翻譯在談判中需要注意的問題(全).doc

談判秘訣(1) 充分準(zhǔn)備 Be Prepared充分準(zhǔn)備是談判成功最為重要的因素。談判中，信息就是力量。掌握的相關(guān)信息越多，處境就越有利。談判準(zhǔn)備工作越充分越好，在進入任何談判之前都要給自己留有足夠的時間做好準(zhǔn)備。Preparation is the single most important element in successful negotiations. In negotiations, information is power. The more relevant information you have, the better your position is. Preparation for your negotiations can not be overdone. Allow yourself adequate time to prepare prior entering any negotiation.(2) 了解對手的要求 Understand the Needs of Your Adversary此語境中的“對手”是指談判的另一方。自己和對方的關(guān)系通常不可以被描述為對抗性的，但是為了這里的討論的目的，談判將被看作是一種對抗關(guān)系。站在對方的位置想一想，對方想從談判中得到什么？把你能夠想出來的對方談判目標(biāo)盡量多地寫下來，按照你認(rèn)為對手可能使用的排序方法，把所列的項目區(qū)分優(yōu)先順序，以此確定自己愿意協(xié)商的項目和不可協(xié)商的項目。Your “adversary” in this context is the other party in the negotiation. Your relationship with this party may not normally be described as adversarial, but for the purposes of this discussion we will view the negotiation as an adversarial relationship. Put yourself in your adversarys shoes. What would they like to gain from the negotiation? Write down as many possible goals as you can think of. Prioritize your list in the order that you believe your adversary would. Identify the items you are willing to negotiate and those items which are non-negotiable.(3) 明白己方的需求 Know What your needs are.你需要從談判中得到什么，更多的錢？更多的靈活性？剛好的機遇？進入更廣闊的市場？把自己想從談判中得到的結(jié)果逐項列單，在談判之前把自己所列的項目進行精選和區(qū)分優(yōu)先順序。這張清單和上面已列好的那張清單可使自己知道自己真正的“底線”。What do you need out of the negotiations? More money? More flexibility? Better opportunities? Access to broader markets? Make a list of those things you would like to receive as a result of the negotiations. Refine and prioritize your lost before starting the negotiation. This list and the one created above will allow you to know what your true “bottom line” is.(4) 談判著眼長遠(yuǎn)關(guān)系 Negotiations Involve on Going Relationships.除了大宗的買賣，大多數(shù)談判涉及到有長遠(yuǎn)關(guān)系的談判各方。不論這種關(guān)系是家庭關(guān)系，朋友關(guān)系還是生意合伙人關(guān)系，在談判情景之外，還必須繼續(xù)和“對手”打交道，請時刻注意：談判對這些關(guān)系生產(chǎn)的潛在影響。With the exception of large purchases, most negotiations involve parties involved in a long term relationship. Whether the relationship is family, friends or business associates, it will be necessary to continue to deal with your “adversary” outside the context of the negotiation. Always be sensitive to the potential impact of your negotiations on these relationships.(5) 談判不能千篇一律 Every Negotiation is Different和自己喜歡的對方談判不同于買汽車，買汽車又不同于和一位新的老板談判。關(guān)鍵的區(qū)別在于自己希望談判結(jié)束后和對方保持什么樣的關(guān)系。和自己喜歡的對方進行談判，為了和睦相處，自己愿意多讓步。而買汽車時，關(guān)系融洽并不比支付合理的價格重要。在列出清單和區(qū)分優(yōu)先順序時要牢記這些無形的規(guī)則。Negotiating with a loved one is different than buying an automobile. Buying an automobile is different from negotiating with a new employer. The key difference is the relationship you wish to have with your adversary once the negotiations are complete. When negotiating with a loved one, you may be willing to make more concessions in the interest of harmony. When buying an automobile, harmony may be less important than paying a fair price. Keep these intangibles in mind when creating and prioritizing your lists.(6) 講究誠實 Never Lie很少有談判僅僅涉及到單一的合同事件，除了大宗購貨的可能例外，多數(shù)介入某次談判的各方在談判結(jié)束后都會繼續(xù)保持聯(lián)系。如果對方發(fā)現(xiàn)你不講究誠實，而且認(rèn)為你肯定還會不講究誠實，那么你未來的可信度就不復(fù)存在。在需要撒謊又可能被人覺察的環(huán)節(jié)上，預(yù)先做好處理是可以辦到的。仔細(xì)檢查自己的弱點所在，著手加強薄弱環(huán)節(jié)。在仍需要防御的薄弱之處，必須做好薄弱環(huán)節(jié)暴露時的應(yīng)對準(zhǔn)備。