Chapter 38 Chapter 38 Making Good Use of Psychological Warfare—Psychological Negotiation Skills

From the perspective of social psychology, the process of relationship between people is the process of mutual cognition, psychological communication and mutual influence. In negotiations, negotiators are always the first to proactively perceive, recognize, and understand each other's physical characteristics, negotiation motivations, behavioral goals, and psychological stereotypes, etc.Since negotiation is a process composed of a series of human behaviors, negotiators must be affected by their psychological activities. All kinds of people gather at the negotiating table, with different personalities, temperaments, habits, and expressions.On the surface, it seems that people's behavior seems chaotic, elusive, and mysterious, but in the eyes of a person with good psychological knowledge, it is not at all like this.He can penetrate the fog of phenomena and capture the common and rational way of behavior followed by human behavior.No matter how complex people's behavior or language is, it is predictable and understandable.

Careful study reveals various predictable factors in people's behavior.These factors can reveal some kind of signal to the outside world.Capturing these signals that may affect the negotiation effect is the advantage of a trained psychologist in negotiation.Therefore, the use of psychological knowledge in negotiations will contribute to the success of negotiations.For an expert with rich psychological knowledge and negotiation experience, he can see through the other party's mind and the possible actions the other party may take at a glance. When negotiators sit at the negotiating table, corresponding psychological changes will inevitably occur.Manners, expressions, words and deeds are the external responses of these psychological changes and activities.Sometimes these responses are involuntary, and sometimes they may be posturing to conceal their true purpose.When a person loses face, he is not always embarrassed, but may look at you with a smile to convince you that he doesn't care.But if you look closely, you might spot a trace of chagrin that he hasn't quite concealed.A person who is in the middle of a conversation is suddenly interrupted by you, and he is likely to return you with a long silence.Behind these performances of the negotiators, there may be various psychological factors that affect the negotiation.A careful negotiator should adjust the atmosphere of the negotiation in a timely manner according to the external reaction information captured at any time.What can communicate with each other in negotiations is not only language symbols, but sometimes non-language symbols, such as speaking speed, sound quality, tone, and even facial expressions, gestures, body posture, etc. can convey certain information.For the same sentence, speaking slowly, hastily, or in a rough voice; deliberating and pleading, or bossing around; smiling, or stern-faced, the effects produced are not quite the same.

Psychological research shows that people's external activities are sensors that convey the inner world.For example, in a negotiation, if the other party's toes are tapping non-stop, this may be a signal that you said something wrong.When a person is tense, they may tense their facial muscles, focus too much, force a smile, or sneer.Cough is sometimes not a pathological reaction. Some people are emotionally disturbed and want to use it to adjust their emotions. Sometimes it may be used to cover up a lie, or a protest of one party to the other's lies or ego.And blinking is not just a protective physiological response to moisten the eyes and expel fine dust particles that fall into the eyes.When people are emotionally excited, the frequency of blinking increases.Sometimes blinking is also used to mask psychological changes such as nervousness.Many inner secrets of people may also cause some subtle changes in the corners of the lips.For example, a proud person often curls the corners of his lips involuntarily; a person full of resentment will have obviously deep concave corners of his lips; There will also be subtle differences in the corners of the lips.

Bacon said in the article "On Cunning": "When talking with people, observe the words and expressions, and keep a close eye on the other party. This is one of the main points of cunning. As the proverb says: Many smart people have both secret scheming and frank expressions. "A seasoned negotiator must learn not only to observe but also to judge, so as not to be confused by false appearances. The subject of negotiating relationship is human, and human is the starting point and destination of studying negotiation.Therefore, it is an issue that we must discuss to study the self-psychology of negotiators who are full of subjective consciousness in order to improve their negotiation ability.

The structure, function and maturity of the "self" constitute the characteristics of a person.The existence of this "self" is an important object of study in negotiation psychology.Self-awareness and the way of self-existence are expressed through the maintenance of self-esteem and self-defense mechanisms. Any negotiator has the psychological function of maintaining self-esteem in negotiation activities.For a negotiator, there is no greater self-injury than an inability to maintain one's self-esteem.Once this kind of self-esteem is destroyed, it will have an attack effect psychologically, which will affect the negotiation and the outcome.

In negotiations, even if negotiators make mistakes, they are always defending themselves psychologically, rationalizing the unfavorable situation through plausible ways.This is a kind of ornamental psychology.For example, in a house sale negotiation, the seller immediately lost the ability to continue bargaining because the seller slipped his mouth and leaked the price card.Although he regretted unceasingly, he said to others: "Maybe the other party already knows this price." If such a psychological reaction occurs during the negotiation, a smart negotiator will always push the boat along the way to meet the other party's needs, so as to Get a happy negotiation ending.

