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文秘专业英语

文秘专业英语. Unit 8. Business Negotiations. Study Objectives. 掌握与客人洽商时英语口语表达 掌握一些基本的商务谈判技巧 掌握英文询盘信及回信的写法 了解祝贺和称赞的礼仪. Tips for Business Negotiation.

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文秘专业英语

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  1. 文秘专业英语 Unit 8 Business Negotiations

  2. Study Objectives • 掌握与客人洽商时英语口语表达 • 掌握一些基本的商务谈判技巧 • 掌握英文询盘信及回信的写法 • 了解祝贺和称赞的礼仪

  3. Tips for Business Negotiation Negotiating is often referred to as an “art ”. While some people may be naturally more skillful as negotiators, everyone can learn to negotiate. As they often say in business, everything is negotiable. However, lack of preparation in a negotiation almost always sets a person up for failure. • First of all, each party must clearly define their own goals and objectives. What can you trade with the other party? Do you have any alternatives that are acceptable to you? • Secondly, each party must anticipate the goals of the opposition. This may require doing some background research.

  4. Effective Meeting Preparation Tips • Thirdly, each party must come up with various alternatives to their main objectives. If you can also work out possible solutions, then it is easier to find an acceptable outcome. • Finally, you should be clear about your “bottom line”, the point at which you can offer no more.

  5. Part One Dialogues Part Two Useful Expressions Part Three Simple Writing Part Four Exercises Part Five Social Etiquette Contents

  6. Dialogue One Dialogues A distributor, James Lee, who is from UK, wants to discuss the prices of heaters. However, Susan’s manager, Mr.Henry Stevenson is still on a business trip in America. He asks Susan to negotiate the prices with the distributor on behalf of the company. S: Susan Brown J: James Lee S: Hello, James. I haven’t seen you since last year’s . J: Hi, Susan. I am doing very well. Thank you. How about you? trade fair1 How is everything going on?2 2. 你最近怎样？ 1. 交易会 Part 1 Part 2 Part 3 Part 4 Part 5

  7. Dialogue One Dialogues S: Oh, I am doing fine, too. Thank you. You know, Mr. Henry Stevenson is still in U.S. So I’ve got a lot of stuff to follow. J: Right. I heard about it. So today’s meeting is just between two of us? S: That’s right. Shall we get down to business now? J: Sure. Well, I’ve studied the latest catalogue. Most of the products are very impressive. However, I must point out that prices are much higher than before. Part 1 Part 2 Part 3 Part 4 Part 5

  8. Dialogue One Dialogues S: We to raise the prices. Our prices still compare very favourably with those offered by other suppliers. J: I see your point, but your selling offer is much higher than what we expected. You know, we are in a . We will lose all of our customers if we raise the prices. Well, as you may know, the increased labour costs, high price of oil appreciation of RMB have made business pretty tough.3 have no choice but4 Actually our margins are razor thin5. market slump6 3. 你要知道,劳动成本的上升,高油价和人民币的升值使我们生意非常的难做｡ 4. 除……之外别无他法｡ 5. 事实上,我们的利润是非常薄的｡ 6. 市场不景气 Part 1 Part 2 Part 3 Part 4 Part 5

  9. Dialogue One Dialogues S: I admit the present market is very unfavourable to us. But it won’t last long. Plus the Christmas Holiday is coming. I think sales would be fine this year. J: Well, considering our long-run relationship, could you the prices, say, 15 % discount? S: 15 %?! You can’t be serious! That would drive us out of business. knock down7 The best we can do is 5%8. 7. 降低 8. 我们最低只能降5%｡ Part 1 Part 2 Part 3 Part 4 Part 5

  10. Dialogue One Dialogues J: I understand where you’re coming from, but that high price also forces us out of the game. S: Well, it will if we keep over this issue. How about ? We can give you a reduction of 10% provided you could double the order. J: Hmm, let me see... All right, S: Thank you, James. I am glad we’ve settled the question of price. get us nowhere9 haggling10 meeting half way11 You do have a way of talking me into it.12 12. 你真有办法说服我｡ 11. 妥协,让步 10. 争论 9. 无进展 Part 1 Part 2 Part 3 Part 4 Part 5

