Chapter 34 Chapter 34 Reciprocity and Win-Win——Basic Starting Point of Negotiation

In negotiations, it is inevitable that the interests of the two parties are inconsistent, and sometimes they are even sharply opposed. It is precisely because of the existence of differences and differences that it is necessary to use negotiation for coordination. Coordination methods are different, and the results are also very different. There used to be such a story, a pair of sisters competed for an orange.The two parties decided to split the orange into two to show fairness. My sister got half an orange, ate the pulp, and then dropped the orange peel.The younger sister threw away the pulp of the other half of the orange and made a cake with the orange peel and flour.It cannot be said that this was a successful negotiation, because while both sides gained something, they also lost something.Of course, it is rare that both parties have nothing to lose in negotiations, but if handled properly, some "losses" can be reduced or avoided.Why can't one person take all the pulp and the other all the peel?At the negotiating table, the two sides are often like sisters competing for food, not knowing how to make both sides gain through mutual benefit.

In the negotiation, the two sides insist on opposing positions and refuse to give in, which often leads to a stalemate in the negotiation.Pursuing the principle of mutual benefit can break the deadlock and reach an agreement that is beneficial to both parties. In negotiations, pursue the principle of mutual benefit, and be good at finding the common interests of both parties behind the confrontation and conflict. The discovery of common interests can encourage both parties to understand the righteousness and promote the success of the negotiation.Common interests can also bridge differences and lead to a sensible agreement.

In negotiations, pursue the principle of mutual benefit.You must also be good at pointing out the interests of the other party.Sometimes, negotiators stick to a certain position and cannot reach a stalemate, or they only see one side of the interest and ignore the more important one.If you observe this keenly and point it out to the other party in good faith, you will reach an agreement that will benefit you as well as him. Carnegie once had such a negotiation.For a while, he rented a New York hotel ballroom for ten days each quarter for a series of lectures.Later, at the beginning of a certain quarter, he suddenly received a letter from the hotel asking for a rent increase, and the other party asked for a double increase in rent.Tickets for the lecture series were already printed and sent out.Carnegie was of course unwilling to pay the increased rent.A few days later, he went to see the manager of the restaurant.He said: "I was a little shocked to receive your notice. However, I don't blame you at all. If I were in your position, I would probably write a similar notice. As a restaurant manager, your responsibility It’s about doing as much for the hotel as possible. If you don’t, you risk getting fired, so you raise the rent. So let’s get a piece of paper and write down the pros and cons that will do you good and bad.” He held a A piece of paper, draw a line in the middle of the paper, write "benefits" on the left and "disadvantages" on the right.He wrote "Dance Hall, For Hire" on Leigh's side.Then say, "If the ballroom is vacant, it can be very advantageous to rent it out for dances or conferences. Because these events will bring you far more profit than renting it out for a lecture series. If I Occupying your ballroom for twenty nights, of course, means you lose some very lucrative business."

"Now, let's consider the cons. First of all, you are not getting more income from me, you are actually canceling this income, because I can't afford the price you are asking, so I can only be forced to change to Hold lectures in other places. Secondly, there is another disadvantage for you. This lecture has attracted many knowledgeable and cultured people to your hotel. This is a good advertisement for you, isn’t it? Actually In fact, if you spend 5,000 yuan to advertise in the newspaper, you can’t attract more people to this restaurant than my lecture. This is very valuable to the restaurant.”

Carnegie wrote down these two "disadvantages", and then handed the paper to the manager, saying: "I hope you can think about it carefully, weigh the pros and cons, and then tell me your decision." The next day, Carnegie received a letter letter, informing him that the rent would only be increased by 50%, not doubled. Carnegie did not mention his own requirements or his own interests, but always talked about the interests of the other party and how to achieve it would be more beneficial to the other party, but he succeeded in achieving his own goals.Care about the other party's interests, put yourself in the other party's shoes, put yourself in the other party's shoes, point out his interests, and the other party will gladly cooperate with you.The key to successful negotiation is to find out what the other party really needs.When you seek your interests, you also point out a way for the other party to obtain the interests he seeks.Negotiators should also see each other as partners in times of trouble.

In order to survive yourself, you have to try to help the other party survive.Only by preventing risks together can we share benefits. At the negotiating table, when you want to drink soup, don't forget that the other party also has a spoon in his hand. Negotiation does not simply refer to the confrontation and mutual demands between the two parties, but a highly cooperative work. Some negotiators overemphasize the competition and confrontation between the negotiating parties, while ignoring the cooperative nature of the negotiation. If both parties negotiate with the attitude of competitors and opponents and only consider their own interests, it will only lead to the breakdown of negotiations.

