又是一篇you are too expensive 类的文章。看来真的大家是对这个话题特別的感兴趣。也行，这种案例层出不穷，回应的手段却有一些些套路。反正学这些东西都是多看案例而已。越看就越精。把我的BE（business english)看全了，你再总结给叔叔听，可好？
这次的投稿最有趣之处是同学居然学了叔叔在括号內演出內心戏来了（笑）。原文有不少拼字错误，但按照惯例，我不会修改。简单来说是老外说PI的价太高了自己接受不来之类。同学用市场买菜那一套去还价。比较可取的是，同学不是一来就打个八折而是坚决地否定了。原文如下：
本叔，您好
您每一节的BE，我都会去看，觉得好的就及时应用上去。其中的一些表达其实不只可以在一个案列中应用，可以灵活应用于其他的案例中，真的可以体现一个业务的说话水平。
下面是客户跟我在价格上纠结的一个案例。我报5%折扣梯度价格给客户，自己觉得已经写的很清楚了，客户故意歪曲理解。
我报样机价,然后根据数量逐步打折出一个阶梯价格,如下
Sample 99usd/pcs
2-5pcs 5%discount on sample 95.04usd/pcs
6-50pcs 10%discount on sample 89.10usd/pcs
estimate shipping cost per pcs 25usd/pcs
客人回复邮件，如下：
Hello, Mike
I think I didn't understand your quotation,it is very different to the proforma invoice. （天地良心，我PI上的价格是和报价一样的额，但是他非要截图给我说PI的应该是这样的：）
I understood that the price for the sample would be 89.10*0.9=80.19 usd. (还把报价的图截给我看，是我的报价格式模板有问题？还是客人不会算数，还是客人故意的？）
紧接着，还跟我分析了一下我们这个行业其他人家的价格和知名度，我报的价格他承受不起，没利润，卖不了。。。
Equivalent to Item210B. When we take you price and convert to R$ including all import and local sales tax + marging we get R$XX.
The conclusion is that we can’t pay per for this.
In order to compete with the same sales conditions, our volume price would need to be XXUSD.
无论客户是不是故意的， 本着价格不能动的原则来解释,后面又说成本降不下来不能降价。
As we discussed in the email,you are distributor in Brazil markets.so i didn't quote you the retail price,（呀？有点问题了吧？人家在扯他利润不够，你却在扯没跟你报零售价了。。。「鸡同鸭讲」）please check: 540usd is distributor sample price,then 2-5 units have a 5% off, 94.05usd/pcs.
6-50pcs have 10% off, 89.10usd/unit, order above 6pcs one time,there is 10% off,so the unit price will be 89.10usd/unit. （我都看不下去了。有一个原则希望大家記住：当表达数据时，不要用BE。你要的不是华丽的英文，也不是简洁的英文。此时你要的是。。。表格。一个表格可以说明的事，不要用文字。如果真的不行，那就用两个表格。。）
I totally undertand your markets.High custom duties,high shipping cost,even over the value of some prodcucts. （表达同理心，我理解你的苦处。。。这个赞一个）We are factory,so we could provide you near machine cost step quotation.（什么鬼？near machine cost step quotation？我就每字分开来译我也没搞明白。。。我猜。。我瞎猜。。这是再说贴近生产成本吧？不过要表达这个说法，的确没有一个直接的字眼。）
Right now,it is very tough for our factory,because we are factroy,so many factory breaken done every month,every day.for staff and operating cost reason.
（这一段同学是在叫苦。是啊，天天有工厂倒闭天天有老板跳楼，手停口停啊。。。娱乐性不错，但我不知为毛要说这些。是为了让上面解释我能以贴近成本的便宜价位出售呢？希望不是，要不然就真的很可怜了。买你两台就能打折，就能以底价报给你了。。。你说老外看到了会怎样对付你？这难道是传说中的以退为进策略？叔叔乱了。。）
we can give a lower price with this machine,use other “problem” spare parts assemble.
but it is not our stype.not conform our “quality is culture".also,otherwise will be strongly effected by bad reputation.