If there is a dilemma or an anxious thing in the negotiation, the negotiator will try to use some reason as an excuse to escape, and will list difficulties, complain full of complaints, and lose the spirit of challenge.This kind of self-defensive psychology is extremely harmful to negotiators.Bacon said: "The virtue in adversity is patience." It can be seen that patience is a good medicine for evasion. It refers to a change in the negotiator's mentality of a counter-impulse due to certain psychological depression.Negotiators who are in this defensive state of mind, their external performance runs counter to their inner aspirations, that is, the external output is a contrary message.

This situation can often be seen at the negotiating table: when a negotiator’s needs are rejected by the other party, he says angrily to the convenience: “No more talks! There is no way to talk!” This is a manifestation of reverse psychology .For example, from a psychological point of view, the story of "Liu Bei's Falling of a Dou" is actually a reverse effect.If negotiators recognize and understand this psychological effect, they can take targeted countermeasures in the negotiation. It means that negotiators take the character they admire or envy as their own characteristics, and use it to cover up their shortcomings to feel satisfied and proud.At the negotiating table, it is common to entrust others to discuss topics that you are embarrassed or unclear about, or are worried about being refuted by others.This is also a psychological reaction of assimilation.

Exaggeration, lying or dramatic words and deeds are often used in negotiations to express themselves and grandstanding.This is yet another behavioral response of the self-defense mechanism.In negotiations, pay close attention to these words and deeds, and you may obtain valuable information for your own side.Skilled negotiators will also take advantage of the other party's generosity and decisiveness to achieve the purpose of profit.But a negotiator cannot trust the other party's generous promises made on the basis of emotion.When the self-disclosure person re-understands his behavior, he will try to get back his previous commitment.

When the negotiator's spirit is frustrated, he will produce a fierce attack reaction, venting his anger directly, and sometimes it may reflect it through unrelated affairs.If negotiators experience inexplicable emotional changes at the negotiating table, it may be an externalized form of aggressive psychology.Even if some negotiators encounter unhappiness at home, in the workplace or in public places, they will undoubtedly expose it at the negotiating table.In this regard, we should treat it correctly and don't need to pay too much attention to it. Human needs are multiple and diverse.People are always eager to negotiate to meet various needs.Therefore, when negotiating with the other party, our eyes cannot always focus on one aspect and ignore the rest.In this way, sometimes a lot of negotiating resources will be lost.The following story can reflect this point of view from the side.

A couple spent three months finding an antique clock they liked very much.They agreed to buy it as long as it does not exceed 1,000 yuan.But when they looked carefully at the price of the antique clock, the wife hesitated, because the price was 1,500 yuan, which was much higher than her budget.The husband saw that his wife liked it very much, and felt that it was a pity to give up just because the price was too expensive.So I decided to negotiate with the seller, hoping to buy it with less money.Although he knew very well in his heart that the hope of buying this antique clock at a price of 1,000 yuan was quite slim, he still decided to give it a try, because only by making a bold attempt can he realize his wish. After some mental preparations, the husband plucked up his courage, arranged his clothes, and went up to negotiate with the watch salesman in person.He said to the salesman: "I saw that you have a small clock for sale. I just looked at the price of it, and I think the price is a bit high. And I also saw a lot of dust on the price tag, although this It adds a lot of antique atmosphere to it, but I can also see that it has not been sold there for a long time." The salesperson thought that this customer gentleman could find a reason.He wanted to hear what the guest had to say next, so he looked at him calmly.The husband found that the salesperson did not directly object to his words, and felt that there was a lot of hope.He began to plan in his mind to give this antique clock a price that he thought was reasonable and his wife could accept.He paused for a few seconds, then looked at the salesman seriously, and said, "I would like to offer you a reasonable price for the clock. This price may shock you, but it will never be lower than its true value." Price. If you think the price is unreasonable, you can consider selling it to other customers, of