SunTzuandtheArtofNegotiationinChina孫子兵法之戰(zhàn)略

1、1Sun Tzu and the Art of Negotiation in China孫子兵法孫子兵法 之之 戰(zhàn)略談判技巧戰(zhàn)略談判技巧2What are some of the Biggest Challenges in your Negotiations in China?你在談判中遇到困哪些主要惑？你在談判中遇到困哪些主要惑？3Elements of Sun Tzu and the Art of Negotiation孫子兵法之戰(zhàn)略談判綱要孫子兵法之戰(zhàn)略談判綱要 Why Plan? 為何計劃？ Know Yourself and Your Adversary知己知彼 Building T

2、rust in Negotiations相互建立信任 Finding Out Your Adversaries Needs and Concerns找尋對手的需求與顧慮 Presenting Your Demands向?qū)Ψ教岢鲆?Elements of Sun Tzu and the Art of Negotiation孫子兵法之戰(zhàn)略談判綱要孫子兵法之戰(zhàn)略談判綱要 Why Plan?為何計劃？5勝兵先勝而后求戰(zhàn)，敗兵先戰(zhàn)而后求勝The victorious army plans for victory before fighting, the vanquished army fights b

3、efore planning for victory6Why Plan? 為什么要作計劃？ “In preparing for battle, I have found plans are useless, but planning indispensable.”“在打仗前的準(zhǔn)備階段，我發(fā)現(xiàn)計劃沒什么作用，但又是不可缺少的。”Dwight D. Eisenhower 埃森豪威爾埃森豪威爾(18901969), U.S. general, Republican, politician, president.美國總統(tǒng)、政治家、共和黨、將軍7談判談判 與與 協(xié)商有什么區(qū)別？協(xié)商有什么區(qū)別？8Nego

4、tiation談判是談判是:Get Others to Give You What You Want, by Giving Them What They Want給對方他們想要的東西來換取我們想要的東西9Formulating Your Negotiating Strategy 擬定你的談判戰(zhàn)略 道道：Your Goal談判目標(biāo) 天天：External Factors beyond Your Control 在你掌控以外的外在因素 地地：External Factors within Your Influence在你影響范圍內(nèi)的外在因素 將將：The People Conducting You

5、r Negotiation執(zhí)行談判的“良將” 法法：How Should the Negotiation be Conducted如何實施談判10道道：Your Goal 談判目標(biāo) What is the Negotiating Outcome You Want to Achieve? 你想實現(xiàn)怎樣的談判目標(biāo)？ What is Your Best-Case Scenario?你最理想的情況是什么？ Why Should Your Adversary Oblige?對方為什么會答應(yīng)你？11天天：Extenal Factors beyond Our Control在你掌控以外的外在因素 Marke

6、t situation市場情況 Demand vs. supply供需關(guān)系 Your adversaries external advisors對手的外聘參謀 Company policies, etc. 公司政策，等12地地：External Factors within Our Span of Influence在你影響范圍內(nèi)的外在因素 Your adversaries 你的對手 The terms of the agreement 談判條款 Any 3rd-parties involved第三方參與者13Know Thyself and Thy Adversary,A Hundred B

7、attles Fought and Not Imperil Any14將將：The People Conducting the Negotiation執(zhí)行談判的“良將” Are the negotiators empowered to make the decisions?談判者是否授權(quán)作決策？ Can they grasp the needs and concerns of your adversaries談判者是否能掌握對手的需求與顧慮？ Can they negotiate as a team?他們能否以發(fā)揮團(tuán)隊力量進(jìn)行談判？15不知三軍之事而同三軍之政，則軍士不知三軍之事而同三軍之政，

8、則軍士惑矣惑矣If a commander does not understand the key issues of the battle AND his own army BUT gives commands, his soldiers will be confused16不知三軍之權(quán)而同三軍之任，則軍士不知三軍之權(quán)而同三軍之任，則軍士疑矣疑矣If a commander is given the responsibility but NOT the authority, his soldiers will doubt his commands17將能而君不御者勝將能而君不御者勝The r

