Chapter 35 Chapter 35 The Art of Concession—Strive for Greater Victory

The famous British diplomat Sa Daoyi said in his book "A Guide to Diplomatic Practice" that negotiation "needs not only the use of strategies and wisdom, but also the spirit of flexibility".Generally speaking, successful negotiations require mutual understanding and mutual accommodation. In trade negotiations, if you are the seller, you should offer a relatively high price at the beginning of the negotiation, and then make certain concessions appropriately and timely during the negotiation.This is conducive to the conclusion of a negotiated agreement.But this by no means means that the higher the asking price, the better, but it should make the other party feel that although your asking price is high, it is not unimaginably high, not so harsh, and there is room for bargaining.Such as making unrealistic and exorbitant demands that make the other party sound absurd and bizarre, not only will not receive good results, but it will be detrimental to the smooth progress of the negotiation.

The sales manager of a German company led a delegation to China to sell welding equipment. His smooth and skilled negotiation skills are worth learning.During the negotiation, the German side first quoted USD 400,000 for a set of welding equipment, and stated that this was a preferential price in consideration of the initial transaction to win credibility.After repeated bargaining by our representatives, the German side gradually lowered the offer to US$270,000.The German manager made an exaggerated gesture of raising his head and drinking the medicine, and jokingly said: "I sold it to you for 270,000 yuan. I lost my money. I am afraid that I will commit suicide by taking poison when I go back." Finally, the deal was sold for 270,000 US dollars.In fact, as far as we know, this company’s equipment has been sold for several times in the past at a price of more than 200,000 U.S. dollars. Their quotation of 400,000 is just to give themselves room for concessions.

However, even if there is plenty of leeway, the magnitude and frequency of concessions should not be too frequent.In that case, let the other party know his bottom line too early. In the negotiation process, don't make concessions too quickly, at least not until you feel that the other party is likely to make concessions.The timing of making concessions must be chosen properly, and must be done decently and generously.Never give the other party the impression that you are eager to reach an agreement.Relatively significant concessions should be made towards the end of negotiations and tied to reaching a final agreement.If you make too many concessions too quickly, the other party will neither appreciate you nor appreciate you.

Another kind of concession is to retreat to advance, that is, to meet the needs of the other party in form, but in fact to protect one's own basic interests, and even expand one's own long-term interests.This is an aggressive retreat that is widely used in various forms of negotiation. The focus of using the strategy of retreating into advance should be in two aspects: one is to ensure that one's own basic interests are not damaged; the other is to create necessary conditions or environments for future development.These two aspects are mutually reinforcing, and only when the basic interests of one's own side are not damaged, can it be possible to create conditions or environments for future development.At the same time, only with development in the future can we better protect our basic interests.

In short, the following points should be paid attention to when using the strategy of retreating into advance: (1) Leave room for bargaining for yourself.Bid appropriately high if you are a seller, and low if you are a buyer.But you can't ask for a price, it must be within a reasonable range. (2) Let the other party speak first, let him express all his demands, and hide your own demands first. (3) Let the other party make concessions on important issues. If you want, you can take the lead in making concessions on relatively small issues. (4) Striving for everything you can get, because people don't value things that come easily.

(5) Don't make concessions too quickly, it is better to make concessions later.Because the more anxious the other party waits, the longer he waits, the more he will cherish it. (6) Don't make unnecessary concessions. Every time you make a concession, you must obtain some concession from the other party. (7) Sometimes it is advisable to make some concessions that have nothing to lose to you. (8) If you can't get a big meal, get a sandwich; if you can't get a sandwich, at least get a promise.This promise is also a concession, albeit a discounted one. (9) Don't take it lightly, remember that every concession contains your profit.

(10) Don't be shy about saying "no."Most people are afraid to say "no".In fact, if you've said it a few times, he'll believe you really said "no."So be patient and be consistent. (11) DON'T BE CHILDREN.Even in the case of concessions, it is also required to always maintain the overall favorable situation. (12) If you want to go back on your word after making a concession, don't be embarrassed.Because that is not an agreement, and everything can be restarted. (13) Don't make concessions too quickly or too much, and always pay attention to the number and degree of your own concessions.

