Chapter 39 Chapter Thirty-ninth Take a Firm Stand——Strive for Benefits with Strength

A firm stand is actually based on one's own strength.As long as you have strong strength or grasp the direction of the negotiation, no matter how tyrannical and aggressive your opponent is, they will still not be able to escape your grasp in the end.Now that you are in control of the direction of the negotiation, you don't have to worry about the opponent's tricks, but you can't ignore strategies and methods just because of your own strength, and use force against force.Below we introduce several methods. The negotiator aims at the key points of the opponent, uses sharp and powerful arguments to expose the essence of the opponent's speech or behavior, suppresses the opponent's arrogance, puts himself in a powerful position in the negotiation, and then achieves the goal of defeating the opponent.There are several issues to be aware of when using this negotiation technique.The first is to be highly targeted and hit the opponent's vitals.

If the evidence you cite is not pertinent and does not hit the point, it will not be a tit-for-tat confrontation, and it will not achieve the purpose of preventing the opponent's offensive and safeguarding one's own economic interests.Secondly, the use of tit-for-tat negotiation skills also requires that the arguments put forward must be sharp and powerful, or present facts, or be reasonable, irrefutable, in order to be in a favorable position.Finally, use tit-for-tat techniques, but also pay attention to the nature and occasion of the negotiation.In the more collaborative types of negotiation, tit-for-tat techniques need to be used with extreme caution so as not to be self-defeating.

Negotiating parties often adopt various negotiating techniques and methods that are beneficial to themselves, and even resort to unreasonable and immoral tricks such as lying, conspiracy, and personal attacks to achieve their goals.If you encounter such an opponent, you can choose to be patient and silent, or you can use tit for tat.The key to applying this kind of negotiation skills is that we will use whatever means and methods the other party uses to deal with us.If the other party raises the asking price, you ask for more; if the other party cheats, you do the same; Deliberately procrastinating, you also follow him to fight a protracted war...

That is to separate people from problems, to be soft, polite, and respectful to people, but to be tough on problems and objective standards, and to do our part when it comes to issues of principle, and to strive for every inch of profit.There are also several issues to be aware of when using this negotiation technique.First, the technique of doing our part is aimed at the event, the principles and content of the negotiation, not the participants in the negotiation.Although what we see is always the negotiator insisting on and manipulating the principles and content of the negotiation, the negotiator is not the event itself.We should think of negotiators as “messengers of peace” rather than enemies who come to solve problems.Second, if you want to do your part in the negotiation, you must have sufficient reasons.And make sure that your reasons can fully convince the other party, otherwise, if you make trouble out of no reason and play rogue, not only will you not be able to achieve the desired effect, but it will be even worse.Third, the use of negotiating skills and methods that do our part requires the will and perseverance of the negotiators.Any party hopes that the other party will make the greatest concession and that its own party will get the greatest benefit. For this reason, some negotiators do not hesitate to use various methods to achieve their goals.If the negotiator does not have a strong will and perseverance, it will bring unnecessary losses to one's own side, and the benefits that they should have obtained will go to waste.

Facts speak louder than words. If you want to take the initiative in the negotiation, defeat your opponent, and win the negotiation, you can use all kinds of negotiation skills and strategies to the other party. However, the most effective weapon is There is nothing better than the facts—the facts that are good for one's own side and bad for the other side.As long as you master a large number of such facts and use them as arguments for your negotiations, any strong opponent will be defeated in front of the more powerful iron facts in your hands.Therefore, the negotiation skills and methods of factual confrontation are extremely powerful negotiation skills and methods used to defeat opponents and win in negotiations.So how do you deal with the fact that your opponent presents an unfavorable fact against you?

First of all, you need to have a certain understanding of the unfavorable facts.In negotiations, there are facts that are beneficial to oneself and facts that are unfavorable to oneself, and any negotiation is no exception.Therefore, during the negotiation process, negotiators should not only be able to see the facts that are beneficial to themselves, but also be keenly aware of the facts that are unfavorable to them, so that they will not feel helpless when the other party raises facts that are unfavorable to them.Secondly, you should refute the fact that the other party puts forward the fact that is not good for you, and the fact that is good for you.If the other party says that the price of your product is higher than that of similar products, you can retort that the quality of your product is better than similar products, and so on.Third, in order to maintain a long-term cooperative relationship, negotiators should face up to their own unfavorable facts fairly and honestly, and then present facts that are beneficial to their own side, so that the other party can feel your sincere attitude towards the negotiation, and then generate a sense of trust.This kind of negotiation skill is often much better than the practice of blindly covering up the unfavorable facts of one's own side and deliberately clamoring about the favorable facts of one's own side.Especially for negotiating opponents who are more familiar with their own situation, it will have a favorable impact on the negotiation.This technique is not only used in highly competitive negotiations, but also can play a role in promoting the success of highly cooperative negotiations.In highly cooperative negotiations, factual evidence can also attract collaborators more than other methods.As the saying goes: hearing is believing, seeing is believing.Even if you boast about your product, there is no more convincing and more negotiating power than hard facts.