  11. Dialogue Two Dialogues After taking a short break, Susan and James continue to discuss the terms of payment and delivery. S: Susan Brown J: James Lee S: Now that the price has been settled, let’s move on to the issue of payment. J: Err, about that, the terms of payment would be a bit different from last time. We are wondering if we could defer payment until the end of next month because we are having a little trouble in receiving payment. Part 1 Part 2 Part 3 Part 4 Part 5

  12. Dialogue Two Dialogues S: Well, we have been doing business for a long time. We really want to help you this, but this is a very large order. We have to pay to make the goods. We’ll have money trouble too if you defer the payment. J: Let’s do it this way. We’ll for our present purchase. What do you think? S: Well, I have to consult with Mr. Stevenson. Would you wait a moment please? I need to call Mr. Stevenson for this... pay in instalments1 1. 分期付款 Part 1 Part 2 Part 3 Part 4 Part 5

  13. Dialogue Two Dialogues (Susan walks out of the room and calls Mr. Stevenson. Later on, Susan walks back to the room. ) S: I am sorry for having kept you waiting so long. I just spoke to Mr. Henry Stevenson. He said it would be fine unless you make a twenty percent in two weeks, and the rest in three monthly instalments. J: That’s really nice of you. This is a fair suggestion. Good. So what about the delivery? Is it possible for you to ship the goods before the end of October? initial payment2 pay off3 2. 首期付款 3. 还清 Part 1 Part 2 Part 3 Part 4 Part 5

  14. Dialogue Two Dialogues S: Well, I am afraid we can’t make it. J: Then when at the earliest can we expect the shipment? S: By the end of November. That’s the best we can do. J: Is that your best offer? I’m afraid that’s not acceptable to us. We need the goods to be there by the end of October for our Christmas sales. You know Christmas sales usually start about a month before 25 December. S: I see your point. But the factories are fully committed now.4 4. 但是现在工厂已经满负荷了｡ Part 1 Part 2 Part 3 Part 4 Part 5

  15. Dialogue Two Dialogues J: I do hope you can try to the production. There’s no harm trying. S: Look. To meet your demand, we’ll manage to advance the shipment from November to October. I hope it won’t be late for the Christmas sales. J: Well, I can’t see any problem with that. step up5 But the best we can do is just ship 40% promptly and the balance will be delivered in the middle of November.6 6. 但是我们最多能准时运送40%的货物,其余的会在11月中旬交货｡ 5. 加快,加速 Part 1 Part 2 Part 3 Part 4 Part 5

  16. Dialogue Two Dialogues S: Good. I think we’ve both agreed on the terms.  (Susan her hand.) J: (James shakes it) Let’s get something to drink to celebrate the success of the negotiations. S: That sounds a good idea. Let’s go! Can we shake on it?7 holds out8 7. 那我们就一言为定了!(握手有表示“赞同､认可”的意思) 8. 伸出 Part 1 Part 2 Part 3 Part 4 Part 5

  17. New Words Dialogues Part 1 Part 2 Part 3 Part 4 Part 5

  18. New Words Dialogues Part 1 Part 2 Part 3 Part 4 Part 5

  19. Word Bank Dialogues partial shipment 分批装船 postpone delivery 推迟交货 prompt shipment 即期装运 quotation 报价 sample 样品 spare parts 备件 time of delivery 交货期 trade mark 商标 turnover tax 营业税 a bargain sale 廉价出售 a long-term contract 长期合同 accessories 配件 C.I.F. 成本加保险费,运费价 CFR 成本加运费价 Chamber of Commerce 商会 competitive bidding 竟价投标 F.O.B. 船上交货 make offers 报价 on display 展出 Part 1 Part 2 Part 3 Part 4 Part 5

  20. For a Supplier Useful Expressions 1. I must point out that prices are much higher than before. 我必须要指出价格要比先前的高很多｡ 2. I see your point, but your selling offer is much higher than what we expected. 我明白,但是您的报盘比预期的还要高｡ 3. Could you knock down the prices? Your price sounds too high and it is really beyond our reach. 您可以降低价钱吗?你们的价格太高,我们根本支付不起｡ Part 1 Part 2 Part 3 Part 4 Part 5