The Japanese Kurashiki is well-known in the textile industry. He often regards himself as an "ambitious raw material merchant".At that time, Kurashiki raised a large sum of money to develop new chemical materials.Kurashiki's research institute decided to focus on synthetic leather, aiming to produce artificial leather that feels almost the same as natural leather.He named the product "Cola Lino". While researchers in Kurashiki were working day and night on "Cola Lino", DuPont, the world's leading chemical company, secretly invested ten times as much research funds as Kurashiki, developed artificial leather in one fell swoop, and named it A sample for "Kolvam" in hand.Kurashiki was shocked when he heard the news.He bought a pair of leather shoes made of "Kolvam" through various relationships. After verification by scientific researchers, he found that DuPont sacrificed the requirements for the feel in pursuit of the strength of artificial leather.

In this case, Kurashiki immediately determined his main direction of pursuing performance in terms of feel.He aimed the development policy of "Cola Lino" at the double-layer structure, and decided to compete with "Korvam" based on the feel and appearance.After developing the "Cola Lino" sample, the company in Kurashiki encountered great difficulties in the mass production test.At this time, DuPont's "Kolvam" products had landed in the Japanese market in large quantities. Many textile companies in Japan invested huge sums of money to develop new products. Kurashiki had no choice but to fight to the death.

Three years later, after many efforts and experiments, "Cola Lino" finally crossed the huge barrier of strength and appearance and took the lead in the market competition.Kurashiki decided to enter the U.S. market and compete with DuPont for territory. Before Kurashiki's plan was actually implemented, DuPont took the initiative to issue a gauntlet, denouncing "Cola Lino" for infringing the relevant patents of "Korvam".Shogo Nakajo, head of the research and development department of Kurashiki, hurriedly contacted DuPont President.After several negotiations, Zhongtiao realized that the scope of DuPont's patents was quite broad.So Nakajo expressed to President DuPont the idea of ​​amicable settlement of the dispute through negotiation.

Negotiations between the two are taking place in the United States.DuPont took advantage of various advantageous policies in terms of "geographical advantages" to raise a rather harsh asking price, ordering Kurashiki to pay for the transfer of the "Cola Lino" manufacturing technology and pay all the economic losses DuPont suffered from patent infringement.To put it bluntly, DuPont wanted to seize Kurashiki's leading technology in the name of patent infringement.This is of course unacceptable to Kurashiki.Nakajo said tactfully to the President of DuPont: "'Colvam' has already occupied a vast international market due to its advantages in strength, and our 'Cola Lino' has no intention of competing in this area, and now it is only relying on the feel and strength. It is difficult to develop its own market for its expertise in appearance. If the technology in this area is transferred without cost, all the painstaking efforts and huge capital investment of Kurashiki Company for more than ten years will be wasted. Kurashiki's board of directors will never pass a decision. After explaining his point of view swallowed, Nakajo threw out the bait he had thought of long ago: "As for the compensation for DuPont, the two parties can jointly design another way to solve it." DuPont was apparently only interested in Kurashiki's technology, and the negotiations between the two parties immediately stalled.Just when the two sides were at a stalemate, there was a very favorable news for Kurashiki——DuPont spent one billion dollars to make "Kolvam" sweep across Europe in a disastrous failure. The root cause was the poor hand feel. There is also a considerable gap between the appearance and the natural leather.Knowing this valuable information, Nakatiao immediately decided to step up the strategy of replacing luggage with peaches in the negotiation, and spent a small sum of money to keep the priority and monopoly of "Cola Lino" technology. Nakajo proposed to the President of DuPont: "Kurashiki is willing to pay DuPont the fee for using the patent implementation rights in the past, but it cannot disclose the 'Cola Lino' technology. If an agreement can be reached, Kurashiki will never use the 'Korvam' technology again. Patented technology.” Unsure of Kurashiki’s technology monopoly advantage, DuPont decided to bite its opponents hard in charging technology fees.Zhongjo worried that the prolonged dispute would affect the export time of his products, so he decided to pay DuPont