4. 1. 2 The correct comprehension and use of commercial terms
With the rapid development of the world economy and trade, people have created many commercial terms which are used to express the special meanings in the register of international business and usually different from their substitutes in EGP. Therefore, to comprehend and use these commercial terms is the precondition of communication in negotiations. For example:
(36) We shall remit you 10% of the total value of the equipment purchased as down payment. But we hope you will ask your bank to issue a letter of guarantee immediately after signing the compensation trade agreement. The L/G will be written to the effect that the issuing bank shall refund us the down payment plus an interest at 10% per annum if you fail to honor the agreement.
(37) As to payment, we suggest we use D/A for the purchase of your materials and you use D/P at sight for the import of the processed products.
(38) The other two 35% installments should be paid by confirmed, irrevocable sight L/C payable against shipping documents.
In the above sentences the phrases of “down payment” , “letter of guarantee” , “compensation trade”, “honour”, “D/A”, “D/P”, “the processed product” “confirmed, irrevocable sight L/C” and “shipping document” mean respectively“定金”，“担保函”，“补偿贸易”，“执行”, “承兑交单” , “付款交单”, “成品” , “保兑的、不可撤消的即期信用证”和“装运单据” in Chinese. If we fail to comprehend these commercial terms, it will bring us with difficulty in communicating in international business.
4. 2 Using accurate expressions
International business negotiation is concerned with both sides? interests directly. Sometimes there is a situation that the opponent has taken advantage of the other party?s careless omission to bargain. Thus the use of accurate expressions in international business negotiations, especially in the final forming process of the contract, seems to be very important for both parties. 4. 2. 1 Choosing only accurate facts, words and figures
First, we can see the following counterexample to have some knowledge of this point.
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(39) A: Another thing is that we are unhappy about the ambiguous wording here: “If there?s such a drawing, it will be provided”.
B: Well, it?s the drawing of a small component. We are not sure whether there is such a drawing but your engineers insist on having it. That?s why we put it that way. If there is such a drawing, we will certainly supply it.
A: If our engineers insist on having it, they must believe that it?s indispensable. For this reason, we want to make it definite in the contract and cross out the phrase “If there is such a drawing”.
In the above example, party B has used an inaccurate expression. If party A had failed to point out this problem, it would have been changed to be the source of the dissension in the subsequent execution of the contract. That?s the reason why party A wants party B to give him/her an only accurate fact. Here is another example:
(40) According to ISO, the iron content in the end product should be less than or equal to 0.25%.
If we cross out the phrase “equal to”, the date will never be precise so that we can?t understand whether the date include the scale of 0.25% or not, which is not permitted in the commercial contract.
4. 2. 2 Avoidance of overstatement and understatement
International business negotiations go along in a formal register that require us to take matter-of-matter attitude to clearly state what we will say and avoid overstating and understating the facts. For example:
(41) a) I can say you cannot buy elsewhere shirts of similar quality at such prices.
b) I dare say it’s unlikely you could buy elsewhere shirts similar quality at
such prices.
Sentence a in the example above seems to be absolute that it will be hard to convince the speaker. On the contrary, by using the expression “it?s unlikely”, sentence b will be easier to be accepted for its flexibility.
4. 3 Expression of advantages
As international business negotiations are influenced deeply by the negotiators? power and interests they are seeking for, the negotiators are inclined to express their
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merits in order to strengthen their bargaining power and bring pressure to bear on the opponents, which can place them in an advantaged position. However, any inappropriate expression of advantages by the speakers can only bring them with the passive influence on negotiations. The overstatement, for example, often seems forward and aggressive. Therefore, in international business negotiations, the negotiators should present merits skillfully and appropriately so that it can help them to achieve a more effective result. Thus the question of how to say one?s merit appropriately presents itself to negotiators. Here are some devices for this question: 4. 3. 1 Avoidance of using flowery language
In international business negotiations, the flowery language cannot express the information convincingly. The abuse of flowery language can make the opponent suspicious and sometimes disgusted. Generally speaking, by using the detailed materials and accurate data, we can exactly present our merits in front of the opponent. For example:
(42) a) This kind of lighter has good performance and can be used for a long time .
b) This kind of lighter can operate continually more than 40,000 times a piece.
