最近有盆友问猫熊哥的有关独家代理为问题，说TA的客户有要求做他们产品的独家代理，该如何答复客户，如何谈判独家代理协议。

这种外贸独家代理形式进出口都常用，你需要懂得其中的套路和谈判技巧。

所以，这里以一个独家代理的谈判实例，培训一下大家对独家代理的基本概念和流程。

FOREIGN EXPOTER: It's very nice of you to invite me to a Chinese lunch.

非常感谢你邀请我的中式午餐

CHINESE IMPORTER:The pleasure is mine, I hope you'd like to have Chinese food today for a change, This Chinese restaurant is one of the best in Shanghai, and foreigners visiting Shanghai would never want to miss typical Shanghai cuisine in this restuarant.

这是我的荣幸，我希望你喜欢今天的中餐，换换口味。这家中餐馆还是上海最好的餐厅之一，来上海的外国人从不想错过典型的这家的典型上海料理。

EXPORTER: I've heard of this famous establishment before, I came to China and I 'm sure I 'll like their food.

我以前听说过这家著名的餐厅，我来过中国兵器我确信我会喜欢他们的食品。

IMPORTER:getting to matters at hand, you told me you're representing  xxx Ltd.and that you wish to introduce their products of (Industrial Induction Heaters, Furances and Welders) into our market, is that so?

我们来谈谈手中的业务吧，你告诉我说你是XXX公司的代表，你打算介绍他们的（工业感应加热炉，锅炉和焊机）产品进入我们市场，是那样的吧？

EXPORTER: Yes. You know, XXX ltd. is an established firm whose products have met with warm reception on the European market for their superior quality and attractive prices, Now they want to develop trade with China and to find an outlet for their products here in Shanghai.

是的，你知道，XXX公司是公认的其产品在欧洲市场以其超高质量和有吸引力的价格备受欢迎。现在他们想开发同中国的贸易，并打算在上海给他们的产品找销路。

I'll appreciate your strenuous efforts to promote the sales in your market on a commission basis. When your attempts prove to be fruitful, I may even consider appointing you as our sole agent in CHina.

我们将非常感激你在佣金的基础上在你们市场的促销的艰苦努力。当你的努力证明有成果，我甚至可能考虑指定你作为我们在中国的独家代理。

IMPORTER: Well,  I suppose we could best discuss this business now, I think you realize that the products you wish to sell are within the scope of our business activities and we have years of experience in this particular line.

我想我们最好可以现在就谈论这事，我认为你也认为你希望销售的产品正好是我们的业务经营范围，并且我们在这条特殊领域有多年的经验。

furhermore, we've got many prospective buyer, including retailers and end-users, who are interested in your products, our sales representative pay regular visits to these buyers and have established excellent connections with them.

另外，我们已经有潜在的买家，包括零售商和最终用户，他们都对你们的产品感兴趣。我们的销售代表定期拜访这些买家并和他们建立非常好的联系。

EXPORTER:It's really very interesting to hear that. How many sales representatives do you have?

听到你说的那些非常令我感兴趣。你们有多少销售代表？

IMPORTER:At present, we have six, They are constantly on the road covering key cities of Zhejiang and Jiangsu Provinces. As a rule, we deal only with exclusive distributors, What I mean is we sell to only one client in any one city.

目前，我们有6个，他们经常去跑在去浙江和江苏省的主要城市的路上。我们的原则是，我们只和独家分销商合作，我的意思是我们在一个城市只卖给一个客户。

EXPORTER: I see, you sell direct to shops.

我明白，你只卖给商店。

IMPORTER: Yes, our clients are all for speciality products, not the kind of things to sell in bulk to wholesalers, we approach the retailers direct, without any middleman.

是的，我们的客户都是专营的，并不是大批量卖给批发商的。我们直接接触零售商，中间没有中间商。

EXPORTER: Do you keep any stock of the goods?

