Chapter 32 Chapter 32 Preparation for Negotiations - An Indispensable Step
If you are going to participate in a negotiation, how can you predict the opponent's strategy and deal with it effectively?This is not something that can be said clearly in a sentence or two.It's a combination of multiple jobs.For a successful negotiation, negotiation preparation is crucial.So how do you prepare for negotiations?
In all preparations for a negotiation, one of the most important steps is the study of the opponent.Research must be objective. In addition to objectively obtaining evidence, it must also make itself a central database for collecting information on opponents.The accumulated data must have a high degree of accuracy.This information will enable you to deal with any changing conditions in the negotiation.For the data collected in the research process, it must rely on the ability and experience of the individual to make appropriate application.For the past experience of the opponent, it is especially worth studying.The agencies and groups he has served in the past, every job completed, contracts, and all negotiations he has ever participated in.Often, studying the reasons for an opponent's failure reveals more about the opponent's personality than studying the reasons for his success.If you can carefully study the reasons for your opponent's failure, you can probably know his thoughts and his psychological tendencies.And all of these are enough to tell you what he needs to make you invincible in the game.
Generally speaking, the preparation for negotiation is to study and formulate a concise and flexible negotiation plan.
The negotiation plan should be as concise as possible, so that those involved in the negotiation can remember the content, keep the main content and basic principles of the plan firmly in mind, and then be able to deal with the other party handily.Concise negotiation plan does not mean ignoring the specifics, it means not listing all the issues in detail, but every big framework must be in place.The plan must also be flexible, which means that negotiators must be good at understanding the other party's intentions and respond flexibly to problems that may arise at any time during the negotiation.Making a negotiation plan can generally be divided into the following steps: First, concentrate on thinking.The purpose of concentrated thinking is to quickly summarize possible problems in the negotiation.Organize your thoughts at the same time.Concentrated thinking should not only think about the ideas and suggestions that one's own side will put forward in the negotiation, but more importantly, think about the problems that the opponent may raise and the corresponding solutions.Second, determine the negotiation goals.That is, the dominant idea of our negotiation and the goal we want to achieve.Third, write out a detailed negotiation plan and consider it carefully. It is best for the members of the negotiation team to sit together and discuss and constantly improve their plans.
The choice of negotiators is of great significance to the negotiation.Who is suitable to negotiate, who is suitable to help the main negotiator with document processing, who can be the assistant negotiator, and how many people are needed to participate in the negotiation are all issues that need to be considered before the negotiation.The determination of these issues needs to be based on the importance of the negotiation, the degree of difficulty of the negotiation, and.It is determined by the amount of light judgment time.General negotiations require many people to participate together, and one person participating in the negotiation will appear weak.In group negotiation, members of the negotiating team must obey the unified command and cannot act independently.At the same time, when choosing negotiators, remember not to choose those who are too different in work ability. Any sailor with poor skills will not be welcomed on the same boat.
Individual negotiation and group negotiation have their own advantages and disadvantages, and there are also problems that need attention.For group negotiation, in addition to a main negotiator, several auxiliary negotiators need to be set up.There are certain skills in choosing the main talker and choosing the assistant.In order to strengthen themselves, some people often like to invite many people to participate in the negotiation, but in fact there are only a few people who can really negotiate with the other party, and the others can't speak at all, so they can only sit in their seats stupidly.This approach is actually a sign of immaturity.And once the other party asks the person who serves as a foil to answer questions, it will often make them at a loss and cause a very embarrassing situation for their own side.In fact, a successful negotiation organizer should make everyone involved in the negotiation obligated.For example, let one of them be responsible for observing and listening to the other party, so as to report the other party's intentions to the main talker at any time, understand the other party's non-verbal information, and compare the other party's strengths and weaknesses.It is also necessary to have someone prepare the materials so that the main negotiator can refer to them at any time... In this way, everyone involved in the negotiation can get exercise in the negotiation.Through the joint efforts of each member of the negotiating team to achieve the ultimate goal of the negotiation.This is the power of cooperation.
The advantage of group negotiation is that it can make full use of different negotiation skills and correct mistakes; it can brainstorm in advance; it can give the other party a deterrent.
Although personal negotiations appear to be weak, they are also beneficial.For example, it can prevent the other party from asking questions about weaker members, or causing disintegration among members; only one person is under the jurisdiction of individual negotiations, which avoids the disadvantages of too many people in group negotiations and difficult unified management.
Before the negotiation, whether to choose individual negotiation or group negotiation should be selected according to the situation.The negotiation environment, negotiation methods, and negotiation conditions are all factors that need to be considered.At any time, individuals or groups participating in negotiations need the support of other groups, and these people also need to protect the interests of the group.This requires top decision makers to make adequate preparations and coordination for the upcoming negotiations.Include those responsible for instructing, setting the goals of the negotiation, providing information, and assisting in the negotiation process.Moreover, during the negotiation process, we must always pay attention to the progress of the negotiation and give further instructions.
This is the last work to be done in the preparations for the negotiation, and you can choose to do it or not according to your own situation.
To make a successful combat exercise, you and your subordinates need to cooperate fully.This requires you to devote yourself to the exercise, not only to use the words to be used in the negotiation, but more importantly, to practice the facial expressions and attitudes of both parties.It is also necessary to fully consider the words and attitudes that the opponent may use, try to discover new problems in the drill, and make corresponding strategic adjustments.
The Elmtree Hotel is specially designed for young people aged 18-25 who are suffering from schizophrenia, or have just recovered from the unfortunate experience of drug use, and need help and guidance.The hotel is located in an industrial town on the outskirts of Boston.Its next door is a traffic transfer station, the surrounding environment is noisy.But it occupies a large area, and there is a large courtyard of one acre of land and a beautiful elm forest.Steve is one of the board members of the hotel.
Due to the noisy surroundings of the hotel, the board considered moving it to a quieter location.Such as Brookline, Medford, Allston, etc.But due to financial constraints, plans to relocate have been put on hold.But a few months later, a man named Wilson came to the hotel and approached Mrs. Peters, the hotel manager, and said that his company (a construction development contracting company) was willing to buy the Elmtree Hotel.
