谈判技巧训练ppt课件

1、現代通路談判技巧訓練 George Chiang江玉行1談判技巧訓練之目的訓練目的瞭解何謂談判知曉如何準備及進行談判訓練過程採取Q&A開放參與, 雙向溝通方式訓練收獲盼能透過談判技巧訓練獲致最正确买卖條件投資本钱(Costs)投資效益(Benefits)训练收獲盼能透過談判技巧訓練，獲致最正确买卖條件2談判是什麼？談判概念妥協(Compromise)的藝術給(出)(Give)拿(回)(Take)本钱效益(Costs & Benefits)5 無足夠才干迫使對方就範時= 否則就直接銷售于對方! 置信具有優勢可談得更佳條件時擬透過談判爭取更佳條件!双方认知其具有不可分割的利益，而情愿在有条件协作下

2、的讨论与协商以谈判追求双方最大各自或综合利益为目的何時需談判？6談判之藝術10%邏輯面90%心思面產品表現 & 技術品質談判戰術 & 談判行為盼完成三項目標:達成協議或達成解決方案雙方互贏互利建立積極互動關係7談判之利害關係 兼顧各方價值利益客戶利潤供應商利潤有競爭力銷費者價格$81 Zero-sum negotiation(零-和型 雙方競爭 (compete), 只顧本人利益零和談判只顧自已金錢獲利賣方想儘量賺多錢買方想儘量殺低價2 Win-win 雙贏型: 雙方團結一致 (collaborate), 完成彼此共同利益 雙贏談判需整合雙方目的，團結一致，共創彼此最大價值, 例如品 類管理

3、(Category Management), JBP3 Mixed 混合型: 雙方协作 (cooperate), 完成彼此利益 混合式談判需雙方協商协作，完成彼此利益, 例如TG陳列三種談判型態9“Win-Win互赢“mixed混合式“Zero sum零和 談判型態與層級Collaboration團結一致型態Cooperation协作協商型態Competition競爭毀滅型態Development projects亦協商协作發展項目Negotiation (%rate)除談判买卖 條件%10談判層級 & 买卖條件 談判雙方團結一致协作基礎愈多，則愈少談判壓力放在买卖條件%Joint Busin

4、ess PlanNgotiation (%Rate)僅著重談判买卖條件%CollaborationCooperationCompetition=強調雙方團結一致共同推展商業計劃11Levels of negotiation : Competition12Levels of negotiation : Cooperation13Levels of negotiation : Collaboration 14There is not only one tactic戰術多元靈活，亦可達陣奪標E.G Football !But all those football team have won at l

5、east 1 World cup15Pay-for-performance依績效付費Working vs Non-Working有效益支出VS無效益支出Payment Terms付款條件Target Setting業績目標設定NPD Listing新品上架Promotion Calendar促銷規劃Common Assortment Fee舊品維護費Promotion Confirmation促銷確認單Penalty罰款談判實務導引 16Pay-for-performance依績效付費Drive category growth整體品類績效成長Customer delivers a perfor

6、mance or a service 客戶完成所訂績效或服務 Annual sales rebate年度業績獎勵 談判實務導引 17Working vs Non-Working有效益支出VS無效益支出Working 有效益支出Conditional rebates附條件之獎勵Annual sales target rebate 年度獎勵TPR促銷價格折扣Payment terms付款折讓Early payment allowance 提早付款折讓Business building協助生意發展之項目DM / TG / sales growth rebate DM促銷 / TG陳列 Efficie

7、ncy terms改善效率，降低本钱之補貼No return allowance, DC allowance, order size allowance 不退貨折讓, 統倉物流折讓, 大量整車訂貨折讓談判實務導引 18Working vs Non-Working有效益支出VS無效益支出Non-Working無效益支出Trade- Listing fee上架費Trade others-其他贊助費Anniversary / Festival sponsorship 周年慶 / 節慶贊助費New store open / store remodelling sponsorship 新店開幕 / 舊店

