加拿大外贸
THIS WEEK'S TIP:Here's How To Stop Giving
Profits Away
Greetings,
At a home accessories and furniture store
I saw a couple of large metal wall pieces I
liked for my office. This place looked like a
family-run operation. The owner saw my
obvious interest in one, came over, and
asked if I liked it.
I tried not showing too much emotion and
asked how much better he could do. His reply
was brilliant:
“These are almost double this amount at Robb &
Stucky’s (a high-end furniture store in Scottsdale).
You can have it for only $295.”
Great answer!
I’m always prepared to pay full price, but I also
like to ask for the sport of it, and, well, because
it works. So I then said,
“How much better can you do if I also get that
one over there,” pointing to a similar piece on the
wall.
I expected something solid like, “Same thing with
that one. Together, you’ll double your savings from
anywhere else.”
Suddenly, though, he turned into a different person.
He caved in, saying,
“Ah, well, OK, I can give you $75 off if you get both.”
He gave away pure profit.
Here’s something that’s not too profound at first glance:
“A dollar in cash money or credit that you give away is
always a dollar of lost profit.”
However, this has enormous implications when you
put it in the context of price objections, negotiations,
and concessions, and also special offers, discounts, and
incentives to purchase.
And with that context in mind, here’s another piece of
wisdom:
“The perception of the value of what you give away—
in the mind of the receiver—can be greater than its price
tag.”
OK, so what does all this mean?
Here's an example. A printer had missed a deadline
date for an order. It caused me inconvenience. In the past
I’ve had printers who knocked something off the price
when they screwed up. Instead, she apologized profusely,
and recovered with this:
“Here’s what I’m going to do for you. I’ve run 20% more
than what you ordered, no charge. And the next time you
do a black and white printing job like this, I’ll throw in a
second basic color at no charge.”
If she would have knocked $100 off the bill, that would have
cost her $100. I imagine she probably has to do at least $400
worth of business to make $100 net profit. Instead, she offered
to give me 20% more than what I ordered, which cost her very
little, since she probably ran 10% more than what I ordered
anyway and would have just wasted it, and her additional
cost was essentially just for the paper.
As for the second color on the next job, not only is
that a clever way to ensure future business (kind of like
having a gift certificate—who hasn’t made a shopping trip
to redeem it even if we didn’t need anything?) but it also
had a high perceived value to me because it’s something
I normally pay for.
Her only cost is to run the job through the press a second
time, and for the colored ink (which she’d likely have on the
press for another job anyway); again much less than the
perceived dollar value.
Think of how you might be able to use these ideas to avoid
giving away dollars in cash, and persuade people to
buy, or buy more quickly.
Here are some ideas.
Understand what’s important to them. Of course, all selling
gets back to this. Money often takes a back seat to other
priorities. For example, if you’re in a price negotiation
and you also know the buyer is under a time crunch,
you could offer quicker delivery instead.
Give product instead of dollars. Instead of dropping price,
throw in some additional products. Give them something
they’re not buying from you now. It gives them the opportunity
to test something out, which could lead to future sales of
that product. This also works great if they are a reseller. They
can then make a profit from what you give them. Also, the
actual retail price of the product could be much greater
than the concession or discount they want, but your actual
cost is lower.
Offer services. How many people do you know who buy
extended warranties, and then actually take advantage of all
the free services that come with them? Sounds valuable at
the time of purchase, but probably a very low redemption rate
by customers.
What can you offer that is high perceived value, high margin,
and low redemption?
Use cross-promotions. One of the discount stock
brokers offered 10,000 frequent flier miles from one of the
major airlines to open up a brokerage account with them.
Every party in the transaction wins there.
Get creative, and don’t give away those hard earned dollars.
A dollar given away is always a dollar of profit.
__________________________________________
QUOTE OF THE WEEK
"Being busy does not always mean real work.
The object of all work is production or accomplishment
and to either of these ends there must be forethought,
system, planning, intelligence, and honest purpose,
as well as perspiration. Seeming to do is not doing."
Thomas Edison
Go and Have Your Best Week Ever!
Art
评论
简要说明：《每周翻译论坛：提高英语表达水平，增强外贸销售能力》
这是一种学习方式，即大家以翻译的方式、跟贴的形式来翻译美国电话推销培训大师ART先生的每周短文，从而在学习美式英语的同时，学习如何推销自己和公司的产品。我以为这是一举两得的好方法。由于我对ART的熟悉，所以，由我担任指导老师。开篇说明的序言请参见我的博客：
http://blog.shanghai.com/user1/1111/archives/2007/2843.html
过去的2007年共有50期内容，请参看2008年的贺年帖子，里面有所有50篇短文的连接地址：
http://bbs.shanghai.com/thread-913751-1-1.html
2008年帖子如下：
第一期，08-01-11：你想成为富翁吗？ （批改参考见23、24楼）
http://bbs.shanghai.com/thread-931859-1-3.html
第二期，08-01-23：每天你都在应试找工作 （批改参考见6、7楼）
http://bbs.shanghai.com/thread-950375-1-1.html
第三期，08-01-25：2008年开门红：轻松销售 （批改参考见12楼）
http://bbs.shanghai.com/thread-955166-1-1.html
第四期：08-02-01：客户喜爱你，他们就会给你金钱 （批改参考见10、11楼）
http://bbs.shanghai.com/thread-964302-1-1.html
第五期：08-02-07：名人也曾经失败过 （批改参考见10楼）
http://bbs.shanghai.com/thread-967286-1-1.html
如有兴趣学习和翻译更多的文章，请你至下述我的博客，翻译以后给我，我会为你评改修正。（内有60篇）
http://blog.netat.net/index.php/110759
已经有部分ART文章，完成了翻译和修正工作，发在了我的博客上：（现有26篇）
http://blog.shanghai.com/user1/1111/index.html
谢谢各位的参与。坚持实践，必有成效。若您有任何意见或建议，或者您需要进一步的英语学习资料和我的英语教学咨询，请发站内短信或直接进入我的QQ 416503427。
评论
给你鼓个掌，支持一下。
评论
希望老师可以帮我看看。字体有点乱，见谅。
THIS WEEK'S TIP:
Here's How To Stop Giving
Profits Away
如何避免放弃利润
Greetings,
大家好
At a home accessories and furniture store
I saw a couple of large metal wall pieces I
liked for my office. This place looked like a
family-run operation. The owner saw my
obvious interest in one, came over, and
asked if I liked it.