Mrs. Peters felt that it was very sudden, thinking that the board of directors did not publicly say that they would relocate or sell the hotel, and she didn't know how to answer it.Wilson left his business card and told her that if possible, he hoped to have the opportunity to continue the negotiation.
So the board of directors sent Steve to work on the matter, authorizing that the hotel could be sold and moved elsewhere if the price was right.Steve is a layman for negotiations, and he found a friend who is a negotiator to consult about the appropriateness.
Steve first made an informal phone call to Wilson, then met with him, and had a preliminary impression of Wilson.Subsequently, a careful investigation of his business dealings revealed that Wilson was a reputable and legitimate businessman.Steve thinks Wilson wants to buy the Elmtree Hotel, probably to build an apartment building.Therefore, he was not in a hurry to negotiate with Wilson, but made full preparations.
First, Steve needs to determine the lowest price he can accept.If you want to sell the hotel and move to another place, you must first check the land price of the place you want to move.Of the few places the board had considered, the Medford lot could be bought for $175,000, while the Allston lot would cost $235,000.Taking into account relocation costs and renovation costs, etc., it will cost 220,000 to move to Medford and 275,000 to move to Allston.So Steve finally decided that his reserve price is 220,000, and if it is lower than this price, there will be no negotiation; if it can reach 350,000, it will be the best.Later, Steve began to consider the highest price Wilson might offer.After consulting property experts and land contractors, Steve concluded that Wilson's reserve price was between $275,000 and $475,000.
After completing these preparations, Steve and his friends discussed his negotiating strategy.They felt like bringing in a lawyer to help Steve get some legal advice in the negotiations.Mrs. Peters, manager of the Elmtree Hotel, is also invited to attend.For Mrs. Peters loved Emtree most, and she was sympathetic, and she could inspire Wilson's sympathy.
The next question to consider is: What opening strategy should Steve adopt?Who will quote first?What would Steve do if Wilson insisted on making an offer?If Wilson made the first offer, how should Steve counter the offer?Steve felt that Wilson should be asked to make an offer first. If he was unsuccessful and he was forced to make an offer first, he could offer a high price first.
The day of negotiations finally arrived.The two sides exchanged pleasantries for a while.Then Wilson said: "Please tell me, what is the minimum condition that you can accept?" Steve had already thought of such an opening statement, and did not answer directly, but said: "Why can't you tell us, you can come out?" Max price? Let’s see if we can cut it down a bit more.” Fortunately, Wilson was amused by the answer.The price he quoted was 125,000.He also mentioned many local real estate transactions as his evidence.Steve immediately replied that the Elmtree Inn could have fetched a higher price, and that they had no intention of moving.Only when they can move to a quiet place, they will consider moving, but the land price in a quiet place is generally higher.Steve proposed that only the price of 600,000 could offset this troublesome relocation.The reason why Steve made this price is because he calculated the middle value of 125,000 and 600,000, which was higher than the 350,000 he hoped for.Wilson countered that the price was simply unacceptable.As a result, the negotiations fell into a temporary deadlock.The two sides decided to adjourn the meeting for further study.
Steve and his friends negotiated and decided to make some concessions and bring the price down to $500,000.He planned to tell Wilson his decision in a week.However, two days later, Steve received a call from Wilson, who told Steve that he was touched by Mrs. Peters' words and his conscience was condemned.He thought he should do something for the welfare of the society, and decided to raise the price to $250,000.Steve got carried away and blurted out his first mistake: "That price is closer now." But then realized his mistake, regained his composure and said that he would persuade the board to lower the price to $475,000.They agreed to talk in two days.
Just after the phone call with Wilson, Steve told his friend that he wasn't paying attention, and letting Wilson know that the offer of 250,000 was enough, but Steve felt that his 475,000 was closer to Wilson's reserve price .And, that appears to be the only reason Wilson has proposed another final round of negotiating talks.They further agreed on strategies for future negotiations.
In the ensuing negotiations, both sides made some concessions.Wilson gradually increased the offer to 290,000, and finally stayed at 300,000.And Steve also lowered the offer from 475,000 to 425,000, and finally to 400,000.Wilson refused to make any more concessions and insisted on 300,000, so Steve had to lower the price to 350,000.
Wilson still disagreed, and the negotiations were suspended again.Steve told Wilson that he had to ask the board for advice.
The price of 300,000 has already broken through Steve's pre-set minimum price of 220,000.It's entirely possible they bought the Allston land.So is it possible that Wilson will raise some more prices?
Friends told Steve that Wilson was unlikely to raise the price unless some gimmick was employed.
What worries them is that if Wilson is still making deals with other people, once the negotiations are concluded, then Wilson is likely to give up the deal with Elmtree.
Then Steve did two things.First of all, in order to prepare for the purchase of the land in Alston, he asked his lawyer to make a detailed budget. As a result, taking into account all expenses, it was enough to buy the land and move over 300,000.Then, Steve discussed with Mrs. Peters to see what equipment she needed to buy.Mrs. Peters was very happy, talking eloquently, describing her ideal Elmtree Hotel, and finally she even hoped to get $350,000.
The next day, Steve called Wilson to say that the hotel had disagreed with the $300,000 offer.
Ask Wilson if he can give more?Or can you help Elmtree Hotel to do 30,000-40,000 renovation work, so that the price of 300,000 yuan can be accepted.Wilson replied: "Glad the board was able to accept my $300,000 offer. But my company never involves itself in free renovation work. Sorry."
Steve didn't give up, and continued: "Well, if your company can provide some tax-free sponsorship to our hotel to help urgently needed tourists, such as 40,000 US dollars, we would also be very grateful."
"Oh, that's a good idea. But isn't 40,000 a little too much. How about 20,000?"
"25,000," Steve said.
"Okay, just 25,000."
As a result, Wilson's company paid $325,000 directly to the Elmtree Hotel.In this way, Wilson not only saved face, but also broke through his price limit.And the Elmtree Hotel also met all his needs.
