商务英语谈判 negotiation Principles.-sl

PrinciplesofBusinessNegotiationLectureTwo2021/10/1014Cs

in

NegotiationThe

context

of

the

4Cs

in

which

negotiationtakes

place.谈判要明确的四点背景内容1.Common

interests(谈判者追求的目标)

2.

Conflicting

interests(要谈的内容)3.Compromise(取舍点)4.Criteria

or

objectives

(明确目标及实现

的准则)2021/10/102Negotiation

environmentThe

composition

of

international

negotiation

environment:会影响谈判的战略和策略1.Political

system2.Economical

system3.Social

system4.Cultural

system2021/10/10

3Some

Basic

NegotiationPrinciples1.

Principle

of

willingness(premise

ofnegotiation)2.

Equality

Principle

(lfoundation

of

negotiation)3.

Principle

of

Mutual

Benefits(aim

or

goal

of

negotiation)

4.Principle

for

Common

interests(key

ofnegotiation)5.

Principle

for

efficiency

(guarantee

ofnegotiation)6.

Principle

of

legality(foundation

ofnegotiation)2021/10/10

4Equality

Principle:1)

It

means

both

parties

are

equal

in

law

status.

They

have

equal

rights

and

obligation.

They

do

business

out

of

their

own

needs

and

they

are

informed

of

each

other

to

enjoymutual

benefits.2)When

one

party

takes

much

less

than

is

given,

the

otherparty

will

feel

reluctant

to

continue

negotiating.

Henceeither

party

shouldbe

wellprepared

for

the

negotiation

andready

to

satisfy

each

other's

needs

on

an

equalbasis.2021/10/10

5Principle

of

CollaborativeNegotiation(CN)The

six

guidelines

for

CN1.

Acknowledge

the

concerns

of

the

otherside

and

focus

on

interests

rather

than

positions.2.Encourage

joint

fact

finding.3.

Offer

contingent

commitments

tominimize

impacts

if

they

do

occur,

and

2021/10promise

to

compensate

knowable

but

。unintended

impacts.4.

Accept

responsibility,

admit

mistakes,

an

d

share

power.·5.

Act

in

a

trustworthy

fashion

at

all

times.6.

Focus

on

building

long-term

relationshipsThe

collabrative

negotiationfocuses

on

interests

rather

thanpositions,

place

value

on

relationship.2021/10/10

7Principled

Negotiation(It

is

particularly

oriented

to

collaborativenegotiations.)Four

key

words

are

focused:People

&

problems·Interests

or

position·

Options

for

mutual

gains·

Criteria:

insist

on

using

objective

criteria(continued

for

more

details)2021/10/10

81.

Separate

the

people

from

the

problemPeople

problems

are

often

caused

byinaccurateperceptions,

inappropriateemotions

andpoor

communication.

Three

techniques

are

recommended:1)

Establish

an

accurate

perception2)

Cultivate

appropriate

emotion

3)Strive

for

better

communication2021/10/10

91)

Establish

an

accurate

perception.*Conflict,very

often,

is

not

caused

by

whathappens,butby

howpeopleperceive

whathappens.*

Increase

the

capability

of

each

party

to

see

theother

side's

point

of

view

by

reversing

roles.·

*

Avoid

blaming

the

other

party

for

your

problem2021/10/10

102)

Cultivate

appropriate

emotion.*Your

emotion

affects

that

of

the

other

party.*

Recognize

and

understand

emotions

of

bothparties.*

Make

emotions

explicit

and

legitimate·

*

Allow

the

other

party

to

let

off

steam.·

*Stay

calm

with

the

other

party's

emotionaloutbursts.2021/10/10113)

Strive

for

better

communication.*Be

an

active

listener

and

acknowledge

what

isbeing

said.*

Speak

to

be

understood.*

Avoid

being

judgmental

or

debating

the

other

party

as

an

opponent.·

*

Avoid

criticism

that

may

hurt

the

otherparty's

feelings.2021/10/1012*

Discuss

the

problems

beforeproposing

a

solution.·

*

Be

concrete

but

flexible.*

Be

hard

on

the

problem

but

soft

onthe

people.2021/10/10

132.Focus

on

interests

instead

of

positionsMethods:1)

/Identify

the

self-interests2)

Discuss

interests

with

the

other

party2021/10/10

14their

positions.·

2)

Discuss

interests

with

the

other

party*

Give

your

interests

a

vivid

description.

