销售谈判技巧入门

销售谈判技巧入门SalesNegotiationTechniquesAPrimer令谈判出成果的原则ProfitableNegotiationPrinciples作计划Planning准备谈判工具NegotiationTools策略简介IntroductiontoTactics结束时有所收获GainingClosure成为谈判高手须具备的素质WhatMakesaGoodNegotiatorProfitableNegotiationPrinciples为每一次谈判做计划PlanforEveryNegotiation了解这桩生意的重要性和广泛性Howimportantandextensiveisthisdeal计划与实际谈判耗时的比率Ratioofplanningtimetotabletime销售谈判是一个过程而非结果Asalesnegotiationisaprocess,notanevent!弄清自己的目标,首要目标和次要目标各是什么KnowYourObjectives,PrimaryandSecondary对谈判要达成的目标心里有数KnowYourWalk-AwayPoint令谈判出成果原则令谈判出成果原则--2ProfitableNegotiationPrinciples–2要留机动余地LeaveRoomtoManeuver起点要高，且理由充足Openhighandprovidejustification重要的是解决问题而不是维护自己的立场Focusonresolvingissues,notondefendingpositions寻求成交业务的方法Lookforwaystocreatethedeal总是让客户也有利可图Alwaysleaveyourbuyerawaytowin令谈判出成果原则--3ProfitableNegotiationPrinciples–3小心控制让步行动ManageYourConcessionsCarefully有克制的让步才有价值Concessionshavenovalueunlesswithheld不做没有回报的让步Nevergiveaconcessionwithoutgettingsomethinginreturn对己方做的让步了然于胸Keeptrackofconcessions你总是可以反悔Youcanalwaystakeaconcessionback!计划Planning确定并归类要讨论的问题—我方及对方的IdentifyandRankOrdertheIssues-Ours&Theirs目标：Objectives:我们希望达到什么目标？我们必须达到什么目标？Whatwouldweliketohave?Whatmustwehave?把事情按重要性排序Listthethingsinorderofimportance将不怎么重要，但有可能促成交易的广告刊物或宣传彩页包括在内Includelow-priorityissuesand“throwaways”thatmaybeusedtohelpcompletethedeal从对方的角度提同样的问题。要现实些！Askthesamequestionsfromtheirviewpoint.BeRealistic!对谈判要达成的目标心里有数Knowyourwalk-awaypoint风险：我们会有什么损失？Risks:Whatdowehavetoloose?糟糕的方案Bad-CaseandWorst-Casescenarios交易成交对我们有何好处？不成交有何坏处？Whatifwedothisdeal?Whatifwedon’t?他们有什么风险？Howabouttheirrisks?计划Planning预测并计划活动—我方及对方的PredictandPlanforMovement-Ours&Theirs优势Leverage:：我们有何实力？Whatstrengthsdowehave?如何给对方加压？Howcanweputpressureontheotherside?如何说服他们？Howcanwepersuadethem?弱点Limitations:有什么会制约我们？Whatrestrictionsmayholdusback?有什么棘手的事情？Whatmaybeproblematicforus?计划Planning预测并计划活动—我方及对方的--2PredictandPlanforMovement-Ours&Theirs–2策略.记住谈判双方的阵线Strategies.RememberAllSides-Ours&Theirs:销售进展如何？我们何时停止销售，开始谈判？Whereareweinoursalesprocess?Atwhatpointdowestopsellingandbeginnegotiating?我们/他们会有什么大动作？Whatbroadapproachwillwe/theytake?我们/他们会为了什么而作出较大的让步？Whatarethemajorthingswe/theyarewillingtogiveuptogetthemainthing(s)we/theywant?我们/他们如何定位自己？Howwillwe/theypositionourselves/themselves?我们/他们期望的时间范围是……？Whattimeframe(s)dowe/theyexpect?我们/他们期望结果是什么？Howdoweexpectittogo?Whatdotheyexpect?计划Planning预测并计划活动—我方及对方的--3PredictandPlanforMovement-Ours&Theirs–3:战术：Tactics在销售中如何推动客户？