成功的商务谈判要素-商务英语毕业论.doc

Key factors for successful business negotiation广东外语外贸大学商务英语本科毕业论文( 2015届 )论文题目 （英文） 论文题目（中文） 专 业学院 继教（公开）学院商务英语准考证号 班级自考作者姓名指导老师 完稿时间 成绩 iiiKey factors for successful business negotiationAbstract: With the strong national power and rapid development of economy in China, the economic and trade relationship has close connection between China and different countries. International trade and kinds of economic exchanges and cooperation in various ways are growing rapidly. Therefore, how to negotiate with different national businessman and get the win-win successful negotiation is a very hot topic for each oversea salesperson. The succeed business negotiation is effect by many factors, understanding the strategies, making perfect advanced preparation, mastering some skills and different strategies in each stage, doing some proper care and good arrangement are the important factors for succeed business negotiation. This article will from the information, market, negotiation stage and environment to analyze the strategies and skills for business negotiation, and tell you how to achieve the succeed business negotiation and get the cooperation.Keywords: business negotiation; factor; business strategy成功的商务谈判要素摘要：随着我国国力不断强大、经济快速发展，我国与世界各国的经济贸易关系有了密切的联系，国际贸易往来和各种类型的经济交流与合作也日益增多。因此，如何成功地与不同的国家进行商务谈判、达到双赢，这是每一个外贸工作者非常关心的话题。成功的商务谈判受很多因素的影响，了解商务谈判策略，做好商务谈判前的准备，掌握一定的商务谈判技巧和不同谈判阶段的策略，恰当地运用关心和周到的安排都是促成商务谈判成功的重要因素。本文主要从信息、市场、谈判的阶段和谈判环境方面来讲述谈判的策略和技巧，从而分析如何才能做到成功的谈判，达成交易。关键词：商务谈判；因素；策略ContentsThe preface11. Overview of business negotiation strategy11.1 The meaning of business negotiation12. The preparation for business negotiation12.1 The collection of intelligence12.1.1 The requirements of customers32.1.2 The culture of the customers country42.1.3 The competitors of yourself52.2 Drawing up detailed plans62.3 Proper dressing63. The skill of commercial negotiations63.1 Listening skills63.2 Answering skills63.3 Questioning Skills73.4 Demonstrating skill73.5 Transposition thinking skill74. Business negotiation strategy at each stage84.1The beginning stage strategy84.2 The quotation stage strategy84.3 The consultation stage strategy94.4 The transaction stage strategy95. Proper care and considerate arrangement95.1 Negotiation place in your end95.2 Negotiation place in customers end96. Conclusion97. Bibliography10 Key factors for successful business negotiationGuangdong University of Foreign Studies Tutor: Professor The prefaceWith the development of our market economy and the further expansion development in the world, international business negotiation has been appears in many enterprises. Especially after China joined the WTO, international business negotiation is becoming universal and important. For the people who work involved in foreign trade area, we must master the factors for successful business negotiation. Now we follow the below several aspects to start our discussion.1. Overview of business negotiation strategy1.1 The meaning of business negotiation Business negotiation is a formal discussion between two companies or two groups. To improve the relationship and achieve the cooperation is the reason for negotiation (Pan 7). But to get the profit or chances for their end is the actual goal for each party. The negotiators are expected to get benefit from the negotiation, such as the seller what to sale their products or service to buyer, and they want to get the high profit rate. The same thing, the buyer wants to take less money to buy the products or service. Therefore, the business negotiation is existence.International business negotiation is a part of business negotiation, the key word is international. The negotiators have to pay more attention to the difference between two countries. From the business perspective, if the negotiators want to achieve the business objectives, referred to as obtained a series of countermeasures for the survival and development of competition in the market. It is very important for them to understand the other partys negotiators habit perspective and etc. In short, the international business negotiation is the negotiation between two parties from two countries, and both parties want to get the best benefit for their company or group. If they want to achieve success in negotiation, it request the negotiators have to with flexibly implementing strategy2. The preparation for business negotiation2.1 The collection of intelligence Collection intelligence also means collect the information about the other party, and understanding more information about other party to prepare the negotiation. Make a good preparation for business negotiation can help negotiator feel confidence and comfortable (Larocci 23). According to the functional classification, the information includes three categories: private information, public information, non-confidential information. According to the information content includes four parts: classification and talks about the situation, the relevant object of negotiation situation, competitors situation, friendly situation. Negotiators can acquire effective information from the following channels: the government institutions; through the research on patent to find information; the industry consulting company or related institutions; through the large exhibition activities to gather intelligence; through the related website to obtain information; through the related customers; the tracking object of negotiation leadership behavior and collected information will be carefully analyzed, grasp the essence of the problem. For example, Chongqing Silver Ridge Leather Products Co., Ltd. planned to order cow grain leather from Brazil instead of purchasing the leather in domestic market in 2015. Silver Ridge known about the seller from Alibaba named ALTERNATIVAS. They will have