Why make a fuss about each other's needs?

We mentioned the efficiency of negotiation earlier. Another way to improve the efficiency of negotiation is to grasp each other's needs and conduct research and analysis from each other's needs. Most people understand the meaning of the phrase "know yourself and know yourself, fight a hundred battles", but many negotiators are eager to achieve success, want to reach an agreement with each other quickly, and rush into negotiations without knowing each other's needs, which often backfires.

When we know each other's demand for your products, our negotiations will actually be more emboldened. For example, the other party urgently needs our products. If the other party can't negotiate successfully with us at a certain time, the other party will have some losses. Knowing each other's needs, we can make some tactical and psychological arrangements for each other's urgent needs, and our success will certainly increase greatly. On the contrary, if the other party is not eager for our needs, we can learn from other aspects and work out a negotiation plan that is beneficial to us. All these need to be based on understanding each other's needs.

Generally speaking, people's needs generally include brand demand, quality demand, service demand and risk avoidance demand. For these needs, negotiators should first understand them in various ways before negotiation, so as to effectively influence each other in the negotiation process.

For example, if you want to buy a second-hand house, you know that the other party will emigrate abroad next week and needs to sell the house urgently, so we know that the other party's negotiation time is very limited, and he must negotiate the business before next week and hope to pay cash in one lump sum. At this time, we can make use of customers' needs and make a big fuss about time and cash, and we will definitely buy this house at a lower price.

[case study]

Ming Jie is a computer salesman. Recently, a friend introduced him to a big client, claiming to purchase 100 computers. This is a big business for Sister Ming. If this business is done, it will be enough for him to relax for half a year.

Ming Jie knows that if such a large order is eager to negotiate with the other party, it will definitely encounter great difficulties in the end. This is also the experience he has accumulated in the negotiations in recent years, and he is not sure that he will enter the formal stage of negotiations with major customers. So Ming Jie invited this friend out to thank him for buying him a drink.

After drinking for 30 days in a small hotel, Ming Jie learned that the original client was an old colleague of this friend, and he chose to buy Ming Jie's computer because Ming Jie Company gave away a piece of software for free, which can play a very good role in their work. In order to reduce the price, he found this friend in Ming Jie to introduce him. After knowing the news, Ming Jie's psychology has been basically known.

Soon the two sides sat down at the negotiating table, and the other side said:

"After our research, in fact, your computer is similar to other brands of computers on the market, and the price you quoted us is higher than the retail price on the market. The reason why we chose to buy your computer is because of the introduction of our friends, which makes us feel more at ease. First, I hope to establish a long-term cooperative relationship with you, because after-sales service is also very necessary. "

Ming Jie recognized the other party's intention to reduce the price and supplement the after-sales conditions, but at the same time Ming Jie knew that the other party must buy it, so he said, "Thank you very much for your trust in us, but the price is already our lowest price. If you insist on reducing the price, we will have to cancel the A software given by each computer, and you can ask for your after-sales service. " As soon as the other party hears about the price reduction, it will cancel the given software. Of course they won't agree.

After negotiation, we quickly reached an understanding on after-sales service. Because Ming Jie knew each other's needs, although the other side used many strategies, Ming Jie remained indifferent and insisted on his own conditions. Finally, the other party had to add a requirement to the after-sales service and made a deal with Mingjieda at the same price.

In the case, Ming Jie's success lies in mastering each other's most important needs with him, so he can calmly respond to each other's questions and conditions because he knows that the other party will definitely buy his own products.

If Ming Jie doesn't know the other party's demand in advance, then it should be considered that the other party will choose other brands in the negotiation. With this concern, the momentum will definitely weaken in the process of negotiating with the other party, and there is a great possibility of price reduction.

There are many demands of the other party in the negotiation, among which the strongest demand, the second strongest demand and the weakest demand should be distinguished. When making a fuss about these requirements, we should start with the strongest one first, and then make an analogy. It is best to make multiple plans, so that even if our initial judgment is wrong, we can immediately switch to other plans.

[Skillful touch of gold]

As negotiators, we should not only know what we need in the negotiation, but also know what the other party needs in this negotiation. Negotiation is actually an exchange of interests and needs between the two sides. Of course we know our own needs, but we need to use various skills to understand each other's requirements.

Grasping each other's needs is equivalent to grasping each other's handles. As long as you do something in this respect, the other party will certainly submit. There was once a man who specialized in collecting debts for others. He was entrusted to collect debts from the boss of an enterprise, but the boss refused to pay them anyway. Later, he learned from the doorman of this enterprise that the boss has a mistress. After investigation, he has a basic understanding of the specific situation of the director's mistress. So he went to the factory director to blackmail the other party to pay back the money, and sure enough, the boss happily returned the money to the debt collector. The debt collector succeeded because he caught the director's handle. In the negotiation, grasp each other's needs, and then make a detailed plan according to each other's needs. For example, if the other party disagrees with your conditions after you make them, you can force the other party to make concessions by threatening to cancel the conditions that the other party needs most.

Of course, we have different ways to deal with the different needs of our customers. In short, the purpose of making a fuss about customer needs is to seize the most vulnerable place of the other party, which is the last thing the other party wants to give up. According to the characteristics of the individual and the other party, the expression can be written or oral.