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案例一：巧妙應(yīng)對“二次議價(jià)”的客戶

2009年南京科迪斯工藝品公司參加拉斯維加斯禮品展，展位上擺出了很多玲瓏剔透的玻璃工藝品。公司外銷經(jīng)理吳先生(英文名為Tony)和外銷員于莉(英文名為Emily)在展位上接待著各國購買者。

Tony: Hi, have a look, please

托尼：你好！進(jìn)來看看。

Kandel: OK. What’s the price of this lizard?

康德爾：好的。這只蜥蜴的價(jià)格是多少？

Tony: USD0.79 per piece FOB SHANGHAI.

托尼：每只0.79美元FOB上海。

Kandel: How many colors can it be made in?

康德爾：可以做成多少種顏色？

Tony: Any color, according to your request. As long as you tell me pantone color code.

托尼：任何顏色，根據(jù)你的要求。只要你告訴我色卡號就行了。

Kandel: How is the product packed?

康德爾：產(chǎn)品是怎么包裝的？

Tony: Each pc is wrapped by bubble paper, 12pcs per inner box, 240pcs per carton.

托尼：每只產(chǎn)品用汽泡紙包裹，12只裝入一個(gè)內(nèi)盒，240只裝入一個(gè)外箱。

Kandel: No, I need window box. Can you pack 4pcs of each item in four colors assorted in a window box, like that one/

康德爾：不，我需要開窗盒。你能每個(gè)貨號4只裝入一個(gè)像那樣的開窗盒，每盒4個(gè)顏色混裝嗎？

Tony: OK! But the costs on package will be a little higher.

托尼：好的。但是包裝成本要高一點(diǎn)了。

Kandel: I see. I will choose some other animals.

康德爾：我明白了。我再選些其他動(dòng)物。

Tony: Are you from America?

托尼：你是美國人嗎？

Kandel: No, I am from Argentina. This is my name card.

康德爾：不是，我是阿根廷人。這是我的名片。

Tony: Thank you.This is my card.

托尼：謝謝。這是我的名片。

Kandel: Now I have selected an octopus, a gold fish, an elephant, a tropical fish, a dolphin, a crocodile, a beetle and a lizard. Are these animals of the same price?

康德爾：現(xiàn)在我已選了一只章魚、一條金魚、一只大象、一條熱帶魚、一只海豚、一條鱷魚、一只甲蟲和一只蜥蜴。這些動(dòng)物的價(jià)格是一樣的嗎？

Tony: The price is the same:USD3.20 per set of 4pcs FOB SHANGHAI.

托尼：價(jià)格是一樣的：四件套3.20美元FOB上海。

Kandel: Just now you quoted USD0.79 per piece, so the price for one set should be USD3.16.

康德爾：你剛才報(bào)每只0.79美元，那么每盒應(yīng)該是3.16美元。

Tony: USD3.16 is based on bubble pack,USD3.20 is based on window box. But in order to develop Southern American markets, I accept USD3.16.

托尼：3.16美元是汽泡紙包裝，3.20美元是開窗盒包裝。但是為了開拓南美市場，我接受3.16美元。

Kandel: Thank you. Altogether there are 8 items here. For each item I want to buy 400 sets of 4pcs with four colors assorted.

康德爾：謝謝。總共8款，每款做成四件套，四色混裝，每款我訂購400套。

Tony: The quantity is too small. How about 600 sets?

托尼：數(shù)量太少了，每款訂600盒行嗎？

Kandel: Since Argentine market is small, I can not buy 600 sets for each item.

康德爾：阿根廷市場小，我不能每款買600套。

Tony: So I suggest you buy 480 sets for each item, as the standard package for these items will be 96sets per carton.

托尼：那我建議你每款訂購480套。因?yàn)檫@類產(chǎn)品的標(biāo)準(zhǔn)箱規(guī)是96套裝入一箱。

Kandel: OK！Please send me the contract after the Fair by e-mail and I will remit the deposit against the contract.

康德爾：好的。交易會(huì)結(jié)束后發(fā)合同給我。我收到合同后打訂金給你。

Tony: Do you need samples for approval?

托尼：你要確認(rèn)樣品嗎？

Kandel: Not necessary. The silver hang tags on the animals’ neck are beautiful. I want the tags be on the products.

康德爾：沒有必要。動(dòng)物脖子上的銀色掛牌很漂亮。我希望產(chǎn)品上有掛牌。

Tony: It’s our company logo. Since the products are packed in a window box, I suggest putting a sticker on PVC cover.