a meeting with ALTERNATIVAS next Friday, and both parties are first time meet each other. So before the business negotiation, you have to do the good preparation. Knowing about who is the negotiator is the basic requirement. The soonest way for you to get the information is visiting their website. From the website, you may know about the history, the business type, the products series, the advantage and etc. about the sellers company. Such as after visiting the website of ALTERNATIVAS, you understand their main product is cow grain leather, and now they want to develop their new item wet blue leather. For the upcoming negotiation, the most important is price to Silver Ridge. So the negotiator searched the market information from Google, and known the leather business is dropping now. There are many leather materials keep in stock and waiting for selling, price is very competitive. And the negotiator also obtained price information for famous professional website MAXFIELD, and decided the target price is USD0.8/SQFT for cow grain leather, even the previous price is about USD1.5/SQFT from domestic market. See below searched information from the market by professional website. (See Figure 1 and Figure 2) Figure 1. Daily Us Price Charts & GraphsFigure 2. The Maxfield Report Hog Runner Weekly Price GuideFinally, ALTERNATIVAS quoted the price is USD1.3/SQFT, but Silver Ridge got USD0.85/SQFT, the extra USD0.05 is for A grade quality of the leather. Silver Ridge achieved a successful business negotiation due to they obtained good intelligence before negotiation.2.1.1 The requirements of customersHow good your product or service is, the simple truth is that no-one will buy it if they dont want it or they dont need it. And you wont persuade anyone that they want or need to buy what youre offering unless you clearly understand what it is your customers really want (Wheeler 89).Knowing and understanding customer needs is at the center of every successful business, whether it sells directly to individuals or other businesses. Once you have this knowledge, you can take the BATNA (Best Alternative to Negotiated Agreement) (Wheeler 128) to persuade potential and existing customers that buying from you is in their best interests. So you have to know about your customers, how to use this information to sell to them more effectively, and how to win business from your competitors.Every business needs a reason for their customers to buy from them and not their competitors. This is called a Unique Sales Proposition (USP). Your USP can be identified by completing the phrase Customers will buy from me because my business is the only. Your USP can change as your business or your market changes, and you can have different USPs for different types of customer (Cruise 25).For example: a stationery store could offer a free same-day delivery service for its business customers within a local area - an effective USP for businesses that need fast delivery. The same stationery store could offer a 5 percent discount to businesses that spend more than $1,000 a month - this would be a USP for cost-conscious customers. The stationery store could also make sure it offers the most comprehensive stock of artists materials in the area - a USP for local professional or amateur artists.All of these USPs can be effective because they are driven by what the customer looks for when making a buying decision. Its a good idea to review your USPs regularly. You can tailor your products or services to better match your customers needs. Consider asking your customers why they buy from you. This will tell you what they think your USP is - this may differ from what you think your USP is. Its also useful to check constantly what your competition is doing. Remember - if your competitors are doing the same, your USP isnt unique any more.2.1.2 The culture of the customers countryIn the business world, negotiation is imperative for the successful execution of daily operations. Understanding cultural differences and overcoming language barriers are some of the considerations people should have when dealing with business with people of various cultures. Most business deals are lost because the parties involved did not take the time to learn about each others culture prior to interacting.Customs-when doing business with an affiliate from another country, consider the cultural differences that may be presented. This includes basic customs, mannerisms and gestures. For example, if a salesperson approaches a meeting with knowledge of a customers cultural background, then his words, body language and actions can all be adapted to better suit those of the customers. This in turn may lead to being better liked by the customer, ultimately increasing the salespersons opportunity to close the deal.Language Barriers-in some countries, like the United States and Germany, it is common for people to speak loudly and be more assertive or aggressive when sharing ideas or giving direction. Some countries like Japan, people typically speak softly and are more passive about sharing ideas or making suggestions. When interacting with people from different cultures, speaking in a neutral tone and making a conscious effort to be considerate of others input, even if it is given in a manner to which you are not accustomed, can help foster effective business negotiation.Politics-political influences, both past and present, can potentially affect the way a person or company does business. Some cultures have a very strong sense of nationalism and government pride, and therefore, are more comfortable and willing to purchase from companies with some sort of government backing. Conducting business with those of differing cultures can also impact negotiations if there are on-going political disputes between the involved