a high technology patent fee. The two parties quickly reached two agreements. One is that Kurashiki will pay DuPont for the use of "Korvam" technology; it.In this way, "Colalino" immediately gained an advantage over all competitors in the domestic and foreign markets.DuPont had no choice but to withdraw from this market. "Cola Lino" subsequently created a "domino effect", and various companies in Japan, Europe and the United States withdrew from the artificial leather market one after another, and Kurashiki Company thus dominated the entire world in one fell swoop. In this case, Kurashiki Company faced the unfavorable situation that its absolute strength was far inferior to that of its opponents, but it used the huge difference between its own products and its opponents as a bargaining chip to negotiate with the opponent through compromise.During the negotiation process, the clever Japanese wittily went around in circles with their opponents, and then used a large amount of technology transfer fees to maintain the technological priority and monopoly of their own products, thus successfully defeating all opponents, and finally achieved the goal of dominating the world . An Anglo-American company was mining copper in Zambia. In order to save money, it hired many local workers, including grown men and some strong women.Due to the extremely difficult mining work, many family members of the men also came to the construction site to help their men with daily life.The living conditions in the mine are even more unimaginable.Not only is it far away from the town, but there are no houses to live in, and the problem of drinking water is also a big problem.Workers and their relatives can only live in makeshift work sheds.These work sheds are quite simple, and it's okay when the weather is fine, but if it's windy or rainy, it's really hard to sleep in them.The work shed was crumbling in the wind and rain, and was in danger of collapsing at any time.The workers have repeatedly raised objections to the management.The company has also pledged to build modern housing for workers as soon as possible. But what worries the company the most is that workers have to bathe and fetch water from nearby rivers because there is no clean running water for them to drink.And that river is full of hungry crocodiles, and several women and children have gone missing in the river recently.In order to ensure the safety of the workers and their families, the company decided to install several water pumps for them so that no one would go into the river. To the surprise of the company management, when the company announced the news, the foreman was not excited by the news, but said: "I'm sorry, sir, we don't need the water pump. Don't bother." The management was very excited. Puzzled, he continued: "The company is completely concerned about the safety of the workers. With the water pump, you will not go into the river, and there will be no missing people. Isn't this very good? The water in the factory is much cleaner than the water in the river, and we have installed a sterilizing device, which is very good for your health! You can see that the company is always thinking about the workers, and you should thank us!" But the foreman still He disagreed with the installation of the water pump, and his attitude was tough, leaving no room for negotiation.This makes managers very puzzled.So, they began to investigate in private, and finally discovered the secret. It turned out that the foreman thought that if the company installed water pumps for them and solved the big problem of workers' draft, they would not build houses for them.For these workers, having a decent house is more precious than anything else.To prevent such a thing from happening, the foreman and the workers agreed that unless they put pressure on the company, they would not be so happy to agree to build permanent housing for the workers.Although risking his life by doing this, he still had to take the risk for the house he had longed for. When the management personnel learned of this situation, they decided to install the water pump regardless of the foreman's objection.Because they think that the workers will never drink the water from the river when they see the clean water.But I didn't expect that within a few days after the water pump was installed, it was beaten to pieces by the workers.Workers still went to the river to bathe and carry water.Managers once again fell into doubts.So the investigation was conducted again. It turned out that the foreman spread rumors among the workers, saying: "The treated water contains a birth control ingredient. Women who drink it will not be able to have children. Because the management does not want female workers to miss work because of giving birth. , came up