商务谈判02综述课件

Chapter2NegotiationProcedureandStructure谈判程序与结构

11.Introductionofteammembers

介绍谈判组成员2.Negotiationagendaanditsarrangement制定谈判日程3.Formalnegotiation实质性谈判

4.Wrappingup谈判总结ⅠNegotiationProcedure2hostteamguestteamInformation:name,officialandprofessionaltitles(职务、职称）,specialities（专业领域）,majorresponsibilityetc.1.Introductionofteammembers介绍谈判组成员3

GuestSide

HostSideICNCNI42.Negotiationagendaanditsarrangement

安排谈判日程SettingNegotiationAgenda

formalagenda:asortofworkingagendahiddenagenda:consistsofthoseissuesthathavethegreatestcommercialandpsychologicalimportanceforeachparty.Bothpartieswillbenegotiatingtothesameformalagenda,buteachownhiddenagendawillbedifferent.5NegotiationAgendaArrangementAgendareflectsstrategicconsiderationofnegotiators.(1)Lettheworstgofirst:goingintokeyissuesimmediately,andendinginrelaxationoftensionandsatisfactionofeasygainofbenefits.(2)Placetrivialissuesfirstandimportantissuessecond:creatingtheeffectsofrelaxationofrelations,andleadingnegotiatorstosmooththeirwayovertoughanddifficultissues.

3.Formalnegotiation实质性谈判

4.Wrappingup谈判总结Reviewandconfirmationoftheagreementandresultoftalksoneachissue(alsoincludesarrangementsforfollow-upwork).61.Determineinterestsandissues确定利益与议题2.Designandofferoptions设计和提出方案3.Introducecriteriatoevaluateoptions引入评价方案的标准4.Estimatereservationpoints估计各自的保留点和底线5.Explorealternativestoagreement寻求达成协议的替代方案

6.Reachanagreement达成最终协议ⅡGeneralStructureofNegotiation

71.Determineinterestsandissues确定利益与议题Negotiatorsshouldidentifytheirowninterestsandtheotherside’sinterests(speciallytheirunderlyinginterests)andfindoutwhatissuesareinvolved.2.Designandofferoptions设计和提出方案SetforthsuggestionsandoptionsGenerateanumberofoptionsbeforemakingafinaldecision3.Introducecriteriatoevaluateoptions引入评价方案的标准Fortheirowninterests,allpartieswillexamineandevaluateallsuggestedoptionsaccordingtotheirowncriteriatofindoutthemostfavorableone.

8谈判协议最佳替代方案BATNA是罗杰·费希尔（RogerFisher）和威廉·尤里（WilliamUry）在他们所著的经典文章GettingtoYes中所提出来的。知道你的BATNA就意味着如果目前的谈判没有成功，你对应该做什么和将要发生什么心中有数。WhatyouwilldoifanagreementisNOTreachedWhatisthebestresultyouwouldgetifyouwalkedawayfromthisnegotiation?Ifyoudon’tsellyourhouse,whatwillyoudowithit?Keepitonthemarketindefinitely;Rentitout;Letsomeonehouse-sit(代为照管房屋）

inreturnformaintenance

AlternativesareOUTSIDEthenegotiationFigureoutthevalueofyourBATNA,andthenyouknowwhatyourbasefornegotiationis.Theremaybeseveralalternatives,theBATNAistheoneyouwouldchoose.BATNA

BestAlternativetoaNegotiatedAgreement9ExampleofBATNA

Askingforaraisefromaboss

Beforeheadingintotheboss’office:“WhatwillIdoifthisnegotiationfails?”“WhatalternativesdoIhave?”“WhatalternativescanIcreate?”“HowcanIweakentheBATNAofmyboss?”10ExampleofBATNA

Askingforaraisefromaboss

Leave-“Iamwalkingoutofhere”,transfertodifferentdepartmentGetanewjob-WorkforXCompanyCollectunemploymenttostartyourownbusinessAccept“no”asanswerandstayinposition11ExampleofBATNAAirForcenegotiatesapurchaseofplaneswithaDefenseContractorUseanothercontractorRefurbish(整修)oldsystemTerminate(终止)missionStatusQuo(现状）

12

ReservationPrice(bottomline)

