《宋氏快譯》英漢對照（23）：這10句話別對經銷商說

《宋氏快譯》英漢對照（23）：這10句話可別對經銷商說

Things to Never Say to a Dealer
by Bengt Halvorson
Monday, October 29, 2007


根本不能對經銷商說的話

本格特。哈爾沃森 文 宋德利 譯




The dealership experience can be extremely stressful, but it doesn't have to be. You could know everything there is to know about the cars you're considering, but that's only a fraction of the buying process. If you want that seductive new sedan at a good price, you're probably going to need to know what to say — and more importantly, what not to say.

與經銷商打交道可能極其緊張，但也不盡然。你對自己想買的汽車，該知道的也許都可以知道，但這隻是購買過程的一部分。如果你想以好價錢買下自己心儀的新車，也許你該知道自己應當說什麽- 但更重要的，卻是不應當說什麽。


Some people loathe the whole car-buying experience simply because they anticipate getting conned. A few hundred dollars isn't a big deal on the price of a luxury car, but it's the idea of smart shopping and that sense of getting a good deal that's especially important. For luxury car buyers — notoriously labeled the shrewd shoppers — a good deal is icing on the cake.

一些人什麽購車經驗都不喜歡聽，這僅僅因為受騙上當早已在他們的預料之中。（在他們看來）區區數百美元與一輛豪華車的價格相比，實在是小菜一碟，然而精明購物的思想與做一筆漂亮生意的理念，卻是特別重要的。對於豪華車的買主來說 – 遭惡搞被貼上了精明買主的標簽 – 做好一筆生意就是在蛋糕上滑冰。


注釋：
isn't a big deal，並不是一件大事。說白了不就是“小菜一碟”嗎？ Some people loathe the whole car-buying experience simply because they anticipate getting conned.直譯：一些人對所有的購車經驗都討厭，這僅僅是因為他們預見到了會受騙。這其實已經很清楚，也很通順了。我在這裏賣弄了一下文筆，寫得比較活：受騙上當早已在他們的預料之中。notoriously labeled the shrewd shoppers，被人貼上精明的購物者而名聲大壞，其實用當今流行詞“惡搞”，譯成“遭惡搞被貼上了精明買主的標簽”，我覺得不錯，又生動，又風趣，也比較貼切。



"The educated consumer is the one who will drive away with the best deal and the best experience," says Rob Gentile, director of car-buying products at Consumer Reports.
To help you take the driver's seat in the buying experience, first learn to play the game, and you might even end up doing some smooth talking of your own.

“有教養的消費者就是一個最佳成交與最佳經曆雙豐收，開著新車揚長而去的人，”購車產品部經理羅伯。簡泰勒在消費者調查報告中這樣說。為了幫助你在購買經曆中贏得司機寶座，你首先要學學遊戲規則，這樣你或許在大功告成之際甚至還能牛氣十足地侃一侃自己旗開得勝的經曆。

注釋：
To help you take the driver's seat in the buying experience，直譯：在購車經曆中取得司機的座位。其實就是買到了車。但這樣活譯還不如直譯更形象，因此究竟選擇直譯還是意譯要看具體情況。尤其這句，把座位改稱“寶座”就更顯得直譯的風趣幽默。you might even end up doing some smooth talking of your own，直譯：你或許甚至會以對自己滔滔不絕地談論一番而結束。其實就是購車結束之後，你可以對自己購車凱旋而歸的喜悅心情和朋友們吹噓一通。我在這裏多說了幾句，似乎比較生動。不知這樣略帶文學色彩的翻譯在這裏是否恰當。



Ready, Set, Go!

預備，起，跑！

1. "I'm ready to buy now."

1。“我現在就準備買。”

This is an admission of weakness and an invitation for the dealer to throw out a price that's slightly below the manufacturer's suggested retail price (MSRP) to see if you'll take the bait. It shows that you're too eager and willing to consider an offer, and it also gives salespeople the advantage by allowing them to talk you up as opposed to you talking them down. But by adding some very precise parameters, you'll sound confident and strong from the start.

