《商务谈判课件（英文）》Lecture 6

1、课程名称：商务谈判主讲人：袁晶（哈尔滨学院商务英语专业）Review6-7周8-9周10周Preparing for negotiationThe bargaining processClosing the negotiationLecture 3Lecture 4Lecture 5Communication in NegotiationLecture 6CONTENTSHOMEWORKCommunication LEAD-INSUMMARYa Sales rep. from Electric Companythe owner of a rich and clean farm More inf

2、ormation on the clientYour taskTarget: To sell electricity to the old ladyDifficult to accept anything new in her mind;Refuse any sales rep.Mrs. Jones sell eggs in her farm.She thinks her hens can earn more money than her husbands cows.Play the role of Wipe, and try to sell electricity to Mrs. Jones

3、WipeMrs. JonesLead-inNegotiation is a two-way communication.It is about communicating one partys wants and needs to the other party while at the same time being attentive to the other partys wants and needs. Many times negotiations break down not because the two parties cannot compromise, but becaus

4、e they have not adequately communicated those desires and needs to each other in a way that would bring the negotiation to a successful conclusion.Back内容小结导入作业ContentsInteractive ListeningNonverbal communicationVerbal communicationBack内容小结导入作业6.1 Interactive Listening6.1.1 Barriers to listening6.1.2

5、 Active listening6.1.3 Interactive listening skillsListening is one of the most important skills of a good negotiator. A common refrain from many mothers is, You should listen more than you should speak. God gave you two ears but only one mouth. In the negotiating context, that means each party must

6、 be able to hear and understand what the other party is saying if an agreement is going to be reached. Back内容小结导入作业 Environmental barriers6.1.1 Barriers to listeningMany things can block a persons ability to be a good listener. Jason De Boer suggests four possible barriers to good listening skills.

7、Psychological barriers Physical barriers Expectation barriers 1. prejudice: woman, different ethnic group2. apathy(无兴趣): little personal interest (outside their area of expertise)3. fear on the part of the listener: lack confidence in their own abilitydisability, jet leg or travel fatigue, poor heal

8、thdistracting noises from fans, heat registers, street traffic, constructionproblems brought to the negotiation even before either party begins to speakdull, simplistic, bad news or technical jargonBack内容小结导入作业After that, in July 1945,Presidents from Russia, America and Britain held meetings in Pots

9、dam again.(波茨坦, 德国东部城市). American President Truman said to Stalin: “We have developed a very powerful bomb.”He suggested they already had atom bomb.Stalin didnt react at all! People recalled “it seems that Stalin is deaf, and cant hear clearly.”“Silence is golden.”Churchill watched Stalins reaction.

10、Case AnalysisBack内容小结导入作业6.1.2 Active listeningQuestionRoleProblemsGuess what is the woman doing?Active listening is the best way to get the full picture of the other partys position in a negotiation.1. The party being spoken to is more interested in telling the other party their own ideas instead o

11、f truly listening to what the other party has said.2. Distraction can also come by thinking about their own argument or point of view rather than listening properly.She is listening to you carefully.Back内容小结导入作业True active listening takes a step beyond simply listening attentively. It shows obvious

12、interest in what the speaker is saying and tries to interact with him/her.It sends a signal to the other party that a negotiator is really looking to work with the other side to reach an agreement.It is not a sign of weakness but a sign of respect to listen carefully and respond to the other party s

13、 statements.Listening is as persuasive as speaking An American auto company wanted to choose a kind of cloth to decorate the inner part of their cars. Three company provided sample for this company. The American auto company decided to let them make a presentation on their own products.Sales rep. fr

14、om company A couldnt speak fluently because of serious laryngitis(喉炎), the board chairman had to make presentation by himself. After the presentation, the board chairman answer questions, and the sales rep. just smile and nod to their clients. After the meeting, the sales rep. from company A acquire

15、d a big order which was worth $16 million.Questions: Why does the sales rep. acquire such a big order?Smiling, nodding and bowing indicate the sales reps respect and thanks to his clients. The board chairman speak by himself, which in a way symbolizes this business belongs to nobody else but him. 21