托尼：這是我司商標(biāo)。因?yàn)楫a(chǎn)品裝在開窗盒中，我建議在盒子的PVC蓋上貼上不干膠標(biāo)簽。

Kandel: Quite right. Do you have stickers printed your logo? I think your logo looks very nice, may I use it on my boxes?

康德爾：對的。你有印刷你們標(biāo)志的標(biāo)簽嗎？你的標(biāo)志看上去很漂亮，我可以用到我的盒子上嗎？

Tony: Sure.

托尼：當(dāng)然可以了。

Kandel: Alright.Thank you！Bye-bye.

康德爾：好的。謝謝！再見。

Tony: Thank you! Bye-bye.

托尼：謝謝！再見。

(Two days later, Kandel comes back to Tony’s booth hastily .兩天后康德爾匆匆忙忙地回到托尼的展位。)

Kandel: Hi, I came here the day before yesterday. Now I have found a big problem.

康德爾：你好！我前天來過這里。現(xiàn)在我發(fā)現(xiàn)一個(gè)大問題。

Emily: Take a seat, please. What’s the problem?

于莉：請坐。什么問題？

Kandel: Today I went to another booth nearby and found many animals like yours are shown on their shelves. The price of theirs is much lower than yours.

康德爾：今天我走到附近的一個(gè)展位，發(fā)現(xiàn)展架上展出了和你們一樣的動(dòng)物。但他們的價(jià)格比你們的價(jià)格低得多。

Emily: Really? What’s their price?

于莉：真的嗎？他們的價(jià)格是多少？

Kandel: USD2.74 per set FOB SHANGHAI.

康德爾：每套2.74美元FOB上海。

Emily: Oh, my God, such a low price！I can hardly believe my ears!

于莉：這么低的價(jià)格！我?guī)缀醪桓蚁嘈抛约旱亩洹?/p>

Kandel: This is the name card of their boss. Look at my record on the negotiation, I can not cheat you.

康德爾：這是他們老板的名片。看看我的談判記錄，我不可能欺騙你。

Emily: I am acquainted with that person. He always bits low prices to attract clients at the Fair, while he finds out all kinds of reasons to increase the price after the Fair.

于莉：我認(rèn)識那個(gè)人。他在交易會(huì)上經(jīng)常報(bào)低價(jià)來吸引客人，然而交易會(huì)后他會(huì)想出各種理由漲價(jià)。

Kandel: This is their bottom price. I asked them to quote their best price。

康德爾：這個(gè)價(jià)格是他們的底價(jià)。我叫他們報(bào)好的價(jià)格。

Emily: Are you sure that the size of our products is the same as theirs？

于莉：你能確信他們的產(chǎn)品尺寸和我們的一樣嗎？

Kandel: The size is exactly the same. But the surface of your products is better. I want to do business with you, not that company, so could you give me your best price?

康德爾：尺寸是一模一樣的，但是你們的產(chǎn)品外表好看些。我還是想與你們，而不是那家公司做生意，你能報(bào)給我你們的低價(jià)嗎？

Tony: (With a sigh) There are so many competitors here, so I always offer my best prices at the Fair. Let me calculate it again。(After a moment) Our rock-bottom price is USD2.82 per set FOB SHANGHAI.

托尼：(嘆了一口氣)這么多競爭對手集中在這兒，我在展會(huì)上總是報(bào)我們好的價(jià)格。我再來算一下。(過了一會(huì)兒)我們的低價(jià)是每套2.82美元FOB上海。

Kandel: OK. I am already satisfied with it. Thank you!

康德爾：好。我已經(jīng)比較滿意這個(gè)價(jià)格了。謝謝！

案例評析

1.國際市場多元化是許多外貿(mào)公司追求的目標(biāo)之一。因此，本案例中阿根廷客戶下的訂單雖然不大，科迪斯公司也接受了。

2.品牌策略是許多公司越來越重視的內(nèi)容。然而品牌之路不好走，要付出很多金錢和艱辛。科迪斯公司考慮到此次產(chǎn)品上貼自己的商標(biāo)進(jìn)入阿根廷市場，所以接受了客戶的還價(jià)。

3.在展會(huì)上參展商云集，國外客戶能夠很輕易地接觸眾多參展商，這就為砍價(jià)提供了便利。少數(shù)參展商在展會(huì)上亂報(bào)價(jià)，引起同行“血拼”，使得中國產(chǎn)品在國際市場上賣不出好價(jià)格。中國的行業(yè)協(xié)會(huì)應(yīng)盡快發(fā)揮應(yīng)有的作用，制止這種擾亂市場秩序的行為。