這樣說就是揭自己懦弱的瘡疤，也是在請商人拋出一個略微低於廠商建議零售價的價格，看看你是否要上鉤。這表明你心太急，願意考慮對方的遞價，而且還讓售貨人占了上風，因為你已經允許他們通過談話，把你要付的價格提高，而不是相反把他們的出價壓低。但是，如果你略施小計，那你從一開始就會顯得自信與堅強。

注釋：

an admission of weakness，承認自己的弱點，可以靈活一些，譯成“揭自己軟弱的老底 或瘡疤”。manufacturer's suggested retail price (MSRP)， 廠商建議零售價格，是不含稅的。some very precise parameters，一些十分明顯的參數。不如說“略施小計”容易懂。


"Don't let them know that you're ready to buy without being very particular. If you're ready, say that you'll buy, but only under these particular conditions," says Gentile.

“沒有特殊情況，不要讓他們知道你準備買。如果你確實準備好了，那你就說要買，但是僅僅在這些特殊情況下（才可以這樣說），”簡泰勒說。


There are two schools on negotiating. Going into the process, Gentile reminds consumers to be wary of the dealer cost. Consumer Reports has something called wholesale price, which is the normal dealer invoice price minus all relevant rebates and incentives. Similarly, most longstanding price-information services advise buyers to research the dealer invoice, along with any relevant incentives, then make a lowball offer that's maybe just a few hundred dollars above invoice. The dealer will follow your figure with a counteroffer that then allows you to go back and forth until there is a compromise.

有兩種談判。一旦進入談判進程，簡泰勒提醒消費者要小心留意商家的成本。消費者調查報告有一種被稱之為批發價的東西，這就是通常的商家發票價格減去所有相關回扣費和獎勵津貼。類似的情況是，長期存在的價格信息服務都建議買主去調查經銷商那些附加相關獎勵津貼的發票，然後再向賣主提出一個較低的遞價，這個價格也許隻比發票高出幾百元。賣主將會提出一個還盤（回價）來回應你，這樣就會讓你像走路那樣來回盤桓不止，直到達成一項妥協。


注釋：
這段比較專業，我也沒有買過車，不知這樣譯是否正確，因此僅供參考。還望有經驗或懂行的朋友指正。



Conversely, a second school believes that making the first offer puts the buyer in a weak position. "When you make an offer on a car, you're digging yourself into a hole," says James "Spike" Bragg, a consumer advocate and founder of Fighting Chance, an information service for new-car buyers. "That offer will be as good as it gets. There's so much today in 'under the radar' sales incentives to dealers, you don't want to limit yourself."

與之相反，第二種談判認為第一次遞價會將買主置於一種弱勢地位。“當你對一輛汽車遞價的時候，你就是在將自己塞進一個洞，”詹姆斯布拉格說。此人綽號“牛市”，他既是一位消費者，也是那家專向新車買主提供信息的“奮鬥機遇”機構的創始人和鼓吹者。“那個遞價自然是很不錯的。當今在“暗箱銷售”中支付給經銷商的回扣中，刺激經銷商的東西實在太多，誰也不嫌錢紮手。”


注釋：
says James "Spike" Bragg, a consumer advocate and founder of Fighting Chance, an information service for new-car buyers，實在太長太複雜。直譯：詹姆斯“牛市”布拉格說。他是向新車買主提供信息的“奮鬥機遇”機構的一位以消費者身份出現的鼓吹者和創始者。There's so much today in 'under the radar' sales incentives to dealers,如果把這句話中的個別詞組調整一下順序，可能就會一目了然：Today in 'under the radar' sales，there's so much incentives to dealers. 此外，under the radar，雷達之下的銷售，是否就是常說的“暗箱操作”？中國有句俗話叫：燈下黑。越是在燈下越黑，因為燈本身的陰影就在燈下。you don't want to limit yourself. 你不想想束縛自己。就是說在麵對回扣的情況下，你不會限製自己的手腳，不去接這些錢。俗話說：誰都不嫌錢紮手。大概就是這個意思吧。


According to Bragg, many of the dealer incentives today are awarded on a dealer-by-dealer basis, often handed out for meeting sales targets. Because of this, you can't pin down these incentives on a particular vehicle, and you never know which dealership might be able to provide the better price at a given time.

