康師傅-現(xiàn)代通路談判技巧訓(xùn)練ppt課件

1、156產(chǎn)品表現(xiàn)產(chǎn)品表現(xiàn) & 技術(shù)品質(zhì)技術(shù)品質(zhì)談判戰(zhàn)術(shù)談判戰(zhàn)術(shù) & 談判行為談判行為7客戶利潤客戶利潤供應(yīng)商利潤供應(yīng)商利潤有競爭力銷費者價格有競爭力銷費者價格$81 Zero-sum negotiation(零零-和型）和型） 雙方競爭雙方競爭 (compete), 只顧自己利益只顧自己利益零和談判只顧自已金錢獲利零和談判只顧自已金錢獲利賣方想儘量賺多錢賣方想儘量賺多錢買方想儘量殺低價買方想儘量殺低價2 Win-win （雙贏型）（雙贏型）: 雙方團(tuán)結(jié)一致雙方團(tuán)結(jié)一致 (collaborate), 完成彼此共同利益完成彼此共同利益 雙贏談判需整合雙方目的，團(tuán)結(jié)一致，共創(chuàng)彼此最大雙

2、贏談判需整合雙方目的，團(tuán)結(jié)一致，共創(chuàng)彼此最大價值價值, 例如品例如品 類管理類管理 (Category Management), JBP3 Mixed （混合型）（混合型）: 雙方合作雙方合作 (cooperate), 完成彼此利益完成彼此利益 混合式談判需雙方協(xié)商合作，完成彼此利益混合式談判需雙方協(xié)商合作，完成彼此利益, 例如例如TG陳列陳列9Collaboration團(tuán)結(jié)一致型態(tài)團(tuán)結(jié)一致型態(tài)Cooperation合作協(xié)商型合作協(xié)商型態(tài)態(tài)Competition競爭毀滅競爭毀滅型態(tài)型態(tài)Development projects亦協(xié)商合作亦協(xié)商合作發(fā)展項目發(fā)展項目Negotiation (%rat

3、e)除談判交易除談判交易 條件條件%10談判雙方團(tuán)結(jié)一致合作基礎(chǔ)愈多，則愈少談判壓力放在交易談判雙方團(tuán)結(jié)一致合作基礎(chǔ)愈多，則愈少談判壓力放在交易條件條件%CollaborationCooperationCompetition=強調(diào)雙方團(tuán)結(jié)一致強調(diào)雙方團(tuán)結(jié)一致共同推展商業(yè)計劃共同推展商業(yè)計劃11121314E.G Football !But all those football team have won at least 1 World cup15Pay-for-performance依績效付費Working vs Non-Working有效益支出VS無效益支出Payment Terms付款條

4、件Target Setting業(yè)績目標(biāo)設(shè)定NPD Listing新品上架Promotion Calendar促銷規(guī)劃Common Assortment Fee舊品維護(hù)費Promotion Confirmation促銷確認(rèn)單Penalty罰款談判實務(wù)導(dǎo)引談判實務(wù)導(dǎo)引 16Pay-for-performance依績效付費依績效付費Drive category growth整體品類績效成整體品類績效成長長Customer delivers a performance or a service 客戶完成所訂績客戶完成所訂績效或服務(wù)效或服務(wù) Annual sales rebate年度業(yè)績獎勵年度業(yè)績獎勵

5、 談判實務(wù)導(dǎo)引談判實務(wù)導(dǎo)引 17Working vs Non-Working有效益支出有效益支出VS無效益支出無效益支出Working 有效益支出有效益支出Conditional rebates附條件之獎勵附條件之獎勵A(yù)nnual sales target rebate 年度獎勵年度獎勵TPR促銷價格折扣促銷價格折扣Payment terms付款折讓付款折讓Early payment allowance 提前付款折讓提前付款折讓Business building協(xié)助生意發(fā)展之項目協(xié)助生意發(fā)展之項目DM / TG / sales growth rebate DM促銷促銷 / TG陳列陳列 Eff

6、iciency terms改善效率，降低成本之補貼改善效率，降低成本之補貼No return allowance, DC allowance, order size allowance 不退貨折讓不退貨折讓, 統(tǒng)倉物流折讓統(tǒng)倉物流折讓, 大量整車訂大量整車訂貨折讓貨折讓談判實務(wù)導(dǎo)引談判實務(wù)導(dǎo)引 18Working vs Non-Working有效益支出有效益支出VS無效益支出無效益支出Non-Working無效益支出無效益支出Trade- Listing fee上架費上架費Trade others-其他贊助費其他贊助費Anniversary / Festival sponsorship 周年慶

