成為談判高手——使用獨立的標準 Using Independent Standards

使用獨立的標準　Using Independent Standards

要避免在談判中因為利益抵觸而導致的僵局（deadlock），一副靈丹妙藥就是堅持使用（insist on）公認的、獨立的標準。用普遍接受的、公認的、客觀的標準來證明自己所要的并不是信口開河，對方的條件與“標準”有差距，從而促使對方進行調整。

談判前要做足功課，了解市場行情，將相關數(shù)據(jù)記錄下來，談判時可以隨時調用。

☉Let’s take a look at what’s standard market value for these items.

讓我們看看這些貨的市場行情價。

☉How much would we end up paying if we bought them from any other supplier?

如果我們從其他供貨商那里買貨到底要付多少錢呢？

☉The going-rate for……these days is……

目前……的常規(guī)價是……

☉What’s the Blue Book value?

藍皮書的價格是多少？

☉I’m offering market value prices.

我給的是市場行情價。

☉Take a look at comparable markets.You won’t find a better deal.

看下同類型的市場，沒有比這更好的了。

☉I’m offering what’s fair.

我給出的本身就是公平合理的。

買方的標準

作為買方，可以通過市場行情調研（marketing research）或者通過別的供貨商的報價來判斷賣方給的價格是否合理。

☉The average listing on comparable properties within a 10-kilometer radius of the property you are offering is 20%lower than your asking price. Considering the market, don't you agree a discounted price would be more fair?

半徑10千米以內同類型的房地產(chǎn)價要比您的要價平均低20%，考慮到市場情況，您不覺得應該便宜些才會更合理嗎？

☉We’ve received quotations from several other suppliers for products similar to what you've offered. We'd rather work with you, so do you think you can match their prices and give us a fair deal?

我們也收到了一些與你方產(chǎn)品相類似的其他供貨商的報價。我們比較傾向于和你們合作，所以您看你們能不能向他們的價格看齊，從而給我們一個公平的待遇？

☉Similar quality items usually go for$20 per unit.Do you think you could reconsider your price quotation to reflect the current market?

同類型的產(chǎn)品價格一般是每件20美元，您不覺得應該重新考慮您的價格以便符合市場行情嗎？

☉I think$50 per unit is more than fair.According to Consumer Reports, the industry standard is between$30 to$60，$60 is high-end.

我覺得每件50美元更合理。根據(jù)《消費者報告》，行業(yè)標準是30美元到60美元之間，60美元就是高端了。

尋找準則

貫徹公正原則時需要找到雙方（both sides）都能認可的獨立標準。比如行業(yè)普遍通行的報價、知名企事業(yè)或政府機構的證明等。

☉Kelley Blue Book reports the 2003 Mini Cooper to be worth$11，000 with private party sale. Since you're asking more than the Blue Book value, can you tell me why?

《凱利藍皮書》（美國最受歡迎的新車和舊車信息來源）報告說，2003年迷你旋風從私人處購買的價格是11，000美元。您要的價格比藍皮書上的還貴，您說這是為什么？

☉The Consumer Reports published pricing is$800 per unit.I expect no less than what is fair.

公開出版的《消費者報告》標價是每件800美元，我要的是公平合理。

☉According to the national standard, all units must be equipped with stainless steel appliances.

根據(jù)國家標準，所有的都必須配備不銹鋼家電。

理智

堅持標準時要求理智（rational）而非情緒化（emotional），因此自制必不可少。一些成功的談判者在整個談判過程中都能保持耐心和平穩(wěn)的情緒。

A：$35 per unit?That's absolutely outrageous！That's flat out robbery！

B：I understand you might feel my price is unreasonable, but let's take a look at what is standard for the industry right now. According to third-party marketing research, you can see the going rate for similar items is$40 per unit.I have given you a break on the price, but I simply can't offer you any more of a discount.I hope you can understand.

A：每件35美元？太荒謬了！這簡直就是明目張膽地搶劫！

B：我理解您可能覺得我的價格有些不合情理，但是讓我們看一下現(xiàn)在的行業(yè)標準。根據(jù)第三方市場調查，您會看到類似的項目費率是每件40美元。在價格上我已經(jīng)做出突破了，我無法再給任何更多的折扣了，我希望您能夠理解。

總結

談判到了雙方僵持不下時，可以設法找一個“說了算”的標準來參照。如果能夠找到一個獨立的、客觀且有說服力的標準來證明對方的出價不合理，就有可能打破僵局。迫使別人讓步需要耐心，而非情緒化。

