《国际商务谈判》课件.ppt

BusinessEnglishforNegotiation,商务英语谈判,PrefaceChapterOne:PreparationforN.ChapterTwo:StructureandSequenceofN.ChapterThree:NegotiationTactics/Strategy,Preface:IntroductoryKnowledge,I.buyer/sellerbargainingonthepricemobility,differentprice,mutuallysatisfyingagreement,ownpurpose,concessiona.Teration:mutualinterestii.conflict:interestopposedarguedb.Twodirectioni.holdonorloseallii.giveinlowerreward,c.adjustthemselvesbyexchangingideasoncommoninterest;neitherwhollysatisfied;egralpartofbusinessactivity.N.donotisolateinthecourseofsellingtheyhavemoreauthoritythanI.”Ifdemandnotpossible,toocommerciallydemanding,ornotreasonableforanyreason,wemustkillitthereandthen,oritllbotheryou.Notnegotiateifthereareunrealisticdemandsatanystage.Reason:Itpreventsyouhavingtoconcedeunnecessarily.Itavoidsraisingfalsehopes-makeitdifficultforustosatisfylater.Itstamps(破坏)yourpersonalauthorityandprofessionalism.Thenyoushouldsayclearly,honestly,“No,Imafraidnot.”,CasestudyIhaveaproblemwithasupplierwhoisthesolesupplierofourorganization.Thesuppliermanufacturesvariousitemsforuswhichareusedinourproducts.Nowthesupplierisinsistingapriceincreaseofabout50%withoutanyjustification.Weareagovernment-ownedorganizationinvolvedinmanufacturingseveralproductsforourclientswhichareotherindustrialconcerns.Howshouldweapproachthissituationgivenourorganizationslimitedannualbudget?1st,examineyourBATNA,yourbestalternativetoanegotiatedagreement,whichcantellsyouwhatchoiceyoucanmaketoimproveasituation.(Ifothersupplierscanofferthesameitemsforyourproductespeciallyabroad.Orifyourproductcanberedesignedtoavoidusingthatmaterial.IfbotharenotOK,youcantellthesupplierthattheincreasewillharmlong-termrelationship.Donthesitatetoexpressyourdisappointment,evenanger.Ifyousimpleaccepttheincreasewithoutobjecting,youareinvitingmorethesameinthefuture.),2)Offerlaws;customs;regulationsinvolved.Ifforeigncurrency(Euro,$,)used;noteexchangerate.1$=8.671$=8.7TradewithIraq,maybenopayback.,I.FormingtheN.ingTeam,N.teamwork.N.requiresfoundinanyprofessionalsports;structureproper,functioneffective,timelyimportantforN.IfwantNteameffectiveearlydate.Differentpeople(knowledgeable)canforeseeareascoveredbyN.dealwithdifferentproblems.Longtimetogetalong.,SelectionandSize,Includemembersinfollowingareas:mercial:price,delivery,risk,b.technical:specification(规格),program(程序),methodofworkc.financial:payment,insurance,financialguarantee(eg.goingabroad)d.legal:contractdocuments,terms,conditionofcontract,insurance,erpreter:familiarwiththeforeignlanguageandrelatedknowledgeandgoodatcooperatingwithotherpersonnel.IfimportantN.s,N.ingteamincludeexpertadviceorinformation.Iflessimportant,N.orlearnedanotherknowledgewhoresponsible2areas.Teamof52;cantbe1.Teamnottoolarge,notbeyond5orhardtocontrol,opinion(different),cooperate.,2.TeamLeader,preferablesalesmanager/leaderofbuyer;nototherdontknowallproblemsKnowallfieldF.C.T.L.tocontributeforN.Dutyselectmembers,plan,leadN.doconcession,etc.bargain;record$,agreementGeneralfunctionencourageT,makeorganized,max.ability,3.MentalCondition,InN,TMsshouldknowtheyareopponent,purposegainprofit.,II.CreatingtheinformationbaseWhenmemberssettled,mostbasicstepNconductedundersystemoflaw(economic,cultural,politicalenvironment)InternationalBusinessNinvolves2moresocialbackground,conflictwitheachother.