9、uler who does not interfere with capable generals shall win the war18法法：How Should the Negotiation be Conducted?如何實施談判 Are we negotiating 1-to-1 or to a group of people? 我們面對的是1對1談判，還是與一組人談判？ Are we getting an agreement in 1 round of negotiation, or in multiple rounds?我們是否能一錘定音，還是需要多輪談判？ Can we make

10、 adjustments as the situation demands it?我們?nèi)绾伟凑諘r勢的變化而做出應(yīng)對的調(diào)整？19Rules of Sales Negotiation銷售協(xié)商的規(guī)則 You have the right to say “No”. If you cant say “No”, you are in big trouble你有權(quán)說“不”。如果覺得不能說“不”，你就麻煩大了 Your job is not to be liked, its to be respected 你的工作不是要被他人所喜歡，而是要受到對方的尊重 Price is as psychological a

11、s it is emotional, but NEVER, ever rational 價格的決定可以是感性的，也可以是心理的，但從來不是理性的20Rules of Sales Negotiation銷售協(xié)商的規(guī)則 “Loose lips sink ships” “禍從口出” Always enter every negotiation with an agenda whats your desired outcome and how you want to achieve it 永遠(yuǎn)在每一次談判之前都都得將談判流程計劃好你的預(yù)期結(jié)果及如何達(dá)到 The only goals are those

12、 you can control: behavior and activity 目標(biāo)應(yīng)該是那些你能夠控制到的：行為和行動21Rules of Sales Negotiation銷售協(xié)商的規(guī)則 Always think in the customers positions, and highlight their “pain” 永遠(yuǎn)從客戶的角度思考，在他們的“痛處”上做工作 Do you know ALL the decision influencers? 你是否已經(jīng)認(rèn)識所有所有影響決定的人士了嗎？ “No” is good, “Yes” is good, “Maybe” will kill y

13、ou “不”是好的，“是”是好的，“可能”會讓你痛不欲生22Managing Your BATNA (Best Alternative to a Negotiated Outcome)處理你的BATNA （未取得談判結(jié)果的應(yīng)對方案） Your ideal outcome你理想的結(jié)果 Your bottom line你的底線 Your bargaining conditions你的討價還價的籌碼 Possible alternatives可供考慮的備用方案 When to say “no” 什么時候說“不” How to say “no”如何說“不”23Preparing to Negotiat

14、e準(zhǔn)備準(zhǔn)備協(xié)商協(xié)商What is your BATNA? 你的BATNA是什么？What are your objectives? 你協(xié)商的目標(biāo)有哪些？What are you prepared to give? 你能夠給于什么？How can you find out more information? 你該怎樣找到更多的信息？What is our common ground? 雙方的共識是什么？How do you intend to educate your customer about your value? 你該怎樣引導(dǎo)對方認(rèn)可你的價值？At what point should y

15、ou walk away? 你什么時候該放棄談判？What is your customers BATNA? 對方的BATNA又是什么？What are your customers needs, wants and concerns? 對方有什么需求及顧忌？What happens if your customer does nothing? 如果對方按兵不動，你會怎么做？What are their priorities? 他們最關(guān)注哪些事？24凡戰(zhàn)者，以正合，以奇勝In war, use conventional methods to get your army organised, b

16、ut use unconventional methods to achieve victory25Elements of Sun Tzu and the Art of Negotiation孫子兵法之戰(zhàn)略談判綱要孫子兵法之戰(zhàn)略談判綱要 Why Plan? 為何計劃？ Know Yourself and Your Adversary知己知彼26改變中的環(huán)境 The Changing Environment 你的行業(yè)現(xiàn)在跟五年前相比有什么區(qū)別？ What are the differences in your industry now compared to 5 years ago? 你的行業(yè)五

17、年后跟現(xiàn)在對比又將有什么區(qū)別？What will be some of the differences in your industry 5 years from now?27The Motivations Behind Each Player每個角色的購買動機(jī) Buying to Spur Growth刺激增長 Buying to Solve a Big, Current Problem解決棘手的問題 So-So, Not Much Motivation to Buy不好不壞，對你的產(chǎn)品可有可無 Over Confident, No Reason to Buy at All過于自信，完全沒有

