国际商务谈判精要（原书第7版） 课件 第7章　沟通

EssentialsofNegotiationPart02:CriticalNegotiationProcessesChapter07:Communication©McGraw-HillEducation.Allrightsreserved.Authorizedonlyforinstructoruseintheclassroom.NoreproductionorfurtherdistributionpermittedwithoutthepriorwrittenconsentofMcGraw-HillEducation.ChapterOverviewChapter07examinestheprocessbywhichnegotiatorscommunicatetheirinterests,positions,andgoals.Wefirstconsiderwhatiscommunicatedinanegotiation.Followedbyexploringhowpeoplecommunicateinnegotiation.Thechapterconcludeswithdiscussionsofhowtoimprovecommunicationinnegotiation.Andofspecialcommunicationconsiderationsatthecloseofnegotiations.2WhatisCommunicatedduringNegotiation?Whenstudied,70%ofverbaltacticsareintegrative.Also,buyersandsellerstendtobehavereciprocally.Mostofthecommunicationduringnegotiationisnotaboutpreferences.Theblendofintegrativeversusdistributivecontentvariesasafunctionoftheissuesbeingdiscussed.Andoftheexpectationpartieshavefortheirfuturerelationship.Yetcommunicationcontentisonlypartlyresponsiblefornegotiationoutcomes.3Table7.1:WhatIsCommunicatedduringNegotiation?CategoryofCommunicationWhyItIsImportantOffersandcounteroffersOffersconveythenegotiator’smotivesandpreferences,whichinturninfluenceactionsoftheotherparty.InformationaboutalternativesStrongalternativesconferastrategicadvantage,butonlyiftheotherpartyisawareofthosealternatives.InformationaboutoutcomesNegotiators’evaluationsoftheirownoutcomeswillvarydependingonwhattheyknowabouthowwelltheotherpartydid.Socialaccounts/explanationsThenegativeeffectsofrelativelypooroutcomescanbealleviatedwhentheotherpartyofferssocialaccounts.CommunicationaboutprocessWhenconflictintensifies,riskingprogress,conversationaboutprocessmayinterruptaconflictspiralandrestoreaconstructivetoneorapproach.4Offers,Counteroffers,andMotivesPreferencesarecommunicatedduringanegotiationandcanhaveaninfluenceontheactionsoftheotherpartyandonoutcomes.Communicationmayalsoconveyemotionsexperiencedinrelationtotheexchangeofpositionsandoffers.Acommunicationframeworkisbasedontheassumptionsthat:Thecommunicationofoffersisdynamic.Theofferprocessisinteractive.Variousinternalandexternalfactorsdrivetheinteractionandmotivateabargainertochangetheiroffers.Theoffer-counterofferprocessisdynamic,interactive,andsubjecttosituationalandenvironmentalconstraints.Theprocessconstantlyrevisestheparametersofthenegotiation.Eventuallynarrowingthebargainingrangeandguidingthediscussiontowardasettlement.5InformationaboutAlternativesTheexistenceofaBATNAchangesseveralthingsinanegotiation.NegotiatorswithattractiveBATNAssethigherreservationprices.WhentheotherpartyhasattractiveBATNAs,negotiatorssetlowerreservationspointsforthemselves.Whenbothpartiesareawareofoneparty’sattractiveBATNA,thatnegotiatorreceivesamorepositiveoutcome.NegotiatorswithattractiveBATNAsshouldtelltheotherpartyiftheyexpecttoreceiveitsfullbenefits—butstyleandtonematter.Politely,orsubtly,maketheotherpartyawareofyourgoodBATNAwhichcanprovideleveragewithoutalienatingtheotherparty.WavingastrongBATNAistheother’sfacemaybeconstruedasaggressiveandthreatening.6InformationaboutOutcomesOnestudyfoundthatwinnersandlosersevaluatetheirownoutcomesequallywhenunawarehowwelltheotherpartydid.But,iftheyfindouttheotherdidbetter,orwaspleasedwiththeiroutcome,thennegotiatorsfeltlesspositiveabouttheirownoutcome.Anotherstudysuggeststhatevenwhennegotiatorslearntheotherpartydidpoorly,theyarelesssatisfiedwiththeoutcomethanwhentheyhavenocomparisoninformation.Becautiousaboutsharingyouroutcomeorevenyourpositivereactiontoanoutcome.Especiallyifyouwillnegotiatewiththatpartyagaininthefuture.7SocialAccountsCommunicationduringnegotiationconsistsof“socialaccounts,”whichareexplanationsmadetotheotherparty.Especiallywhennegotiatorsneedtojustifybadnews.Threetypesofexplanationsareimportant.Explanationsofmitigatingcircumstanceswherenegotiatorssuggesttheyhadnochoiceintakingthepositionstheydid.Explanationsofexoneratingcircumstancesexplainpositionsfromabroadperspective.Whilecurrentpositionsappearnegative,itderivesfrompositivemotives.Reframingexplanations,whereoutcomescanbeexplainedbychangingthecontext.Negotiatorswhousemultipleexplanationsaremorelikelytohavebetteroutcomes.Thenegativeeffectsofpooroutcomescanbealleviatedbycommunicatingexplanationsforthem.8CommunicationaboutProcessSomecommunicationisabouttheprocessitself.Sometakestheformofsmalltalk,butsomecommunicationaboutprocessiscritical—aswhenconflictintensifiesandhostilitiesprogress.Onestrategyiscallingattentiontocontentiousactionsandlabelingthemascounterproductive.Moregenerally,negotiatorsshouldresistreciprocatingcontentiouscommunication.Sometimesabreakinthesubstantiveconversationandattentiontotheprocessispreciselywhat’sneeded.9WhatisCommunicationinNegotiation?Arenegotiatorsconsistentoradaptive?Negotiatorsaremorelikelytobeconsistentintheirstrategiesthantovarytheirapproach.Theyreacttosmallerproportionsofcuesasnegotiationsproceed.Doesitmatterwhatissaidearlyinthenegotiation?Evidencesuggeststhatjointgainsareinfluencedbywhathappensearlyon.Ismoreinformationalwaysbetter?Negotiatorswhoknowthecompletepreferencesofbothpartiesmayhavedifficultydeterminingfairoutcomes.Theinfluenceoftheexchangeofaccurateinformationdoesnotautomaticallyleadtobetterunderstandingoftheotherparty’spreferencesortobetternegotiationoutcomes.10HowPeopleCommunicateinNegotiationItmayseemobviousthathownegotiatorscommunicateisasimportantaswhattheyhavetosay.Hereweaddressthreeaspectsrelatedtothe“how”ofcommunication.Thecharacteristicsoflanguagethatcommunicatorsuse.Theuseofnonverbalcommunicationinnegotiation.Theselectionofacommunicationchannelforsendingandreceivingmessages.11CharacteristicsofLanguageLanguageoperatesontwolevels:thelogicalandthepragmatic.Werespondtothesubstanceofthreatsandtheunspokenmessage.Theuseofpolarizedlanguage.Theconveyanceofverbalimmediacy.Thedegreeoflanguageintensity.Thedegreeoflexicaldiversity.Theextentofahigh-powerlanguagestyle.Threatsaremorecredibleandcompellingwhenusingnegativelypolarized,highimmediacy,highintensity,highlexicaldiversityandahigh-powerstyleoflanguage.Itisnotjustwhatisthreatenedbuthowthethreatisconveyed.Communicationdependsonthespeaker’sabilitytoencodethoughts,andthelistener’sabilitytounderstandanddecodetheintendedmessage(s).Anegotiator’schoiceofwordsmaysignalapositionandalsoshapeandpredicttheresultingconversation.12UseofNonverbalCommunicationMuchofwhatiscommunicatedistransmittednonverballythroughfacialexpressions,bodylanguage,headmovements,andtoneofvoice.Attendingbehaviorslettheotherknowthatyouarelisteningandpreparetheotherpartytoreceiveyourmessage.Makeeyecontact.Makeeyecontactwhendeliveringthemostimportantpartofthemessageandwhenreceivinginformation.Adjustbodyposition.Holdyourbodyerect,leanslightlyforward,andfacetheotherperson.Nonverballyencourageordiscouragewhattheothersays.Briefeyecontact,asmile,oranodprovidesencouragingcues.Frownsorscowlssignaldisapprovaloftheother’smessage.13SelectionofaCommunicationChannelVirtualnegotiationore-negotiationusesdifferentchannels.Thekeyvariationdistinguishingonecommunicationchannelfromanotherissocialbandwidth.Thereareimportantdistinctionsbetweenemailandotherformsofwrittencommunication—seenasinformalandmayuseemoticons.Negotiationthroughwrittenchannelsismorelikelytoendinimpasse.Developingrapportandsharinginformationareaspectsofface-to-facecommunication,whichmayalsoallowconveyanceoftoughness.Emailcanmaskorreducepowerdifferencesbetweennegotiators.Emailnegotiationslackschmoozing.Emailhasa“slow-tempo”whiletextingisa“fast-tempo”mediummorecloselyapproximatingoralcommunication.Sellersdobetterwithcomplexargumentsinthe“quick”medium.1410RulesforVirtualNegotiationCreateaface-to-facerelationshipbeforenegotiation.Beexplicitaboutthenormativeprocesstobefollowedduringthenegotiation.Ifothersarepresent,makesureeveryoneknowswhoisthereandwhy.Pickthechanneleffectiveatgettingdetailsonthetableforconsiderationbybothsides.Avoid“flaming”bylabelingemotionsoothersknowwhatitisandwhat’sbehindit.Formalturn-takingisnotstrictlynecessary,butsynchronizeoffersandcounter-offers.Checkoutassumptionsasinferenceswillgetyouintrouble,soaskquestions.Becarefulnottomakeunwisecommitments.Unethicaltacticsmaybeeasiertouseinvirtualnegotiation,butresisttheurge.Developanegotiationstylethatisagoodfitwiththechannelyouuse.15HowtoImproveCommunicationinNegotiationFailuresanddistortionsinperception,cognition,andcommunicationaretheparamountcontributorstobreakdownsandfailuresinnegotiation.Justasweevaluatethequalityofadeal,wecanevaluatethequalityofcommunication—itsefficiencyandeffectiveness—thatoccurs.Threemaintechniquesareavailableforimprovingcommunicationinnegotiation.Theuseofquestions.Listening.Rolereversal.16TheUseofQuestionsAskingquestionsenables

negotiatorstosecureinformationabouttheotherparty’sposition,supporting

arguments,andneeds.Manageablequestionscauseattention.Theypreparetheotherperson’sthinkingforfurtherquestions.Theygetinformationandgeneratethoughts.Unmanageablequestionscausedifficulty.Theygiveinformation.Andbringdiscussionstoafalseconclusion.Theyaremorelikelytoelicitdefensivenessandangerfromtheotherparty.Negotiatorscanalsousequestionstomanagedifficultorstallednegotiations.17Table7.2:QuestionsinNegotiationManageableQuestions.Open-endedquestions.Openquestions.Leadingquestions.Coolquestions.Plannedquestions.Treatquestions.Windowquestions.Directquestions.Gaugingquestions.UnmanageableQuestions.Close-outquestions.Loadedquestions.Heatedquestions.Impulsequestions.Trickquestions.Reflectivetrickquestions.18Table7.3:QuestionsforToughSituationsTheSituationPossibleQuestion“Takeitorleaveit”ultimatumAreyoufeelingpressuretobringthenegotiationtoaclose?PressuretorespondtoanunreasonabledeadlineWhycan’twenegotiateaboutthisdeadline?HighballorlowballtacticsWhat’syourreasoningbehindthisposition?AnimpasseWhatelsecanwedotoclosethegapbetweenoutpositions?IndecisionbetweenacceptingandrejectingaproposalWhat’syourbestalternativetoacceptingmyofferrightnow?AquestionaboutwhethertheofferyoujustmadeisthesameasthatofferedtoothersDoyoubelievethatIthinkit’sinmybestinteresttobeunfairtoyou?Attemptstopressure,control,ormanipulateShouldn’twebothwalkawayfromthisnegotiationfeelingsatisfied?19ListeningTherearethreemajorformsoflistening.Passivelistening

involvesreceivingthemessagewhileprovidingnofeedbackaboutaccuracy.Ifyourcounterpartistalkative,thebeststrategymaybetositandlisten.Acknowledgementisslightlymoreactivethanpassivelistening.Receiversmaynod,maintaineyecontact,orinterjectresponseslike“Isee.”Activelisteningisthethirdformoflistening.Receiversrestateorparaphrasethesender’smessageintheirownlanguage.Activelisteningisaskillthatencouragesotherstospeakmorefullyabouttheirfeelings,priorities,framesofreference,and,byextension,thepositionstheyaretaking.20RoleReversalRolereversalallowsnegotiatorstounderstandtheotherparty’spositionbyarguingthesep