天百货集团招商经理谈判技能培训（79页） .ppt

about pcd stores group,negotiation skill training for leasing manager 招商经理谈判技能培训,stanley sun july 27, 2012,-健康、高效、创新、进取-,objectives of the workshop 培训目标,improve the negotiation quality. 提高谈判质量. aware of importance of the preparation and follow-up 提高对准备工作及后续跟踪重要性的认识 design processes to improve preparation and follow-up 设计能够改进准备工作及后续跟踪的程序 apply communication skills in negotiation 了解在谈判中沟通技能的运用 share experiences 交流经验,-健康、高效、创新、进取-,contents 内容,definition and company principles 定义及公司原则 the negotiation phases 谈判阶段 simulated negotiation 模拟谈判 experience sharing, successful cases and questions &answers 经验分享、成功案例和问题解答,-健康、高效、创新、进取-,definition and company principles 定义及公司原则 the negotiation phases 谈判阶段 simulated negotiation 模拟谈判 experience sharing, successful cases and questions &answers 经验分享、成功案例和问题解答,-健康、高效、创新、进取-,question问题,what is negotiation 什么是谈判？,-健康、高效、创新、进取-,definition of negotiation 谈判的定义,谈判是由彼此依赖但又没有完全相同的资源的双方来作出一个决策的过程。这是一个双方共同决定每方得到什么和给予什么的关系。 negotiation is a decision-making process among interdependent parties who do not share identical preference. it is the processthrough which the parties decide what each will give and take ina relationship. “it is more difficult to lead by persuasion than defeat by asword” 用说服引导他人比用剑制服他人还要难,-健康、高效、创新、进取-,4 negotiation criteria 衡量谈判的四个坐标,focus on relationship 关系 long term vision interests 利益 what really care about resources 资源 can be allocated motivation 动机 ultimate aim,f i r m,-健康、高效、创新、进取-,negotiation types 谈判的种类,lose -lose两败俱伤 win-lose / lose -win 赢-输/输-赢 win -win 双赢,-健康、高效、创新、进取-,three criteria of negotiation 衡量谈判的三个标准,结果是明智的动机motivation 衡量谈判的第一个标准是明智，也就是说，谈判的结果应该是明智的。因为谈判是谈判双方为了达成某种共识而进行的一种行为.one of the criteria of negotiation is advisable, namely, the purpose is wise. as subscribe the contract or tariffs &trading negotiation.,-健康、高效、创新、进取-,three criteria of negotiation 衡量谈判的三个标准,有效率有效的利用 resources 衡量谈判的第二个标准是有效。谈判追求的是效率，最好能速战速决，除非万不得已，不要拖延时间 second, availability, the purpose of negotiation is efficiency, the better way is to quick to start and quick to achieve the target.dont waste too much time, more time you spending, more human, material and financial will be spent.,-健康、高效、创新、进取-,three criteria of negotiation 衡量谈判的三个标准,增进或至少不损害双方的利益 利益 interests 衡量谈判的第三个标准是增进或至少不损害双方的利益，即友善。谈判不是你死我活，不是在损害对方利益的前提下满足自己的私利，而是要增进双方的利益，通过谈判使双方达到双赢。 third point is to be friendly, to improve at least not to damagethe other partys interest. on the premise of make mutual benefits to gain the result of win-win, not to satisfy your self-interest by your side, if only one part attain its objective, we say it wontbe a real win-win negotiation.,-健康、高效、创新、进取-,your story 你的故事,experience sharing 经验分享,-健康、高效、创新、进取-,our negotiation goals 我们的谈判目标,goals of the negotiation in pcds shopping mall 春天百货的谈判目标 to increase and improve : 目的是提高和改善: rental income 租金收入 contract terms 合同条款 tenant mix租户组合 payment of rental 租金的支付 long term relationship 长期协作关系,-健康、高效、创新、进取-,shopping mall principles 招商部的谈判原则,a fair and promising partnership must be developed between our tenant and us. 必须与租户建立起一种公平而且有发展前途的合作关系 negotiations are prepared according to a rational approach and are based on accurate data : 谈判要以合理的方法去准备, 谈判准备工作要建立在准确的数据基础上 the results of negotiations should optimize the rental in value, the tenant mix and the long-term and sustainable relationship development with our tenants. 