1、第一篇 谈判的基础知识1 谈判:心灵与智慧2 谈判流程（程序与结构）3 谈判准备：谈判之前干什么？4 分配式谈判：分割馅饼5 公平的力量6 双赢谈判：扩大馅饼7 合作原则谈判8 利益分配法则4 Distributive Negotiation:Slicing the Pie 4.1 The Negotiation Dance 4.2 The Bargaining Zone 4.3 Pie-Slicing Strategies 4.4 The Most Commonly Asked Questions 4.5 Saving Face第四章 对立性谈判：分割馅饼4.1 谈判之舞4.2 议价区间4.
2、3 馅饼分割策略4.4 常见问题4.5 挽回面子 4.1 Negotiation Dance The entire process of making an opening offer and then reaching a mutually agreeable settlement is known as the negotiation dance.Unfortunately,most of us have never taken dance lessons or know what to do once we find ourselves on the dance floor.4.1 Ne
3、gotiation Dance 4.1 谈判之舞 谈判之舞（Negotiation Dance）：从初始报价到最后达成可接受协议的整个过程。遗憾的是，大多数人 从不参加舞蹈课，或者 不知道一旦置身于舞池之中应该做什么。Should we lead?Should we follow?A few hard-and-fast rules of thumb apply,but the negotiator must make many choices that are not so clear-cut.We wrestle with these issues in this chapter.我们应该领
4、舞吗？我们应该跟着别人跳舞吗？一些严格的经验法则可以应用，然而，谈判者则需要做很多并非如此清晰明确的选择。我们将在本章对此进行深入阐述。Negotiations,according to strategies and tactics,may fall into two categories:distributive negotiation and integrative negotiation.谈判类型的划分方法很多。本课程按照：战略 策略 把谈判分为两类：对立性谈判（Distributive negotiation）合作性谈判（Integrative negotiation）Distribu
5、tive negotiationDistributive negotiation also be called:competitive distributive negotiation win-lose negotiation or zero-sum game 分配性谈判分配性谈判 （对立性谈判、两分法谈判、赢输谈判）分割馅饼 分配稀缺资源 力争各自的利益最大化 零和博弈（zero-sum game）：谈判双方的利益之和是一个常数。一方利益的获得以另一方利益的失去为代价。Integrative negotiationIntegrative negotiation also be called:
6、cooperative integrative negotiation win-win negotiation or non zero-sum game 整合型谈判整合型谈判 （合作性谈判、双赢谈判）扩大馅饼 创造价值 所有创造性的机会都被利用 充分协调各方利益 非零和博弈（non zero-sum game）：谈判双方的利益之和是一个变数。各方都能多得。1)Distributive Negotiation Negotiators distribute scarce resources (money,controlling power,options etc.)between each oth
7、er.1)Distributive Negotiation 1）分配性谈判 谈判者们在彼此之间 分配稀缺资源。如：金钱 控制权 选择权（期权）等 In this chapter,we focus on how negotiators can best achieve their outcomes economic (e.g.,money and resources)as well as social (e.g.,preserving relationships and building trust).本章中，我们着重介绍谈判者如何尽力获取成果，包括：经济成果（利益）（如：金钱和资源）社会成果（
8、利益）（如：维护关系和建立信任）。We also provide several examples of how these strategies are used in actual business negotiations.In this chapter,we address the question of how best to claim resources.我们会举些说明，这些策略在实际商务中的应用。本章中，我们解决如何尽力索取资源的问题。（即：分割馅饼）This chapter discusses who should make the first offer,how to re
9、spond to an offer made by the other party,the amount of concessions to make,and how to handle an aggressive negotiator.本章将探讨以下问题：应该由谁先出价，如何应对对方的报价 做出多少让步才恰当，如何对付攻击性强的谈判者。2）Win-Win Negotiations Although this chapter deals with slicing the pie,it is important to realize that most negotiations involve
10、a win-win aspect(expanding the pie),which we discuss in detail in the next chapter.However,even in win-win negotiations,the pie of resources created by negotiators eventually has to be sliced.2）Win-Win Negotiations 2）双赢的谈判 尽管本章主要讲述的是分馅饼的问题，但是大多数谈判都涉及到双赢状况（扩大馅饼）。我们将在下一章具体探讨这个问题。然而，即使在双赢的谈判中，谈判者所创造的资源