在一家家用配饰和家具的店里我看到几种我想用在办公室的墙砖。这家电看起来像是家族经营的。店主注意到我对其中一种很感兴趣，就走过来问我是不是喜欢。
I tried not showing too much emotion and
asked how much better he could do. His reply
was brilliant:
我尽力平静的问他还可以给个更好的价钱吗.他的回答很明智：
“These are almost double this amount at Robb &
Stucky’s (a high-end furniture store in Scottsdale).
You can have it for only $295.”
“在Robb&Stucky(一家在scottsdale经营的高端家具店)那里需要差不多两倍的价钱。你可以只花295美元。
Great answer!
很棒的回答!
I’m always prepared to pay full price, but I also
like to ask for the sport of it, and, well, because
it works. So I then said,
我总是准备付全价，但是还喜欢随口再问问，因为它确实有效。所以我说:
“How much better can you do if I also get that
one over there,” pointing to a similar piece on the
wall.
“那边的那个我也要的话，可以再便宜吗？”指着墙上类似的一块。
I expected something solid like, “Same thing with
that one. Together, you’ll double your savings from
anywhere else.”
我期待一个很坚定的口吻像“那个也一样。一起的话，你可以比别处省双倍的钱。”
Suddenly, though, he turned into a different person.
He caved in, saying,
突然，他换了个人。他屈服的说：
“Ah, well, OK, I can give you $75 off if you get both.”
“好的，两样都买的话，我可以再便宜你７５美元。”
He gave away pure profit.
他放弃了纯利。
Here’s something that’s not too profound at first glance:
这里的道理一下子并不能认识深刻。
“A dollar in cash money or credit that you give away is
always a dollar of lost profit.”
“不管是现金还是信用卡上的钱，你放弃的都是纯利。”
However, this has enormous implications when you
put it in the context of price objections, negotiations,
and concessions, and also special offers, discounts, and
incentives to purchase.
但是，它具有巨大的指示意义在你把它放到价格不一致、谈判或者让步，或者特殊服务、折扣或者购买动机中去考虑时。
And with that context in mind, here’s another piece of
wisdom:
并且在脑海中，还有另一条名言：
“The perception of the value of what you give away—
in the mind of the receiver—can be greater than its price
tag.”
＂在接受者的脑海中，你放弃的利润对他的感觉要比价格牌给他的要深刻的多。＂
OK, so what does all this mean?
好吧，这些到底意味着什么呢？
Here's an example. A printer had missed a deadline
date for an order. It caused me inconvenience. In the past
I’ve had printers who knocked something off the price
when they screwed up. Instead, she apologized profusely,
and recovered with this:
举个例子。一个打印工错过了一个单子的最后期限。这给我带来了不便。之前对那些搞砸事情的打印工，我总是扣他们钱。她不这么做，而是连连道歉，并且说这样补偿
“Here’s what I’m going to do for you. I’ve run 20% more
than what you ordered, no charge. And the next time you
do a black and white printing job like this, I’ll throw in a
second basic color at no charge.”
“这是我要为你做的事。我为你免费多印了20%。下次你印黑白印，我还是会给你免费多印。”
If she would have knocked $100 off the bill, that would have
cost her $100. I imagine she probably has to do at least $400
worth of business to make $100 net profit. Instead, she offered
to give me 20% more than what I ordered, which cost her very
little, since she probably ran 10% more than what I ordered
anyway and would have just wasted it, and her additional
cost was essentially just for the paper.
如果她答应扣掉100美元，那她就会实实在在损失100美元。我想她大概要做400美元生意才可以赚100美元纯利。相反，她给我多印20%,让她损失很少，因为她大概帮我多印10%，然后就当损耗，她的额外损失基本上就是一点纸钱。
As for the second color on the next job, not only is
that a clever way to ensure future business (kind of like
having a gift certificate—who hasn’t made a shopping trip
to redeem it even if we didn’t need anything?) but it also
had a high perceived value to me because it’s something
I normally pay for.
至于下次工的好处，不止是一个保证未来生意（像一个礼物兑换券-即使我们不需要买任何东西也需要跑过去兑换）的聪明办法，但是对我来说是一个可见的好处，因为我常常为此花钱。
Her only cost is to run the job through the press a second
time, and for the colored ink (which she’d likely have on the
press for another job anyway); again much less than the
perceived dollar value.
她唯一的损失只是跑去再印一遍。至于彩印（她做另一个工的时候总是要用的）；还是比之前的纯利损失少得多。
Think of how you might be able to use these ideas to avoid
giving away dollars in cash, and persuade people to
buy, or buy more quickly.
想想你如何把这些想法用到避免纯利损失和说服客人来买东西或者更快的买东西。
Here are some ideas.
这里有一些想法。
Understand what’s important to them. Of course, all selling
gets back to this. Money often takes a back seat to other
priorities. For example, if you’re in a price negotiation
and you also know the buyer is under a time crunch,
you could offer quicker delivery instead.