The use of soldiers to fight wars emphasizes "cultivating the Tao and protecting the law" (meaning cultivating moral government and adhering to the law), that is, cultivating the way of first victory from all aspects of politics, economy, and military affairs, and using the law of "self-preservation and complete victory".Because only in this way can we achieve "more support" and win the final victory of the war.Fundamentally speaking, a righteous war must always defeat an unjust war; a just war must always defeat an unjust war.Negotiations are no exception.The most fundamental principles of negotiation are the principles of justice and fairness.As long as you uphold justice and fairness, you can be justified and righteous, and you can win in the end.Then the most critical point in applying this negotiation strategy is that the negotiator must be just in the negotiation.If justice is not on your side, no matter how good your eloquence is, it will not help.Secondly, using the method of upholding justice negotiations must be targeted, aim at the views and demands of the other party, and counterattack the other party tit for tat.Finally, the use of this negotiation technique generally requires negotiators to adopt a stern and firm stand, making the other party feel the power and power of justice, forcing the other party to give up or change their unjust negotiating positions and attitudes in the face of truth and justice.

When negotiating, both parties are trying their best to get a result that is beneficial to them.Excessive asking prices and paying back money on the spot is the most common way.But after careful analysis, as an excellent negotiator, how should the other party feel that the price he offered is fair and reasonable?This requires an objective standard.Only when there is evidence can people feel that what they say is justified.A real case is described below, which is enough to illustrate the importance of grasping objective standards. Jack's car had an accident while driving and was completely destroyed by a large truck.Fortunately, his car has been fully insured, but the specific compensation amount can only be confirmed after the investigator of the insurance company appraises it.So the two parties had the following dialogue. The investigator said: "Mr. Jack, we have studied your case. We decided to use the terms of the insurance policy to pay compensation. This means that you can get compensation of 3,300 US dollars." Jack replied: " I know. But how did you come up with that number?" "We're estimating it based on the current value of the car. There's no way it's going to be wrong." Jack said to the investigator, "I know the insurance company. The standard. But I want to know, what standard did you use to calculate this specific amount? Do you know how much I will spend now to buy a similar car?"

The investigator asked Jack: "So how much insurance do you want to get?" Jack replied: "I want to get the compensation I should get according to the insurance policy. There is no problem. A used car with little difference from the wrecked car. The owner of the car asked me to pay $3,350, plus sales tax and excise tax, it should be about $4,000, and it can’t be lower than that.” The investigator said: "$4,000 is really too much. I don't think the insurance company will pay you so much compensation." Jack said: "What I ask is not a specific amount, but a fair compensation. .Don't you guys think it's very fair that I get enough compensation in exchange for a car that doesn't differ much from my original car?"

The investigator said, "Okay, we'll pay you $3,500. That's the most we can pay. That's the company policy, and we should all stick to it. Don't you think so, Mr. Jack?" Jack asked the investigator: "So how did the insurance company calculate this figure? I really want to know the details." The investigator did not answer Jack's question directly, but said to Jack: "You should know that the $3,500 compensation I just proposed is already the highest figure you can get. If you don't agree or don't want it, then I can accept it. There's nothing I can do to help."

