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1、Good is good, but better carries it.精益求精，善益求善。国际商务谈判-实训会话修订版-Instructor:JunhuaWangE-mail:wjhMobilePhone:13634224569QQ:723203261BNegotiatinginInternationalBusinessWeretheBest!OujiangCollege,WenzhouUniversityNothingintheWorldCanTakethePlaceofPersistence！Unit1PreparingthegroundVersion1Ding:Howaboutsome
2、coffee,John?John:Nothanks.Ding:IvenevermetSusanbeforebutMattandIgowayback.WevenegotiatedseveralSino-Americancontractsoverthepastseveralyears.Hesatoughcustomer.John:Thatsfine,butweneedtogetourbearingsstraightonhowthisisgoingtogo.Theyregoingtowantthebestpriceandfullcontrolofsoftwaredevelopmentrights.W
3、ecantletthemdictatealltheterms.Ding:Irememberonetimewehada14hourknockdownsessioninPhiladelphia.Hecanbequitebelligerent.John:Itsallaboutsoftwaredevelopment.Ifwecantcontrolthesoftware,thegameisover.Ding:Youworrytoomuch.Letsjustseehowitgoes.Matt,howareyou?Matt:DingNa!Goodtoseeyouagain.Wehaventseeneacho
4、thersincethatbattleinChicago.Ding:Actually,itwasPhiladelphia.Matt:Wasit?Whatever.Weallknoweachother,right?Susan:YoumustbeJohnDavis.ImSusanBillings.WelcometoSynergy.John:SoyoureSusan.IveprobablyoverloadedyourcomputerwithallthoseemailsIvebeensending.ThisisDingNa,ourExportSalesExecutive.Ding:Sorry,Itho
5、ughtyoutwokneweachotheralready.Matt:Wereonebigfamilynow.Whydontwegettheballrolling?Susan:Howaboutacoffeebeforewestart?John:Icouldgoforone.Susan:Howaboutadonut?John:Thatdbegreat.Version2Ding:Thereyougo.John:Thanks.Ding:So,wellmaketheproposalandwaitfortheircounter.John:Yes,weknowthatthesoftwaredevelop
6、mentandthepricearethemainissues,butIthinkitsbetteriftheysettheagenda.Ding:Youresureyouwantmetodothepresentation?John:Thisisyourareaofexpertise.Imjusthereforsupport.Ding:Canyoukeepaneyeontheirreactions.Iwanttofocusmyattentiononthepresentation.John:Illtrytoanswertheirquestionstoo.Ding:BecarefulwithMat
7、t,John.Hellprobablytrytolow-ballus.John:ImsureIcanhandlehim.Thiscouldbeamarathon.Ding:Ifwerepatientwecangohomehappy.Susan:Sorrytohavekeptyouwaiting.YoumustbeJohnDavis.ImSusanBillingsandthisisMattOBrien.Matt:Goodtomeetyou,John.Susan,meetDingNaoneofthebestnegotiatorsinthebusiness.Susan:Nicetomeetyou,M
8、issDing.Howwasyourtrip?John:Excellent.AdirectflightfromBeijingtoDetroit.Ding:Wehardlyfeelthejetlag.Susan:Doesanyonewantcoffee?Matt:Yeah,youcanbringitthrough.Susan:Norush.John?Matt:DingNa,howaboutanother?Ding:Please.Milkandsugar.Susan:Sitdown,please.Ding:HowaretheRedSoxdoing,Matt?Matt:Great!Thatfreea
9、genttheysignedisreallyearninghispay.Theyhavearealchancethisyear.Howsyourfamily?Ding:Myhusbandisverybusywithhisworkandmysonisdoingwellatschool?Matt:Goodtohearit.YoushouldbringthemtotheStatessometime.Susan:Whydontwebegin?Unit2SettingtheagendaVersion1Susan:Wehavestudiedyourproposalcloselyandgenerallysp