Very few negotiations are a single contract event. With the possible exception of making large purchases, most parties involved in a negotiation have continued contact after the negotiations are completed. When you are caught in a lie, and it is inevitable that you will be, your future credibility will be lost. It is possible to prepare to handle those areas where the need to lie may be felt. Examine the areas where your case is weak. Work to strengthen your case. In those areas that remain vulnerable, prepare how you wish to handle them should they arise.(7) 講究公平 Be Fair談判并非“我贏你輸”的計劃。韋伯斯特辭典將談判定義為“通過雙方努力協(xié)商達(dá)成”談判高手們在每一次談判中都能創(chuàng)造“雙贏”的局面。Negotiation is not an “I win, you lose” proposition. Websters dictionary defines negotiation as “to bring abunt by mutual agreement.” The best negotiators create “win-win” situations in every negotiation.(8) 不需要攤牌 Dont Tip Your Hand在大部分談判中，讓人捉摸不定是你的重要優(yōu)勢。假如對手了解到你最想得到什么，你在談判中的地位就沒什么強勢了，所以要守口如瓶。Uncertainty is your key advantage in most negotiations. If your adversary knows what you desire most, your negotiating position is not as strong. Play it close to the vest.(9) 隨機應(yīng)變 Be Flexible要知道談判常常需要妥協(xié)。對于在談判中提出的問題，要尋找創(chuàng)造性的解決方案，采取折中的辦法去贏取最想得到的那些組合條件。Understand that negotiation frequently involves compromise. Look for creative solutions to the problems presented in the negotiation. Make tradeoffs（折中）in order to gain those elements you most desire.(10) 贏不是唯一目的 Winning Isnt Everything 人們很容易受到談判競爭精神的困擾。請記住，談判的重點是對今后的發(fā)展方向達(dá)成共識。盡管有可能強迫你的對手同意你提出的條件，這并不能達(dá)成有利于真正成功的“共識”。It is easy to get caught up in the competitive spirit of a negotiation. Remember that the point of negotiation is to reach a common agreement on how to move forward. While it may be possible to bludgeon（強迫）your adversary into agreeing to your terms, this does not create the “mutual agreement” that makes for a truly successful negotiation.(11) 見好就收 Quit While You Are Ahead 需要弄清自己能夠在多大程度上操縱談判的人實在太多了，他們只想到，再多獲得一次讓步，這種態(tài)度可以使交易失敗。最佳談判都有時間短，要點明確的特色，在你的重大問題上達(dá)成一致就要暫停，在隨后的各次商談中再提出附加項目。Too many people have to see just how far they can push a negotiation. They have to try to get just one more concession. This attitude can be a deal breaker. The best negotiations are brief and to the point. Get agreement on your major points and stop. Additional items can be addressed in subsequent negotiations.(12) 學(xué)會詫異 Learn to Be Surprised這個策略的目的就是使對方為自己開出的報價感到不安。比如說，當(dāng)供貨商為一項服務(wù)報價時，你感到詫異就意味著你表現(xiàn)出驚訝的反應(yīng)?！澳阋嗌?？”你務(wù)必顯出震驚的樣子，此次表明供貨商怎么會如此大膽索要如此高額價款。除非供貨商是一個談判高手，否則他做出的反應(yīng)不外乎以下兩種：即要么感覺很難為情且盡力說明要價的合理性，要么就立刻做出讓步。The objective of this tactic is to make the other person feel uncomfortable about the price offer he or she just presented he or she just offered. For example, a supplier quotes a price for a specific service. Being surprised means you respond by exclaiming, “You want how much?” You must appear shocked and surprised that the supplier could be bold enough to request such a high figure. Unless the supplier is a well-seasoned negotiator, he will respond in one of the two ways: He will become very comfortable and try to rationalize his price, or he will offer an immediate concession.(13) 多詢問客戶 Ask Your Customers More Questions像了解自己一樣，要盡可能多地了解對方的情況，這對于銷售人員來說尤其重要。多詢問客戶的購物行為，了解他們都有哪些重要的需求和想法，養(yǎng)成問下面這類問題的習(xí)慣：“是什么原因使你買這種產(chǎn)品的？”“你的工作有什么時間限制？”“這種產(chǎn)品對你來說最重要的是什么？”You need to learn as much about the other persons situation as you know about your own. This is particularly important for salespeople. Ask your customers more questions about their purchasing behavior. Learn what is important to them, their needs and wants. Develop the habit of asking questions such as, “What made you consider a purchase of this nature?” “What time frames are you working with?” “What is most important to you about this?”