翻译在谈判中需要注意的问题(全).doc

谈判秘诀(1) 充分准备 Be Prepared充分准备是谈判成功最为重要的因素。谈判中，信息就是力量。掌握的相关信息越多，处境就越有利。谈判准备工作越充分越好，在进入任何谈判之前都要给自己留有足够的时间做好准备。Preparation is the single most important element in successful negotiations. In negotiations, information is power. The more relevant information you have, the better your position is. Preparation for your negotiations can not be overdone. Allow yourself adequate time to prepare prior entering any negotiation.(2) 了解对手的要求 Understand the Needs of Your Adversary此语境中的“对手”是指谈判的另一方。自己和对方的关系通常不可以被描述为对抗性的，但是为了这里的讨论的目的，谈判将被看作是一种对抗关系。站在对方的位置想一想，对方想从谈判中得到什么？把你能够想出来的对方谈判目标尽量多地写下来，按照你认为对手可能使用的排序方法，把所列的项目区分优先顺序，以此确定自己愿意协商的项目和不可协商的项目。Your “adversary” in this context is the other party in the negotiation. Your relationship with this party may not normally be described as adversarial, but for the purposes of this discussion we will view the negotiation as an adversarial relationship. Put yourself in your adversarys shoes. What would they like to gain from the negotiation? Write down as many possible goals as you can think of. Prioritize your list in the order that you believe your adversary would. Identify the items you are willing to negotiate and those items which are non-negotiable.(3) 明白己方的需求 Know What your needs are.你需要从谈判中得到什么，更多的钱？更多的灵活性？刚好的机遇？进入更广阔的市场？把自己想从谈判中得到的结果逐项列单，在谈判之前把自己所列的项目进行精选和区分优先顺序。这张清单和上面已列好的那张清单可使自己知道自己真正的“底线”。What do you need out of the negotiations? More money? More flexibility? Better opportunities? Access to broader markets? Make a list of those things you would like to receive as a result of the negotiations. Refine and prioritize your lost before starting the negotiation. This list and the one created above will allow you to know what your true “bottom line” is.(4) 谈判着眼长远关系 Negotiations Involve on Going Relationships.除了大宗的买卖，大多数谈判涉及到有长远关系的谈判各方。不论这种关系是家庭关系，朋友关系还是生意合伙人关系，在谈判情景之外，还必须继续和“对手”打交道，请时刻注意：谈判对这些关系生产的潜在影响。With the exception of large purchases, most negotiations involve parties involved in a long term relationship. Whether the relationship is family, friends or business associates, it will be necessary to continue to deal with your “adversary” outside the context of the negotiation. Always be sensitive to the potential impact of your negotiations on these relationships.(5) 谈判不能千篇一律 Every Negotiation is Different和自己喜欢的对方谈判不同于买汽车，买汽车又不同于和一位新的老板谈判。关键的区别在于自己希望谈判结束后和对方保持什么样的关系。和自己喜欢的对方进行谈判，为了和睦相处，自己愿意多让步。而买汽车时，关系融洽并不比支付合理的价格重要。在列出清单和区分优先顺序时要牢记这些无形的规则。Negotiating with a loved one is different than buying an automobile. Buying an automobile is different from negotiating with a new employer. The key difference is the relationship you wish to have with your adversary once the negotiations are complete. When negotiating with a loved one, you may be willing to make more concessions in the interest of harmony. When buying an automobile, harmony may be less important than paying a fair price. Keep these intangibles in mind when creating and prioritizing your lists.(6) 讲究诚实 Never Lie很少有谈判仅仅涉及到单一的合同事件，除了大宗购货的可能例外，多数介入某次谈判的各方在谈判结束后都会继续保持联系。如果对方发现你不讲究诚实，而且认为你肯定还会不讲究诚实，那么你未来的可信度就不复存在。在需要撒谎又可能被人觉察的环节上，预先做好处理是可以办到的。仔细检查自己的弱点所在，着手加强薄弱环节。在仍需要防御的薄弱之处，必须做好薄弱环节暴露时的应对准备。Very few negotiations are a single contract event. With the possible exception of making large purchases, most parties involved in a negotiation have continued contact after the negotiations are completed. When you are caught in a lie, and it is inevitable that you will be, your future credibility will be lost. It is possible to prepare to handle those areas where the need to lie may be felt. Examine the areas where your case is weak. Work to strengthen your case. In those areas that remain vulnerable, prepare how you wish to handle them should they arise.