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商务英语之代理Business Representation(1)

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Business Representation

代理

Brief Introduction

代理是国际贸易中采用的贸易方式之一。

所谓代理就是由进出口公司给予代理商,在特定地区和一定期限内,享有代销指定商品的权利。双方属于一种委托和被委托的代销关系,而不是买卖关系。代理商应积极推销代理商品,并享有收取佣金的权利。由于对代理权限的委托不一,代理可分为独家代理、一般代理和总代理。

独家代理指委托人在一定时期,特定地区给予代理人推销指定商品的专营权,委托人向代理人支付佣金,负担经营风险,一般不再向该地区其他商人销售该种商品。即使直接销售,也要按协议规定给独家代理应得的佣金,这种佣金叫做隐佣(Sleeping Commission)。独家代理则代表委托人与买主洽谈交易,并以委托人的名义或由委托人自己同买主签订合同。

一般代理是指不享有对某种商品的专营权,但其他权利、义务和独家代理一样。在同一地区,同一时期内,委托人可以选定一家或几家客户作为一般代理商,并根据销售商品的金额支付佣金。委托人可以直接与其他买主成交,无须另给代理商佣金。

总代理是指代理商在指定地区内不仅有权独家代销指定商品,而且还有权代表委托人办理一些其他非商品性的事务。

Basic Expressions

1. I would like to discuss with you the problem of agency for your electric fans.

我想同贵方商谈你们电风扇的代理问题。

2. I wonder whether your firm is represented in our country.

我不知道贵公司在我国是否有代理。

3. We should be glad if you would consider our application to act as agents for the sales of your products in our country.

如果贵方能考虑我们的申请使我们成为贵公司产品在我国市场的销 售代理的话,我们会很高兴的。

4. We are pleased to offer you a sole agency for the sale of our products in your country.

我们很乐意指定你们成为我方产品在贵国的独家代理。

5. We are pleased that you are prepared to appoint us as your sole agent for your products.

对贵方有意指定我们成为贵方产品的独家代理,我们感到很高兴。

6. We’re favorably impressed by your proposal for a sole distributor.

对贵方建议由我方担任独家经销商一事,我们颇感兴趣。

7. Thank you for offering us the agency for your products and appreciate the confidence you have placed in us.

谢谢贵方提出让我们代理你们的产品,我们很感激你们对我们所表示的信心。

8. If you give us the agency, we should spare no efforts to further your interests.

如果贵方给予我们代理权,我们将不遗余力为贵方争取利益。

9. As your agents, we’ll make greater efforts to push the sale of your products.

作为你们的代理,我们将会更加努力地推销你方产品。

10. We appreciate your efforts in pushing the sale of our electric fans.

我们感激贵方在推销我方电扇产品方面所做的努力。

11. I’m afraid we can’t agree to appoint you as our sole agent because the annual turnover you promised is too low.

恐怕我们不能同意指定你方作为我们的独家代理,因为你方所承诺 的年销售量太少了。

12. We will increase our turnover if you appoint us as your sole agent.

如果你方指定我们作为独家代理,我们将增加我们的销售量。

13. We’d like to sign a sole agency agreement with you on your electric fans for a period of three years.

我们想同你方签订一项为期三年专营电扇的独家代理协议。

14. As our sole distributor, you are not expected to handle the sale of similar products of other origins.

你方作为我们的独家经营商是不允许经营销售其他类似产品的。

15. I think you know already that I want to discuss the representation for your alarm clocks.

想必你已知道,我想和你方商谈闹钟的代理事宜。

16. We usually get a 10% commission of the amount on every deal.

通常我们取得的佣金是每笔成交额的10%。

17. According to your estimate, what is the maximum annual turnover you could fulfill?

据你估计,你能完成最大年销售量是多少?

Conversations

Dialogue 1

A: First of all, I would like to thank you for your kind invitation to visit your beautiful country. I hope my visit will help to promote a friendly relationship between us.

B: We’ve been looking forward to your visit. It is a great pleasure for us to have you as our guest. It is always more convenient to discuss things face to face.

 A: I would like to tell you that my clients are very satisfied with the last delivery of your slippers. The styles and colors are very much to the taste of our market.

B: We’ve received some similar comments from other Australian firms too.

