The First Negotiation（一）初次过招
Dan Smith是一位美国的健身用品经销商，此次是Robert Liu第一回与他交手。
D: I"d like to get the ball rolling(开始)by talking about prices.
R: Shoot.(洗耳恭听)I"ll be happy to answer any questions you may have.
D: Your products are very good. But I"m a little worried about the prices you"re asking.
R: You think we are asking for more?(laughs)
D: (chuckles吃吃地笑) That"s not exactly what I had in mind. I know your research costs are high, but what I"d like is a 25% discount.
R: That seems to be a little high, Mr. Smith. I don"t know how we can make a profit with those numbers.
D: Please, Robert, call me Dan. (pause) Well, if we promise future business—volume sales(大笔交易)—that will slash your costs(大量减低成本)for making the ExecUciser, right?
R: Yes, but it"s hard to see how you can place such large orders. How could you turn over so many? (pause) We"re need a guarantee of future business, not just a promise.
D: We said we wanted 1000 pieces over a sixmonth period. What if we place orders for twelve months, with a guarantee?
R: If you can guarantee that on paper, I think we can discuss this further.
Price Negotiation（二）价格谈判
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，尽量探出对方的底线。
R: Even with volume sales, our coats for the ExecUCiser won"t go down much.
D: Just what are you proposing?
R: We could take a cut(降低)on the price. But 25% would slash our profit margin(毛利率). We suggest a compromise—10%.
D: That"s a big change from 25! 10 is beyond my negotiating limit. (pause) Any other ideas?
R: I don"t think I can change it right now. Why don"t we talk again tomorrow?
D: Sure. I must talk to my office anyway. I hope we can find some common ground(共同点)on this.
Next Day
D: Robert, I"ve been instructed to reject the numbers you proposed, but we can try to come up with some thing else.
R: I hope so, Dan. My instructions are to negotiate hard on this deal—but I"m try very hard to reach some middle ground(互相妥协).
D: I understand. We propose a structured deal(阶段式和约). For the first six months, we get a discount of 20%, and the next six months we get 15%.
R: Dan, I can"t bring those numbers back to my office——they"ll turn it down flat(打回票).
D: Then you"ll have to think of something better, Robert.
Signing an Agreemet（三）签订和约
Dan上回提议前半年给他们二成折扣，后半年再降为一成半，经Robert推翻后，Dan再三表示让步有限。
R: How about 15% the first six months, and the second six months at 12%, with a guarantee of 3000 units?
D: That"s a lot to sell, with very low profit margins.
R: It"s about the best we can do, Dan. (pause) We need to hammer something out （敲定）today. If I go back emptyhanded, I may be coming back to you soon to ask for a job. (smiles)
D: (smiles) O.K., 17% the first six months, 14% for the second?!
R: Good. Let"s iron out（解决）the remaining details. When do you want to take delivery（取货）?
D: We"d like you to execute the first order by the 31st.
R: Let me run through this again: the first shipment for 1500 units, to be delivered in 27 days, by the 31st.
D: Right. We couldn"t handl much larger shipments.
R: Fine. But I"d prefer the first shipment to be 1000 units, the next 2000. The 31st is quite soon—I can"t guarantee 1500.
D: I can agree to that. Well, if there"s nothing else, I think we"ve settled everything.
R: Dan, this deal promises big returns（赚大钱）for both sides. Let"s hope it"s the beginning of a long and prosperous relationship.
Processing Negotiation(四) 加工谈判
今天Robert的办公室出现了一个生面孔Kevin Hughes，此人代表美国一家运动产品公司，专程来寻找加工。接洽的加工产品市运动型“磁质石膏护垫”，受伤的运动员包上这种产品上场比赛，即可保护受伤部位，而且不妨碍活动。
R: We found your proposal quite interesting, Mr. Hughes. We"d like to weigh the pros and cons（衡量得失）with you.
K: Mr. Robert Liu, we"ve looked all over Asia for a manufacturer; your company is one of the most suitable.
R: If we can settle a number of basic questions, I"m confident in saying that we are the most suitable for your needs.
K: I hope so. And what might be the basic questions you have?
R: First, do you intend to take a position in（投资于……）our company?
K: No, we dont, Mr. Liu. This is just OEM.
R: I see. Then, the most important thing is the size of your orders. We"ll have to invest a great deal of money in the new production process.
K: If you can guarantee continuing quality, we can sign a commitment for 75,000 pieces a year, for five years.
R: At U.S.1000 a piece, we"ll make an average return of just 4%. That"s too great a financial burden for us.
K: I"ll check the number later, but what do you propose?
R: Here"s how you can demonstrate commitment to this deal. Make it ten years, increase the unit price, and provide technology transfer.
Gain and Loss in Negotiation (五) 谈判得失
Robert在前面的谈判最后提出签约十年的要求，Kevin会不会答应呢？如果答案是否决的话，Robert又有什么打算？他一心为公司的利益打算，极力争取技术转移地协定，而对方会甘心出让此项比金钱更珍贵的资产吗？
K: We can"t sign any commitment for ten years. But if your production quality is good after the first year, we could extend the contract and increase our yearly purchase.
R: That sounds reasonable. But could you shed some light on（透露）the size of your orders?
K: If we are happy with your quality, we might increase our purchase to 100,000 a year, for a twoyear period.
R: Excuse me, Mr. Hughes, but it seems to me we"re giving up too much in this case. We"d be giving up the fiveyear guarantee for increased yearly sales.
K: Mr. Liu, you"re got to give up something to get something.