parties countries of origin. To avoid conflict, it is best to avoid discussing any political matter that does not directly pertain to the business at hand. This is also true for inter-office interactions.2.1.3 The competitors of yourselfChances are your potential customer is already buying something similar to your product or service from someone else. Before you can sell to a potential customer, you need to know about your competitor. You need to know about whether the customer is happy with their current supplier or not. Compare with your competitor, what is your advantages and etc. The way to obtain information of competitor is you can visit their website and check their products. You have to doing the market search to do the compare. Making a list of information details of competitor and comparing with yours. Then you will find out your advantage and disadvantage in your side. The easiest way to identify a potential customers current supplier is often simply to ask them. Generally people are very happy to offer this information, as well as an indication of whether theyre happy with their present arrangements.If you can find out what benefits theyre looking for, you stand a better chance of being able to sell to them. The benefits may be related to price or levels of service, for example. Are there any benefits your business can offer that are better than those the potential customer already receives? If there are, these should form the basis of any sales approach you make.2.2 Drawing up detailed plans 1. Coming up with various schemeThe schedule of the topic should be list in your mind. If the negotiation process can be handled by you, it is the best way for you to finish the topic one by one. But sometimes the clients not follow your plans totally. The knotty questions will be asked by clients randomly. You should calm and answer the questions effectively, avoid no words during the negotiation. Be act professional and confident.2. To create a win-win solutionBoth sides want to get more interests during the negotiation, negotiators should pay attention and try to find both substantive interests, realize the application on this basis methods can be agreed by both parties to seek maximum benefits. In order to search for win-win solutions effectively, you need to think the opinion is good or bad for both sides then make the best decision, and the decision should be sounded good for other side.Let the other side make a decision if necessary. If you can make each other feel the solution is legal and legitimate, fair to both sides, then the rest is easy to make a decision, your scheme has been successful.2.3 Proper dressingProper dressing for business negotiation request the negotiator looks professional and comfortable. The sportswear, Casual wear and bizarre dressing are not in the list of business dressing. It is not good for women to wear the short and sexy skirt. Normally there not exceed three colors for mens business dressing（JIN 320）. The world famous top brand dressing is not recommended. Negotiator can choose business suit dressing, it looks simple and black color looks professional.3. The skill of commercial negotiations3.1 Listening skillsSkill of listening refers to the negotiators are able to listen, listen to each others speech patiently. Dont be eager to express your views, explain your own situation and refute each others different opinions. In fact, the above successful negotiator 50% time is used to listen, they listened carefully, get lots of valuable information to increase their bargaining chips.3.2 Answering skillsHow can we make a better answer, the most important is to write down the problems which is the most possible to put forward. Before the negotiations, play a critical role to make performance on the problem, how to prepare answers to those difficult problems. Think carefully and come up with the answer will be more perfect. However, we cannot predict all the problems may put forward by other party, more time negotiating answer is an improvisation. In the negotiations, every word is responsible, and it will be as promise to each other. The answer is not easy to obtain, but it require negotiators to answer the question professionally.3.3 Questioning SkillsQuestion is an important point in business negotiations to obtain information for negotiator, and some problem also can be found by asking questions. In business negotiations, Question is mainly divided into open questions and closed questions two categories. The open questions refer to the information is known by both side and one side just want to make sure the result. The open question usual can be used yes or no and other simple words to reply. It usually used in the beginning of the negotiation, guide each other to say, and then obtain the related information. The closed questions refer to a detail range to get specific answer in a particular field. It is not only need to reply yes or no, but also need to explain some details information for other side. The closed questions usual ask when you dont understand some details and need explanation. It usually used when the negotiator finish their own expression.3.4 Demonstrating skillBusiness negotiation is based on express ones point of view, the position and the plan, through the elaboration to express in the talks about the basic views and opinions, to understand each other. It include introduce statement, the approve statement and the summary statement. The introduce statement lay in the first stage of the negotiation. You need to introduce all the people in in your side and let other side know each other. The introduction should be formal and professional. When you want the other side trust your opinions, you need to approve that. So you need to demonstrate some famous case or something ha