  21. For a Supplier Useful Expressions 4. How much do you think you could bring the price down? 您认为您能降多少价? 5. If you can’t offer us the goods at a more competitive price, we’ll have to turn to other suppliers. 如果你们的产品价格不能再优惠些,那我们就只得从其他供应商那里购买了｡ 6. What is your regular practice about the terms of payment? 你们一般采用何种付款方式? 7. I do hope you can try to step up the production. 我很希望你能尽量加快生产进度｡ Part 1 Part 2 Part 3 Part 4 Part 5

  22. For a Supplier Useful Expressions 8. Could you do something to advance the time of delivery? 你们能否想些办法提前交货? 9. I ask that the shipment be made in one single lot. 我要求一次性把货交完｡ 10. Shipment should be made before July, otherwise we are not able to catch the season. 7月底前必须装船,否则就赶不上销售季节了｡ Part 1 Part 2 Part 3 Part 4 Part 5

  23. For a Customer Useful Expressions 1. The increased labour costs, high price of oil, appreciation of RMB have made business pretty tough. 劳动成本的上升,高油价和人民币的升值使我们生意非常的难做｡ 2. Our margins are razor thin,I do not think there is any room for bargaining. 我们的利润已经很薄了,我认为我们已经没有还价的余地了｡ 3. The best we can do is 5%. I mean if both parties could compromise a little and meet each other half way. 我们最低只能给5%,我的意思是双方能否都退一步,从而达成协议｡ Part 1 Part 2 Part 3 Part 4 Part 5

  24. For a Customer Useful Expressions 4. This is our rock-bottom price / floor price. We can’t make any further reduction. 这是我方的最低价格,我们不能再让了｡ 5. We can give you a reduction of 10% provided you could double the order. 我们可以给你10%的优惠,只要您多订一倍｡ 6. It would be fine unless you make a twenty percent initial payment in two weeks, and pay off the rest in three monthly instalments. 除非你可以在两周内先付20%,然后剩下的分三个月还清｡ Part 1 Part 2 Part 3 Part 4 Part 5

  25. For a Customer Useful Expressions 7. But the factories are fully committed now. 但是现在工厂已经满负荷了｡ 8. Your payment of $5,000 has been 50 days past due. 你们的5,000美元的应付款已拖欠50天了｡ 9. Please clear your account by sending us your check for $1,000 right away. 请马上向我们寄来金额为1 000美元的支票以结清您的欠款｡ 10. If you agree to the partial shipment term, we’ll accept your order. 如果您同意分批装运,我们就可以接受您的订货｡ Part 1 Part 2 Part 3 Part 4 Part 5

  26. Section 1: A Letter of Enquiry Sample Writing • A letter of enquiry may be used to gather information regarding products or services, prices and operation, etc. • This kind of letters should be short and accurate. Avoid the temptation to add excessive detail and try to maintain a professional tone throughout the letter. Your letter can be fairly short, but it should be long enough to adequately explain what it is that you are inquiring about and what you want the reader to do in response to your letter. • Make sure to include contact information so that the person can easily get in touch with you if necessary, such as your cell or home phone number or email address. Part 1 Part 2 Part 3 Part 4 Part 5

  27. Section 1: Minutes Sample Writing • 询价函可以用来收集信息,如关于产品或服务,价格和运作等｡ • 这类信函应该要简短和准确｡避免加上过多的细节,而要尽量使整封信保持一种专业的语气｡ • 邀请信可以简短,但一定要有足够的长度来阐述你要咨询的内容,以及你期望对方怎样回应你的信｡ • 必须要写上你的联系方式,这样对方如果有需要,就可以很容易地与你联系｡譬如说留下你的手机号码或家庭电话,或者电子邮箱｡ Part 1 Part 2 Part 3 Part 4 Part 5