with such a bad idea." The managers turned their noses up, thinking that it was unreasonable for the workers and foremen to treat their kindness like this when they were doing it for their own good.Although they explained the company's intentions to the foreman in detail, the foreman refused to change his mind and insisted that the company build a house for them immediately.The managers had no choice but to agree to the request of the foreman. In this case, in order to force the company to build a house for them immediately, the foreman and workers continued to bathe and lift water in the river full of crocodiles, regardless of their immediate interests, and risked their lives.Facing the water pump installed by the company for them, instead of thanking them, they were very disgusted.The reason is for their own long-term interests - modern housing. In our actual negotiations, we can also choose such a strategy, sacrificing immediate interests in exchange for longer-term interests.However, the workers and foremen in the story actually risked their lives to seek long-term benefits. We should use this extreme approach with caution in actual negotiations.Otherwise, not only the immediate benefits may be lost, but also the long-term benefits may not be obtained. Before the negotiation starts, the parties involved in the negotiation always have to set a higher negotiation goal.Because both parties have the same considerations, their goals are generally difficult to fully realize.In most cases, both parties will lower their own standards and requirements in order to achieve consensus and common interests.This is the concession in the negotiation.Concession is a very common and reasonable phenomenon in negotiations.Without concessions, it will be difficult for the negotiating parties to reach an agreement, and it will be difficult to satisfy the interests of all parties.No matter what kind of negotiation situation it is, it is the basic meaning of concessions to use concessions as a skill and means to promote negotiations to reach an agreement. During the negotiation process, those negotiators who are more able to control their concessions and constantly modify their own negotiation standards and satisfaction levels are often more likely to succeed in negotiations.A negotiator who cannot control the extent of concessions well, is willing to make very small concessions or even no concessions at the beginning, and has to make huge concessions until the end of the negotiation is undoubtedly quite a failure. A machinery import and export branch company plans to order a piece of equipment from outside.After receiving numerous quotations, the company made comparisons and trade-offs in various aspects, and finally decided to invite businessmen from a western country with advanced equipment and advanced technology to come to China for further specific negotiations.During the negotiation process, the focus of the conflict between the two parties was on the price issue.For this equipment, our initial bid was 100,000 euros, while the other party's quotation was 200,000 euros, which was consistent with the price on the quotation.After comparing the respective quotations of the two parties in the first round, both parties estimated that the possible transaction price should be between 140,000 and 150,000 euros.Since they were fully prepared for the next few rounds of bargaining, both sides began to consider a series of concessions. Our negotiators had discussions on the pace of counter-offering and the extent of concessions.There are several main opinions. The first one is based on the principle of a quick fix. It is believed that the quotations of the two parties differ too much. The price can also take into account the interests of both parties, so it is relatively realistic; the second opinion thinks that the first opinion is a typical way of making concessions that are too large and too fast, let alone 140,000 euros, it is 120,000 compared with our initial quotation , the concession range is too large, so we should express to the other party that we are willing to consider making a concession of no more than 5,000 euros and purchasing equipment at a price of 105,000 euros; the third opinion thinks that the previous two opinions are inappropriate, not that the concession is too large Large means that the concession is too small, or the other party feels that we lack confidence in our quotation, or the other party thinks that we have no sincerity for cooperation because the concession is too small. They think that a relatively safe and reasonable concession should be increased from 100,000 euros to 11.5 10,000 euros, then increased to 125,000 euros, and then to around 135,000 euros.After several rounds like this, when the quotation is very close