谈判的结果必须使租金收入和租户组合最优化,同时要有助于建立 与租户之间的长期可持续发展的关系。 agreements are followed-up throughout the tenancy period to ensure that objectives are achieved. 整个合同期限内要对合同进行跟踪以确保目标的实现。,-健康、高效、创新、进取-,shopping mall principles 招商部的谈判原则,a fair and promising partnership must be developed between our tenant and us. 必须与租户建立起一种公平而且有发展前途的合作关系 negotiations are prepared according to a rational approach and are based on accurate data : 谈判要以合理的方法去准备, 谈判准备工作要建立在准确的数据基础上 the results of negotiations should optimize the rental in value, the tenant mix and the long-term and sustainable relationship development with our tenants. 谈判的结果必须使租金收入和租户组合最优化,同时要有助于建立 与租户之间的长期可持续发展的关系。 agreements are followed-up throughout the tenancy period to ensure that objectives are achieved. 整个合同期限内要对合同进行跟踪以确保目标的实现。,-健康、高效、创新、进取-,contents 内容,definition and company principles 定义及公司原则 the negotiation phases 谈判阶段 negotiation preparation谈判准备 negotiation process谈判过程 negotiation result follow up谈判跟踪,-健康、高效、创新、进取-,the negotiation process 谈判过程,negotiation preparation 谈判前的准备 negotiation process 谈判的过程 negotiation result follow up 谈判结果的跟踪,-健康、高效、创新、进取-,1.preparation 准备,what is the appropriate percentage of time you should give to preparation before starting negotiation? 多少时间用于谈判的准备工作是合理的？,-健康、高效、创新、进取-,the negotiation process 谈判过程,negotiation preparation 谈判前的准备 negotiation process 谈判的过程 negotiation result follow up 谈判结果的跟踪,-健康、高效、创新、进取-,if i had nine hours to cut down a tree,i would spend the first six sharpening the axe. -abraham lincoln 如果我有九个小时来砍一棵树，我会用前六个小时来磨利斧子 -亚伯拉罕.林垦 whats the equivalent in chinese? 中国有句什么类似的话？ 磨刀不误砍柴工! 工欲善其事, 必先利其器.,-健康、高效、创新、进取-,1.preparation 准备,what to be prepared before negotiation? 谈判前应做哪些准备工作?,-健康、高效、创新、进取-,1.preparation 准备,what to be prepared1 准备的内容一 take into account the shopping mall target in termsof strategy, rental budget, remodelling plans, etc. 必须考虑每个购物中心的策略、租金预算和改造计划等方面的目标 spend time on a detailed analysis of the tenant situation. 花时间来仔细分析和了解每个租户的状况 tenant company operation situation tenant competitor situation tenant shops in carrefour tenant expansion plan for the next few years1.,-健康、高效、创新、进取-,1.preparation 准备,what to be prepared 准备的内容二 this activity should define the negotiation strategies percategory /tenant and fix the targeted conditions. 通过准备, 针对某个分类或某个特定的租户, 来制定谈判的策略并确定目标合同条款 at the end, a negotiation file will have to be set up for each tenant. 最后,要准备各个租户的谈判文件,-健康、高效、创新、进取-,1.preparation 准备,are you ready to negotiate? 你是否准备好了谈判？ negotiation target 谈判目标 win-win mind-set 双赢思维 communication skills 沟通技巧 necessary tools 必要的工具,-健康、高效、创新、进取-,1.preparation 准备,negotiation target 谈判目标 what& needs 明确想要和需要 needs are main target & want are secondary target 需要是主要目标，想要是次要目标 make the upper limit and lower limit 制定最高上限和最低下限,-健康、高效、创新、进取-,1.preparation 准备,win-win mind-set 双赢思维 long term vision 有长期配合的远见 use “we”使用“我们”的字眼 mutual benefits 彼此都能获得好处 open & objective 开放、客观 share information 分享信息 listen and balance talking ratio 聆听并且平衡说话的比例 find solution together 一起解决问题或障碍 concede if necessary 必要时双方各退一步,-健康、高效、创新、进取-,1.preparation 准备,communication skills 沟通技巧 active listening 积极倾听 ask question 有效提问 answer 应答艺术 persuade 说服艺术,-健康、高效、创新、进取-,active listening 积极倾听,what is active listening? 