In the case, Steve’s preparations for the negotiation can be described as meticulous, from first meeting with the opponent to get to know him as a person; to conducting research and discussing his own negotiation strategy and employment plan; Reaction.Before the negotiation, carefully formulate a strategy to try to get the other party to make an offer first, and when there is an adjournment in the middle of the negotiation, he promptly revises his negotiation strategy and corrects his offer.It was seamless.At the last moment of the negotiation, Steve, relying on his flexibility and understanding of Wilson, successfully played a trick, which not only achieved the goal of raising the price, but also saved Wilson's face, leaving Wilson speechless Say.
For a layman like Steve, it is not easy to reach such a high level of negotiation.In fact, everyone is not born to be good at negotiating. As long as you make sufficient preparations, study and analyze carefully, you will be able to achieve good results.
A British mining company has a subsidiary in Africa that employs thousands of black people because it is far from home.Eighty percent of these thousands were black women.And these women are from remote tribes.They left their hometowns to work in the mines in an attempt to change their current poor living conditions.Black women are strong and productive.The boss of the company is naturally very happy, thinking that he did nothing wrong.The wages of these blacks are much less than those of native British workers, and the company bosses can make a lot of money.
However, the good times didn't last long. The company had just established a labor union, and the union made a request: women in the company should be given four months of maternity leave, and women should receive 75% of their wages during maternity leave.This is not a small loss for the company.Of course the company would not agree.But if the company does not agree, these black women will leave the company, and the company will not be able to operate normally.For a while, the upper management of the company was in trouble.In the end, the union and the company agreed on a date for negotiations to resolve the issue.The company dispatched a working group specially responsible for the negotiation to make detailed and careful preparations.After investigation, the working group found that due to various customary factors and a strong concept of raising children to look after the old, the rate of female workers enjoying this kind of welfare will be quite high.This is undoubtedly a big loss for the company.Investigators also found that after the female workers gave birth, they had to send the babies to their own tribes to raise them, but the company still had to pay the female workers 75% of their wages as care fees.This is not conducive to the company's saving of expenses, nor is it conducive to the long-term interests of female workers.
As a result, the investigation team has proposed several revised programs.In the end, after full discussion, they proposed a solution that had the best of both worlds.The main content of this plan is to cancel the care fee for women during maternity leave, and the company will set up a free nursery school to take care of the women's children.This plan was unanimously approved by the company's top management.
So, at the negotiating table between the company and the labor union, the company's investigation team came up with their plan.The union staff were very interested in the proposal, and although the care fee was eliminated, the children received good, free care.Women can also live with their children outside of work, which is great for them.This is conducive to cultivating the relationship between themselves and their children, of course they are happy.
Therefore, the program was successfully passed.Women also love their jobs more and are more committed to their jobs.
In this example, the most important reason why the labor negotiation can be resolved so smoothly is that the company's negotiation team has carefully considered and investigated the relevant negotiation issues during the preparations for the negotiation.After they learned about the customs and habits of African women, they formulated various solutions.When negotiations don't go well, move to the next alternative.In the end, a best alternative was chosen, a free nursery school run by the company.
In this way, it not only meets the needs of female workers to have children, but also makes them more loyal to the company.
Practice has proven that in the negotiation process, the skills and methods of successfully using the best alternative can protect one's own interests.Using this method seems to be a compromise on the surface, but in fact it is a flexible way to achieve one's own goals.This requires negotiators to make sufficient arguments in the preparation process of the negotiation.
The agricultural processing machinery owned by a certain Japanese company is urgently needed by several factories in China.
In order to import these equipments, a representative of a Chinese company held negotiations with the Japanese side in Shanghai.According to regulations, the Japanese side first proposed an offer of 10 million yen.The main negotiator on the Chinese side knew that the other party’s quotation greatly exceeded the actual price of the product, so he replied: “According to our understanding of similar products, your company’s quotation can only be used as a reference, and it is difficult to serve as a basis for negotiation.” The Japanese side The representative didn't seem to expect that we would immediately judge the uncertainty of the price, and was a little caught off guard, so he introduced the performance and quality of the product with irrelevant questions, explaining how good his product is, how high the quality is, and so on.
In fact, we have long been familiar with the performance, cost and sales situation in the international market of this kind of products.We deliberately asked: "I wonder how many companies produce this product in your country? What is the basis for your company's products to be superior to other companies?" This seems to be asking for advice, but it actually implies that you are not the only manufacturer. You don't have to buy your stuff.
The Japanese representative was very surprised by the Chinese representative's question, and the Japanese representative could not answer because it was inconvenient to answer.
So, the Japanese representative left the negotiating table with an excuse, and another representative also pretended to be looking for something, bowed his head and said nothing.In order to get out of the predicament, the Japanese leader returned to the negotiating table and pretended to ask his assistant: "When was this quotation decided?" His assistant immediately came to his senses and said, "Oh, it was decided before."
The Japanese leader smiled at the Chinese representative and hurriedly explained.When the two parties returned to the negotiating table after the adjournment, the other party lied that after checking with the relevant leaders, they agreed to cut the price by 1 million yen.Based on the information in hand and the information that the other party can reduce the price by 10% without asking for instructions as the basis for counter-offering, the Chinese side proposed a price of 7.5 million yen.However, it was firmly opposed by the Japanese side, and the negotiations reached a deadlock.
In order to open up the negotiation situation and make the Japanese side accept the conditions of the Chinese side, the Chinese representative solemnly pointed out: "We have chosen your company from several manufacturers for the introduction of equipment this time, which already shows our sincerity. You said the price is too low, but in fact No. Although this price is a little lower than your company’s selling price to other countries, the total profit has not decreased because of the low shipping cost between China and Japan. What’s more important is that there are still several companies in other countries that are Waiting for our invitation, hoping to sign a sales agreement with us." After speaking, the Chinese representative showed the Japanese the telex sent to China by other foreign businessmen.The representatives of the Japanese side were moved by the detailed negotiation information and candid attitude of the Chinese side. They felt that the Chinese side's counteroffer was justified, forceful, and impeccable, so they shook hands and made a deal.