(7) 讲究公平 Be Fair谈判并非“我赢你输”的计划。韦伯斯特辞典将谈判定义为“通过双方努力协商达成”谈判高手们在每一次谈判中都能创造“双赢”的局面。Negotiation is not an “I win, you lose” proposition. Websters dictionary defines negotiation as “to bring abunt by mutual agreement.” The best negotiators create “win-win” situations in every negotiation.(8) 不需要摊牌 Dont Tip Your Hand在大部分谈判中，让人捉摸不定是你的重要优势。假如对手了解到你最想得到什么，你在谈判中的地位就没什么强势了，所以要守口如瓶。Uncertainty is your key advantage in most negotiations. If your adversary knows what you desire most, your negotiating position is not as strong. Play it close to the vest.(9) 随机应变 Be Flexible要知道谈判常常需要妥协。对于在谈判中提出的问题，要寻找创造性的解决方案，采取折中的办法去赢取最想得到的那些组合条件。Understand that negotiation frequently involves compromise. Look for creative solutions to the problems presented in the negotiation. Make tradeoffs（折中）in order to gain those elements you most desire.(10) 赢不是唯一目的 Winning Isnt Everything 人们很容易受到谈判竞争精神的困扰。请记住，谈判的重点是对今后的发展方向达成共识。尽管有可能强迫你的对手同意你提出的条件，这并不能达成有利于真正成功的“共识”。It is easy to get caught up in the competitive spirit of a negotiation. Remember that the point of negotiation is to reach a common agreement on how to move forward. While it may be possible to bludgeon（强迫）your adversary into agreeing to your terms, this does not create the “mutual agreement” that makes for a truly successful negotiation.(11) 见好就收 Quit While You Are Ahead 需要弄清自己能够在多大程度上操纵谈判的人实在太多了，他们只想到，再多获得一次让步，这种态度可以使交易失败。最佳谈判都有时间短，要点明确的特色，在你的重大问题上达成一致就要暂停，在随后的各次商谈中再提出附加项目。Too many people have to see just how far they can push a negotiation. They have to try to get just one more concession. This attitude can be a deal breaker. The best negotiations are brief and to the point. Get agreement on your major points and stop. Additional items can be addressed in subsequent negotiations.(12) 学会诧异 Learn to Be Surprised这个策略的目的就是使对方为自己开出的报价感到不安。比如说，当供货商为一项服务报价时，你感到诧异就意味着你表现出惊讶的反应。“你要多少？”你务必显出震惊的样子，此次表明供货商怎么会如此大胆索要如此高额价款。除非供货商是一个谈判高手，否则他做出的反应不外乎以下两种：即要么感觉很难为情且尽力说明要价的合理性，要么就立刻做出让步。The objective of this tactic is to make the other person feel uncomfortable about the price offer he or she just presented he or she just offered. For example, a supplier quotes a price for a specific service. Being surprised means you respond by exclaiming, “You want how much?” You must appear shocked and surprised that the supplier could be bold enough to request such a high figure. Unless the supplier is a well-seasoned negotiator, he will respond in one of the two ways: He will become very comfortable and try to rationalize his price, or he will offer an immediate concession.(13) 多询问客户 Ask Your Customers More Questions像了解自己一样，要尽可能多地了解对方的情况，这对于销售人员来说尤其重要。多询问客户的购物行为，了解他们都有哪些重要的需求和想法，养成问下面这类问题的习惯：“是什么原因使你买这种产品的？”“你的工作有什么时间限制？”“这种产品对你来说最重要的是什么？”You need to learn as much about the other persons situation as you know about your own. This is particularly important for salespeople. Ask your customers more questions about their purchasing behavior. Learn what is important to them, their needs and wants. Develop the habit of asking questions such as, “What made you consider a purchase of this nature?” “What time frames are you working with?” “What is most important to you about this?”(14) 保留退出谈判的权利 MaintainWalk AwayPower与其做出太大的让步或者给过多的折扣，倒不如退出谈判。在与顾客打交道时这种特别的策略对他们影响最大。在销售淡季，销售工作的确很难做，但要记住一点，那就是总有人要买东西。