10、eakingitfitsourrequirements.ButImalittleuneasyaboutthesoftwaredevelopment.John:MissDinghastheproposalready.Itshouldanswerallyourquestions.Susan:ImsureyouknowwhatImtalkingabout.Withoutgoodsoftwarethehardwareisuseless.Ding:WoulditbeOKifwepresentthebenefitsofchoosingShuangLongfirst,thenmaybewecandiscus
11、syourdifficulties.Matt:Thisisnotaminorissue.Thewirelessmarketmovessofastweneedtoknowwherewestandonsoftware.Susan:Iagree,itspriorityone.John:Isee.Haveyougotthedocumentsaboutsoftwaredevelopment?Theproposedpriceisbasedonacompletepackageofhardwareandsoftware.Anychangestosoftwaredevelopmentaregoingtoaffe
12、cttheperunitprice.So,letsstartwithpricingandseeaboutthesoftwarelater.Matt:No,wecantalkpriceslater.Wewanttoresolvethesoftwareissuefirst.Theyretwoseparateproblems.Ding:ButwhatJohnissayingisthatthetwoareinter-related.Matt:Notforustheyrenot.Wewantclosureonsoftwaredevelopmentfirst.Thereareanumberofhandse
13、tmakerseagerforthiscontractifyouarent.Version2Susan:Letmebeginbystatingwhatourgoalsarefortoday.PleaseunderstandthatwelikeyourproposalbutShuangLongisnottheonlyoptionwehave.Weviewtodaysmeetingasachancetotalkthroughsomestickingpointsandhopefullycometosomecommonground.Isthatclear?John:Fine.Susan:Ivedraw
14、nupanagenda.Canyoupresentyourproposalfirst?Wehavereadit,butwedlikeyoutogooversomedetails.MissDing,Iunderstandyouvecomepreparedtodothis?Ding:Itshouldtakeaboutten,fifteenminutes.PleasefeelfreetoaskanyquestionswhileImtalking.Susan:Good.Thatwillhelpusknowwherethedifferencesare.AfterthatIthinkweshouldtry
15、andresolveanyoutstandingdifficultiesandthen,finally,assumingthatwecanagree,Ithoughtwecoulddrawupanactionplanforthenextfewmonths.Matt:Ijustwanttoaddthattheresaroomnextdooryoucanuseanytime.Therescoffeeandstuffthereifyouneedit.John:Thanks.Susan:Whatareyourplansthisevening?John:Wecanstayafewdaystoworkth
16、ingsout.Wecouldalwaysstayatoneoftheairporthotels.Matt:Iknowamuchbetterplaceifyoudlike.Susan:Hopefully,wecansettlethistodaysoyoucandosometouringwhileyourehere.Unit3EstablishingpositionsVersion1Ding:Asthischartshows,wehaveclientsinallthemajormarketsinEuropeandSoutheastAsia.ShuangLongcanhandleyourrequi
17、rementswhateverthesituation.Forexample,werecentlyintroducedawirelessSMSsysteminThailand.Susan:Fine.Butweremoreconcernedabouttheofferonthetablerightnow.Ding:Youreright.Letssee.Hereweare.Wevebrokenthisdownbyvolume.(Mattlooksfrustrated)John:Ding,sorrytointerrupt,butperhapsSusanandMattwouldliketohearabo
18、utsoftwaredevelopment,pricing,anddeliveryschedules.Matt:Softwaredevelopmentwouldbegood.Ding:Yes.Sorry.Yes,ImsureIvegotaslideonthat.Wevelookedatthemarketandcustomersneedsarechanging.Matt:Thatsgreat,DingNa,butwhatIreallywanttoknowiscanwedesignthesoftwaretodowhatwewant?Noonewantsfeaturesthattheycantuse
19、.John:DingNa,perhapsIshouldanswerthat.Asyouknow,softwaredevelopmentaffectsthepricepointyoudecidetogofor.Thepriceyouchoosehastotakeintoaccountthesoftwaredevelopmentanditsfunctions.Version2Ding:So,movingahead,Idliketoquicklyidentifythethreecriticalissues,andthengetyourfeedback.Now,thisslidecoverssoftw