course, you can also choose to keep it there to accept the baptism of dust. Are you mentally prepared?" He stopped and looked at the salesperson, thinking Know how the salesman reacted to his words.But the salesman still stood there with a smile on his face and didn't make any comments.Seeing this, the husband had no choice but to boldly quote his psychological price: "I decided to bid 500 yuan, because I think 500 yuan is high enough. If you think it is inappropriate or for other reasons, you can find another buyer for it .” After the husband quoted the price, he was very uncertain because he didn't know whether his price was too low.In this business, if there is too much difference between the quotation and the real price of the goods, others will laugh at them.To my husband's surprise, the watch salesman didn't even bat an eye, and told him, "It's for you! Hehe, you estimated the price very accurately." Hearing what the salesperson said, would the husband think How about ecstatic? And the truth is just the opposite.The husband regretted secretly: "I'm so stupid. This clock may not be worth so much money at all. False price quotations are too common in the antique industry. Since the other party agreed immediately, it means that I still paid a high price, or I must have paid a high price. Is there something missing in the clock, or why is the clock so light?" But the price has been negotiated, and the couple can only buy the antique clock and go home.Later, although they still placed the antique clock in the living room, and this clock looked quite exquisite and beautiful, it was often praised by guests, and it seemed to go very accurately every day, but the husband and wife always felt uneasy and always felt Someday it will suddenly break down. Many years passed like this.After the couple retired, the two got up several times almost every night because they decided that they didn't hear the clock ticking while they were sleeping.The uneasiness day and night put a lot of pressure on the two of them, and their bodies soon couldn't support them, and finally they both fell ill on the bed. The 1,500 yuan watch was sold to them, and the 500 yuan was their own price. The husband and wife in the case originally wished to buy their favorite antique clock at a price they could accept. The heart disease of the two people's life.This is one of the common psychological problems people have during and after the negotiation.In fact, the couple originally looked at the watch itself rather than its price. After buying the target at a price they can accept, they should enjoy the fun of buying and the value of the product itself.However, the couple ended up having unnecessary worries because of the price, which is the consequence of multiple needs. Western competitors like to hide their true intentions based on assumptions, while Gerard, an American negotiator and well-known business negotiation agent, is particularly good at digging out such "hidden assumptions", and setting the discovery and use of them For the negotiating gist, in order to finally achieve their own negotiating goals. Gerard once represented investor Abel in negotiating the acquisition of "Food" magazine.The owner of the magazine is Goldberg.This person is proud of his talent.People who are not in the industry have never believed it.Through some investigations, Gerard also learned that Gothenburg, who is over 50 years old, has lost the unique vigor of entrepreneurs, and is no longer willing to face various risks, and instead focuses on family and family relationships.In this way Gerard already had some plans in mind before negotiating with Goldberg. Gerard first tested Goldberg: "Although the investor Mr. Abel is not familiar with the editing and publishing business of the magazine, he admires the outstanding talent of the editor of your magazine very much. If you cooperate with someone who appreciates your talent, I think you must The most direct benefit will be obtained. Mr. Abel will not mention the prerequisites for cooperation, and is willing to provide you with convenience." Such a beautiful-sounding promise immediately activated the hidden assumption in Goldberg's heart.He immediately gave the feedback Gerard hoped for: "I can consider the transfer of a part of the ownership of the magazine." So the two parties agreed on the time and place of a formal meeting. After the official negotiations started, Gerard first gave Goldberg the illusion that he was negotiating with Abel himself.He said directly to Goldberg: "I hope to reach an agreement with you that is beneficial to both of us. The beginning of any agreement is the time to realize the benefits directly." After speaking, Gerard immediately took out a 15 million dollar check.When Goldberg saw the check, he immediately felt that he had financial security, but the amount of the check was not up to his psychological price, so he said: "I don't think this is the highest price you have