Bespecific.·

*

Demonstrate

your

understanding

of

the

otherparty's

interests

and

acknowledge

them

aspart

of

the

overallproblem

that

you

are

trying

to

solve.2021/10/101)

Identify

the

self-interests.*

Respect

your

counterparts

as

human

beings

and

recognize

the

needs

and

interests

that

underlie153.

Invent

options

for

mutual

gainsThebrainstorming

of

optionsprior

to

decision-makingis

a

critical

piece

for

the

success

of

the

collaborativenegotiation

process.The

ability

to

invent

options

is

one

of

the

most

useful

assets

a

negotiator

can/have.1)

Separate

the

act

of

inventing

options

from

the

act

of

judging

them2)

Develop

as

many

options

as

possible

before

choosing

one3)

Search

for

mutual

gains4)

Find

ways

to

help

make

the

other

party's

decision

easy2021/10/10

161)

Separate

the

act

of

inventingoptions

from

the

act

of

judging

them*

Before

brainstorm

*

During

·

*

After2021/10/10

172)

Develop

as

many

options

as

possible

before

choosing

one*

Look

at

the

problem

through

the

eyes

of

different

experts.*

Change

the

scope

of

a

proposed

agreement-

break

down

the

problem

into

smaller

units.

Agreements

may

be

partial,

involve

fewerparties,

cover

selected

subject

matters,

orremain

in

effect

for

a

limitedperiod

of

time.2021/10/10

183)

Search

for

mutual

gains*

Shared

interests

exist

in

every

negotiation;

they

are

opportunities,

not

godsends;2021/10/10

194)

Find

ways

to

help

make

the

otherparty's

decision

easy*

Your

success

in

a

negotiation

depends

upon

the

other

party's

making

a

decisionyou

want;

therefore,

you

should

do

whatyou

can

to

make

that

decision

an

easy

one.2021/10/10

204.Insist

on

using

objective

criteria(such

as

standards

independent

of

wills

of

anyparty;

legitimate

andpractical;

acceptable

to

all

parties)They

are

standards

or

principles

which

the

partiesbelieve

in

and

which

are

not

under

the

control

of

any

singleparty,

such

as

market

value,

scientific

judgment,

moral

standards,

tradition,

course

ofdealing,

a

flip

of

coin,

ect.1)Frame

each

issue

as

a

joint

search

for

objective

criteria:

one

example2)

Jointly

discuss

which

standards

are

mostappropriate

and

how

they

should/be

applied3)

Never

yield

to

pressure,

only

to

principle2021/10/10

211)Frame

each

issue

as

a

joint

search

for

objective

criteria:*"Look,

you

want

a

high

price

and

I

want

a

low

one.

Let's

figure

out

what

a

fair

pricewould

be."*

If

the

seller

starts

by

giving

a

position,such

as

"the

price

is

$80,000",

ask

for

thetheory

behind

thatprice.

Treat

the

problem

as

though

the

seller

too

is

looking

for

a

fairprice.2021/10/10

22合作原则谈判法·十对事不对人·

二着眼于利益而非立场·

三制定双赢方案·

四引入客观评判标准2021/10/10

23合作式谈判合作原则谈判法即著名的哈佛原则谈判法，它的主要

代表人物是罗杰

·

费希尔和威廉尤里。·

合作原则谈判法的核心和精神实质是通过强调各方的

利益和价值，而非讨价还价本身，以及通过提出寻求

各方各有所获的方案来取得谈判的成功。合作原则谈判法由以不四个部分组成：对待谈判对手：对事不对人；对待各方利益：着眼于利益而非立场；对待利益获取：制定双赢方案；对待评判标准：引入客观评判标准。2021/10/10

