1、Price Negotiation跨境电商实用英语 Chapter 3Unit 4 On-sale Services of Cross-border E-commerce跨境电商系列教材Acquire basic knowledge about price negotiation on Cross-border E-commerce platforms1Use appropriate expressions to reply to customers inquiry about product discounts2Master the right methods of declining th
2、e buyers counter-offer3Learning Goals After studying this chapter,you are expected to：PART ONEWarming-upPART 1Warming-upWork in group.Look at what the following people say or do and express your own opinions with your group members.Try to relate to your personal experience.A.Alice who has been doing
3、 business online for more than 5 years told new sellers,“Discuss with the customer about the value instead of the price of your product.”PART 1Warming-upB.Jason,an experienced seller,said,“Cheap products do not necessarily sell well.What sells well are the products that make customers feel like they
4、 are cheap.”PART TWOPassage ReadingPART 2Passage Reading Unlike domestic online customers,most cross-border customers do not bargain with sellers in most cases.Most of the buyers will decide whether to place the order based on the released price.Some of the unpaid orders may result from the high pri
5、ce of the product or shipping.The seller may communicate with the buyer timely and understand the reasons for the unpaid order.If you do not get a reply,you may take the initiative to adjust the price of the product or shipping to regain buyers focus and improve the conversion rate.But some customer
6、s will bargain with the seller for discount before placing an order.For them,the seller should analyze the purpose of bargaining,respond and deal with it specifically.Price Negotiation For some products with limited profit margin,the seller should reject the request by emphasizing quality advantage,
7、price advantage over similar products or good reputation,and guide buyers to increase the order number to obtain a discount.For some products with considerable profit margin,the seller should not immediately cut the price after the counter-offer from the customer,but should pretend to ask the superv
8、isors approval and reply later,so that buyers do not think the released price unrealistically high.PART 2Passage Reading In addition,there are some small wholesale customers on the Cross-border E-commerce platform.Many foreign small buyers favor online orders because of the delivery speed,payment af
9、ter arrival of products,low risk and relatively high security etc.For them,the seller should give special attention and actively follow up with the inquiry.They should negotiate about the wholesale price according to the quantity and try to retain these small wholesale customers,which will bring gre
10、at advantages to the positive cycle of online stores.On the one hand,the seller can set the wholesale price when publish the product,so that the buyer can click on the Bulk Price button to see the products default wholesale price.PART 2Passage Reading On the other hand,in order to attract small whol
11、esale customers,the seller can also make clear the wholesale discount or indicate the buyer to write to negotiate about the discount on the home page or product description page.When faced with inquiry from a large wholesaler,the seller must seize the opportunity and reply in details,including the s
12、tyle,the amount of purchase and the corresponding offer.The offer usually includes shipping,and should have price advantage,making the buyer feel that he receives a large discount.PART 2Passage ReadingNew Wordsbargain b:gn v.1New Wordto discuss prices,conditions,etc.with sb in order to reach an agre
13、ement that is satisfactory （和某人就某事）讨价还价，商讨条件e.g.)Our store refuses to bargain over the price.我们商定拒绝讨价还价。)In the market dealers were bargaining with growers over the price of coffee.在市场上商人正和种植者就咖啡的价格进行商谈。返回initiative ntv n.01New Word2the ability to decide and act on your own without waiting for sb to
14、 tell you what to do主动性；积极性；自发性e.g.)He displays great initiative in his work.他工作很主动。)She hopes to seize the initiative to deal with the problem.她希望抓住处理问题的主动权。返回reject rdekt v.New Word3to refuse to accept or consider sth拒绝接受；不予考虑e.g.)The proposal was firmly rejected.这项提议被断然否决。)We reject any suggestio
15、n that the law needs amending.对于任何暗示该法律需要修改的观点我们都拒绝接受。返回reputation repjuten n.New Word4the opinion that people have about what sb/sth is like,based on what has happened in the past名誉；名声e.g.)This has done incalculable damage to his reputation.这给他的声誉造成了难以估量的损失。)Companies must earn a reputation for hon
16、esty.公司必须树立诚信的声誉。返回considerable knsdrbl adj.5New Wordgreat in amount,size,importance,etc.相当多（或大、重要等）的e.g.)I will forever be grateful for his considerable input.我将永远感激他的大量投入。)He brought to the job not just considerable experience but passionate enthusiasm.他不仅给这一工作带来了不少经验，而且倾注了极大的热情。返回supervisor su:pv
17、az(r)n.01New Word6a person who supervises sb/sth监督人；指导者；主管人e.g.)A supervisor in enterprise need to be familiar with running method.企业的管理者要谙熟经略之法。)The salesman said he would have to consult the supervisor about the matter.销售说关于这件事她得请示主管。返回approval pru:vl n.New Word7the feeling that sb/sth is good or
18、acceptable;a positive opinion of sb/sth赞成；同意e.g.)We hope todays offer will meet with your approval.我们希望今天的提议也能够得到您的首肯。)The chairman has also given his approval for an investigation into the case.主席也已同意对此案进行调查。返回negotiate ngiet v.New Word8to try to reach an agreement by formal discussion谈判；磋商；协商e.g.)
