招商经理谈判技巧培训ppt课件

1、主讲：王 孝 民招商经理睬谈技艺培训 培训目的Improve the negotiation quality.提高谈判质量. Aware of importance of the preparation and follow-up提高对预备任务及后续跟踪重要性的认识Design processes to improve preparation and follow-up设计可以改良预备任务及后续跟踪的程序Apply communication skills in negotiation 了解在谈判中沟通技艺的运用Share experiences 交流阅历 内 容Definition and

2、company principles定义及公司原那么The negotiation phases谈判阶段Simulated negotiation模拟谈判Experience Sharing, Successful Cases and Questions &Answers阅历分享、胜利案例和问题解答Definition and company principles定义及公司原那么The negotiation phases谈判阶段Simulated negotiation模拟谈判Experience Sharing, Successful Cases and Questions &Answer

3、s阅历分享、胜利案例和问题解答 Question问题What is Negotiation 什么是谈判？ 谈判的定义谈判是由彼此依赖但又没有完全一样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议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 t

4、ake ina relationship. it is more difficult to lead by persuasion than defeat by asword用压服引导他人比用剑制服他人还要难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 aboutResources 资源Can be allocatedMotivation 动机Ultimate aim FIRMNegotiation Types 谈判的种类Lose -Los

5、e两败俱伤Win-Lose / Lose -Win 赢-输/输-赢Win -Win 双赢Three criteria of negotiation 衡量谈判的三个规范结果是明智的动机Motivation衡量谈判的第一个规范是明智，也就是说，谈判的结果应该是明智的。由于谈判是谈判双方为了达成某种共识而进展的一种行为.One of the criteria of negotiation is advisable, namely, the purpose is wise. As subscribe the contract or Tariffs &Trading negotiation.Three

6、criteria of negotiation 衡量谈判的三个规范有效率有效的利用 Resources衡量谈判的第二个规范是有效。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 a

7、nd financial will be spent.Three criteria of negotiation 衡量谈判的三个规范增进或至少不损害双方的利益 利益 Interests 衡量谈判的第三个规范是增进或至少不损害双方的利益，即友善。谈判不是他死我活，不是在损害对方利益的前提下满足本人的私利，而是要增进双方的利益，经过谈判使双方到达双赢。Third point is to be friendly, to improve at least not to damagethe other partys interest. On the premise of make mutual bene

8、fits 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.Your Story 他的故事Experience Sharing 阅历分享Our Negotiation Goals 我们的谈判目的 Goals of the negotiation in PCDS SHOPPING MALL 春天百货的谈判目的 To incre

9、ase 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Shopping Mall Principles招商部的谈判原那么A fair and promising partnership must be developed between our tenant and us.必需与租户建立起一种公平而且有开展出路的协作关系Negotiations are prepared accor

10、ding to a rational approach and are based on accurate data :谈判要以合理的方法去预备, 谈判预备任务要建立在准确的数据根底上The results of negotiations should optimize the rental in value, the tenant mix and the long-term and sustainable relationship development with our tenants.谈判的结果必需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继续开展的关系。Agreem

11、ents are followed-up throughout the tenancy periodto ensure that objectives are achieved.整个合同期限内要对合同进展跟踪以确保目的的实现。Shopping Mall Principles招商部的谈判原那么A fair and promising partnership must be developed between our tenant and us.必需与租户建立起一种公平而且有开展出路的协作关系Negotiations are prepared according to a rational app

12、roach and are based on accurate data :谈判要以合理的方法去预备, 谈判预备任务要建立在准确的数据根底上The results of negotiations should optimize the rental in value, the tenant mix and the long-term and sustainable relationship development with our tenants.谈判的结果必需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继续开展的关系。Agreements are followed-up t

13、hroughout the tenancy periodto ensure that objectives are achieved.整个合同期限内要对合同进展跟踪以确保目的的实现。Contents内容Definition and company principles 定义及公司原那么The negotiation phases谈判阶段 Negotiation preparation谈判预备 Negotiation Process谈判过程 Negotiation result follow up谈判跟踪The negotiation process 谈判过程Negotiation Prepar

14、ation 谈判前的预备Negotiation Process 谈判的过程Negotiation result follow up 谈判结果的跟踪1.Preparation 预备What is the appropriate percentage of time you should give to preparation before starting Negotiation?多少时间用于谈判的预备任务是合理的？The negotiation process 谈判过程Negotiation Preparation 谈判前的预备Negotiation Process 谈判的过程Negotiat