24一、对事不对人·

谈判气氛是决定谈判各方关系的一个重

要因素。合作原则谈判法对谈判存在的几类问题提

出如下解决方法：·

发展移情法>(1)从对方的立场看待问题；>(2)避免因自己的问题而责备对方；>(3)协助对方参与到解决问题中去。2021/10/1025一、对事不对人·

正确看待情绪>(1)允许对方发火；>(2)恰当看待情绪的爆发。·

加强沟通(1)注意倾听并总结听到的情况；>(2)避免给对方打分并将对方当做辩论的对手；

>(3)不严厉指责对方的错误。2021/10/10

26二

、着眼于利益而非立场找到各方的共同利益是取得双赢结果的一个关键点。

为帮助各方做到着眼于利益而非立场，可以从以两个方面着手：·

明确利益(1)探寻妨碍我方的对方利益；>(2)从不同的角度审视对方的不同利益；(3)透过对方的立场看到对方的人性需求。

·

讨论利益>(1)总结并接受对方的利益；>(2)在提出解决方案前表达自己的见解或提出问题；>(3)在解决问题时尽量不追究过去的矛盾而应朝前看。2021/10/1027三

、制定双赢方案·在谈判中，人们极易陷入对自己的立场讨价还价之中原因有两个：1、

由于谈判的内容属于非输即赢类型的；2、

人们往往把问题的解决方法限制在很窄的范围内。●总的说来，阻止人们寻求建设性替代方案的原因有

以下三个：1、认为分配方案保持一成不变。2、

是只寻求一种答案。3、

是在提出方案时只考虑满足自己利益和需要的解决

办法。2021/10/10

28三

、制定双赢方案·

针对以上问题，原则谈判法可总结如下：·

诊断。(1)放弃对方利益的满足一定是以我方的付出为代价的观念(2)鼓

励各方共同解决问题；(3)在对方未做好充分准备之前不预先锁定在一种方案上。●

提出创建性方案。(1)将提出方案和评价方案分开；(2)在确定最终解决方案之前先提出几个可供选择的方案；(3)寻求各方的共同利益和互补利益；(4)寻求使对方容易接受的方案。2021/10/1029客观标准应当独立于所有各方的主观意志之外，而它可以不受任何一方的感情影响。客观标准应当具有合法性并且切合实际。

客观标准应当具有科学性和权威性。·

下面的几个步骤是对第四部分的总结：

寻求不同的客观标准；探讨不同客观标准的可行之处；寻求公正的处理程序。2021/10/10四、引入客观评判标准在判断一个标准是否属于客观标准时应从以下几个方

面考虑：因30四、引入客观评判标准●

某种方法是成功还是失败，根据罗杰

·

费希尔和

威廉

·尤里的观点可以从以下三个方面做出判断：一项可能达成的协议应当最大限度地满足各方

的合法利益，解决他们之间的冲突，同时保护公众的利益不受损害。协议应当是高效的。>协议应当改善，或至少不伤害各方的关系。2021/10/10

31Principle

of

Interest

DistributionWhile

the

traditional

competitive

approach

tonegotiation

tries

to

maximize

one

party's

gain

over

the

other

party's

loss,

thecollaborative

approach

focuses

on

parties

with

divers

interests

working

together

to

achieve

mutually

satisfying

outcomes.Interest

Realization2021/10/1032Different

levels

of

interests:1.Personal

interests2.

Organizational

interests3.

National

interests*

In

negotiation

at

the

domestic

level,

there

are

two

types

of

interests

inyolved:

personal

andorganizational;

at

the

international

level,

there

are

three:

personal

and

organizational

andnational.2021/10/1033Personal&

Organizational*

Personal

interests

are

in

line

with

those

ofthe

organization---

the

negotiator

will

tryhis

best

to

push

for

the

most

attractive

deal

for

the

organization.*

If

not,

the

organization

therefore

suffersloss.2021/10/10

34Personal&

National*

While

personal

interests

seem

easier

to

bein

line

with

organizational

interests,

national

ones

sounds

remote

and

indirectlyconnected

withpersonal

ones.try

hisbest

to

defend

the

interests

of

country.2021/10/1035Organizational

&

National*By

requesting

assistance

from

thegovernment,

organizations

can

still

havestrong

influence

on

government's

decision-

making.*

Organization,

on

the

other

hand,payingunder

attention

to

their

own

interests

at

thenegotiating

table

will

undermine

orjeopardize

national

interests.2021/10/10

36When

there

is

a

conflict

between

them,

theorganizational

interests

must

be

subordinateto

the

national

interests.2021/10/1037利益分配法则任何在国内举行的谈判都至少涉及两个层

次的利益，有时是三个层次的利益：即个

人利益、集体利益和国家利益。这三层

利益如何融合、协调和平衡对谈判结果

常常起着决定性的作用。一、个人利益与集体利益按照美国心理学

家马斯洛的观点，人类的需要可以划分为五个层次：2021/10/10

38利益分配法则2021/10/10

39自我

实现尊重需要社会需要

安全需要

生理需要富裕

阶段小康阶段温饱

阶段二、个人利益与集体和国家利益二

、个人利益与集体和国家利益个人利益由于和集体利益之间的内在和直接的关联比

较容易取得一致，个人利益在多数情况下可以服从集

体利益，但可能有时与国家利益不能形成一致。从个

人利益的角度看，国家利益有时显得遥远，与个人利

益之间关系比较间接，因此国家利益常常被视为是一

个指导原则。2021/10/10

40Principle

of

Trust

in

NegotiationThree

types

of

trust

in

professional

relationships:Deterrence-based

trust

(威慑型信任)·

Knowledge-based

trust(了解型信任)Identification-based

trust(识别型信任)Question:How

to

build

trustworthiness?2021/10/10

41Deterrence-based

trust(

威慑型信任

)People

trust

or

expect

that

they

will

bepunished

if

they

do

or

do

not

dosomething

based

on

consistency

withpast

behavior.2021/10/1042Knowledge-based

trust(了解型信任

)People

trust

or

expect

that

the

other

person

will

act

in

a

certain

way

based

on

what

they

have

learned

about

that/person.Predictability

is

based

on

theirunderstanding

of

the

other

person's

actions,

thoughts

and

intents,

not

just

his

pastbehavior.2021/10/10

43Identification-based

trust(识别型信

任

)People

trust

or

expect

that

they

can

act

on

behalf

of

the

other

person

because

theyshare

the

interests,

values

and

concerns

of

the

otherperson

very

well.

It

involvessubstantial

internalization

of

the

otherperson's

desires,

intentions,

values,

and

soo1.2021/10/1044Trust

BuildingSix

strategies

for

building

trustworthiness:Speak

their

language·

Manage

your

reputation·Make

a

dependence

a

factorMake

unilateral

concessions·

Name

your

concessions·

Explain

your

demands2021/10/1045Speak

their

languageIt

helps

to:*

Understand

technical

terms

and

lingo(行话，

难懂的方言).*Catch

the

nuance(法语：细微的感情)

and

cultural

implications

behind

what'sbeing

said.*

Learn

how

the

other

side

uses

words

toconvey

ideas.2021/10/10

46*

Make

your

reputation

a

tool

innegotiationby

proyiding

references

frommutually

trusted

third

parties

that

speak

for

your

character

and

competence

orbyoffering

other

forms

of

evidence

of

past

success

such

as

media

or

trader

reports.Manage

your

reputation2021/10/1047Make

a

dependence

a

factor*

Trustbetween

parties

will

increase

when

bothsides

believe

that

they

need

each

other

to

achieve

their

individual

goals.*

Start

the

trust-building

process

by

highlighting

the

unique

benefits

you

can

provide

and

byemphasizing

the

damage

that

might

result

from

an

impasse

(僵局)*

A

negotiator

who

sensed

he

has

no

other

recoursemay

come

to

trust

even

his"enemy".2021/10/10

48Make

unilateral

concessions*

A

carefully

crafted(诡计，手腕)unilateral(单方面)

