商務英語300句:Unit 9 Business Representation 代理

Brief Introduction

代理是國際貿易中採用的貿易方式之一。

所謂代理就是由進出口公司給予代理商，在特定地區和一定期限內，享有代銷指定商品的權利。雙方屬於一種委託和被委託的代銷關係，而不是買賣關係。代理商應積極推銷代理商品，並享有收取佣金的權利。由於對代理權限的委託不一，代理可分爲獨家代理、一般代理和總代理。

獨家代理指委託人在一定時期，特定地區給予代理人推銷指定商品的專營權，委託人向代理人支付佣金，負擔經營風險，一般不再向該地區其他商人銷售該種商品。即使直接銷售，也要按協議規定給獨家代理應得的佣金，這種佣金叫做隱傭（Sleeping Commission）。獨家代理則代表委託人與買主洽談交易，並以委託人的名義或由委託人自己同買主簽訂合同。

一般代理是指不享有對某種商品的專營權，但其他權利、義務和獨家代理一樣。在同一地區，同一時期內，委託人可以選定一家或幾家客戶作爲一般代理商，並根據銷售商品的金額支付佣金。委託人可以直接與其他買主成交，無須另給代理商佣金。

總代理是指代理商在指定地區內不僅有權獨家代銷指定商品，而且還有權代表委託人辦理一些其他非商品性的事務。

-- 首先，我想感謝你盛情邀請我訪問你們美麗的國家。我希望這次 訪問將有助於促進我們之間的友好關係。

-- 我們一直在盼着你的到來。有你來做客，真是我們的榮幸。面對 面的談判總是比較方便。

-- 我想告訴你，我們的客戶對你方的最後一批拖鞋非常滿意。拖鞋 的式樣和顏色很符合我們市場的需要。

-- 我們從其他澳大利亞公司那裏也聽到了類似的反映。

-- 我知道你們也向其他澳大利亞進口商出售同樣的產品。這使我們 的生意很難做。你知道，我方在經營拖鞋業務方面很有經驗，而 且和這一行業中的所有大批發商和零售商有很好的業務關係。我 打算將來擴大這項業務。我來訪的原因之一就是想和你們簽訂一 項爲期三年的獨家代理協議。這符合我們雙方的利益，我確信你 方不會有任何反對意見。

-- 謝謝你方好意以及在推銷我方拖鞋上所做的努力。但是你知道你 方市場對這一商品的需求很大。然而根據我們的記錄，你方去年 的訂貨總量不大，不夠資格做代理。除非你方增加營業額，我們 無法指定你方爲我們的獨家代理。

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.

-- 我就要談這一點。我的建議是：各種尺寸的塑料拖鞋，每年銷售 五萬雙，地區是整個澳大利亞市場。當然，我們希望有5%的佣金。

-- 我記得，光去年我們就向你們出售了大約四萬雙拖鞋。對獨家代理 來講，你不認爲這個年銷售量數字太過保守了嗎？

-- 是，我承認我做生意從來謹慎從事，那麼我聽聽你的建議，好嗎？

-- 這樣說吧，我建議訂一個專銷男、女塑料拖鞋（不包括童鞋）爲期 三年的獨家代理協議，第一年銷六萬雙，第二年銷七萬雙，第三年 銷八萬雙，地區是整個澳大利亞（不包括任何鄰近島嶼），佣金是 百分之五。

-- 你真會還價，布朗夫人。

-- 恰恰相反，倫敦先生，我們很珍惜你方友誼。我們雙方都知道我們 的拖鞋價廉物美而暢銷於你方市場。你取得了獨家代理權之後，你 就可以輕而易舉地控制市場，沒有其他競爭，其結果自然是銷售量 增大。我確信你完成這一協議不會有任何困難。

-- 好吧，如果你這麼說，我只好同意了。布朗夫人，我們什麼時候籤 協議？

-- 明天下午。

-- 行，明天下午。

Dialogue 2

A: I think you know already that I want to discuss the representa- tion for your alarm clocks.