15、ion result follow up 谈判结果的跟踪If I had nine hours to cut down a tree,I would spend the first six sharpening the axe. -Abraham Lincoln假设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.1.Preparation 预备What to be prepared before Negotiation?谈判前应做哪些预备任务?1

16、.Preparation 预备What to be prepared1 预备的内容一Take into account the shopping mall target in termsof strategy, rental budget, remodelling plans, etc.必需思索每个购物中心的战略、租金预算和改造方案等方面的目的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情况Tenant company operation situation Tenant competito

17、r situation Tenant shops in Carrefour Tenant expansion plan for the next few years1.1.Preparation 预备What to be prepared 预备的内容二This activity should define the negotiation strategies percategory /tenant and fix the targeted conditions.经过预备, 针对某个分类或某个特定的租户, 来制定谈判的战略并确定目的合同条款At the end, a negotiation fi

18、le will have to be set up for each tenant.最后,要预备各个租户的谈判文件1.Preparation 预备Are you ready to negotiate?他能否预备好了谈判？Negotiation target谈判目的Win-Win Mind-set双赢思想Communication skills沟通技巧Necessary tools必要的工具1.Preparation 预备Negotiation Target 谈判目的What& Needs 明确想要和需求Needs are main target & Want are secondary tar

19、get 需求是主要目的，想要是次要目的Make the upper limit and lower limit制定最高上限和最低下限1.Preparation 预备Win-Win Mind-set 双赢思想Long term vision 有长期配合的远见Use “WE运用“我们的字眼Mutual benefits 彼此都能获得益处Open & objective 开放、客观Share information 分享信息Listen and balance talking ratio 倾听并且平衡说话的比例Find solution together 一同处理问题或妨碍Concede if ne

20、cessary 必要时双方各退一步1.Preparation 预备Communication Skills 沟通技巧 Active Listening 积极倾听 Ask Question 有效提问 Answer 应对艺术 Persuade 压服艺术Active Listening 积极倾听 What is Active Listening? 什么是倾听?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

21、as a key in the development of relationship是开展彼此关系的关键Active Listening 积极倾听 Listening Techniques 倾听技巧 Summarizing总结 Positive feedback 积极反响 Paraphrasing 重述 Open questions 开放式问题 “I Language言语 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 t

22、he 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? 他说的是听起来好似他们不喜欢一楼究竟的那个空位，倒是对接近入口的地方很感兴趣？他赞同吗？我了解对吗？他是这个意思吗？ Active Listening 积极倾听 Positive Feed back example 积极反响的例子

23、“Thanks for dropping by my office today, its great to see you! “ Great idea, why dont you try it, let me know what happens! “谢谢他今天到我办公室来看我，看到他太高兴了！“这个主意太棒了，他为何不去尝试一下呢，让我知道进展怎样！ Active Listening 积极倾听Positive Feedback Exercise 积极反响的练习 John is embarrassed that he couldnt attend the day one training. To

24、day, he took courage to attend the day two training. 约翰很惭愧由于他没能参与第一天的培训。但是，今天他还是鼓足勇气参与了第二天的培训。 How would you respond? 他会如何反响？ Active Listening 积极倾听Paraphrasing Example 重述的例子“I cant believe that after all that hard and wearynegotiation we didnt make a deal!you respond “So you cant believe that after

25、all hard work, you didnt get the deal.No, Im so angry“我几乎难以置信经过这么艰苦和疲惫的谈判我们还是没有达成协议！他回答到“因此他无法置信经过这么艰苦的谈判还是没有达成协议。是啊，这太气人了。 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 “他如何以为我们的产品？“他详细喜欢这个商品的哪些方面呢？“是

26、吗？能再详细点告述我吗？ Active Listening 积极倾听“I Language Example “我的言语的例子 - “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.-“他们的店在这个购物中心里，为什么他们不定

27、期地进展促销呢？-“我听到他所说的了，干吗我们不谈谈这个呢？我们曾经尝试了各种手段，但是我们依然继续努力去吸引顾客。 Active Listening 积极倾听Give others a chance to clarify or explain 给他人时机以廓清或解释Emphasize important points 强调重点Calms a conflict on an intensive situation 在紧张和争论时可以缓和冲突Helps other people clarify own thinking 协助对方廓清观念Manage your emotions 管理他的心情Enco