18、購買的必要In ALL Big Selling, theres ALWAYS official and personal motivations for each player 28Buying Motives (Official) 購買動機(jī)(在公) Increase Revenue增加收入 Reduce Costs降低價格 Improve Asset Utilisation增加資產(chǎn)運(yùn)用29Buying Motives (Personal) 購買動機(jī)(個人) Achievement成就 Relationships關(guān)系 Reputation聲望 Career Advancement仕途 Leis

19、ure 悠閑 Money 金錢 Interesting Work工作上的樂趣30What are some of the buying motives of your typical adversary? 你們一般的對手又有哪些購買動機(jī)呢？31不知敵之情者，不仁之至也，非民之將也，非主之佐也，非勝之主也If you dont know much about your adversary, you wont command victory32Elements of Sun Tzu and the Art of Negotiation孫子兵法之戰(zhàn)略談判綱要孫子兵法之戰(zhàn)略談判綱要 Why Plan?

20、 為何計劃？ Know Yourself and Your Adversary知己知彼 Building Trust in Negotiations相互建立信任33水之行避高而趨下，兵之形避實而擊虛Choosing the message with the least resistance34是故百戰(zhàn)百勝，非善之善也；不戰(zhàn)而屈人之兵，善之善者也The best victory is the one that is won without fighting35Why Listening?為何聆聽？36不知敵之情者，不仁之至也，非民之將也，非主之佐也，非勝之主也If you dont know m

21、uch about your adversary, you wont command victory37Why do we need trust in negotiations?我們在談判時為什么需要建立信任？38Ways to Build Trust 建立信任的方式 Use their lingo使用對方的用語 Take time to learn about their needs and culture花時間了解對方的需求及文化 Listen聆聽 Be factual就事論事 Be fair 處事公平 Seek to optimise mutual benefit盡力優(yōu)化雙贏結(jié)果39El

22、ements of Sun Tzu and the Art of Negotiation孫子兵法之戰(zhàn)略談判綱要孫子兵法之戰(zhàn)略談判綱要 Why Plan? 為何計劃？ Know Yourself and Your Adversary知己知彼 Building Trust in Negotiations相互建立信任 Finding Out Your Adversaries Needs and Concerns找尋對手的需求與顧慮40為什么你挖掘?qū)κ值男枨笈c“痛處”?Why do You Need to Uncover the Needs and “Pains” of your Adversarie

23、s?41怎樣作首次接觸溝通What to Say on first Contact?不管你說什么，都得帶給客戶合適商務(wù)價值！Whatever it is, it MUST be Valid Business Reason to the customer!42合適商務(wù)理由 Valid Business Reason 在會面的開始時，我們先與對方陳述此次會面的合適商務(wù)理由（當(dāng)客戶了解你提問的用意，他更會與你合作）State your Valid Business Reason for your Meeting, and Get Permission to Ask Questions “今天我跟您交

24、談的目的是想了解我們能不能為你們提供更好的過濾方案以提高您的產(chǎn)品質(zhì)量。你不介意我問一些問題，了解一下您的情況？”“The purpose of my meeting is to explore better filteration solutions to improve product quality. Is it OK that I ask you a few questions?.” 43Uncovering the Needs and “Pains” of Customers挖掘客戶的需求與“痛處”First, state your Valid Business Reason首先，陳述

25、你的合適商務(wù)理由Then, ask the following types of questions接著提問以下: Current-Future States 當(dāng)下與預(yù)期的狀況 Highlighting and Intensifying “Pain” Areas挖掘客戶的 “痛楚” Expected Paybacks/ ROI對方所預(yù)期的回報 Associated Risks and Obstacles相關(guān)的風(fēng)險與障礙 Provide Assurance安撫他們的憂慮4444Current-Future States當(dāng)下與預(yù)期的狀況 Every potential new sale is a

26、change for customers 每個新的銷售單子對客戶來說是一種改變 Customers will have some expectations on how they will want to benefit if they were to make a purchase 顧客會對將要購買的產(chǎn)品益處抱有一定的期待 When customers are not sure about what their future state is, they may be the wrong person to talk to, or they may not have a clear buyi

