商务英语谈判 negotiation Principles.slppt课件.ppt

LectureTwo PrinciplesofBusinessNegotiation 4CsinNegotiation Thecontextofthe4Csinwhichnegotiationtakesplace 谈判要明确的四点背景内容Commoninterests 谈判者追求的目标 Conflictinginterests 要谈的内容 Compromise 取舍点 Criteriaorobjectives 明确目标及实现的准则 Negotiationenvironment Thecompositionofinternationalnegotiationenvironment 会影响谈判的战略和策略1 Politicalsystem2 Economicalsystem3 Socialsystem4 Culturalsystem SomeBasicNegotiationPrinciples Principleofwillingness premiseofnegotiation EqualityPrinciple foundationofnegotiation PrincipleofMutualBenefits aimorgoalofnegotiation 4 PrincipleforCommoninterests keyofnegotiation 5 Principleforefficiency guaranteeofnegotiation Principleoflegality foundationofnegotiation EqualityPrinciple 1 Itmeansbothpartiesareequalinlawstatus Theyhaveequalrightsandobligation Theydobusinessoutoftheirownneedsandtheyareinformedofeachothertoenjoymutualbenefits 2 Whenonepartytakesmuchlessthanisgiven theotherpartywillfeelreluctanttocontinuenegotiating Henceeitherpartyshouldbewellpreparedforthenegotiationandreadytosatisfyeachother sneedsonanequalbasis PrincipleofCollaborativeNegotiation CN ThesixguidelinesforCNAcknowledgetheconcernsoftheothersideandfocusoninterestsratherthanpositions Encouragejointfactfinding 3 Offercontingentcommitmentstominimizeimpactsiftheydooccur andpromisetocompensateknowablebutunintendedimpacts 4 Acceptresponsibility admitmistakes andsharepower 5 Actinatrustworthyfashionatalltimes 6 Focusonbuildinglong termrelationshipsThecollabrativenegotiationfocusesoninterestsratherthanpositions placevalueonrelationship PrincipledNegotiation Itisparticularlyorientedtocollaborativenegotiations Fourkeywordsarefocused People problemsInterestsorpositionOptionsformutualgainsCriteria insistonusingobjectivecriteria continuedformoredetails SeparatethepeoplefromtheproblemPeopleproblemsareoftencausedbyinaccurateperceptions inappropriateemotionsandpoorcommunication Threetechniquesarerecommended EstablishanaccurateperceptionCultivateappropriateemotionStriveforbettercommunication 1 Establishanaccurateperception Conflict veryoften isnotcausedbywhathappens butbyhowpeopleperceivewhathappens Increasethecapabilityofeachpartytoseetheotherside spointofviewbyreversingroles Avoidblamingtheotherpartyforyourproblem 2 Cultivateappropriateemotion Youremotionaffectsthatoftheotherparty Recognizeandunderstandemotionsofbothparties Makeemotionsexplicitandlegitimate Allowtheotherpartytoletoffsteam Staycalmwiththeotherparty semotionaloutbursts 3 Striveforbettercommunication Beanactivelistenerandacknowledgewhatisbeingsaid Speaktobeunderstood Avoidbeingjudgmentalordebatingtheotherpartyasanopponent Avoidcriticismthatmayhurttheotherparty sfeelings Discusstheproblemsbeforeproposingasolution Beconcretebutflexible Behardontheproblembutsoftonthepeople 2 FocusoninterestsinsteadofpositionsMethods Identifytheself interestsDiscussinterestswiththeotherparty 1 Identifytheself interests Respectyourcounterpartsashumanbeingsandrecognizetheneedsandintereststhatunderlietheirpositions 2 Discussinterestswiththeotherparty Giveyourinterestsavividdescription Bespecific Demonstrateyourunderstandingoftheotherparty sinterestsandacknowledgethemaspartoftheoverallproblemthatyouaretryingtosolve 3 InventoptionsformutualgainsThebrainstormingofoptionspriortodecision