7、周年慶 / 節(jié)慶贊節(jié)慶贊助費助費New store open / store remodelling sponsorship 新新店開幕店開幕 / 舊店改裝贊助費舊店改裝贊助費Unconditional discounts / rebates無條件折扣無條件折扣 / 獎勵獎勵Monthly flat rebate月扣月扣Penalty罰款罰款I(lǐng)nvoice adjustment / price variance價差補償價差補償談判實務(wù)導(dǎo)引談判實務(wù)導(dǎo)引 19Payment Terms付款條件付款條件Product turnover產(chǎn)品迴轉(zhuǎn)力產(chǎn)品迴轉(zhuǎn)力Ordering cycle訂單頻率訂單頻率C

8、ustomer financial strength客戶財客戶財務(wù)實力務(wù)實力Supplier working capital供應(yīng)商資金供應(yīng)商資金流量流量談判實務(wù)導(dǎo)引談判實務(wù)導(dǎo)引 20Target Setting業(yè)績目標(biāo)設(shè)定業(yè)績目標(biāo)設(shè)定Organic growth / Category performance品品類成長趨勢類成長趨勢New store open展店計劃展店計劃NPD listing新品上市新品上市Promotion impact促銷刺激促銷刺激Pricing change價格變動價格變動Advertising effect廣告效果廣告效果Other projects其他計劃其他計

9、劃 Category management品類管理品類管理In / Out indent assortments非正常品採購非正常品採購Inventory reduction庫存降低計劃庫存降低計劃談判實務(wù)導(dǎo)引談判實務(wù)導(dǎo)引 21Penalty罰款罰款Supplier contract penalty供應(yīng)商合供應(yīng)商合約罰款約罰款Promotion penalty促銷協(xié)議罰款促銷協(xié)議罰款Quality issue penalty品質(zhì)問題罰款品質(zhì)問題罰款談判實務(wù)導(dǎo)引談判實務(wù)導(dǎo)引 22Attachment合約談判附件合約談判附件Item lists of common assortment fee共同

10、商共同商品品(舊品舊品)品項表品項表NPD plan (not in detail)新品計劃表新品計劃表(無明細(xì)無明細(xì))Annual promotion plan年度促銷計劃表年度促銷計劃表OthersJoint business plan/project (JBP) 談判實務(wù)導(dǎo)引談判實務(wù)導(dǎo)引 23Promotion Confirmation促銷確認(rèn)書促銷確認(rèn)書Prior written confirmation before promotion start, lead-time 45-60 days 促促銷開始前銷開始前45-60天之書面確認(rèn)天之書面確認(rèn)Period促銷期限促銷期限Prici

11、ng促銷價格促銷價格Promotion scheme促銷辦法促銷辦法Promotion sales forecast (quantity & revenue)促銷預(yù)估量促銷預(yù)估量/額額Remark all exceptions摘記例外事項摘記例外事項Free of charges of DM / TG / Newspaper / TVC 免費免費DM/TG/報紙稿報紙稿/電視廣電視廣告等告等 Cross out penalty clauses刪除罰款條文刪除罰款條文談判實務(wù)導(dǎo)引談判實務(wù)導(dǎo)引 2425You should be hard on the issues but soft on

12、 the people !對人柔軟，對事堅持對人柔軟，對事堅持Be prepared : 90% of success depends on preparation 充分準(zhǔn)備充分準(zhǔn)備Separate the people from the problem. 對事不對人對事不對人Focus on interests rather than positions.著重協(xié)商雙方共同利益著重協(xié)商雙方共同利益, 而非僅強調(diào)自己立場而非僅強調(diào)自己立場Understand the other sides interests.分析瞭解對方所關(guān)心事物分析瞭解對方所關(guān)心事物Integrate all psychol

13、ogical aspects整合所有心理層面狀態(tài)整合所有心理層面狀態(tài)Generate a variety of options before settling on an agreement.思思考各種不同方案考各種不同方案, 利弊得失利弊得失Insist that the agreement be based on objective criteria. 堅持合約堅持合約建立在客觀準(zhǔn)則基礎(chǔ)建立在客觀準(zhǔn)則基礎(chǔ)No concession without counterparts未獲對等利益，不輕易讓步未獲對等利益，不輕易讓步Share internally on your nego (boss,

14、 colleagues.)隨時與內(nèi)部相關(guān)隨時與內(nèi)部相關(guān)人員分享談判進(jìn)度人員分享談判進(jìn)度Everything is negotiable!以對話替代對抗，用妥協(xié)創(chuàng)造雙贏以對話替代對抗，用妥協(xié)創(chuàng)造雙贏訓(xùn)練學(xué)習(xí)無止盡。訓(xùn)練學(xué)習(xí)無止盡。談判對手談判對手“酷無情?？釤o情。加油！加油！加油！加油！春種一粒粟，秋收萬顆子春種一粒粟，秋收萬顆子多謝聆聽多謝聆聽! !預(yù)祝預(yù)祝2010談判成功談判成功We still negotiate conditionsMass Margin according to Carrefour definition means a concentration of the efforts based on profitable sales growth above the mar