根據布拉格掌握的情況，經銷商得到的許多回扣都是以逐筆生意為基礎分別提供的，經常是以達到銷售指標為條件支付。正是因為如此，你就不可能壓低某一輛汽車的回扣，而你根本也不知道哪一個商品特許經銷商可能會在一個特定的時間提供一個好價錢。


Bragg's method involves faxing quote requests from several different dealerships and asking them for their best bottom-line price on a particular model. His clients sometimes manage to negotiate prices well below invoice, even considering all published incentives. In this day of increased under-the-radar incentives, this method doesn't limit you to a bottom line and certainly has its merits if you're willing to put in the effort.

布拉格的方法涉及到，把來自幾個不同商品特許經銷商的報價要求用傳真發出去，並要他們就某一款車報出最佳底價。他的客戶有時會設法通過談判將價格壓得大大低於發票水平，甚至會考慮到所有那些公開的回扣問題。在暗箱回扣日益增加的今天，這種方法就不會將你限製在一種底線的水平，而如果你願意付出努力，這種方法肯定還會創造奇跡呢。


注釋：
faxing quote requests from several different dealerships，這句話有點彎彎繞，不仔細體會就很費解。quote requests，報價要求，按說隻有買主要求賣主報價，而不是相反，也就是說其中的from應該用在buyers前麵，而不是 dealerships前麵。其實這句話的意思是說，經銷商為盡快把貨賣出去，經常迫不及待地向買主表示自己向買主報價的要求。這樣一說，事情就清楚了。一旦如此，買主就占了上風，因此，才會有可能在把幾個不同賣主都要求向買主報價的信息告訴這個賣主，讓他了解賣主並非僅你一家，將他一軍，於是順理成章地就可以要求他們就某一具體款式的車報出最低價（asking them for their best bottom-line price on a particular model）。


On ForbesAutos.com you can pursue both options. On each of our Reviews pages there is a link to detailed MSRP and invoice pricing. Also, if you go to our "Buy a Car" section, you can select a model, configure it how you like and then request a free dealer price quote.

在ForbesAutos.com上，這兩種選擇你都可以搜索到。在我們的Reviews裏，每一頁都有與廠商建議價和發票價相關的具體內容。如果你到我們的“買車”部去搜索，你就可以選擇一個款式，然後真正了解自己究竟如何喜歡這一款式，繼而要求賣主報出一種自由成交價。


Monthly Payment
按月支付

2. "I can afford this much per month."

2．“我每月付得起這麽多錢。”


"Don't tell the dealer what you're willing to pay per month. This is the biggest mistake a shopper can make. Often the dealer will focus on a monthly payment scheme, insisting you are receiving a great deal, but at the end of the day you won't really know what you paid, advises Gentile.

“不要告訴經銷商你每月想付多少錢。這是一個購物者所犯的最大錯誤。經銷商經常把注意力集中到每月的付款計劃上，堅持說你的收益很大，但在一天結束的時候你並不會真正知道自己付出多少，”簡泰勒建議道。


If the dealer can get a number out of you, a common trick is to ask if you can squeeze out a slightly higher monthly payment, then raise the bottom-line price accordingly by hundreds or even thousands. Avoid this by insisting that you focus only on the purchase price. Walk away if the salesperson only wants to talk in monthly payments.

如果經銷商能從你嘴裏套出一個數字，他通常使用的秘訣就是問你是否能夠擠出錢來每月稍微多支付一些，然後根據你的情況將最低價格提高數百，甚至數千元。要盡量避免這種情況，做法就是堅持把你的注意力集中到買價上。如果售貨人隻是想和你談論每月付費情況，那你就一走了之。

Trade-in
折價物

3. "Yes, I have a trade-in."

3。“是，我有折價物。”

Don't tell salespeople you have a trade-in until a final transaction price is set. If you do and the deal hasn't been made yet, they may try to distract you with the "great" deal they're giving you on your trade-in as they skimp on the real deal. And if you catch that, they may try writing your trade-up for less.

