BEC商务英语初级阅
你来我往价格战 Buy and Sell
Robert回公司呈报Dan的提案后，老板很满意对方的采购计划;但在折扣方面则希望Robert能继续维持强硬的态度，尽量探出对方的底限。就在这七上八下的价格翘翘板上，双方是否能找到彼此的平衡点呢?请看下面分解：
英文正文
Robert: Even with volume sales, our costs for the Exec-U-Ciser won't go down much.
Dan: Just what are you proposing?
Robert: We could take a cut on the price. But 25% would slash our profit margin. We suggest a compromise - 10%.
Dan: That's a big change from 25! 10 is beyond my negotiating limit. Any other ideas?
Robert: I don't think I can change it right now. Why don't we talk again tomorrow?
Dan: Sure. I must talk to my office anyway. I hope we can find some common ground on this. (next day) Robert, I've been instructed to reject the numbers you proposed; but we can try to come up with something else.
Robert: I hope so, Dan. My instructions are to negotiate hard on this deal - but I'm trying very hard to reach some middle ground.
Dan: I understand. We propose a structured deal. For the first six months, we get a discount of 20%, and the next six months we get 15%.
Robert: Dan, I can't bring those numbers back to my office - they'll turn it down flat.
Dan: Then you'll have to think of something better, Robert.
中文翻译
R: 即使是大量销售，我们的‘健你乐’生产成本仍然无法降低太多。
D: 那你的建议是…?
R: 敝公司可以。但是七五折会过度削低我们的毛利。我们建议双方各让一步-九折。
D: 那跟七五折差太多了!九折实在超出我的谈判限度。有其它方案吗?
R: 我现在没办法决定。这样吧，我们何不明天再谈?
D: 可以。反正我也得和公司方面讨论一下。希望我们能够达成共同协议。
R: (次日)Robert，奉上头指示，我得否决你所提的折扣，但我们还是可以找出其它可行的办法。
D: 希望如此，Dan。上面指示我要强硬地谈这笔生意--但我一直想达成折衷的方案。
R: 我了解。那么我们提议阶段式的协议。前半年先给我们八折，后半年，则打八五折。
D: 我没办法向公司报告这样的数字--他们一定会打回票的。
R: 那你就得想出更好的法子啰!
短语解说
take a cut 接受削减
"take"在此解释为‘接受、选择’，等于accept";cut"在此作名词，意思是‘削减、删除’，引申为‘杀价’。
We need everyone to take a cut in his salary, or else the company will have to choose some people to let go.
我们需要大家接受减薪，否则公司只好解雇一些人了。
profit margin 毛利
"profit"是‘利润’;"margin"原义是‘边缘’;"profit margin"可指销售所得利润与价格之间的比例关系;亦可指售价减去成本或进价的数额。
The profit margin on fruit and vegetables is lower than last year.
今年蔬果的毛利率比去年低。
common ground 相同意见、兴趣
"common"为‘共同’;"ground"是‘场地;土地’。"common ground"原指古欧洲民族用来畜牧的公共用地，演变至今则引申为‘彼此都同意的事情’。
When it comes to income agreements, we're on common ground.
就收入方面的协议而言，我们持有相同的意见。
reach some middle ground 达成折衷;互相协调
"reach"，‘到达;抵’之意;"middle"为‘中间的’。"reach some middle ground"原指两方交战，遥遥相望，唯待双方抵达中央交会处，才能进行协商，引申为‘折衷协调’。
Your demand is too high, but if we can reach some middle ground we might have a deal.
你的要求太高了，不过，如果我们能达成折衷，或许可以成交。
structured deal 阶段式的协议合约
所谓"structured deal"是指合约预定几个阶段，价格或订货条件会因阶段而变动;与"simple deal"--‘单一合同’不同，因"simple deal"可能只规定一种价格。
We offered the agent a structured deal to make it easier for him to agree.
我们向经销商提议阶段式的合约，好让他能欣然同意。
turn (something / someone) down flat 断然拒绝
"turn down" 这个动词词组有‘拒绝’的意思;"flat" 在这里是副词，为‘地、断然地’之意，是加重语气的字。
When he asked us to pay cash, we turned him down flat.
当他要我们付现金时，我们就直截了当地拒绝。