  28. Sample Writing Sample Dear Sir/Madam, We learn from the Textile Chamber of Commerce that you are producing a range of high-fashion scarves and gloves. We operate a large chain of retail business and are looking for a manufacturer who could supply us with a wide range of scarves and gloves for the teenage market. Would you please send me a copy of your scarves and gloves catalogue with details of your prices and payment terms? We would find it most helpful if you could also supply samples of the various materials from which the goods are made. Yours faithfully Mathew Black Marketing Manager Spencer Retail Group Part 1 Part 2 Part 3 Part 4 Part 5

  29. Section 2: A Reply Letter to the Enquiry Sample Writing It is very important to make a good impression when responding to enquiries from potential customers. • Express your appreciation for the person’s interest. • The best impression will be made by providing the materials or information that the perspective client has asked for. This positive impression will be improved by a well written response. • If appropriate, you might want to include additional information about your organization, the products or services you sell, or the subject matter of the inquiry, beyond the scope of the original inquiry. Part 1 Part 2 Part 3 Part 4 Part 5

  30. Section 2: A Reply Letter to the Enquiry Sample Writing 当回复潜在客户的询盘信时,要给对方留一个好印象是非常重要的｡ • 要感谢对方对你公司产品的兴趣｡ • 要建立最好的印象,就是提供潜在的客人所要求的材料或信息｡这样一个正面的印 象还可以通过一封书写得体的信得以改善｡ • 如果合适,也可以附加一些关于你公司的信息,你们的产品或服务,或者就他/她咨询 的问题再进一步说明｡ Part 1 Part 2 Part 3 Part 4 Part 5

  31. Sample Writing Sample Dear Mr. Black, We welcome your enquiry of July 8 and thank you for your interest in our scarves and gloves. As requested, a copy of our illustrated catalogue and price list are being sent to you today, with samples of our products. We are also manufacturing a wide range of socks in which we think you might be interested. They are fully illustrated in the catalogue and are of the same high quality as our scarves and gloves. We hope the samples will reach you in good time. If you have any questions please don’t hesitate to contact us. We are looking forward to your order. Yours sincerely Joe Smith, Marketing Manager Meili Garment Manufacturing Ltd. Part 1 Part 2 Part 3 Part 4 Part 5

  32. 1. Listening. Exercises Listen to the following passage carefully and fill in the blanks according to what you hear. Negotiation is the art of arriving at 1 on a subject to the satisfaction of the parties 2 . Negotiation can take place between two people or several people. Negotiations can also happen between different 3 . Business negotiations could involve purchases, sales, loans, contracts or anything regarding business. It is extremely important to 4 a strategy before starting any negotiation. And you should 5 this strategy during the negotiations. a compromise ______________ _________ involved __________________ firms or companies __________ formulate ___________ adhere to Part 1 Part 2 Part 3 Part 4 Part 5

  33. 1. Listening. Exercises Before trying to buy anything you should make a study of the product or service and 6 in the market. You should study the 7 of the product from different 8 . This will give you a very good 9 to negotiate its price. During the negotiation one should be very 10 and never 11 the real position or the maximum price at which he is prepared to buy the product. One should pose as if he is prepared to 12 if the price is not to his satisfaction. ___________ availability __________ its value __________ sources __________ insight ___________ confident _________ reveal _________ walkout Part 1 Part 2 Part 3 Part 4 Part 5

  34. 2. Role play. Exercises You and your customer are in the office to negotiate the terms of the order. You want the customer to pay a 20% deposit immediately and the payment should be in dollars. While the customer wants a discount for bulk purchase and an earlier delivery. Part 1 Part 2 Part 3 Part 4 Part 5

  35. Exercises 3. Interpret the following Chinese expressions and complete the dialogue. A: Good morning. I am Martha Stone of Endless Fun Videos Shop. 1 (我们想订你们的家庭影碟机). B: Good morning, Ms Stone. I am Jessica Lee. 2 (你是从我们目录上下订单吗)? A: Yes, I have the item numbers. The first item is 2389. We’d like 52 copies and 30 copies of Item 8673. 3 (这个数量可以要到批发价吗)? B: I am sorry, Ms. Stone. 4 (恐怕您要订够200张以上才有批发价). ________________________________________. We wish to place an order of your home videos ________________________________? Are you ordering from our catalogue _____________________________________________? Is it possible to have a wholesale price for this amount __________________________________________________________. I’m afraid we couldn’t make it unless you buy more than 200 copies Part 1 Part 2 Part 3 Part 4 Part 5

