谈判技巧训练

谈判技巧训练2談判技巧訓練之目的訓練目的瞭解何謂談判知曉如何準備及進行談判訓練過程採取Q&A開放參與,雙向溝通方式訓練收獲盼能透過談判技巧訓練獲致最佳交易條件投資成本(Costs)投資效益(Benefits)训练收獲盼能透過談判技巧訓練，獲致最佳交易條件3談判是什麼？談判概念妥協(Compromise)的藝術給(出)(Give)拿(回)(Take)成本效益(Costs&Benefits)6

無足夠能力迫使對方就範時=>否則就直接銷售于對方!

相信具有優勢可談得更佳條件時擬透過談判爭取更佳條件!双方认知其具有不可分割的利益，而愿意在有条件合作下的讨论与协商以谈判追求双方最大（各自或综合）利益为目的何時需談判？7談判之藝術10%邏輯面90%心理面產品表現&技術品質談判戰術&談判行為盼完成三項目標:達成協議或達成解決方案雙方互贏互利建立積極互動關係8談判之利害關係

兼顧各方價值利益客戶利潤供應商利潤有競爭力銷費者價格$91°‘Zero-sum’negotiation

(零-和型）

雙方競爭(compete),只顧自己利益

零和談判只顧自已金錢獲利

賣方想儘量賺多錢

買方想儘量殺低價2°‘Win-win‘（雙贏型）:

雙方團結一致(collaborate),完成彼此共同利益

雙贏談判需整合雙方目的，團結一致，共創彼此最大價值,例如品類管理(CategoryManagement),JBP3°‘Mixed‘（混合型）:

雙方合作(cooperate),完成彼此利益

混合式談判需雙方協商合作，完成彼此利益,例如TG陳列三種談判型態10“Win-Win”互赢“mixed”混合式“Zerosum”零和談判型態與層級Collaboration團結一致型態Cooperation合作協商型態Competition競爭毀滅型態Developmentprojects亦協商合作發展項目Negotiation(%rate)除談判交易條件%11談判層級&交易條件

談判雙方團結一致合作基礎愈多，則愈少談判壓力放在交易條件%«

JointBusinessPlan

»Négotiation(%Rate)僅著重談判交易條件%CollaborationCooperationCompetition=強調雙方團結一致共同推展商業計劃12Levelsofnegotiation:Competition13Levelsofnegotiation:Cooperation14Levelsofnegotiation:Collaboration

15Thereisnotonlyonetactic

戰術多元靈活，亦可達陣奪標E.GFootball!!!Butallthosefootballteamhavewonatleast1Worldcup16Pay-for-performance依績效付費WorkingvsNon-Working有效益支出VS無效益支出PaymentTerms付款條件TargetSetting業績目標設定NPDListing新品上架PromotionCalendar促銷規劃CommonAssortmentFee舊品維護費PromotionConfirmation促銷確認單Penalty罰款談判實務導引17Pay-for-performance依績效付費Drivecategorygrowth整體品類績效成長Customerdeliversaperformanceoraservice客戶完成所訂績效或服務Annualsalesrebate年度業績獎勵

談判實務導引18WorkingvsNon-Working有效益支出VS無效益支出Working

有效益支出Conditionalrebates附條件之獎勵Annualsalestargetrebate年度獎勵TPR促銷價格折扣Paymentterms付款折讓Earlypaymentallowance提前付款折讓Businessbuilding協助生意發展之項目DM/TG/salesgrowthrebateDM促銷/TG陳列

Efficiencyterms改善效率，降低成本之補貼Noreturnallowance,DCallowance,ordersizeallowance不退貨折讓,統倉物流折讓,大量整車訂貨折讓談判實務導引

19WorkingvsNon-Working有效益支出VS無效益支出Non-Working無效益支出Trade-Listingfee上架費Tradeothers-其他贊助費Anniversary/Festivalsponsorship周年慶/節慶贊助費Newstoreopen/storeremodellingsponsorship新店開幕/舊店改裝贊助費Unconditionaldiscounts/rebates無條件折扣/獎勵Monthlyflatrebate月扣Penalty罰款Invoiceadjustment/pricevariance價差補償談判實務導引