In this negotiation between the Chinese representative and a Japanese company, the reason why the Chinese representative was able to achieve such a great success is inseparable from the fact that they mastered a large amount of information and skillfully used this information to serve the negotiation: First The Chinese side not only knows the performance, cost, sales in the international market and other information of the imported products well before the negotiation, but also grasps the other party's useful information on the price in a timely manner during the negotiation process.Second, use the information you have to create a competitive situation, thereby weakening the negotiation power of the other party.That is to truthfully inform the Japanese side of the contact situation between other countries and China, which will cause huge psychological pressure on them, and finally achieve the success of the negotiation.
A good negotiator can grasp information, especially use information and work hard on information.This requires negotiators to collect relevant negotiation information before the negotiation. The more information you collect, the more valuable things you may have, and the more you can increase your chances of winning in the negotiation.Secondly, in the negotiation process, the information used should be as accurate as possible. Inaccurate or even wrong information will not help the negotiation, but will bring trouble and failure to the negotiation.Finally, the use of information must be appropriate, use it when it should be used, and not use it indiscriminately when it should not be used.
How to master the negotiation information?
There are various methods and channels for mastering negotiation information, and negotiators should choose and use them according to their different situations.For example, before the negotiation, it can be obtained through newspapers, magazines, radio, professional books, personnel from relevant institutions, and various meetings.In addition, attention should also be paid to collecting information during the negotiation process. For example, in the above case, the Chinese negotiator used the information that the other party could cut the price by 10% without asking for instructions as the basis for counter-offering, and the result effectively achieved his goal.
Andrew Carnegie was a known achiever.He was seen as a model of successful industrialists in the eyes of the world, and he was universally respected and paid attention to.However, as a steel magnate, Carnegie himself didn't know much about the steel manufacturing industry, and hundreds of people under him basically knew more about steel than he did.But Carnegie naturally has his own way of success, which is the famous "name tactic".
Carnegie's "name tactic" originated from a small discovery when he was a child.When Carnegie was a child, he once caught a rabbit, which was a female rabbit, and soon after he found a whole litter of young rabbits.So the food for these little guys became a big problem that plagued Carnegie.Little Carnegie suddenly had a wonderful idea. He told some friends nearby that if anyone could find enough dandelions and clover to feed a little rabbit, he would name the little rabbit after him.This was Carnegie's first trial of the "name tactic," and it certainly worked.After Carnegie grew up, he applied the inspiration brought by feeding the little rabbits to business negotiations many times, and won many successful negotiations.
Carnegie invested in building a huge steel plant.Like all new enterprises, Carnegie needs a sufficient number of loyal customers to maintain its survival and development, but in the steel industry, it is obviously not enough to rely on ordinary promotion methods such as a few small advertisements.After thinking and demonstrating, Carnegie established the method of taking the initiative to attack and focusing on sales, and directly visited customers to negotiate with them.
Carnegie's target was the Pennsylvania Railroad, but this big company already had its own supply channels, and Carnegie's new factory was obviously not competitive enough in all aspects.Facing such a difficult situation, Carnegie thought of the "name tactic" he used when he was a child.He found out that the chairman of the company was named Thomson, so he named his new steel factory "Thomson Steel Works", and then came to the Pennsylvania Railroad with company documents.
When Mr. Thomson heard the name of the company that produced railroad tracks, all his doubts and hesitation disappeared because the company had the same name as himself.In this way, Carnegie easily earned huge profits from the company.
Carnegie's company grew rapidly, and finally came into serious conflict with George Pullman's company over a sleeping car business.The Iron King recalled his childhood games again.He cleverly used the "name tactic" again, not only protecting his own interests, but also becoming friends with the other party.
Both parties wanted the Union Pacific business at the time.In order to beat each other, the two companies lowered their prices so desperately that there was no profit for either side of the deal.The hostility between the two companies has become increasingly acute.
Carnegie was uncomfortable with the serious damage to the interests of both companies, but he did not want to lose the business, so he took an opportunity to start negotiations with Pullman.When Carnegie met, he said: "Mr. Pullman, aren't we making things difficult for ourselves now?" His directness and initiative immediately aroused Pullman's interest, and he said, "What's your opinion?" So Carnegie Just said what I thought, that is, the two companies merged into one company.He said: "The facts are already very clear. The abnormal competition between us has greatly damaged our respective interests. This kind of competition will only bring benefits to the railway companies. For us suppliers, it is tantamount to Suicide. Please think about it, if we merged, not only would we avoid this cannibalism, but we would also form a monopoly in this industry, turning a buyer's market into a seller's market, what do you think?"
Pullman had no such intentions, but years of experience in business warfare had trained him to be calm and calm. In order to deal with Carnegie's so-called "suggestion", he asked casually: "What name should this new company take? Seeing the opportunity came, Carnegie blurted out: "Pulman Palace Sleeping Car Company." In fact, this was the name Carnegie had thought of a long time ago, and it was also his last trump card in the negotiation.Sure enough, Pullman's eyes immediately brightened, and the two began to seriously discuss the possibility and operability of cooperation.In this way, Carnegie succeeded again.
After the strength of the steel industry continued to grow, Carnegie began to set his sights on the coke industry he had longed for.At that time, there was a young man named Flick who played an important role in the coke industry and was known as the coke king.Carnegie's involvement in this industry is bound to compete with Flickr.This would bring considerable contradictions and troubles to Carnegie's early operations, so Carnegie thought of cooperation again.
In order to get Frick's cooperation, Carnegie decided to negotiate with him. "Mr. Flick, with the rapid development of the steel industry, the coke industry is really getting more and more popular. Your business must be getting more and more prosperous, right?" The young Frick could only be modest and polite in front of Carnegie. A few words. "It's really admirable that you have become the world's coke king at such a young age!" Carnegie spared no expense of praise in order to win the other party's favor. "Where is there! Compared with you, I am nothing to mention, and the difference is far away." With such repeated politeness, Carnegie gradually made Flick relax, and developed a good impression of the steel magnate.Feeling that the time is right, Carnegie said in a deliberative tone: "Mr. Flick, are you interested in cooperating with me?" Through previous conversations, Frick has already respected this old man in the steel industry very much. , no matter what you think in your heart, you will naturally not object in person.So Carnegie hit the iron while it was hot: "Your coke company is estimated to be worth 325,000 US dollars, and the new company will be established at 2 million US dollars. The name of the company is Flickr Coke Company..." The conditions are quite favorable, not only does it have no signs of annexation, it sounds like It's like Flick swallowed Carnegie.Flick immediately became interested, and then asked: "Then how to distribute the shares?" He swallowed the Coke King sensually.