11、馅饼最终也不得不被分割。4.2 The Bargaining Zone and the Negotiation Dance You analyzed the negotiation situation as best you can.You thought about your target point and your BATNA in realistic fashion,developed a reservation point,and used all available information to assess the counterpartys BATNA.Now,it is ti
12、me for face-to-face negotiation.4.2 The Bargaining Zone and the Negotiation Dance4.2 议价区间和谈判之舞 你尽可能地分析了谈判形势。你考虑了 真实情形中自己的目标点和BATNA，设置了保留点，并且依据所有可利用的信息评估了对方的BATNA。现在，到了面对面谈判的时候了。Typically,negotiators target points do not overlap:The seller wants more than the buyer is willing to pay.However,it is oft
13、en(but not always)the case that negotiators reservation point do overlap,meaning that the most the buyer is willing to pay is more than the least the seller is willing to accept.通常情况下，谈判者的目标点不会重叠。卖方会争取高价，买方想出低价。然而，有时候谈判者的 保留点却会相互重叠。即买方愿意出的价格高于卖方可以接受的价格。Under such circumstances,mutual settlement is p
14、rofitable for both parties.However,the challenge of negotiation is to reach a settlement that is most favorable to oneself and does not give up too much of the bargaining zone.这种情况下，达成共识的协议对双方都有利。但是，谈判的挑战在于，如何在不失去过多的议价区间的前提下，达成对自己尽可能有利的解决方案。双方的首次出价设定了双方继续谈判的范围 在谈判中，双方将逐渐向对方的出价靠拢 填补双方的价差 逐渐朝着最后双方都能接受
15、的价格移动。而最终双方达成的成交价格一般 低于卖方的起始价格 而高于买方的起始价格 卖方的起始价格成交价格买方的起始价格 4.2.1 The Bargaining Zone The bargaining zone,or zone of possible agreements（ZOPA）,is the range between negotiators reservation points.4.2.1 The Bargaining Zone 4.2.1 议价区间 议价区间（讨价还价区间）（The Bargaining Zone）或：可协议区间（Zone of Possible Agreement
16、s，ZOPA）：指的是谈判双方保留点之间的重叠区域。The final settlement of a negotiation will fall somewhere above the sellers reservation point and below the buyers reservation point.The bargaining zone can be either positive or negative.谈判的最终结果就会落在以下两点之间的某处：高于卖方的保留点，而低于买方的保留点。议价区间 可以是正数，也可以是负数。Bargaining ZoneSellers Targe
17、t Point Sellers Bargaining RangeBuyers Target Point$5$15$10$20Positive Bargaining Zone$5Buyers Bargaining RangeBuyers Bottom OfferSellers Bottom Offer议价区间卖方 目标点 卖方的议价范围买方目标点$5$15$10$20议价区间$5买方的议价范围买方底价卖方底价 1）A Positive Bargaining Zone In a positive bargaining zone,negotiators reservation points over
18、lap,such that the most the buyer is willing to pay is greater than the least the seller will accept.This overlap means that mutual agreement is better than resorting to BATNAs.1）A Positive Bargaining Zone 1）正议价区间 在正议价区间内，谈判者的保留点是互相重叠的。即：买方愿意出的最高价格高于 卖方愿意接受的最低价格。这个重叠区域意味着如果达成一致同意的协议，要比采用BATNA更好一些。Pos
19、itive Bargaining ZoneSellers Target Point Sellers Bargaining RangeBuyers Target Point$5$15$10$20Positive Bargaining Zone$5Buyers Bargaining RangeBuyers Bottom OfferSellers Bottom Offer正议价区间卖方 目标点 卖方的议价范围买方目标点$5$15$10$20正议价区间$5买方的议价范围买方底价卖方底价 If the parties fail to reach agreement in this situation,t
20、he outcome is an impasse and is suboptimal because negotiators leave money on the table and are worse off by not reaching agreement than reaching agreement.如果在这种情况下，双方未能达成一致。其结果将会是 僵局 是不理想的。因为 谈判者把该赚的钱丢在了谈判桌上，并且本应达成的协议未能达成，从而，使情况更糟。2）The Negative Bargaining Zone In some cases,the bargaining zone may