认识对他们重要的东西。当然，所有销售都是从这个出发的。钱常常并不是最优先的。比如，如果你在价格谈判中，知道买方时间非常赶，你可以提出较早的交期。
Give product instead of dollars. Instead of dropping price,
throw in some additional products. Give them something
they’re not buying from you now. It gives them the opportunity
to test something out, which could lead to future sales of
that product. This also works great if they are a reseller. They
can then make a profit from what you give them. Also, the
actual retail price of the product could be much greater
than the concession or discount they want, but your actual
cost is lower.
给他们产品而不是钱。比起降价，应该附送产品。给他们一些现在不在你这边做的产品。这给他们一个机会尝试，可能会给未来带来商机。如果他们是卖家的家，这也行得通。他们可以从你给他们的产品中获利。同样，真正的零售价可能比他们要的让步或者折扣要多得多，但是你实际的损失就小了。
Offer services. How many people do you know who buy
extended warranties, and then actually take advantage of all
the free services that come with them? Sounds valuable at
the time of purchase, but probably a very low redemption rate
by customers.
提供服务。你知道有多少人买了延长的保修期，而后从随之而来的免费服务中获益？听起来在购买的时候很值得，但是客户那边可能只有非常低的人需要服务。
What can you offer that is high perceived value, high margin,
and low redemption?
你可以提供的是高预期价值，高利润，低偿还率的服务吗？
Use cross-promotions. One of the discount stock
brokers offered 10,000 frequent flier miles from one of the
major airlines to open up a brokerage account with them.
Every party in the transaction wins there.
运用交叉促进。一个折扣库存经纪人在一个主要的航线附近提供10000个频繁的快车，和他们开了一个回扣帐户。
Get creative, and don’t give away those hard earned dollars.
要有创造力，不要放弃那些辛苦挣得的钱。
A dollar given away is always a dollar of profit.
那些放弃的钱往往是纯利。
__________________________________________
QUOTE OF THE WEEK
"Being busy does not always mean real work.
The object of all work is production or accomplishment
and to either of these ends there must be forethought,
system, planning, intelligence, and honest purpose,
as well as perspiration. Seeming to do is not doing."
Thomas Edison
“忙并不总是意味着你在好好工作。所有工作的目的是生产或者说完成目标。达到他们中的任何一个都必须预先计划，系统规划，需要智慧、纯粹的目的和汗水。看起来在做并不有效。”
汤姆 爱迪生
Go and Have Your Best Week Ever!
Art
评论
做了部分修正希望老师可以帮我看看。字体有点乱，见谅。
THIS WEEK'S TIP:
Here's How To Stop Giving Profits Away
如何避免放弃利润
Greetings,
大家好
At a home accessories and furniture store
I saw a couple of large metal wall pieces I
liked for my office. This place looked like a
family-run operation. The owner saw my
obvious interest in one, came over, and
asked if I liked it.
在一家家用配饰和家具的店里我看到几种我想用在办公室的墙砖。这家电看起来像是家族经营的。店主注意到我对其中一种很感兴趣，就走过来问我是不是喜欢。
metal wall piece 装在墙上的金属制品（如把干之类）
I tried not showing too much emotion and
asked how much better he could do. His reply
was brilliant:
我尽力平静的问他还可以给个更好的价钱吗.他的回答很明智：
tried not showing too much emotion 尽量不露声色、尽量不显示自己的好感
“These are almost double this amount at Robb &
Stucky’s (a high-end furniture store in Scottsdale).
You can have it for only $295.”
“在Robb&Stucky(一家在scottsdale经营的高端家具店)那里需要差不多两倍的价钱。你可以只花295美元。
Great answer!
很棒的回答!
I’m always prepared to pay full price, but I also
like to ask for the sport of it, and, well, because
it works. So I then said,
我总是准备付全价，但是还喜欢随口再问问，因为它确实有效。所以我说:
I also like to ask for the sport of it 我还是喜欢还个价，只是为了实践实践（或曰：为了多玩玩这个讨价还价的“运动”）
“How much better can you do if I also get that
one over there,” pointing to a similar piece on the
wall.
“那边的那个我也要的话，可以再便宜吗？”指着墙上类似的一块。
I expected something solid like, “Same thing with
that one. Together, you’ll double your savings from
anywhere else.”
我期待一个很坚定的口吻像“那个也一样。一起的话，你可以比别处省双倍的钱。”
Suddenly, though, he turned into a different person.
He caved in, saying,
突然，他换了个人。他屈服的说：
“Ah, well, OK, I can give you $75 off if you get both.”
“好的，两样都买的话，我可以再便宜你７５美元。”
He gave away pure profit.
他放弃了纯利。
Here’s something that’s not too profound at first glance:
这里的道理一下子并不能认识深刻。
“A dollar in cash money or credit that you give away is
always a dollar of lost profit.”
“不管是现金还是信用卡上的钱，你放弃的都是纯利。”
“你所给出的一元现金或是一元抵价信用值，都是损失了一元纯利。”
However, this has enormous implications when you
put it in the context of price objections, negotiations,
and concessions, and also special offers, discounts, and
incentives to purchase.
但是，它具有巨大的指示意义在你把它放到价格不一致、谈判或者让步，或者特殊服务、折扣或者购买动机中去考虑时。
但是，它在如下场景当中就有巨大的含义：价格性拒绝、谈判、让步等，以及特别优惠、折扣、购买返利等。
注意英文context和content的对比含义
And with that context in mind, here’s another piece of
wisdom:
并且在脑海中，还有另一条名言：
并且以上述场景而言，还有另一条名言：
“The perception of the value of what you give away—
in the mind of the receiver—can be greater than its price
tag.”