It is better to walk away from a sale than to make too large a concession or give too deep a discount. This particular strategy gives salespeople the most leverage when dealing with customers. It might be challenging to do when you are in the midst of a slow sales period, but remember there will always be someone to sell to.(15) 不失时机练谈判 Negotiate at Every Opportunity绝大多数人谈判时犹豫不决，因为他们缺乏信心。可通过频繁的谈判来培养自己的自信心，如要求供货商打折扣。当你从零售店买东西时，养成要求降价的习惯。Most people hesitate to negotiate because they lack the confidence. Develop this confidence by negotiating more frequently. Ask for discounts from your suppliers. As a consumer, develop the habit of asking for a price break when you buy from a retail store.练习时要放松，而且要持之以恒，但不要太苛求自己。不失时机地为谈判调整自己的心态，有助于你变得沉稳和自信，遇到商务谈判你就会成功。Be pleasant and persistent, but not demanding. Conditioning yourself to negotiate at every opportunity will help you become more comfortable, confident and successful when the time comes to negotiate for your business.(16) 评价你自己的谈判表现 Evaluate Your Own Negotiating Performance要习惯于在每次达成交易后，评价自己在谈判中的表现，弄清哪些方面进展顺利，哪些方面有待改进。Make it a habit to critique your performance after every business deal, identifying areas that went well and those that could stand improvement.(17) 事先演练谈判 Role-play Negotiation 每次谈判前要先演练，尤其要进行角色换位演练，力图明确对方会怎样应对谈判。Role-play before every negotiation. Especially include reverse role-play, where you try to determine how the other side will approach the negotiation.(18) 理解双赢意义 Understanding the Meaning of “Win-win”真正理解双赢的意义。双赢并非双方获得的利益恰好相等。一方可能比另一方获得的利益多些，但只要双方通过谈判都能获取更多的利益，你就是最终达成了双赢的交易。We should understand the real meaning of “win-win”. “Win-win” does not mean equal win. One party may gain more than the other, but as long as you both gain more by negotiating, you come away with a win-win deal.(19) 把握情景动态 Understand the Situational Dynamics要使谈判取得成功，必须把握当时的情景动态，弄清自己和对手在谈判中的作用，了解各自作用的“强势定位”。如父母与孩子关系的谈判动态与老板和雇员关系的谈判动态就有极大的区别。务必使你的愿望适合当时的情景，切实可行。In order to negotiate successfully, you must understand the dynamics of the situation. Identify your role and the role of your adversity. Know the “power positions” of each role. The dynamics of negotiating in a parent/child relationship are significantly different from the dynamics of an employer/employee negotiation. Be certain your desires are appropriate and achievable in terms of the situation.(20) 要知道人的欲望常常高于期望 Recognize That People Often Ask for More than They Expect to Get这就是你要抵制自己主动降价或打折的诱惑。This means you need to resist the temptation to reduce your price or offer a discount automatically.(21) 避免细节过失 Minimizing the Minor Gaffes成功商业交易的一个关键因素就是尽量减少细节过失，虽然这些细节过失并不一定会使谈判半途而废，但却会导致不理想的谈判结果。这些过失包括，急于求成，没有确定退出谈判的立足点，想当然地认为对方在这次交易中和你的看法一致，注重短期利益，使用让步策略不当，不懂得何时终止谈判等。One key to successful business deals is to minimize the minor gaffes that dont necessarily prevent an agreement but lead to less than ideal outcomes. These include: going too fast, failure to establish your walk-away position, assuming the other side looks at the ideal the same way you do, taking a short-term view, improper use of concessions, not knowing when to stop.(22) 精心评估 Careful Assessment谈判中往往会碰到一些只顾按照自己的规则行事的谈判者，我们称他们为“刻薄的谈判对手”。他们常常具有僵化的思维模式，不愿妥协。更甚之，他们总是寻求“非赢即输”的谈判结果，因此与这类人谈判时，需要精心评估事态发展状况。对有关交易需要有更加沉稳的和更加深思熟虑的态度。From time to time you will run across negotiations who like to play by their own rules. These people, we refer to as “hardball negotiators”, tend to have rigid thinking patterns, are unwilling to compromise. Worse, they tend to pursue win-or-lose customers. Negotiating with these people requires a careful assessment of the situation and a slower, more deliberate approach to the deal.