20PaymentTerms付款條件Productturnover產品迴轉力Orderingcycle訂單頻率Customerfinancialstrength客戶財務實力Supplierworkingcapital供應商資金流量談判實務導引

21TargetSetting業績目標設定Organicgrowth/Categoryperformance品類成長趨勢Newstoreopen展店計劃NPDlisting新品上市Promotionimpact促銷刺激Pricingchange價格變動Advertisingeffect廣告效果Otherprojects其他計劃Categorymanagement品類管理In/Outindentassortments非正常品採購Inventoryreduction庫存降低計劃談判實務導引

22Penalty罰款Suppliercontractpenalty供應商合約罰款Promotionpenalty促銷協議罰款Qualityissuepenalty品質問題罰款談判實務導引

23Attachment合約談判附件Itemlistsofcommonassortmentfee共同商品(舊品)品項表NPDplan(notindetail)新品計劃表(無明細)Annualpromotionplan年度促銷計劃表OthersJointbusinessplan/project(JBP)談判實務導引

24PromotionConfirmation促銷確認書Priorwrittenconfirmationbeforepromotionstart,lead-time45-60days促銷開始前45-60天之書面確認Period促銷期限Pricing促銷價格Promotionscheme促銷辦法Promotionsalesforecast(quantity&revenue)促銷預估量/額Remarkallexceptions摘記例外事項FreeofchargesofDM/TG/Newspaper/TVC免費DM/TG/報紙稿/電視廣告等Crossoutpenaltyclauses刪除罰款條文談判實務導引

25有關談判重要概念常記腦內Negotiationisacontinuousprocesstakestime談判是個持續過程，並非一蹴可幾，有時需較長時間Foreseeabiscuitforthebuyerattheend nottolooseface別讓談判對方毫無所獲，顏面無光Threats=notpersonal partofthegame威脅恐嚇只是談判中的一部份，但非針對個人Developthepersonalrelationship makesiteasier(T2T)儘量平日發展個人關係以利談判，最好能定期安排高層互訪會面(T2T)26談判技巧訓練總結Youshouldbehardontheissuesbutsoftonthepeople!對人柔軟，對事堅持Beprepared:90%ofsuccessdependsonpreparation充分準備Separatethepeoplefromtheproblem.對事不對人Focusoninterestsratherthanpositions.著重協商雙方共同利益,而非僅強調自己立場Understandtheotherside‘sinterests.分析瞭解對方所關心事物Integrateallpsychologicalaspects整合所有心理層面狀態Generateavarietyofoptionsbeforesettlingonanagreement.思考各種不同方案,利弊得失Insistthattheagreementbebasedonobjectivecriteria.堅持合約建立在客觀準則基礎Noconcessionwithoutcounterparts未獲對等利益，不輕易讓步Shareinternallyonyournego

(boss,colleagues..)隨時與內部相關人員分享談判進度談判重要事項心理整合事前準備策略擬定堅持原則充分溝通個人關係高層互訪團隊合作談判心理整合智慧經驗勇氣堅持品牌力產品力通路力組織力Everythingisnegotiable!!以對話替代對抗，用妥協創造雙贏談判概念妥協(Compromise)的藝術給(出)(Give)拿(回)(Take)成本效益(Costs&Benefits)训练学习无止尽。。。谈判对手“酷”无情。。。。加油！加油！春种一粒粟，秋收万颗子携手合作共创辉煌多谢聆听!預祝2010談判成功Back–upsSalesSalesModerntradegrowthMassMarginClassicalWestillnegotiateconditionsCommercialmarginrateMassMarginaccordingtoCarrefourdefinitionmeansaconcentrationoftheeffortsbasedonprofitablesalesgrowthabovethemarkettrend….Effortsconcentratedonprofitabilityimprovement(in%)thankstonegotiationEffortsconcentratedonsalesdevelopment(overthemarkettrend)CommercialmarginrateSharedObjectivesforY+1YResultAdditionalincreaseforY+1MarkettrendforY+1AdditionalSales…Customersalwaysaskwhereistheadditionals