A Marriage Metaphor that Saves Business

By Yang Dongbiao

Mr. William was a shrewd businessman who came to China very often and called himself a“China hand.” He had been doing business with Ruyi Company for several years, and they had a friendly relationship. This time when he came to talk about business in 2013, he got straight to the point. “We have been friends for many years, so let’s be frank with each other,” he said. “According to my information of this industry in China, your company’s Xilin truck is not as good quality as that of another company that I know of, yet it sells at a higher price. This is something we need to consider seriously. If your company could lower the price a little bit, we can be optimistic about our business relationship next year.”

Chu Jiwang got his point immediately and knew exactly William’s intent of lowering the price. He didn’t agree, though, about the quality issue William had mentioned. Xilin was very strict with its product quality and had been enjoying a good reputation with foreign businessmen.

In October 2002, Ruyi Company obtained three high-level international standard certifications, including ISO9001 (quality),ISO14001 (environment) and GB/T28001(occupational health and safety). In 2006 and 2007 respectively, Xilin’s brand truck won a higher honor and was recognized as one of China’s well-known trademarks, national inspection-free products, and famous brand products.

Chu Jiwang said: “I agree that our products are a little more expensive, but as an old Chinese saying goes, ‘You get what you pay for.’ Higher price for higher quality. Isn’t that reasonable? ”

Though speechless, William still would not reconcile. He reiterated that he might have to go with another company, if the price did not come down.

How could Chu convince William and win this battle? He racked his brains in search for a good argument. It was a big deal with a big amount at stake.Suddenly, an idea came to his mind.

He said in a serious tone, “Mr.William, you are ill.”

William was startled. “I amfine. Why do you say that?”

“You’ve caught the disease of loving the new and loathing the old,” Chu Jiwang said.

William was puzzled. “What?What’s that?”

Chu Jiwang smiled, “I’ll give you a metaphor to help you understand. Say, you have a beautiful and virtuous wife, but as time goes by, you become tired of her. As an old Chinese saying puts it, ‘Staying in a room of orchids for too long and you won’t smell their fragrance anymore.’ So, you find a glamorous lover who is actually not comparable to your wife, but the sense of newness and freshness excites you, and you feel like abandoning your old love for your new flame. Now I must remind you, it’s your freedom to love the new and loathe the old,but once you get tired of this new lover again, you will recall the love, affection, and happy times you used to have with your wife,but it’ll be too late even if you want to go back to her because your wife will not forgive you. You will have betrayed her. How do you find this analogy? We have been doing business for years,and Xilin products are just like your wife. If you, out of temporary impulsion, give your love to someone else and interrupt our business relationship, later if you regret it and come back in hope of resuming our cooperation,Xilin products would be in short supply then. Even if you offer a high price, we will not be able to help you, since you will have been unfaithful to us.”

Chu Jiwang had his words translated to Mr. William without missing a word.

William listened attentively as if listening to an interesting story. He laughed when it was done. “Okay, okay! Mr. Chu is indeed good with words. Your metaphor is vivid and moving. I decide to love my ‘wife’ instead of my ‘lover,’ and I am willing to sign a business contract with your company for next year.”

Chu Jiwang laughed happily.He enthusiastically shook William’s hand and said, “Then let our relationship stay as normal as it is now, and we’ll have an even more ‘loving’ relationship than before.”

威廉先生是個精明的生意人，常駐中國，自稱“中國通”。他與如意公司已經做了幾年的生意，關系不錯，彼此友好。這次來，是為2013年的業務。他開門見山：“我們是多年的老朋友了，可以把話說得爽快一點。據我對貴國同行的了解，貴公司的西林牌搬運車與另一家企業相比，質量不如他們的好，而價格卻比他們的高。這是我們不能不認真思考的。如果貴公司能讓利降價，明年的業務我們雙方還是樂觀的……”

幾句話，儲吉旺便知道了對方的來意。威廉是壓價來的。他首先不能同意對方說的質量問題。此時，西林產品已經下了狠功夫，在外商中享有良好的聲譽。

2002年10月，如意公司獲得標準更高的ISO9001（質量）、ISO14001（環境）、GB/T28001（職業健康安全）三項國際標準認證。2006年和2007年，西林牌搬運車獲得了更高的榮譽，先后被認定為中國馳名商標、國家免檢產品和中國名牌產品。

儲吉旺說：“我承認，我們的產品價格高。中國有一句古話，叫作‘一分錢一分貨’。正因為我有高質量的產品，才有比人家高的價格。這難道不合理嗎？”

威廉理屈詞窮，但仍不甘心。他再三表露，如果價格不降低，他只能另擇別家了。

儲吉旺苦苦思索，如何說服威廉，贏得這場硬仗呢？這筆業務，數目可是不少啊。突然，他的靈感來了。

他一本正經地對威廉說：“威廉先生，你犯病了。”

威廉嚇了一跳：“我好好的，哪里病了？”

儲吉旺說：“你犯了喜新厭舊的毛病。”

威廉茫然不解：“什么？喜新厭舊？”

儲吉旺笑了，他說：“我給你打一個比方。你有一位非常漂亮、非常賢惠的妻子，時間長了，你看膩了，麻木了，用中國的古話說，叫做‘入芝蘭之室，久而不聞其香’。你有了一個妖艷的情人，這位個情人原本比不上你的妻子，但因為新鮮，你感到很刺激，想拋卻舊愛，獲此新歡。現在我提醒你，喜新厭舊是你的自由，但是，一旦你玩膩了這個情人，回想起結發夫妻千般恩愛，再想回到她身邊時，就來不及了。因為，這時妻子已經不可能原諒你，她不能容忍你的背叛。這個比方，你感覺如何？我們已經做了好幾年的生意，西林產品就如你的愛妻一樣。如果你一時沖動，移情別戀，中斷了我們的生意，以后后悔了，再來尋求合作，西林產品供不應求，即使你出很高的價格，我們也不會理睬你這位‘薄情郎’啦。”

儲吉旺讓翻譯一字不漏地作了翻譯。

威廉聚精會神地聽著，猶如聽故事一般。聽完后，他忍俊不禁，哈哈大笑：“0K！OK！儲先生太會說話啦，你這個比喻太生動了，讓我感動。我決定愛‘妻子’而不要‘情人’，愿意與貴公司簽訂明年的業務合同。”

儲吉旺開心地笑了，他熱情地拉著威廉的手，說：“那我們‘夫妻’就和好如初，更加‘恩愛’了。”