1、 Chapter 4Negotiation Strategy and TacticsChapter 04Negotiation Strategy and TacticsIf we want to win a war,then sometimes we have to lose a battle or even several battles.Liu Baiyu Contents Background Information2 Section A Text Study 4 Humor5 Situational Dialogue 7 Words and Expressions1Section B
2、Text Study6 Lead-in3 Exercises8Section A What Strategy and Tactics to Choose?Chapter 04Negotiation Strategy and TacticsWords and Expressions1.bogey:n.A bogey is something or someone that people are worried about,perhaps without much cause or reason.人们无缘无故担心的问题 Age is another bogey for actresses.年龄是另
3、一个让女演员们担心的问题。2.flinch:v.If you flinch from something unpleasant,you are unwilling to do it or think about it,or you avoid doing it.退缩 The world community should not flinch in the face of this challenge.该国际团体不应该在这一挑战面前退缩。backbackWords and Expressions3.nibble:v.When an animal nibbles something,it take
4、s small bites of it quickly and repeatedly.(动物)啃啄 A herd of goats was nibbling the turf around the base of the tower.一群山羊正在啃着塔基周围的草皮。4.snow job:n.an instance of deceiving or overwhelming someone with elaborate and insincere talk 花言巧语的劝说 That new man whos running for Congress makes a lot of promises
5、what hell do for the people.But I keep having this uneasy feeling that hes only giving us a snow job.那个刚参加竞选国会议员的人做了许多保证，说他以后要为公众做些什么事。但是，我总感到不安，觉得他只不过是在欺骗我们。backbackWords and Expressions5.rapport:n.If two people or groups have a rapport,they have a good relationship in which they are able to unders
6、tand each others ideas or feelings very well.融洽 The success depends on good rapport between interviewer and interviewee.成功取决于采访者和被采访者之间的融洽。6.mimic:v.If someone or something mimics another person or thing,they try to be like them.模仿 The computer doesnt mimic human thought;it reaches the same ends by
7、different means.计算机模仿不了人类的思维；它通过不同的方式达到相同的目的。backbackWords and Expressions7.feat:n.a notable achievement 功绩,伟业 The Great Wall is a feat of Chinese people.长城是中国人的壮举。8.stagger:v.walk with great difficulty 蹒跚，步履艰难 He staggered along in the heavy snow.他在大雪中摇摇晃晃前行。9.isthmus:n.narrow strip of land joining
8、 two larger areas of land that would otherwise be separated by water 地峡 the Isthmus of Panama 巴拿马地峡10.Rear Admiral:n.naval officer holding a rank 海军少将11.viable:adj.sound and workable;feasible 切实可行的；可实施的 His plan is viable.他的计划切实可行。backbackWords and Expressions12.the writing on the wall:n.clear signs
9、 that warn of failure,disaster or defeat 失败、灾祸或覆灭的清楚的征兆 Cant you see the writing on the wall for the firms bankruptcy?你难道没看出来这家公司即将破产吗？13.extricate:v.set sb./sth.free;release sb./sth.解脱某人 某物 ；释放某人 某物 He wants to extricate himself from an unhappy love affair.他渴望自己能摆脱不快的爱情纠葛。14.ploy:n.words or actions
10、 intended to win an advantage over ones opponent(克敌制胜的)策略，手法 It was all a ploy to distract attention from his real aims.那纯粹是障眼法，用以分散人们对他真正意图的注意力。Words and Expressions15.pique:n.feeling of annoyance or hurt 恼怒，生气 He left the room in a fit of pique.他一气之下离开了房间。16.furore:n.general uproar of admiration o
11、r anger 轰动；骚动 His last novel created a furore among the critics.他最近的一部小说在评论家中引起了轰动。17.maneuver:v.guide(sb./sth.)skillfully and craftily 熟练而巧妙地引导 The maneuvering of troops got attention from other nations.军队的调动引起了其他国家的注意。Background Information1.Negotiation stylesThe most popular way to divide the typ
12、ical negotiation styles or approaches is:Competing(or Aggressive),Collaborating (or Cooperative),Avoiding,Compromise,and Accommodating(Conceding).Most negotiators have one or two preferred negotiation styles.Ideal is to be able to choose to apply the most appropriate negotiation style to each type o
13、f negotiation,and to be able to switch negotiating style depending on who you are negotiating with and other important elements of your negotiation context.backbackBackground Information2.Negotiation skills Negotiating skills include:communication,persuasion and influence,planning,strategy,tactics,p
14、rocess and systems,teamwork and many others.Since negotiation requires much face to face interaction,negotiation skills cannot be learned from a book alone.The better negotiation skills learning programs involve a great deal of role plays and feedback discussions.backbackBackground Information3.Nego
15、tiation styles(Personal)Tactics can be divided into two categories:offensive and defensive.There are ten personal styles:aggressive,compliant,passive,impassive,technical,secretive,exploitative,ambivalent,fleeting,and social styles.backbackBackground Information4.Negotiation styles(Team)Teams must ma
16、ke a conscious effort to maintain a unified front.This can be accomplished through a variety of styles,with specific choices based on member talent,cultural background,and personality type.There are five team styles:consensus,platoon,hierarchical,divide and conquer,departmental styles.1)Consensus2)P
17、latoon3)Hierarchical4)Divide and conquer5)DepartmentalbackbackBackground Information5.Opening strategyOpening strategy involves:agenda arrangement,role division of team member,time and place,tuning relationship between counterparts,seeking proactive situation（1）Agenda arrangement strategy（2）Role act
