Talk about your understanding of the negotiation.

Negotiation is generally understood as a process in which the two sides have different opinions, propose a compromise plan through discussion and finally reach an understanding. Many people can't use negotiation skills and have weak bargaining power. They often accept the price given by the sales staff unprepared, so that they will not only get the benefits they deserve, but even be ridiculed and ridiculed by others.

Many people think that the final stage of bargaining is to express to the salesperson that he or she has no intention to buy and "force" him or her to make a deal. This method often works, but in fact, the price negotiated in this way is not the lowest, and there are more ideal prices.

Negotiations are everywhere. As a skill, it runs through every detail in work and daily life. For example, a few friends go to dinner together, but it is difficult to adjust. Some people want to eat spicy food, while others want to eat light food, which leads to the problem of where to eat. The owner of a residential area and the property personnel need negotiation skills to negotiate on the relocation of the green transformation garbage station. In addition, such as what kind of training classes children attend, employees asking for a raise or promotion, bosses assigning tasks to subordinates, and division of labor with partners, these are all situations that often need to be negotiated in work and life. If you can improve your negotiation skills, it will certainly be of great benefit to your life and career development.

Second, the type of negotiation.

1. Zero-sum negotiation and win-win negotiation

Negotiations are usually divided into two types: zero-sum negotiations and win-win negotiations.

Zero-sum negotiation

In this kind of negotiation, the two sides are arguing about the distribution of interests in the agreement. This kind of negotiation is also called distributive negotiation, that is, the winner is either one or the other, only one of the two sides can get better protection, and correspondingly, the other side will also suffer losses. For example, in commodity trading, the buyer lowers the price and the seller's profit decreases; Sellers will raise prices and buyers will pay more.

Win-win negotiation

In this kind of negotiation, the two negotiating parties get the maximum benefit through cooperation and combine their respective interests in the agreement. This kind of negotiation is also called integration negotiation.

A marketing model called consultant marketing is popular in modern workplace, with "system" or "solution" as the selling point. For example, selling beds and selling "sleep systems" and "sleep solutions". In the consultant marketing system, the key point is to put forward a complete scheme to ensure the win-win situation of both sides in the negotiation, which can not only improve the customer's business performance, solve the problem of what to do at present, provide customers with a lot of added value, but also make themselves profitable.

Find a win-win solution. The sales of ordinary products focus more on the negotiation of price terms, while consulting marketing focuses on finding solutions that are beneficial to both parties, especially customers, to help them solve practical problems. For example, at present, almost all notebook computers are labeled with "Intel inside". As the world's largest semiconductor chip manufacturer, Intel not only sells chips, but also provides a unique logo of "Intel inside" to let customers know the reliability of notebook product quality. In this way, Intel not only successfully established its own brand advantage, but also enhanced the added value of the brand, helping notebook manufacturers using Intel products gain the trust of customers.

Pay attention to customers' customers. Consulting marketing is embodied in that sales staff should not only pay attention to current customers, but also pay attention to customers' customers to find out the maximum benefits. Only by helping customers solve marketing problems can we propose solutions and enhance their own value. Imagine that if the two schemes are the same, customers will definitely buy the cheap one, but if they can help customers solve their sales problems, even if the price is slightly higher, customers will not hesitate to buy this scheme. Therefore, the * * * win in the marketing field now is reflected in helping customers solve problems other than products, especially the marketing market, which is also an important weight in negotiations.

2. Vertical negotiation and horizontal negotiation

The significance of two kinds of negotiations

The so-called vertical negotiation means to discuss the problems one by one, and never proceed to the next one until the previous one is solved. For example, a proposal involves many contents such as terms and prices, and negotiators must implement them one by one to ensure that every issue is passed.

The so-called horizontal consultation means that when there are differences on a certain issue, discuss other issues first and then discuss this issue later. For example, if there are differences in payment methods during the transaction, they can be put on hold temporarily, and the delivery time, quality terms and acceptance methods should be negotiated separately first.

Advantages and disadvantages of two kinds of negotiations

The two negotiation modes have their own advantages and disadvantages. The advantages of vertical negotiation are clear procedures, simple complex issues, detailed discussion, thorough solution and high efficiency; The disadvantage is that the agenda is too rigid, and it is impossible to continue after a certain topic is deadlocked.

The advantage of horizontal negotiation is flexible agenda, but the disadvantage is that it takes a long time. Horizontal negotiation is widely used in the commercial field because it is easy to achieve the purpose of raising both the cost of obtaining customers and the exit threshold.