  36. Exercises 3. Interpret the following Chinese expressions and complete the dialogue. A: Oh, that would be rather expensive. Is there any discount? B: Err, let me see. 5 (如果你购买编号2389超过60 张以上,可以享受10%的价格优惠). 6 (那么单价就变成$19了). A: Ok. So I’ll order 60 copies of Item 2389 and 30 copies of Item 8673. 7 (你可以把我刚才所订的东西的发票传真过来吗)? B: No problem. I’ll fax it to you by the end of the day. Thank for choosing GP Entertainment Company. See you. A: See you. There is a price reduction of 10% on Item 2389 if you buy over 60 copies ________________________________________________ ______________________________________________________________. That brings the net price to $19 _____________________________. Can you fax over an invoice for the items I just ordered ________________________________________________? Part 1 Part 2 Part 3 Part 4 Part 5

  37. Exercises 4. Practical Writing. Task 1: You work in the Marketing Department in Wal-mart (沃尔玛). Your manager asks you to look for a new toilet rolls supplier for the super market. Write an enquiry letter about the details of the products price, payment terms and delivery. Task 2: According to Task 1, write a reply to the above enquiry. In your letter, you should include the information of the products, price, payment terms and delivery. Part 1 Part 2 Part 3 Part 4 Part 5

  38. Exercises 5. Reading Activity. The Seven Principles of Mastering the Art of Negotiation Most of us negotiate every day without realizing it. However when mentioning the word “negotiation” some people will get nervous. It frightens them. They imagine themselves at the car dealership and the hassles and pressure associated with making a deal with someone who is an expert negotiator. However, 99.9% of the time negotiation is simply working with someone to find a solution that benefits both parties equally. Whether you’re negotiating with your two year old about bedtime or your biggest customer, the principles are the same. Part 1 Part 2 Part 3 Part 4 Part 5

  39. Exercises 5. Reading Activity. The Seven Principles of Mastering the Art of Negotiation 1. Creating a Win-Win situation. When you approach a negotiation with the right attitude, it takes the pressure off of both parties. What is the right attitude? The desire for both parties to get what they want. To create a win-win situation. If one party is only in the process for themselves, a resolution will be difficult to come by. Part 1 Part 2 Part 3 Part 4 Part 5

  40. Exercises 5. Reading Activity. The Seven Principles of Mastering the Art of Negotiation 2. Listening skills. In order to know what the other party hopes to get from a negotiation, you have to listen. In fact, your ability to ask the right questions, and listen to the answers, is your No.1 most important negotiating skill. A skilled negotiator enters a negotiation with a questioning mindset. When you make it your No.1 mission to learn more about your customer, you are more likely to learn quality information, information that you can use to build a rapport and establish a collaborative environment. Look to learn what your customer needs, wants, what makes them successful, and how you can sell to them. Part 1 Part 2 Part 3 Part 4 Part 5

  41. Exercises 5. Reading Activity. The Seven Principles of Mastering the Art of Negotiation 3. Creativity. This relates to creative problem solving. When you’re approaching a negotiation as a win-win situation and you’re listening to the needs of the other party, creative problem solving can help design a solution that meets everyone’s needs. Negotiation is about more than winning the highest contract. Part 1 Part 2 Part 3 Part 4 Part 5

  42. Exercises 5. Reading Activity. The Seven Principles of Mastering the Art of Negotiation 4. Patience. Many negotiations take time. This is particularly true when forging new territory with a client or vendor. Creating a solution that works for both businesses can take several drafts, have to be approved by several parties, and quite honestly many businesses aren’t accustomed to win-win negotiations so they may take some time to adjust to the concept. Give them the time they need because when you show you’re willing to be patient and that you’re invested in their interests too, they’ll be willing to work with you today and ten years from now. You’ll form a lasting and mutually beneficial relationship. Part 1 Part 2 Part 3 Part 4 Part 5

