商务英语UnitNegotiatingthePrice专题培训市公开课一等奖百校联赛特等奖课件.pptx

Learning Objectives Understand the price in international business Talking about price adjustments,discounts and concessions Understanding the techniques in price negotiation Writing counter-offer letters第1页 Follow-up Practice Writing Task第2页We need to discuss some questions about what we are going to learn in this unit.Sure,thatll help us understand better about what we are asked to do.第3页1.Match the following currencies with their abbreviations.CURRENCIES ABBREVIATIONSCanadian Dollar RMB New Zealand Dollar SFrHong Kong Dollar EURSwiss Franc Dollar CADEuro Dollar SGD Great Britain Pound USDSingapore Dollar AUD Japanese Yen NZDRenminbi HKDAustralian Dollar GBP US Dollar JPY第4页Currency NameBuying RateCash Buying RateSelling Rate800.03793.03.803.23484.67474.45488.566.8156.67136.8697702.6687.79708.25592.24579.75597985.2964.43993.12503.72507.771424.321393.311434.76103.08102.35103.57BOC EXCHANGE RATEDate:/04/22第5页2.Questions1.Whatistradetermsorpriceterms?2.Whennegotiatingthepriceofaproduct,whatarethekeyelementstobeconsidered?第6页TradeTermsTrade terms also referred to as price terms or delivery terms are a set of uniform rules codifying the interpretation of trade terms defining the price composition and the rights and obligations of the buyer and the seller in international transactions.Trade terms are key elements of international contracts of sale,since they tell the parties what to do with respect to:delivery terms(carriage of the goods from the seller to the buyer and division of costs and risks between the parties);price terms(stipulating what are included in the price the buyer paid to the seller,e.g.cost,freight,insurance,export and import clearance fees,etc.);delivery obligations(what documents should the seller provide,e.g.bill of lading,insurance policy,etc.).第7页 工厂 仓库 敞车 机场 集装箱 码头 码头 火车站 堆场 CY 汽车站 Exporting Country Importing Country FCA CPT CIP FOB CFR DDU FAS CIF DES DEQ DDP EXWExporting CountryDAF关境 关境Importing Country第8页 Unit Price Unit price comprises the employed currency,unit price,unit quantity,and trade term.每公吨每公吨 100 美元美元 CIF纽约纽约 Unit quantity Unitprice Employed currency Trade term USD 100 per M/T CIF New York 第9页1)AUD100per dozen EXW Guangzhou2)CAD200per kilogram FCA Guangzhou3)EUR137 per set FOB Shanghai4)JPY597 per unit FAS Shanghai5)HKD167 CFR Hong Kong6)SGD463 per metric ton CIF Singapore7)USD 800 per set CPT Geneva8)SFr 2629 per kilogram CIP Geneva9)USD 1 000 M/T CIF C3 London10)10)EUR 317 per piece DES Marseilles11)GBP 500 per unit DEQ London12)EUR 386 per metric ton Delivered at 5 Maple Road,Bonn,Duty Paid 3.TranslatethesequotationsintoChinese第10页In this part you are going to listen to a passage and a dialogue.Listen and try to finish the exercises while listening.Are you ready?第11页9.1.1 Listen to the passage and write T if it is true or F if it is false for each statement.1)Thebuyerwillalwaysaskthesellertoreducethepriceinbusiness.2)T2)Thelowertheprice,thebetterforthebuyer.Ontheotherhand,thehighertheprice,thebetterfortheseller.T3)Whenthebuyerisaskingfora“fairprice”,itmeansthatthepriceisnotfair.F4)Thehighertheprice,themoreprofitsthesellerwillmake.F5)Marketpriceswillsurelybementionedduringtheirnegotiationsonprice.T6)Accordingtothepassage,“fairprice”hasnothingtodowithmarketprices,itsuptothebuyerandtheseller.F第12页9.1.2 Listen to the dialogue and answer the following questions.1)Why did Bill come to visit Mary?He came to talk about Marys plastic card order for the next year.2)Why did Bill say that they had to increase their prices a little?Because of inflation,increase in cost of raw materials and improved quality.3)What will be the minimum order for the cards if the price can be kept at the same level?850 000.4)What was the last years unit price for the cards?18 cents.5)What was the problem with the last years cards?Around 3%were faulty.6)Will Mary place an order for the cards next year?(Open)第13页In this part you are going to read two dialoguesin pairs and then you will be asked to answer some questions about what you have read.第14页9.2.1 Read the dialogue and then answer the following questions.1)HowdidMrGaojustifyhisriseinprice?vThecostsofproductionhavegoneupconsiderablyrecently.2)Whatwasthecounter-offermadebyMrKeith?v10%offforordersover10000units.3)DidMrGaoacceptMrKeithscounter-offer?vNo,buthewouldgiveMrKeithaspecialdiscountof5%.4)WhatwasthefurtherpriceconcessionmadebyMrGao?vHewaspreparedtomakethisbusinessanexceptionbyreducinghispriceby7%.5)WhydidMrGaomakethisconcession?Inordertoencouragefuturebusinessandasagestureoffriendship.6)Howlongwillthisofferremainfirm?vItwillremainfirmuntiltheendofthemonth.