offered. And I like to make a direct transaction." In other words, I hope to settle in cash." Seeing that the other party intends to cooperate, Gerard nodded calmly: "Of course, the price is not an obstacle to our cooperation, and we are not snobbish businessmen who only have money in their eyes. As long as you offer a reasonable acceptance price, there won't be too long a bargaining process between us." Gothenburg began to calculate the price he was satisfied with.Gerard said: "I will try to satisfy you on the price, Mr. Goldberg. And in terms of designing the long-term benefits of the transfer period, we need to talk more about the money. Let's talk about the transfer period first. I think it will be five years initially, you have no objection?" Goldberg did not respond immediately.So Gerard immediately put forward additional conditions: "During the transfer period, your annual salary is 60,000 US dollars, but you must develop the "Food" magazine into a professional series within the time limit." Goldberg replied: "I don't think this will happen. Very difficult." At this stage in the negotiations, Gerard felt that it was time to establish an established fact.He went on to say: "If you agree, can we list some of the terms we have agreed on as the terms of the transfer contract? Then we will negotiate the issue of cash, and I promise you will not be disappointed." Goldberg Already very convinced of the sincerity of the other party, he immediately took up a pen to write the transfer contract.After Goldberg complied, Gerard said: "Please ask Mr. Goldberg to make a price." "200,000 U.S. dollars." Goldberg said firmly.Gerard pretended to be a little embarrassed and said: "Frankly speaking, your price is a bit high, and the client has not given me the power to increase the price. He thinks 150,000 is enough. But I can help you convince Ah Mr. Bell accepts your offer, but the prerequisite is that you must provide me with some convenience, that is, to receive a check for 150,000 US dollars first, and you can choose to receive the stock of Mr. Abel’s food company for the rest of the amount, and according to the company’s practice, within the partnership period There will be no transfer of the shares held.” "No, I still want to settle in cash." Gothenburg has no intention of taking the risk of the stock market, so his attitude is very firm. "Mr. Goldberg, I want to tell you a well-known fact. The stock of Abel Foods is a high-quality stock. It has been increasing in value in recent years and is a hot spot for stock investors. That's why I just asked you not to cooperate with us. The reason for the transfer within the time limit. Why don't you consider using part of the transfer fee to invest in the company you are cooperating with?" "I have my own way to spend the money, and there is no need to accept additional conditions for the company's stock." Goldberg remained unmoved .Gerard continued to lobby the other party: "We have been negotiating very happily until now. I have not asked you to make compromises or concessions at any point. Now I just suggest that you change the way of charging 50,000 US dollars. This not only does not harm Your property will also bring you a value-added effect. Will this small suggestion become an insurmountable obstacle to our agreement?" Goldberg couldn't figure out what was hidden in the $50,000 payment method for a while, and he couldn't explain the reason for his objection.So after he took a long breath, he finally wrote this article on the transfer agreement. The negotiation was thus successfully completed. Through the detailed investigation and understanding of his opponents before the negotiation, Gerard successfully grasped Gothenburg's psychology, and prescribe the right medicine during the negotiation process, so that Gothenburg got the economic benefits he wanted, and at the same time won part of the fee for the client. Cooperation method of cash payment.It can be seen from this that in the direct dialogue between the negotiating parties, it is a very important link and skill in the negotiation to successfully grasp the psychological and inner needs of the other party and prescribe the right medicine in a timely manner. American oil tycoon Fred Hartley is the president of Uno Kaur.This person is slow in decision-making, slow in action, and likes to dominate.In the early 1980s, the number of oil companies plummeted under the impact of modern management reforms.Although Hartley's company survived by luck, its operating performance was extremely poor, and it faced the danger of being merged and acquired at any time. At a golf game, Hartley met Pickens, the president of another big oil company.There was a conflict between the two because of their verbal disagreement. Since then, Hartley regarded Pigens as a thorn in his side, but because his company was not as strong as his opponent, Hartley was always on guard against his rival's annexation of his company. In February 