(Sino-American)Important:performanceoftheagreement,notNitself.,Factorsrelatedtoforeigncountry,theyaffectcostandsometerms.1.N.orsknowthefollowingissuesa.thepoliticalsystem:howcountrycontrolcompany,interestofcountryintheagreementb.religion:mostpop.religionanditsinfluence(Islamandpork)c.legalsystem:lawsystem,relatedlaw,influence,d.businesssystem:businesscondition,importancegivetocontract,stepsofN.(eg.firsttechnicalthencommercial.)othersideofN.(eg.adepartmentorcompany),e.socialsystem:socialbehaviorconcerningbusiness(canN.inmorning)f.financialsystem:thecountrysforeignexchangereserves;goodsexporttoforeigncountry;currencythatcanexchange;thetypeofcreditcard;taxlawsg.basicequipment:availablelaborforce/distributors;lawsonimportationoflabor,materialsandequipment;transportcondition;weatherh.opponent:intheaspectsofabilities,weakness,strongpoints,hobbies,personalities,etc.Somemaybeuseful:capital,businessscope,annualsales,credit.,2.SelectIssues(infor.frommedia)RelevanttoSpecialN.,Purpose:comprehendsomepointsabovetoknowtheirimportanceChineselocalcompany(inthatcountry),businessmantradedwithotherside.,b.collectinginformationInthisstep,weshouldknow,everyonecanstereotypesth.notobjective.N.orscollectseparatefactors,fitthemtogethermoreobjective.c.ExpertsIfN.important,shouldhavethemfortheyknowN.better.Professionaladvice,lookN.inneutralway.3.N.orsGetDetailedKnowledgeDetailgetbypeoplebroad.Beforevisit,enoughinformation(firsthand),Gotocompany,talkwithworkers,havegoal,recordexperience.,III.CreditabilityStudy,C.S.ofothersideisdonebeforeN.whichenablesN.orshaveacompleteideaofotherside.Include:moneyproblem,businessscope,theannualsales,credit(otherside),guaranteebank,etc.Reportofcreditmadebyformalbank.,DeutscheBank14thDecember,1997,TowhomitmayconcernWetakegreatpleasureinconfirmingherewiththat*(companyname)*(address),*isawell-reputedcompanyinthetechnicalfieldwithstockcapitalof$.Thecompanyismainlyengagedinthedesigningandthemanufacturingofalltypesofsurfaceminingsystemsfortheextraction(萃取)ofligniteandotherrawmaterials.TheabovementionedgoodsaredesignedandmanufacturedinfactoriesinGermanyaswellasoverseas.Accordingto*(companyname)information,theirsales,havereachedworldwide$500millionin1996.Atpresentapproximately2,000peopleareemployedworldwide.Wearemaintainingveryagreeablebusinessrelationswiththecompany.Tothisdayourrelationshiphasalwaysbeenaverygoodone.Thisinformationisgivenundertheusualreserve.,Yoursfaithfully,DeutscheBank(signature),IV.FeasibilityStudy,TwostoriesaboutinformationThisismadeboreN.Itprovidestechnical,economic,commercialbasesfordecision-making.ShoulddefinetheNteamdevelopstheN.tingplan.Theplanshoulddefinetheinitialstrategy,statethemeasuresortacticsthatmaypossiblybeadopted,decideonthelocationfortheN.s,andensurethatappropriateadministrativearrangementsaremade.,HowtomakeN.plan?1)definestrategy(beginning)2)setupthesupportingarguments3)decideonlocationofN.4)ensurecorrectmanagerialarrangementshavebeenmade.,1.DefinitionofInitialStrategyTwotypesdiscussedbelow.1)sellerhassubmittedanofferofpriceSellerhaveknowledgeofbuyersview.Ifsellerknowsclearlyhisinitialoffercantbewhollyacceptedbybuyer,3possibilities:a.buyerreplywithproposals/sellerhastakenobjectiontoatermofbuyerscallforbids,buyerinsistonthatterm.Eitherevent,N.ingareadefined.b.