16、Case AnalysisBack内容小结导入作业How can you be sure that you understand the messages your counterpart is communicating?6.1.3 Interactive listening skillsUse facilitative questions to fill in the details, get additional information, and explore all sides of an issue. What specific information do you need me

17、 to provide? Precisely when do you want the report? ClarifyingParaphrase the speakers words to ensure that you understand his or her meaning. As I understand it, your plan is., It sounds like youre saying ., This is what youve decided, and the reasons are. VerifyingMake remarks that acknowledge and

18、show empathy for the speakers feelings. To be empathetic, you need to accurately perceive the content of the speakers message, recognize the emotional components and unexpressed meanings behind the message, and attend to the speakers feelings. ReflectingBack内容小结导入作业6.2 Nonverbal communicationposture

19、sgesturesvocalics辅助语eye contactfacial expressionquasi-language类语言silencebody languageParalanguage副语言According to experts, a substantial portion of our communication is nonverbal. Every day, we respond to thousands of nonverbal cues and behaviors.Back内容小结导入作业tone,voice,stresscoughsighgroanScientific

20、research on nonverbal communication and behavior began with the 1872 publication of Charles Darwins The Expression of the Emotions in Man and Animals. Since that time, there has been an abundance of research on the types, effects and expressions of unspoken communication and behavior. Body language

21、is a form of nonverbal communication, which consists of body posture, gestures, facial expressions, and eye movements.Humans send and interpret such signals almost entirely subconsciously.Back内容小结导入作业Back内容小结导入作业 John Borg Albert Mehrabian Othersattests that human communication consists of 93% body

22、language and paralinguistic cues, while only 7% of communication consists of words themselves.assert that “between 60% and 70% of all meaning is derived from nonverbal behavior”.the researcher whose 1960s work is the source of these statistics, has stated that this is a misunderstanding of the findi

23、ngs.Case AnalysisBody language may provide clues as to the attitude or state of the mind of a person.During World War II, the German Bureau of Investigation caught a group of American soldiers dressed as German soldiers. They were mostly the offspring of German or Austrian immigrants born and brough

24、t up in America and their appearance and language were almost the same as the Germans. However, they were betrayed by some subtle characteristics of their behavior developed in America over a long period of time.Back内容小结导入作业12Americans are accustomed to using forks with their right hands while Europ

25、ean people hold their table knives in their right hands and folks in their left hands; Sitting with the legs crossed is a posture typical of Americans rather than Europeans.As a result, these American soldiers were put into the concentration camp and were executed secretly.Case AnalysisBack内容小结导入作业A

26、 simple checklist Positive Attitudes1. Confidencehands in pockets with thumbs outhands on lapel (西服上衣或夹克的翻领) of the coatgood body posture (square shoulders and a straight back)hands on hipsBack内容小结导入作业A simple checklist Positive Attitudes2. Interesttilted head toward the speakersitting on the edge o

27、f the chairupper body leaning forward in the chaireyes focused on the speakerBack内容小结导入作业3. Careful evaluationlooking out over eyeglasseschin cupped between thumb and fingersputting hands to the bridge of the noseStroking (轻抚, 抚摸) the chinA simple checklist Positive AttitudesBack内容小结导入作业4. Eagerness

28、rubbing hands togethersmiling excessivelyfrequent nodding of the headA simple checklist Positive AttitudesBack内容小结导入作业A simple checklist Negative Attitudes1. DeceptionHow can we tell the counterpart is lying to us?frequent eye blinkinghand covering the mouth while speakingfrequent coughinglooking aw

29、ay while speakingquick sideways glancesBack内容小结导入作业2. Defensivenessarms folded on the chestcrossed legspointing an index finger at another personA simple checklist Negative AttitudesBack内容小结导入作业3. Insecurityhands completely in the pocketsconstant fidgeting(坐立不安)chewing on a pencilfrequent coughingbi