保留价格（又称免谈价格）是你在谈判中所能接受的最低条件或价格。TheleastfavorablepointatwhichonewillacceptadealThe“walk-away”Example:youarelookingforlargerofficespace.YousetyourBATNAat$20/SFandyourReservationPriceat$30/SF（squarefoot平方英尺）Ifownerwon’tbudge（改变态度或意见）from$35,youwalkawayandtakeadvantageofyourBATNA.13“ZoneofPotentialAgreement”(ZOPA)可达成协议的空间。是指可以达成一桩交易的空间。谈判各方的保留价格决定着可达成协议的空间的界限，该空间存在于谈判各方的保留价格限度相互重叠的区域内。ZOPA:Seriesofpointsonalinebetweenthebottomlineofbothpartieswheresettlementispossible.ZOPAPartyABottomLinePartyBBottomLineExample:一位买主决定购买一座商业仓库的保留价格为$275,000(并且希望越便宜越好)。卖主决定的保留价格为$250,000(并且希望卖价越高越好)。因此，可达成协议的空间(ZOPA)就在$250,000到$275,000之间。14B’sTargetB’sReservationPriceA’sTargetA’sReservationPriceBwouldliketopay$10forahamburgerAwillnotacceptlessthan$15forahamburgerThisisthe“ZoneofPossibleAgreement.”Ifnegotiationsdonotfallapartforotherreasons,thesalepricewillfallbetween$15and$20.Awouldliketoget$25forahamburger.Bwillnotpaymorethan$20forahamburger.ZoneofPossibleAgreement(ZOPA)154.Estimatereservationpoints估计各自的保留点和底线5.Explorealternativestoagreement寻求达成协议的替代方案Iftheagreementisimportant,negotiatorsshouldcomeupwithsomealternativesuggestionscompromisingallparties’interests.6.Reachanagreement达成最终协议16Example:Sellingahouseat$2,750,000Options:loweringyourprice;refusingtosell,rentingitoutetc.Evaluation:loweringyourpriceto$2,650,000,thepossibilityis70%.Sparemoreroomfornegotiation:lookingforaleasingcompany,refurnishingthehouseetc.Decideyourbottomline:Optionpossibility$2,650,00060%$2,500,00095%$1,000,000(rentit)5%Bottomline=2,650,000×60%+$2,500,000×35%+1,000,000×5%=$2,515,000171.Enquiry询盘2.offer发盘3.counter-offer还盘4.Acceptance接受ⅢStructureofBusinessNegotiation18ⅢStructureofBusinessNegotiation1.Enquiry询盘Businessnegotiationsininternationaltradeusuallystartwithanenquirybyanimportertoanexporter,askingforthepricelist,catalogues,samplesanddetailsaboutthegoodsortradetermsandconditions.However,assometimes,anexportercaninitiatethenegotiationbymakinganenquirytoaforeignimporter,includinghisintentionofsellingcertaingoodstotheLatter.Itisworthyofnotethatwhoevermakesanenquiryisnotliableforthebuyingortheselling.Andtheoppositeside,atthesametime,canmakenoreplyatall.But,accordingtothecommercialpracticethereceiverofanenquirywillrespondwithoutdelayintheusualformofaquotation,anoffer,orabid.19Enquirycanbeoftwotypes:generalenquiryandspecificenquiry.Ingeneralinquiry,thebuyerasksforgeneralinformationheneeds,suchasacatalogue,apricelistorquotationsheets,asample,anillustration,aphotoetc.,whichtheexporterisinapositiontosupply.Inaspecificenquiry,thebuyerpointstotheproductshewants,suchasthenameofcommodity,thespecifications,thequantity,theunitprice,thetimeofshipment,thetermsofpaymentandrequestanoffer.Enquirycanbemadeeitherbypostofficemail,fax,e-mail,telephone.20Inresponsetoanenquiry,quotationsmaybegiven.Aquotationisanindicationofpricewithoutobligation.Asatisfactoryquotationwillincludethefollowing:1.Detailsonprices,discountsandtermsofpayment.2.Clearindicationofwhatthepricescover(forexample,freightandinsurance,etc)3.AnundertakingastothedateofdeliveryortimeofshipmentWhenabuyerrejectsaquotation,hewouldthankthesellerforhistroubleandexplainthereasonforrejection.21Decideonwhetherthefollowingstatementsaretrueorfalse.1.Enquiriesareusuallymadebysellersininternationaltrade.F2.Inresponsetoanenquiry,aquotationmaybesent.T3.Inreplytoanenquiry,youcanprovidemorethanwhatareaskedfor.T4.Thereisnoneedtoreplyifyouhavenointerestintheenquiry.F5.Aquotationisanindicationofpricewithoutobligation.T22

2.offer发盘Anofferisaproposaloftermsandconditionspresentedinapotentialcontractbyoneparty,calledtheofferor,toanotherparty,calledtheofferee.Therearetwokindsofoffer:offerwithengagement(firmoffer),offerwithoutengagement(non-firmoffer).Anofferwithengagement(firmoffer)ismadewhenasellerpromisestosellgoodsatastatedpricewithinastatedperiodoftime.Itcandevelopintoacontractualobligation.Thus,onceitisacceptedbyabuyer,thesellercannotrevoke（撤消）

oramendit.23Asatisfactoryofferwillincludethefollowing:1.nameofcommodities,quality,quantityandspecifications.2.Unitpriceandtypeofcurrency.3.Packingconditionanddateofdelivery.4.Termsofpaymentanddiscount.5.Thetermsofvalidityoftheoffer.6.Indicationofwhatthepricecovers.243.counter-offer还盘