A successful negotiator always makes full preparations in all aspects before the negotiation, so as to know himself and the enemy well.There are many elements to the pre-negotiation preparation work, and the last one is to arrange a mock exercise for the upcoming real negotiation.Especially for more important negotiations, this link and content are essential.In the simulated negotiation process, not only can the weak link or inadequacy of one's own negotiation plan be exposed, and appropriate compensation and modification measures can be taken, but more importantly, one's own negotiators can get a chance to practice on the spot, so as not to When encountering difficulties in formal negotiations, you are at a loss, so that you fail in the end.
There was a serious disagreement between the head of technology and the head of sales at a company that produced complete sets of office equipment.The point of disagreement between the two parties is whether to require a technical specification for a new device to be put on the market.When the conflict is irreconcilable, the dispute must be resolved through a negotiation between Jones, the deputy general manager in charge of technical design, and Parker, the deputy general manager in charge of sales.
In order to defeat his opponent in the negotiation and prove the correctness of his point of view, Jones made a series of solid preparations.He first selected his deputy Watson as the main negotiator, and began to investigate and study, trying his best to find out the company's sales in some specific areas in recent years, including which are the largest customers and the relationship between customers and the company. Then Jones gathered the backbone of the department to jointly study the information he had, discuss and formulate a negotiation plan.Finally, they decided to come to a simulated negotiation to test and improve their negotiation plan.
In the simulated negotiation, Jones selected Watson and others to play the roles of Parker and other opponents, proposed and considered various possible hypotheses, and simulated the possible rebuttals made by the opponents.They calmly contemplate and examine the assumptions made by one's side and those the other side might make, discussing and debating them.Through this simulation, many problems were found.
First, Jones assumes that Parker, the sales manager, is only interested in instilling the most unrealistic sales myths in his people. What assumptions can contain is more complex.Then, through simulated negotiations, Jones discovered that his preparations for the negotiations were based on an uncertain technical indicator about the operation of the equipment, but without further information, Jones could not make such doubts so hastily.