(thetwosides)Throughinformalcontact,sellerbeclearaboutcontentbuyeraredissatisfiedandwhy.Itemsnotexacttermsbuyerisgoingtodemand.,c.selleronlyknowshisownofferinsomerespectsunacceptabletothebuyer.Inregardtocasea.,sellersstrategydefendpositionhetakeinhisoffer¬makeconcessions.b.c.whiledefendingownposition,sellerexplorebuyersviews&seektoidentifygapbetween2sides,towhatextendbuyerfeelsdissatisfied.Inall3cases,sellermusttrytoreassesstheestimateofbuyersinitialconcession.If2.5%/onemonth(N.ingperiod).,2)Thebuyerhasreceivedanoffer.Ifso,hisinitialstrategydependsonwhetherornothehasmadeanyreply.Thisdefinesthetermshewouldbewillingtoaccept.Ifbuyerrepliedstatinghisownterms,hisinitialstrategyistoexplorethesellerspositionwithoutmakingconcessions.Ifbuyernotrepliedwithastatementofhisownterms,initialstrategyistopersuadesellertorevealthestrengthofthesellerscommitmenttothetermofsellersofferwithoutmakingthemin.exposureofhisownposition.,2.SupportingArgumentsArgumentsN.orsusetosupportstrategiesonanyproblemwillbespecifictotheNinquestion.Letstakethedeliveryperiodforexample.Thesellerneedlongertimetotransportthegoodsthanthebuyersneed,thesellersargumentwillbedependonhowurgentthebuyerwantsthegoods/how(long/short)timethebuyerwantsthegoods.Ifsellerbelievebuyshorttimeis“tryon/dontneediturgently”thesellercangiveout/presentanondetailedwordsonhisdesign/producing/installingprogramandmakeitclearthathecantshortentheperiod.,Ifsellerthinkbuyerneeditalot,perhapsforpoliticalreason,ashorterperiod.Inthisperiodoftime,ifsellerrefusethetime,itwouldcausethebuyermayhaveanemotionalreaction,whichwouldbringsellerbadeffects.Inthiscondition,sellersargumentisdifferent.Exceptdefendingsellersoriginaldemand,hewouldgivesupportingprogramindetail&inspecificarea(hewanttoN.)hewouldhope/leadbuyerbargainonspecificproposalsforshortening(e.g.在检验，运输时缩短时间，与卖方无关testing,shippingperiods.)Anotherwayemphasizeaspecialareaofhighriskleadtoaresultperiodshortenedbuyerprepareburdenrisk.(e.g.thebadweatherwillhavebadeffectoninstallingmachine.)Thelatterpreferredif(the,reason)buyerneeditalotistotallyforpoliticalreasons&herealconcerncontractplacedforshorterperiodpayattentiontothewayhowthecontractsaysaboutthebusiness.Alsoathirdwayforseller.Ifbuyergiveupatlast&acceptthelongerperiodratherthantaketheburden(assumetherisk)oftheriskorresponsibility.Thesellerwoulduse“Wecouldagreetoshortenthedeliveryperiodifyouwerepreparedtoassumetherisk”isoften-moresuccessfulthandirectrejectionofthebuyersargument.,TheimportantpointsupportingargumentsnotrelatedtoNorsproblem,theopponent(otherside)dontcareaboutit.Itisnotareasonableargumenttosayassupplierthatpricehigh&cantbereducedbecauselevelofcost.Costsuppliersproblem,notbuyers.ifbuyerwantsparticularserviceorexpectssuppliertakecontractualrisk,itisreasonabletosaytobuyerthatbuyermustpayforit.Reasonitisproblemforbuyerifsupplierdoesnotundertaketheserviceorcontractualrisk.3.LocationofN.ThereisstrongpreferenceforN.ingathomeforbothsides.Forenvironmentfamiliar,easiertobringinadditionalsupport.The“homeside”(本国方),inchargeofarrangements.Thereispsychologicaladvantage“Theyhavecometome.”Alsoitsavecostsforhotel/airfaires.Thereisad