＂在接受者的脑海中，你放弃的利润对他的感觉要比价格牌给他的要深刻的多。＂
the value 价值
OK, so what does all this mean?
好吧，这些到底意味着什么呢？
Here's an example. A printer had missed a deadline
date for an order. It caused me inconvenience. In the past
I’ve had printers who knocked something off the price
when they screwed up. Instead, she apologized profusely,
and recovered with this:
举个例子。一个打印工错过了一个单子的最后期限。这给我带来了不便。之前对那些搞砸事情的打印工，我总是扣他们钱。她不这么做，而是连连道歉，并且说这样补偿
I’ve had printers who knocked something off the price
when they screwed up. 过去我所遇到的是出错以后会减去一些费用的印刷商。
“Here’s what I’m going to do for you. I’ve run 20% more
than what you ordered, no charge. And the next time you
do a black and white printing job like this, I’ll throw in a
second basic color at no charge.”
“这是我要为你做的事。我为你免费多印了20%。下次你印黑白印，我还是会给你免费多印。”
If she would have knocked $100 off the bill, that would have
cost her $100. I imagine she probably has to do at least $400
worth of business to make $100 net profit. Instead, she offered
to give me 20% more than what I ordered, which cost her very
little, since she probably ran 10% more than what I ordered
anyway and would have just wasted it, and her additional
cost was essentially just for the paper.
如果她答应扣掉100美元，那她就会实实在在损失100美元。我想她大概要做400美元生意才可以赚100美元纯利。相反，她给我多印20%,让她损失很少，因为她大概帮我多印10%，然后就当损耗，她的额外损失基本上就是一点纸钱。
As for the second color on the next job, not only is
that a clever way to ensure future business (kind of like
having a gift certificate—who hasn’t made a shopping trip
to redeem it even if we didn’t need anything?) but it also
had a high perceived value to me because it’s something
I normally pay for.
至于下次工的好处，不止是一个保证未来生意（像一个礼物兑换券-即使我们不需要买任何东西也需要跑过去兑换）的聪明办法，但是对我来说是一个可见的好处，因为我常常为此花钱。
Her only cost is to run the job through the press a second
time, and for the colored ink (which she’d likely have on the
press for another job anyway); again much less than the
perceived dollar value.
她唯一的损失只是跑去再印一遍。至于彩印（她做另一个工的时候总是要用的）；还是比之前的纯利损失少得多。
Think of how you might be able to use these ideas to avoid
giving away dollars in cash, and persuade people to
buy, or buy more quickly.
想想你如何把这些想法用到避免纯利损失和说服客人来买东西或者更快的买东西。
Here are some ideas.
这里有一些想法。
Understand what’s important to them. Of course, all selling
gets back to this. Money often takes a back seat to other
priorities. For example, if you’re in a price negotiation
and you also know the buyer is under a time crunch,
you could offer quicker delivery instead.
认识对他们重要的东西。当然，所有销售都是从这个出发的。钱常常并不是最优先的。比如，如果你在价格谈判中，知道买方时间非常赶，你可以提出较早的交期。
理解什么对他们更重要。。。
Give product instead of dollars. Instead of dropping price,
throw in some additional products. Give them something
they’re not buying from you now. It gives them the opportunity
to test something out, which could lead to future sales of
that product. This also works great if they are a reseller. They
can then make a profit from what you give them. Also, the
actual retail price of the product could be much greater
than the concession or discount they want, but your actual
cost is lower.
给他们产品而不是钱。比起降价，应该附送产品。给他们一些现在不在你这边做的产品。这给他们一个机会尝试，可能会给未来带来商机。如果他们是卖家的家，这也行得通。他们可以从你给他们的产品中获利。同样，真正的零售价可能比他们要的让步或者折扣要多得多，但是你实际的损失就小了。
Offer services. How many people do you know who buy
extended warranties, and then actually take advantage of all
the free services that come with them? Sounds valuable at
the time of purchase, but probably a very low redemption rate
by customers.
提供服务。你知道有多少人买了延长的保修期，而后从随之而来的免费服务中获益？听起来在购买的时候很值得，但是客户那边可能只有非常低的人需要服务。
What can you offer that is high perceived value, high margin,
and low redemption?
你可以提供的是高预期价值，高利润，低偿还率的服务吗？
Use cross-promotions. One of the discount stock
brokers offered 10,000 frequent flier miles from one of the
major airlines to open up a brokerage account with them.
Every party in the transaction wins there.
运用交叉促进。一个折扣库存经纪人在一个主要的航线附近提供10000个频繁的快车，和他们开了一个回扣帐户。
运用交叉促销。有个低价股票经纪商为新开户的客户附送一家主要航空公司一万英里的里程信用。
Get creative, and don’t give away those hard earned dollars.
要有创造力，不要放弃那些辛苦挣得的钱。
A dollar given away is always a dollar of profit.
那些放弃的钱往往是纯利。
__________________________________________
QUOTE OF THE WEEK
"Being busy does not always mean real work.
The object of all work is production or accomplishment
and to either of these ends there must be forethought,
system, planning, intelligence, and honest purpose,
as well as perspiration. Seeming to do is not doing."
Thomas Edison
“忙并不总是意味着你在好好工作。所有工作的目的是生产或者说完成目标。达到他们中的任何一个都必须预先计划，系统规划，需要智慧、纯粹的目的和汗水。看起来在做并不有效。”
汤姆 爱迪生
Go and Have Your Best Week Ever!
