10招讓你變身談判專(zhuān)家
YEC
2016-08-18
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你能否獲得自己想要的東西，對(duì)于事業(yè)的成功來(lái)說(shuō)非常重要。有時(shí)你錯(cuò)過(guò)了一筆生意，就會(huì)失去一項(xiàng)競(jìng)爭(zhēng)優(yōu)勢(shì)——比如對(duì)于企業(yè)增長(zhǎng)至關(guān)重要的資源、客戶(hù)或銷(xiāo)量。 那么你怎樣才能確保自己拿下一筆生意呢？這全然取決于你的談判策略。為此，我們采訪了青年企業(yè)家協(xié)會(huì)（YEC）的十名成功企業(yè)家，詢(xún)問(wèn)他們對(duì)以下問(wèn)題的看法： 問(wèn)：要想抓住一次重大商機(jī)并拿下這筆生意，怎樣的談判策略才是有效的？ 1.給對(duì)方找一個(gè)競(jìng)爭(zhēng)對(duì)手 不管你是一家剛成立的創(chuàng)業(yè)公司，還是全球知名的大企業(yè)，談判的關(guān)鍵往往在于“借勢(shì)”。除了跟你談判的這家公司之外，是否還有別人能提供類(lèi)似的服務(wù)？如果你真想做成這筆生意，最好的方法就是給對(duì)方設(shè)定一個(gè)堅(jiān)決的最后期限，并且告訴他們：“我們?cè)敢飧愫献?，不過(guò)某某某已經(jīng)準(zhǔn)備好頂替你們的位置了?！薄狹odify Watches公司CEO艾倫·史瓦茨 2.尋找共同利益空間 你應(yīng)該花時(shí)間研究一下對(duì)方的目標(biāo)，盡量通過(guò)談判提高雙方的共同利益。比如如果對(duì)方不愿意在價(jià)格上讓步，那就把談判重點(diǎn)放在合同的其他方面，比如質(zhì)保時(shí)長(zhǎng)和質(zhì)保范圍，大量采購(gòu)時(shí)的折扣，以及其它可能為雙方帶來(lái)更大利益的條款。——Bend Law Group, PC創(chuàng)始人道格·班德 3.發(fā)現(xiàn)對(duì)方的主要談判動(dòng)力 一定要真正了解對(duì)方的主要談判動(dòng)力，并且要把精力著重放在這個(gè)因素上。沒(méi)有牛排不算正餐，對(duì)方的主要談判動(dòng)力好比牛排，其它所有因素充其量只是澆在牛排上的湯汁。所以既不要把雙方的協(xié)議搞得過(guò)于復(fù)雜，也不要脫離了主題。你應(yīng)該清楚解釋并強(qiáng)調(diào)對(duì)方如何能通過(guò)合同得到他們真正想要的東西。 4.直截了當(dāng)問(wèn)他們?cè)鯓硬趴虾炞?/strong> 很多時(shí)候，一些重大的商機(jī)僅僅是因?yàn)橐粌蓚€(gè)細(xì)節(jié)問(wèn)題，導(dǎo)致客戶(hù)最終沒(méi)有簽字，讓煮熟的鴨子飛了。所以你要坦率、直白、簡(jiǎn)單地向?qū)Ψ桨l(fā)問(wèn)：“到底怎樣才能把這件事解決？我要怎么做才能讓您開(kāi)綠燈？”這種時(shí)候，你要設(shè)身處地地為對(duì)方著想，讓客戶(hù)幫助你一起解決眼前的問(wèn)題?！猌inPak創(chuàng)始人金·考普 5.知道自己的底線(xiàn)條件 你應(yīng)該深入了解公司以什么樣的條件簽約才能有利潤(rùn)。也就是說(shuō)，你得明白合同價(jià)格需要高于多少才能盈利，以及你能最多為這個(gè)商機(jī)付出多少時(shí)間和精力。你對(duì)這些問(wèn)題有了確切的答案，才有可能簽訂一份最理想的合同。同時(shí)你也才能知道什么時(shí)候該放棄沒(méi)有利潤(rùn)的合同。——Start Ranking Now公司CEO妮可·穆諾茲 6.漫天要價(jià)，落地還錢(qián) 在談判過(guò)程中，要時(shí)刻做好妥脅的準(zhǔn)備。我最近學(xué)到了一種很不錯(cuò)的妥脅的藝術(shù)：如果你只需要一件東西，那么你就要向?qū)Ψ揭笕?，而你所需要的那一件?yīng)該是實(shí)現(xiàn)難度最低的。這樣一來(lái)，如果對(duì)方難以實(shí)現(xiàn)所有條件的話(huà)，你就可以說(shuō)：“好吧，那兩個(gè)條件也就算了，剩下的一個(gè)條件必須要達(dá)到。這樣總可以了吧？”——V.I.P.Waste Servies公司CEO杰西·利爾 7.站在對(duì)方角度看這筆生意 每一個(gè)商機(jī)都牽扯到不只一方，所以你不妨想想：“這筆生意對(duì)他們有什么好處？”因?yàn)檫@可能比思考“它對(duì)我有什么好處”更重要。要學(xué)會(huì)從全面的角度看事物。如果你看不出這筆生意對(duì)對(duì)方有什么好處，就不要貿(mào)然簽約。跟一個(gè)對(duì)的人或?qū)Φ钠髽I(yè)簽一筆小生意，強(qiáng)過(guò)跟一個(gè)錯(cuò)的人或錯(cuò)的企業(yè)簽一筆大生意。你要考慮客戶(hù)關(guān)系的長(zhǎng)遠(yuǎn)價(jià)值。——2 Hounds Design公司總裁艾麗莎·納瓦羅 8.善于傾聽(tīng)，因勢(shì)利導(dǎo) 我們?cè)谡勁袝r(shí)總會(huì)帶著各種預(yù)期和偏見(jiàn)。我與潛在合作伙伴和廠商談判時(shí)，經(jīng)常會(huì)陷入令人沮喪的氣氛，因?yàn)榇蠹医?jīng)常會(huì)話(huà)不投機(jī)。所以你要學(xué)會(huì)傾聽(tīng)對(duì)方說(shuō)話(huà)，并且準(zhǔn)備改變你的談話(huà)方式和內(nèi)容，與對(duì)方保持一致，這樣才能繼續(xù)談下去。這對(duì)于技術(shù)類(lèi)的話(huà)題尤為重要——?jiǎng)e指望他們懂的你都懂，也別指望你懂的他們都懂?！狥uture Hosting公司CEO維克·帕特爾 9.假裝很難被搞定 在商業(yè)的世界里，一個(gè)成功會(huì)吸引來(lái)另一個(gè)成功。在談判時(shí)，采取一個(gè)自信的姿態(tài)，對(duì)于談判的成功是極為重要的。