你们货物有库存吗？

IMPORTER:Generally speaking, we do not keep any stock. We'll just pass the orders onto you, and you supply the clients dierct, However, if you decide to appoint us as your sole agent, we may consider carrying a limited quantity of stock on hand.

通常来说，我们没有任何库存，我们只是把订单给你，你直接给他们供货。但是，如果你决定指定我们作为你的独家代理，我们可以考虑手里持有限的库存。

EXPORTER: Then what price should we quote you?

那么我们给你报什么价格呢？

IMPORTER:Well, we would like to have you quote list prices, and then decide what discounts to offer according to whether we supply retailers or end-users, I suppose you might as well work out your prices from your costs.

我们喜欢得到你们的价格表单，然后根据我们给零售商还是最终用户供货来决定多少折扣价格。我想你们应该根据你们成本而算出的价格表。

EXPORTER: Yes. but before fixing our prices, we have to know what your service charges will be.

是的，但是定价前我们需要知道你们的服务费是多少？

IMPORTER: Do you mean commision? That is what I am thinking about. You can raise your prices so as to cover us with a certain percentage, which is to be decided through friendly consultation

你是说佣金？ 那也是我们在考虑的。你可以提高你的价格来包括我们一定的佣金比率。佣金比率可以通过友好协商决定。

EXPORTER: Yes, I like the idea of a percentage, we know where we stand.

是的，我们喜欢比率的说法，我们清楚我们的立场。

IMPORTER:And our remuneration increases with the turnover, But as you know to start with, we'll have more difficulties with new products.Therefore, we would like to ask for a guranteed mininum, I mean an allowance you are going to pay us, say monthly, even if the sales do not warrant it.

并且我们的报酬要随着营业额的增加而增加。但是你知道刚开始，我们将非常困难推销新产品。因此，我们要求应该有最低保障费。我的意思是，

每月即使没有达到最低量，你们应该支付我们津贴。

othervise, with all the travelling and advertising that is to be done, especially at the beginning of our sales campaign, we might find ourselves out of pocket, After all, you can hardly expect us to finance your sales promotion

否则，所有的差旅费，广告费尤其是在刚开始的促销活动费用的支持，我们会发现我们透支了。如果这样，你就很难期望我们有财政支出支持对你产品的推销了

EXPORTER:You are driving a .... how do you say?

你在进行...你说怎么办吧？

IMPORTER: Driving a hard bargain

在进行杀价

EXPORTER: Yes,

是的

IMPORTER:Well, you think so? Supposing you decide to grant us the agency and we both agree on the terms, you should send us as many as possible price lists, illustrated catalogues, and also leaflets to be distributed among our clients.

哦，你这么想？ 假如你决定指定我们作为代理，我们双方就这些条款达成一致。你们将寄给我们很多价格表，图文样本，产品页等发给们的用户。

EXPORTER: Yes, we can give you all that. Then what rate of commission do you expect from us?

是的， 我们可以提供你所有那些资料。那么你希望我们给你多少佣金？

IMPORTER: To start with, we expect 7% commision, It's very reasonable, isn't it? and the area to be designated for our agency representation should include Shanghai, Zhejiang Province and Jiangsu Province.

刚开始，我们希望7%的佣金。这非常合理，不是吗？而且我们代理的地区应该包括上海，浙江省和江苏省。

EXPORTER: I hope we can see eye to eye about your rate of commissioon and the terms of the agency agreement, But I'll have to consult my home office and see what they have to say. This is a matter of importance and it cannot be settled cursorily.

我们希望认真的研究你的佣金和代理协议的条款，但是我必须咨询我们公司，并且看看他们这么说。这是非常重要的事情我们不能草率达成协议。

IMPORTER: Good, Well, let's have lunch together and then we can continue discussing others points this aftermoon

好的，那么，我们一起去吃午餐，然后，下午我们可以继续讨论其他的问题。