1985, Pigens announced his plan to start merging small oil companies. After hearing the news, Hartley quickly hired some people in the financial and legal circles as allies to fight back against Pickens' actions.At the end of the month, 13.6% of Hartley's company stock was "dark horse rider" Later, he inquired that his company's bank, Pacific Security Bank, had given Pickens a huge sum of money.Hartley immediately accused this of being a big conspiracy.So he aggressively negotiated with the bank's president. "Are you the Uno Kaur Company's bank?" Hartley asked. "Of course, is there a problem?" "Aren't you responsible for financing the production development of industrial enterprises?" Hartley asked again. "Yes, is there something we're doing wrong?" asked the bank president. "Did you give Pickens a loan?" "This is a normal business loan. Our bank faces all kinds of customers, and it is impossible to have only one." "I know, but Pickens used the money to bid for me The company that distributes the loan to the two boxers who are fighting for the victory must be an attempt to sow discord!" Hartley deliberately pestered.Then he asked the bank not only not to give Pigens a loan in the future, but also to recover all the huge sums of money that had been loaned to Pigens.Of course the president of the bank would not agree. "Well, let's see you in court!" In order to create a false appearance of chaos, Hartley did not care whether his reasons were tenable, and he sent the Pacific Security Bank to the dock without hesitation.Later, although the accusation could not be established, it disturbed the audience for a period of time, and had the effect of killing one and others.Seeing that this move was very effective, Hartley wanted to further tie Pigens' hands and feet in mobilizing funds, so he carefully planned a big move to negotiate with the banking industry.Hartley's powerful propaganda campaign had a remarkable effect.He's going to use it to cause a "death to hell" on Pigens The situation has shaken Pickens' idea of ​​acquiring his company. After the siege of Pigens was completed, Hartley immediately started a face-to-face negotiation with Pigens, igniting the fuse of the "debt bomb" as if death was at stake. "Listen, Mr. Pickens, I will never approve your merger. If you dare to use half the capital to attack, I will order the Bird Nokauer Company to borrow money to bid for its own stock. Although this does not make sense legally, But I will announce to the nation that I am going to die with you! This unheard of move will shock the American industry and financial circles. I would rather let my dishonorable behavior be publicized, and the high court is in a dilemma. If I fail , you will face an American corporate suicide hero!" Pickens had no choice but to face Hartley's blackmail. When the shareholder meeting was held, Hartley deliberately appeared in a long-outdated suit. He could neither propose a plan to improve the operation nor refute Pigens' plan, but only accused Pigens of having more special planes than himself, and having a higher annual salary than himself, and some other boring things. Then he instructed his subordinates to let the wind say that "the Delaware court has just found Mr. Pickens in favor."Pickens couldn't hide his inner joy, thinking that the annexation was unstoppable. After the meeting was adjourned, Hartley immediately "begged" Pigens' friend to tell Pigens: "The lawsuit has been lost, and we are going to raise the white flag to surrender. Please come to negotiate." When Pigens came, Hartley intended to follow Pigens It means to negotiate an agreement, but not to make concessions on the price, deliberately delaying the negotiation until the next day.On parting, Hartley congratulated Pigens and thanked him for not accusing him of hubris at the shareholder meeting.When they talked again the next day, Hartley suddenly backtracked and delayed the negotiation until night, but the negotiation still had no results. The two sides agreed to talk again in two days.Hartley finally won the extremely precious two days. During these two days, Hartley's bank, legal, and public relations teams frequently put pressure on the Delaware state government and the three judges of the Supreme Court, emphasizing that Uno Kaur is legally registered in the state Yes, the state government is obliged to use laws that are beneficial to enterprises to stand on the side of enterprises in the state. Keeping Uno Kaur can preserve the reputation of the state government and ensure the state's fiscal revenue.Then Hartley personally went out to talk with the state government and the three judges of the High Court, and finally put pressure on the state government to keep the Bird Nokauer Company. Uno Kaur Petroleum Company was able to escape the fate of being merged and won the final victory in a contest with almost no chance of winning, mainly due to the proper use of the company's president Hartley's psychological