(23) 回避刻薄的谈判对手 Step Aside from Hardballers在与“刻薄的对手”进行谈判时，应尽量避免正面交锋，因为那样你必定处于劣势。相反，要尽量通过承认他们关心的事项及重视建立沟通和信任关系来缓和他们正在寻找的冲突。Never go head-to-head with a hardball negotiator because you will always lose. Instead, strive to defuse the conflict theyre looking for by acknowledging their concerns and focusing on building communication and trust.(24) 发现谈判对手的兴趣点 Find Out the Interest of the Other Side要给刻薄的谈判对手提供足够的表现时间，让其大谈他们看重的事项，谈他们寻求的目标，谈公司必须掌握的任何热点项目。让他们不停地谈他们的兴趣，向他们多问一些可以自由回答的问题。Give the hardballer plenty of airtime to talk about what they value, what are looking for, and any “hot” items the company has to have. To keep them talking about their interests, ask plenty of open-ended questions.(25) 为谈判对手留足面子 Make the Hardballer Look Good要找一个办法使刻薄的谈判对手在其老板面前有足够的面子，以使他们能在公司内部替你打圆场。为了达成交易，他们必须对谈判结果感到非常满意，如果与你的竞争对手谈判，他们对谈判结果肯定不会感到如此满意。Find a way to make the hardballer look good to their boss so they will champion your position within their company. In order to close a deal, they have to feel like they got a better outcome than they would have received from your competitors.(26) 知道何时退出谈判 Know When to Walk Away如果所有谈判步骤都不奏效，你必须退出谈判。然而在当今的环境下，你放弃的生意比你接手的生意而言会更有力的影响你的底线。知道退出谈判的最佳时机可以使你留有充分的余地，这才是谈判高手的风度。If all your steps dont work, you may have to walk away from the deal. However, in todays environment the business that you dont take will affect your bottom line more than any business that you do take. Knowing when to walk away so that you can maintain margins is the sign of a good negotiator. (27) 享受谈判过程 Enjoy the Negotiation Process谈判是持续的过程而不是孤立的事件，谈判步骤是可以预测的，谈判准备，营造气氛，确定兴趣，选择结果，任何谈判都得经过这些步骤。多加实践，你就会娴熟地展开谈判过程中每个步骤。随着你的谈判技能不断提高，你会发现谈判时是一种乐趣。Negotiation is a process, not an event. There are predictable steps, preparation, creating the climate, identifying interests and selecting outcomes that you will go through in any negotiation. With practice, you will gain skill at facilitating each step of the process. As your skill increases, youll discover that negotiating can be fun.(28) 进行让步价值研究 Do Research into Concession Value按照项目的不同价值，列出“价值项目”单，以备对方要求让步时选用，还应把想要对方给予回报的项目列个单子。应清楚自己的底线，如果让步对你的生意没有意义就千万不能让步。Make a list of “items of value” and use them when the other side asks for concessions. Also make a list of things you want in return. Know your bottom line. Never give something away if doesnt make sense for your business.(29) 利用时间增加不确定性 Use Time to Add Uncertainty谈判高手有诀窍在恰当的时刻做出恰当的让步。对让步请求千万不要给予即时反应，反之，应利用时间增加不确定性，从而使你最终做出的让步显得更有价值。Great dealmakers have a knack for making the right concession at just the right time. Never respond immediately to a request for a concession. Instead, use time to add uncertainty, thereby adding value to the concession when you make it.(30) 让步必须达到平衡 Balance Must Be Achieved我们注意到每次谈判都是一次交易活动，谈判双方都想从对方那里受益，让步往往对达成协议至关重要，但是成功的谈判者懂得如何达到平衡。你做出的每一个让步都应与对方做出的类似让步相当，不要做任何没有回报的让步，如果你的让步不要求任何回报，你就强化了对方要求你让步的行为。As we noted, every negotiation is a trade. You want to gain something , others want something from you. Concession often become critical to closing a deal. But successful negotiators understand that a balance must be achieved. Every concession you make must be matched by a similar concession from the other side. Never make a concession without asking for one in return. If you give without getting anything back, you reinforce the behaviour of asking for the concession.(31) 不能大幅度让步 Not Make Huge Concessions不应做出大幅度让步，尤其是首轮谈判中。谈判开始就做出大幅度让步会削弱你的可信度，而且发出的信息意味着你仍有很大的让步空间。Dont make huge concessions, especially on the first go-round, making a large initial concession undermines your credibility and sends the message that you still have plenty of room to come down.