Howwillwefacilitatetheirmovementthroughthesalesprocess?我方团队中应由谁充当什么角色？Whatrolesmustbefilledbyourteam?我们打算做什么让步？这么做有何好处？Whatconcessionsdoweplantomake?Inreturnforwhat?对方会有什么要求？会做什么让步？Whatdoweexpectthemtoaskfor?Whataretheywillingtogiveup?我们要用什么策略？Whatploys,ifany,shouldweplantouse?安排谁观察他们，识别他们的策略、领会他们发出的信号、弄清他们行为的含义和他们内部的相互作用Whowillwatchthemtoidentifytheirploys,figureouttheirsignals,andinterprettheirbehaviorsandinternalinteractions?计划Planning预测并计划行动—我方及对方的--4PredictandPlanforMovement-Ours&Theirs–4应对策略：Counter-Tactics:我们将如何应对他们可能采取的策略？Howwillwerespondtotheirprobabletactics?他们又会对我们的策略有什么反应？Howdoweexpectthemtorespondtoours?计划Planning选择并检定参与人员的资格—我们及他们的IdentifyandQualifythePlayers-Ours&Theirs确定所有人员的名字、职位和所担负的任务IdentifyAllbyName,Position,andRole根据需要、方法、威信和影响力来检定对方人员资格QualifyTheirsbyNeed,Means,Authority,Influence根据要点（预计地点、时间和方式）专家、辅助人员和年资等检定我方人员的资格。QualifyOursbyPoint(Participatewhere,when,andhow)Expert,Support,Other&Seniority最后要考虑：FinalConsiderations与对方的关系是竞争性、合作性还是协作性的？IsourrelationshipCompetitive,Cooperative,orCollaborative?我们希望会场的气氛是—积极的、中性的还是消极的？Whatmeetingclimatedoweexpect-Positive,Neutral,orNegative?我们的反应/行动应是—友好的、中立的还是咄咄逼人的？Howdowerespondoract-Friendly,Neutrally,orAggressively?谈判的方式WaystoNegotiate合作态度—双赢CooperativeMode-Win/Win竞争态度—一方赢CompetitiveMode-OnePartyWins随意的态度TheAttitudinalMode有组织的态度TheOrganizationalMode个人化的态度ThePersonalMode1.合作态度—双赢CooperativeMode-Win/Win采取这种态度买卖双方都有利可图但不会损及对方利益BothBuyerandSellercanincreasetheirprofitwithoutonehurtingtheother.通过以下调整，可做成更好的交易Abetterdealmaybewaitingin:更合作的发货安排Bettercoordinateddeliveryschedule修改规格Revisedspecifications调节运输Transportationaccommodations改善包装Packagingaccommodations修改付款条件Paymentterms额外的购买额或别的选择Additionalpurchasesoroptions买卖双方间责任的调整Adjustmentofwhodoeswhatbetweensellerandbuyer包括第三方与否Involveordis-involvethirdparties技术服务和营销合作TechnicalServiceandMarketingCooperation其它Others双赢=明智、有效和互惠Win/Win=Wise,Efficient,andMutuallyProfitable5.坚持到底FollowThrough4.处理实际冲突ManageRealConflicts3.消除表面上的冲突HandleApparentConflict2.创造融洽气氛BuildRapport1.计划Plan守信MaintainCommitment制止、协商Deter,Bargain重新组织：“如果……会怎样呢？”Reframe,“Whatif..?”交流信息ExchangeInformation研究、团队合作Research,TeamUp2.竞争态度—只有一方赢CompetitiveMode-OneWins谈判总是有竞争的成分的Negotiationalwayshasanelementofcompetition从竞争的角度看属于好的言行：GoodBehaviorFromaCompetitiveStandPoint:打住话头！不要泄露你的动机、权限和时限SHUTUP!Besecretiveaboutyourmotives,powerlimitationsandtimepressures.不要轻信！谈判中我们看到的只是事情的表象Don’tTrust!Thingsarenotwhattheyappeartobeinnegotiations.降价。卖方永远不要主动提出，而买方则一定要提议CostBreakdo