18、ing strategy（3）Time and place strategy（4）Relation establishing strategy（5）Seeking proactive situation strategybackbackBackground Information6.Offering strategyOffer is the basis and precondition of bargaining.Basic principle of offering:to find out the best balance point between gained benefit and t
19、he possibility of successfully being accepted by the rivals.High price offering strategy.Bait price offering strategy.Back and fill offering strategy.Picky offering strategy.Addition offering strategy.Division offering strategy.Bidding up offering strategybackbackBackground Information7.Bargaining s
20、trategyBargaining usually is divided into three steps.At different steps,there are different bargaining ways to be used:At the first step:at the beginning,since knowing little about the concrete situation of the sellers offering,so overall bargaining is the best choice for strategy.That is,asking th
21、e counterpart to change the offer wholly.At the second step:pertinent bargaining,item by item.At the third step:strategic analysis of the response of rivals.backbackBackground Information8.Bidding strategyBidding should be based on overall analysis of offers,on reaction of the rivals to your bargain
22、ing,on the information you have,on comparative data of the negotiated target.Weight for bidding comes from the comparatively weak points of counterparts offer.The purpose of bidding is not only to put forward the difference with the rivals offer,but also to make the rival to admit these differences
23、and get closer to reciprocal agreement.So,the general requirement of bidding starting point is,that it can keep the negotiation continue,at the same time it will impose certain pressure on the rival to influence or change the rivals judgment.backbackBackground Information 8.Bidding strategyThere are
24、 three factors to be considered in deciding the bidding starting point:moisture degree of the offer,the difference to own price target,bidding times.Ways of bidding:In respect of price evaluation,two ways can be used:bidding by contrast,bidding based on calculation of cost.In respect of the amount o
25、f each bidding,there are two ways available:bidding item by item;collective bidding.backbackBackground Information9.Concession strategySpecial concession skills:Condition-added concession:your concession is made under the condition that the rival makes concession;the rivals must make the concession
26、according to your demand.Loss-less concession:without substantial concession.Tit-for-tat concession:where you make an initial unilateral concession,but make no further concessions until they respond.backbackBackground Information9.Concession strategySkills for refusing and denying:Limited power;Prop
27、osing questions;By compensation;Condition-added;Humorous tone;Yes butbackbackBackground Information10.Deadlock dealing strategy（1）Reasons for deadlock（2）How to avoid deadlock（3）Skills in deadlock resolving（4）Deadlock makingbackbackLead-in A large company in the UK is buying an important set of Data
28、Base software to use as the underlying engine for all of its IT applications.Once this software is purchased and installed,replacing it would be nearly impossible because of technical and financial reasons.While most IT manufacturers claim that their software is portable and easy to change,reality d
29、ictates otherwise.The price also runs into millions of pounds with huge yearly maintenance fees that are never ending and in fact increase every year.The technical department worked with a familiar supplier before and has recommended its software to the management.Any half-decent buyer knows very we
30、ll that under these circumstances getting a good deal is an up-hill struggle.The technical department is now asking the buying organization to begin the negotiation with the said supplier to achieve the best possible deal for the company.backbackLead-inWhat negotiating strategy and tactics could be
31、adopted to deal with this situation?QuestionbackbackSection A What Strategy and Tactics to Choose?Text StudyNegotiation strategyFive basic negotiation strategies Negotiation tacticsbackbackMirroringBogey High-ball/Low-ball Negotiation tactics The NibblebackbackDeadlinesFlinch Good Guy/Bad GuySnow Jo
32、bSection A Discussion Questions1.What is the difference between negotiation strategy and negotiation tactic?2.How do you understand the importance of relation and result in negotiation?3.Please discuss the lead-in case and work out a proper negotiation strategy.backbackHumor:The Sunshine to LifeMidw
33、ay TacticsThree competing store owners rented adjoining shops in a mall.Observers waited for mayhem to ensue.The retailer on the right put up huge signs saying,“Gigantic Sale!”and“Super Bargains!”The store on the left raised bigger signs proclaiming,“Prices Slashed!”and “Fantastic Discounts!”The own