Many negotiations could have reached an agreement, but the result is not happy, causing mutual losses. Except for some objective reasons, in many cases, it is directly related to the failure of the negotiating parties to follow the principle of cooperation. Negotiators should communicate and negotiate with each other in all aspects with a cooperative attitude, which can not only promote the success of the negotiation, but also achieve their own negotiation goals and obtain the ultimate negotiation benefits.This is the cooperative principle law. No matter which field the negotiation is in, as long as the negotiating parties have a cooperative attitude, in order to solve the problem instead of trying to defeat the other party, the negotiation is easy to succeed.It is for this reason that high-level negotiators always enter negotiations with a very cooperative attitude and try to obtain the benefits they need.

A Japanese businessman urgently needed to process a batch of new styles of popular suits. He came to a famous down production factory in China for business negotiations and asked to customize a batch of down jacket suits according to his samples.However, our manufacturer learned from the negotiations that due to the small quantity of products demanded by Japanese merchants, it is difficult to carry out batch processing and production, and the difficulty of processing is very high, resulting in quite high costs for the processing party; in addition, the delivery he requested The period is very short.He traveled to many places in China, but was politely rejected by the manufacturer.

This time, our manufacturer confirmed that the processing difficulty required by Japanese merchants is indeed quite high through careful verification and inspection of incoming samples.In this case, if the factory accepts this batch of orders, not only will there be little profit to be made, but it is also very likely to lose money.However, if you do not take over this batch of business, what you will lose may be the prospect of future cooperation between the two parties.Seeing the sad face of the other party's businessman and the look of being very anxious, our negotiators proceeded from the interests of the other party, and in line with the principle of cooperation, made a decision on the spot, signed a processing contract with the Japanese businessman, and guaranteed that the quality will be guaranteed. The quantity is delivered on time.Our cooperation spirit and open-minded negotiation attitude deeply touched the hearts of Japanese merchants.The other party felt that our side could not only think about ourselves, but also possess considerable strength, and was full of strong confidence in the cooperation between the two parties.

Later, after further communication, discussion and negotiation between the two parties, the Japanese merchant immediately decided to increase the quantity of goods, and proposed to our manufacturer that the processing quantity should be increased from 5,000 to 100,000. He wants to do mass promotion in Japan.In this way, due to the benefits of mass production, our manufacturer not only greatly reduces the cost, but also has considerable profits, thus becoming a long-term partner with the other party in one fell swoop. The down manufacturer exchanged sincerity for the trust of the other party, which made the other party propose to change the demand, and finally won the negotiation.If the down manufacturer does not cooperate with Japanese merchants based on the attitude of sincere cooperation, but proceeds from the immediate interests, the result is likely to be the same as the previous encounters with Japanese manufacturers. Not only will the two parties fail to reach any agreement, but they will also lose a important partner.It can be seen that cooperation can bring unexpected benefits and benefits to negotiators in negotiations.