(14) 保留退出談判的權(quán)利 MaintainWalk AwayPower與其做出太大的讓步或者給過多的折扣，倒不如退出談判。在與顧客打交道時這種特別的策略對他們影響最大。在銷售淡季，銷售工作的確很難做，但要記住一點，那就是總有人要買東西。It is better to walk away from a sale than to make too large a concession or give too deep a discount. This particular strategy gives salespeople the most leverage when dealing with customers. It might be challenging to do when you are in the midst of a slow sales period, but remember there will always be someone to sell to.(15) 不失時機練談判 Negotiate at Every Opportunity絕大多數(shù)人談判時猶豫不決，因為他們?nèi)狈π判摹？赏ㄟ^頻繁的談判來培養(yǎng)自己的自信心，如要求供貨商打折扣。當(dāng)你從零售店買東西時，養(yǎng)成要求降價的習(xí)慣。Most people hesitate to negotiate because they lack the confidence. Develop this confidence by negotiating more frequently. Ask for discounts from your suppliers. As a consumer, develop the habit of asking for a price break when you buy from a retail store.練習(xí)時要放松，而且要持之以恒，但不要太苛求自己。不失時機地為談判調(diào)整自己的心態(tài)，有助于你變得沉穩(wěn)和自信，遇到商務(wù)談判你就會成功。Be pleasant and persistent, but not demanding. Conditioning yourself to negotiate at every opportunity will help you become more comfortable, confident and successful when the time comes to negotiate for your business.(16) 評價你自己的談判表現(xiàn) Evaluate Your Own Negotiating Performance要習(xí)慣于在每次達(dá)成交易后，評價自己在談判中的表現(xiàn)，弄清哪些方面進展順利，哪些方面有待改進。Make it a habit to critique your performance after every business deal, identifying areas that went well and those that could stand improvement.(17) 事先演練談判 Role-play Negotiation 每次談判前要先演練，尤其要進行角色換位演練，力圖明確對方會怎樣應(yīng)對談判。Role-play before every negotiation. Especially include reverse role-play, where you try to determine how the other side will approach the negotiation.(18) 理解雙贏意義 Understanding the Meaning of “Win-win”真正理解雙贏的意義。雙贏并非雙方獲得的利益恰好相等。一方可能比另一方獲得的利益多些，但只要雙方通過談判都能獲取更多的利益，你就是最終達(dá)成了雙贏的交易。We should understand the real meaning of “win-win”. “Win-win” does not mean equal win. One party may gain more than the other, but as long as you both gain more by negotiating, you come away with a win-win deal.(19) 把握情景動態(tài) Understand the Situational Dynamics要使談判取得成功，必須把握當(dāng)時的情景動態(tài)，弄清自己和對手在談判中的作用，了解各自作用的“強勢定位”。如父母與孩子關(guān)系的談判動態(tài)與老板和雇員關(guān)系的談判動態(tài)就有極大的區(qū)別。務(wù)必使你的愿望適合當(dāng)時的情景，切實可行。In order to negotiate successfully, you must understand the dynamics of the situation. Identify your role and the role of your adversity. Know the “power positions” of each role. The dynamics of negotiating in a parent/child relationship are significantly different from the dynamics of an employer/employee negotiation. Be certain your desires are appropriate and achievable in terms of the situation.(20) 要知道人的欲望常常高于期望 Recognize That People Often Ask for More than They Expect to Get這就是你要抵制自己主動降價或打折的誘惑。This means you need to resist the temptation to reduce your price or offer a discount automatically.(21) 避免細(xì)節(jié)過失 Minimizing the Minor Gaffes成功商業(yè)交易的一個關(guān)鍵因素就是盡量減少細(xì)節(jié)過失，雖然這些細(xì)節(jié)過失并不一定會使談判半途而廢，但卻會導(dǎo)致不理想的談判結(jié)果。這些過失包括，急于求成，沒有確定退出談判的立足點，想當(dāng)然地認(rèn)為對方在這次交易中和你的看法一致，注重短期利益，使用讓步策略不當(dāng)，不懂得何時終止談判等。One key to successful business deals is to minimize the minor gaffes that dont necessarily prevent an agreement but lead to less than ideal outcomes. These include: going too fast, failure to establish your walk-away position, assuming the other side looks at the ideal the same way you do, taking a short-term view, improper use of concessions, not knowing when to stop.(22) 精心評估 Careful Assessment談判中往往會碰到一些只顧按照自己的規(guī)則行事的談判者，我們稱他們?yōu)椤翱瘫〉恼勁袑κ帧?。