B: Yes, Mr. Bergerson. You mentioned that in your letter. To tell you the truth, your proposal surprised us.

A: Is that so? Anyhow I want to go over the details with you in person, so you can give my suggestion thorough consideration. Our firm specializes in this line of business. We have six sales representatives, who are on the road all the time, covering the whole of the European market.

B: Do you sell direct to shops?

A: Yes, we specialize in handling clocks and watches of all sorts. We have well established channels of distribution and we canvass the retailers direct, without any middlemen.

B: Do you keep a stock of these things?

A: In some cases, such as the wristwatches, which always have a steady market, we keep a stock in London and act as distributors as well as agents. Generally, however, we pass on the orders of our clients to the manufacturers for supply. We are paid for our service, of course.

B: That is, your commission.

-- 想必你已知道，我想和你商談你方鬧鐘的代理問題。

-- 是的，博格森先生，你在信中有提到。說實話，你方的建議使我們 有些意外。

-- 真的嗎？我想親自同你談談細節問題，這樣你可以好好考慮我的建 議。我們公司專營這項業務，有六名銷售代表常年在外，負責整 個歐洲市場。

-- 你是否直接銷售給商店？

-- 對，我們專營各類鐘表。我們有良好的銷售渠道，不通過任何中間 商直接向零售商推銷。

-- 你們有庫存嗎？

-- 有的商品如手錶，市場很穩定，我們在倫敦有庫存，經銷商品兼作 代理。然而，一般來講，我們把客戶的訂貨單交給製造商去供貨。 當然，我們根據所提供的服務取得報酬。

-- 那就是你們的佣金。

A: Yes, our commission is very reasonable. We usually get a 10% commission of the amount on every deal.

B: Our agents in other areas usually get a 3-5% commission.

A: The European market is not familiar with your products. You have competitors from Japan and other continental countries. At the beginning of our campaign, there is sales resistance to overcome, we must send out salesmen to do a lot of traveling and spend a considerable amount of money on advertising in news- papers and TV programs. A 10% commission will not leave us much.

B: According to your estimate, what is the maximum annual turn- over you can fulfill, in round figures, of course?

A: We will always do our utmost to enlarge the business, as our remuneration increases with the turnover, but we will not guar- antee anything, at least not to begin with.

B: We appreciate very much your intention to push the sale of our products. But our suggestion to you, Mr. Bergerson, as a

preliminary step, is to do a little research into the market……

-- 對，我們的佣金很合理。通常我們取得的佣金是每筆成交額的10%。

-- 我們其他地區的代理商通常拿到百分之三到五的佣金。

-- 歐洲市場對你方產品不熟悉。你們要對付日本和其他大陸國家的競 爭對手。在推銷活動的開始階段，需要克服銷售方面的阻力，我們 得派出推銷員到處出差，並且耗費大量資金在報紙上和電視節目裏 登廣告。百分之十的佣金對我們來說不算寬裕。

-- 據你估計，你能完成總的年銷售量是多少？當然講個整數就行了。

-- 我們當然將竭力擴大業務，因爲隨着銷售量的增加，我們的利潤也 會上升。不過我們不想作出保證，至少在開始階段不行。

-- 謝謝你們有意推銷我們的產品，但是博格森先生，作爲第一步，我 們建議你們在市場上做一些調查研究工作……

A: Do you mean to say you refuse us the agency?

B: Mr. Bergerson, you leave us no alternative. We can not give you an exclusive agency of the whole European market without

having the slightest idea of your possible annual marketing turnover. Besides our price is worked out according to the costing. A 10% commission means an increase in our price. We must have the reaction of the buyers in this respect.

A: Oh, that’s just too bad. I intended to make great efforts in selling your products.

B: Well, we can still carry on our business relationship without the agreement. To start the ball rolling, we will provide you with price lists, catalogues and some samples. Only when you have a thorough knowledge of the marketing possibilities of our products, can we then discuss further details.

A: Ah, Mrs. Miller, but in this case am I covered?

B: Oh, yes. We will give you a 5% commission on every transaction.