30、ting fingernailshand wringing(绞，拧)A simple checklist Negative AttitudesBack内容小结导入作业4. Frustrationa pronounced(明显的) tightness of the jawrubbing of the back of the neckdrawing of the eyebrows togetherleaning back in the chairA simple checklist Negative AttitudesBack内容小结导入作业5. Boredomeyes not focused o

31、n the speaker or looking elsewherehead in handssloppy or informal body posturepreoccupation with something else (spinning a pen or playing the mobile phone)A simple checklist Negative AttitudesBack内容小结导入作业Lets practice1. Guess what will the person say.OK. Lets talk about it!I think thats all about i

32、t!Back内容小结导入作业2. Who do you prefer to negotiate with? Why?Lets practice smileeye contactattentivestretched armsarms on legs, desks, or armrestnatural positionIf stands, he will lean to the speakerno eye contact or side-glanceheads away from the speakercross armsclenched handsLegs away from the speak

33、erIf stands, legs will point at the door.Back内容小结导入作业 3. Analyze the following three persons by their body language.Lets practice A is honest and frank.hands open;foot forward;tilting head towards the speakerclothes unbuttoned upper body leaning forwardsmiling B is confident, aggressive and negative

34、 for the whole thing.hands like a peak;legs crossed;Leaning back in the chair;Looking out over eyeglassesC is defensive and criticalcrossing legs;leaning back;one arm folded;one hand clenched fist;face held by a hand;Back内容小结导入作业To sum upIt is a good idea when using a team in the negotiation, to ass

35、ign one person to focus on the body language of the members of the other negotiating team. The duty requires a great deal of diligence as the body language reaction may only last for a brief moment. Finally be careful, the body language signals from the other party are not a decoy to try to give fal

36、se information about what they are thinking. A negotiator needs to know when the other side is bluffing and when the information that is being gleaned from body language is true and accurate.Back内容小结导入作业Interesting reading materials 1Back内容小结导入作业Interesting reading materials 2Back内容小结导入作业Space Dista

37、nceBack内容小结导入作业Back内容小结导入作业6.3 Verbal CommunicationThe most important side of communication in negotiation is speaking. A negotiator must also get the other party to hear, understand, and accept the ideas that are being presented. Four ways of tactical expressions are going to presented in the class

38、.1. Euphemistic Presentations 委婉表达 2. Fuzzy Wording 模糊表达 3. Merit Demonstrations 得体表述优势4. Polemic Statements 论辩表达6.3.1 Euphemistic Presentations 委婉表达 In business negotiation, there are many times when euphemistic presentations are used, for sometimes negotiators restricted by particular time, place,

39、 and atmosphere, can not say directly then and there. They can relieve the tension of negotiating climate and break the deadlock when a negotiator expresses his different opinions, or get the negotiation to be stuck. Besides avoiding embarrassment and conflict, euphemistic presentation is often easi

40、ly accepted by others psychologically.We mention several concrete ways as follows:Adopt Softened Wordage Adopt Passive Voice Adopt Empathic Technique Give Partners an Out 1. Adopt Softened Wordage 善用温和的言辞 Some rhetoricians call euphemism weasel words. It is true somehow. People can use softened word

41、age to express indirectly and inoffensively. A negotiator can, by the strategy of hedging, make sure that he is not completely committed. In addition, this strategy can also soften the tone in case of hurting the opponent. Those expressions, such as “Im afraid”, “we would say”, “it seems to me”, “we

42、 would suggest”, etc. turn the strong into the moderate tone, thereby gaining the mild, euphemistic effects.Examples1 a) We can not agree to your request.b) Im afraid its difficult for us to agree to your request.2 a) Our products are the best on the market.b) We might say that our products are the

43、best on the market.3 a) We demand immediate delivery from you, otherwise, we must refuse your offer.b) We request your immediate delivery. If the immediate delivery is not materialized, we regret that we are unable to accept your offer.4 a) It is unwise of you to have done that.b) I would say it is

44、unwise of you to have done that.5 a) Your proposal is warmly appreciated. But we regret to inform you that we are unable to find you the purchasers of other items you mentioned.b) We appreciate your proposal and hope that next time we may be of further help to you in finding the purchasers of other