Another point is that before the simulated negotiation, Jones always believed that the technical design was decided by the department he was in charge of. In fact, this was also incorrect.In addition to the technical department, such as salesmen, customers, etc. can actually put forward useful opinions and suggestions on technology, and he must not take his technical expertise as a foothold in negotiations.
After carefully sorting out his various hypothetical plans, Jones also asked for a simulated negotiation to predict Parker's various possible assumptions, including the fact that the technical department does not care about the ins and outs of the company's sales business and existing problems.On this basis, the affirmed plans and strategies in the simulated negotiation were approved, and necessary revisions and supplements were made to the places that were found to be problematic, making Jones more confident in planning and countermeasures for the upcoming negotiations.
Because Jones did a lot of preparation work before the negotiation, and used the mock negotiation to correct his own deficiencies, the negotiation went very smoothly.Throughout the negotiation process, Jones almost completely took the initiative and advantage.The issues discussed were basically resolved according to Jones' plan, and Jones finally achieved great success in the negotiations.
由此案例可以总结，所谓角色模拟的谈判技巧和方法，就是在正式谈判之前，谈判的一方选择本方不同的谈判人员扮演对手的角色，站在对手的角度和立场考虑问题，设身处地地提出各种对手所能够想像到的问题，让这些问题提前考验自己。这样就可以在谈判之前寻找到解决问题的途径和方法，确定己方的应对措施。正式谈判前进行模拟谈判之后，不仅可以做到应对自如，而且还可以在气势上给对手一个措手不及，使之难以招架，使己方处处占据主动和优势地位，对谈判进程的影响自然不言而喻了。
为拓展对外合作市场，天津派了一个代表团到德国访问。
在我方的预定计划中，有一个要引进摩托车生产技术的重点项目。一个偶然的机会代表们得知，慕尼黑的纯达普摩托车生产厂——纯达普是当时非常有名的一个摩托车生产品牌——由于经营不善，目前已经债台高筑，突然宣布破产，正急于出卖整个厂。这个消息令中方代表团为之兴奋，立即决定前往慕尼黑对这个厂做进一步的考察。
当代表们实地考察了纯达普摩托车厂后，发现这个厂采用了当时世界上最先进的摩托车生产技术。其产品性能优良，在欧洲有很高的声誉。只是由于近年来刚刚崛起的日本摩托车工业以低廉的价格冲击欧洲市场，才使它面临严重的威胁。因为纯达普生产厂背后没有强有力的资金支持，无力渡过难关，所以只好宣布破产。但是该厂拥有雄厚的技术力量、良好的产品质量和先进的生产技术，而且卖价低廉，这些吸引了中方代表团的注意。于是，中方代表团果断地向德方放出信息说明有意购买纯达普摩托车厂的意向，但是必须回国后请示批准才能签订合同。此时，印度、伊朗等几个国家已经注意到了这个摩托车厂，纷纷来电、来函予以询问。显而易见，谁得到了这个生产厂，谁都将在该国摩托车生产业中占有举足轻重的地位。这是一块“诱人的月巴肉”。
中方先遣代表团觉得时间紧迫，来不及多想，立刻回国请示。天津方面当即做出决定：全部购买纯达普厂的设备与技术，并正式通知德国方面。同时天津方面决定以最快的速度做好谈判的准备工作，争取在半个月内完成这一购买计划。但是就在天津方面在为谈判积极筹划的时候，德方突然来电：伊朗商人已经和纯达普厂签订了合同。
这个电报令中方大吃一惊，但是中方并没有放弃，因为谈判桌上风云变幻，很有可能再出现转机。于是中方立刻指示在德的联系人：详细摸清情况，再定对策。
过了几天，德方又来电：伊朗商人所签合同规定于10月24付款，如按期不能付款，合同宣布无效。此时已经是10月20日。形势紧迫，天津方面冷静地分析了从德国传来的每一个信息，认为伊朗方面很有可能不能按时付款。于是天津方面紧急指示，命令谈判代表立刻赴德，见机行事。10月23日凌晨，中方代表乘坐的客机在晨雾中抵达法兰克福机场后，他们又转乘飞机于上午11时抵达慕尼黑，并悄悄住在一个不起眼的小旅馆内。他们时刻与纯达普厂保持着密切的联系，分析着每一个情报中的细微变化。
10月24日，整个代表团沉浸在一种紧张的气氛中，每一次电话铃响都会令代表们心跳加快。下午15时，一阵急促的电话再次惊动了代表们的心，随之是一阵喜悦：伊朗商人未能按期付款，他们的合同无效了。中方代表立即联系纯达普厂，要求马上谈判。中方的神速令德方惊叹。经过反复磋商，双方终于达成了协议，而且中方以低于伊朗方面200万马克的价钱成功地收购了纯达普。
首先，中方代表善于把握时机，果断决策。当他们得知纯达普要出卖时，立即做出决策，与对方联系说明购买意向，并马上回国请示。而且天津方面也以最快的速度做出答复。
其次，不断地捕获信息，运用信息。虽然先遣团回国，但是中方一刻也没有放松对德方的关注，不断地获取信息，并根据信息调整自己的策略。中方谈判之所以获得成功，与他们善于运用信息，并采取出奇制胜的策略不无关系。
范蠡是越王勾践的著名谋士，后来他从事经商，自号陶朱公。一次，范蠡的次子因为杀了人，被囚禁在楚国的监狱里。他决定派自己最小的儿子携带着一千两金子到楚国去通融一下，把二儿子给救回来。范蠡的大儿子因为父亲派了自己的小弟弟而没有派他去感到没面子，竟然要自杀。范蠡一见如此，不得不改换主意，只好派长子前去楚国，并写了一封书信带给自己的好友庄生。同时他告诫长子，到了楚国一定要把这一千两金子送到庄生家，由他处理。万万不能与庄生因为任何事情发生争执，这样反而会坏事。