to the actual transaction price, it is very likely to reach an agreement. Different from the first two opinions, the rhythm and range of concessions proposed by the third opinion are more appropriate, while the first two opinions are very dangerous, and they have not really mastered the skills and art of the concession method.The two sides sat down again to negotiate, and finally our representative negotiated with the other party according to the third concession principle, and the other party also gradually lowered the price from 200,000 euros.The two sides conducted a total of four rounds of bargaining.Each time, the two sides adopted the principle of concessions with a similar range, and finally reached a final agreement at 138,000 euros. Concession is essential in the negotiation process, and the concession must be based on the principle of small range, because the other party is more willing to trust you and pay a higher price if you make a smaller concession, and the other party makes a larger concession It is difficult to trust you and is not willing to pay a big price.Therefore, the best concession range and concession method should be to adopt a relatively tough attitude at the beginning, and make some necessary and small concessions during the negotiation process, which can not only increase the trust of the other party, but also win for oneself. benefit to a greater extent. In order to obtain a greater degree of satisfaction, negotiators give up some insignificant or small interests that have little impact on the overall interests in order to show compromise and concession to the other party. greater good.This is a very widespread and common technique in negotiations.Sometimes, the negotiating skills of retreating into progress are manifested in the sale and purchase of making compromises and concessions on the surface, and suffering a little loss, but in fact these compromises and concessions will help you to make progress in the future or in other areas, and take advantage of it. Matsushita Electric once negotiated with Philips of the Netherlands on issues related to technical cooperation. The chairman of Matsushita, Konosuke Matsushita, worked hard to reduce the technical assistance fee required by Philips from 7% of sales to 4.5%, but Philips asked the other party to set the patent transfer fee at 550,000 US dollars and must A one-time payment is required to reach an agreement, otherwise the cooperation will be cancelled. At that time, the total capital of Matsushita Electric Co., Ltd. was only 500 million yen, and the patent transfer fee of 550,000 US dollars was equivalent to 200 million yen.If Matsushita, which has a total of only 500 million yen, has to pay 200 million yen at one time, this will undoubtedly be a very heavy burden for Matsushita Electric Company, which will inevitably cause the company's embarrassing situation in operation and huge obstacles to capital turnover, and even There is a danger of bankruptcy.But if you don't agree to the other party's conditions, the other party will cancel the cooperation, and all the company's previous efforts will be in vain.Whether to agree to the other party's conditions and requirements is a very critical issue, and whether to compromise and make concessions to the other party has also been reconsidered.Konosuke Matsushita felt that if he reached an agreement with the other party through compromise and concession, it would be beneficial to the development of the Japanese electronics industry and at the same time be more conducive to the development and growth of Matsushita Electric Company, but this required a huge sum of money, and the Dutch side The draft treaty was almost entirely on the Dutch side.For example, it is stipulated that if Panasonic makes a mistake, it must accept a certain penalty, and even the machine will be confiscated. While hesitating, Konosuke Matsushita discovered such an important piece of information through investigation, that is, there are 3,000 researchers in Philips' research institute.They have advanced equipment and conduct research and development of the latest technology and products every day.Konosuke Matsushita thought at this time that if a research institute of the same scale and strength was established, it might cost billions of yen, and it would take a long time to train these researchers, but now it only costs 200 million yen. You can make full use of all the personnel and equipment in this research institute, which is quite a cost-effective exchange! Thinking of this, Konosuke Matsushita finally made up his mind, gritted his teeth and signed a technology transfer agreement with Philips.The development of the company was as smooth as Matsushita Konosuke expected.He founded Matsushita Electronics Industries soon