Jack thought about it, and then replied to the investigator, "$3,500 may be a very fair compensation price, but I'm not entirely sure yet. If you are bound by company policy, I certainly understand your position. But unless you Being able to objectively state a good reason why I can get this amount, I think I'd better seek legal support. Do you think this is the best solution? Why can't we take a closer look at this issue and then talk concretely Talk? Let's meet again sometime next week, shall we?" The investigator said: "Okay. I saw a second-hand car in the newspaper today, which is similar to your car. The owner's bid is 3,400 US dollars. Are you interested?" Jack asked: "Is there any mention of driving in the newspaper?" What about the mileage? I think this is also very important." The investigator replied: "I have seen this, it is 45,000 kilometers. Why do you ask this?" Jack said: "Because my car has only run 25,000 kilometers. In this way If so, how much does the insurance company think my car should be worth more than the car you mentioned?" The investigator replied: "I have to think about it. Oh, it's about 200 dollars." Jack said: "In that case , then my car should be worth $3,600. Does the ad mention a radio?” Investigator: “No.” Jack asked again: “So how much do you think a radio should be worth?” The investigator replied: "$100." "What about the air conditioner?"  … After two hours of negotiations, Jack got the $4,000 he wanted. The reason why Jack was able to get the insurance amount he wanted was to constantly use some objective facts to negotiate with investigators.In the face of facts, no matter how good at defending investigators have to admit the existence of facts.The use of objective criteria can transform the contest of subjective willpower between the negotiating parties into a joint solution to the problem.This is the effect of using objective criteria. At the age of 29, when his career was booming, Carnegie resigned from the Pennsylvania Railroad to start his own business.He later founded the Pittsburgh Steel Company on his own.After buying the patent of the acid converter steelmaking method invented by steel-making expert Hawley, he hired Hawley as the production supervisor, which made his company develop rapidly.Before long, Carnegie came to dominate the American steel industry.He disintegrated and annexed various small-scale steel companies one by one, and became the well-deserved king of steel in the United States. It is easier for stragglers to disintegrate and annex, but it is not so easy to face the challenge of a huge financial overlord.At that time, the Morgan consortium, known as the richest man in the United States, was very powerful. In addition to the financial industry, the Morgan consortium also owned branches such as railways and steel. Its huge family owned more than 100,000 kilometers of railways, accounting for half of the US railway mileage. Its power is almost unrivaled. . The Morgan consortium noticed the more attractive future of the steel industry when its railway business was booming, and then annexed two large steel companies.However, the steel company owned by Morgan has not been able to compete with Carnegie's Pittsburgh Steel Company in all aspects.In order to achieve the goal of monopolizing the steel industry, Morgan decided to launch a "steel war" against Carnegie in the American industry in order to dominate the steel industry.Using financing means, Morgan annexed a series of small and medium-sized steel companies in the Midwest of the United States in one go, and quickly established the Federal Steel Corporation.When the Federal Steel Corporation was strong enough to compete with Carnegie, it resolutely ordered all the companies in the Morgan system to "cancel all orders for the Pittsburgh Steel Corporation" and implemented a drastic action against Carnegie. After Morgan declared war, Carnegie did not make any public reaction, but closed the door and said to his subordinates: As a person who started his career relying on stocks, nothing is more important than calmness.What kind of clever plan was Carnegie thinking of to deal with Morgan's provocation?The Morgan consortium had no idea.However, due to the cancellation of the cooperation with the Pittsburgh Steel Company, Morgan's huge industrial system has suffered huge losses day by day, because its Federal Steel Company cannot meet the steel needs of its own system, so it has to send lobbyists to Carnegie on its own initiative. Negotiate, ask for a truce. Negotiations have begun.Carnegie said very calmly: "You don't want my steel, and others will want my steel. The Pittsburgh Steel Company has occupied its own market in the United States since its establishment. This war can continue without loss. I am not Carnegie. I said that when the market is needed, the market will be mine.” The lobbyist persuaded Carnegie: “If two evenly matched companies continue to fight like this, if neither party is willing to make Concession, the final result will inevitably be a lose-lose. The best way now is to weigh the pros and cons. If one side voluntarily backs down, the confrontation can be resolved very well.” "No, there is only one person who will stumble this time, and that is Morgan who launched the attack. I did not fight, and of course there is no way to talk about a truce. Morgan is actually fighting against himself. When to stop is your own business. If you lose money Increasing every day is definitely not a good thing for Morgan." Carnegie is very confident in his own strength. After hearing the news, Morgan knew that the situation was not good, so he immediately changed his strategy and decided to annex the Pittsburgh Steel Company and put Carnegie under his banner.So he sent someone to tell Carnegie that American steel companies must undergo a major merger.Carnegie knew that this was an ultimatum and the official start of negotiations between the two sides.Carnegie knew that Morgan's determination to merge could not be shaken. At the same time, he also knew that the merger between the two parties was only in name, and there were very few substantive cooperations.After finding out the psychological tendency of the other party, Carnegie comprehensively analyzed the advantages and disadvantages of the merger in order to determine the negotiation target and choose the