21、 be nonexistent or even negative.However,negotiators may not realize it and may spend fruitless hours trying to reach an agreement.This situation can be costly for negotiators;during the time in which they are negotiating,their opportunities may be worsening(i.e.,negotiators have time-related costs)
22、.2）The Negative Bargaining Zone 2）负议价区间 有时候，这个议价区间 可能并不存在，或者 甚至是负数。然而，谈判者可能并没有意识到这一点，而徒劳地花费了好几个小时试图达成协议。在这种情况下，谈判者付出的代价可能很大，其机会可能就在谈判中慢慢失去（时间成本）。Negative Bargaining ZoneSellers Target Point Sellers Bargaining RangeBuyers Target Point$5$15$10$20Negative Bargaining Zone-$5Buyers Bargaining RangeBuyers
23、 Bottom OfferSellers Bottom Offer负议价区间卖方 目标点 卖方的议价范围买方目标点$5$15$10$20负议价区间-$5买方的议价范围买方底价卖方底价 The negative bargaining zone indicates that there is no positive overlap between the parties reservation points.In this situation,negotiators should exercise their best alternative to agreement.负议价区间表明 双方保留点之
24、间不存在正数的重叠。在这种情况下，谈判者们应试着运用其最佳替代方案来达成协议。Because negotiations are costly to prolong,it is in both parties interests to determine whether a positive bargaining zone is possible.If not,the parties should not waste time negotiating;instead,they should pursue other alternatives.由于谈判的拖延代价巨大，因此，尽快确定是否存在正议价区
25、间 对谈判双方都有好处。如果不存在正议价区间，那么谈判双方都不应该再浪费时间继续谈判了，而应该另谋他法。4.1.2 Bargaining Surplus Mutual settlement is possible when parties reservation points overlap and impossible when parties reservation points do not overlap.Bargaining surplus is the amount of overlap between parties reservation points.4.1.2 Bargai
26、ning Surplus 4.1.2 议价盈余 当双方的保留点相互重叠时，就可能达成一致协议；当双方的保留点不重叠时，则无法达成协议。议价盈余（Bargaining Surplus）：指双方保留点之间相互重叠的数额。It is a measure of the size of the bargaining zone.(what we refer to in this chapter as“the pie”)The bargaining surplus is a measure of the value that a negotiated agreement offers to both par
27、ties over the value of not reaching settlement.它是衡量 议价区间大小（馅饼的大小）的一个尺度。议价盈余衡量的是 相对于谈判失败而言，谈判达成协议时带给双方的价值。Sometimes the surplus is very large;other times it is very small.Skilled negotiators know how to reach agreements even when the bargaining zone is small.有时议价盈余很大，有时却非常小。经验丰富的谈判者懂得 如何在议价区间很小的情况下达成
28、协议。4.1.3 Negotiators Surplus Negotiated outcomes will fall somewhere in the bargaining zone.But what determines where in this range the settlement will occur?Obviously,each negotiator would like the settlement to be as close to the other partys reservation point as possible,thereby maximizing his or
29、 her slice of the pie.4.1.3 Negotiators Surplus 4.1.3 谈判者的盈余 谈判的结果将落在议价区间的某个点上。但是，最终落在哪个点上是由什么决定的呢？很明显，每一方都想让这个点尽可能靠近对方的保留点，这样可以使自己的那块馅饼最大化。The best possible economic outcome for the negotiator is one that just meets the counterpartys reservation point,thereby inducing the other party to agree,but a
30、llows the focal negotiator to reap as much gain as possible.谈判者所能获得的最佳经济成果，就是使谈判结果正好等于对方的保留点。从而，使得对方同意交易，又令自己获得了最大收益。This outcome provides the focal negotiator with the greatest possible share of the resources to be divided.In other words,one person gets all or most of the pie.这样的结果，使该方谈判者得到了可分资源中的最