20、aredevelopment.Weallknowthatsoftwareiswhatmakesahightechdevicepopular.So,weproposetodevelopsoftwareaccordingtoyourspecifications.Yousaywhatyouwantandwebuildit.Anyquestionssofar?Matt:Andwhodholdtheintellectualpropertyrights?Ding:Becausewedoallthecoding,thesoftwarewouldberegisteredtoShuangLong.Susan:I
21、mnotsureIunderstandhowthesoftwareownershipworksifyouaredesigningtoourspecs.Ding:Weveusedasimilarapproachonothercontracts:theengineersherewoulddothecodingbutyouwouldhavecontroloverdesignspecifications.Whenadesignchangeisneeded,thatcanbecalledintoShuangLongbackinChina.Doyouhaveanyquestionsonthis?Matt:
22、Butwontitbedifficulttoimplementthedesignchangesquicklyenough?Thismarketchangesfast.John:Sureitwontbeeasybutwecandothecodingjustasquicklyasanyone,plusweknowhowtowritequicklyforthehardwarebecauseitisalsodesignedinhouse.Ding:Perhapsyoudliketotalktosomeofourotherclients?Susan:No.Wehavealreadyfollowedupy
23、ourreferences.Pleasegoon.Ding:Fine.CanIgoonandtalkalittlebitaboutpricing?Unit4ClarifyingpositionsVersion1John:No,whatweresayingisthatpricesarebasedonanumberoffactors,quantity,ofcourse,isoneofthem.Wehavesetupaslidingpricescale.Thelargerthesizeoftheorder,thegreaterthediscount.Susan:Whatisthestandardpr
24、icingstructureregardlessofquantity?John:Theratesareonpageseventeenoftheproposal.Itdepends.Matt:Whatisthediscountrate?John:Itdependsonthequantity.Matt:Canyougivemeaballparkfigure?Susan:Wherearethefiguresforshippingcosts?John:OK.DingNa,haveyougottheratesforthat?Thekeythingisthatthepriceisbasedonatotal
25、packagesoftwareandhardwaretogether,andyougetadiscountdependingonthesizeoftheorderandwhetherthesoftwareiscustomized.Matt:Yeah,butdowegetalowerpricebasedonvolume?John:ThatwaswhatIwassaying.Wehaveofferedtwopricingstructures.Thetotalpackagegetsyou.Susan:Sorry,John,beforeyougoon,IseeDingNahasmyfiguresfor
26、shippingcosts.Ding:Ourcustomizedsoftwarepackageisverycompetitivelypricedatcurrentmarketconditions,butifyoulookatthegenericsoftwarehighvolumediscountpackage,theratecancomeoutmuchlowerthanthosefigures.Matt:Whataboutmyoptions?John:Theyrespeltoutonpagetwenty-three.Version2John:Ifyoulookatpageseventeen:w
27、hatwedoisofferyouaflatratepriceforanysmallquantityofnon-customizedhandsetsordered.Susan:So,thepricewontalwaysbethesame.John:Itdependsonthesizeoftheorder.Susan:Canyouexplainthat?John:Certainly.Asyoucansee,therearetwolevels.Thegenericrateisbasedonusingthecurrentsoftwarewithoutanychanges.Themoreyouorde
28、rthegreaterthediscount.Thecustomizedsoftwareincreasestheprice.susan:Customerexpectationsarealwayschangingandtherearenewdevelopmentsinthehardwaretechnology.Wedontwanttogetlockedintoalongtermpricingstructure.John:Iunderstand.Thepricingstructurewouldbenegotiatedannuallybasedoncurrentmarketconditionsand
29、technology.Matt:Okay.Whatsthedifferencebetweencustomizedsoftwareproductionandgenericsoftwareproduction?John:CanIcomebacktothatinamoment,Matt?Idjustliketogetthetwopricingoptionsoutofthewayfirst.Withthegenericrate,youpayalowerpriceperhandsetbecausetherearenosoftwaredesigncosts.Ifyouneedcustomizationth