after.Philips sent three technicians to take up the post.Konosuke Matsushita used the most advanced technology and equipment of Philips at a cost of 200 million yen, laying a solid foundation for Matsushita's future development into a world-renowned electrical company. In the negotiation between Matsushita Electric Co., Ltd. and Philips, when the situation was very unfavorable to Matsushita, Konosuke Matsushita used the negotiating strategy of retreating to make progress, made great concessions and compromises, and accepted the harsh and even harsh proposals proposed by the other party. Unfair conditions, and finally won the world-renowned Matsushita Electric Corporation's development and growth. The negotiation strategy of retreating into advance mainly adopts roundabout tactics, and achieves the aggressive goal through temporary concessions and compromises.In the actual negotiation process, retreating into advance can not only inject new vitality into the negotiation situation, change the embarrassing atmosphere when the negotiation is deadlocked, but also bring huge ultimate benefits to oneself.The technique of using retreat as an advance is exactly the same as the technique of playing hard to get, the purpose is to throw bricks to attract jade, to attack the west, and to retreat is to advance.As long as you can accurately grasp the overall situation of negotiating interests in the negotiation process, and flexibly and skillfully use the negotiation strategy of retreating into advance, you can eventually become the winner of the negotiation.Negotiation goals can be successfully achieved. The purpose of negotiation is to obtain benefits, and to obtain as many benefits as possible.However, since both parties in the negotiation have the same purpose, in many occasions, one party's gain means the other party's loss.Therefore, every gain in the negotiation process requires a corresponding effort.How to get as much benefit as possible in the negotiation and get the approval of the other party, this contains a proper way. Generally speaking, it is easy for people to satisfy the other party's relatively small and relatively few requirements and interests, but it is more difficult for the other party's higher requirements and more requirements and interests.Therefore, a smart negotiator will never put forward all the requirements of his side at the beginning, but make his own requirements satisfied bit by bit during the negotiation process.Adding up in this way, in fact, all the requirements of one's own side are met.This is like silkworms eating mulberry leaves, eating a little at a time, and finally eating all the mulberry leaves.This is the "Salami Law" in negotiations. Insurance companies have always recruited people who borrowed from banks to buy new houses to join the insurance. If the owner dies or is unable to pay the installment loan from the bank due to accidents, the insurance company can pay for it on his behalf to ensure the security of ownership.There is an insurance company that is a step slower than other peers in this business, but this company has discovered an important fact, that is, several big banks restrict business dealings with one insurance company.The company instructed the salesperson that new tactics must be used to open the door, otherwise it would be difficult for the company to enter the business list of these big banks.Therefore, the foreign affairs staff of the insurance company went to the bank to find the undertaker of the business.He persuaded the undertaker: "Our company is planning a new service method, don't you want to know about it?" The bank undertaker did not know the salesman, he looked at the other party for a while, and said: "Really? If you really have a new method, I'd love to hear about it." Seeing that the other party did not reject his promotion, the salesman patiently and meticulously said to the bank's undertaker: "That's right. We will never kowtow to the customer like the insurance company designated by your bank, nor will we The current practice is to visit and persuade customers as soon as they go to the bank to complete the loan procedures. Our method is completely different. We want to expand our business by mailing advertisements, so please your bank to list the customers who have not yet joined the insurance Copy a copy to us. If your loan is double protected by our insurance, you can rest assured." Faced with such a business introduction and request, the bank could not find a reason to reject the other party for a while. . As a result, this persuasive method of mailing propaganda has been extremely successful.Because most house owners have bought houses for many years, and the company's insurance conditions are superior to other insurance companies, so in a short period of