A: All right, but I’ll be back again for the Autumn Fair. And then I hope we can see eye to eye about our commission and the terms of the agency.

B: Very good. We will discuss the matter again at the next Fair.

-- 你的意思是說，你拒絕我們做代理？

-- 博格森先生，你讓我們沒有選擇了。我們不能連你方每年可能銷售 多少都不知道就給予你們整個歐洲市場的獨家代理權。 而且我方價 格是根據成本而定的。給予百分之十的佣金就意味着我們的價格要 提高。我們必須知道賣主在這方面有什麼反映。

-- 那太糟糕了，我本想努力推銷你們的產品。

-- 不過，即使沒有這個協議，我們仍然可以繼續發展我們之間的業務 關係。作爲開始，我們願意給你方提供價目單、目錄冊和一些樣 品。等你們全面瞭解我們產品的銷售可能性後，我們才能進一步商 談。

-- 好吧，米勒女士，那麼我有沒有佣金呢？

-- 當然有，每筆交易，我們給你5%的佣金。

-- 行，我到秋季交易會再來談。我希望到那時候我們能在佣金和代 理協議的條款上取得一致意見。

-- 好，我們下次交易會再談。

Dialogue 3

A: I’m pleased to meet you again, Mrs. King.

B: Pleased to see you, too, Mr. Brown.

A: You’ve had a good trip, I hope.

B: Yes, a very pleasant journey, thank you.

A: It’s been a full two years since we last saw each other.

B: So it is, I’ve come again to renew our sole agency agreement for another 2 years.

A: We shall be pleased to talk the matter over with you. You’ve done very well in fulfilling the agreement.

B: I’m glad you’re satisfied with our work. I can assure you we’ve spared no effort and spent quite a sum of money in pushing the sales of your products.

-- 很高興又見到你，金夫人。

-- 我也很高興見到你，布朗先生。

-- 希望你旅途愉快。

-- 是的，旅途很愉快，謝謝你。

-- 我們整整兩年沒有見面了。

-- 是啊，這次我來是想把我們之間的獨家代理協議延長兩年。

-- 我們很高興和你們詳細討論這件事情。你們的協議完成得很漂亮。

-- 你們對我們的工作表示滿意，我很高興。可以說在推銷你們的產品 方面，我們費了不少力氣，還花了大量資金。

A: Yes, we appreciate your efforts in pushing the sales of our pianos. We can see you are experienced in this particular line.

B: Thank you.

A: But I think the annual sale of 300 pianos for a sole distributorship in Canada is rather conservative. After all, you sold around 400 pieces there last year. You can sell more this year according to the marketing conditions at your end.

B: That is the result of our hard work. Well, what annual quantity would you suggest for the new agreement then?

A: 500 pieces.

B: No, no. That’s too big a number to be acceptable. Let’s put it at 450 pieces. And we’ll strive to sell more, of course. We wish to

add another clause. For every 50 pieces sold in excess of the quota, we’ll get 1% more in commission for our efforts.

-- 是的，我們很感激你方在推銷鋼琴上所做的努力，看得出來你們對 經營這一行很有經驗。

-- 謝謝。

-- 不過我認爲對加拿大的獨家經銷來說，年銷售量300架鋼琴未免太 過保守了。實際上，去年你都賣了400架左右。根據你們地區的市 場情況，今年應該可以銷售更多。

-- 那是我們努力工作的結果。那你認爲新協議的年銷量應是多少呢？

-- 500架。

-- 不行，不行。這個數字太大了，我不能接受。定爲450架吧。當然 我們會盡力多銷。我們想增加一個條款，超過定額之後每多銷50 架，我們的佣金就增加百分之一。

A: All right, let’s fix it at 450 pieces then. And for every additional 50 pianos sold, we’ll give you 1% higher commission.

B: I suppose all the other terms remain unchanged.

A: We would like to make a specific mention of one more point. As our sole distributor, you will neither handle the same or similar products of other origins nor re-export our goods to any other

area outside your own.

B: No, certainly not. That’s a reasonable restriction.

