商務談判02綜述課件

Chapter2NegotiationProcedureandStructure談判程序與結構

11.Introductionofteammembers

介紹談判組成員2.Negotiationagendaanditsarrangement制定談判日程3.Formalnegotiation實質性談判

4.Wrappingup談判總結ⅠNegotiationProcedure2hostteamguestteamInformation:name,officialandprofessionaltitles(職務、職稱）,specialities（專業(yè)領域）,majorresponsibilityetc.1.Introductionofteammembers介紹談判組成員3

GuestSide

HostSideICNCNI42.Negotiationagendaanditsarrangement

安排談判日程SettingNegotiationAgenda

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

3.Formalnegotiation實質性談判

4.Wrappingup談判總結Reviewandconfirmationoftheagreementandresultoftalksoneachissue(alsoincludesarrangementsforfollow-upwork).61.Determineinterestsandissues確定利益與議題2.Designandofferoptions設計和提出方案3.Introducecriteriatoevaluateoptions引入評價方案的標準4.Estimatereservationpoints估計各自的保留點和底線5.Explorealternativestoagreement尋求達成協(xié)議的替代方案

6.Reachanagreement達成最終協(xié)議ⅡGeneralStructureofNegotiation

71.Determineinterestsandissues確定利益與議題Negotiatorsshouldidentifytheirowninterestsandtheotherside’sinterests(speciallytheirunderlyinginterests)andfindoutwhatissuesareinvolved.2.Designandofferoptions設計和提出方案SetforthsuggestionsandoptionsGenerateanumberofoptionsbeforemakingafinaldecision3.Introducecriteriatoevaluateoptions引入評價方案的標準Fortheirowninterests,allpartieswillexamineandevaluateallsuggestedoptionsaccordingtotheirowncriteriatofindoutthemostfavorableone.

8談判協(xié)議最佳替代方案BATNA是羅杰·費希爾（RogerFisher）和威廉·尤里（WilliamUry）在他們所著的經典文章GettingtoYes中所提出來的。知道你的BATNA就意味著如果目前的談判沒有成功，你對應該做什么和將要發(fā)生什么心中有數(shù)。WhatyouwilldoifanagreementisNOTreachedWhatisthebestresultyouwouldgetifyouwalkedawayfromthisnegotiation?Ifyoudon’tsellyourhouse,whatwillyoudowithit?Keepitonthemarketindefinitely;Rentitout;Letsomeonehouse-sit(代為照管房屋）

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(終止)missionStatusQuo(現(xiàn)狀）

12

ReservationPrice(bottomline)

保留價格（又稱免談價格）是你在談判中所能接受的最低條件或價格。TheleastfavorablepointatwhichonewillacceptadealThe“walk-away”Example:youarelookingforlargerofficespace.YousetyourBATNAat$20/SFandyourReservationPriceat$30/SF（squarefoot平方英尺）Ifownerwon’tbudge（改變態(tài)度或意見）from$35,youwalkawayandtakeadvantageofyourBATNA.13“ZoneofPotentialAgreement”(ZOPA)可達成協(xié)議的空間。是指可以達成一樁交易的空間。談判各方的保留價格決定著可達成協(xié)議的空間的界限，該空間存在于談判各方的保留價格限度相互重疊的區(qū)域內。ZOPA:Seriesofpointsonalinebetweenthebottomlineofbothpartieswheresettlementispossible.ZOPAPartyABottomLinePartyBBottomLineExample:一位買主決定購買一座商業(yè)倉庫的保留價格為$275,000(并且希望越便宜越好)。賣主決定的保留價格為$250,000(并且希望賣價越高越好)。因此，可達成協(xié)議的空間(ZOPA)就在$250,000到$275,000之間。14B’sTargetB’sReservationPriceA’sTargetA’sReservationPriceBwouldliketopay$10forahamburgerAwillnotacceptlessthan$15forahamburgerThisisthe“ZoneofPossibleAgreement.”Ifnegotiationsdonotfallapartforotherreasons,thesalepricewillfallbetween$15and$20.Awouldliketoget$25forahamburger.Bwillnotpaymorethan$20forahamburger.ZoneofPossibleAgreement(ZOPA)154.Estimatereservationpoints估計各自的保留點和底線5.Explorealternativestoagreement尋求達成協(xié)議的替代方案Iftheagreementisimportant,negotiatorsshouldcomeupwithsomealternativesuggestionscompromisingallparties’interests.6.Reachanagreement達成最終協(xié)議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詢盤2.offer發(fā)盤3.counter-offer還盤4.Acceptance接受ⅢStructureofBusinessNegotiation18ⅢStructureofBusinessNegotiation1.Enquiry詢盤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發(fā)盤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還盤

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（最低價）.Ifyoufinditunworkable,wehavenootherchoicebuttocallthedealoff.27A:Well,wemayacceptyourpriceonlyifyoucanmakeanearliershipment.C:Wecanmanage.A:Allright,weagreetoconcludethetransactionattheprice.C:Thanks.4.Acceptance接受

Inbusinesslaw,anacceptanceistheassenttothetermsofanoffer,requiredbeforeacontractcanbevalid.Anacceptancecanonlybemadeintheformofastatementoranyotherconduct(行為)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