在最終成交價定下來之前，不要告訴商人你有一個折價物。如果你這樣做，而且交易還沒談成，他們就可能在真正的交易中一邊大打折扣，一邊千方百計地分散你的精力，聲稱他們在你的折價物上給了你“巨大”的好處。

注釋：
trade-in 折價物，以舊換新。此處指舊車。


"You'll see games being played — they'll play one off on the other," Gentile says. Once you've decided on a sale price, then you can see what they'll give you for your old car.

“你將看到有人在玩把戲 - 他們將會一個接一個地玩下去，”簡泰勒說。一旦你在對方的賣價上做出決定，那你就能看到他們在你的舊車上究竟會給你什麽。


Cash-Only Please
請接受現金付款

4. "I'm only buying the car with cash."

4。“我隻用現金買車。”

Car dealers make a significant chunk of added profit when they sell you financing. If you don't at least leave the dealer with the possibility that he or she might sell you financing, you simply won't be getting the best deal. Bragg recommends saying something like "I haven't really thought that through yet. Maybe we'll see what you have after we agree on a price."

車商以賒銷方式向你出售的時候，他們能賺取一筆相當可觀的附加利潤。你至少要讓經銷商有可能以賒銷方式和你做生意，否則你就無法做成一筆漂亮的生意。布拉格建議和經銷商說這樣的話，比如“我還沒有真正地想過那個問題。也許在我們就價格問題達成一致之後，我們就會看看你究竟有些什麽貨。”


But be truly noncommittal with financing, even though it's a good idea to line up tentative financing with your lender before you go car shopping.

不要真正答應賒銷方式，即便在你購車之前與你的借款人達成暫時賒銷方案是個好主意，（也不要答應）。

注釋：
意思就是，即便購車之前已經有人答應把錢借給你去賒貨，你也不要真正答應這種方式。


Still Debating
依然在思考

5. "I'm not sure…which model do you think I need?"

5。“我不敢肯定 。。。你認為我需要哪一款？”

If you're this undecided, you may end up driving away in a vehicle you neither wanted nor needed. Do the research in advance, and make your first shopping trip a short one. Use this opportunity to gather information and take your spec vehicle for a short test drive. If your uncertainty is apparent, you may end up buying the model with the most add-on equipment, the highest sticker price and, of course, the most profit for the dealer. Before you go shopping, narrow your choices down to three or four vehicles that fit your needs.

如果你就是如此這般地優柔寡斷，那你結束談判的時候，也許隻能駕著一輛你既不想要，也不需要的汽車離開了事。事先做好調查，把自己的首次購車之旅搞得短一些。利用這次機會收集情況，用你選定的汽車做一次簡短的駕駛試驗。如果你顯然是拿不定主意，那就不要購買那個款式的車，雖然這輛車帶有大部分的附加設備、具有最高的價目表價格，當然，對於經銷商來說，那當然也是最有利可圖。在你去購貨之前，要把你的選擇範圍壓縮到三輛或四輛能滿足你需要的汽車上。


My Dream Car
我的夢之車


6. "Oh, I've wanted one of these all my life."

6。“嘔，我這輩子就想要這種車。”


As soon as you've lost yourself in the dreamy vision of that gleaming convertible, the salesperson has you hooked, and your chances of getting a great deal are over. "Don't get caught heavy breathing," says Bragg. "Certainly don't admit to your spouse — with the salesman listening in the backseat — that you're in love with the car." Here's where you need to have a communication plan. Try to sound objective and rational. Point out some pros and cons and be observant and calm. Just don't say that you have to have this car.

一旦你被那輛閃閃發光的篷車夢幻般的視覺效果所迷惑，經銷商就已經把你套住了，而你做成一筆漂亮交易的機會也就落空了。“不要壓得喘不過氣，”布拉格說。“當然不要向你的配偶承認 – 賣主就坐在車的後排座位上聽你說話- 你喜歡那輛汽車。”這正是你需要做一個交流信息計劃的原因之所在。要盡量顯得客觀合理。要指出優缺點，要保持敏銳的洞察力和鎮定的心態。千萬不能說你不得不要這部汽車。


What Everyone Wants
每個人都想要的

7. "I'll take whatever the popular options are."