A: Another thing is that every six months we would like to receive from you a detailed report on current market conditions and the users?comments on our products.

B: Yes, we’ve already prepared one. I’ve brought it with me. I’ll put it forward when we talk with the manufacturers tomorrow.

A: Good, that’s all then.

B: Good.

-- 那好吧，那我們就定爲450架吧。另外每多售50架，我們就再多給 你百分之一的佣金。

-- 我想其他條款都不變吧。

-- 另外一點，我想特別提一提。作爲我們的獨家經銷商，你們既不能 經營其他國家的同類或類似的產品，也不能把我們的產品再出口到 加拿大以外的地區去。

-- 那當然不行，這是合理的限制。

-- 另外一點是我們希望每隔六個月收到你們的一份詳細的當前市場情 況的報告和用戶對我們的反饋。

-- 我們已經都準備了一份。我這次把它帶來了。明天我們和生產商洽 談時，我就將它提交上去。

-- 好，那就這些了。

-- 好。

Words and Expressions

sole [ sEul ] 獨一的，專用的

warrant [ 5wCrEnt ] 使有（正當）理由，保證

annually [5AnjJElI] 年度，每年

canvass [ 5kAnvEs ] 兜售，銷售

distributor [ dis5tribjutE ] 批發商

costing [ 5kCstiN ] 成本計算，成本會計

excess [ ik5ses, 5ekses ] 超過

remuneration [ ri7mju:nE5reiFEn ] 報酬，酬勞

exclusive [ iks5klu:siv ] 獨家的

to the taste of 合……的口味

Notes

1. complicate my business 使我的生意難做

2. leading wholesaler and retailer 主要批發商和零售商

3. to have a mind 打算

4. warrant an agency agreement 有資格簽訂代理合約

5. to canvass the retailers direct 向零售商直接兜售生意

6. a sole agency agreement 獨家代理合約

7. in round figures 大致的整數

8. as a preliminary step 作爲第一步

9. leave us no alternative 使我方無考慮餘地

10. annual marketing turnover 年銷售額

11. to be covered 包括在內

12. to see eye to eye 看法一致

13. in excess of the quota 超過定額

A specimen Letter

Dear Sirs:

We thank you for your letter of July 10th.

After paying due consideration to your proposal and investigating your business standing, we have decided to appoint you as our sole agent for the sale of Gold Brand Bicycles in the district you defined.

We are enclosing a draft agreement. Please go over it and let us have your comments. We assure you of our full cooperation.

先生：

謝謝你們七月十日的來信。

在考慮了你信中的建議和對你們的商業信譽進行了調查之後，我們決定在你們劃定的地區裏由你們作爲我們金牌自行車的獨家代理。

現隨信附上協議草案一份，請審閱並將意見告知我們。請相信我們會全力合作的。

Substitution Drills

1 A: You could be doing better if you developed some kind of sales network there.

B: We’re thinking of finding a way to

reach all our potential customers.

penetrate that new market

break into the European market

如果你在那裏打開了一些銷售網絡，你可以做得更好的。

我們正設法接觸我們所有的潛在顧客。

我們正設法進入新市場。

我們正設法打入歐洲市場。

2 A: How long have you been in this business?

B: For nearly ten years. We have very good connections with wholesalers, chain stores and distributors.

For almost twenty years. We’re well connected with firms in this field.

We’re going to celebrate the firm’s thirtieth anniversary this November.

您從事這行業多久了？

將近10年了。我們和批發商、連鎖店和分銷商之間關係很好。

將近20年了。我們與這行業的公司關係良好。

我們將在今年11月慶祝公司成立30週年。

3 A: We bought a lot from you last year, amounting to as much as $500,000.

B:We’re quite satisfied with the way things are going now.

We’re quite pleased with what you’ve done to expand the market.

We appreciate the efforts you’ve made in helping our products.

我們去年從你那裏買了很多，總計五十萬美元。

我們對現在事情的發展局面很滿意。

我們很滿意你們爲開拓市場所做的努力。

我們感激你爲幫助我們產品作出的努力。

4 A: If you appoint us as your agent,

the turnover will be three times what it is today.

we can work up a big demand for your products at our end.

we can sort out the license and the regulations for you.