什么是倾听?,-健康、高效、创新、进取-,active listening 积极倾听,listen to others with interest and acceptance 带着兴趣和开放的心态去听 build trust between people 在人际间建立信任 serve as a key in the development of relationship是发展彼此关系的关键,-健康、高效、创新、进取-,active listening 积极倾听,listening techniques 倾听技巧 summarizing总结 positive feedback 积极反馈 paraphrasing 重述 open questions 开放式问题 “i” language语言,-健康、高效、创新、进取-,active listening 积极倾听,summarizing example 总结的例子 “what i heard you say was that (it sounds like) you dont like the space on first floor in the far end of the mall but would be interested in the one next to the main door? do you agree with that? did i get that right? is that what you are saying? ” 你说的是（听起来好像）你们不喜欢一楼到底的那个空位，倒是对靠近入口的地方很感兴趣？你同意吗？我理解对吗？你是这个意思吗？,-健康、高效、创新、进取-,active listening 积极倾听,positive feed back example 积极反馈的例子 “thanks for dropping by my office today, its great to see you!” “ great idea, why dont you try it, let me know what happens! ” “谢谢你今天到我办公室来看我，看到你太高兴了！”“这个主意太棒了，你为何不去尝试一下呢，让我知道进展怎样！”,-健康、高效、创新、进取-,active listening 积极倾听,positive feedback exercise 积极反馈的练习 john is embarrassed that he couldnt attend the day one training. today, he took courage to attend the day two training. 约翰很惭愧因为他没能参加第一天的培训。但是，今天他还是鼓足勇气参加了第二天的培训。 how would you respond? 你会如何反馈？,-健康、高效、创新、进取-,active listening 积极倾听,paraphrasing example 重述的例子 “i cant believe that after all that hard and weary negotiation we didnt make a deal!”you respond “so you cant believe that after all hard work, you didnt get the deal.”no, im so angry” “我简直难以置信经过这么艰辛和疲惫的谈判我们还是没有达成协议！”你回答到“因此你无法相信经过这么艰辛的谈判还是没有达成协议。”是啊，这太气人了。”,-健康、高效、创新、进取-,active listening 积极倾听,open question example 开放式问题的例子 “how did you like our products?”“what did you like about it?”“really, tell me more about that ” “你如何认为我们的产品？”“你具体喜欢这个商品的哪些方面呢？”“是吗？能再详细点告述我吗？”,-健康、高效、创新、进取-,active listening 积极倾听,“i” language example “我”的语言的例子 - “your shop is in this mall, why dont you promote regularly?” “i hear what youre saying, why dont we talk about that ? we tried hard with this regard, but we will still keep trying different ways to bring customers.”- “你们的店在这个购物中心里，为什么你们不定期地进行促销呢？”-“我听到你所说的了，干吗我们不谈谈这个呢？我们已经尝试了各种手段，但是我们仍然继续努力去吸引顾客。”,-健康、高效、创新、进取-,active listening 积极倾听,give others a chance to clarify or explain 给别人机会以澄清或解释 emphasize important points 强调重点 calms a conflict on an intensive situation 在紧张和争执时可以缓和冲突 helps other people clarify own thinking 帮助对方澄清观点 manage your emotions 管理你的情绪 encourages other people to share information 鼓励对方提供信息 increase the other partys trust in you 加强对方的对自己的信任感,-健康、高效、创新、进取-,examples of active listening 积极倾听实例,it sounds like what you are saying is isit? 听起来您的意思好像是说. what do you think of this option as a solution? 你认为这个解决方案如何？ so what you mean is 您的意思是说.,i hear what you are saying is only interested in 我听到你说你们只对感兴趣. you feel you operation people will need yes, necessary您认为贵公司业务员需要. your understanding is very much appreciated 你们能对我们理解太好了,-健康、高效、创新、进取-,ask question 有效提问,how to ask ? 如何做到有效提问?,-健康、高效、创新、进取-,ask question 有效提问,ask questions to 问问题是为了 collect information 收集信息 enhance persuasion 提高说服力 control and manage the meeting 掌控谈判的进行 keep the other side in activity 让对方保持警觉 clarify the ideas and carefully listen to answers 澄清想法并仔细聆听答复 propose a more balanced alternative to disagreement 提供更平衡的方案以解决歧见,-健康、高效、创新、进取-,how to ask? 如何提问？