concession

can

workwonderfully

for

trust。*A

true

unilateral

concession

requires

nocommitment

or

concession

from

the

otherside.2021/10/10

49Name

your

concessions*

Negotiators

are

motivated

to

discount

and

devalueeach

other's

concessions

to

relieve

their

obligationto

reciprocate(报答),*

Unnoticed

or

unacknowledged

concessions

maylead

to

confusion,

resentment

orunaccommodating

behavior

by

the

slighted

party.*

When

making

a

significant

concession,

make

itclear

to

the

other

party

how

much

you

have

given

away

and

what

the

sacrifice

means

to

you.2021/10/10

50*

It

helps

avoid

misunderstanding

of

yourmotives

and

intentions

from

the

other

party.*

An

offer

that

is

explained

and

justified

maypreserve

trust

and

enhance

it

as

well.Explain

your

demands2021/10/1051信任法则·十、如何决定信任与被信任·

二、信任的效应·

案例研究：新产品的市场调研2021/10/10

52信任法则一、如何决定信任与被信任·判断一个人是否信任他人或者被他人信

任的因素有三个：信息、影响和控制。>个人如果向另一个人透露子他没有必要透露的

信息就表明他信任这个人。一个人如果受另一个人的影响则说明他信任这

个人。一个人对别人表示信任时会下放权力并允许他人以自己的名义行事和做出决定。2021/10/10

53二、信任的效应●

增进相互信任的途径和方法

：1、

通过在对孩子的教育中、在职业培训中和

谈判中建立信任奖励机制的方法来促进相互间

的信任。2、通过彼此间在信任行为上的训练，逐渐地

在人们的观念上建立起对信任的信心，这些行

为训练包阅读案例研究“新产品的市场调研”,

并回答问题：(1)你认为唐先生和田小姐开始谈话时是在相互

信任的气氛中进行的吗?(2)谈话在什么时候向着相互理解的方向转变?2021/10/10

54(3)你认为唐先生不向田小姐透露他需要的设备数量的

确切数字合适吗?(4)你认为在谈话结束时双方是否建立了友好关系?这

对于他们今后的贸易往来是否重要?括信息提供、接

受影响、自我控制、做出让步等方面。3

在谈判中如果有不信任情绪存在，不要回避，而应

当与对方开诚布公地讨论引发不信任的原因是什么，

因为不信任往往是由于相互间不理解和误会造成的。

加强沟通和了解是建立信任的基础。2021/10/1055Principles

to

make

you

a

smarternegotiator1.Get

the

other-side

to

commit

first2.

Act

dumb,

not

smart3.

Think

in

real

money

terms

but

talk

funny

money4.

Concentrate

on

the

issues5.

Always

congratulate

the

other

side2021/10/10

56Questions

to

think

about1.What

do

you

think

are

the

most

importantguidelines

for

negotiation?>>>2.

Suppose

you

are

doing

business

in

a

foreign

country,

what

will

you

wish

to

knowbeforeentering

upon

a

negotiation?>>>3.

If

you

have

conflicting

interests

with

theother

negotiation

party,

what

will

you

do

toachieve

mutual

gains?>>>2021/10/1057Don't

jump

to

decision.Know

your

partners.Make

sure

you

know

your

interest

and

the

other

party's

interest

as

well.·

Don't

bargain

over

positions.·

Always

remember

to

put

yourself

in

their

shoes.·

Be

creative

in

problem

solving.

There

is

alwaysanother

alternative.2021/10/10Question

1●

Be

cooperative,

not

aggressive.·Concentrate

on

issues,

have

your

emotion

in

check

and

never

go

forpersonal

attack.58Question

2●/Have

some

knowledge

of

the

cultural,

social,economic

andpolitical

characteristics

of

the

country

you

are

doing

business

with.·

While

in

Rome,

do

as

the

Romans

do.

Forexample,

American

people

are

direct

and

straight

in

doing

business

while

the

Asians

tend

to

take

their

time

and

prefer

extended

warm-upbefore

entering

into

negotiation.2021/10/10

59Question

3●Besides

conflicting

interests,

both

sideshave

common

interest.

Identify

thoseinterests

and

find

ways

to

reconcile

them,Acknowledge

their

interests

aspart

of

theproblem.

Cooperation

and

compromise

are

needed

to

settle

conflicts.

Invent

options

formutual

gain.2021/10/10

60Some

useful

expressions

toremember1.

I

f

you

stand

firm,

there's

no

point

in

further

discussions.

We

might

as

well

call

the

whole

deal

off.要是你坚持的话，我们就没有必要再谈下去了。我们还不如取消这笔生意算了2.

We

have

received

offers

much

lower

than

yours.So

business

depends

very

much

on

your

price.我们已收到了比你方报价低得多的报价。因

此，这笔生意能否成交主要取决于你们的价格。2021/10/10

61Some

useful

expressions

toremember3.I

suggest

we

meet

each

other

halfway

so

that

thebusiness

can

be

concluded.我建议我们大家折中一下，这样就能做成生意了。4

.

I

don't

think

I

can

accept

it

/right

now,

as

it

is

beyond

my

negotiating

limit.我想我现在没法接受这一点，因为这超出了我的谈判限度。5.The

size

of

our

order

depends

on

your

price.