第15页9.2.2 Read the dialogs and then answer the following questions.1)How did Mr Huang justify his rise in price?vBecause of the substantial increase in the packing expenses and transportation cost in addition to the sharp cost rise in raw materials of 30%.2)What was the range of price adjustment Mr Huang expected?v20%.3.How will the market react to such a price according to Mr White?vSuch a high price will lead to market shrinkage.4)What did Mr White threaten to do?vHe would turn to other suppliers with a price rise of 15%.5)Why did Mr Huang agree to raise his price by 18%?vHe agreed to raise his price by 18%with a view to long term interests.6)Whats their final conclusion?vThe price will rise by 18%.A 2%discount will be allowed for orders no less than 5 000 dozen.第16页第17页 1.Whatdoyouconcernmostaboutproductsasabuyer?2.Howdoyoujudgewhetheracertainproductishighinprice?3.Whyandhowdowedefendourpriceasaseller?PRE-READING QUESTIONS FOR PAIR WORK第18页Questions1)What situation does every salesperson eventually confront?Heisafraidhispriceistoohighforasuccessfuldeal.2)Why are many salespeople afraid to defend their price?Becausetheybelievethatwilldriveawaycustomers.3)How should we justify our price according to the passage?Weshouldgiveourpricelegitimacy,focusonthevalueofourproduct/service,andassureourcustomersofoursincerity.4)What advice does the passage give for making concessions?Dontmakeunilateralconcessions.Wheneveryougivesomethingaway,getsomethinginreturn.5)Why and how do we qualify our prospective buyers?Therearealwayssomecustomersoutofyourpricerange.Whenyouresuspecting,simplyask:“Whatkindofbudgetarewelookingat?”or“Whatrangearewelookingathere?”6)How can we satisfy our customers without lowering our price?The advices are:(1）Beagoodlistener.Allowthemtogettheirgripesaboutyourpriceofftheirchest.Theywillthankyouforbeingpatientwiththem.(2）Helpthemtoacceptyourfeebyprovidingreasonablejustification.(3）Sellyouruniquestrengths.7)Can you give some advice for defending your price?(Open)第19页In this part you are going to learn how to write a letter of counter-offer第20页WHAT TO INCLUDE IN A COUNTER OFFER A satisfactory letter of counter-offer should cover the following points:1.Expressthebuyersthankstothesellerfortheoffer.2.Expressregretatthebuyersinabilitytoaccept.3.Makeacounter-offerif,inthecircumstances,itisappropriate.4.Expresshopesofmutuallybeneficialbusinesscooperation.第21页Buyers counter-offer for bicyclesDear Sirs,Thank you for your letter about the offer for the bicycles.Although we appreciate the quality of your bicycles,we regret to say that their price is too high to be acceptable.Referring to the Sales Confirmation No.89SP-754,you will find that we ordered 1000 bicycles with the same brand as per the terms and conditions stipulated in that Sales Confirmation,but the price was 10%lower than your present price.Since we placed the last order,price for raw materials has decreased considerably Retailing price for your bicycles here has also been reduced by 5%.Accepting your present price will mean great loss to us,let alone profit.We would like to place repeat orders with you if you could reduce your price at least by 2%.Otherwise,we have to shift to the other suppliers for our similar request.We hope you take our suggestion into serious consideration and give us your reply as soon as possible.Yours truly,第22页Sellerscountercounter-offerDear Sirs,Thank you for your letter of 20 July.We are disappointed to hear that the price for our flame cigarette lighters is too high for you to work on.You mention that Japanese goods are being offered to you at a price approximately 10%lower than that quoted by us.We accept what you say,but we are of the opinion that the quality of the other makes does not measure up to that of our products.In these days,we have received a lot of enquiries from European buyers and we believe our price is fixed at a reasonable level.Although we are keen to do business with you,we regret that we cannot accept your counter offer or even meet you half way.The best we can do is to reduce our previous quotation by 2%.We trust that this will meet with your approval.We hope you would accept this price and place your order at an early time.Yours faithfully,第23页Writing PracticeTask 1Compose a letter of counter-offer,asking for price reduction based on the following terms in the offer you have received from the seller.Commodity:BlueSkyBrandMensShirtsSpecifications:White,longsleeves,madeof80%rayonand20%cottonSizes:L20%,M50%,S30%Packing:Eachinapolybag,10dozentoacartonQuantity:2,000dozenPrice:US$400perdozenCIFNewYorkShipment:October/November,Payment:ByirrevocableL/Cpayablebydraftatsight第24页 Task 2:Exchangeyourcounter-offerletterwithyourpartnersandthendraftacountercounter-offerbasedontheletteryouhavereceivedfromyourpartner,decliningthebuyersrequestforthepricereductionunlessthebuyerdoublesthequantity.