A: I understand you are selling the same products to some other Australian importers. This tends to complicate my business. As you know, I am experienced in the business of slippers and

enjoy a good business relationship with all the leading whole- salers and retailers in that line. I have a mind to expand this business in the years to come. One of the reasons of my visit here is to sign a sole agency agreement with you on these items for a period of 3 years. As it is to our mutual interests and profit, I am sure you’ll have no objection to it.

B: We appreciate your good intention and your effort in pushing the sale of our slippers. As you know, the demand for this item in your market is quite substantial. However, according to our records, the total amount of your order last year was moderate, which does not warrant an agency appointment. Unless you

increase the turnover we can hardly appoint you our sole agent.

-- 首先,我想感谢你盛情邀请我访问你们美丽的国家。我希望这次 访问将有助于促进我们之间的友好关系。

-- 我们一直在盼着你的到来。有你来做客,真是我们的荣幸。面对 面的谈判总是比较方便。

-- 我想告诉你,我们的客户对你方的最后一批拖鞋非常满意。拖鞋 的式样和颜色很符合我们市场的需要。

-- 我们从其他澳大利亚公司那里也听到了类似的反映。

-- 我知道你们也向其他澳大利亚进口商出售同样的产品。这使我们 的生意很难做。你知道,我方在经营拖鞋业务方面很有经验,而 且和这一行业中的所有大批发商和零售商有很好的业务关系。我 打算将来扩大这项业务。我来访的原因之一就是想和你们签订一 项为期三年的独家代理协议。这符合我们双方的利益,我确信你 方不会有任何反对意见。

-- 谢谢你方好意以及在推销我方拖鞋上所做的努力。但是你知道你 方市场对这一商品的需求很大。然而根据我们的记录,你方去年 的订货总量不大,不够资格做代理。除非你方增加营业额,我们 无法指定你方为我们的独家代理。

A: I’ll come to that. My proposal is: Plastic slippers of all sizes. 50, 000 pairs annually within the area of the whole Australian market. We expect a 5% commission, of course.

B: As far as I remember, we sold about 40,000 pairs last year to you alone. Don’t you think this annual turnover is rather conserva- tive for a sole agent?

A: Well, I admit I always do business on the safe side. Could you let me have your proposal then?

B: Let’s put it this way. I propose a sole agency agreement for

Ladies and gents plastic slippers (excluding children’s) for a duration of 3 years; 60,000 pairs to be sold in the first year, 70,000 pairs in the second year, and 80,000 pairs in the third year, the area is to be within the continent of Australia (excluding any neighboring island), commission 5%.

A: You certainly drive a hard bargain, Mrs. Brown.

B: On the contrary, Mr. London, we value your friendship more than anything else. We both understand our slippers are very popular in your market on account of their superior quality and competi- tive price. And with the sole agency in your hand, there will be no competition and you can easily control the market, which would naturally result in bigger sales. I’m sure you can fulfill the agreement without much difficulty.

A: Well, if you put it this way, I’ll have to comply. When shall we sign the contract, Mrs. Brown?

B: Tomorrow afternoon.

A: Tomorrow afternoon will be fine.

-- 我就要谈这一点。我的建议是:各种尺寸的塑料拖鞋,每年销售 五万双,地区是整个澳大利亚市场。当然,我们希望有5%的佣金。

-- 我记得,光去年我们就向你们出售了大约四万双拖鞋。对独家代理 来讲,你不认为这个年销售量数字太过保守了吗?

-- 是,我承认我做生意从来谨慎从事,那么我听听你的建议,好吗?

-- 这样说吧,我建议订一个专销男、女塑料拖鞋(不包括童鞋)为期 三年的独家代理协议,第一年销六万双,第二年销七万双,第三年 销八万双,地区是整个澳大利亚(不包括任何邻近岛屿),佣金是 百分之五。

-- 你真会还价,布朗夫人。

-- 恰恰相反,伦敦先生,我们很珍惜你方友谊。我们双方都知道我们 的拖鞋价廉物美而畅销于你方市场。你取得了独家代理权之后,你 就可以轻而易举地控制市场,没有其他竞争,其结果自然是销售量 增大。我确信你完成这一协议不会有任何困难。

-- 好吧,如果你这么说,我只好同意了。布朗夫人,我们什么时候签 协议?

-- 明天下午。

-- 行,明天下午。

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