30、epricewillfactorinhardwareandsoftwaredesignchanges.Witheachoption,thepricewillvarywiththeamountofvolumeproduced.Susan:Sowhatwehavetodecideiswhatwewant:alowerpricingstructureforstandardgenerichandsetsortheflexibilityofcustomizationatahigherpricingstructure.John:Exactly.Matt:Istilldontgetit,John.Atwha
31、tpointdoesanordermovefromgenerictocustomized?Ding:AsJohnwassaying,wedcodetoindustrystandardsoftwarespecifications.Anychangesthatyouneedthatarentrelatedtobugfixeswouldbeconsideredcustomizations.Matt:Okay.Canwegooverthestandardsoftwarespecs?Ding:Yes.Ifyoulookatsectionthreeoftheproposal,youllsee.Unit5M
32、anagingconflictVersion1Ding:Welldrawupapricestructurethatreflectscurrentmarketconditionsbothforthegenericsoftwarehandsetsandforcustomizations.Matt:Yeah,buthowdoweknowwhenyourguysaredoingbugfixesandcallingthem“customizations”?Ding:Ithinkweallknowthedifferencebetweenasoftwareflawandanewfeature.Matt:Id
33、ontthinkso.Itwillbeinyourbestinteresttoconstruebugfixesassoftwareenhancementstomakethepricingstructurehigher.Ding:Matt,Wewantalong-termcooperationhere.Werenotinterestedinmakingafastbuckattheexpenseoffutureprofits.Matt:Thatsoundsnoble,buttheconceptofcustomizationisstilltoovague.Mypointisthatwewantacl
34、earlydefinedstandardfordeterminingcustomization.Ding:Butwellbeworkingtoyourspecificationsforthecustomizations.Matt:LookDingNa,Iknowsoftware,andtheresalwayswiggleroomwhenweretalkingaboutbugs.Youdontknowwhatyouretalkingabout.Ding:Matt,Ivebeeninthisindustryfor10years.Ireallydontseehowyoucansaythat.John
35、:DingNa,IthinkyoumisunderstoodMatt.Ithinkweneedabreak.Susan:Yes.Thatsagoodidea.Whydontyougonextdoor?Thereiscoffeeifyouneedit.Matt:Shellneedalotmorethancoffee.Susan:Whatsgoingon,Matt?Matt:IwantedtoshakethemoutoftheircomfortzoneandIwasjustgettingthemrightwhereIwantedthemwhenyouletthemcallatime-out.Sus
36、an:No.Idontwanttogetpersonal.Itjustcreateshardfeelings.Matt:Itsagoodstrategy,Susan.Iftheyremadatmetheywontbethinkingaboutthedetailsofthecontract.Susan:Thatmaybethewayyoudothings,butitsnotthewayIoperate.Version2Ding:Sowelldrawupapricestructure,whichwebothfeelreflectscurrentmarketconditionsbothfortheg
37、enericsoftwarehandsetsandforcustomizations.Matt:Sorrytointerrupt,DingNa,butIstillneedtoknowwhatconstitutesabugfixandwhatconstitutesa“customization.”Ding:Youreright.Weneedtospellthatout.John:Whatifweputsomethinginthecontract?Matt:Thatsagoodbeginning.Thewordingwillhavetobeprettyprecise.Mybiggestworryi
38、sthateverylittletweakandimprovementwillbetreatedasacustomization.Ding:Ihopenot,Matt.Wewanttobeopenandhonest.Matt:Iknowthat,DingNa,butwhosgoingtomakethefinaldetermination?Ding:Wecouldputtogetheraliaisonteamincludingsomeofyourtechnicianstohelpdecidewhatisabugfixandwhatisacustomization.Matt:Yeah.Butyou