27、ng need當(dāng)顧客對預(yù)期的狀況不確定或他沒有明確的購買需求，那么你可能找錯人了 4545Current-Future States當(dāng)下與預(yù)期的狀況 What are your key projects now? What will that be for next year? 你們目前有哪些項目？你覺得來年將是怎樣？ How many units do you need now? Will that no. change in the near future?你們目前平均每月需要多少量？這個數(shù)字在不久的將來會改變嗎？ Where did you host your event last ye

28、ar? What kind of venue will you be looking for this year?你們?nèi)ツ甑幕顒佑媚募揖频?？今年將有什么要求?What are some key challenges you face? What do you think needs to be done?你目前遇到哪些主要的挑戰(zhàn)？你覺得怎樣才能克服？ Can you tell me more? 能告訴我更多詳情嗎？4646Highlighting and Intensifying “Pain” Areas挖掘客戶的 “痛楚” Customers with weaker “pain” issu

29、es may be less likely to buy痛楚比較少的客戶購買意識比較薄弱1.What are some of the good things about your current hotel?你們目前的酒店目前做得怎樣？2.What are some areas that they can improve on?他們哪方面可以為您做得更好？3.Why is this so important for you?為什么這方面對您那么重要？4747Expected Paybacks/ ROI預(yù)期的回報 The biggest monetary or non-monetary bene

30、fit when the customer buys from you客戶在購買你的產(chǎn)品后能得到的實質(zhì)性與非實質(zhì)好處 If., what will be.?如果，會給你怎樣的幫助？ If we can ensure you having a successful event, will that make your bosses happy?如果我們能夠幫你主板一次成功的活動，你的老板們會開心嗎？ If we help you achieve better flexibility and accuracy, will that make your job easier?如果我們能夠給你打到更高

31、的靈活及準(zhǔn)確度，這樣會讓你工作更加順心嗎？What needs to be done to give you the best results?您覺得怎樣才能夠給你最好的效果？4848Uncovering the Needs and “Pains” of Customers 挖掘客戶的需求與“痛處” Current-Future States 目前與預(yù)期的狀況 Highlighting and Intensifying “Pain” Areas突顯與加重客戶的“痛楚” Expected Paybacks/ ROI 對方意向的回報Then 然后 Present your demands 提出你的

32、要求4949Associated Risks and Obstacles相關(guān)的風(fēng)險與障礙 Will your customer be concerned with:你的客戶是否會有以下顧慮： Buying from you for the first time?是否第一次向你購買？ Possible product/ service failures or defects?產(chǎn)品或服務(wù)是否有缺陷或會失敗？ Poor feedback and response from senior management?高層管理的負(fù)面反饋、反應(yīng) Poor feedback and response from e

33、nd users? 使用者的負(fù)面反饋、反應(yīng)5050Associated Risks and Obstacles相關(guān)的風(fēng)險與障礙 Do you have any concerns with regards to our working arrangements?不知道針對這樣的合作方式，您有什么建議？ Are there any concerns from your senior management with regards to working with us for the first time?不知道你們公司高層針對第一次與我們合作，會有什么顧慮？5151Provide Assuranc

34、e 安撫他們的憂慮 Understand how your customer wants your assurance了解你的客戶要你如何安撫他的顧慮 What do you think should be our next step?你覺得我們下一步該怎么做？52Elements of Sun Tzu and the Art of Negotiation孫子兵法之戰(zhàn)略談判綱要孫子兵法之戰(zhàn)略談判綱要 Why Plan? 為何計劃？ Know Yourself and Your Adversary知己知彼 Building Trust in Negotiations相互建立信任 Finding

35、Out Your Adversaries Needs and Concerns找尋對手的需求與顧慮 Presenting Your Demands向?qū)Ψ教岢鲆?3Before Presenting在提出方案之前 Have you found out what are the roles of everybody in the customers team?你有沒有找出對方各個成員的角色？ If not, have you clarified why are they interested in your solution? 如果還沒有，你有沒有澄清他們?yōu)槭裁磳δ愕姆桨父信d趣？54Presen

