【正文】 銷售談判技巧入門 Sales Negotiation Techniques A Primer ? 令談判出成果的原則 ? Profitable Negotiation Principles ? 作計劃 ? Planning ? 準備談判工具 ? Negotiation Tools ? 策略簡介 ? Introduction to Tactics ? 結(jié)束時有所收獲 ? Gaining Closure ? 成為談判高手須具備的素質(zhì) ? What Makes a Good Negotiator Profitable Negotiation Principles ? 為每一次談判做計劃 ? Plan for Every Negotiation ? 了解這樁生意的重要性和廣泛性 ? How important and extensive is this deal ? 計劃與實際談判耗時的比率 ? Ratio of planning time to table time ? 銷售談判是一個過程而非結(jié)果 ? A sales negotiation is a process, not an event! ? 弄清自己的目標 ,首要目標和次要目標各是什么 ? Know Your Objectives, Primary and Secondary ? 對談判要達成的目標心里有數(shù) ? Know Your WalkAway Point 令談判出成果原則 令談判出成果原則 2 Profitable Negotiation Principles – 2 ? 要留機動余地 ? Leave Room to Maneuver ? 起點要高，且理由充足 ? Open high and provide justification ? 重要的是解決問題而不是維護自己的立場 ? Focus on resolving issues, not on defending positions ? 尋求成交業(yè)務(wù)的方法 ? Look for ways to create the deal ? 總是讓客戶也有利可圖 ? Always leave your buyer a way to win 令談判出成果原則 3 Profitable Negotiation Principles – 3 ? 小心控制讓步行動 ? Manage Your Concessions Carefully ? 有克制的讓步才有價值 ? Concessions have no value unless withheld ? 不做沒有回報的讓步 ? Never give a concession without getting something in return ? 對己方做的讓步了然于胸 ? Keep track of concessions ? 你總是可以反悔 ? You can always take a concession back! 計劃 Planning 確定并歸類要討論的問題 —我方及對方的 Identify and Rank Order the Issues Ours Theirs ? 目標 ： Objectives: 我們希望達到什么目標？我們必須達到什么目標？ What would we like to have? What must we have? ? 把事情按重要性排序 List the things in order of importance ? 將不怎么重要，但有可能促成交易的廣告刊物或宣傳彩頁包括在內(nèi) Include lowpriority issues and ―throwaways‖ that may be used to help plete the deal ? 從對方的角度提同樣的問題。要現(xiàn)實些！ Ask the same questions from their viewpoint. Be Realistic! ? 對談判要達成的目標心里有數(shù) Know your walkaway point ? 風險： 我們會有什么損失？ Risks: What do we have to loose? ? 糟糕的方案 BadCase and WorstCase scenarios ? 交易成交對我們有何好處？不成交有何壞處？ What if we do this deal? What if we don’t? ? 他們有什么風險？ How about their risks? 計劃 Planning 預(yù)測并計劃活動 —我方及對方的 Predict and Plan for Movement Ours Theirs ? 優(yōu)勢 Leverage:： ? 我們有何實力？ ? What strengths do we have? ? 如何給對方加壓？ ? How can we put pressure on the other side? ? 如何說服他們？ ? How can we persuade them? ? 弱點 Limitations: ? 有什么會制約我們？ ? What restrictions may hold us back? ? 有什么棘手的事情？ ? What may be problematic for us? 計劃 Planning 預(yù)測并計劃活動 —我方及對方的 2 Predict and Plan for Movement Ours Theirs – 2 ? 策略 . 記住談判雙方的陣線 Strategies. Remember All Sides Ours Theirs: ? 銷售進展如何？我們何時停止銷售，開始談判？ Where are we in our sales process? At what point do we stop selling and begin negotiating? ? 我們 /他們會有什么大動作？ ? What broad approach will we/they take? ? 我們 /他們會為了什么而作出較大的讓步？ ? What are the major things we/they are willing to give up to get the main thing(s) we/they want? ? 我們 /他們?nèi)绾味ㄎ蛔约海? ? How will we/they position ourselves/themselves? ? 我們 /他們期望的時間范圍是 …… ？ ? What time frame(s) do we/they expect? ? 我們 /他們期望結(jié)果是什么？ ? How do we expect it to go? What do they expect? 計劃 Planning 預(yù)測并計劃活動 —我方及對方的 3 Predict and Plan for Movement Ours Theirs – 3 ? :戰(zhàn)術(shù)： Tactics ? 在銷售中如何推動客戶？ ? How will we facilitate their movement through the sales process? ? 我方團隊中應(yīng)由誰充當什么角色？ ? What roles must be filled by our team? ? 我們打算做什么讓步？這么做有何好處？ ? What concessions do we plan to make? In return for what? ? 對方會有什么要求？會做什么讓步？ ? What do we expect them to ask for? What are they willing to give up? ? 我們要用什么策略？ What ploys, if any, should we plan to use? ? 安排誰觀察他們，識別他們的策略、領(lǐng)會他們發(fā)出的信號、弄清他們行為的含義和他們內(nèi)部的相互作用 Who will watch them to identify their ploys, figure out their signals, and interpret their behaviors and internal interactions? 計劃 Planning 預(yù)測并計劃行動 —我方及對方的 4 Predict and Plan for Movement Ours Theirs – 4 ? 應(yīng)對策略： CounterTactics: ? 我們將如何應(yīng)對他們可能采取的策略？ ? How will we respond to their probable tactics? ? 他們又會對我們的策略有什么反應(yīng)？ ? How do we expect them to respond to ours? 計劃 Planning 選擇并檢定參與人員的資格 —我們及他們的 Identify and Qualify the Players Ours Theirs ? 確定所有人員的名字、職位和所擔負的任務(wù) ? Identify All by Name, Position, and Role ? 根據(jù)需要、方法、威信和影響力來檢定對方人員資格 ? Qualify Theirs by Need, Means, Authority, Influence ? 根據(jù)要點（預(yù)計地點、時間和方式）專家、輔助人員和年資等檢定我方人員的資格。 ? Qualify Ours by Point (Participate where, when, and how) Expert, Support, Other Seniority 最后要考慮 ： Final Considerations ? 與對方的關(guān)系是競爭性、合作性還是協(xié)作性的？ ? Is our relationship Competitive, Cooperative, or Collaborative? ? 我們希望會場的氣氛是 —積極的、中性的還是消極的？ What meeting climate do we expect Positive, Neutral, or Negative? ? 我們的反應(yīng) /行動應(yīng)是 —友好的、中立的還是咄咄逼人的