范蠡的长子来到楚国后，按照父亲的嘱咐把一千两金子送到庄生家里。
庄生看了范蠡的书信之后，立即明白了他的意思，于是让范蠡的长子马上离开楚国，一刻都不要耽搁，而且保证他的弟弟会立即被保释出来。范蠡的长子听了之后假装离去，却自作主张地偷偷留了下来，藏在自己一个朋友的家里。原来，庄生家境贫寒，平时以清廉耿直而受到人们的尊敬。在楚国除了楚王，所有的人都对庄生非常敬重。范蠡送给庄生的一千两金子，庄生并不想接受，但又怕范蠡的长子以为自己拒绝帮忙而心生猜忌，就先收了下来，准备以后有机会再还给范蠡。
这天，庄生趁着晋见楚王的机会，对楚王说自己夜观天象，发现楚国将有一场大灾难，只有实施仁政才能够消除掉这场大灾难。庄生建议楚王大赦天下，把监狱里的囚犯全部释放，这样就可以避免这场灾祸。楚王听了庄生的话，便下令赦免囚徒。范蠡的长子听说以后认为既然楚王要大赦天下，自己的弟弟当然也应该被释放，而自己带来的一千两黄金就白白浪费了。于是他又来到庄生家里。庄生问他为什么没有回国去，他说听说弟弟马上就要被释放出来了，特地前来辞行。庄生立即明白了他的来意，就让他把那一千两金子带回去。等范蠢的长子离开之后，庄生突然感到很愤怒，心想这不是被他给欺骗了吗？既然我把你弟弟给救出来了，为什么还要把金子要回去呢？即使不来要，我也会把金子给你还回去的。既然你这样，我就不客气了。于是庄生又一次去面见楚王。他对楚王说，大王本来是想实施仁政以消除灾祸，但是现在人们却传说范蠡的儿子因为杀人被囚禁在楚国。他家拿了好多金子贿赂大王的手下，所以大王的赦免不是为了楚国的百姓，而是范蠡使用金子的原因。这话一旦被传开，大王您的威望可就大大降低了。楚王听了以后，心想范蠡竟然敢在我的国家如此放肆，这还了得！于是立即命令先根据罪行把范蠡的二儿子杀掉，然后再赦免监狱里的犯人。
范蠡的大儿子万万没想到楚王会在大赦天下之前先把自己的弟弟给杀死，他想来想去也没想明白到底是什么原因。范蠡的大儿子哭哭啼啼地带着弟弟的尸体回国去了。等他回到家里，把事情的经过一说，家里人都非常悲痛，没想到楚王会这么做。只有范蠢自己心里最清楚，他告诉大家说，是大儿子把他弟弟害死的。
家里人不明白其中的原因，范蠡对大家说：我早就料定了他会害死老二的。这并不是因为他故意要害死自己的兄弟，而是其他的原因。众人不明白，范蠡就说，老大从小就和我一起，他经历了太多的艰难困苦，知道钱财来得非常不容易，就对钱财非常地看重。当他把金子送给庄生后，知道自己的兄弟将要被放出来，于是他觉得自己的钱白花了，就想方设法把金子又要了回来。这样必然会激怒庄生，老二能不被杀死吗？而小儿子则不同，他从小没吃过苦，从懂事开始，吃穿住行都非常阔绰，他并不知道钱财来之不易，也不会吝惜钱财。我当初派他前去楚国，就是考虑到这方面的原因。这个流传甚广的故事对提高谈判素养是大有好处的。范蠡的长子因为吝惜钱财而害死了自己的弟弟。范蠡明知道事情会弄糟糕，但是由于长子的固执和坚持而无奈派了他前去楚国，结果害死了次子。因为错派了谈判的使者，导致儿子的性命丢掉，这是非常值得我们深思的道理。
中方曾从某国引进了三套年生产三十万吨化肥的大型机械设备。可是在实际生产中却出现了转子叶片断裂的事故。于是一场关于索赔的谈判开始了。
中方派出由机械工业专家、某大学的孟副教授为主谈的谈判班子。而对方则派了一位经验丰富，学识渊博的技术谈判专家——B总工程师。
双方争论的焦点在于转子叶片的强度够不够。对此，对方竭力否定，认为叶片断裂纯属偶发事件，不存在技术问题，只要维修一下就可以了。中方则认为，产品的设计不合格，要求重新设计，并赔偿中方损失十亿人民币。谈判一开始，B总工程师就侃侃而谈，并拿出国际透平机械权威特劳倍尔教授的理论和意见做证明，强调只要把断裂的叶片顶部稍加改进就可以了。随后又将几份有关事故设计计算和分析报告递给孟副教授。B总工程师拿出的材料的确有些分量。一般而言，没有人敢怀疑权威的证明。孟副教授陷入了沉思之中，怎么办？对方的观点和漏洞，孟副教授不难据理反驳，但是科学的流派很多，如此一来，岂不成了学术争鸣了。为了改变目前不利的局面，孟副教授迅速地调整谈判策略，改变了直来直去的谈判方式，因势利导，顺水推舟。既然对方拿出权威来压我们，我们不妨用其矛攻其盾。于是孟副教授说：“我们赞成特劳倍尔教授的理论，它应该成为我们共同遵守的准则。”
接着，孟副教授话锋一转，依据自己对这位权威理论的透彻理解和实践经验，提出了一连串有分量的问题。他指出，特劳倍尔教授的观点在理论上是完全成立的，但理论上成立的东西不等于在实践上就一定成立。由此，孟副教授开始摆托不利的处境，把理论问题引到解决实际问题上来，即叶片的强度问题上来。以至于对方只能用“大概是”、“可能”等含混的词语来搪塞。
B总工程师明显已经陷入了尴尬的境地。孟副教授看到这种情况，知道应该适可而止，让对方休息一下，以调整谈判策略。
第二天，谈判继续进行。B总工程师明显的还没有从昨天的阴影中缓解出来，脸色阴沉。为了缓和谈判气氛，孟副教授首先肯定了B总工程师昨天的论述，然后根据国际上一系列著名工厂和公司的实践经验，证明对方提出的处理事故的方案不能解决问题，而必须重新设计叶片。孟副教授始终面带微笑，尊重对方，显然B总工程师已经被他的话折服了。但是在道理上接受孟副教授的观点，并不等于在实质上接受中方的处理办法。因为如果接受了中方的观点，那么接下来就要进行索赔的谈判，这会令对方更加的难以接受。
谈判再度陷入僵局，不得不再次休会。
第三天，孟副教授根据谈判的实际情况，再次调整了自己的谈判策略。
他换了一种提法说：“根据你们带来的计算书，我也用你们的数据，按特劳倍尔教授的公式和理论来计算。我想这样算出的结果会更容易让你们接受。”
这一要求令对方无法反驳，只得重新坐下来听孟副教授的计算。孟副教授每讲完一段就征求对方的意见，问对方是否有不同意见或者听不懂的地方，每次B总工程师都说：“讲下去，讲下去……”论证结束，盂副教授放下手中的粉笔，微笑着说：“各位先生，我用你们提供的数据和你们信服的方法来计算和证明，其结果仍然是叶片的强度不够。”孟副教授成功地运用了以其矛攻其盾的战术，让对方无话可说，只好接受中方提出的经济赔偿和重新设计叶片的要求。
这个案例是典型的专家谈判的案例。在很多技术性很强的谈判中，安排专家作为主要谈判者是取得胜利的关键。孟副教授通过艰难的说理和精密的推理、计算，采用以其矛攻其盾的谈判方法，最终说服了对方。
同时我们要记住，不要被权威的言论吓倒，要有勇气坚持自己的见解。孟副教授的成功之处还在于从心理上战胜了对方的“权威”。
生活在世界上的每个人都有其需要和爱好，并且都希望他们的需要和爱好得到满足，而一旦有人能够理解和满足其需要和爱好时，就会对对方产生一种信任和好感，也乐于同对方进行合作与交流。这样一来，满足他人需要和爱好的人本身的需要和爱好也就可能通过对方得到满足。正是根据这个道理，人们往往乐于用投其所好的策略和技巧来达到自己的目的。
