谈判技巧训练

現代通路談判技巧訓練GeorgeChiang江玉行1談判技巧訓練之目的訓練目的–瞭解何謂談判–知曉如何準備及進行談判訓練過程–採取Q&A開放參與,雙向溝通方式訓練收獲–盼能透過談判技巧訓練獲致最佳交易條件投資成本(Costs)投資效益(Benefits)训练收獲盼能透過談判技巧訓練，獲致最佳交易條件談判是什麼？談判概念妥協(Compromise)的藝術給(出)(Give)拿(回)(Take)成本效益(Costs&Benefits)5•無足夠能力迫使對方就範時=否則就直接銷售于對方!•相信具有優勢可談得更佳條件時擬透過談判爭取更佳條件!•双方认知其具有不可分割的利益，而愿意在有条件合作下的讨论与协商以谈判追求双方最大（各自或综合）利益为目的何時需談判？15Pay-for-performance依績效付費WorkingvsNon-Working有效益支出VS無效益支出PaymentTerms付款條件TargetSetting業績目標設定NPDListing新品上架PromotionCalendar促銷規劃CommonAssortmentFee舊品維護費PromotionConfirmation促銷確認單Penalty罰款談判實務導引16Pay-for-performance依績效付費Drivecategorygrowth整體品類績效成長Customerdeliversaperformanceoraservice客戶完成所訂績效或服務Annualsalesrebate年度業績獎勵談判實務導引17WorkingvsNon-Working有效益支出VS無效益支出Working有效益支出Conditionalrebates附條件之獎勵•Annualsalestargetrebate年度獎勵TPR促銷價格折扣Paymentterms付款折讓•Earlypaymentallowance提前付款折讓Businessbuilding協助生意發展之項目•DM/TG/salesgrowthrebateDM促銷/TG陳列Efficiencyterms改善效率，降低成本之補貼•Noreturnallowance,DCallowance,ordersizeallowance不退貨折讓,統倉物流折讓,大量整車訂貨折讓談判實務導引18WorkingvsNon-Working有效益支出VS無效益支出Non-Working無效益支出Trade-Listingfee上架費Tradeothers-其他贊助費•Anniversary/Festivalsponsorship周年慶/節慶贊助費•Newstoreopen/storeremodellingsponsorship新店開幕/舊店改裝贊助費Unconditionaldiscounts/rebates無條件折扣/獎勵•Monthlyflatrebate月扣Penalty罰款Invoiceadjustment/pricevariance價差補償談判實務導引19PaymentTerms付款條件Productturnover產品迴轉力Orderingcycle訂單頻率Customerfinancialstrength客戶財務實力Supplierworkingcapital供應商資金流量談判實務導引20TargetSetting業績目標設定Organicgrowth/Categoryperformance品類成長趨勢Newstoreopen展店計劃NPDlisting新品上市Promotionimpact促銷刺激Pricingchange價格變動Advertisingeffect廣告效果Otherprojects其他計劃Categorymanagement品類管理In/Outindentassortments非正常品採購Inventoryreduction庫存降低計劃談判實務導引21Penalty罰款Suppliercontractpenalty供應商合約罰款Promotionpenalty促銷協議罰款Qualityissuepenalty品質問題罰款談判實務導引22Attachment合約談判附件Itemlistsofcommonassortmentfee共同商品(舊品)品項表NPDplan(notindetail)新品計劃表(無明細)Annualpromotionplan年度促銷計劃表OthersJointbusinessplan/project(JBP)談判實務導引23PromotionConfirmation促銷確認書Priorwrittenconfirmationbeforepromotionstart,lead-time45-60days促銷開始前45-60天之書面確認Period促銷期限Pricing促銷價格Promotionscheme促銷辦法Promotionsalesforecast(quantity&revenue)促銷預估量/額Remarkallexceptions摘記例外事項FreeofchargesofDM/TG/Newspaper/TVC免費DM/TG/報紙稿/電視廣告等Crossoutpenaltyclauses刪除罰款條文談判實務導引24有關談判重要概念常記腦內Negotiationisacontinuousprocesstakestime談判是個持續過程，並非一蹴可幾，有時需較長時間Foreseeabiscuitforthebuyerattheendnottolooseface別讓談判對方毫無所獲，顏面無光Threats=notpersonalpartofthegame威脅恐嚇只是談判中的一部份，但非針對個人Developthepersonalrelationshipmakesiteasier(T2T)儘量平日發展個人關係以利談判，最好能定期安排高層互訪會面(T2T)25談判技巧訓練總結Youshouldbehardontheissuesbutsoftonthepeople!對人柔軟，對事堅持1.Beprepared:90%ofsuccessdependsonpreparation充分準備2.Separatethepeoplefromtheproblem.對事不對人3.Focusoninterestsratherthanpositions.著重協商雙方共同利益,而非僅強調自己立場4.Understandtheotherside‘sinterests.分析瞭解對方所關心事物5.Integrateallpsychologicalaspects整合所有心理層面狀態6.Generateavarietyofoptionsbeforesettlingonanagreement.思考各種不同方案,利弊得失7.Insistthattheagreementbebasedonobjectivecriteria.堅持合約建立在客觀準則基礎8.Noconcessionwithoutcounterparts未獲對等利益，不輕易讓步9.Shareinternallyonyournego(boss,colleagues..)隨時與內部相關人員分享談判進度談判重要事項心理整合事前準備策略擬定堅持原則充分溝通個人關係高層互訪團隊合作談判心理整合智慧經驗勇氣堅持品牌力產品力通路力組織力Everythingisnegotiable!!以對話替代對抗，用妥協創造雙贏談判概念妥協(Compromise)的藝術給(出)(Give)拿(回)(Take)成本效益(Costs&Benefits)训练学习无止尽。。。谈判对手“酷”无情。。。。加油！加油！春种一粒粟，秋收万颗子携手合作共创辉煌多谢聆听!預祝2010談判成功Back–upsSalesSalesModerntradegrowthMassMarginClassicalWestillnegotiateconditionsCommercialmarginrateMassMarginaccordingtoCarrefourdefinitionmeansaconcentrationoftheeffortsbasedonprofitablesalesgrowthabovethemarkettrend….Effortsconcentratedonprofitabilityimprovement(in%)thankstonegotiationEffortsconcentratedonsalesdevelopment(overthemarkettrend)CommercialmarginrateSharedObjectivesforY+1YResultAdditionalincreaseforY+1MarkettrendforY+1AdditionalSales…Customersalwaysaskwhereistheadditionalsalesfrom?MarkettrendHowtoreachSalesTarget11T958T1.8M165.8M34TProjects201023.5T4.9M1.2%Target9.5T4MPromotionVol:+12%1.6MNPD3.3%Val:+11%25T10Newstore2.7%growth855tons4.1M1.1%149.4MOrganicgrowth**merchandising/logistic/Categorymanagement2009base2.7%*C4businessAdditionalSales36NKA客戶操作原则371.以績效為導向之交易條件2.不得片面任意下架鎖單3.刪除罰款/賠償條款4.扣款應經事先授權同意準時匯款5.建立雙方高層會議溝通管道NKA客戶操作原则引數據講事實除困難尋商機細緻規劃完美執行以對話替代對抗用妥協創造雙贏NKA客戶操作原则39NKA客戶4個挑戰1.罰款2.賠償3.扣款4.前七後捌1.合約中刪除/加註2.合約中刪除/加註3.合約中刪除/加註4.促銷確認單註明挑戰策略法律文件（一）法律文件（二）法律文件（三）法律文件（四）法律文件（三）法律文件（三）