[英语学习]Language Art in Business Negotiation-高光.doc

商务谈判中的语言艺术暨南大学教育学院学 生 毕 业 论 文 题 目 商务谈判中的语言艺术 学 号： 10559095490405001 专 业： 英语专业 学生姓名： 高光 指导教师： 刘霞 二0一一年 11 月商务谈判中的语言艺术诚 信 声 明我声明，所呈交的毕业论文是本人在老师指导下进行的研究工作及取得的研究成果。据我查证，除了文中特别加以标注和致谢的地方外，论文中不包含其他人已经发表或撰写过的研究成果，也不包含为获得其他教育机构的学位或证书而使用过的材料。我承诺，论文中的所有内容均真实、可信。毕业论文作者签名：高光 签名日期：2011年 11 月24 日 论文摘要 本篇论文主要是关于商务谈判中的语言技巧. 商务谈判是谈判双方共同执行的一项活动.在商务谈判中怎样恰当的应用语言关系到谈判的结果,首先在谈判中我们应用的语言要具有 客观性,方向性,逻辑性和规范性的特征.然后谈判者应该抓住提问和回答的语言技巧,陈述和说服的语言技巧及一些肢体语言技巧. 如果谈判者可以巧妙应用语言艺术提出创造性的解决方案，这样不仅可以满足双方利益的需要，也能缓解沉闷的谈判气氛，使双方都有轻松感，有利于谈判的顺利进行。因此巧妙的语言艺术为谈判增添了成功的砝码，起到事半功倍的效果。关键词: 商务谈判,语言,技巧,艺术 ABSTRACT This paper concerns the language skills during the business negotiation. Business negotiation is an activity which is carried out by the two sides of negotiators. How to use language suitable in business negotiation it can influence the result of the negotiation, first of all, the language we use should objectivity, directivity, logical and normative. Then the negotiators should grip the language skills of asking and answering questions, state and persuade skills of language, also some skills of body language. If negotiators could use these language art skillfully to offer creative solution during the business negotiation, it not only satisfy mutual benefit demand but also could relieve the dull atmosphere on negotiation. It will create a comfortable atmosphere for the two parties and is good for the success of negotiation. So using language skillfully can enhance a great success on negotiation and get double effects.Keywords: Business negotiation, language, skills, art. CONTENTS摘要.2Abstract.3Contents.4Introduction .6Chapter One. The features of language in business negotiation.7 1.1 The objectivity of business negotiation language.7 1.2 The Directivity of business negotiation language.7 1.3 The logical of business negotiation language.8 1.4 The Normative of business negotiation language.8Chapter Two. The skill of asking and answering in business negotiation.10 2.1 Techniques for asking questions.10 2.1.1 Indirect skill.12 2.1.2 Selective skill.12 2.1.3 Standing on your partners position to consider.13 2.1.4 Asking step by step.13 2.1.5 Using compliment.14 2.1.6 Grasping the opportunity to ask question.14 2.2 Techniques of answering questions.15 2.2.1 Using vague and euphemism.15 2.2.2 Using humorous.16 Chapter Three. The skill of statement in business negotiation.17 3.1 The skill of entering into question.17 3.2 The skill of describing.17Chapter Four. Persuasion skills in business negotiation.19 4.1 Tips for persuasion.19 4.2 Methods of persuasion. 19Chapter Five. Skills of Body Languages.21 5.1 Facial expressions.21 5.2 Limb languages.21Conclusion.23Acknowledgements.24References.25 INTRODUCTION Business negotiations process is that the negotiators using language to communicate and consult the problems and achieves agreement. How to use correct language to show your opinions reflects the ability of the negotiators. If the skills are not suitable, it will cause misunderstanding or disputes between two parties and even lead to the failure of the negotiation, then it will cause the economy loss. Whether the language is used properly or not it will decides the success or failure of the negotiation. Therefore, knowing about this skill is the key to reach a successful business. This is mainly saying that the negotiators should know how to use ask and answer questions, statement, persuasion and body language to achieve the best effect in the process of business negotiations. CHAPTER ONE THE FEATURES OF LANGUAGE IN BUSINESS NEGOTIATIONBusiness negotiation language is a special way, which is used in the business negotiations. It is different from the literature, art, opera, film languages, but also different from the daily life languages. Generally speaking, the language of business negotiation should have the following basic features: objectivity, directivity, logical and normative of the business negotiations.1 1.1 Objectivity The objectivity of language mainly shows that: describing the present situation of the enterprise must according to the reality; describing the quality of the goods and function should according to the basis of reality; if you have a best condition youd better show the samples or demonstrate it on the spot. Your quotation should be reasonable and you cant only try your best to meet your own needs, but also you should take care of your counterparts benefits. You should considering your counterparts requirements that make sure both parties can accept. If the language has objectivity, the two sides treat each other honesty and promote their opinions closely. And it will first have a success foundation for the next negotiation. 