19、They recently failed to negotiate a mutually acceptable new contract.他们最近未能谈成一个双方都满意的新合同。)They refused to negotiate unless three preliminary requirements were met.如果三项先决条件得不到满足，他们就拒绝谈判。返回retain rten v.9New Wordto keep sth;to continue to have sth保持；持有；保留；继续拥有e.g.)The interior of the shop still retain
20、s a nineteenth-century atmosphere.这家商店的内部装修仍然保留着19世纪的风格。)Retain copies of all correspondence,since you may need them at a later date.要保留好所有信件的副本，日后可能会用到。返回Phrases&Expressionsresult from 产生于，由引起01P&Ee.g.)His failure resulted from not working hard enough.他的失败是工作不够努力造成的。)The company was forced to cut p
21、rices sharply,reducing its profit margin.公司被迫大幅降低其产品价格，减少其利润。Phrases&Expressions01P&E02profit margin 利润率e.g.)We should consider our profit margin when setting our price structure.我们在制定价格结构时应该考虑到利润率。)You should be concerned about the needs of potential customers.你应该关心潜在客户的需求。Phrases&ExpressionsP&E03c
22、ut the price 降价e.g.)Could you cut the price down a little bit?你们能把价格降低一点吗?)We would rather cut down the price than keep a large quantity of goods in stock我们宁肯降低价格，也不愿积压大量货物。Phrases&Expressionspositive cycle 良性循环04P&Ee.g.)This is creating a positive cycle of employment generation and demand growth.这样
23、就形成了就业机会增加和消费需求增长的良性循环。)A company should form a positive cycle of internal control and capital market.公司应形成内部控制和资本市场间的良性循环。Phrases&Expressions01P&E05bulk price 批发价e.g.)The bulk price of this item is really a great bargain.这款商品的批发价真的非常便宜。)If you order 100 pieces in one order,we can offer you the bulk
24、 price of 5 USD/piece with free shipping.如果您一个订单订100件产品，我们可以为您提供批量价格5美元/件。Phrases&ExpressionsP&E06make clear 弄清；解释e.g.)You should make clear exactly what you want to know.你应该确切地讲清楚你要了解什么。)Id like to make clear my thoughts on the subject.我想说清楚我对这一话题的看法。Phrases&ExpressionsTask 1 Work in pairs.Read the
25、 passage and answer the following questions.1What can seller do if they dont get a reply from buyer about the unpaid order?2What shall seller do if buyer bargains for discount before placing an order?3How can buyer attract and retain small wholesale customer?Task 2 1.I have a meeting with my _ about
26、 the new product.2.You should _ what is to be done next.3.Do the plans meet with your _?4.Customer service employees should improve their _ skills.5.The new production line wasted a _ amount of time and money.6.You wont get much help.You will have to use your _.7.The store needs to reposition itself
27、 if it is to boost its sales and _.8.The project is very profitable,with a _ as high as 100%.Complete the following sentences with the words or phrases in the box.Change the form if necessary.supervisor make clear approval negotiating considerable initiative reputation profit marginsupervisorsupervi
28、sorreputationreputationmake clear make clear approvalapproval initiative initiative considerable considerable profit margin profit margin Task 3 1.去年，这个集团的纯利润率为30%。(profit margin)_2.她不愿意主动这么做。(initiative)_3.平台已同意对此纠纷进行调查。(approval)_ 4.股票和债券能给人带来不菲的额外收入。(considerable)_5.在跟人谈项目前你得先制定一个计划。(negotiate)_6
29、.我们要弄清楚买家给予差评的原因。(make clear)_Translate the following sentences into English,using the expressions in brackets.The group had a net profit margin of 30%last year.She does not like to do so from her own initiative.The platform has given its approval for an investigation into the dispute.Shares and bon
30、ds can bring one quite a considerable additional income.You have to work out a plan before you negotiate the project.We should make clear the reason why the buyer gave us a bad feedback.PART THEREReal Case Analysis 在大多数跨境电商平台，产品价格依然是不少卖家获得订单的重要因素。面对砍价的买家，卖家如何给予得体的回复，拒绝买家的砍价或是给予一定的折扣都是一门值得不断学习的学问。询问S
31、ample 1对产品折扣的询问与回复（接受对方砍价/拒绝对方砍价）Hi,I am writing to thank you for the sample of the yoga mat you very kindly sent me.I appreciate the good quality of the goods,but I find your price is on the high side.Information indicates that the yoga mats available at present provided by some other sellers are s