warfare strategy.Hartley kept making troubles for his opponents, created various obstacles in the negotiation process, interfered with his opponents psychologically, and dampened his negotiating enthusiasm. He also tried his best to mess around, disturb the audiovisual, and made his opponents embarrassed. He was very passive. .While pretending to be weak and deceptive, he paralyzed the opponent's attention, while grasping the opponent's weakness to force the opponent to make concessions, and finally avoided the result of being annexed by the opponent. In order to persuade the other party to accept their own opinions and suggestions, ordinary negotiators only care about immediate interests, and often ignore the importance of showing long-term interests and cooperation prospects to the other party.However, providing the negotiating opponent with the temptation of long-term interests and prospects can easily cause the other party to resonate strongly, stimulate the other party's interest and enthusiasm for negotiation, and can affect the outcome of the negotiation to a large extent, changing the other party's negotiation attitude and positions, and prompt the other party to reach an agreement that is beneficial to one's own side as soon as possible. There is a company that manufactures light bulbs. Since the company has just been established, the products have no brand effect, the sales are not very optimistic, and the price has no advantage.If this situation continues for a long time, it will inevitably lead to the bankruptcy of the company.So the chairman of the company decided to go to various places to do sales promotion, hoping that agents from all over the country can actively cooperate with the company so that their products can be successfully sold and fully occupy the industry market. One day, the chairman of the company called various agents, introduced his new products to them, and conducted cooperation negotiations by the way.During the negotiation, the chairman said to the agents participating in the negotiation: "After years of painstaking research and development, the company has finally completed the development of this new product that is very useful to human beings, and successfully put it into trial production. Although At present, it cannot be called a first-rate product, but I still want to ask all of you present to come to our company to order at the price of a first-rate product.” After the chairman’s statement, the audience was in an uproar: “There is no mistake. Come on! Will someone buy second-rate products at the price of first-rate products? Since your company believes that the products you produce are second-rate products, of course you should trade at the price of second-rate products. How can it be possible for us to buy second-rate goods at the price of first-rate products? ?” In the stunned eyes of the audience, the chairman continued his theory of "second-rate instead of first-rate": "Everyone, I know you will find our decision a bit difficult to understand. However, here I still want to ask you to follow what I said. We all know very well that there is only one company in the whole country that can be called the first-class manufacturer of light bulbs. Therefore, they have monopolized the entire market. Even if they wantonly raise the price of their products, everyone still Going to buy their products. Isn't it? Wouldn't it be very good news for everyone if there is an equally good product in the market that is cheaper than theirs? Otherwise, you still You have to buy according to the price set by the manufacturer, and the sales volume is naturally affected by the price." As soon as the chairman suggested the idea, all dealers also nodded in agreement.Then the chairman used the example of boxing to illustrate this truth: Tyson was invincible in the boxing world back then, but the result of this is that since there is no real powerful opponent, it is difficult for the audience to see a match of equal strength. A suspenseful game.And if there is a company in the light bulb industry that is strong enough to compete with the opponent to compete with the opponent, it will directly lead to a decline in product prices.Dealers can get more profits.After getting everyone's approval, the chairman decided to show them off: "Why can the company only manufacture second-rate light bulbs at present? Because the company has just been established, and there is not enough financial resources for technological improvement and breakthrough. If If you are willing to help buy our products at the price of first-class products, we can raise enough funds to carry out technological innovation. I believe that in the near future, our company will be able to manufacture first-class products for the market, which will directly benefit It will be everyone here.” As soon as the chairman's words fell, a burst of warm applause covered up a little booing and noise.In this negotiation, the chairman's speech