第25页Practice makes perfectWe will practice what we have learnt in this unit.Yes,lets do it!第26页1.Questions and Answers What would you say?1.A:Youve raised the price!May I know what has caused the increase?B:_.2.A:Our users are under the impression that your prices are usually on the high side,compared with those of other suppliers.B:_ 3.A:What would you say to reducing your price by 10%?B:_ 4.A:We expected the price to be lower.B:_ 5.A:_ B:Oh,Im afraid that wont do.It simply cant stand such a big cut.6.A:_ B:If its a large order,a discount is possible.7.A:Im afraid we can only offer a 5%discount.B:_ 8.A:We hope that youll take the initiative and bridge the gap.B:_ 9.A:_ B:You cant take price separately from quality.10.A:To get business under way,we take your price.B:_ 第27页2.How do you comment on the price?1)IfthepriceishighA:Thepriceistwiceoftheothercountries(其它国家两倍).B:Itismuchhigherthanthatofothersuppliers(其它供货商).C:Imafraidyourpriceisonthehighside(偏高).2)IfthepriceisreasonableA:Yes,thepriceisrealistic合乎实际).B:Itisa(n)reasonable/feasible/practical/attractiveprice.C:Consideringtheriseofthecostofeverything,thispricereasonable/stillreasonable/withinouracceptance.3)IfthepriceisnotacceptableA:Wecantacceptit.B:Thepriceisbeyondacceptance/ourability.C:Imafraid,thepriceistoohightobeacceptable/unacceptable/unattractive/impractical/unworkable.4)IfthepriceisacceptableA:Yes,wecanaccept/takeit.B:Yes,thepriceisacceptable,thoughitishigherthanthatofyourcompetitors(比你竞争对手要高)C:Consideringitshighquality/grade/standardofyourproduct,thepriceisstillwithinacceptance.5)IfyouthinkyourpriceislowenoughA:Thepricehasbeenreducedtoitsminimum/thebottom/itslimit(极限).B:Ourpriceismoderate(适中).C:Ourpriceispracticalandreasonable（实际和合理）.第28页 3.Presentation PracticeMake a short presentation on one of the following topics.Try to find as much information as you can from different sources available for your talk.vHow should the seller defend the price?vHow should the buyer negotiate the price?vRelevant topics of your own choice第29页4.Translation Practice1)与其它供给商相比，我们价格还是很优惠。Our prices still compare very favorably with those offered by other suppliers.2)我要说是你方价格假如不降到国际市场价格水平，你们就没有希望做成生意。What I want to say is that youll stand no chance if you dont bring your price into line with the world market.3)我相信没有哪个厂家会接收你价格，因为这几乎连生产成本也赚不回来。I believe no manufacturer would accept your price because it can hardly cover our production cost.4)你方价格将在我方市场超出所以同类产品价格，这将造成贵企业产品在本市场上销售萎缩。Your price for the same products will be the highest in our market,which will no doubt result in shrinkage of the market for your products.5)正是考虑到我们长久业务合作，我们才把上涨幅度限制在百分之二十。It is in view of our long-term business cooperation that we limit the increase to 20%.第30页6)我们希望你再考虑一下你方价格，报一个新价，这么才有可能相互让步，达成协议。Wehopeyouwillreconsideryourpriceandmakeanewbid,sothattherecanbeapossibilityofourmeetinghalfway.7)假如订货量大话，我想能够适当让利。Ifyouplacealargeorder,Ithinkadiscountwouldbepossible.8)因为最近原材料价格上涨，百分之三折扣是我方能提供最大折扣。A3%discountisthebestwecanoffer,becausethepricesofrawmaterialshavegoneuplately.9)除非你们价格做出大变动，不然我们成交可能性很小。Unlessyoucanseeyourwaytoimproveyourpricesubstantially,thechancesofourclosingthedealareratherslim.10)为了深入扩大业务往来，也为了表示我们诚意，我方准备破例减价5%。Inordertoencouragefuturebusinessandasagestureoffriendship,wearepreparedtomakethisanexceptionbyreducingourpriceby5%.第31页Seller:USD M/T FOB Shanghai.Buyer:your price too high,our workable price USD 1800.Seller:price here has suddenly increased to USD 1900.Buyer:the best we accept USD 1850.Seller:impossible to accept USD 1850 unless quantity increased by 50%.Buyer:accept USD 1850 with quantity increase by 50%for prompt shipment.1)Make a dialogue according to the following procedures:offer counter-offer acceptance.5Role Play第32页2)You are negotiating with one of your old customers,David Cook,about the rise of the prices for the coming season.Your notes:to raise the prices for the coming seasonreasons:material costs up 20%;labor costs up 15%;overheads increased by 15%no agreement reached;meeting sometime next week again David Cooks Notes:Costs up?-why cant you absorb them like other suppliers and we also have to keep ours downAsking for detailed explanationAgreeing to meet next week again 第33页3)Youaregoingtoordervideophonesfromyourbusinesspartner,butyoufindthepriceistoohightobeacceptable.Soyouarecounterofferingtohave3%tradediscount.Thereasons:1)asagestureofgoodwill2)asanewproduct3)toopenthemarketinourarea4)toplacealargeorder5)togetthebusinessstarted6)tomakethepriceinlinewithothersuppliers第34页