Words　單詞表

appliances家電

appraisal評價，鑒定

comparable比擬，類似的

expensive昂貴的

outrageous豈有此理，不像話

refurbish翻新

several幾個，若干

similar類似，相似

stainless steel不銹鋼

standard標準

third-party第三方

unfortunately不幸地；不巧地

upkeep修理，保養(yǎng)

vender賣主，銷售者

Phrases　短語表

ask price詢價，要價

discounted price折扣價

find a deal找出辦法

flat-out坦白的；直率的

give（sb）a（fair）deal公平對待（某人）

yield results取得成功/成果

go for（sth）贊成（某事）

going rate現(xiàn)行利率

market value市場價格

match a price匹配價格/價格調整到一致

match quality品質配對，匹配品質

be equipped with配備

offer a price報價，出價

since you're（doing sth）既然你（做某事）

take a dive暴跌，突然降價

give a break（on a price）（在價格上）做出突破

flat-out robbery明目張膽地搶劫

these days目前，現(xiàn)在

實景對話1

A：I received your quotation. Unfortunately, the price you offer seems much more expensive than we can go for right now. We've received quotations from several other suppliers for products similar to what you've offered.We'd rather work with you, so do you think you can match their prices and give us a fair deal?

B：I'm sorry, but I will have to stand by the numbers I sent you in the quotation. I'm offering market value prices.I'm offering what is fair.

A：Take a look at the information. You'll see that the price they offer is only$20

per unit. That's half of what you want！

B：Okay, well, I will offer you a deeper discount of$35 per unit. Take a look at comparable markets. You won't find a better deal.The level of quality you will get from other venders can't match ours.

A：$35 per unit?That's absolutely outrageous！That's flat-out robbery！

B：I understand you might feel my price is unreasonable, but let's take alook at what is standard for the industry right now. According to third-party marketing research, you can see the going rate for similar items is$40 per unit.I have given you a break on the price, but I simply can't offer you any more of a discount.I hope you can understand.

A：我收到了您的報價。不幸的是您出的價格與我們目前所能接受的相去甚遠。

我們也收到了一些與你們的產(chǎn)品相類似的其他供貨商的報價。我們比較傾向于和你們合作，所以您看你們能不能向他們的價格看齊，從而給我們一個公平的待遇？

B：不好意思，對于寄給您的報價中的數(shù)字我無法調整。我現(xiàn)在給的就是市場行情價。我給的本身就是公平的。

A：通過這些信息，您就能看到他們的出價是每件僅20美元，是您要價的一半！

B：那好吧，我愿意給一個更優(yōu)惠的折扣，每件35美元。看一下類似的市場，您找不到更好的了。我們的質量水準是別的賣家無法匹敵的。

A：每件35美元？太荒謬了！這簡直就是明目張膽地搶劫！

B：我理解您可能覺得我的價格有些不合情理，但是讓我們看一下現(xiàn)在的行業(yè)標準。根據(jù)第三方市場調查，您會看到類似的項目費率是每件40美元。在價格上我已經(jīng)做出突破了，我無法再給更多的折扣了，希望您能夠理解。

實景對話2

A：To be honest, I am very interested in negotiating with you on this property. However, the asking price seems a little unreasonable.The average listing on comparable properties within a 10-kilometer radius of the property you are offering is 20%lower than your asking price.Considering the market, don't you agree a discounted price would be more fair?

B：The going-rate for properties such as this these days is$400，000. Wehad the place appraised.The listed price reflects the value assigned by the appraiser.

A：What was the timeline on the appraisal?It was over a year ago！Since the current market has just taken a nose-dive, I wonder if a more recent appraisal would yield similar results. Since you're asking more than the going rate, can you tell me why?

B：The property has excellent upkeep and has just be refurbished with all new stainless steel appliances. Consumer Reports published pricing on such units would indicate a higher value.Take a look at comparable properties.You won't find a better deal.

A：According to the national standard, all units must be equipped with stainless steel appliances. I still think we need to reach agreement on a lower price.

A：坦率地說，我很愿意和您就這套房產(chǎn)進行談判。但是，要價有些不合情理。

半徑10千米以內同類型的房地產(chǎn)價要比您的價格平均低20%?？紤]到市場情況，您不覺得便宜些才會更合理嗎？

B：當前類似的不動產(chǎn)的費率是40萬美元。我們曾對這塊地方進行過評估，單子上的金額是經(jīng)過評估師確認的價值。

A：是什么時間的評估？是一年多以前的！最近市場行情暴跌，我想知道再一次評估的話是否會得出類似的結果。您所要的比市場行情高，您能否告訴我是為什么呢？

B：這套房產(chǎn)保養(yǎng)極佳，翻新時配備的是全套的不銹鋼家電。剛出版的《消費者報告》上說此類型應有更高的價值。您可以看一下同類型的房產(chǎn)，沒有比這更好的了。

A：根據(jù)國家標準，所有房產(chǎn)必須配備不銹鋼家電。我仍然覺得我們只有以更低的價格才能達成協(xié)議。