Art
[ 本帖最后由 bruce1 于 2008-3-11 17:22 编辑 ]
评论
顶起来
向bruce老师和大家问好！
另，4楼的签名用的恰到好处"Stay hungry,stay foolish"
评论
Always thank u ,Bruce!
评论
thank you !you are very good,please go ahead!
评论
郁闷！！！！！ 这几天没看到翻译，没想到今天刚做完上来一看，老师已经修改了。。。。。 下次不能往后拖了。。。先传上再说吧。。。
评论
THIS WEEK'S TIP:
Here's How To Stop Giving
Profits Away
如何不让利润溜走
Greetings,
大家好
At a home accessories and furniture store
I saw a couple of large metal wall pieces I
liked for my office. This place looked like a
family-run operation. The owner saw my
obvious interest in one, came over, and
asked if I liked it.
在一个家居商品店里，我看到了一些大型的墙片，（我曾经想在我的办公室里布置这些东西）。这个地方看起来就像是一个家庭经营的操作模式。老板看出我对其中的一些产品感兴趣，走过来问我是否喜欢他们。
I tried not showing too much emotion and
asked how much better he could do. His reply
was brilliant:
我极力掩饰我的喜爱之情，问他他能给我的最好的价格。他的回答非常棒：
“These are almost double this amount at Robb &
Stucky’s (a high-end furniture store in Scottsdale).
You can have it for only $295.”
“在Robb&Stucy，几乎是双倍的价格，但是在这里你只需要付295$就能得到他”
Great answer!
这个回答太棒了。
I’m always prepared to pay full price, but I also
like to ask for the sport of it, and, well, because
it works. So I then said,
我总是喜欢付全款，但是我同时也喜欢问一下它的运动性，好的，因为他会起作用。因此，我问到：
“How much better can you do if I also get that
one over there,” pointing to a similar piece on the
wall.
“如果我想买那一款的话，你给我什么样的价格呢”我指着墙上一个类似的产品问道。
I expected something solid like, “Same thing with
that one. Together, you’ll double your savings from
anywhere else.”
我希望听到这样的回答，“都是一样的货。这样，你会比从其他地方购买又可以省出一部分钱”
Suddenly, though, he turned into a different person.
He caved in, saying,
突然，他好像是变成了另外一个人似的。就让给自己挖了个洞，然后自己钻进去了，说到：
“Ah, well, OK, I can give you $75 off if you get both.”
“这样的话，如果你购买两套的话， 我可以给你这个价格，75$”
He gave away pure profit.
他不自觉地让出了一部分利润。
Here’s something that’s not too profound at first glance:
“A dollar in cash money or credit that you give away is
always a dollar of lost profit.”
乍一看，这似乎不是太难理解：“你让出的一美元的现金或信用卡就是你丢失了一美元的利润”
However, this has enormous implications when you
put it in the context of price objections, negotiations,
and concessions, and also special offers, discounts, and
incentives to purchase.
然而，当你在进行策略性讨价还价，价格让步还有特殊报价，折扣和购买动机的时候，一美元的利润就会有很大的牵连。
And with that context in mind, here’s another piece of
wisdom:
“The perception of the value of what you give away—
in the mind of the receiver—can be greater than its price
tag.”
“在买家看来，你拿出的那部分利润应该比你价格标签上的价格的利润还要高”
OK, so what does all this mean?
好的，那么所有的这一切都意味着什么呢？
Here's an example. A printer had missed a deadline
date for an order. It caused me inconvenience. In the past
I’ve had printers who knocked something off the price
when they screwed up. Instead, she apologized profusely,
and recovered with this:
这儿有一个例子。一位印刷工错过了订单的最后期限。给我添了很多麻烦。
他们反而会真诚地给我道歉，这么说：
“Here’s what I’m going to do for you. I’ve run 20% more
than what you ordered, no charge. And the next time you
do a black and white printing job like this, I’ll throw in a
second basic color at no charge.”
“我会为你做点什么的。我已经免费提供给你订单量的超过20%的货物数量。当下一次你在做一次黑色和白色印刷的时候，我会免费提供给另一种基本颜色。”
If she would have knocked $100 off the bill, that would have
cost her $100. I imagine she probably has to do at least $400
worth of business to make $100 net profit. Instead, she offered
to give me 20% more than what I ordered, which cost her very
little, since she probably ran 10% more than what I ordered
anyway and would have just wasted it, and her additional
cost was essentially just for the paper.
如果他从账单中拿出100美元的话，那么对他来说成本就是100美元。我在想象，可能他至少做400美元的生意才会有100美元的纯利润。然而，他给我订单数量的超过20%的货物，这些货物的成本就很低了。因为他可能提供给我所下定单的超过10%的货物都是以前他原本要废掉的产品，那么多出的那部分成本就只有纸的费用了。
As for the second color on the next job, not only is
that a clever way to ensure future business (kind of like
having a gift certificate—who hasn’t made a shopping trip
to redeem it even if we didn’t need anything?) but it also
had a high perceived value to me because it’s something
I normally pay for.
至于下一步工作中的免费赠送的第二种颜色，不仅仅是保证今后生意的一种聪明的方法，而且对我来说也具有很高的感知价值，因为都是一些我平常要买的那些东西。
Her only cost is to run the job through the press a second
time, and for the colored ink (which she’d likely have on the
press for another job anyway); again much less than the
perceived dollar value.
他唯一的成本就是二次印刷带来的成本。至于颜料，她很可能是在用另一个工作中剩下的；这就比能感知到的成本又低了很多。
Think of how you might be able to use these ideas to avoid
giving away dollars in cash, and persuade people to
buy, or buy more quickly.
自己考虑一下如何用这些主意去避免拿出你的先进，成功地说服人们去买你的产品，立刻就买。
Here are some ideas.
