1.我讀到的案例研究是一個(gè)處理壁紙印刷設(shè)備的制造商。這家公司的名字叫Canwall，位于加拿大。這家公司指派兩個(gè)人去往中國(guó)江蘇省的一個(gè)小鎮(zhèn)，這個(gè)小鎮(zhèn)位于上海的北部。查理伯頓和菲爾·雷恩斯是那家制造商的營(yíng)銷總監(jiān)。他們將要去中國(guó)談判出一個(gè)新的壁紙生產(chǎn)公司。這家加拿大公司從來(lái)沒(méi)有出售過(guò)設(shè)備給以外的國(guó)家,這將是第一次。這兩家公司一直在談?wù)撍麄內(nèi)绾蔚谝淮我?jiàn)面。中國(guó)公司的經(jīng)理,李先生,是該公司在加拿大和Canwall之一的貿(mào)易代表，并且已經(jīng)到中國(guó)。當(dāng)波頓和雷恩斯到達(dá)中國(guó)時(shí),他們熱烈歡迎李先生。他們被帶到酒店并且晚上有宴會(huì)。他們對(duì)銷售有很好的感覺(jué)。第二天他們被帶到附近觀光,下午回來(lái)時(shí)的一個(gè)經(jīng)理出來(lái)告訴他們有一個(gè)舞蹈表演。最后第三天他們開(kāi)始談?wù)摮鍪邸Ｈ缓笠惶旖Y(jié)束的時(shí)候他們回到他們的房間思考設(shè)備銷售。之后他們?cè)诟鎰e宴會(huì)后還有很多問(wèn)題沒(méi)有解決,他們最終失去了在日本的銷售公司。
 

2我認(rèn)為他們輸了的原因是因?yàn)闇贤ǖ膯?wèn)題。溝通是最重要的東西就是當(dāng)你處理銷售時(shí)，購(gòu)買產(chǎn)品的人需要知道他們購(gòu)買產(chǎn)品的一切內(nèi)容。在這個(gè)案例研究中,那個(gè)人被翻譯為來(lái)自中國(guó)的加拿大人,讓中國(guó)和她感到舒適。不過(guò)在翻譯的整個(gè)過(guò)程中，中國(guó)人在解釋技術(shù)設(shè)備的一部分中。他們兩個(gè)沒(méi)有參與到這個(gè)高科技設(shè)備的解說(shuō)里，所以他們只是認(rèn)為他們的產(chǎn)品是最好的。另一個(gè)大問(wèn)題是,他們翻譯不熟悉的技術(shù)術(shù)語(yǔ)時(shí),他們擔(dān)心如果設(shè)備壞了怎么把它固定。中國(guó)希望加拿大那邊派人告訴他們?cè)O(shè)備如何工作,但加拿大公司表示,它將花費(fèi)很多錢。加拿大公司告訴他們這是很容易修復(fù)的,他們可以只閱讀手冊(cè)就會(huì)沒(méi)事的。價(jià)格是沒(méi)有問(wèn)題的,但有問(wèn)題的在于付款的方法。銷售的核心問(wèn)題是交流的過(guò)程,這是兩家公司之間的事。

The case study that I read about was dealing with a wallpaper printing equipment manufacturer.  The name of this company was called Canwall and its located in Canada.  Two guys from this company were sent over to a town north of Shanghai in the province of Jiangsu, China.  The two guys that went over there were, Charlie Burton, who was the president of Canwall and Phil Raines, who was the marketing director.  They were going to China to negotiate a sale to a new wallpaper production company.  The Canadian company has never sold its equipment outside of its country and this was going to be it's first time.  The two companies have been talking before they met for the first time.  The manager of the Chinese company, Mr. Li, has been to the company in Canada and also one of Canwall's trade representatives has been over to China.  When Burton and Raines got to China they had a warm welcome and were met by MR. Li and a chauffer.  They were taken to their hotel and had a banquet later on that night.  After getting the red-carpet treatment they had a good feeling about the sale.  The second day they were taken to see the sights nearby and when they came back in the afternoon one of the managers came up to them to tell them that they were going to a dance performance.  Finally on the third day they started to talk about the sale.  Then at the end of the day they went back to their room thinking they have the equipment sold.  The next day they were asked again to explain what they said the day before in front of some new faces.  Then after their farewell banquet they went home with a lot of issues unresolved and they ended up losing the sale to a company in Japan.

 

I think the reason why they lost this sale was because there was a communication problem.  Communication is the most important thing when you're dealing with sales.  The person buying the product needs to know everything about their product they're buying.  In this case study, the person who was being an interpreter for the Canadian's was from China but the Chinese felt comfortable with her.  The translation slowed down the whole communication process though.  Then the Chinese asked the two men to explain the technology part of the equipment.  The two of them weren't involved in this high-tech equipment so they just did they best they did.  Another big problem of that was that the interpreter was also unfamiliar with the technological terms.  Also, they were concerned if the equipment broke down how would they get it fixed. .  China wanted the Canadian's to send someone over there to show them how to work the equipment but the Canadian's said it would cost to much money for that. The Canadian's told them it was easy to fix and they could just read the manual and it would just be fine.  There wasn't a price problem but there was a problem with a method of payment.  The central problem for this sale was defiantly the communication process that was going on between the two companies. 

 

I think if they had better communication on both sides of the companies there would be better understanding between the two.  They should have been able to have interpreters that know everything that everyone says.  The Chinese interpreter didn't know all the terms and this could of lost them this sale.  The interpreters should be able to sit down with the people they're interpreting for so they will be ready to speak what they say and know the words so they don't let what happened in this case happen again.  If you don't know the right words that they say this could change the whole meaning in what the say or mean.  I think there can only be one solution to this problem and that is to have interpreters that know everything that's being said.  I think they would of sold there product if the communication was better.