1、商务英语谈判.2nPrefacenChapter One:Preparation for N.nChapter Two:Structure and Sequence of N.nChapter Three:Negotiation Tactics/Strategy.3Preface:Introductory KnowledgenI.buyer/seller bargaining on the pricenmobility,different price,mutually satisfying agreement,own purpose,concessionna.Two elementsn i.c
2、ooperation:mutual interestn ii.conflict:interest opposed arguednb.Two directionn i.hold on or lose alln ii.give in lower reward.4nc.adjust themselves n by exchanging ideas on common interest;neither wholly satisfied;for both more beneficial.nd.integral part of business activity.n N.do not isolate in
3、 the course of selling&providing service.N.a tool to get profit.ne.time scale:n 1)N.ors preparation for N.first contact.n 2)reach agreement common interestn operated during 3rd period may cause n further N.n 3)extended period:both sides continue co.5n agreement disciplines both sides,if cooperate,ef
4、fect of bargain limited,in the long run,unfaircorrect.nf.measure of success:n notachieve max.profit n butsuccessful operation of trade.n“Good begun is half done.”Preparation/vital for the highest level of success.6nII.The definition of N.n Gerard I.Nierenberg,author of the first book on the formaliz
5、ed process of N,The Art of N.ing,stated,“Whenever people exchange ideas with the intention of changing relationships,whenever they confer for agreement,then they are N.ing.”n In modern sensein book The Roots of Sound Rational Thinking“the ability to deal with business affairs,to arrange by discussio
6、n the settlement of terms,to reach agreements through treaties and compromise,and to travel through challenging territory.”-suggests a purposeful effort to resolve problems through talking and intellectual control.7nIncluding consultation,bargaining,mediation（调解）,arbitration（仲裁）,sometimes,litigation
7、(起诉).nDifferent forms:n1)Competitive style:To try to gain all there is to gainn2)Accommodative(通融)style:To be willing to yield all there is to yieldn3)Avoidance style:To try to stay out of N.n4)Compromising style:To try to split the difference or find an intermediate point according to some principl
8、e n5)Collaborative style:To try to find the Max.gain for both parties-by exploration of the interest of both sides.n6)Vengeful style:to try to harm the othern7)Self-inflicting(自损)style:to harm oneselfn8)Vengeful and self-inflicting style:.8nIII.Principle of Trust in N.n1.Trust important.Divided into
9、 three types:n1)Deterrence(威慑)-based trust:think to be punished do or do not do sth.Based on consistency with past,which extends to:n *Calculus(预计)-based trust:expect to benefit if do or do not do sth.n2)Knowledge-based trust:expect the other people to act in a certain way based on the knowledge of
10、him.The expectation is based on the understanding of the other peoples action,thoughts&intents.n3)Identification(识别)-based trust:share the interests,values&concerns of the other people very well-internal(深层次).9n2.Trust Building in N.n Winning the trust the other party-key to successful N.All N.invol
11、ves risk.Sometimes when N.ors say they N.te in faith,do not really mean it or are misunderstood.Talks collapse since each side lacks it in the others competence and good intentions.n A.Facing strangers or under pressure,etc make it difficult to form trust.Peter B.Stark&Jane Flaherty listed fifteen t
12、hings in book The Only N.ing Guide Youll Ever Need to build trust.n1)Demonstrate your competencen Trust can be built by convincing opponent-you have both expertise and the will to support your end/part of the N.E.g.buying a computer,you have a higher level of trust in a salesman giving knowledgeable
13、 answers to your questions.10n2)Make sure the nonverbal signals you are sending match the words you are saying n Opponent can tell more about your total message by reading and understanding the nonverbal you are sending than by just listening to your words.n3)Maintain a professional appearance n A w
14、ell-groomed professional appearance is important.Further enhance your appearance with good posture,a careful choice of words,a clear confident voice and eye contact.n4)Communicate your good intentionsn People tend to give greater leeway(room)to an individual if they know his intentions are good.Emph
15、asize that opponents needs and goals are important to you and that you will do whatever it takes to create a lifelong win-win relationship.11n5)Do what you say you are going to don Keep your promises and honor your commitments.Your reliability may be the most important factor in opponents decision t
16、o N.te with you again at a later date.n6)Go beyond the conventional relationshipn The example is that when a N.or needed more time to study a contract that was unfamiliar to him,opponent not only allowed him more time,but also offered him samples of the contract to study.By doing so,the counterpart
17、went well beyond the conventional relationship.Thus the trust between them built up quickly.n7)Listenn Listen openly to opponent s ideasn Encourage opponent to exchange ideas.n Get complete information before expressing your opinion.12n8)Over-communicate n When N.s get tough,the natural tendency is