这是一些主意。
Understand what’s important to them. Of course, all selling
gets back to this. Money often takes a back seat to other
priorities. For example, if you’re in a price negotiation
and you also know the buyer is under a time crunch,
you could offer quicker delivery instead.
要了解什么对客户是最重要的。当然，所有的销售都会归结到这一点上。金钱通常让位于其他物品。例如，如果你们讨价还价花了一定的时间，那么你要意识到买家的时间很紧，你需要给他一个好的交货期。
Give product instead of dollars. Instead of dropping price,
throw in some additional products. Give them something
they’re not buying from you now. It gives them the opportunity
to test something out, which could lead to future sales of
that product. This also works great if they are a reseller. They
can then make a profit from what you give them. Also, the
actual retail price of the product could be much greater
than the concession or discount they want, but your actual
cost is lower.
给客户些产品而不是现金。不要降低价格，而要给他们一些附加产品。给他们一些他们从你这里不能卖到的附加产品。让他们有机会去对产品试用，这会给你带来这些附加产品的未来销售。如果他们是一些二手经销商，这同样会有很大的作用。他们能从这些产品中获得一部分利润。同时，产品的零售价格要比他们想要获得的折扣价格要高，但是你的成本却低一些。
Offer services. How many people do you know who buy
extended warranties, and then actually take advantage of all
the free services that come with them? Sounds valuable at
the time of purchase, but probably a very low redemption rate
by customers.
提供全面的服务。你知道多少人购买延长的保证期限，从而享受着免费服务的优势呢？在购买的那一刻，听起来很有价值的，但是顾客很少会要求退货。
What can you offer that is high perceived value, high margin,
and low redemption?
你所提供的货物是高价值，高利润，低退货率的吗？
Use cross-promotions. One of the discount stock
brokers offered 10,000 frequent flier miles from one of the
major airlines to open up a brokerage account with them.
Every party in the transaction wins there.
使用交叉促销法。股票回扣经济人之一对于在主要航线上飞满10，000里的顾客，都会帮助他们开一个回扣账户。参与交易的每一方都是赢家。
Get creative, and don’t give away those hard earned dollars.
创新吧，不要拿出那些你已经赚取的现金。
A dollar given away is always a dollar of profit.
拿出一美元现金就是一美元的纯利阿。
__________________________________________
QUOTE OF THE WEEK
"Being busy does not always mean real work.
The object of all work is production or accomplishment
and to either of these ends there must be forethought,
system, planning, intelligence, and honest purpose,
as well as perspiration. Seeming to do is not doing."
Thomas Edison
本周引言：
“繁忙不意味着工作有成效。所有工作的目的都在于你的产品或成就，还有可能预知的结果，你的系统，计划，智力和诚信，同时还有你的付出。似乎在做并不代表你在做”
Go and Have Your Best Week Ever!
Art
评论
继续等待第七期。。
评论
THIS WEEK'S TIP:
Here's How To Stop Giving
Profits Away 如何避免失去利润
Greetings,大家好!
At a home accessories and furniture store
I saw a couple of large metal wall pieces I
liked for my office. This place looked like a
family-run operation. The owner saw my
obvious interest in one, came over, and
asked if I liked it. 在一家室内装修和家具商店看到两钟很大的金属色的墙砖,我想买过来装修我的办公室.这家店看起来是家族式经营的商店,老板看我对其中一款很感兴趣,就走过来问我是不是很喜欢.
I tried not showing too much emotion and
asked how much better he could do. His reply
was brilliant:我假装不是很感兴趣, 同时问他能不能给个更好的价钱. 他的回答很精明:
“These are almost double this amount at Robb &
Stucky’s (a high-end furniture store in Scottsdale).
You can have it for only $295.””这些在Robb & Stucky’s 商店,( Scottsdale一家很大的精品家具店),你要花两倍的价钱才能买到.”
Great answer! 多好的回答!
I’m always prepared to pay full price, but I also
like to ask for the sport of it, and, well, because
it works. So I then said, 我总是准备着原价买下来,但总是会再迂回一番,因为这种方法总是很可行.于是我说:
“How much better can you do if I also get that
one over there,” pointing to a similar piece on the
wall. “如果我再买这一块的话,价钱能不能再便宜点?”我指着墙上类似的另一块说.
I expected something solid like, “Same thing with
that one. Together, you’ll double your savings from
anywhere else.”
我期待得到坚决的回答.像 “那一块也一样, 你从其他地方买的话要花两倍的价钱.”
Suddenly, though, he turned into a different person.
He caved in, saying,
突然, 他好像变成另外一个人. 说:
“Ah, well, OK, I can give you $75 off if you get both.”
“ 好的, 如果你两件都买的花,我便宜75美元.”
He gave away pure profit. 他放弃了纯利润.
Here’s something that’s not too profound at first glance:
有一些东西,第一印象不是很深刻.
“A dollar in cash money or credit that you give away is
always a dollar of lost profit.”
“ 不管是现金还是信用卡,你放弃的一美元就是你损失了一美元的纯利润.”
However, this has enormous implications when you
put it in the context of price objections, negotiations,
and concessions, and also special offers, discounts, and
incentives to purchase. 但是，你把它放到价格异议、谈判, 让步，或者特殊服务、折扣或者购买动机中去考虑时, 它具有巨大的含义.
And with that context in mind, here’s another piece of
wisdom: 在这样的情景中去考虑的话,这里有一个充满智慧的例子:
“The perception of the value of what you give away—
in the mind of the receiver—can be greater than its price
tag.”
“你对你所放弃的价值的理解是,在你心中,它所含有的价值一定要比价格牌上的价值高.”