time, this emerging insurance company has included the housing mortgage loan insurance industry. More than 90% of the business. Soon after, the company sent people to the major banks to lobby.They told the bank: "At present, our company has won 90% of the business in the entire market. Does your bank think we should strive for 100%?" market share, had to choose to cooperate with them.Later, the company became the only local insurance company designated by the City Bank Association.Immediately afterwards, they used the same tactics to achieve brilliant results across the country, becoming the insurance company designated by the most banks in the country. In order to win the negotiation with the bank, the insurance company has successfully adopted the "Italian Sausage Law" negotiation strategy.In the first step, the insurance company first obtains the list of customers who have not participated in the insurance from the bank, and sends them insurance advertisements.Through advertising, more and more customers are insured.In the second step, when the insurance company won 90% of the market, they persuaded the bank to further win 100% of the market, making it the only local insurance company designated by the Municipal Banking Association.In the third step, based on this, the insurance company used the same method to attack the whole country, and finally became a far-leading company in the same industry, and won an unprecedented negotiation victory. Using the "Italian Sausage Law" negotiation strategy, the most important thing is to strive for benefits step by step.If you can't even stand on your heels, and want to eat a big fat man in one bite, it's like snatching all the sausages from the other party's mouth. The other party will argue with you no matter what, and in the end you won't even get a piece of sausage.Because of this, in the negotiation process, all the interests of one's own are often dispersed, so that part of the interests can be obtained from some clauses, while the other part of the interests can be obtained from other clauses.In this way, adding the interests obtained in each clause together constitutes one's overall interests, and adding the interests of each part together constitutes one's overall interests. In negotiations, the real meaning of compromise and concessions is not only to promote the two parties to reach an agreement, but also to use weak compromises and concessions as a precursor to trigger major or substantive concessions from the other party in return.In layman's terms, it means taking a small loss and gaining a big advantage.If the small concessions made by one's own party are likened to "bricks", then the benefits brought by major or substantial concessions made by the other party are "jade".This is the method of throwing bricks to attract jade in negotiations. During the Warring States Period, in the negotiations with the King of Chu, Zhang Yi of Qin State successfully used the negotiation method of throwing bricks to attract jade, so that the King of Chu willingly surrendered to Thailand. During the negotiation between the two, Zhang Yi said to the King of Chu: "The powerful Chu State will confront the powerful Qin State. The consequence of this will be that both Qin State and Chu State will suffer. Therefore, I hope that the king will carefully consider that if Qin and Chu countries form an alliance, Qin State will capture the Qin State. Yang Jin must grasp the key to block the chest of the world. The king will send troops to attack Song, and Song will belong to the king in a short time. Then the king will march eastward, and many small vassal states in the Sishui Valley will all belong to him Your Majesty Yu. The most steadfast believer in the alliance is Su Qin. He was named Lord Wu'an. After becoming the Prime Minister of Yan State, he secretly plotted with King Yan to break Qi State. He pretended to be convicted and fled to Qi State. , King Qi took him in as Prime Minister. Two years later, his conspiracy was discovered, and King Qi tore Su Qin apart. With such a treacherous, hypocritical, and capricious Su Qin, he wanted to run the world and unify the princes, of course it is wrong It might work." After reviewing the history of Chu State and analyzing the advantages and disadvantages of Chu State’s situation, Zhang Yi changed the topic, and then said to the King of Chu: “Now the King of Qin and the Kingdom of Chu are contiguous in terms of territory and land, and they are close friends and neighbors in terms of terrain. Your Majesty If you can listen to me, I will ask the prince of Qin to go to Chu as a hostage, and the prince of Chu to go to Qin as a hostage; please allow the daughter of the king of Qin to be the king's woman, and offer the capital of 10,000 families to be brothers