31、大份额。换句话说，一方获得了全部或者大部分的馅饼。1）The Negotiators Surplus The negotiators surplus is the positive difference between the settlement outcome and the negotiators reservation point.The total surplus of the two negotiators adds up to the size of the ZOPA or bargaining surplus.1）The Negotiators Surplus 1 1）谈判者盈
32、余 谈判者盈余（Negotiators Surplus）：指成交点与谈判者的保留点之间的正数差。双方谈判者盈余相加之和 就是协议区间的大小。即议价盈余的大小。Obviously,negotiators want to maximize their surplus in negotiation;surplus represents resources in excess of what is possible for negotiators to attain in the absence of negotiated agreement.显然，谈判者在谈判中 总是想让自己的盈余最大化。当未能达成
33、协议时，盈余就代表了 超出谈判者所能获得的那部分资源。Bargaining Range and SurplusSellers Target Point Sellers Bargaining RangeBuyers Target Point$15$19$16$20Positive Bargaining Zone$3Buyers Bargaining RangeBuyers Bottom OfferSellers Bottom OfferSellers SurplusBuyers SurplusSettlement议价范围和盈余卖方目标点 卖方的议价范围买方目标点$15$19$16$20正议价区间
34、$3买方的议价范围买方底价卖方底价卖方盈余买方盈余成交点 2)The Mixed-Motive The fact that negotiated settlements fall somewhere in the ZOPA and that each negotiator tries to maximize his or her share of the bargaining surplus illustrates the mixed-motive nature of negotiation:2)The Mixed-Motive 2）混合动机 谈判的混合动机（mixed-motive）特性体现
35、在：谈判成交点落于可协议区间的某点上，每个谈判者都试图使他的议价盈余额最大化。Negotiators are motivated to cooperate with the other party to ensure that settlement is reached in the case of a positive bargaining zone,but they are motivated to compete with one another to claim as much of the bargaining surplus as they can.因此，当正数议价区间存在时，谈判
36、者会主动与对方合作以确保达成协议。但又彼此竞争，以尽可能争取更多的议价盈余。4.3 Pie-Slicing Strategies The most frequently asked question about negotiation is,“How can I achieve most of the bargaining surplus for myself?”4.3 Pie-Slicing Strategies4.3 馅饼分割策略 关于谈判，最常见的问题就是：“我怎样为自己争取最多的议价盈余呢？”4.3.1 An Information Deficit However,the abilit
37、y to claim bargaining surplus is easier said than done.How do you get information about the other partys reservation point?4.3.1 An Information Deficit 4.3.1 信息缺乏 然而，争取议价盈余的能力 说起来容易，做起来难。你怎样才能得到 对方保留点的信息呢？1)They will not Reveal Their Reservation Point Most negotiators will not reveal their reservati
38、on point,but it may emerge unintentionally.1)They will not Reveal Their Reservation Point 1）他们不会透漏自己的保留点 大多数谈判者不会透漏其保留点。但它有可能在不经意间浮现。The essence of negotiation:How do people make sure they reach agreement if the ZOPA is positive but simultaneously claim as much of the pie as possible?谈判的本质：当可协议区间为正数
39、，且人们要争取更多的馅饼时，他们如何确保最终能达成协议。2)Is the Information Valid or Not?Another problem emerges as well.Even if someone reveals her reservation point,the other party has no way to verify that the first party is telling the truth.2)Is the Information Valid or Not?2）这个信息是否有效 然而，新的问题出现了。即使某人透漏了其保留点，对方也无法证明其真实性。I
40、ndeed,the most commonly used phrase in any negotiation is “Thats my bottom line.”When the counterparty tells us his or her reservation point,we are faced with the dilemma of determining whether the information is valid or not.事实上，谈判中最常见的词语就是：“这是我的底线了。”当对方告诉我们其保留点时，我们将面临着要确定 这个信息是否有效的两难处境。The negotia