,-健康、高效、创新、进取-,ask question 有效提问,open questions 开放式问题 use what, how,why, and please 使用什么、如何、为什么和请等词语 cant be answered by “yes ”or “no” 无法用“是”或“否”来回答 encourage the other person to give more information 鼓励对方提供更多的信息 draw out the other persons feeling and opinions 发掘对方的想法和观点 stimulate the other person to think about your ideas 激发对方思考你的建议,-健康、高效、创新、进取-,ask question 有效提问,examples of open questions 开放式问题举例 how is your business? 生意怎么样? why did you always delay your rental payment? 为什么你们总是晚付租金? how do you think we can solves this problem? 你认为我们该如何解决这个问题? how do you think of your monthly turnover of rmb120,000? 你怎么看你们每个月120000的营业额？,-健康、高效、创新、进取-,ask question 有效提问,detailed probing questions 探究式问题 be more specific, using: how many, how. long, who, where, when , etc 更加具体化，使用：多少、多久、谁、哪里、何时等词语 give a choice ,e .g: do you expand only in shanghai or in whole east china? 做出选择，比如说：你们是只在上海地区发展还是整个华东区？ looks like an open question but with a narrower focus 看似开放式问题，但缩小了所能收集信息的范围,-健康、高效、创新、进取-,ask question 有效提问,closed questions封闭式问题 restrict the information you can gather 限制您的收集信息范围 obtain the other persons commitment to a definite position 明确对方的立场 direct a conversation to a particular area 将谈话引导到某个特定的方面 reinforce a positive statement 加强肯定的陈述 clarify questions 澄清问题,-健康、高效、创新、进取-,ask question 有效提问,6 types of negotiation questions6 种谈判问法 to generate proposals and positions 产生新的提议或立场 to know the tenants argument 了解对方的争执点 to understand the priorities of supplier 了解对方的优先顺序 to minimize or refuse the proposal of supplier 减低或拒绝对方的要求 to remind on the consequences of a bad proposal 告知不当方案的后果 questions on general topics 一般性问题,-健康、高效、创新、进取-,ask question 有效提问,generate proposals & positions 产生新的提议或立场 what is your proposal ？ 你的提议是什么？ what is your opinion on this rental? 你对租金的看法如何？ according to which criteria do you decide to 你决定的依据是什么？,-健康、高效、创新、进取-,ask question 有效提问,know the tenants argument 了解对方的争执点 why a rental decrease? 为什么你们要求降低租金？ where are the reasons? why you dont like this location? 原因是什么？为什么你们觉得这个位置不合适？ why do you want to terminate the contract earlier? 为什么你们要提前解约？,-健康、高效、创新、进取-,ask question 有效提问,understand the tenants priority 了解对方的优先顺序 among these 4 reasons, which one is the most important to you? 这四个理由，哪个最重要？ could you please classify your requests by order of the priority? 可不可以请你把你的要求排一下优先顺序？ is it detailed enough for you? 这样够仔细吗？,-健康、高效、创新、进取-,ask question 有效提问,minimize or refuse the tenants reasons 减低或拒绝对方的要求 in your opinion, why did your sales drop by 40%? 你觉得营业额下降40%的原因是什么？ what are your sources of information? 你信息的来源是什么？ did you check this information? 你查过这个信息的真实性吗？ on the contrary, our hypermarket sales increased by 30% in the first 4 months of this year! 恰恰相反,我们卖场的营业额今年前四个月增长了30%!,-健康、高效、创新、进取-,ask question 有效提问,show the consequence of a bad proposal 告知不当方案的后果 did you evaluate the consequences of this ? 你评估过后果吗？ did you estimate the loss of turn over? 你有没有算过营业额的损失？ have you considered the loss of image? 你有没有考虑过在形象上的损失？,-健康、高效、创新、进取-,ask question 有效提问,general topics 一般性问题 what is the weight of carrefour in your sales turnover ? 春天百货在你们公司的营业额占比是多少？what is your commercial policy? 你们公司的商业政策是什么？who is your new expansion manager? 谁是你们公司新上任的拓展经理？,-健康、高效、创新、进取-,answers 应答艺术,how to answer ? 如何应答？ when the question needs to be thought about 对某些应答问题需要再思考时的策略 让对方再重复一下或解释一下 如有人打岔,不妨让他干扰一下 可以暗示你的助手,适当地将话题扯远一些 when the answers inconvenience 对某些应答问题不便回答时的策略 顾左右而言他 用数据或资料不全为借口 需请示领导或有关方面 “让我们再研究一下”,-健康、高效、创新、进取-,answers 应答艺术,examples of answers 应答艺术举例 i want to know your comment before the answer 在回答你的问题之前,我想听听贵公司的观点 i am sorry, we need discuss for your questions 很抱歉,对您提及的问题,我们需要再研究研究 could you repeat ,i dont understand your meaning? 