The concept of cooperation in negotiation is crucial to the success of the negotiation.When negotiators are unprofitable or even facing a loss of business, they cooperate with the other party with a sincere attitude to facilitate the success of the negotiation. It is not that they want to give up the benefits of the negotiation, but to seek long-term cooperation by giving up the temporary small profits and the greater good.All of this was not obtained by means of deception, but by virtue of sincerity and cooperation in the negotiation, so that the other party can fully feel its own attitude and strength, first determine the tone and direction of the cooperation between the two parties, and then carry out specific negotiations with the other party. Communication on cooperation matters, and finally achieve a win-win result. China and Japan have negotiated on the quality of FP-418 trucks. Prior to this, both parties had made careful preparations to win the negotiation. As soon as the negotiation started, the Chinese side briefly introduced the damage of the FP-418 truck in various parts of China and the feedback of the users.Although the Chinese side has not mentioned the issue of compensation here, it has explained sufficient factual basis for the issue of compensation, demonstrated China's negotiating skills and power, and opened the prelude to the negotiation properly. Japan has long expected this.Because the quality problem of FP-418 is an unavoidable problem.The Japanese side had ghosts in their hearts, and in order to avoid getting entangled in this unfavorable issue, they said calmly: "Yes, some cars do have tires burst, windshields broken, circuit failures, and rivets broken. , and there are occasional cracks in the frame.” The Japanese side’s answer appeared to be self-blame on the surface, but in fact it was to avoid the important and ignore the minor, and lead the boat of negotiation into the waters designated by its own side. Knowing the intention of the other party, the Chinese side retorted: "The representatives of your company have been to the scene to see it. According to the commodity inspection and expert appraisal, the rivet is not broken by vibration, but broken directly. The cracks on the frame are not just cracks, but cracks. , Fracture! And the fracture of the frame cannot be described as "occasionally". It is better to use more scientific and accurate data to explain the problem..." Seeing China's tough attitude, the Japanese side smiled and said, "I'm sorry, we haven't made an accurate estimate on this yet....'Then, can your company give a unified answer to the quality problem of the FP-418 truck?...'China's There is a problem with the road." The Japanese side changed the subject and answered the question irrelevantly. The Chinese side immediately retorted: "You have already visited the site, and this statement lacks basis." The Chinese side is pressing every step of the way, and the Japanese side is setting up defenses everywhere.The atmosphere of the negotiations gradually became tense.Shortly after the start of the negotiations, China and Japan reached a deadlock on how to determine the quality of the FP-418 truck.The Japanese side insisted that the Chinese side deliberately exaggerated the quality of the truck: "The quality of the FP-418 truck is not so bad. This has never happened to our company. It is simply incomprehensible." Facing the Japanese side The Chinese side thought it was time to list the evidence, so they pushed the relevant materials in front of the other party and said: "Here are the notarized conclusions of the commodity inspection and notary agency, as well as the video shot by the commodity inspection." Hearing this, the Japanese side again I didn’t dare to persist anymore, and hurriedly said: "No! No! We believe the conclusion of the commodity inspection and notary agency. We are asking whether your country can make appropriate concessions. Otherwise, we cannot explain to the company." So far, The defense line set up by the Japanese side on quality issues has been breached.Immediately entered the difficult stage of negotiations - the issue of claims. The Chinese leader knows that in technical business negotiations, facts and scientific data must be used to convince people, and they cannot be taken for granted.So he asked with confidence: "How much processing fee does your company pay for each car? What is the total amount?" "Each car is 100,000 yen, a total of 584 million yen." The Japanese side then asked: "How much does your country offer?" The Chinese side immediately replied: "160,000 yen per car, a total of 950 million yen." The representative of the Japanese side smiled lightly, whispered to his deputy for a while, and asked, "What is the basis for your country's quotation?" The Chinese representative will quote how to repair and reinforce each damaged part, and how many man-hours will be spent. "If your company thinks our quotation is too high, you can send someone to us for repairs. However, we have calculated that your company may spend several times the current quotation." This frightened Japan. party representative.The Japanese side was overwhelmed by China's precise calculation, and their attitude improved significantly, saying: "Can your country lower it a little bit?" The Chinese side replied: "In order to show sincerity, we can consider your company's requirements. Then the price of each car in your company How much is the quotation?" "120,000 yen." The Japanese side replied. "How about 134,000 yen?" asked the Chinese side. "Acceptable." Knowing that the Chinese side had made concessions, the Japanese side quickly accepted the agreement on the claim. However, the really difficult negotiation is yet to come, that is, the negotiation between the two sides on the indirect economic loss of billions of yen.In the negotiation of this huge number of claims, the Japanese side took the lead in speaking, and they adopted the method of quoting item by item, and finally proposed a claim that could pay 3 billion yen.After speaking, he carefully looked at the face of the Chinese representative.The Chinese representative carefully figured out the loopholes in the data reported by the Japanese side, and singled out all the ambiguous words such as "probably", "estimated", and "estimated" used by the other party, effectively resisting the other party's negotiating tactics of fishing in troubled waters.The Chinese side has fully demonstrated before the negotiation that the claim amount is 7 billion yen.When the Japanese side heard the quotation, they couldn't help being dumbfounded, and said repeatedly: "The difference is too big! It's too difficult to accept." The two sides refused to give in to each other, and both knew that if anyone made concessions first, they might lose the negotiation. "The number of claims filed by your country is too high. If we don't make up half of them, we will be fired. We all have wives and children at home, please think about it for us." The wily Japanese representative tried to arouse the Chinese representative's enthusiasm Compassion to reduce the amount of damages. "We don't want to make it difficult for