36、ting Your Demands提出你的要求 Start with how you are focused on mutual goals先以雙方的溝通目標(biāo)作為開頭 State your demand 提出你的要求 Tell them what you will be willing to concede in return for your demands 向?qū)Ψ教岢瞿銥榱诉_(dá)到你的要求而愿意作出的讓步 For Every Demand, Ask a Confirmation Question to Get Clients Agreement 在提出每個要求的時候，提出一個確認(rèn)式的提問，博取

37、客戶的認(rèn)同55Example: Presenting Your Demands舉例：提出你的要求 Start with how you are focused on mutual goals先以雙方的溝通目標(biāo)作為開頭: “What we would like to achieve here today is to seek an agreement for mutual benefit” “我們今天會南面的目的就是想找到雙贏的共識” State your demand 提出你的要求 “What we need from you is your committment to”“我們需要貴公司作出

38、以下承諾” Tell them what you will be willing to concede in return for your demands 向?qū)Ψ教岢瞿銥榱诉_(dá)到你的要求而愿意作出的讓步 “In return, heres what I can do for you” “而我方將愿意給你們以下承諾” Getting Confirmation博取認(rèn)同: “Is this one way that will help us achieve mutual agreement.”“這樣是不是能讓我們雙方達(dá)到共識呢？”56木石之性，安則靜，危則動，方則止，圓則行Just like woo

39、d and rocks: safe when motionless, dangerous when in motion; shape it square to stop it, shape it round to move it57Objections Handling處理反對意見處理反對意見Objections happen at ALL stages of the sale negotiation對手反對意見無時不在，隨時都有 The key to successful negotiation is to avoid objections, not to handle them as th

40、ey arise 成功的談判模式是避免反對意見，而不是遇到反對意見才兵力將擋Framework of handing objections處理反對意見的方式Empathise (But not to agree with)體恤對方（但不是同意對方的立場）Clarify澄清對方的看法Agreement to an Action解決反對意見58Empathise體恤對方體恤對方 When adversaries raise objections, DONT confront or argue with them, otherwise you will only get embroiled in a

41、n argument with them 對手提出任何意見，都不能直接反駁，否則只會跟客戶發(fā)生爭執(zhí) “I understand what you mean”“我明白你的意思” “I understand how you feel”“我了解你的感受” “Im glad you bring that up!”“我非常高興你提起這件事！”59Areas to Clarify On需要澄清需要澄清的方面的方面 The meaning of the words they say vs. what they REALLY mean澄清對方所說的虛實 Unfair comparisons不公平的對比 Del

42、ay tactics拖延的舉動 Give and take strategy討價還價 “Whom did you compare with that you find us to be expensive?” “你是跟哪家供應(yīng)商比較，覺得我們價格貴了呢？” “Do you feel that price is more important that quality, or quality more important than price?”“你覺得價格比較重要，還是質(zhì)量更加重要？” “Are there any other concerns besides this?”“除了這個顧慮，你還有

43、其他要跟我提起的嗎？”60Agreement to an Action解決反對意見解決反對意見 After clarifying with the customers concerns, see if you can get their commitment 在澄清客戶的疑慮后，是看對方能不能給于承諾 “If price is not a problem anymore, can you place the order now?”“如果價格沒問題，是不是就能夠定下來了？”61Objections Handling處理反對意見 Its too expensive 太貴了！太貴了！ HmmmIm

44、glad you said that. Why do you feel that our price is high? Which is MORE important to you, price or quality? 嗯我非常高興你很關(guān)注我們的價格。你知道為什么我們的價格比其他人高嗎？哪方面對你比較重要，價格還是質(zhì)量？ How much?多少錢？多少錢？ Apart from the price, do you have any other concerns? If you dont have any problems with price, would you like to give i

45、t a try now?除了價格以外，你們還有其它方面要考慮的嗎？如果價格沒問題，是不是現(xiàn)在就能定下來？ 62Objections Handling處理反對意見I dont have time. Please leave your brochures here and I will contact you later. 我沒空，你把資料放這我沒空，你把資料放這里。改天我再和你聯(lián)系里。改天我再和你聯(lián)系 I understand you are very busy. So is everybody else. But what if within 15 minutes I can show you wh