Third, the core concept of negotiation.

Many people have the experience of setting up stalls in Taobao or bargaining in shopping malls and large supermarkets. The most common situation is that at the end of "chopping", the seller is tempted by the way of chopping away. For example, the seller offered 200 yuan, and the consumer felt that 50 yuan could buy it, so he asked for a price reduction, and the seller insisted on at least 80 yuan. At this time, if the consumer turns around and leaves, the seller will accept the price in 50 yuan and then make a deal.

Therefore, the core concept of negotiation is substitutability. Buyers can go to other sellers to buy, which is replaceable; When the seller loses this customer, there is no substitute.

1. alternative representation

Substitutability is reflected in all aspects of work and life. For example, when employees talk about wages with their bosses, they should let them know that they are irreplaceable employees; When a businessman talks about the price with a customer, he tells the customer that his product is the best ... Both sides always work around substitutability and try to create a good alternative.

A topic worth thinking about in the workplace is salary. The salary of employees depends not only on their own contribution and ability, but also on whether employees are irreplaceable. Here is an obvious example. The wages of sanitation workers in China are very low, but the wages of sanitation workers in the United States are close to or even exceed the income of white-collar workers. The reason for this huge contrast lies in the relationship between supply and demand. Although the post of cleaner in China is not well paid, it is still in short supply, and individual cleaners are highly replaceable. Even in order to get this position, a price war was fought to make the salary of this position lower and lower. In America, the situation is just the opposite. It can be seen that the relationship between supply and demand has a great influence on salary.

At present, the salaries of employees in the animation industry are at a high level, and the annual salary of many newly graduated college students can reach 50 thousand to 60 thousand yuan; Work for two or three years, and the annual salary reaches 10 million yuan; After working for five or six years, the annual salary even reached 200,000 to 300,000. The reason why this industry has such a high income is because the shortage of talents in this industry is very serious.

Therefore, if you want to succeed in the workplace, you must "sell" yourself and become an indispensable person.

2. How to create irreplaceability

Salespeople often encounter customers' dissatisfaction with the price of products: although there is no problem with the quality of products, customers will put forward the statement that "it is not necessary to be so omnipotent, as long as it is good and cheap". In the final analysis, this situation is due to the lack of irreplaceable. So, how to create irreplaceability?

Let the absolute advantage of the product be irreplaceable.

There is a phenomenon in sales, the sales index of best-selling products will be set higher, and the sales index of products with poor sales will be reduced accordingly. For example, the products of Microsoft and Apple are good examples. Therefore, we should strive to make products have absolute advantages.

Make product differentiation irreplaceable

Efforts to enlarge local differences into irreplaceability are unique in this industry and an important way to create irreplaceability.

situation

Abnormal temperature index

A salesman A received the first order in an oil field in Hebei Province and served as a sales representative. Compared with the index of precision and performance put forward by competitors, the sales representative is different from others in that he puts forward a temperature index: he can work at MINUS five degrees Celsius.

After introduction and publicity, the customer finally agreed to A's plan, and A was able to successfully complete the transaction at a price higher than the competitor 10%.

Make yourself irreplaceable.

Many salespeople worry that the products they sell are exactly the same as those of their competitors and they can't find a differentiated selling point. For example, the distributors of Lenovo computers in China have the same product and service model. Faced with this situation, salespeople can give full play to their advantages and create their own irreplaceability.

Four, the five principles of sales negotiation

When the seller's interests are great, the buyer should learn to exert pressure, such as forcing the seller to accept the price reduction request with strong tone such as "don't buy" and "leave"; In the case that the seller's interests are small, the buyer should appropriately restrain the "pressure policy" and not let the seller have resistance or even give up the transaction; When the buyer has negotiated the lowest price and the seller is "at a loss", the strategy of "coaxing" should be used. It can be seen that different stages of the negotiations have different strategies. So, how to apply various strategies and finally lock in victory? This involves five principles of sales negotiation.

1. Be fully prepared

Adequate preparation plays a vital role in the success of sales, and 70% of the negotiation results depend on the preparation before the negotiation. Someone once did an experiment. Ten people were divided into two groups, A and B, and the same background materials were distributed respectively, so that the two sides could negotiate "one-on-one" on the content of the materials. Although the two sides are allowed to have a brief discussion before the negotiation, there is still a gap in the negotiation results among the five groups due to different degrees of deviation in understanding the background materials and errors in the expected design of the negotiation.