将投其所好作为一种谈判的技巧和方法用于谈判实践中，其基本的思想就是为了使谈判达成有利于己方或者有利于双方的协议，谈判者根据对方的需要、爱好，有意识地迎合对方，使双方达到共识，在找到了共同点的基础上再进一步提出自己的要求和条件，使对方易于接受和认可，进而使自己的谈判企图和目标得以实现。
迪巴诺公司是纽约有名的面包公司。该公司的面包远近闻名，纽约大多数的大酒店和餐饮消费场所基本上都与迪巴诺公司有合作业务，因此迪巴诺的面包销量越来越好。与大多数饭店不同的是，迪巴诺公司附近的一家大型的饭店却一直没有向他们订购面包。这种局面维持了长达四年的时间。期间迪巴诺公司的销售经理以及公司的创始人迪巴诺先生每周都去拜访这家大饭店的经理，也参加他们所举行的会议，甚至以客人的身份入住该饭店，想方设法同大饭店进行接触，一次又一次地同他们进行推销谈判。但是无论采用何种手段，迪巴诺公司的一片苦心，就是不能促成双方的谈判成功。这种僵持局面令迪巴诺暗自下定决心，不达到目的决不罢休。
从此以后，迪巴诺一改过去的推销策略和谈判技巧，开始对这家饭店的经理所关心和爱好的问题进行调查。通过长时间详尽细致的调查，迪巴诺发现，饭店的经理是美国饭店协会的会员。由于热衷于协会的事业，这位经理甚至还担任了饭店协会的会长一职。凡是饭店协会召开的会议，不管在任何地方举行，这位经理都会乘坐飞机赶去参加。这一重大发现给了迪巴诺很大的帮助。当他再次去拜会饭店经理的时候，他就以饭店协会为话题，围绕着饭店协会的创立和发展以及一些有关事项和饭店经理进行交谈，果然起到了意想不到的结果。这一话题引起了饭店经理的极大兴趣，他的眼里闪着兴奋的光，和迪巴诺谈起了关于饭店协会的事情，还口口声声称这个协会如何给他带来无穷的乐趣，他如何为协会的发展尽心尽力等等，而且饭店经理还欣然邀请迪巴诺参加这个协会。
这一次同饭店经理“谈判”的时候，迪巴诺丝毫不提关于面包销售方面的事情，只是就饭店经理所关心和感兴趣的协会话题取得了很多一致性的见解和意见。不仅如此，饭店经理甚至表示同迪巴诺有相见恨晚之感。两个人大约长谈了有一个上午的时间。在这期间，迪巴诺根本没有提及双方有关业务方面合作的话题，对方丝毫也并不想谈及合作，只是对他感兴趣的饭店协会绘声绘色地和迪巴诺聊得很愉快。迪巴诺起身告辞时，饭店经理甚至还约请他一起留下来吃饭，当然被事务繁忙的迪巴诺找个借口婉言谢绝了。
然而几天以后，饭店的采购部门突然给迪巴诺打去电话，让他立刻把面包的样品以及价格表送到饭店去。迪巴诺有些喜出望外，准备好了东西，很快就赶到了饭店。饭店的采购组负责人在双方的谈判过程中笑着对迪巴诺说：“我真猜不出您究竟使了什么样的绝招，使我们老板那么赏识您，并且决定与你们公司进行长期的业务合作，”听到对方的话，迪巴诺有些哭笑不得，想起他迪巴诺公司的面包并非无名，可是向他们推销了四年面包，进行了若干次推销谈判，竟然连一块面包都没有销售出去，如今仅仅是对对方关心的事情表示了关注而已，形势却发生了180度的转变。迪巴诺此时心想，如果我依然没有发现他所关心的事情，恐怕到现在为止我仍然只是跟在他身后穷追不舍地推销自己的面包呢。
尽管迪巴诺公司享有盛名，迪巴诺对饭店经理穷追不舍，但是历时四年，他们都没有取得谈判的成功；相反的是，即使迪巴诺公司并没有改进面包的质量，追巴诺也没有降低谈判的价格水准，但是由于抓住了饭店经理所关心和感兴趣的事情，巧妙地运用了投其所好的谈判策略，终于使饭店与迪巴诺公司达成了共识，实现了双方的长期合作，迪巴诺因此也实现了自己多年来的谈判目的。
谈判是一种实力的较量。这种实力既包括谈判场内的实力，更包括谈判场外的实力。相应地，谈判技巧和方法也既包括谈判场内的和谈判场外的。
谈判需要场内的实力和场外的实力相互配合和支持，需要场内与场外的技巧和方法相呼应和补充。
实力对抗的谈判策略，指的是谈判者为了达到某种谈判目的，在谈判之前或者谈判过程中，为己方积蓄足够强大的谈判实力，以此在与对方的实力对抗和较量中取得优势，进而赢得谈判的成功，实现己方的谈判目标。如果在谈判中没有足够的实力使己方在谈判中处于优势，战胜对方，使对方心服口服，那么，谈判就很难取得成功，谈判的目标就不可能顺利实现。
上海市电子振兴办公室召集了市青年科协等在内的众多单位一起谈判协商关于程序辅导班的承办事项。在谈判协商的过程中，大家都为争取这个机会而争吵得非常激烈。这个时候，作为复旦大学学生科技咨询开发中心谈判代表的邵刚站了起来，他说：“大家不用争了，我想问大伙几个问题。”他停顿了一下，扫视了一下在场的其他谈判代表，说出了他的问题：“你们有多少人报名了？你们打算怎么办？你们有没有高级程序辅导班的教材？”
这一问顿时让大家怔住了。接着，年轻的邵刚胸有成竹地说：“我可以告诉大家，我们已经有三百多人报名了。而据我所知，你们九三学社计算机培训部才五十多人报名，你们市计算机培训中心才不到十人报名，你们上海计算机研究所也才五六个人报名，而你们市青年科协虽然在报名上做了广告，但报名的人也并不多吧！”
谈判场内一片嘈杂，谈判对手们都感到十分吃惊：他怎么把我们的底细知道得这么清楚？他们学生科技咨询开发中心又怎么争取到这么多人报名？
“我可以告诉大家，这没什么奥秘可言，我们是通过上海计算机水平测试考试实施办公室把所有已经通过初级测试的人员名单搞来，给他们每人发了一封信。当然，仅仅凭借这一点是不够的。我们还在办班的时间、地点、方法上做了改进。比如：我们为了方便学员，在市区的东头、西头各设两个教学点，我们同时开设了几个班，有白班，有晚班，有平时的，有周末的，可以让学员根据自己的业余时间自行选择。另外我们还精心编写了培训教材，而且这本教材，我可以告诉大家，到目前为止还是全国第一本教材。”
小伙子不紧不慢的陈述震动了其他的谈判代表。大家怎么也没想到复旦大学学生科技咨询开发中心竟然考虑得这么周到。他们的动作又是那么迅速。面对这一实力强大的对手，面对这位年轻大学生出色的谈判才能。其他几个单位的代表彻底服气了。他们在激烈的谈判中失败了。最后，大家一致同意这个计算机高级程序辅导班全部让复旦大学来办，已经报名的也全部转给复旦。邵刚所代表的复旦大学学生科技咨询开发中心取得了谈判的圆满成功。
在这场多方争夺的谈判中，复旦大学之所以能够取得谈判的成功，在激烈的竞争中争取到举办计算机高级程序辅导班的机会，原因就在于他们具有强大的谈判实力同其他谈判对手相对抗，最后击败了对手。强大的谈判实力不是天生的，需要付出相应的努力或者代价才能获得，而谈判之前翔实的准备工作是在谈判桌上能够体现谈判实力的必不可少的。此外，使用实力对抗法的谈判策略，还需要时刻注意分寸，既要用己方的强大实力与对手对抗，又不要因此而损害谈判各方的人际关系，要以理服人而不是专横霸道，否则实力对抗的谈判策略也会给谈判者带来不良的后果。