如果你想談成這筆生意，就要裝出你并不需要它的樣子。但是不要顯得傲慢自大，你需要的是耐心和冷靜，不要輕易猶豫。在說(shuō)話(huà)時(shí)要顯得強(qiáng)勢(shì)且無(wú)所畏懼，仿佛隨時(shí)拍桌子走人也不在乎的樣子?！狟ull & Beard公司CEO羅比·伯爾薩姆 10.告訴他們你沒(méi)有最終拍板權(quán) 我經(jīng)常會(huì)在談判時(shí)跟對(duì)方說(shuō)，我需要“回去考慮考慮”，并且咨詢(xún)一下其他高層的意見(jiàn)，然后才能做出重大決定。我認(rèn)為在一筆重大交易過(guò)程中，最糟糕的事莫過(guò)于在對(duì)方的壓迫下做決定。如果他們真想跟你合作，他們難道再等不了24個(gè)小時(shí)嗎？如果他們強(qiáng)迫你現(xiàn)場(chǎng)做出決定，那么這就是一個(gè)需要警惕的信號(hào)?！狪 Print N Mail公司總裁安德烈·錢(qián)德拉（財(cái)富中文） 譯者:樸成奎 |
As a business owner, getting what you want is imperative to your company’s success. That’s because losing a deal could mean losing a competitive advantage—whether it be resources, clients, or sales that are meant to propel your business forward. So how can you be sure to get the deal you want? Well, it’s all in your negotiation strategy. That’s why we asked 10 successful entrepreneurs from?Young Entrepreneur Council (YEC)?the following question: Q. What’s one effective negotiation strategy to seal the deal on a major business opportunity? 1.Find a Competitive Bid Whether you’re a startup or the biggest company in the world, negotiation often comes down to leverage. Is there another partner who can provide you with the same service as they can? When you need to move a deal along, nothing works better than setting a credible deadline and saying, “We’d love to work with you, but XYZ is ready to take your place.” —Aaron Schwartz,Modify Watches 2.Discover Areas of Mutual Gain Spend time to discover the other party’s goals to increase the mutual gains achieved in the negotiation. For example, if the other party won’t budge on price, focus instead on other areas of the agreement, such as the length and scope of the warranty, a discount for purchasing in bulk, and other areas of interest that might provide even greater benefits for both parties. —Doug Bend,?Bend Law Group, PC 3.Pinpoint the Main Motivator It’s critical to really understand what’s motivating the other party. Focus on this element. Everything is else is gravy, which isn’t much of a meal without the steak. Don’t overcomplicate the deal or stray too far from their main motivator. Rather, you should clearly explain and reinforce exactly how they’ll get what they really want. —Nicolas Gremion,?Free-eBooks.net 4.Ask What They Need to Get It Done Kim KaupeMajor business opportunities can sometimes have just one or two last details that are holding back a client from signing on the dotted line. Be upfront, direct, and simply ask, “What is it going to take to get this done? How can I help you get this greenlit?” Putting yourself on the same side of the table as the client helps you both tackle the problem together. —Kim Kaupe,?ZinePak 5.Know Your Bottom Line Offer You should