OK, so what does all this mean?
好的, 这样的话,这句话是什么意思呢?
Here's an example. A printer had missed a deadline
date for an order. It caused me inconvenience. In the past
I’ve had printers who knocked something off the price
when they screwed up. Instead, she apologized profusely,
and recovered with this:
这里有一个例子: 一个打印工耽误了一个单子的货期. 它造成了我的不便. 如果像往常,我肯定是让打印工降低这票货的价格.但这次不一样,她真诚的道歉并给我这样的答复:
“Here’s what I’m going to do for you. I’ve run 20% more
than what you ordered, no charge. And the next time you
do a black and white printing job like this, I’ll throw in a
second basic color at no charge.”
“这是我要给你做的事.我给你免费多印20%.下次还有这样的黑白印,我再免费给你印.”
If she would have knocked $100 off the bill, that would have
cost her $100. I imagine she probably has to do at least $400
worth of business to make $100 net profit. Instead, she offered
to give me 20% more than what I ordered, which cost her very
little, since she probably ran 10% more than what I ordered
anyway and would have just wasted it, and her additional
cost was essentially just for the paper.
如果她答应从货款中扣掉100美元, 那她就实实在在的损失100美元.我想她要做至少400美元的生意才能赚得100美元的纯利润.然而,她要是多做20%,这样她的损失会很小.她可能会多做10%,其他的就当是损耗.这样她的损失只不过是一些纸的钱.
As for the second color on the next job, not only is
that a clever way to ensure future business (kind of like
having a gift certificate—who hasn’t made a shopping trip
to redeem it even if we didn’t need anything?) but it also
had a high perceived value to me because it’s something
I normally pay for.
至于下次的工作，这不止是一个保证未来生意的聪明办法（它像一个礼物兑换券-即使我们不需要买任何东西也要跑过去兑换），但是对我来说是一个可见的好处，因为我常常为此花钱。
Her only cost is to run the job through the press a second
time, and for the colored ink (which she’d likely have on the
press for another job anyway); again much less than the
perceived dollar value.
她的损失只不过是再去复印一次,至于彩印, 她做另一个工作的时候总是要用的, 她的损失还是比实际的少.
Think of how you might be able to use these ideas to avoid
giving away dollars in cash, and persuade people to
buy, or buy more quickly.
想想你自己是怎么用这些想法来避免现金的损失, 去说服客人去买,并更快的买更多的东西.
Here are some ideas.这里有一些想法.
Understand what’s important to them. Of course, all selling
gets back to this. Money often takes a back seat to other
priorities. For example, if you’re in a price negotiation
and you also know the buyer is under a time crunch,
you could offer quicker delivery instead.
要理解什么对他们来说是重要的. 当然,所有的销售策略都归于这一点. 钱常常让位于其他更优先的条件.比如, 你再谈判的时候知道这个客人更需要时间快点,你就提供较早的货期给他.
Give product instead of dollars. Instead of dropping price,
throw in some additional products. Give them something
they’re not buying from you now. It gives them the opportunity
to test something out, which could lead to future sales of
that product. This also works great if they are a reseller. They
can then make a profit from what you give them. Also, the
actual retail price of the product could be much greater
than the concession or discount they want, but your actual
cost is lower.
给他们产品而不是钱,比起降低价钱,更应该附送产品.给他们一些不是从你这边买来的东西.给他们一次机会去尝试,这也许会给你带来商机. 如果他们是卖价的话,这个方法也很管用. 因为他们能从你给的东西中获得好处. 同样，产品真正的零售价可能比他们要的让步或者折扣要多得多，但是你实际的损失就小了。
Offer services. How many people do you know who buy
extended warranties, and then actually take advantage of all
the free services that come with them? Sounds valuable at
the time of purchase, but probably a very low redemption rate
by customers.
What can you offer that is high perceived value, high margin,
and low redemption?
提供服务. 你知道有几个人会买额外的担保, 并从随之的免费服务中得到真正的好处?这些听起来在购物中比较有用, 但实际上带给顾客的利益很小.你可以提供很高的实际价值, 高的利润, 低的回报率?
Use cross-promotions. One of the discount stock
brokers offered 10,000 frequent flier miles from one of the
major airlines to open up a brokerage account with them.
Every party in the transaction wins there. 运用交叉促进。一个折扣库存经纪人在一个主要的航线附近提供10000个频繁的快车，和他们开了一个回扣帐户。
Get creative, and don’t give away those hard earned dollars.
要有创造力，不要放弃那些辛苦挣得的钱。
A dollar given away is always a dollar of profit.
那些放弃的钱往往是纯利.
__________________________________________
QUOTE OF THE WEEK
"Being busy does not always mean real work.
The object of all work is production or accomplishment
and to either of these ends there must be forethought,
system, planning, intelligence, and honest purpose,
as well as perspiration. Seeming to do is not doing."
Thomas Edison
忙并不意味着你在好好工作.所有工作的目标是生产或者说完成目标。达到他们中的任何一个都必须预先计划，系统规划，需要智慧、纯粹的目的和汗水。要不然看起来在做并不有效。”
汤姆 爱迪生
Go and Have Your Best Week Ever!
祝你这周过得愉快!
Art
评论
这个一定要坚持下去。
one stone, two birds.
评论
THIS WEEK'S TIP:
Here's How To Stop Giving
关于如何停止给予
Profits Away
Greetings,
At a home accessories and furniture store
I saw a couple of large metal wall pieces I
liked for my office. This place looked like a
family-run operation. The owner saw my
obvious interest in one, came over, and
asked if I liked it.