39、restillgoingtohavethefinalsay.Imnotcomfortablewithyoupullingallthestrings.Ding:Soitsthetransparencyoftheprocessthatsworryingyou?Matt:Yeah,thatandthelackofexperiencehere.Please,dontgetmewrong.ItsthehiddenmotivationsofthepeopleontheliaisonteamImworriedabout.Howcanweresolveconflictswithintheliaisonteam
40、?John:IthinkIseewhatyouregettingat,Matt.Maybeweshouldtakeabreak?DingNaandIneedtotalkthisthroughabitmore.Susan:Goodidea.Pleaseusetheroomnextdoor.(Pause)Howdoyouthinkitsgoing?Matt:OK.Thiscustomizationbusinesscouldbeanightmarethough.Wevegottofindsomewaytomakethemdropit.Susan:Theirgenericpricingoptiondo
41、esthat.Matt:Yeah,buttheresnoflexibilitywith.Itdbegreatifwecouldpushthemtowardsalowersetpriceforguaranteedquantitieswhichincludedcustomization.Susan:MaybeIshouldsaysomethingaboutit.Matt:No.Letsseewhattheycomeupwith.Unit6MakingandrespondingtoproposalsVersion1Matt:So,whathaveyougottooffer?John:Wedliket
42、omakeaproposal.Matt:Beforeyoudothat,letmetellyouwherewestand.John:Goahead.Matt:Wedontliketheconceptofcustomization.Wethinkthatitistooeasytocalleverylittlebugfixacustomizationandthecostswouldbeunmanageable.Wewantasimplepricingstructurethatincludessoftwareandhardware.Ding:Butthatsexactlywhatourgeneric
43、softwarepricegivesyou.Matt:Butitlacksflexibility.Wedontwanttopayextraforeverylittlenipandtucktothesoftware.John:What?Matt:Thisisacut-throatbusiness.Weregoingtohavetoconstantlyimprovethesoftwareorourcompetitorswillburyus.Thatmeansthatthegenericsoftwarepricedoesntmatchtherealityofthismarket.John:Wedou
44、nderstandthat,Matt.Thatswhywefeelwecouldofferyousomethingbetweenthetwo.Matt:Wewantasimplepricingstructure.Noliaisongroups,noarguing,justgiveusafairprice.Okay?Ding:Thatswhyweofferedyouthegenericsoftwareprice,Matt.Matt:Andwellneveruseitbecauseeverytimewesuggestimprovementstothesoftwaretokeepourproduct
45、competitiveyoulljackuptheprice,DingNa.Ding:Youcanthaveitbothways.Youwantstablepricingbutyouwantustobeconstantlymakingupgradesthatwilldriveupourdevelopmentcosts.Ifyouwantcustomizations,youllhavetopayforthem.Matt:Ifthatsthewayyoufeelmaybeweshouldtakeourbusinesselsewhere.Version2John:Wevediscussedthisp
46、roblemofcustomization,andwedliketomakeaproposal.Matt:Wereallears.John:Firstly,wedounderstandyourconcernsaboutthepricingsystems.Thegenericsoftwareisnotflexibleenoughtomeetthedemandsofthismarketandthecostsforcustomizationsaretoohighifthechangetothesoftwareisminimal.So,wedliketoofferacompromisebetweent
47、hetwo.Wedbewillingtosetupapricingstructurethatincludessomecustomizationatnoextracharge.Largecustomizationswouldhavetobebilledextra.Howdoesthatsound?Matt:Thatsfine,intheory.ButIdontseemuchdifferencebetweenthatandthecustomizedrateyoustartedwith.Wewantsimplepricingsotherearenocostoverruns.John:Whataboutlargecustomizationoverhauls?Susan:Youcouldquoteforthatwhenitsnecessary.Ding:Therewouldbetremendoustimepressure.Wecouldgetdelayswhilewenegotiatedtheprice.John:Howwoulditwork,Susan?Susan:Maybewecouldsetupadesignatedaccountatthebeginningofth