1.2 DirectivityThe directivity of the language is that the language should focus on the specific themes and has an exact target. Negotiation language should be directly against to one specific counterpart. The difference of contents and situations of negotiation have different negotiators, and also you need to use the different negotiation language. Even if they have same contents of negotiation, you must use the different language because the negotiators have different education, the level of knowledge, the ability of acceptance and personal habit. You must know that different requirements of same negotiation counterpart and you need to use the correct language or highlight to describe the quality of goods and functions, or describing your enterprises operating situation and repeat describing that our prices are very reasonable. In a word, the negotiation language must be concise, exact and easy to understand. In one negotiation, if you want to make sure the terms of the negotiations that you must be patient to prepare the relevant information and you should take this into considerations at the same time: when you start to the negotiations you must know what kind of languages you should use, and you should know how to select and target the negotiation language to make the negotiations smoothly.1.3 logical The logical language is that the negotiators language should comply with the rule of logic, the ability of expressing opinion must be clearly, the ability of judgment must be correct and the ability of reasoning must be reasonable. The language should be fully reflected the objectivity, specificity and historical. If you want your opinions to be persuasive, you must have an ability of logical thinking. In the negotiations, no matter you state the problem, or write memoranda, or give any suggestions, imagination or requirements that you should pay attention to the logical of language. This is the basis of getting their opinions and further persuading the other party. 1.4 Normative The normative of language is that the language should be expressed politely and clearly, strictly and exactly.Firstly, the negotiate language must insist on the principles of politeness and should be comply with the characters of the business and the requirements of the professional ethics. Secondly, the language must be clear and easy to understand in the negotiations. Thirdly, the negotiation language must be pay attention to avoid voice weak and cant pause in speaking, or speaking too loudly and have a rich feeling and so on.Fourthly, the negotiation language should be correct and exact. Especially at the crucial moment of bargaining, you should pay more attention to your words and behaviors. CHAPTER TWO THE SKILL OF ASKING AND ANSWERING IN BUSINESS NEGOTIATION There are always having questions and answers in international business negotiation. The ability to raise skillful questions and reply effective answers are necessary.2.1 Techniques for asking questions. Asking questions is an important means for one party to get information from its counterpart. Negotiators always use questions to make clearly their counterparts need, get to know their thoughts as well as directly the counterparts thinking. So we should have clear pictures about why to ask questions, what questions to ask, when to ask questions and how to ask question. Usually, questions can be divided to open-end questions and closed questions. (1). Closed questions Closed questions are the questions that can cause given answers under given conditions, the only answer is Yes or No. For example, Could you provide an instruction manual for this product? and Will you ship the goods in September etc. This sort of question can help the questioners to get specific information, in the same time, answering these questions dont take too much effort. (2). Open-ended questions Open-ended questions means they dont limit the answer, and they cant been answered with the simple word Yes or No. For example, What do you think the market response for this product? How many sets of this kind of goods do you plan to order per year? and so on. Questioners can always cause more information, there is no fixed range of answers for this kind of questions and they encourage the counterparty to talk freely. Open-ended questions can be divided into the following type: Probing questions Probing question are further questions based on information the counterpart has already given. Conferring questionsThese questions ask counterparts for their opinions. Proof-seekingThese questions urge the counterpart to prove a point or explain the situation of a certain problem. Usually, a string of questions is asked.2 Case The buyer made a deal by asking questions to find out the truth. Seller: We usually charge at least USD750 for this mold machine and never lower than this price!Buyer: Could you please tell me why it cant be lower?Seller: A lower price will make us lose money. Buyer: Why would you lose money?Seller: Because of the high cost. Buyer: Why is your cost so high? Seller: Because of the price increase of the raw materials.Buyer: What kind of raw materials suffered from this price increase?Seller: Mainly steel.Buyer: Have other raw materials of the mold machine suffered from price increases?Seller: Not yet.Buyer: Indeed, the highest steel price on the international market is USD5,000 a ton, which is equal to USD5/kg.It will take at most 10 kg steel to make a mold machine like yours, so it looks like the cost of raw materials foe one mold machine has been increased by USD60.But you have increased your price by USD150. Is your price increase based on this kind of cost calculation?Seller: Is that the case? Oh, well, we can lower our price by USD60. -From WuYongQin In the above case, by asking questions continually, the buyer urged the seller to disclosed the facts behind the high price step by step. As a result, the buyer used the facts he got as evidence to persuade