议双方各让一步－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。这样吧，我们何不明天再谈？

D: 可以。反正我也得和公司方面讨论一下。希望我们能够达成共同协议。

R: (次日)Robert，奉上头指示，我得否决你所提的折扣，但我们还是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: 我了解。那么我们提议阶段式的协议。前半年先给我们八折，后半年，则打八五折。

D: 我没办法向公司报告这样的数字－－他们一定会打回票的。

R: 那你就得想出更好的法子啰！

短语解说

take a cut 接受削减

"take"在此解释为‘接受、选择’，等于accept"；cut"在此作名词，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.

我们需要大家接受减薪，否则公司只好解雇一些人了。

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‘共同’；"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.

就收入方面的协议而言，我们持有相同的意见。

reach some middle ground 达成折衷；互相协调

"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，唯待双方抵达中央交会处，才能进行协商，引申为‘折衷协调’。

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，如果我们能达成折衷，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"可能只规定一种价格。

We offered the agent a structured deal to make it easier for him to agree.

我们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" 这个动词词组有‘拒绝’的意思；"flat" 在这里是副词，为‘绝对地、断然地’之意，是加重语气的字。

When he asked us to pay cash, we turned him down flat.

当他要我们付现金时，我们就直截了当地拒绝。