forever The countries of Chu will not attack each other from now on. I don’t think any strategy is more beneficial to Chu than this.” Among the united six countries, countries like Chu and Qi are much stronger than other countries such as Yan, Zhao and Han in terms of land area, military strength, population, and wealth, so they have been united with them for many years , Chu Wang has long been dissatisfied.After all, it is better to occupy a large area of ​​land by yourself, and have a large population and wealth.Moreover, the king of Chu thought that after his territory expanded, his military power would also become stronger, and he would be fully capable of competing with Qin in the future, so why not do it?Thinking of this, the king of Chu immediately said to Zhang Yi: "The country of Chu is remote and humble, and the widows are 'young' and don't know the long-term strategy of governing the country. Hundreds of chariots, carrying some precious jewels and jade and other gifts, went to Qin to present gifts.After Zhang Yi succeeded in persuading the Chu State, the alliance of the six countries was also broken by his "talks", and he was no longer able to compete with the Qin State, and they all suffered the fate of extinction. In the negotiation between Zhang Yi and the King of Chu, the reason why Zhang Yi was able to make the King of Chu and the State of Qin reach an agreement beneficial to the State of Qin was that apart from his attractive theory, the most fundamental reason was that he proposed to exchange the two parties. As a hostage, the Prince of the State of Qin took the prince of the State of Qin as a concubine of the State of Chu, and also gave the capital of 10,000 families to the State of Chu as a condition for compromise and concession, expressing the "sincerity" of the State of Qin for cooperation, and finally reached The purpose of the Qin-Chu alliance.The king of Chu "obeyed the whole country" and was actually annexed by Qin. Not only did he fail to realize his desire to dominate, but he was destined to perish before the other five of the six countries. As far as negotiations are concerned, some things are easy to achieve, while others are more difficult; some requirements are easier to meet, and some requirements are more difficult to meet. People are always willing to cooperate when things are easy to do, and people are always willing to accept requests that are easy to meet.And starting with cooperation on a small, easy thing often helps to meet high demands.When you persuade others to accept a smaller request first, and then persuade them to accept a subsequent larger request, there will be a greater possibility.This method of persuading the other party to gradually accept more and more requirements is the "threshold entry" method in negotiations. When using the "threshold entry" method in negotiation activities, one side of the negotiator often puts forward some low-standard requirements first, so that the other party can easily accept them.On this basis, the negotiator gradually adds conditions one by one, and gradually increases the requirements, so that the other party can accept them one by one on the premise of accepting the original conditions. In the sales office of a combined audio system, a couple who were preparing for a wedding took a fancy to a high-end combined sound system with a novel style, complete functions and soft timbre.The salesperson also strongly recommends it to customers, introduces various functions in detail, and conducts necessary test machines.Customers are more satisfied.But there are several issues bothering the couple, making it difficult to make a decision for a while.一是虽然音响质量、式样、功能都较好，但标价相当高，已经超出了他们的预算；二是家用电器在使用过程中较易出毛病，一旦三个月之后音响发生故障，就会带来很多麻烦，而且即使三个月内保修，修修补补也总不是滋味；还有就是门市部售出的音响全是散件，组装和调试自己都无能为力，并且门市部距离他们家比较远，运输也成为一个不小的困难。 为了解决这些困扰他们的问题，这对情侣决定去认真地同营业员交涉。 买主对营业员说：“由于回运路程比较远，事先又没有准备，所以能不能由商店想办法运送？”营业员考虑到顾客的具体情况，且运货员正好有空，便满口答应了顾客的要求。then.买主又向营业员提出，商店销售的音响十分零散，他们对组装和调试一窍不通，希望商店能够帮助安装，进行调试。商店知道运货员完全熟悉这项工作，于是也答应请运货员送到之后，帮助顾客解决这一问题。 在此基础上，买主又述说自己的后顾之忧，担心音响会因质量问题而带来麻烦。尽管三个月内可以保修，可总感觉不完满，而且如果三个月后出现故障，那就更觉得冤枉了。看到顾客忧虑的情绪，营业员答应，三个月内出现故障可以进行调换，并且特别将保修期延长到一年。 At last.买主要在价格上同营业员讨价还价了。他们向营业员表示，商店为了解决他们的困难，特别在运送、安装调试以及售后服务上给予了特别的优惠，他们很受感动，决定买下这台组合音响。只是产品的价格实在太高了，超出了他们的预算和支付能力。如果商店能够考虑降低一部分售价的话，他们会马上购买这套音响。 对于顾客的最后一项要求，营业员开始就表示反对，认为音响的标价已经非常优惠了，对方在这个价位上还要继续压价，明显缺乏购买诚意，真是不知足，就想取消这单生意。后来，营业员考虑到在运送、安装调试、售后服务等条件上都接受了顾客的要求，加之对方的态度看上去并不像缺乏诚意的样子，倒是确实资金紧张，就改变了主意。但是在价格方面，营业员做不了主。 他亲自去找销售经理，向经理说明了具体情况，并且特意替顾客说了很多好话。经理答应了顾客最后降低价格的要求。这样顾客就以他们能够接受的价格买走了这套他们非常中意的组合音响。 案例中的买主就货物运送、安装调试、售后服务和商品价格等问题同营业员进行了一系列的谈判，逐步取得胜利，根本的原因就在于买主巧妙地采用了“登门槛”法的谈判策略。在买主提出的几个条件中，承接运送，帮助安装调试，甚至在保修条件上加以优惠都是一些微不足道的要求，而降低音响的价格才是最大的和根本的要求。但是买主善于从小的要求着手，逐步附加一些条件，并且使要求和条件越来越高，令营业员在满足了对方较低要求的基础上很难回头，也就接受了对方较高和较大的要求，使买主在这场谈判中获得极大的成功。