the seller to admit that the high price was ill-founded. Finally, the seller agreed to make a concession to lower the price based on a more reasonable coast calculation.2.1.1. Using indirect skill to ask question Using this skill to express the opinions is more polite. In the business negotiation, most of negotiators are collecting the information by asking question. The way of asking question is more indirect and the expression is more polite. For example: the two parties are not going to be able to get together on price. They want you to reduce the price, but you cant accept it. You said that, everything else is negotiable, but the problem of price we cant accept. If you received this price, we promise the payment terms are smoothly. Then, they have accepted this price. So, using this kill is very useful and has a different effect.2.1.2 Using selective skill to ask question We often can see that some shopping centers lounge is operating coffee and tea. At the beginning, the waiter asks the customer, “Sir would you like to drink some coffee?” Or “Sir would you like to have some tea?” The turnover is general. But later, the waiter changes the way, “Sir, would you like some coffee or tea?” As a result, the turnover has a great increasing. So, if you use selective skill of asking question that will give you a different result. In the business negotiations, if you use the selective skill that you can start the next conversation better. 2.1.3 Standing on your partners position to consider It is a skillful way to improve the atmosphere of the negotiation. Its easy to get acceptance from their mind, and also can prevent the negotiations from breaking down; thereby, it will make an easy way to reach an agreement.For example: Mr. Wang has booked a hotel for his lecture. But one day, he received this information: the manager of this hotel told him the fees must be increased. So, he talks with the manager, and says, when I heard this news, I was little surprised; but I can understand you. As a manager you should considered the profits of your hotel. But, you should think that, if you increase the price I cant afford it and you will miss a chance that I introduce your hotel to those people. The chance is weight with the money. Finally, the manager is accepting his views. So, if you standing on your partners position to consider problems it can help you received a different result.2.1.4 Asking step by step Beginning to ask question, youd better to choose the easy questions to answer. For example: Do you have a good time on your holidays? This kind of questions has nothing with the subject theme, but it can make you feel relax. If you start to ask a difficult question in a straight way will make the negotiation into impasse. So, you can use the way to ask that easy question first and then ask the difficult question. 2.1.5 Using compliment In the early stage of business negotiations, the negotiators are difficult to grasp the true intention of the other party and difficult to put forward an effective question. The most important is that you must understand the true intentions and other relevant intentions of your counterpart. However, applying the negotiating strategy with praise and compliment, we should pay attention to the following items: Firstly, the attitude should be honest and the measure should be appropriate. Secondly, you should respect personality and consider the individuals self-consciousness of the other party. Thirdly, you should be pay attention to the peoples reaction that has been praised. If the person has a good response, may be you can give him a praise again; if the other party seemed very indifferent or impatient, we should stop and change to another topic. 2.1.6 Grasping the opportunity to ask question In the negotiations, we should pay more attention to the opponents mind, and propose a corresponding question at a right time. And asking question should contact with the issues. The speed of asking question; If you speak too fast, it will easy to make the other party feel you are impatient, and even sometimes they feel you are in an asking tone to treat him and will very easy lead to the other party offensive.After you ask questions, you must give the other party a sufficient time to reply. The purpose of asking question is that you let the other party have enough time to answer the question and hope can receive a satisfaction result at the last time.2.2 Techniques of answering questions In international business negotiation, the aims of the questioners are so complex that simple word Yes or No cant suffice. An improper answer will endanger the success of the negotiation. So we also can say, answering techniques are more important than questioning techniques in negotiation.Firstly, before you answering question, you should give yourself enough time to thinking about the question; Secondly, when you answer the questions you should hold the purpose, motivation and the askers real psychological response; Thirdly, you not need complete to answer the other partys questions; if you dont know the question, you cant give an answer to them at once; Fourthly, some problems can through the irrelevant answers to take you in trouble, and then you can adopt asking question instead of answering question help yourself out of trouble; Fifthly, you must be politely