28、urages Other People to Share Information 鼓励对方提供信息Increase the other partys trust in you 加强对方的对本人的信任感Examples Of Active Listening 积极倾听实例It sounds Like What You Are Saying Is Isit? 听起来您的意思好似是说.What do you think of this option as a solution? 他以为这个处理方案如何？So What You Mean Is 您的意思是说.I hear what you are sa

29、ying is only interested in 我听到他说他们只对感兴趣.You Feel You Operation People Will need yes, necessary您以为贵公司业务员需求.Your understanding is very much appreciated 他们能对我们了解太好了 Ask Question 有效提问 How to ask ? 如何做到有效提问? Ask Question 有效提问Ask questions to 问问题是为了Collect information搜集信息Enhance persuasion提高压服力Control and

30、 manage the meeting 掌控谈判的进展Keep the other side in activity 让对方坚持警惕Clarify the ideas and carefully listen to answers 廓清想法并仔细倾听回答Propose a more balanced alternative to disagreement 提供更平衡的方案以处理歧见 How to ask? 如何提问？ Ask Question 有效提问Open Questions 开放式问题Use What, How,Why, and Please运用什么、如何、为什么和请等词语Cant be

31、 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开掘对方的想法和观念Stimulate the Other Person to Think About Your Ideas激发对方思索他的建议-安康、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 busines

32、s?生意怎样样?Why did you always delay your rental payment? 为什么他们总是晚付租金?How do you think we can solves this problem? 他以为我们该如何处理这个问题?How do you think of your monthly turnover of rmb120,000?他怎样看他们每个月120000的营业额？ Ask Question 有效提问Detailed Probing Questions 探求式问题Be More Specific, Using: How Many, How. Long, Wh

33、o, Where, When , etc更加详细化，运用：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：他们是只在上海地域开展还是整个华东区？Looks Like an Open Question But with a Narrower Focus看似开放式问题，但减少了所能搜集信息的范围 Ask Question 有效提问Closed Questions封锁式问题Restrict the Information You Can Gather

34、限制您的搜集信息范围Obtain the Other Persons Commitment to a Definite Position明确对方的立场Direct a Conversation to a Particular Area将说话引导到某个特定的方面Reinforce a Positive Statement加强一定的陈说Clarify Questions 廓清问题 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 t

35、he tenants argument 了解对方的争论点To understand the priorities of supplier 了解对方的优先顺序To minimize or refuse the proposal of supplier 减低或回绝对方的要求To remind on the consequences of a bad proposal 告知不当方案的后果Questions on general topics普通性问题 Ask Question 有效提问Generate Proposals & Positions 产生新的提议或立场What is your propo

36、sal ？他的提议是什么？What is your opinion on this rental?他对租金的看法如何？According to which criteria do you decide to 他决议的根据是什么？ Ask Question 有效提问Know the tenants argument了解对方的争论点Why a rental decrease?为什么他们要求降低租金？Where are the reasons? Why you dont like this location?缘由是什么？为什么他们觉得这个位置不适宜？Why do you want to termin

37、ate the contract earlier?为什么他们要提早解约？ 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? 可不可以请他把他的要求排一下优先顺序？Is it detailed enough for you? 这样够仔细吗？ Ask Qu

38、estion 有效提问Minimize or refuse the tenants reasons 减低或回绝对方的要求In your opinion, why did your sales drop by 40%? 他觉得营业额下降40%的缘由是什么？What are your sources of information? 他信息的来源是什么？Did you check this information? 他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

39、 this year!恰恰相反,我们卖场的营业额今年前四个月增长了30%! 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 ? 他评价过后果吗？Did you estimate the loss of turn over? 他有没有算过营业额的损失？Have you considered the loss of image? 他有没有思索过在笼统上的损失？ Ask Question 有效提问General Topics 普通性问题

40、What is the weight of Carrefour in your sales turnover ? 春天百货在他们公司的营业额占比是多少？What is your commercial policy? 他们公司的商业政策是什么？Who is your new Expansion Manager? 谁是他们公司新上任的拓展经理？Answers 应对艺术How to answer ? 如何应对？When the question needs to be thought about 对某些应对问题需求再思索时的战略让对方再反复一下或解释一下如有人打岔,无妨让他干扰一下可以暗示他的助手,