41、tor is always at an information deficit because the other partys reservation point is usually not verifiable (it includes subjective factors)whereas a BATNA is based on objective factors and can therefore be verifiable.谈判者总是处于信息缺乏状态，因为 对方的保留点通常是无法证实的 （因为它会包含主观因素）而BATNA是建立在客观基础上的，可以证实。Given that“priv
42、ate”information about reservation points is inherently unverifiable,negotiation seems rather pointless.假定 关于保留点的“私密”信息根本无法证实的话，那么 谈判就似乎毫无意义了。After all,if you can never tell if the other person is telling the truth,then communication would be seen as fruitless (economists refer to such discussions as
43、“cheap talk”).However cheap talk does,in fact,matter.别忘了，如果你永远不知道对方是否在讲真话，那么交流就徒劳了。（经济学家称之为“廉价磋商”）然而，实际上，廉价磋商相当重要。Some conditions allow negotiators to be more confident about the counterpartys reservation point.Similarly,if a person says something that is not in his or her interest,we may have more
44、reason to believe it.有些情况会使谈判者 对谈判对方的保留点更有信心。类似地，如果有人说了不利于他自己的话时，我们也许更有理由相信他。This factor leads to an important cautionary note:It is not necessarily in your best interest to misrepresent your reservation point because you risk the possibility of disagreement.由此，可以得到一条重要启示：当你错报保留点时，并不一定对你有利，因为这样使你面临被
45、拒绝的风险。With regard to slicing the pie,negotiators should be willing to settle for outcomes that exceed their reservation point and reject offers that are worse than their reservation point.就分割馅饼而言，谈判者 愿意就超出他们保留点的结果达成协议 而拒绝比他们的保留点更差的价格进行谈判 However,people frequently settle for outcomes worse than their
46、 BATNA (the agreement bias)and often reject offers that are better than their BATNA (hubris).然而，人们最终达成的协议 往往还不如BATNA （即同意偏好），而经常会拒绝比BATNA更好的价格 （盲目乐观）。The key question is why such irrational behavior occurs.The problem can usually be traced to either cognitive or emotional biases.We will elaborate on
47、 some of these biases later in this chapter.关键问题是，为什么会发生这种不理智的行为呢？这个问题通常可以解释为 认知偏误 情绪偏误。我们将在本章后半部分详细说明这些偏误。4.3.2 10 Basic Strategies If negotiators follow 10 basic strategies,they can substantially increase the probability they will obtain a favorable slice of the pie.Although these strategies dont
48、come with guarantees,they are the best advice we can offer for enhancing ones ability to garner more resources for oneself.4.3.2 10 Basic Strategies 4.3.2 10项基本策略 如果谈判者能够遵循10项基本策略，那将极大增强他们分得更多馅饼的可能性。尽管这些策略不能确保万无一失，但是为了提高人们为自己争取更多资源的能力，这是我们能够给出的最好的建议了。1）Assess Your BATNA and Improve It 2）Determine Yo
49、ur Reservation Point,But Do Not Reveal It 3）Research the Other Partys BATNA and Estimate the Reservation Point 4）Set High Aspirations(Be Realistic but Optimistic)5）Make the First Offer(If you Are Prepared)6）Immediately Reanchor if the Other Opens First 7）Plan Your Concessions 8）Support Your Offers w
50、ith Facts 9)Appeal to Norms of Fairness 10)Do Not Fall for the“Even Split”Ploy 1）思考你的BATNA并加以改进 2）确定你的保留点，但不要透露出去 3）调查对方的BATNA，并估计对方的保留点 4）设定高期望值（既要现实，又要乐观）5）率先出价（如果你考虑充分的话）6）如果对方先出价，就立即重新定位 7）为让步做计划 8）运用事实来支持你的报价 9）采用公平准则 10）不要被“平均分配”的伎俩所欺骗 1）Assess Your BATNA and Improve It Many negotiation do not