makingisacriticalpieceforthesuccessofthecollaborativenegotiationprocess Theabilitytoinventoptionsisoneofthemostusefulassetsanegotiatorcanhave 1 Separatetheactofinventingoptionsfromtheactofjudgingthem2 Developasmanyoptionsaspossiblebeforechoosingone3 Searchformutualgains4 Findwaystohelpmaketheotherparty sdecisioneasy 1 Separatetheactofinventingoptionsfromtheactofjudgingthem Beforebrainstorm During After 2 Developasmanyoptionsaspossiblebeforechoosingone Lookattheproblemthroughtheeyesofdifferentexperts Changethescopeofaproposedagreement breakdowntheproblemintosmallerunits Agreementsmaybepartial involvefewerparties coverselectedsubjectmatters orremainineffectforalimitedperiodoftime 3 Searchformutualgains Sharedinterestsexistineverynegotiation theyareopportunities notgodsends 4 Findwaystohelpmaketheotherparty sdecisioneasy Yoursuccessinanegotiationdependsupontheotherparty smakingadecisionyouwant therefore youshoulddowhatyoucantomakethatdecisionaneasyone 4 Insistonusingobjectivecriteria suchasstandardsindependentofwillsofanyparty legitimateandpractical acceptabletoallparties Theyarestandardsorprincipleswhichthepartiesbelieveinandwhicharenotunderthecontrolofanysingleparty suchasmarketvalue scientificjudgment moralstandards tradition courseofdealing aflipofcoin ect Frameeachissueasajointsearchforobjectivecriteria oneexampleJointlydiscusswhichstandardsaremostappropriateandhowtheyshouldbeappliedNeveryieldtopressure onlytoprinciple 1 Frameeachissueasajointsearchforobjectivecriteria Look youwantahighpriceandIwantalowone Let sfigureoutwhatafairpricewouldbe Ifthesellerstartsbygivingaposition suchas thepriceis 80 000 askforthetheorybehindthatprice Treattheproblemasthoughthesellertooislookingforafairprice 合作原则谈判法 一对事不对人二着眼于利益而非立场三制定双赢方案四引入客观评判标准 合作式谈判 合作原则谈判法即著名的哈佛原则谈判法 它的主要代表人物是罗杰 费希尔和威廉 尤里 合作原则谈判法的核心和精神实质是通过强调各方的利益和价值 而非讨价还价本身 以及通过提出寻求各方各有所获的方案来取得谈判的成功 合作原则谈判法由以下四个部分组成 对待谈判对手 对事不对人 对待各方利益 着眼于利益而非立场 对待利益获取 制定双赢方案 对待评判标准 引入客观评判标准 一 对事不对人 谈判气氛是决定谈判各方关系的一个重要因素 合作原则谈判法对谈判存在的几类问题提出如下解决方法 发展移情法 1 从对方的立场看待问题 2 避免因自己的问题而责备对方 3 协助对方参与到解决问题中去 一 对事不对人 正确看待情绪 1 允许对方发火 2 恰当看待情绪的爆发 加强沟通 1 注意倾听并总结听到的情况 2 避免给对方打分并将对方当做辩论的对手 3 不严厉指责对方的错误 二 着眼于利益而非立场 找到各方的共同利益是取得双赢结果的一个关键点 为帮助各方做到着眼于利益而非立场 可以从以两个方面着手 明确利益 1 探寻妨碍我方的对方利益 2 从不同的角度审视对方的不同利益 3 透过对方的立场看到对方的人性需求 讨论利益 1 总结并接受对方的利益 2 在提出解决方案前表达自己的见解或提出问题 3 在解决问题时尽量不追究过去的矛盾而应朝前看 三 制定双赢方案 在谈判中 人们极易陷入对自己的立场讨价还价之中原因有两个 1 由于谈判的内容属于非输即赢类型的 2 人们往往把问题的解决方法限制在很窄的范围内 总的说来 阻止人们寻求建设性替代方案的原因有以下三个 1 认为分配方案保持一成不变 2 是只寻求一种答案 3 是在提出方案时只考虑满足自己利益和需要的解决办法 三 制定双赢方案 针对以上问题 原则谈判法可总结如下 诊断 1 放弃对方利益的满足一定是以我方的付出为代价的观念 2 鼓励各方共同解决问题 3 在对方未做好充分准备之前不预先锁定在一种方案上 提出创建性方案 1 将提出方案和评价方案分开 2 在确定最终解决方案之前先提出几个可供选择的方案 3 寻求各方的共同利益和互补利益 4 寻求使对方容易接受的方案 四 引入客观评判标准 在判断一个标准是否属于客观标准时应从以下几个方面考虑 客观标准应当独立于所有各方的主观意志之外 因而它可以不受任何一方的感情影响 客观标准应当具有合法性并且切合实际 客观标准应当具有科学性和权威性 下面的几个步骤是对第四部分的总结 寻求不同的客观标准 探讨不同客观标准的可行之处 寻求公正的处理程序 四 引入客观评判标准 某种方法是成功还是失败 根据罗杰 费希尔和威廉 尤里的观点可以从以下三个方面做出判断 一项可能达成的协议应当最大限度地满足各方的合法利益 解决他们之间的冲突 同时保护公众的利益不受损害 协议应当是高效的 协议应当改善 或至少不伤害各方的关系 PrincipleofInterestDistribution Whilethetraditionalcompetitiveapproachtonegotiationtriestomaximizeoneparty sgainovertheotherparty sloss thecollaborativeapproachfocusesonpartieswithdiversinterestsworkingtogethertoachievemutuallysatisfyingoutcomes InterestRealization Differentlevelsofinterests PersonalinterestsOrganizationalinterestsNationalinterests