18、to communicate less.Resist that tendency.n9)Discuss the indiscussiblesn There are issues difficult to address.Salary is one example.But discussing these types of issues helps build trust and eliminate future problems.n10)Provide accurate information,without an hidden agendan Each opponent has to hav
19、e enough information to make good decisions that meet both N.ors goals.n Give opponent information on both sides of the issue,not just the side you prefer.n Admit it when you do not have all the answers.13n11)Be honesteven when it costs you sth.nIf opponent has made a mistake in adding his figures,t
20、ell him.If you have made a mistake in your calculations or decision-making,admit it.n12)Be patientn Patience breeds trustand better decisions.n13)Uphold fairnessn It is your responsibility to ensure that your counterpart gets a fair outcome.If you make sure everyone goes away happy,you will earn you
21、rself a good reputation as a N.or.n14)N.te for abundance,not scarcityn Focus on creating a bigger pie.If your counterpart in a N wants you to lower the price not refusing,consider agree it if he buy more products or extend the length of the contract.n15)Take calculated risks n One of the fastest way
22、s to build trust in a relationship is to be willing to take calculated risks.14nB.Maximizing Joint Gainn Trust hard to build,easy to destroy,difficult to regain.Believing that the other party is competent and trustworthy allows N.ors to take the risks that are necessary to achieve N.ted outcomes,and
23、 to implement agreements in ever-changing social,economic,and political environments.When profit,security,or peace depends upon the motives and actions of another party,trust becomes essential.n Fortunately,by applying the principles and strategies above,N.ors can build the trust that is necessary f
24、or a N.to yield max.joint gain.15n#Case studyn An author N.ing with a literacy agent right to sell the book.Agent told him-commission higher in international deals than domestic ones.First,the higher international rate sounded arbitrary(任意的)-a sneaky(鬼祟的)way to gain money from him.But agent explain-
25、she had to charge a higher commission for an international deal split money with the agent in the foreign country.Her net commission be lower.Though this explanation had no impact on the writers bottom line,it made the author like the agent and trust her even more.nWhat strategies did the agent use
26、to build trust in her relationship with the author?nexplained her demands,provided accurate information honest.16n In 1996,the executives at Boeing Aircraft N.te with suppliers.In an effort to make the production of the 717 profitable,Boeing asked its suppliers to cut their prices by 20 to 30%.This
27、was bold(大胆的)move,since the suppliers prices were competitive.Although not all suppliers were interested,almost everyone agreed that if the plane could not be produced profitable,everyone,including the suppliers,would lose.In return for the lower prices,Boeing promised to outsource(外购)as much work a
28、s possible to the suppliers and do more business with each of them in the future.Thus,an agreement was reached.nWhat strategies did Boeing apply to the negotiation?nN.ing for abundance,focusing on creating a bigger pie,both sides happy.17nIV.Modules(环节)of Business N.n Four modules:Enquiry and reply,
29、offer and counter-offer,acceptance and conclusion of a contract.In practice,not every N.covers all four.Offer and acceptance is usually discussed by lawyers concerning contract formation.To establish a contract,there must be bargain:in the form of offer of one side/an acceptance of that offer by ano
30、ther.n Common one,buying clothes,n You accept the price-deal.n Do not accept counter-offer.18n1)Enquiry&ReplynAn executive of a company wishing to obtain goods from overseas must make sure:n company can best supply goods,n reputation,n price,n terms they offer,n time for delivery,n potential supplie
31、rsn After that,he will give out enquiry,then suppliers make reply.N.has begun.n If enquiry is made,party is liable to buy.The other party can make no reply.But according to business practice,the other party should respond without delay in form of quotation,offer,bid.19nA.Enquiry can be of two types:
32、n 1.General enquiry n Buyer asks for general information:n catalogue,price listquotation sheets,sample,illustration,photo,etcn2.Specific enquiryn Buyer points to the product(s)he wants:n the name of the commodity,the specifications,the quantity,the unit price FOB(free on board)or CIF(cost,insurance,
33、freight),the time of shipment,the terms of payment and may request an offer.n enquiry can be made by:post office mail,fax,e-mail,phone,courier service(信使).20n3.Quotationn A indication of price without obligation.n A satisfactory one includes:n a.Details on prices,discounts and terms of payment.n b.C