7。“熱門選擇是什麽我就接受什麽。”


Don't ever ask for the "popular options" especially on a luxury model that already comes loaded. It's an open invitation for overpriced dealer add-ons such as interior protectant, window etching or undercoating. They're all things you can come back for later. Instead, go through the equipment list at home after your first visit to the dealership and then decide exactly what you need.

對於訂單已經滿負荷的一個豪華款式，不要問“熱門選擇”。這就等於公開讓那些早已把車價抬得過高的經銷商再繼續以內部保護劑、車窗蝕刻術或添加內塗層為借口而加價。（賣主的）這些要求都可放到以後處理。當務之急是第一次拜訪賣主之後，回到家裏先要瀏覽一下設備清單，然後再決定需要什麽。


Lowest You Can Go
最低價格

8. "What's the lowest price you can give me?"

8。“你能給我的最低價格是什麽？”

Most likely, this question won't be taken seriously, and you will be met with a predictable performance. The salesperson will wince, maybe talk to the manager, fiddle with numbers and eventually come back with a price that probably isn't a very good deal for you. But there may be so much apparent effort in this performance that you'll be pressured into settling for that final number. Don't. To avoid this, make an informed and reasonable low offer, then wait for a counteroffer. Don't be afraid of silence. Conversely, don't be surprised if there's even a little drama.


這個問題在大多數情況下似乎並不太被人在意，這個問題一旦提出來，對方的表現你會預見到。售貨人會畏畏縮縮，也許還要去和經理商量，胡亂弄出一個數字，最後回來給你報一個對你來說可能並不太好的價格。不過在他這種表現中顯然可以看到他的確已經使出渾身解數，從而迫使你接受那個最終的數字。千萬別這樣。為了避免這種情況，一定要讓對方把一個合理的低廉的價格水平提前通知你，然後再等著還價。不要怕沉默。相反，沉默甚至會產生一種小小的戲劇性效果，果真如此，你也別感到大驚小怪。


Doing The Math
做數學

9. "Sure, I'll look at the numbers with you."

9。“當然，我要會和你一起看看有多少。”


Perhaps quite early in your visit, the salesperson will most likely make an offer to "just go look at the numbers." Dealers do this when they sense you're undecided, but they want to be in the position of control. Getting you in the office makes it harder for you to back out. Wait until you can call the shots of what you want at what price.

也許在你走訪賣主的最初時刻，營業員很可能提出一個競購報價，先讓你“去看看有多少”。經銷商們感到你猶豫不決時就會這樣做，不過他們是想占據支配地位。把你請到他們的辦公室就會使你難於脫身。那你就等，一直等到你可以為自己想要的價格一錘定音時為止。

注釋：
make an offer to "just go look at the numbers." 其中numbers，是指賣主擁有的車數，言外之意，當然車很多，讓你去看車數，就是向你誇耀他的貨源之充足，買主選擇餘地之充分。其實，他是在耍手腕，分散你對價格的注意力。而精明的買主，就會一眼看穿他的陰謀，不聽他那一套，繼續談價格，不獲全勝決不收兵，否則還不如一走了之。



The Haggle Factor
討價還價的技巧

10. "I think you can do a lot better than that."

10．“我認為你還能做得比那更好。”


Never scold or accuse the salespeople. Be polite. Compliment them, and show respect. You'll never get the best price if you talk down to them. At least for the moment, you want them to be your friends. Let the scene play out, but leave when the deal's not good enough by quietly suggesting that the competition across town might be more willing to work with you.

千萬不要責備或非難營業員。要禮貌。恭維他們，表現敬意。如果你想壓倒他們，那你就永遠也得不到最好的價格。起碼在當時你要讓他們成為你的朋友。讓戲充分演完，但是一旦成交情況並不太好，那你就給他來個金蟬脫殼，而且還要悄悄地暗示在這個城裏並非別無分店，還有其他競爭者更願意和你合作。


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