我不太清楚您所说的含义是什么,是否请您再说一次? our rental are high, but 我们的租金是高了一点,但是.,-健康、高效、创新、进取-,persuade 说服艺术,how to persuade ? 如何说服？ lets have same comments 取得共同语言 find the needs of the other one 针对对方的心理,发现对方的需要 set up the opinion according the needs of the other one 根据对方的需求,建立心得信念,-健康、高效、创新、进取-,1.preparation 准备,tools of negotiation process 谈判时所需的工具,-健康、高效、创新、进取-,1.preparation 准备,what are the benefits of preparation? 准备工作的益处?,-健康、高效、创新、进取-,1.preparation 准备,what are the benefits of preparation？ 准备工作的益处所在 information enables negotiators anticipate objectives/questions/answers/objections from the tenant 有关信息使谈判能够预测目标/问题/答案/租户的异议 actually saves time, reduces stress, results in a more effective negotiation 切实节省时间、减低压力，使谈判更有效 avoids being caught off guard 防止对手攻己不备,-健康、高效、创新、进取-,1.preparation 准备,what are the benefits of preparation？ 准备工作的益处所在 improves management of the supplier 在谈判过程中更具说服力 to be more convincing during a negotiation 展示出一种职业化形象 communicates the impression of professionalism 对更高水准技能的要求 谈判桌前的高手都是来自于-谈判前的精心准备工作! 以努力实现目标为主，以少说而精为辅。,-健康、高效、创新、进取-,the negotiation process谈判过程,negotiation preparation 谈判前的准备 if you fail to prepare you prepare to fail 知己知彼，百战不殆,-健康、高效、创新、进取-,three steps of negotiation 谈判的三个步骤,negotiation preparation谈判前的准备 negotiation process谈判的过程 negotiation result follow up谈判结果的跟踪,-健康、高效、创新、进取-,actual negotiation 谈判过程,-健康、高效、创新、进取-,actual negotiation谈判过程 1.introduction介绍,be on time with all necessary documents and materials 准时出席，携带必要的文件和材料 manage your schedule effectively 有效的管理自己的计划表 be polite and professional and image 彬彬有礼、职业化及形象your credibility 你的威信,present name card if this is the first negotiation 若是首次谈判，请呈递名片 ensure that the contact is the decision-maker 确保对方是决策者 if not, give enough time for respect 如果对方不是决策者，仍应加以会谈，以示尊敬,-健康、高效、创新、进取-,actual negotiation谈判过程 1.introduction介绍,state the purpose of the negotiation 陈述谈判目的 take control of the negotiation right from the beginning 始终主导谈判 communicate carrefours desire for mutual benefit 阐明春天百货的“互利”愿望 know your objectives 清楚自己的目标 know your ideal and acceptable target levels 清楚自己的理想目标水准和可接受目标水准,-健康、高效、创新、进取-,actual negotiation 谈判过程,2. discovery 发现 clear up any previous problems or outstanding issues first 清除任何遗留问题或突出事宜 .make the counterpart present their position first 使对方首先呈明其立场 .understand the reasons 理解他们确立立场的原因及理由,-健康、高效、创新、进取-,actual negotiation 谈判过程,3. negotiate 谈判 be aware of common negotiation tactics and blocks 了解常见的谈判策略及障碍 use communication skills throughout the negotiation to gather information and clarify understanding 在谈判过程中，运用沟通技巧收集信息并澄清自己的理解 ensure that you are “armed” with good, complete information 确保自己掌握良好且完善的信息 dont be caught off-guard! 谨防对手攻己不备,-健康、高效、创新、进取-,actual negotiation 谈判过程,3. negotiate 谈判 dont be distracted 切勿精神不集中 stress the advantages the tenant will receive and minimize those that you will obtain 强调租户将会得到的益处，最大限度地淡化自身所将获得的益处,-健康、高效、创新、进取-,actual negotiation 谈判过程,3. negotiate 谈判 5 negotiation strategy 5种谈判策略 pricing strategy报价策略 conceding strategy让步策略 refuse strategy拒绝策略 ultimatum strategy“最后通牒”策略 sign strategy签约策略,-健康、高效、创新、进取-,negotiation ability test 谈判能力测验,以下是不同情况下的谈判能力测验，每个案例均给出了几种常见的选项，根据这些选项，下面又给出了相应的评估。你可以根据这些谈判案例来学习好的谈判方法，并了解不当的谈判方法的失误之处。,-健康、高效、创新、进取-,negotiation ability test 谈判能力测验,1. 挑战或顺从你的