Acounter-offerisanoffermadebyanoffereetoanofferor,acceptingsometermsandchangingotherterms.Itcanbemadeverballyorinwriting.Infact,acounter-offerisapartialrejectionoftheoriginaloffer.Itisanewoffer,atthesametime,theoriginalofferlapses（失效）.Theoriginalofferororthesellernowbecomestheoffereeandhehastherighttoacceptorrefuse.Thisprocesscangoonformanyaroundtillthetransactionisconcludedorcalledoff.25ATalkofCounter-Offer(Mr.Anderson’scompanyofCanadawantstoimportsomeblackteafromChina,heisnegotiatingbusinesswithMr.Chen,themanagerfromABCImport&ExportCorporation.)A:Mr.Chen,I’dliketoknowyouroffer.C:Wehavebeenholdingitforyou.Mr.Anderson.Hereitis500casesofblacktea,at$55perkilogramCIFNewYork.ShipmentwillbeeffectedinNovember.A:MyGod!That’stoohighforustoaccept.C:Toohigh?Then,whatisyourcounter-offer?A:Maybe$40perkilogramisacceptable.26C:I’mafraidwecan’tacceptyourcounter-offer.Pricecan’tbeseparatedfromquality.It’sexcellentqualityofourblackteathatmakesthedifferenceinprice.A:Iadmityourblackteaisofgoodquality,butthepriceisstillonthehighsideevenifwetakequalityintoconsideration.Tobefrankwithyou,it’seasyforustoselectsimilarqualityofblackteafromothercountriesatalevelabout15%lowerthanyours.C:Allright.Inordertogetthebusiness,we’repreparedtomakea5%reductionifyourorderisbigenough.A:Ithinkyoushouldreduceyourpricebyatleast10%ifweplaceanorderfor600cases.C:I’msorrywecan’tdomorethan5%reduction.Thisisourrockbottomprice（最低价）.Ifyoufinditunworkable,wehavenootherchoicebuttocallthedealoff.27A:Well,wemayacceptyourpriceonlyifyoucanmakeanearliershipment.C:Wecanmanage.A:Allright,weagreetoconcludethetransactionattheprice.C:Thanks.4.Acceptance接受

Inbusinesslaw,anacceptanceistheassenttothetermsofanoffer,requiredbeforeacontractcanbevalid.Anacceptancecanonlybemadeintheformofastatementoranyotherconduct(行为)byanofferee,theparticularpersonoragroupofpersons,whoareclearlystipulatedinafirmoffer.

Eitheraverbalorawrittenstatementisgoodforthispurpose.Onthecontrary,silenceorinactivityisbynomeansanacceptance.28Anacceptancemustbeunconditional.Itshouldbeanunreservedassenttoallthetermsdesignatedintheoffer.Inprinciple,ifanyadditions,modificationsorlimitationstotheofferaremadetheyareacounter-offer,andnotanacceptance.Itisnecessarythatanoffereeshouldmakeanacceptancewiththelifeofafirmoffer.Anacceptance,asarule,takeseffectwhenitreachestheofferor.

29Readthefollowingofferingletter.Discussinsmallgroupstheunderlyingpurposeforthefourspecificstatements.Dearbuyer:Itisgoodtohearfromyouagain.(1)YouenquiredaboutmybamboobasketonSeptember15,2005,andIsentyouacompanycatalogueatthattime.

(2)YouarenottheonlyimporterinBrazilthathasenquiredaboutbamboobaskets.IhavealsoreceivedenquiryfromABCcompany.UniversalCo.Ltd,inBrazil,buttheyusuallyenquireaboutotherkindsofbaskets.Iwillintroducethiskindofbasketstoyouifyouwouldlike.(3)WouldyoulikemetocreateaspecialsampleforyourBrazilianmarket?

(4)Weareaprofessionalbambooproductsmanufacturerwith14yearsofexperienceinChina.Weofferover1,500kindsofbambooproductsandhaveamonthlyoutputofupto5millionpieces.

30Thedetailsfortheproduct(aspertheattachedphoto)areasfollows:FOBXXXXX,Min.order:2,000Price:US$1.8/pcDeliveryTime:30daysafterthereceiptofyourorder.Ilookforwardtoyourreply!31Answers1.Providingamemoryreferencepointtobuyers.Thissenseoffamiliaritywouldmaintaintheirinterestandconfidenceregardingpossiblecooperationwithyou.Buyersusuallysendseveralenquiriesperday.Ifyourreplyisthesameaseveryoneelse’s,itwon’tappealtobuyers.2.Inordertoencourageaspeedyandseriousreplyfromthebuyer,youshouldexertsomepressure.Sometimesthiswillensurebuyerspurchaseyourproducts.3.Remembertheserviceaspectwhenreplyingtoenquiries.Thepurpose