produced a great response, and the negotiation effect was very good.In this way, the negotiation successfully reached an agreement in a pleasant and enthusiastic atmosphere.Light bulb manufacturers finally became the final big winner. In the negotiation, by studying the psychological activities of the opponent, responding to the reality with the virtual, and filling the empty with nothing, so as to repel the opponent's attack, lower the opponent's expectation level, weaken the strength of the opponent's negotiation, so as to achieve the negotiation goal of one's own side, this is Empty city law in negotiations.The empty city method in negotiations is the same as the empty city strategy in war with troops. Although the goals are different, the basic ideas and methods are basically the same.Under certain circumstances, the empty city method can often play a role that any other negotiation skills and methods cannot. In a negotiation for the import of production raw materials, an enterprise in Zhejiang used the empty city method to win the battle of wits with Hong Kong businessmen.At that time, the production raw materials in stock of this enterprise were only enough to maintain the normal production for half a month, and this raw material could only be provided by this Hong Kong company, so the two sides began a difficult negotiation. During the negotiation process, the Hong Kong businessman knew that the company had to use their raw materials.With this huge advantage, the Hong Kong businessman tried to slap the other party hard and make a lot of money, but the Hong Kong businessman did not know the important information that the company's current remaining raw materials could not last for a long time.As they were about to face the embarrassing situation of stopping production due to waiting materials, the negotiators of this enterprise were willing to reach an agreement with the other party on the supply of raw materials at a reasonable price based on the attitude of sincere cooperation between the two parties.However, after the first contact between the two parties, the Hong Kong businessmen showed a very arrogant and uncooperative attitude.There was a condescending attitude in speech and behavior, making things difficult for our representatives, and even hurting our feelings and dignity in some ways, which made our representatives very dissatisfied. Facing the extremely unfriendly negotiating attitude and tough position of the other party, the negotiator of this enterprise thought hard about how to deal with it.After carefully analyzing the opponent's psychology, he decided to use a surprising method to get rid of the opponent.Our negotiators first adopted an evasive and respectful attitude, and dealt with the other party.Seeing this reaction from our representative, the other party became even more confident.The words were quite complacent, and the price was deliberately raised, and there was no room for negotiation at all.This attitude of Hong Kong businessmen is exactly what our representatives deliberately created and tried to fuel.When the other party was immersed in complacency and couldn't extricate himself, our representative suddenly changed his attitude.He took the case and accused the other party angrily, saying: "If you are not sincere, you can leave now. Is your attitude towards your partner? I really doubt your starting point and inner heart of this negotiation. True thoughts. To be honest, we are not the only supplier of yours. I am afraid that your wishful thinking is wrong! Besides, your goods do not have much sales in the actual market. If you do not trade with us , your sales will be even less optimistic. In addition, I can also tell you that our inventory can still maintain normal production for more than a year, and the negotiation with you now is just to prepare for the next year's budget. If If the negotiation is unsuccessful, we will consider switching production after one year and no longer do any business with you. Without us as your customer, your business will not be so good. Sir, please! " This extremely impactful way of expression by our representative is quite rare in economic exchanges, and it even made the other party at a loss for a while.The arrogant attitude and arrogance of the Hong Kong businessmen disappeared immediately. Due to the existence of interests, the other party finally chose to sit down and negotiate again after stabilizing their emotions.Both the attitude and the price of this negotiation are quite reasonable, especially the negotiation attitude is very sincere and willing to cooperate, and our representative also took advantage of the easing atmosphere of the negotiation to express his original goal frankly. It is pressed again and again.The two parties finally reached this transaction on the basis of their respective acquisition of predetermined benefits. In this case, since our company must have the supply of raw materials from the other party