B:We’d like to know more about your proposal before giving an opinion.

We won’t consider the question of agency for the time being.

I’m sorry I don’t think it’s the right time for this matter.

如果你指定我們作爲你們的代理，營業額將是現在的三倍。

如果你指定我們作爲你們的代理，我們可以在我們這裏爲你們的產 品創造很大的需求。

如果你指定我們作爲你們的代理，我們可以爲你們挑選出許可證 和規章。

在提意見前，我們想更多瞭解你們的計劃。

目前我們不會考慮代理事宜。

很抱歉，現在還不是談這個的時候。

5 A: We wish to have an agent to push our products in Australia. Would you like to accept this appointment?

We’d like to appoint a general agent to handle our products in Britain. Are you interested in it?

We need an experienced representative for our products in France. Would you be interested?

B: We should be very pleased to represent you if the terms and conditions are right.

We would be interested in acting as your general agent there.

I’m willing to handle your exports as an agent.

我們希望在澳大利亞能有一個代理來推動我們的產品銷售。您願 意接受這個委派嗎？

我們想指定一個總代理來處理我們在英國的產品銷售。您對這個

感興趣嗎？

我們需要爲我們在法國的產品銷售選擇一個有經驗的代理商，您有

興趣嗎？

如果條款和條件合適的話，我們會樂意代理你們。

擔任那裏的總代理我們很有興趣。

我願意代理你們的出口商品。

6 A: What’s the annual order you can guarantee?

What are the annual sales you can make for this product?

What’s the annual turnover you can do?

B: To be on the safe side, not less than $200,000 for a start.

Around $500,000 to begin with. It’s not a small figure, I should say.

I’d rather start on a moderate scale, say, 10,000 tons.

你能保證每年訂多少貨？

你能爲這種產品作出的年度銷售是多少？

你能做到的年度銷售額是多少？

保守地說，一開始不會少於二十萬美元。

開始大約五十萬美元。我應該說，這不是個小數目。

我想一開始規模適中，比如一萬噸。

7 A: I needn’t mention that the price you give us must be competitive.

your terms for us must be favorable

the delivery date must be kept

B: Certainly. Terms for our agents are usually very favorable.

不用說，你給我的價格必須有競爭力。

不用說，你給我們訂的條款必須很優惠。

不用說，必須遵守運輸日期。

當然，我們的代理條款通常很優惠。

8 A: And the commission you expect?

What commission would you expect?

What about the rate of commission you want to charge? B: 10% on total sales.

A minimum of 3% commission on the sale price.

A commission of 5% on sales and a monthly sum of $5,000 for expenses.

你希望收取多少佣金？

整個銷售的10%。

銷售價格最少3%的佣金。

銷售價格的5%爲佣金，以及每月用於花銷的總共五千美元。

9 A: May we have a subsidy for sales promotion?

an allowance for advertising?

a reasonable amount from you for publicity?

B: I’m afraid we can’t pay for your sales promotion.

That should be part of your overheads and be taken from your commission.

Yes, but merely at the initial stage to help you push the sale. 可以給我們促銷活動一些補助金嗎？

可否給我們一些津貼做廣告？

你們可否提供一定數量的錢用來作宣傳？

對不起，我們不能負擔你們的促銷費用。

那應該是你們的一部分管理費用，應從佣金中支取。

可以，但只是在初始階段來幫助你們推銷。

10 A: In the long run your market will never grow, not until you

have an agent.

B: I see your point. Thank you for your advice. We’ll consider your proposal.

We may take up the matter again when we come to know each other better.

We think it would be better to consider the matter after you have done more business with us.

長遠看來，除非你有一個代理，你們的市場永遠不會發展。

我明白你的意思。謝謝你的建議。我們會考慮你的建議的。

當我們彼此更瞭解的時候，我們可以重新考慮這件事。

我們認爲最好是在您和我們有了更多的交易之後再考慮這件事。