储吉旺谈判有巧

Special Focus - - Success - 文 / 杨东标

威廉先生是个精明的生意人,常驻中国,自称“中国通”。他与如意公司已经做了几年的生意,关系不错,彼此友好。这次来,是为2013年的业务。他开门见山:“我们是多年的老朋友了,可以把话说得爽快一点。据我对贵国同行的了解,贵公司的西林牌搬运车与另一家企业相比,质量不如他们的好,而价格却比他们的高。这是我们不能不认真思考的。如果贵公司能让利降价,明年的业务我们双方还是乐观的……”

几句话,储吉旺便知道了对方的来意。威廉是压价来的。他首先不能同意对方说的质量问题。此时,西林产品已经下了狠功夫,在外商中享有良好的声誉。

2002 年 10 月,如意公司获得标准更高的 ISO9001( 质量)、ISO14001(环境)、GB/T28001(职业健康安全)三项国际标准认证。2006 年和 2007 年,西林牌搬运车获得了更高的荣誉,先后被认定为中国驰名商标、国家免检产品和中国名牌产品。

储吉旺说:“我承认,我们的产品价格高。中国有一句古话,叫作‘一分钱一分货’。正因为我有高质量的产品,才有比人家高的价格。这难道不合理吗?”

威廉理屈词穷,但仍不甘心。他再三表露,如果价格不降低,他只能另择别家了。

储吉旺苦苦思索,如何说服威廉,赢得这场硬仗呢?这笔业务,数目可是不少啊。突然,他的灵感来了。

他一本正经地对威廉说:“威廉先生,你犯病了。”

威廉吓了一跳:“我好好的,哪里病了?”

储吉旺说:“你犯了喜新厌旧的毛病。”

威廉茫然不解:“什么?喜新厌旧?”

储吉旺笑了,他说:“我给你打一个比方。你有一位非常漂亮、非常贤惠的妻子,时间长了,你看腻了,麻木了,用中国的古话说,叫做‘入芝兰之室,久而不闻其香’。你有了一个妖艳的情人,这位个情人原本比不上你的妻子,但因为新鲜,你感到很刺激,想抛却旧爱,获此新欢。现在我提醒你,喜新厌旧是你的自由,但是,一旦你玩腻了这个情人,回想起结发夫妻千般恩爱,再想回到她身边时,就来不及了。因为,这时妻子已经不可能原谅你,她不能容忍你的背叛。这个比方,你感觉如何?我们已经做 了好几年的生意,西林产品就如你的爱妻一样。如果你一时冲动,移情别恋,中断了我们的生意,以后后悔了,再来寻求合作,西林产品供不应求,即使你出很高的价格,我们也不会理睬你这位‘薄情郎’啦。”

储吉旺让翻译一字不漏地作了翻译。

威廉聚精会神地听着,犹如听故事一般。听完后,他忍俊不禁,哈哈大笑:“0K ! OK !储先生太会说话啦,你这个比喻太生动了,让我感动。我决定爱‘妻子’而不要‘情人’,愿意与贵公司签订明年的业务合同。”

储吉旺开心地笑了,他热情地拉着威廉的手,说:“那我们‘夫妻’就和好如初,更加‘恩爱’了。”

(摘自《如意之灯:“世界搬运车之王”储吉旺传》外文出版社)

2007 re­spec­tively, Xilin’s brand truck won a higher honor and was rec­og­nized as one of China’s well-known trade­marks, na­tional inspection- free prod­ucts, and fa­mous brand prod­ucts.

Chu Ji­wang said: “I agree that our prod­ucts are a lit­tle more ex­pen­sive, but as an old Chi­nese say­ing goes, ‘ You get what you pay for.’ Higher price for higher qual­ity. Isn’t that rea­son­able? ”

Though speech­less, Wil­liam still would not rec­on­cile. He re­it­er­ated that he might have to go with an­other com­pany, if the price did not come down.

How could Chu con­vince Wil­liam and win this bat­tle? He racked his brains in search for a good ar­gu­ment. It was a big deal with a big amount at stake. Sud­denly, an idea came to his mind.

He said in a se­ri­ous tone, “Mr. Wil­liam, you are ill.”

Wil­liam was star­tled. “I am fine. Why do you say that?”

“You’ve caught the dis­ease of lov­ing the new and loathing the old,” Chu Ji­wang said.

Wil­liam was puz­zled. “What? What’s that?”

Chu Ji­wang smiled, “I’ll give you a metaphor to help you un­der­stand. Say, you have a beau­ti­ful and vir­tu­ous wife, but as time goes by, you be­come tired of her. As an old Chi­nese say­ing puts it, ‘ Stay­ing in a room of or­chids for too long and you won’t smell their fra­grance any­more.’ So, you find a glam­orous lover who is ac­tu­ally not com­pa­ra­ble to your wife, but the sense of new­ness and fresh­ness ex­cites you, and you feel like aban­don­ing your old love for your new flame. Now I must re­mind you, it’s your free­dom to love the new and loathe the old, but once you get tired of this new lover again, you will re­call the love, af­fec­tion, and happy times you used to have with your wife, but it’ll be too late even if you want to go back to her be­cause your wife will not for­give you. You will have be­trayed her. How do you find this anal­ogy? We have been do­ing busi­ness for years, and Xilin prod­ucts are just like your wife. If you, out of tem­po­rary im­pul­sion, give your love to some­one else and in­ter­rupt our busi­ness re­la­tion­ship, later if you re­gret it and come back in hope of re­sum­ing our co­op­er­a­tion, Xilin prod­ucts would be in short sup­ply then. Even if you of­fer a high price, we will not be able to help you, since you will have been un­faith­ful to us.”

Chu Ji­wang had his words trans­lated to Mr. Wil­liam with­out miss­ing a word.

Wil­liam lis­tened at­ten­tively as if lis­ten­ing to an in­ter­est­ing story. He laughed when it was done. “Okay, okay! Mr. Chu is in­deed good with words. Your metaphor is vivid and mov­ing. I de­cide to love my ‘ wife’ in­stead of my ‘lover,’ and I am will­ing to sign a busi­ness con­tract with your com­pany for next year.”

Chu Ji­wang laughed hap­pily. He en­thu­si­as­ti­cally shook Wil­liam’s hand and said, “Then let our re­la­tion­ship stay as nor­mal as it is now, and we’ll have an even more ‘ lov­ing’ re­la­tion­ship than be­fore.”

( Ex­cerpt from The Light of Ruyi: Bi­og­ra­phy of Chu Ji Wang,

the King of Trucks , For­eign Lan­guages Press. Trans­la­tion: Lu Qiongyao)

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