34、er in the middle then prepared a large sign that simply stated,“ENTRANCE”.backbackSection B Negotiation Strategies and Tactics in PracticeQuestions for Consideration1.Why is Wal-Mart considered to be a hardball negotiator?2.What negotiation tactics did Tom Muccio of P&G use?3.Should small and large
35、firm take different trategies when negotiating with Wal-Mart?backbackSituational Dialogue in NegotiationQuality and quantity are key terms in business negotiations.Quality terms are concerned with the grade or quality level of products.Quantity refers to the number or units the buyer wants to purcha
36、se.Both quality and quantity can affect the price.The better the quality is,the higher the price is.There are also different quantitative discounts according to the order sizes.Dialogue sampleDialogue sampleA:Please take your seat.B:Thank you.A:After attending our new product launch meeting,you must
37、 have a detail idea about our products.Now please let me know what kinds of flowers you are interested.Quality and QuantitybackbackQuality and QuantityB:Yes,your flowers are pretty beautiful and leave me a deep impression.And Id like to get the ball rolling by talking about the price.What prices wil
38、l you offer for these Ive marked?A:Before we quote price,please tell me how many flowers you are going to buy.B:For No.10 wed like to purchase 1500 units,No.20,1,000 units and 1,000 units for No.30.A:The usual price for No.10 is 25 USD,for No.20,35,and No.30,50 USD.They are all on the trade term of
39、CIF Sydney.B:I think its unacceptable for us.You know the market has shrinked a lot during the economic recession period.A:We understand it,but you know these flowers are good for value.And they are newly cultivated after we tried a lot for genetic transplant.I believe you know the cost we spent.Sit
40、uational Dialogue in NegotiationbackbackQuality and QuantityB:Yes,I know that,its because of that,I hope we can cooperate to open the market.If the price is reasonable,the large volume sales will be easy to reach,and that can remedy your large cost,right?A:Considering its the first time we do busine
41、ss and long-term cooperation in future,we can cut the price which we usually dont do.B:Then how about 22,30 and 45 USD?A:That will leave us a little of margin,but increase 500 hundreds units for each kind,we can make it.B:Thats hard for us,you know it is a large size,and we cant keep them for a long
42、 time.Situational dialogue in negotiationbackbackSituational dialogue in negotiationWork in pairs with the following situation.Mr.Smith is the manager of a large supermarket in South Korea.He wants to purchase Fuji apples regularly from your company,a fruit exporting firm located in Yantai.Discuss t
43、he quality and quantity of apples with Mr.Smith and try to reach an agreement.Role-play Task backbackExercises 1)Negotiators who adopt accommodating strategy aim to build a good relation with their counterparts and pay less attention to the results of a particular negotiation._ 2)Strategy lays out t
44、he goals that need to be accomplished and the ideas for achieving those goals,while tactics are the meat and bread of the strategy,which are the “doing”aspect that follows the planning._ 3)Its rather important to establish good relationship with the rivals after the negotiation ends._ 4)Those who at
45、tach less importance to the result of the negotiation may think that its worthy of so much time and trouble for this negotiation._ 1.True or false.backbackF FT TT TT TExercises 5)Negotiation tactics are the detailed methods employed by negotiators to gain an advantage over other parties._ 6)Negotiat
46、ion strategy refers to the overall arrangement of approaches or prepared plan of actions to be taken in business negotiation in order to achieve a specific goal or objective._ 7)Collective strategy means that negotiation parties make concessions mutually to reach an agreement._ 8)Offensive tactics a
47、re used by negotiators to take the initiative in negotiation._ 9)Negotiators may use technical language or jargon to mask a simple answer to a question asked by a non-expert which is a typical tactics of flinching._ 1.True or false.backbackF FT TT TT TF FExercises 10)The method of nibbling takes adv
48、antage of the other partys desire to close by adding extra terms step by step._ 1.True or false.backbackT TExercises1)_are silence,side-stepping,concessions,the yes-but technique,straw issues and so on.2)Negotiators who adopt _ aim to build a good relation with their counterparts and pay less attent
49、ion to the results of a particular negotiation.3)_ takers try to achieve favorable business results while remain a sound relation with their negotiating counterparts.4)Negotiators use the _ to pretend that an issue of little or no importance is very important.5)In essence,_ is using the law of relat
50、ivity to attract cooperation.6)_ is also called win-lose negotiation.2.Complete the sentences with the words from the box.backbackc cb bf fd da ae ea.good guy tactic b.collaborative strategy c.bogey tacticd.defensive tactics e.accommodating strategy petitive strategy Exercises1)Have you ever had any