to carry out normal production, and is facing the dilemma of stopping production due to waiting materials, the negotiation power is very weak, and the situation is extremely unfavorable to us.In order to curb the other party's arrogance and weaken the other party's negotiation strength, our representative took advantage of the other party's ignorance of the serious shortage of raw materials in our inventory, and made an empty plan to the other party, claiming that our inventory can still maintain normal production for more than a year. Moreover, they planned to change production after one year, and gave the other party a strong counterattack, forcing the other party to change their original position and attitude, negotiate in good faith, and finally achieved a complete success in the negotiation. From a very early age, human beings have formed a general psychology of conformity.在人们的心目中，只有一个人或者少数人拥护和感兴趣的，多数情况下不会有多大的吸引力。相反，如果大多数人都拥护和感兴趣的，就认为有利可图，从而竞相争取得到。人们的这种从众心理，在商业交往中体现得最为淋漓尽致。因此，针对人们的这种心理，不少谈判者为了提高产品的价格，刺激对方的交易兴趣和决心，同时也为了创造出一种竞争的局面，不惜采用煽动的策略。这就是谈判中的煽动法。尽管这种方法和策略相对而言有时候是不道德的，但是作为一种谈判的技巧和方法，确实可以收到比较理想的谈判效果。所以，在商业谈判中煽动法的运用比较普遍。 在众多的煽动策略中，有一种煽动法是一种极端的和带有破坏性的手法。这种手法是通过损失煽动者自身的利益，以刺激谈判者的交易欲望，或者进一步坚定谈判者的交易信心，从而使得谈判双方达成协议，而煽动者最终将会获得更大利益的谈判技巧。下面就这种手法讲述一个非常典型的例子。 在比利时的一个画廊里，有个画商正在那里等待着顾客前来光顾，这位画商不仅出售名画，而且还购买价值不菲的别人手中的画，以图转手谋取更多的利润。正在将自己心中的小算盘拨打得山响的画商迎来了他的一位客人。这位来自印度的客人带来了三幅自称名画的画作，要求与画商进行交易。画商对印度人手中的画非常感兴趣，也相当认可画的价值和行情，于是双方展开了艰苦的谈判。 开始的时候，印度人对自己手中的三幅画总共开价1000欧元。画商不同意这个报价。双方为此争执不下，谁都不肯做出一点的让步，谈判陷入僵局。这个时候，脾气暴躁的印度人终于按捺不住心中的怒火，他拿着自己的画跑了出去，一怒之下将其中的一幅画用火烧了，声称卖不掉就烧掉它，省得看着心烦。由于非常喜爱这些画，画商看到其中一幅竟然因为价格原因被烧掉了，感到非常可惜，于是就主动请印度人回来，向他询问剩下的两幅画想要卖多少钱，印度人仍然向画商索要1000欧元。画商心想：刚才三幅画才卖我1000欧元，怎么现在剩下两幅了，你还要1000欧元，这不是漫天要价吗？尽管非常喜爱印度人手里的画，但是由于价格方面的原因，画商还是在犹豫不决中拒绝了印度人的要价。当1000欧元的价格再次被拒绝时，脾气暴躁的印度人竟然又烧掉了其中的一幅画。这样一来他的手里就只有一幅画了。 画商看到这种情况，只好恳求印度人，别再把最后一幅画烧了。拿过最后一幅画后，画商仔仔细细地看了一遍这幅画，结果越看越喜爱。他就问印度人最后这幅画究竟想卖多少钱。没想到印度人仍然十分坚决地告诉画商，他的这幅画售价还是1000欧元。画商再次犹豫了。因力这是此前三幅画的价格，如今只剩下了最后一幅画，他居然还想要1000欧元！可是又怕对方再次将这仅有的一幅画烧掉，只有和对方进行艰苦的谈判。但是印度人似乎看透了画商的心理，自始至终坚持索要1000欧元，否则的话，最后这幅画仍然随时有被他烧毁的危险。谈判的最后结果，印度人硬是从画商那里拿到了他想要的1000欧元，而画商用三幅画的价钱只得到了一幅画。 其实印度人并非不心疼自己手中的画，但是他看出了画商的矛盾心理，真正对谈判造成困难的不是画本身，而是商人对于价格的犹豫。因此印度人才最终得到了他想要的价格，至于画商究竟得到几幅画，那就不是他所关心的了。 案例中，印度人抓住画商爱画心切的心理，采用煽动的谈判方法，不惜一次一次地使用破坏性的手法，以刺激画商的购买欲望，操纵和控制对方的心理，使得画商被迫与之达成了对其有利的协议。印度人的煽动策略最后还是赢得了成功。而实际上，即使画商不买他的画，印度人也不会将最后一幅画烧掉，因为那样的话他不仅得不到一个欧元，甚至连自己的货物都失去了。 反客为主的原意是指主人不会待客，反而受到客人的招待。其中包含着变被动为主动，变不利局面为有利局面的谋略思想。将反客为主的谋略思想运用于谈判实践中，可以使得谈判中原来处于被动地位的一方，由被动地位变为主动地位。 在谈判过程中，任何一方都希望自己处于主动和支配的地位而不愿意受人支配，但是由于受谈判中诸多因素的限制，谈判者不可能在任何时候、任何情况下都位居主动地位而支配对方。问题在于谈判者如何摆脱被动的处境，从被动变为主动，这就需要运用反客为主的谈判技巧。 美国密德兰地区的一家银行有一位非常难缠的顾客。他是一位搞技术的工程师。这位客户在经济景气的时候，曾经有一段非常辉煌灿烂的时光，但是后来由于经济萧条，他的公司倒闭了。可是，工程师希望能够找到机会东山再起，于是就千方百计同银行方面进行谈判，希望银行能够多给他一些贷款，但始终没能够得偿所愿。 工程师为自己在同银行的谈判中始终处于被动的地位深感不满。后来他想到了以另外一种方式来削弱对方的谈判实力和改变其立场。他让会计部门整理好账目，向银行提出抗议。结果工程师的这一招果然非常灵验，银行对于客户的这种抗议显然有些措手不及。银行经理立刻打电话向他道歉。 在这个基础上，工程师又以银行方面办事能力太差、手续办得太慢，致使他的公司向国外购买一项产品的计划被延迟，蒙受了很大的经济损失为理由，发表不满声明。除此之外，因为银行职员的一时疏忽，使一笔原来应该存入这位工程师私人账户的款项，阴差阳错地存入了另一家公司的账户。为了这件事，工程师又开始小题大做，借题发挥。他把银行以往所犯的种种错误全部罗列出来，要银行方面做出解释并提出具体的解决办法。 在犯了那么多的错误之后，银行经理在同工程师的进一步谈判之前心中已经做了最坏的打算，准备接受一切严厉的批评和惩罚。两个星期以后，工程师认为“进攻”的时机已经成熟了，他给银行经理打电话。出人意料的是，在电话中工程师竟然对过去所发生的事情绝口不提，反而以轻松的语气问银行经理：“对于两年以上的私人贷款应该怎么样计算？”那位经理在事前一直预想银行方面会遭受激烈的攻击，但听到工程师的口气并不严重之后，便松了一口气，将贷款利息的算法详细地说了出来。“这样的贷款是不是一般市面上最有利的方式？”工程师进一步问道。“当然！”银行经理赶紧回答说：“据我所知，这是目前最有利的一种贷款方式了。”他的语气十分地惶恐不安，生怕再次得罪了这位难缠的客户。工程师很希望和银行恢复、发展业务往来，于是要求银行经理让他获得一笔私人贷款。在这种情景下，银行经理只有选择尽快地满足工程师的条件。工程师于是达到了他的谈判目的。 在开始的谈判中工程师陷入十分被动的地位，谈判的主动权完全被掌握在银行一方。为了摆脱困境，使己方能够在谈判中处于主动和支配地位，从银行经理手中拿到贷款，工程师采取了果断措施。他通过整理和罗列银行的种种“罪状”，大加渲染，向银行方面施加心理压力，削弱了对方的谈判实力，改变了银行的谈判立场，最后终于获得了希望的贷款，赢得了谈判。 在特定的情况下，人们总是抱有一种逆反心理。一方要想得到的，另一方总是想方设法加以阻止；一方不愿意让步的，另一方还非得希望其做出让步。这种逆反心理往往会增加谈判各方的竞争性和对抗性，不利于谈判各方达成一致，使原本可以达成的协议陷入流产，可以成功的谈判陷入失败。 聪明的谈判者则善于利用对手的这种逆反心理，在谈判中故意做出一种姿态，好像某一项要求或者条款对己方非常重要，但是真正的目标却恰恰相反。就这一点而言，有些像生活中的拉猪尾巴的现象。把猪尾巴向后拉，猪却要往前走，把猪尾巴往后拉得越厉害，猪就往前挣扎得越拼命。因此，要想让猪往前走，只要把猪尾巴往后拉就可以达到目的了。 有一个承包商，在承包一项安装工程的时候遇到一个难题。他不能与对方达成一致的原因是，关于支付工人的酬金是按照一次性总付计算还是按照工人们每人每天计工付酬。有一个很重要的原因就是，如果按照工人每人每天付酬的话，工人的积极性不高，每天的劳动量也不能够具体计算出来。这样的话承包商就不得不多付给工人很多不必要的工资，此次承包的工程的利润就会大大降低。而且由于工人的积极性不够高，在监督上也会遇到意想不到的麻烦与困难。 通过反复的考虑和衡量，承包商宁愿一次总付计价，因为这样不但可以节省不少的资金，在管理上也可以节省很多的精力，而且还可以不让买方介入到经营的具体细节里面去。承包商自己就可以有更大的伸缩余地，此项承包工程的利润就会更加可观。为了使对方同意自己一次总付计价的要求，承包商在双方谈判中就运用了“拉猪尾巴”的谈判技巧。一开始他就向对方建议以每人每天的工资为基础计价，罗列出这样计价的种种好处与优点，并且声称这项工程有相当大的风险，非常不好开价。这样一来，买方对承包商罗列的各种理由产生怀疑，觉得一次性总付计价对自己的好处更大。承包商越是指出风险的严重性，买方越是感到还是按照承包商所极力避免的一次总付计价更为划算一些。在这个问题上，双方的谈判进入了僵持局面，互相之间都不肯让步。当然，承包商的坚持是故意使然，他的真正目的是通过自己的不让步让对方感到每人每天的付款方式是对买方非常不利的，而承包商可以得到很多的好处。他越是坚持，对方就越义无反顾，因此在“坚持”的过程中，承包商还故意露出些许的妥协和退让之意，使得买方更加坚定自己的立场。 最后，双方进一步谈判的结果，承包商做出了“妥协”和“让步”，“放弃”了每人每天为基础计价的要求，答应按照买方一次总付计价的方式计价。这样一来，承包商不仅顺利地实现了自己的谈判目标，而且还使买方的谈判人员对谈判的结果感到高兴，并且深信己方占了大便宜，赢得了谈判。殊不知谈判的真正赢家并不是他们，而是拼命“拉猪尾巴”的承包商。 在这个案例中，承包商通过“拉猪尾巴”法在谈判前进行反向选择，让对方相信承包商的选择是对承包商有利的，买方就只有向相反的方向去要求。这样的结果正是承包商所期待的。针对对方的“拉猪尾巴”的谈判技巧，可以在了解对方的基础之上，给他来个顺水推舟。对方表现出不关心某个方面，谈判者也装作不关心，对方对哪方面感兴趣，己方就可以在可能的情况下接受对方的建议。因为对方不需要的，恰好是其表面上感兴趣的，而对方想得到的，恰好就是表面上不感兴趣的。如此一来，“拉猪尾巴”的目的就永远也不可能达到了。