41、适当地将话题扯远一些When the answers inconvenience 对某些应对问题不便回答时的战略顾左右而言他用数据或资料不全为借口 需请示指点或有关方面“让我们再研讨一下Answers 应对艺术Examples Of Answers 应对艺术举例I want to know your comment before the answer 在回答他的问题之前,我想听听贵公司的观念I am sorry, we need discuss for your questions很负疚,对您提及的问题,我们需求再研讨研讨Could you repeat ,I dont understand

42、your meaning?我不太清楚您所说的含义是什么,能否请您再说一次?Our rental are high, but 我们的租金是高了一点,但是. Persuade 压服艺术How to persuade ? 如何压服？Lets have same comments获得共同言语Find the needs of the other one 针对对方的心思,发现对方的需求Set up the opinion according the needs of the other one根据对方的需求,建立心得信心 1.Preparation 预备Tools of Negotiation Proc

43、ess谈判时所需的工具 1.Preparation 预备What are the Benefits of Preparation? 预备任务的益处? 1.Preparation 预备What are the Benefits of Preparation？预备任务的益处所在Information enables negotiators anticipate objectives/questions/answers/objections from the tenant有关信息使谈判可以预测目的/问题/答案/租户的异议Actually saves time, reduces stress, res

44、ults in a more effective negotiation真实节省时间、减低压力，使谈判更有效Avoids being caught off guard防止对手攻己不备 1.Preparation 预备What are the Benefits of Preparation？预备任务的益处所在Improves management of the supplier在谈判过程中更具压服力To be more convincing during a negotiation 展现出一种职业化笼统Communicates the impression of professionalism对

45、更高水准技艺的要求谈判桌前的高手都是来自于-谈判前的精心预备任务!以努力实现目的为主，以少说而精为辅。The negotiation process谈判过程Negotiation Preparation 谈判前的预备If you fail to prepare you prepare to fail 知己知彼，百战不殆Three steps of Negotiation 谈判的三个步骤Negotiation Preparation谈判前的预备Negotiation Process谈判的过程Negotiation result follow up谈判结果的跟踪 Actual Negotiatio

46、n 谈判过程Actual Negotiation谈判过程 1.Introduction引见Be on time with all necessary documents and materials 准时出席，携带必要的文件和资料Manage your schedule effectively有效的管理本人的方案表Be polite and professional and image彬彬有礼、职业化及笼统Your credibility他的威信Present name card if this is the first negotiation 假设是初次谈判，请呈递名片Ensure that

47、the contact is the decision-maker 确保对方是决策者If not, give enough time for respect假设对方不是决策者，仍应加以谈判，以示尊崇Actual Negotiation谈判过程 1.Introduction引见State the purpose of the negotiation 陈说谈判目的Take control of the negotiation right from the beginning 一直主导谈判Communicate Carrefours desire for mutual benefit阐明春天百货的“

48、互利愿望Know your objectives清楚本人的目的Know your ideal and acceptable target levels清楚本人的理想目的水准和可接受目的水准Actual Negotiation谈判过程 2. Discovery 发现 Clear up any previous problems or outstanding issues first 去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 了解他们确立立场

49、的缘由及理由Actual Negotiation谈判过程 3. Negotiate 谈判Be aware of common negotiation tactics and blocks了解常见的谈判战略及妨碍Use communication skills throughout the negotiation to gather information and clarify understanding在谈判过程中，运用沟通技巧搜集信息并廓清本人的了解Ensure that you are “armed with good, complete information 确保本人掌握良好且完善的

50、信息Dont be caught off-guard! 谨防对手攻己不备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，最大限制地淡化本身所将获得的益处Actual Negotiation谈判过程 3. Negotiate 谈判5 Negotiation strategy 5种谈判战略 Pricing strategy报价战

51、略 Conceding strategy退让战略 Refuse strategy回绝战略 Ultimatum strategy“最后通牒战略 Sign strategy签约战略 Negotiation Ability Test 谈判才干检验以下是不同情况下的谈判才干检验，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价。他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。Negotiation Ability Test 谈判才干检验1. 挑战或依从他的导演案例描画他是出道不久的小牌演员，导演以50万元的片酬请他拍行情300万元的新片，他会1.谈判决策：争取上演时机，片酬