（这一段也很好玩。当年只要我一说贵，供应商（特別是港台！！国內供应商会跳过这段废话直接问你目标价。。）就会来一段以下说辞：你要便宜的可以啊～我用料差点就行了。可是我们不会啊～为什么？因为我们跟人家不同啊～只有我们的是好东西啊～你不信你就去大陆买买吧～我没骗你的啊亲～全世界都是坏人啊亲～当年，年少的我就是这样培养出对供应商的耐心。是的，一分钱一分货绝对在理。但这一句很易给人以上我说的那种感觉。你是不是高质，客户心里自有数）
Purchasing season is coming,You are a wise boss. this machine model is our popular and featured prodcucts.
so the machines(in stock and testing well) will be reserved very soon.Certainly,we can prodcuce more,but the machine need to be tested about 7-14 days.it might be delay with your board.
（这一小段反而不错。虽然用字不特別好，但却说出了：快点买，你要入货的了，有现货啊。这个call for action 会有效果的。BE不用优美用字，这样也就过关的了）
.Any requirements or doubt,don't hesitate to email.
Looking forward to your reply soon.
觉得回复的这个邮件的的中间部位又拿工厂说成本，又拿产品说成本，有点乱套，尾部回复也有点跑偏题了。
麻烦请BEN叔劳神，给优化一下文案。不用手下留情，把文案批的不留地缝更好！感谢！！
叔叔的批评有以下几点：
赞一个不打折。不要一来就给个折，B2C意思意思减个零头是很常用的市井讲价策略，但你在B2B就不要用这一套了。
大方向对了细节太恐怖。写BE该先把B理清。目测同学当时思想有点混乱。。。
谈判方式太市井。我本想说中式的，但更像那些江湖卖茶卖保健品的感觉，都是那些「我用好料我怕谁」，「市道很差你救救我吧好人一生平安」的套路。不是说一定没用，只是。。我不会用而已。纵观同学的布局，双方谈来谈去都是在价钱着一个点上用力。你报阶梯价说的是价钱，他跟你扯没利润说的也是价钱。难道除了钱，你么之间已经没有火花了吗？据我所知同学是卖一种正在急速饱和的小型机器行业，行业产品却不太动脑，产品同质化开始严重。
作为谈判技巧，既然价格不（想）退让，那我们就不要纠缠在这个点上，该另开战线。由于来稿没有提及，那我就根据我对此产品的理解来编一下。
Hi,
Hope things go well with you. I’ve discussed with my team regarding your target price….and you told me that you are comparing our product to your market competitor brand - which we know them quite well. They are supplied by another factory we know in China, and even from the same town. I have to say, we know their product inside out….and indeed we are not really a competing product. In one word, they are positioned as household toy while we are tailored for professional sector. （这是整个策略的重点。不要在互不相让的价钱上纠缠不清。另开战线跟他扯一扯其他，例如功能。在开始的阶段我不赞成扯品质，因为这不是客户很直观就能明白的。这就正如Luxor从来不扯巧克力的口味一样。。。我们认真的，是颜值。功能跟颜值，都是很直观入脑的。）
When you look closer to the feature of the product, you can easily find the different:
Longer product life - we warranty for 3 years while they offer max 1 year. We start to see their perform going down after XX times of operation.
Casing material - try it yourself. Plastic VS steel.
Software - They accept only one input file while we support a range of different inputing file. We invest quite some resource to develop a user-friend SW.
Size - Our machine can make models with 2 times their max. size. A key significant difference in our market.
（以上是我瞎掰的，业内人士别认真。我只是为了举例）
So, although we are all called “3D printing machine”, the application range define the cost and hence the selling price. （define是个实用的字。看过一些很美很高效的用法，有机会再分享）Of course, if you are looking for toy, they could be a better option. （这是有点兵行险招，万一人家真的买玩具呢？那你就算了吧。。不是你的，永远都不是你的。。）However, if you are not targeting that highly price competitive market, our machine could reward you will much better profit. （老外您就去跟人家降价唄！您去呀，怎么不去呀？）We pride ourselves with our technology. Not too many people in this industry we could consider as a real competitor. （要不要这样说，看你底气了。。。）
“Back to school” season is coming on Sep and education sector will start their purchasing plan soon. You will be able to hit this wave if you make your decision soon enough. （连怎样做生意都教老外您了。机不可失啊～我们聪明的客户都已经下单了，你还在跟我扯那一块几毛？）Many of our customers have placed order already last month. I am looking forward to hear from you.
Regards,
Ben