  43. Exercises 5. Reading Activity. The Seven Principles of Mastering the Art of Negotiation 5. Research. Take the time to learn all you can about the business you’re negotiating with and you’ll be one step ahead to understanding their needs concerns and how you can work together to come up with a mutually beneficial solution. 6. Confidence is the key to a successful negotiation. If you show fear the person or company you’re negotiating with can perceive that as power over you or a lack of confidence in your business product or service. Part 1 Part 2 Part 3 Part 4 Part 5

  44. Exercises 5. Reading Activity. The Seven Principles of Mastering the Art of Negotiation 7. Knowing when to walk away. Not all negotiations result in a win-win situation. Sometimes it’s better to walk away but more importantly it is better to be prepared to walk away. When a negotiation is a MUST then it gives some of your power away. Go into a negotiation with a positive attitude and a desire to make it work, however keep the awareness that it may not in your back pocket. Part 1 Part 2 Part 3 Part 4 Part 5

  45. 5. Reading Activity. Exercises Please fill in the blanks according to what you have learnt from the passages. 1. When it comes to “negotiation”, some people will . This is because making a deal with someone who is an expert negotiator. _____________ get nervous _____________________________________ the hassles and pressure associated with 2. is the circumstance where both parties can get what they want. When you are at this circumstance, can help design a solution that meets everyone's needs. __________________ A win-win situation creative problem solving _______________________ Part 1 Part 2 Part 3 Part 4 Part 5

  46. 5. Reading Activity. Exercises Please fill in the blanks according to what you have learnt from the passages. 3. The most important negotiating skill is the ability and . The more you know about your customers, you are more likely to learn quality information, information that you can use to and establish a ______________________, to ask the right questions _____________________ listen to the answers ______________ build a rapport ______________________. collaborative environment Part 1 Part 2 Part 3 Part 4 Part 5

  47. 5. Reading Activity. Exercises Please fill in the blanks according to what you have learnt from the passages. 4. take time. You should give them the time they need because when you show you're willing to and that you're interests too, they'll be willing to work with you today and ten years from now. 5. Not all the negotiations end in a win-win situation. Sometimes it's better to but more importantly it is better to _________________ Many negotiations _____________ be patient ________________ invested in their __________ walk away ______________________. be prepared to walk away Part 1 Part 2 Part 3 Part 4 Part 5

  48. Social Etiquette The Etiquette of Giving Compliments in Business Everyone likes to hear nice things about him or herself, regardless of where they are in the world. Giving compliments in business is tricky so it’s important to know how to do it properly. Compliments are easy to give in the work place as long as you don’t comment on someone’s appearance. It’s best to comment on someone’s behaviour, for example, “Great job on that report,” The more specific you can be about a compliment in the workplace, the better. Part 1 Part 2 Part 3 Part 4 Part 5

  49. Social Etiquette The Etiquette of Giving Compliments in Business You don’t want to say “Gee, Joe, you look great today in that suit” or even “Mary, you look terrific in that skirt” as those are inappropriate for the workplace. If you are in senior management, and you give someone a compliment, it encourages them because it makes them feel like they’re worthy. If your workmate gets promoted, it is also a very gracious and respectful act to acknowledge his or her success by sending a hand-written note or a card. However, it’s important to remember that being genuinely interested in other people, and expressing sincere compliments is much more effective in developing rapport with people. Part 1 Part 2 Part 3 Part 4 Part 5

  50. Social Etiquette Group Disccussion Study the following saying carefully and discuss with your partners. What can you learn from it? Can you give any example for it﹖ What is the good result for a negotiation﹖ How can you reach that? —It is unwise to pay too much, but it is worse to pay too little. When you pay too much, you will lose some money. However, when you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the things it was bought to do. The common law of business balance prohibits paying a little and getting a lot... —By John Ruskin (1819-1900) Part 1 Part 2 Part 3 Part 4 Part 5

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