Innegotiationatthedomesticlevel therearetwotypesofinterestsinvolved personalandorganizational attheinternationallevel therearethree personalandorganizationalandnational Personal Organizational Personalinterestsareinlinewiththoseoftheorganization thenegotiatorwilltryhisbesttopushforthemostattractivedealfortheorganization Ifnot theorganizationthereforesuffersloss Personal National Whilepersonalinterestsseemeasiertobeinlinewithorganizationalinterests nationalonessoundsremoteandindirectlyconnectedwithpersonalones tryhisbesttodefendtheinterestsofcountry Organizational National Byrequestingassistancefromthegovernment organizationscanstillhavestronginfluenceongovernment sdecision making Organization ontheotherhand payingunderattentiontotheirowninterestsatthenegotiatingtablewillundermineorjeopardizenationalinterests Whenthereisaconflictbetweenthem theorganizationalinterestsmustbesubordinatetothenationalinterests 利益分配法则 任何在国内举行的谈判都至少涉及两个层次的利益 有时是三个层次的利益 即个人利益 集体利益和国家利益 这三层利益如何融合 协调和平衡对谈判结果常常起着决定性的作用 一 个人利益与集体利益按照美国心理学家马斯洛的观点 人类的需要可以划分为五个层次 利益分配法则 二 个人利益与集体和国家利益 二 个人利益与集体和国家利益个人利益由于和集体利益之间的内在和直接的关联比较容易取得一致 个人利益在多数情况下可以服从集体利益 但可能有时与国家利益不能形成一致 从个人利益的角度看 国家利益有时显得遥远 与个人利益之间关系比较间接 因此国家利益常常被视为是一个指导原则 PrincipleofTrustinNegotiation Threetypesoftrustinprofessionalrelationships Deterrence basedtrust 威慑型信任 Knowledge basedtrust 了解型信任 Identification basedtrust 识别型信任 Question Howtobuildtrustworthiness Deterrence basedtrust 威慑型信任 Peopletrustorexpectthattheywillbepunishediftheydoordonotdosomethingbasedonconsistencywithpastbehavior Knowledge basedtrust 了解型信任 Peopletrustorexpectthattheotherpersonwillactinacertainwaybasedonwhattheyhavelearnedaboutthatperson Predictabilityisbasedontheirunderstandingoftheotherperson sactions thoughtsandintents notjusthispastbehavior Identification basedtrust 识别型信任 Peopletrustorexpectthattheycanactonbehalfoftheotherpersonbecausetheysharetheinterests valuesandconcernsoftheotherpersonverywell Itinvolvessubstantialinternalizationoftheotherperson sdesires intentions values andsoon TrustBuilding Sixstrategiesforbuildingtrustworthiness SpeaktheirlanguageManageyourreputationMakeadependenceafactorMakeunilateralconcessionsNameyourconcessionsExplainyourdemands Speaktheirlanguage Ithelpsto Understandtechnicaltermsandlingo 行话 难懂的方言 Catchthenuance 法语 细微的感情 andculturalimplicationsbehindwhat sbeingsaid Learnhowtheothersideuseswordstoconveyideas Manageyourreputation Makeyourreputationatoolinnegotiationbyprovidingreferencesfrommutuallytrustedthirdpartiesthatspeakforyourcharacterandcompetenceorbyofferingotherformsofevidenceofpastsuccesssuchasmediaortraderreports Makeadependenceafactor Trustbetweenpartieswillincreasewhenbothsidesbelievethattheyneedeachothertoachievetheirindividualgoals Startthetrust buildingprocessbyhighlightingtheuniquebenefitsyoucanprovideandbyemphasizingthedamagethatmightresultfromanimpasse 僵局 Anegotiatorwhosensedhehasnootherrecoursemaycometotrustevenhis enemy Makeunilateralconcessions Acarefullycrafted 诡计 手腕 unilateral 单方面 concessioncanworkwonderfullyfortrust Atrueunilateralconcessionrequiresnocommitmentorconcessionfromtheotherside Nameyourconcessions Negotiatorsaremotivatedtodiscountanddevalueeachother sconcessionstorelievetheirobligationtoreciprocate 报答 Unnoticedorunacknowledgedconcessionsmayleadtoconfusion resentmentorunaccommodatingbehaviorbytheslightedparty