negotiation strategy. Finally, he decided that the Pittsburgh Steel Company would be merged into the Federal Steel Company in name, but all his powers should not have the slightest influence. shake. "Tell Morgan that the big merger is very interesting, and I have no objection to participating. My participation conditions are not harsh. I only want the new company's debt after the big merger, not stocks. The price of the new company's debt should be calculated according to the formula of 1:1.5 , remember, is 1:1.51" Morgan's subordinates fed Carnegie's conditions directly to Morgan.He knew that the other party's asking price was not low, and he not only wanted to take advantage of the transaction.Moreover, it is quite detrimental to oneself to become a creditor of the new company.But in any case, Carnegie's Pittsburgh Steel Company ceased to exist.Thinking of the huge profits of the merged company, Morgan immediately told Carnegie to accept the terms of the merger.Carnegie was once again the victor. The huge amount of negotiation between the two industry giants is so simple, but the careful preparation and psychological activities made by both parties during the negotiation are crucial.In the face of the steel war launched by the financial oligarchy Morgan consortium, Carnegie adopted the strategy of keeping calm on the surface and braking with silence; Put pressure on Morgan.As a result, Morgan adjusted his strategy in time, and both sides became the final winners. Generally speaking, active measures should be often adopted in negotiations, and negotiations should be carried out according to their own plans and steps. If one side does not strive for the initiative, it is easy to be restrained and mobilized by the other party, and to negotiate according to the other party's plans and steps, but once it is included in the other party's steps, one's own side will often become helpless. In economic negotiations, the discussion starts on the basis of first proposing one's own negotiation plan, and the result often comes to a conclusion close to the plan.Therefore, on the basis of sufficient preparation, we should preemptively strike first, and show our plan straightforwardly.On the contrary, if you always want to see the other party's position first, you will show hesitation and look left and right. , you will be led by the nose by the other party unconsciously.This is where head start is so important. China once negotiated with an American company to import an electric wheel loader.Due to our lack of experience in the use of this electric wheel loader and the lack of information in this regard, it brought a very passive situation and many unexpected difficulties to the negotiation.In order not to make our side suffer in the negotiation, our representatives decided to give full play to their own advantages and adopt preemptive negotiation skills to control the initiative of the negotiation and strive for the maximum negotiation benefits for our side. At the beginning of the negotiation, our representative first introduced to the other party the long-term plan for the development of China's coal industry and the long-term plan for open-pit mines, explaining that according to these long-term plans, China's coal industry needs to import a large amount of such machinery and equipment.The reason why our representatives introduced the above information is mainly to make the negotiators of the other party have a great interest in the Chinese market.On this basis, our representative made a suggestion. Since we don't know much about the various performances and indicators of this type of loader, we hope that the American company will first take out a loader for trial use in the Huolinhe mining area, including Ten months including one winter, and then decide the choice according to the trial situation.If the trial results are satisfactory, we will purchase the equipment and keep it for continued use. If the trial results are not satisfactory, the American company will ship the loader back.At the same time, our representative also pointed out that the consumable components during the trial period of the machine will be provided free of charge by the American company, and the fuel required by the loader will be provided by us.The plan proposed by our representative is very unfavorable to the American company, and we don’t take any risks. We only need to provide some necessary fuel for the loader, and we can try the equipment for free for ten months.If the trial is unsuccessful, we will not take any responsibility. The American company will only ship their equipment away. Once the trial results are satisfactory, we will consider buying the machine from the American company.This is a rather unfair solution, and the United States needs to bear certain risks, because they will bear full responsibility if there is a problem with the machine during the trial period. During the entire negotiation process, although the proposal proposed by us has no benefit for the American company for the time being, and even the relevant conditions are quite harsh and unreasonable, the representative of the other party did not express any objection.After they reported our sincerity, the purpose of the experiment, and the future market conditions in China to the president of the company, they decided to agree with our proposal and accept our conditions.Our side has achieved unexpected success. Since we don't know much about the performance and indicators of the products of the American company, this is very unfavorable to our representatives. Temptation, the other party had no choice but to cooperate with us when they were unprepared, and its negotiation advantage in terms of products disappeared suddenly, which finally turned the negotiation situation to our side. The specific requirement of preemptive negotiation skills in commercial negotiations is to be the first to bid.Because generally speaking, in sales negotiations, the first call is more controlling and influential than the second call, especially in the negotiation occasions with high conflicts, the first call can not only set a certain level for the outcome of the negotiation The upper or lower limit seems to be insurmountable, and it can more or less dominate the actual transaction standard expected by the other party during the entire negotiation process.