在一家家居商店，我看到几个巨大的金属墙块，我喜欢它放在我的办公室里。
这个地方看起来象家族型的。店主明显的看到我对一个感兴趣，走过来问我是否喜欢它。
I tried not showing too much emotion and
asked how much better he could do. His reply
was brilliant:
我尽量不表现出太多的兴趣。问他能卖多少？他答复的非常优秀
“These are almost double this amount at Robb &
Stucky’s (a high-end furniture store in Scottsdale).
You can have it for only $295.”
在ROBB—STUCK‘S的店里是双倍的从价格。这里只需$295
Great answer!
很好的回答。
I’m always prepared to pay full price, but I also
like to ask for the sport of it, and, well, because
it works. So I then said,
我准备付全价，但是我喜欢问。。。。然后我说
“How much better can you do if I also get that
one over there,” pointing to a similar piece on the
wall.
如果我也买那边那个，你可以给多少？，指墙上相式的一块。
I expected something solid like, “Same thing with
that one. Together, you’ll double your savings from
anywhere else.”
我期望这样的回答：同那个一样，一起，你也可以省下从其它地方的钱。
Suddenly, though, he turned into a different person.
He caved in, saying, 突然，他转向另一个人，他投降，说
“Ah, well, OK, I can give you $75 off if you get both.”
好的，如果你买两个，我可以给你减$75
He gave away pure profit.
他拿走了纯利润
Here’s something that’s not too profound at first glance:
初看起来没有太多的深处。
“A dollar in cash money or credit that you give away is
always a dollar of lost profit.”
你拿走的一元的现金或支票将是一元利润损失。
However, this has enormous implications when you
put it in the context of price objections, negotiations,
and concessions, and also special offers, discounts, and
incentives to purchase.
然而，当你放在价格背景下，这是个巨大的。。
谈判，让步，特殊报价，降价，对购买的刺激。
And with that context in mind, here’s another piece of
wisdom:
在我的记忆里，有其它的学问。
“The perception of the value of what you give away—
in the mind of the receiver—can be greater than its price
tag.”
你拿走的利润的观念，在买家的思想里，目标价可以更好。
OK, so what does all this mean?
好，什么意思呢？
Here's an example. A printer had missed a deadline
date for an order. It caused me inconvenience. In the past
I’ve had printers who knocked something off the price
when they screwed up. Instead, she apologized profusely,
and recovered with this:这里有一个例子。
一个印刷商错过了一个定单的死期，导致我的不变。最后。
我要印刷工降价来代替不停的道歉。
“Here’s what I’m going to do for you. I’ve run 20% more
than what you ordered, no charge. And the next time you
do a black and white printing job like this, I’ll throw in a
second basic color at no charge.”
这是我将为你做的，我将给20%的免费，下次你做象这样的黑白印刷，我将免费
给你做两个基本色。
If she would have knocked $100 off the bill, that would have
cost her $100. I imagine she probably has to do at least $400
worth of business to make $100 net profit. Instead, she offered
to give me 20% more than what I ordered, which cost her very
little, since she probably ran 10% more than what I ordered
anyway and would have just wasted it, and her additional
cost was essentially just for the paper.
如果他从帐单里减掉$100,将失去$100,我想她可能要做$400价值的生意去赚这个￥100，
反之，她提供20%
As for the second color on the next job, not only is
that a clever way to ensure future business (kind of like
having a gift certificate—who hasn’t made a shopping trip
to redeem it even if we didn’t need anything?) but it also
had a high perceived value to me because it’s something
I normally pay for.
Her only cost is to run the job through the press a second
time, and for the colored ink (which she’d likely have on the
press for another job anyway); again much less than the
perceived dollar value.
Think of how you might be able to use these ideas to avoid
giving away dollars in cash, and persuade people to
buy, or buy more quickly.
Here are some ideas.
Understand what’s important to them. Of course, all selling
gets back to this. Money often takes a back seat to other
priorities. For example, if you’re in a price negotiation
and you also know the buyer is under a time crunch,
you could offer quicker delivery instead.
Give product instead of dollars. Instead of dropping price,
throw in some additional products. Give them something
they’re not buying from you now. It gives them the opportunity
to test something out, which could lead to future sales of
that product. This also works great if they are a reseller. They
can then make a profit from what you give them. Also, the
actual retail price of the product could be much greater
than the concession or discount they want, but your actual
cost is lower.
Offer services. How many people do you know who buy
extended warranties, and then actually take advantage of all
the free services that come with them? Sounds valuable at
the time of purchase, but probably a very low redemption rate
by customers.
What can you offer that is high perceived value, high margin,
and low redemption?
Use cross-promotions. One of the discount stock
brokers offered 10,000 frequent flier miles from one of the
major airlines to open up a brokerage account with them.
Every party in the transaction wins there.
Get creative, and don’t give away those hard earned dollars.
A dollar given away is always a dollar of profit.
__________________________________________
QUOTE OF THE WEEK
"Being busy does not always mean real work.
The object of all work is production or accomplishment
and to either of these ends there must be forethought,
system, planning, intelligence, and honest purpose,
as well as perspiration. Seeming to do is not doing."
Thomas Edison
Go and Have Your Best Week Ever!
Art
评论
read carefully later.........
加拿大电商刚从事这行半年，对电子行业不了解，自己整理了些，算是学习，供大家分享，也请大家补充。我毕竟是个文科生，对这方面知识严重欠缺。 DVD:英文全名是Digital Video Disk, 即数字视频光 加拿大电商昨天我把提单复件发给了客户，今天收到了他回信，如下： Dear Nicholas, please send all shipping documents. We will check B/L copy and we will reply ASAP. Thank you Best Regards .........................................
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