商務(wù)談判02綜述課件

Chapter2NegotiationProcedureandStructure談判程序與結(jié)構(gòu)

11.Introductionofteammembers

介紹談判組成員2.Negotiationagendaanditsarrangement制定談判日程3.Formalnegotiation實(shí)質(zhì)性談判

4.Wrappingup談判總結(jié)ⅠNegotiationProcedure2hostteamguestteamInformation:name,officialandprofessionaltitles(職務(wù)、職稱(chēng)）,specialities（專(zhuān)業(yè)領(lǐng)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(shí)質(zhì)性談判

4.Wrappingup談判總結(jié)Reviewandconfirmationoftheagreementandresultoftalksoneachissue(alsoincludesarrangementsforfollow-upwork).61.Determineinterestsandissues確定利益與議題2.Designandofferoptions設(shè)計(jì)和提出方案3.Introducecriteriatoevaluateoptions引入評(píng)價(jià)方案的標(biāo)準(zhǔn)4.Estimatereservationpoints估計(jì)各自的保留點(diǎn)和底線5.Explorealternativestoagreement尋求達(dá)成協(xié)議的替代方案

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

71.Determineinterestsandissues確定利益與議題Negotiatorsshouldidentifytheirowninterestsandtheotherside’sinterests(speciallytheirunderlyinginterests)andfindoutwhatissuesareinvolved.2.Designandofferoptions設(shè)計(jì)和提出方案SetforthsuggestionsandoptionsGenerateanumberofoptionsbeforemakingafinaldecision3.Introducecriteriatoevaluateoptions引入評(píng)價(jià)方案的標(biāo)準(zhǔn)Fortheirowninterests,allpartieswillexamineandevaluateallsuggestedoptionsaccordingtotheirowncriteriatofindoutthemostfavorableone.

8談判協(xié)議最佳替代方案BATNA是羅杰·費(fèi)希爾（RogerFisher）和威廉·尤里（WilliamUry）在他們所著的經(jīng)典文章GettingtoYes中所提出來(lái)的。知道你的BATNA就意味著如果目前的談判沒(méi)有成功，你對(duì)應(yīng)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(jià)格（又稱(chēng)免談價(jià)格）是你在談判中所能接受的最低條件或價(jià)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(jiàn)）from$35,youwalkawayandtakeadvantageofyourBATNA.13“ZoneofPotentialAgreement”(ZOPA)可達(dá)成協(xié)議的空間。是指可以達(dá)成一樁交易的空間。談判各方的保留價(jià)格決定著可達(dá)成協(xié)議的空間的界限，該空間存在于談判各方的保留價(jià)格限度相互重疊的區(qū)域內(nèi)。ZOPA:Seriesofpointsonalinebetweenthebottomlineofbothpartieswheresettlementispossible.ZOPAPartyABottomLinePartyBBottomLineExample:一位買(mǎi)主決定購(gòu)買(mǎi)一座商業(yè)倉(cāng)庫(kù)的保留價(jià)格為$275,000(并且希望越便宜越好)。賣(mài)主決定的保留價(jià)格為$250,000(并且希望賣(mài)價(jià)越高越好)。因此，可達(dá)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(jì)各自的保留點(diǎn)和底線5.Explorealternativestoagreement尋求達(dá)成協(xié)議的替代方案Iftheagreementisimportant,negotiatorsshouldcomeupwithsomealternativesuggestionscompromisingallparties’interests.6.Reachanagreement達(dá)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(pán)2.offer發(fā)盤(pán)3.counter-offer還盤(pán)4.Acceptance接受ⅢStructureofBusinessNegotiation18ⅢStructureofBusinessNegotiation1.Enquiry詢盤(pán)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(pán)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(pán)

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(jià)）.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