you. But the quality of your company's products is indeed too poor, causing us such a large economic loss. If you can't make up your mind, please ask your decision-maker to come and talk to us." The Japanese representative did not The only way is to ask for adjournment and contact the headquarters immediately.Then, negotiations resumed. This round of negotiations was full of gunpowder from the very beginning, and the two sides fought tongues for several rounds, neither winning nor losing. At this time, the Chinese side realized that, after all, it was the victim. If the negotiations broke down, it would be the ultimate victim.In order to maintain the negotiated results already achieved, the Chinese side began to take the lead in making concessions, saying: "If your company is sincere, both of us can make appropriate concessions." "Our company is willing to pay 4 billion yen in compensation." The Japanese side took a step back and claimed This is already the limit.The Chinese side asked for 6 billion yen, and there is still a gap of 2 billion yen between the two sides' quotations.At this point in the negotiation, both parties did not want to waste their previous efforts. After many setbacks, the two parties finally decided to accept the compensation offer of 5 billion yen.In addition, the Japanese side is also willing to undertake the following three responsibilities: 1. Confirm that all FP-418 trucks sold in China are unqualified products, and agree to return all of them; 2. New cars must be redesigned and tested, and Chinese experts should be invited to check and accept them; Three, before the arrival of the new car, urgently reinforce the old car.So far, a huge claim case has been successfully negotiated. In this negotiation, there are several places worthy of our reference.First of all, both parties have made careful preparations before the negotiation and have mastered detailed information and data.In particular, the Chinese representatives paid attention to the use of specific examples and evidence, especially accurate calculations to strengthen their own views.Secondly, and importantly, the two sides did not insist on their own opinions, but made timely concessions according to changes in the situation. In the end, both sides gained and lost. In many negotiation styles, it is difficult to tell what limits the negotiating parties are asking for. Because of this, in order to obtain better results, many negotiators can often ask again and again with great patience, like a noisy machine, even after the price has been negotiated, before the transaction is completed, they will not let go. Take the opportunity to ask further, until the end. Meeting such an opponent would be a burden to most people. In order to relieve this burden, negotiators often continue to meet the requirements of the other party, so that the other party can benefit everywhere. However, if you don't want to agree to the other party's conditions again and again, you must curb the other party's request.So what should we do? This requires a method, that is, the price increase method. The so-called price-raising method is to resist the endless demands of negotiating opponents, and raise the demands first, so that even if the other party cannot accept the price-raising demands, at least they cannot have other further expectations. Negotiation practice has proved that the negotiation strategy of raising prices can achieve satisfactory results in many cases. Once, Carlos was preparing to buy a small western-style building as a summer villa.After negotiating for a few days, the two parties reached an agreement on the basic price, and the owner agreed to pay another 100 yuan as the cleaning fee of the house to show his concession attitude.In fact, Carlos knew very well that seriously, this was not a concession made by the other party, because the law in California clearly stipulates that the seller must automatically clean the house.Therefore, Carlos also expects the seller to make concessions in other aspects, and the seller also understands this psychological attempt of the other party. On the day of the signing, the two parties agreed to meet at 9:00 in the morning.Before the meeting, Carlos was still thinking about how to talk to the seller about the fireplace and refrigerator.The fireplace and refrigerator are old, and the owner is moving to Tennessee, and probably won't be taking those two clunky things with him.In this way, Carlos hopes to include them as part of the transaction between the two parties and keep them for his use.But things didn't go according to Carlos's idea, because before Carlos could speak, the owner of the house diverted his attention, talked about the house cleaning fee again, and overturned the original agreement, expressing disapproval Willing to pay the 100 yuan cleaning fee. The landlord's trick really worked, and it forced Carlos to put aside the issue of the fireplace and refrigerator for a while, and argued with the other party about the cleaning fee of the house.After further debate between the two parties, the homeowner was finally persuaded to maintain the original agreement to pay the $100 cleaning fee.Carlos felt very happy in his heart.Later, although Carlos persuaded the owner not to remove the fireplace and refrigerator, they were not included in the transaction between the two parties as Carlos expected, but he bought them at an additional price. In the house transaction between Carlos and the owner, Carlos originally wanted not only 100 yuan for house cleaning, but also wanted a fireplace and a refrigerator.However, once the other party saw this kind of mentality, the other party resorted to the negotiating skills of raising prices, and overturned the agreement before Carlos opened his mouth, even wanting to recover the 100 yuan cleaning fee. Although through Carlos' efforts, the original agreement has been maintained, but in this case, will Carlos make further requests for fireplaces and refrigerators?unless there is an additional fee.According to common sense, if Carlos can persist to the end, he can get the fireplace and refrigerator at no cost, but the other party uses the price-raising strategy of not paying a cleaning fee of $100 to successfully block Carlos' further request, making Carlos's expectations were also subconsciously lowered, and he finally paid for the fireplace and refrigerator. The negotiating skills and methods of the bidding method do have unexpected gains in the negotiation process, and even after the agreement is completed, there will be sellers or buyers who are willing to use it.However, if the other party finds out and implements countermeasures against oneself, it will be difficult for the negotiation skills of the price hike method to play a role, and it may even be self-defeating, and all previous efforts will be wasted.Therefore, the negotiation skills of using the price raising method should be based on the specific situation, and enough is enough.Because the acquisition of benefits is premised on the final completion of the transaction, not to mention obtaining benefits without affecting interpersonal relationships is the best goal of negotiation.