have an intimate understanding of what exactly you need to be profitable and comfortable with a deal. You need to know how much money you’ll need to make a profit and how much time and effort you have to give to a business opportunity. These answers should help you negotiate the best deal possible, and will also tell you when it’s time to walk away from something that’s not profitable. —Nicole Munoz,?Start Ranking Now 6.Ask For More Than You Need (Then Compromise) In the negotiation process, always plan for compromise. I recently learned that a great way to do this is to ask for three things you want when you only really need one of them. Make the one you actually need the least difficult of the three. That way, when the other party pushes back, you can say, “OK, I’ll compromise on two out of three of my requests, and I’ll just keep this one thing. Deal?” —Jesse Lear,?V.I.P. Waste Services, LLC 7.See the Deal From Their Side Alisha NavarroEvery opportunity has more than one party, and thinking, “What’s in it for them?” can be more important than thinking, “What’s in it for me?” See things from all perspectives, and if it doesn’t make sense, walk away. A mediocre deal with the right person or company can be worth much more than a great deal with the wrong person or company. Think of the future value of the relationship. —Alisha Navarro,2 Hounds Design 8.Listen and Adapt Vik PatelWe walk into negotiations with expectations and biases. I’ve often endured frustrating negotiations with potential partners and vendors because we spoke at cross-purposes. Listen to what the other person is saying, and be ready to change your style and content to align with theirs. This is especially important for technical topics—don’t assume you know what they know, or they know what you know. —Vik Patel,Future Hosting 9.Play Hard to Get Robby BerthumeIn business, success attracts success. When you’re negotiating, taking a position of confidence is paramount to succeeding. If you want to close the deal, you have to act like you don’t need it. Don’t be arrogant, just be patient, stay cool, and don’t easily waver. Speak strongly and without fear, and be willing to leave it all on the table. —Robby Berthume,Bull & Beard 10.Tell Them You Don’t Have Authority to Make a Final Decision Andre ChandraI would always tell my counterpart that I would need to “sleep on it” and consult with my inner circle before making big decisions. I think the worst thing you can do in the midst of a major deal is to act compulsively. If they really want to work with you, can’t they wait 24 more hours? It’s a red flag if they force you to decide on the spot. —Andre Chandra,?I Print N Mail |
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