34、lear indication of what the prices cover(e.g.freight,insurance,etc.)n c.An undertaking(promise)as to the date of delivery or time of shipment.21nB.Guidelines for Making Enquiries Professionallyn 1.Before enquire about products,note:n The estimated quantity youre going to order.n The terms of pricing
35、 you want(CIF or FOB)n The destination air/sea port for CIF or C&F(cost&freight)quotations that is most convenient for your business.n2.If first enquiry,you should also say sth.n About how the suppliers name is obtained and some details of his own business,so it is clear he is a client who should be
36、 taken seriously.There is no need for long,overpolite phrases and still less for humility.n3.Enquiries should be addressed to the company instead of an individual to receive quick attention.22n4.The enquirer should be reasonable in the information requested and clear on details,n Including prices,di
37、scounts,terms of payment,and the length of time required for delivery-he can expect an equally clear answer.n5.Most letters of enquiry are short and simple,so that many firms have adopted the practice of sending printed enquiry forms,thereby eliminating the need for a letter.23nC.Guidelines for Repl
38、ying Enquiries Professionallyn1.Make sure that quotation is correct and exact.If cant reply correctly in the short-term,need to inform the buyer that you received his message,the reason for late,exact time to reply.n2.When reply,focus on what you can do.Introduction of your company,advantage of it,a
39、lso company name,established year,total capital,annual sales,contact person,phone and fax number,etc.n3.Set up product catalogue list.Better with clear photos of product.Describe each kind of product with details,including:product name,specification,model,minimum orders,key contact person,price,inte
40、rnational standard and technical parameters,etc.24n4.If you want to increase sales,the reply must now fulfill the function of a salesman:n It must contain information which will sustain the enquirers interest and persuade him to place an order.You can even provide additional information that is not
41、requested by the customer but relevant.n5.The secret to converting an enquiry into a real order is to make the buyer reply as soon as possible.n Through a simple buyers enquiry,you can establish a communication channel promptly.The following examples may work well:n I can introduce the product your
42、competitor asked for.n I can make some special samples for you if you reply.n I can introduce the 1,500 kinds of products to you if you reply.n If you want samples,please reply.25nD.When not to N.te(ways of saying“no”):n People say different things when they really know the answer is“no”:n“Ill see w
43、hat I can do.Ill let you know.nMaybe.Ill find out.Ill ask.n You could call head office and ask;they have more authority than I.”n If demand not possible,too commercially demanding,or not reasonable for any reason,we must kill it there and then,or itll bother you.Not negotiate if there are unrealisti
44、c demands at any stage.Reason:n It prevents you having to concede unnecessarily.n It avoids raising false hopes-make it difficult for us to satisfy later.n It stamps(破坏)your personal authority and professionalism.n Then you should say clearly,honestly,“No,Im afraid not.”.26nCase study n I have a pro
45、blem with a supplier who is the sole supplier of our organization.The supplier manufactures various items for us which are used in our products.Now the supplier is insisting a price increase of about 50%without any justification.We are a government-owned organization involved in manufacturing severa
46、l products for our clientswhich are other industrial concerns.nHow should we approach this situation given our organizations limited annual budget?n1st,examine your BATNA,your best alternative to a negotiated agreement,which can tells you what choice you can make to improve a situation.n(If other su
47、ppliers can offer the same items for your product especially abroad.Or if your product can be redesigned to avoid using that material.If both are not OK,you can tell the supplier that the increase will harm long-term relationship.Dont hesitate to express your disappointment,even anger.If you simple
48、accept the increase without objecting,you are inviting more the same in the future.).27n2)Offer&Counter-offernA.If there is no offer in the first place,there is no acceptance,therefore no agreement.According to United Nations Convention on Contracts for Sales of Goods,a proposal for concluding a con
49、tract addressed to one or more specific persons constitutes an offer if it is sufficiently specific and indicates the intention of the offeror to be bound in case of acceptance an offer is an expression to enter into a contract.n It must:be capable of being accepted,complete,not only advertising.28n
50、 B.Two kinds of offer-soft and firmn1.firm offer:n with clear,complete and final trade termsn to specific person or personsn express or imply a definite intentionn once be accepted,both side must follow it,cant be changedn 2.soft offer:n without engagementn made with reservation with such words as“T