45、items you mentioned. 2. Adopt Passive Voice 善用被动语态 A passive voice is often vague by way of the omission of the agent. Then there is much more possibility to guess who is responsible for the deeds. It is possible to be the speaker, or the superior or someone else in charge. Even though the speaker r

46、efers to the opponent, in his mind, the passive voice seems more polite especially when the speaker thinks the opponent gets wrong in some regards. Example1. a) Obviously, you made a very careless mistake here.b) A very careless mistake was made here. 2. a) For the past three years, you did not plac

47、e any order from us.b) For the past three years, no order has been placed from us.3. Adopt Empathic Technique 善用感情转移法 Empathy is imagining how opponents feel. In business negotiations, if used honestly, it improves the bargaining climate by showing that you understand and care about the opponents pr

48、oblems. If used skillfully, it fools opponents into thinking you care about their problems in order that they will reciprocate. The main empathic technique is to look from the opponents point of view. Example1. a) We do not believe you will have cause for dissatisfaction.b) We feel sure that you wil

49、l be entirely satisfied2. a) We dont refund you if the returned item is soiled and unsalable.b) We gladly refund you when your returned item is not soiled and salable.3. a) Your offer is warmly appreciated. But, we regret to inform you that we are unable to find a ready market for the items you ment

50、ioned.b) We appreciate your offer and hope that next time we may be of further help to you in finding a ready market for the items you mentioned.The empathic technique is powerful in conditions of high tension or low trust. It is difficult for opponents to remain angry or assert unfair treatments in

51、 the face of efforts to understand their concerns, needs, or positions. From the pragmatic angle, the speaker makes an attempt to satisfy the opponents needs in the positive regards in the above examples. He takes the matter into consideration from the listeners point of view, telling him how much h

52、e will benefit by this measure. Moreover, the speaker can also lessen the tension by lowering the degree of his negative face. 4. a) If you have not understood what I said, Ill repeat it again.b) Ill repeat what I said just now, if I didnt make myself understood.5. a) Is there anything that you cann

53、ot understand?b) Is there anything that I have not make it clear?6. a) Raise your questions if you cannot follow me.b) Raise your questions if youd like to know something more. 4. Give Partners an Out 善于提供“台阶” For the sake of saving an opponents face, sometimes, negotiators can give the opponent an

54、out by way of euphemistic speech in business negotiation. It is very common for negotiators to refuse others offer, even criticize others inappropriate needs. At this moment, euphemistic speech plays a somewhat lubricating role in business negotiation. Example1. We know where you are about the quali

55、ty and quantity of your products.The speaker bears in mind the bad quality and shortage of quantity of the opponents products; however, instead of saying something sharp in others presence, he only drops some hints through the language “where you are” just to save the opponents face and direct verba

56、l conflict.2. Under these circumstances, it seems best for one to let his partners know before any action is taken. The phrase “seems”, “for one” seemingly are spoken to anyone else, they save the opponents face and give him an out. 3. We approve of your plan on the whole, but we respectively repres

57、ent interest of different companies, dont we?The phrase “on the whole” has indefinite implication of different opinions, even of refusal.In conclusion, euphemistic presentations are very useful in terms of function and practice in the context of business negotiation. They can increase the negotiatin

58、g flexibility and possibility and improve the negotiating results. They not only show the speakers politeness, but also their virtues of personality, which can serve negotiation better. 6.3.2 Fuzzy Wording 模糊表达 Fuzzy wording is multifunctional in business negotiation and can often used as a kind of

59、politeness strategy, which usually plays some unexpected positive part in business negotiation. 1. It can improve the negotiating climate, thereby helping the negotiation go on smoothly. 2. The negotiators seek and enlarge the common points, hoping for the ultimate agreement.3. It is persuasive and

60、convincing without any force upon others. 4. It leaves some leeway to each other so as to change their position or standpoint without loss of their face. Find out the fuzzy words in the following dialogue.Mr. Smith: Mr. Wang, I am anxious to know your offer.Mr. Wang: Well, weve been holding it for y