In the above sentences, the second example is stated in a matter-of-fact way. The modifiers “big”, “good”, etc. can not work better than the plain fact-based or number-based statement. 4. 3. 2 Minimizing exclamation
Minimizing exclamation is powerful in condition of showing merits in the opponent?s presence. Showing merits and worth, negotiators should attach great importance to the mood and tone, for the arrogant airs probably evoke the opponent?s negative assessment such as disagreement, dislike, and hostility. As a result, exclamation and imperative sentences should be avoided as much as possible. For example:
(43) a) What an excellent performance of our equipment!
b) According to our end users, the performance of this equipment is
excellent.
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In the above example, the speaker wants to show the advantages of his/her equipment. The first sentence is an expressing form of self-praise which sounds impolite and even sharp to listeners while the second example is mild, plain and objective and thus is more acceptable. 4. 3. 3 Avoidance of using direct comparison
Sometimes we are likely to be misguided to show our advantages by comparing our merits with the opponent?s weaknesses. Actually this approach is unacceptable for the reason that the deliberate depreciation of others is not only an impolite act but also can form an arrogant impression in front of the opponent. For example:
(44) This kind of instrument of ours is small in dimension, high in sensibility and easy to operate; while your product is bigger in volume and lacks one percent in sensibility and doesn?t have the automatic control function.
In the above example, the speaker wants to emphasize the high quality of their product and he/she has adopted the approach of comparing with the opponent?s product. It seems that he/she has reached the goal and the quality of his/her products has been shown off. However, the problem is that maybe he/she has failed to win the acknowledgement of the opponent not for the reason of the essential point, that is, the quality of the products, but for the sake of the inappropriate expression. 4. 3. 4 Weakening subjective coloring
Dorothy Sarnoff wrote: “I is the smallest letter in the alphabet. Don?t make it the largest word in your vocabulary. Say, with Socrates, not “I think”, but ?what do you think??” This principle is obviously applicable in expression of merits during international business negotiations. In the process of expressing our advantages, the overmuch use of the words such as “we”, “ours”, “my”, etc. will be considered by others as a splurge of the speaker?s power. What?s more, it seems to be impolite as if the opponent is totally neglected. For example:
(45) a) Our enterprise has been developing rapidly , and well known in China and overseas. Our products are extremely welcomed by the customers.
b) Our factory?s economic beneficial results have in fact been tripled in the last three years. There?s a special report about our factory carried in Beijing Review last month. You know, Beijing Review is weekly published in more than 20 languages
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and distributed to over 180 countries and regions. At present, a number of buyers especially name our factory as their only supplier, and we?re just worrying how to meet the needs of the customers at home and abroad.
Compared with two sentences mentioned above, the first sentence is full of subjective color which may possibly give the listener an impression that what the speaker said are just the personal views. However, the second sentence seems to be more objective. By using some concrete and objective facts which are convincing, the speaker has expressed merits appropriately and skillfully.
Conclusion
International business negotiations are done by means of information exchange between different parties. Information exchange and reception need asking, answering, stating, debating, persuading and other methods, which require many skills. No matter which approach is adopted, the appropriate and skillful usage of vague language, polite language and decent language is the common technique we are supposed to master. And sometimes we need to combine the use of the three kinds of language so as to achieve a positive effect. However, what we must emphasize is the appropriate use of the three kinds of language. Otherwise, the overmuch use of vague language will violate the accurate principle of language in international business negotiations, and, limited by excessive manners, we will seem to be in an inferior position. Besides, using serious expression all the time will show us up to be lacking in the milk of human kindness. The complexity of techniques of language intercourse in international business negotiations requires us to research and study continuously so as to perfect the relevant theory. What has been stated above in the paper is only one aspect of the techniques of language intercourse in international business negotiations. The body language, the tone and the mood of communication in negotiations are all aspects we need to study. Furthermore, the problems involved in international business negotiations are much more than how to use language. To be a qualified negotiator in international business negotiations, we need to apply the techniques of language intercourse with the precondition of being acquainted with the negotiating strategies and the relevant professional knowledge.
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