Whenmakingasignificantconcession makeitcleartotheotherpartyhowmuchyouhavegivenawayandwhatthesacrificemeanstoyou Explainyourdemands Ithelpsavoidmisunderstandingofyourmotivesandintentionsfromtheotherparty Anofferthatisexplainedandjustifiedmaypreservetrustandenhanceitaswell 信任法则 一 如何决定信任与被信任二 信任的效应案例研究 新产品的市场调研 信任法则 一 如何决定信任与被信任判断一个人是否信任他人或者被他人信任的因素有三个 信息 影响和控制 个人如果向另一个人透露了他没有必要透露的信息就表明他信任这个人 一个人如果受另一个人的影响则说明他信任这个人 一个人对别人表示信任时会下放权力并允许他人以自己的名义行事和做出决定 二 信任的效应 增进相互信任的途径和方法 1 通过在对孩子的教育中 在职业培训中和谈判中建立信任奖励机制的方法来促进相互间的信任 2 通过彼此间在信任行为上的训练 逐渐地在人们的观念上建立起对信任的信心 这些行为训练包阅读案例研究 新产品的市场调研 并回答问题 1 你认为唐先生和田小姐开始谈话时是在相互信任的气氛中进行的吗 2 谈话在什么时候向着相互理解的方向转变 3 你认为唐先生不向田小姐透露他需要的设备数量的确切数字合适吗 4 你认为在谈话结束时双方是否建立了友好关系 这对于他们今后的贸易往来是否重要 括信息提供 接受影响 自我控制 做出让步等方面 3 在谈判中如果有不信任情绪存在 不要回避 而应当与对方开诚布公地讨论引发不信任的原因是什么 因为不信任往往是由于相互间不理解和误会造成的 加强沟通和了解是建立信任的基础 Principlestomakeyouasmarternegotiator Gettheother sidetocommitfirstActdumb notsmartThinkinrealmoneytermsbuttalkfunnymoneyConcentrateontheissuesAlwayscongratulatetheotherside Questionstothinkabout Whatdoyouthinkarethemostimportantguidelinesfornegotiation Supposeyouaredoingbusinessinaforeigncountry whatwillyouwishtoknowbeforeenteringuponanegotiation Ifyouhaveconflictinginterestswiththeothernegotiationparty whatwillyoudotoachievemutualgains Question1Becooperative notaggressive Concentrateonissues haveyouremotionincheckandnevergoforpersonalattack Don tjumptodecision Knowyourpartners Makesureyouknowyourinterestandtheotherparty sinterestaswell Don tbargainoverpositions Alwaysremembertoputyourselfintheirshoes Becreativeinproblemsolving Thereisalwaysanotheralternative Question2Havesomeknowledgeofthecultural social economicandpoliticalcharacteristicsofthecountryyouaredoingbusinesswith WhileinRome doastheRomansdo Forexample AmericanpeoplearedirectandstraightindoingbusinesswhiletheAsianstendtotaketheirtimeandpreferextendedwarm upbeforeenteringintonegotiation Question3Besidesconflictinginterests bothsideshavecommoninterest Identifythoseinterestsandfindwaystoreconcilethem Acknowledgetheirinterestsaspartoftheproblem Cooperationandcompromiseareneededtosettleconflicts Inventoptionsformutualgain Someusefulexpressionstoremember Ifyoustandfirm there snopointinfurtherdiscussions Wemightaswellcallthewholedealoff 要是你坚持的话 我们就没有必要再谈下去了 我们还不如取消这笔生意算了2 Wehavereceivedoffersmuchlowerthanyours Sobusinessdependsverymuchonyourprice 我们已收到了比你方报价低得多的报价 因此 这笔生意能否成交主要取决于你们的价格 Someusefulexpressionstoremember 3 Isuggestwemeeteachotherhalfwaysothatthebusinesscanbeconcluded 我建议我们大家折中一下 这样就能做成生意了 4 Idon tthinkIcanacceptitrightnow asitisbeyondmynegotiatinglimit 我想我现在没法接受这一点 因为这超出了我的谈判限度 5 Thesizeofourorderdependsonyourprice Ifyourpriceisattractive we regoingtoplaceSlush and burnSlush and burnalargeorderwithyou 我们定购的数量取决于你们的价格 要是你们的价格有吸引力的话 我们就下大订单 Questionsfordiscussion 1 Therearediverseprinciplesinbusinessnegotiation andwhatdoyouthinkarethemostimportantguidelinesforcollaborativenegotiation 2 Supposeyouaredoingbusinessinaforeigncountry whatwillyouwishtoknowbeforeenteringuponanegotiation 3 Howtobecomeapowernegotiator CaseStudy Directions Studythefollowingcasesandworkoutthesolutionwithyourpartner Case1Supposeyouareacosmeticmanufacturerandyouaregoingtosellyourproductstoaforeignmarket sayAfricancountries whatfactorswillyouconsiderbeforeenteringintoarealnegotiation Sug