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.”

威廉先生是个精明的生意人，常驻中国，自称“中国通”。他与如意公司已经做了几年的生意，关系不错，彼此友好。这次来，是为2013年的业务。他开门见山：“我们是多年的老朋友了，可以把话说得爽快一点。据我对贵国同行的了解，贵公司的西林牌搬运车与另一家企业相比，质量不如他们的好，而价格却比他们的高。这是我们不能不认真思考的。如果贵公司能让利降价，明年的业务我们双方还是乐观的……”

几句话，储吉旺便知道了对方的来意。威廉是压价来的。他首先不能同意对方说的质量问题。此时，西林产品已经下了狠功夫，在外商中享有良好的声誉。

2002年10月，如意公司获得标准更高的ISO9001（质量）、ISO14001（环境）、GB/T28001（职业健康安全）三项国际标准认证。2006年和2007年，西林牌搬运车获得了更高的荣誉，先后被认定为中国驰名商标、国家免检产品和中国名牌产品。

储吉旺说：“我承认，我们的产品价格高。中国有一句古话，叫作‘一分钱一分货’。正因为我有高质量的产品，才有比人家高的价格。这难道不合理吗？”

威廉理屈词穷，但仍不甘心。他再三表露，如果价格不降低，他只能另择别家了。

储吉旺苦苦思索，如何说服威廉，赢得这场硬仗呢？这笔业务，数目可是不少啊。突然，他的灵感来了。

他一本正经地对威廉说：“威廉先生，你犯病了。”

威廉吓了一跳：“我好好的，哪里病了？”

储吉旺说：“你犯了喜新厌旧的毛病。”

威廉茫然不解：“什么？喜新厌旧？”

储吉旺笑了，他说：“我给你打一个比方。你有一位非常漂亮、非常贤惠的妻子，时间长了，你看腻了，麻木了，用中国的古话说，叫做‘入芝兰之室，久而不闻其香’。你有了一个妖艳的情人，这位个情人原本比不上你的妻子，但因为新鲜，你感到很刺激，想抛却旧爱，获此新欢。现在我提醒你，喜新厌旧是你的自由，但是，一旦你玩腻了这个情人，回想起结发夫妻千般恩爱，再想回到她身边时，就来不及了。因为，这时妻子已经不可能原谅你，她不能容忍你的背叛。这个比方，你感觉如何？我们已经做了好几年的生意，西林产品就如你的爱妻一样。如果你一时冲动，移情别恋，中断了我们的生意，以后后悔了，再来寻求合作，西林产品供不应求，即使你出很高的价格，我们也不会理睬你这位‘薄情郎’啦。”

储吉旺让翻译一字不漏地作了翻译。

威廉聚精会神地听着，犹如听故事一般。听完后，他忍俊不禁，哈哈大笑：“0K！OK！储先生太会说话啦，你这个比喻太生动了，让我感动。我决定爱‘妻子’而不要‘情人’，愿意与贵公司签订明年的业务合同。”

储吉旺开心地笑了，他热情地拉着威廉的手，说：“那我们‘夫妻’就和好如初，更加‘恩爱’了。”