(32) 逐渐减少让步幅度 Decreasing the Amount of Concessions Gradually让步应采取“渐减增量”的原则，这样对你开始谈判时的立场可以建立可信度，并且发出的信息表明你已经剩下极小的让步空间。Make concessions in decreasing increments. This establishes more credibility for your opening position and signals that you have little room left in which to move.(33) 当心微小的让步 Beware of “insignificant” Concessions 谈判高手通过坚持不懈地要求微小让步会使你一败涂地，无论何时，哪怕答应一个很小的让步，也应等到弄清详细情况之后。Great negotiators can take you to the cleaners （让你输光）by constantly asking for small concessions. Always wait until you have the whole story before agreeing to a small concession.(34) 使用挡箭牌手段 Use Straw Man Approach挡箭牌手段指那些谈判策划期间你以为对你最不重要的问题。有时，你先声夺人的提出这些无关紧要的问题是可以受益的，因为你知道在随后的谈判中你可以根据对方的反应做出让步。这样做有利可图，因为你主动早期让步可以在对方心目中建立信任感。在谈判过程中早些建立信任感有助于你在谈判进入更为重要的事项时心想事成。The straw man approach refers to those issues you considered during planning that are least important to you. At times, you may benefit from strongly voicing these issues first, knowing that you would be able to concede on it later based on the other partys reaction. And thats good, because your willingness to concede early builds credibility among the other party. Establishing credibility earlier in the process strengthens your ability to get what you want when discussions move into your more important issues.(35) 千万别滥用让步 Never Try to Abuse a Concession要充分准备，每个让步都要有理有据。只有当你证实获得新信息，确能使你改变立场时才做出让步，千万别滥用让步。如果你试图利用让步找可乘之机，就失去了信任。Be prepared to justify every concession. Never make a concession unless you can demonstrate how the aquisition of new information has allowed you to change your position. Never try to abuse a concession. When you try to take advantage of a concession, you lose credibility. (36) 使谈判控制因素对自己有利 在谈判中能控制语气，速度和形式的一方占上风。使谈判控制因素对己有利的五个原则如下：1) 先说话的一方决定谈判语气。2) 多提问的一方决定谈判的内容和方向。3) 千万别和对方争论4) 人们都是按自己的想法而不是你的想法来行事。5) 谈判中最善于倾听的一方对谈判的结果有最大的影响力。The person who controls the tone, tempo and format of the negotiations has a decided advantage. Five principles for tipping the control factor in your favor are as follows.1) The person who speaks first sets the tone for the negotiation.2) The person who asks the most questions determines the content and direction of a negotiation.3) Never argue with the other side.4) People do things for their reasons, not yours.5) The party that listens the most will have the greatest effect on the outcome of the negotiations.(37) 达成的协议要对双方有利 Reaching an Agreement That Works for Both Sides 达成的协议要对双方有利就是确保让对方感到他们已经在这次交易中获得了他们想要的东西。为了更顺利地实现这个谈判结果，特建议如下：1) 确定共同的问题。2) 对条款要据理力争，对人要宽容。3) 讲明这笔交易给对方带来的益处。4) 让对方轻而易举的有利可图。Reaching an agreement that works for both sides comes down to making sure the other person feels like they got what they needed from the deal. To increase the possibility of reaching this outcome, I recommend the following:1) Identify common issues.2) Go hard on the terms and easy on the people.3) Translate the value of the deal to the other side.4) Make it easy for the other side to win.(38) 表示理解 Express Understanding阐述别人的重要陈述以确保你理解了要点，让对方知道你在积极地听取意见。但是，当心别说太多，也别教对方应该怎样讲话。Paraphrase the other persons important statements to ensure you understand the point and to let the other side know you are actively listening. Be careful, however, not to talk too much and put words in their mouth.(39) 对非难不要还击 Dont React to Attacks反击会导致互相攻击的恶性循环，会破坏你们的关系，对你的利益也没有什么帮助。要能够客观地为双方着想，以第三方的态度来评价冲突。Striking back leads to a vicious cycle（恶性循环）of attack and counter-attack. It damages your relationships and does not advance your interests. Evaluate the confli