For example, in general, if the price that the expected customer can accept is 100 yuan, then the negotiation can start from 120 yuan; If the expected price acceptable to customers is 200 yuan, then the negotiation can start in 220 yuan. But if the salesperson's expectation is 200 yuan, and the customer can actually accept 300 yuan, then 220 yuan's negotiation starting point is not a reasonable price. Therefore, when doing a lot of work, especially key work, salespeople must understand relevant information, analyze the situation and make full preparations.

2. Be good at listening

In the process of negotiation, it is very important to listen to each other's ideas. Especially for salespeople, listening to customers' opinions is an important way to close the relationship with customers. If salespeople want to know the needs of customers, they should put an end to the practice of not listening because they think they know customers.

main points

Five principles of sales negotiation:

(1) fully prepared;

2 good at listening;

3 dare to adjust;

4 strategy on the table, integrity under the table;

(5) * * * win principle.

3. Dare to adjust

The reason why the workplace needs to negotiate is because the two sides have differences and failed to reach an understanding. It is necessary for both sides to discuss together, make compromises and find an adjustment plan. Therefore, the negotiation process should not be rigid, and both sides should make some preparations in advance, think of alternative plans, and be good at and dare to adjust.

The "alternative" here is not to make concessions in one aspect of the negotiations. For example, the price given by the seller is 200 yuan, and the buyer asks for a discount 190 yuan. At this time, if the seller gives in blindly and does not propose an alternative, the negotiation cannot be regarded as successful. In fact, faced with this difference, the seller can accept the buyer's request, but correspondingly, the buyer should extend the delivery time as compensation.

4. Strategy on the table, honesty under the table.

One of the 36 strategies is called "All is fair in war", which is often used in the sales process. For example, at the negotiating table, both sides will falsely report profits. "Mr. Zhang, our profit is very thin, so please say a little more!" "My products are evaluated, and I will sell them to you as much as I buy."

When talking about business and business, both sides can accept these strategies, but once it comes to private communication, it is not appropriate to be clever, but to be honest and communicate sincerely. There has always been a saying in the industry that "business is poor, private affairs are rich", that is, when negotiating with customers, you should tell the other party that your profit is very low and get sympathy and help from the other party; When communicating privately, be generous, do a good job of hospitality and leave a good impression on customers.

5.*** Win-win principle

* * * Win is the main theme of solution negotiation, emphasizing that price brings added value and helps customers find more customers.

Five, four factors that determine the outcome of the negotiations

1. prepared

After practice, the biggest factor affecting the outcome of the negotiation is the preliminary preparation.

Step 2: Strategy

The "strategy" mentioned here refers to substitutability and irreplaceability. Specifically, it is to convince the other party that we have many suppliers to choose from and that I am your best customer, thus exerting pressure and influence on the other party and finally facilitating the transaction.

situation

Empty city plan-covering up a weak defense with a bold front

A well-known children's training institution recruits distribution agents in various provinces across the country. In one province, only one person signed up. Manager Zhang, the salesperson, did not contact the agent immediately, and it took two days to call back: "Do you want to sign up?" At present, there are a large number of applicants (resulting in a late call back). We have higher requirements for the qualification of agents. Please introduce your number and venue first. As for the registered capital, we need to evaluate it and inform you in a few days. "

Faced with such a small number of applicants, although Manager Zhang was anxious, he chose to wait patiently. A week later, the agent who signed up lost his temper and took the initiative to call and ask, "Manager Zhang, what are your considerations over there?" Manager Zhang calmly replied, "I'm a little busy recently, and we're still visiting other places." Well, let's go to your house next week. "

A week later, manager Zhang pushed back the appointed time by one day on the grounds that he had a lot of things to deal with, and insisted on not allowing the other party to receive him. The next day, Manager Zhang came to the institution for inspection. In order to put on a high profile, manager Zhang was a little absent-minded, just checked it briefly and left, leaving only the agent nervously waiting for the result.

When negotiating agency matters, Manager Zhang still held high-profile negotiations, suggesting that the company had many agents to choose from, and finally exceeded the company's dispatch target as expected.

Step 3: Skills

Negotiation requires skilled operation skills, and sales staff should pay attention to the proper use of expression skills and marketing strategies in communication to ensure the rationality of transaction prices and maintain good relations with customers. Therefore, interpersonal skills are particularly important.

4. Will (male name)

Strong and lasting willpower is an essential quality for excellent salespeople, but it is difficult to develop this quality in a short time. Salespeople should consciously exercise their willpower in peacetime and improve their compressive strength.