32、old at a level about 10%-15%lower than yours.Could you please consider reducing the price to this level?If you could,we might be able to order 2,000 pieces.Yours faithfully,xxx 下面这位买家在试用样品后，表示瑜伽垫的质量非常好，但价格偏高。显然他/她已将同类产品的价格进行过对比，希望卖家可以让利10%-15%。在此基础上，买家愿意订购2000件。回复Sample 1 对产品折扣的询问与回复（接受对方砍价/拒绝对方砍价）D
33、ear xxx,We appreciate your confidence in the quality of our products.Although we are anxious to do business with you,we regret that it is impossible for us to allow the reduction you asked for.Considering the quality of our products,far superior to those of other online shops,this price is in fact v
34、ery reasonable and quite realistic.We regret,therefore,that we cant make any further concession.Thank you again for your interest in our products.We are looking forward to your reply.Yours faithfully,xxx 卖家虽然很想争取该买家的订单，但瑜伽垫的利润空间有限，因此卖家拒绝在价格上做出让步。对于部分利润空间有限的产品，卖家在拒绝降价时，应注意措辞，可以多使用“regret”、“sorry”等词，并
35、努力通过产品质量优势、同类产品价格优势或信誉保证来争取订单。回复Sample 1 对产品折扣的询问与回复（接受对方砍价/拒绝对方砍价）Dear xxx,Thank you very much for your approval of the quality of our products.In fact,the profit margin for the yoga mat is so thin that any price reduction would make business transaction pointless.However,considering our expectatio
36、n of establishing a long term business relationship with you,we are prepared to offer you a special discount of 10%for an order exceeding 2,000 pieces.Thank you again for your interest in our products.We are looking forward to your order and we trust our mutual efforts will lead to prosperous busine
37、ss.Yours faithfully,xxx 在下面这封回复函中，卖家虽然知道降价会让产品的利润空间更小，但是为了争取大订单并与买家建立长期的业务关系，卖家同意给买家9折优惠，条件是订单量超过2000件。该卖家在表述时条理清晰，开头和结尾都表达了对买家的感谢。在实际的客服工作中，卖家从每一个字里行间的细节里向买家呈现这样一种感恩的态度，对建立业务关系是非常有效的。询问Sample 2对合并支付的询问和回复Hi,I am a reseller and I would like to buy large quantity of your briefcase.Whats the wholesale
38、 price?回复Sample 2 对合并支付的询问和回复Dear friend,Thank you for your inquiry for the wholesale price.Here is the link of the briefcase which you are interested in.If your order is larger than 100 pieces,we could give you a wholesale price USD 50/piece(freight included).Please let us know if you have any furt
39、her questions.We hope to establish business relationship with you.Best Wishes,xxx 对于潜在批发客户的咨询，卖家一定要抓住机会，尽可能全面地提供相关信息，并表达愿意为买家服务并建立业务关系的愿望。HighlightedSentences1.The price has been carefully calculated and cut to the limit._2.Let us meet each other half way by reducing the price by 5%._3.The price is
40、for online promotion._ 4.We will adjust our price accordingly._5.To get the business done,we will cut down our price a little,but we cannot reduce it to the extent you indicated._Highlighted Sentences 价格经过精密计算并已达到极限。让我们通过降价5%来各让一步。这是网上的促销价。我们会相应地调整价格。为了做成这笔生意，我们可以适当降价，但没办法低到你们要求的程度。6.If your order i
41、s large enough,were prepared to reduce the price by 5%._7.The price leaves us limited profit._8.If your order is more than 50 pieces,we will give you a discount of 20%off._9.Wed like to offer you a 10%discount on your order,if you purchase now._10.Considering the long business relations between us,w
42、e agree to make a reduction on price of 5%._Highlighted Sentences 如果您的订单量大的话，我们准备降价5%。该价格给我们的利润有限。如果您的订单超过50件，我们将给您打8折。如果您现在购买的话，我们给您的订单打9折。考虑到长期的业务关系,我们同意降价5%。PART THEREMini-Project Please write an email to your buyer to refuse his request of making a substantial reduction on price of the dress sin
43、ce it is already 52%off.The key steps used are to emphasize the superior quality and the product is worthy of the price.However,you did make a small concession in order to bring the business to a successful conclusion.PART 3Mini-ProjectTHANKYOU跨境电商系列教材Unit 4 On-sale Services of Cross-border E-commerce