8、改裝贊助費Unconditional discounts / rebates無條件折扣 / 獎勵Monthly flat rebate月扣Penalty罰款Invoice adjustment / price variance價差補償談判實務導引 19Payment Terms付款條件Product turnover產品迴轉力Ordering cycle訂單頻率Customer financial strength客戶財務實力Supplier working capital供應商資金流量談判實務導引 20Target Setting業績目標設定Organic growth / Category

9、 performance品類成長趨勢New store open展店計劃NPD listing新品上市Promotion impact促銷刺激Pricing change價格變動Advertising effect廣告效果Other projects其他計劃 Category management品類管理In / Out indent assortments非正常品採購Inventory reduction庫存降低計劃談判實務導引 21Penalty罰款Supplier contract penalty供應商合約罰款Promotion penalty促銷協議罰款Quality issue pe

10、nalty品質問題罰款談判實務導引 22Attachment合約談判附件Item lists of common assortment fee共同商品(舊品)品項表NPD plan (not in detail)新品計劃表(無明細)Annual promotion plan年度促銷計劃表OthersJoint business plan/project (JBP) 談判實務導引 23Promotion Confirmation促銷確認書Prior written confirmation before promotion start, lead-time 45-60 days 促銷開始前45-

11、60天之書面確認Period促銷期限Pricing促銷價格Promotion scheme促銷辦法Promotion sales forecast (quantity & revenue)促銷預估量/額Remark all exceptions摘記例外事項Free of charges of DM / TG / Newspaper / TVC 免費DM/TG/報紙稿/電視廣告等 Cross out penalty clauses刪除罰款條文談判實務導引 24有關談判重要概念常記腦內Negotiation is a continuous process takes time 談判是個持續過程，並

12、非一蹴可幾，有時需較長時間Foresee a biscuit for the buyer at the end not to loose face 別讓談判對方毫無所獲，顏面無光Threats = not personal part of the game 威脅恐嚇只是談判中的一部份，但非針對個人Develop the personal relationship makes it easier (T2T) 儘量平日發展個人關係以利談判，最好能定期安排高層互訪會面(T2T)25談判技巧訓練總結You should be hard on the issues but soft on the peo

13、ple !對人柔軟，對事堅持Be prepared : 90% of success depends on preparation 充分準備Separate the people from the problem. 對事不對人Focus on interests rather than positions.著重協商雙方共同利益, 而非僅強調本人立場Understand the other sides interests.分析瞭解對方所關心事物Integrate all psychological aspects整合一切心思層面狀態Generate a variety of options be

14、fore settling on an agreement.思索各種不同方案, 利弊得失Insist that the agreement be based on objective criteria. 堅持合約建立在客觀準則基礎No concession without counterparts未獲對等利益，不輕易讓步Share internally on your nego (boss, colleagues.)隨時與內部相關人員分享談判進度談判重要事項心思整合事前準備战略擬定堅持原則充分溝通個人關係高層互訪團隊协作談判心思整合智慧經驗勇氣堅持品牌力產品力通路力組織力Everything

15、is negotiable!以對話替代對抗，用妥協創造雙贏談判概念妥協(Compromise)的藝術給(出)(Give)拿(回)(Take)本钱效益(Costs & Benefits)训练学习无止尽。谈判对手“酷无情。加油！加油！春种一粒粟，秋收万颗子 携手协作 共创辉煌多谢倾听!預祝2021談判胜利Back ups SalesSalesModern trade growthMass MarginClassicalWe still negotiate conditionsCommercial margin rateMass Margin according to Carrefour defin

16、ition means a concentration of the efforts based on profitable sales growth above the market trend.Efforts concentrated on profitability improvement (in %) thanks to negotiationEfforts concentrated on sales development (over the market trend)Commercial margin rateShared Objectives for Y+1Y ResultAdd

17、itional increase for Y+1Market trend for Y+1AdditionalSalesCustomers always ask where is the additional sales from?Market trendHow to reach Sales Target11 T958 T1.8 M165.8M34 TProjects201023.5 T4.9 M1.2%Target 9.5 T 4 MPromotionVol: +12%1.6 MNPD3.3 %Val: +11%25 T10 New store2.7 %growth855 tons4.1 M1.1%149.4MOrganic growth*merchandising/ logistic / Categ