他們常常具有僵化的思維模式，不愿妥協(xié)。更甚之，他們總是尋求“非贏即輸”的談判結(jié)果，因此與這類人談判時，需要精心評估事態(tài)發(fā)展?fàn)顩r。對有關(guān)交易需要有更加沉穩(wěn)的和更加深思熟慮的態(tài)度。From time to time you will run across negotiations who like to play by their own rules. These people, we refer to as “hardball negotiators”, tend to have rigid thinking patterns, are unwilling to compromise. Worse, they tend to pursue win-or-lose customers. Negotiating with these people requires a careful assessment of the situation and a slower, more deliberate approach to the deal.(23) 回避刻薄的談判對手 Step Aside from Hardballers在與“刻薄的對手”進行談判時，應(yīng)盡量避免正面交鋒，因為那樣你必定處于劣勢。相反，要盡量通過承認(rèn)他們關(guān)心的事項及重視建立溝通和信任關(guān)系來緩和他們正在尋找的沖突。Never go head-to-head with a hardball negotiator because you will always lose. Instead, strive to defuse the conflict theyre looking for by acknowledging their concerns and focusing on building communication and trust.(24) 發(fā)現(xiàn)談判對手的興趣點 Find Out the Interest of the Other Side要給刻薄的談判對手提供足夠的表現(xiàn)時間，讓其大談他們看重的事項，談他們尋求的目標(biāo)，談公司必須掌握的任何熱點項目。讓他們不停地談他們的興趣，向他們多問一些可以自由回答的問題。Give the hardballer plenty of airtime to talk about what they value, what are looking for, and any “hot” items the company has to have. To keep them talking about their interests, ask plenty of open-ended questions.(25) 為談判對手留足面子 Make the Hardballer Look Good要找一個辦法使刻薄的談判對手在其老板面前有足夠的面子，以使他們能在公司內(nèi)部替你打圓場。為了達(dá)成交易，他們必須對談判結(jié)果感到非常滿意，如果與你的競爭對手談判，他們對談判結(jié)果肯定不會感到如此滿意。Find a way to make the hardballer look good to their boss so they will champion your position within their company. In order to close a deal, they have to feel like they got a better outcome than they would have received from your competitors.(26) 知道何時退出談判 Know When to Walk Away如果所有談判步驟都不奏效，你必須退出談判。然而在當(dāng)今的環(huán)境下，你放棄的生意比你接手的生意而言會更有力的影響你的底線。知道退出談判的最佳時機可以使你留有充分的余地，這才是談判高手的風(fēng)度。If all your steps dont work, you may have to walk away from the deal. However, in todays environment the business that you dont take will affect your bottom line more than any business that you do take. Knowing when to walk away so that you can maintain margins is the sign of a good negotiator. (27) 享受談判過程 Enjoy the Negotiation Process談判是持續(xù)的過程而不是孤立的事件，談判步驟是可以預(yù)測的，談判準(zhǔn)備，營造氣氛，確定興趣，選擇結(jié)果，任何談判都得經(jīng)過這些步驟。多加實踐，你就會嫻熟地展開談判過程中每個步驟。隨著你的談判技能不斷提高，你會發(fā)現(xiàn)談判時是一種樂趣。Negotiation is a process, not an event. There are predictable steps, preparation, creating the climate, identifying interests and selecting outcomes that you will go through in any negotiation. With practice, you will gain skill at facilitating each step of the process. As your skill increases, youll discover that negotiating can be fun.(28) 進行讓步價值研究 Do Research into Concession Value按照項目的不同價值，列出“價值項目”單，以備對方要求讓步時選用，還應(yīng)把想要對方給予回報的項目列個單子。應(yīng)清楚自己的底線，如果讓步對你的生意沒有意義就千萬不能讓步。Make a list of “items of value” and use them when the other side asks for concessions. Also make a list of things you want in return. Know your bottom line. Never give something away if doesnt make sense for your business.(29) 利用時間增加不確定性 Use Time to Add Uncertainty談判高手有訣竅在恰當(dāng)?shù)臅r刻做出恰當(dāng)?shù)淖尣健ψ尣秸埱笄f不要給予即時反應(yīng)，反之，應(yīng)利用時間增加不確定性，從而使你最終做出的讓步顯得更有價值。Great dealmakers have a knack for making the right concession at just the right time. Never respond immediately to a request for a concession. Instead, use time to add uncertainty, thereby adding value to the concession when you make it.(30) 讓步必須達(dá)到平衡 Balance Must Be Achieved我們注意到每次談判都是一次交易活動，談判雙方都想從對方那里受益，讓步往往對達(dá)成協(xié)議至關(guān)重要，但是成功的談判者懂得如何達(dá)到平衡。你做出的每一個讓步都應(yīng)與對方做出的類似讓步相當(dāng)，不要做任何沒有回報的讓步，如果你的讓步不要求任何回報，你就強化了對方要求你讓步的行為。As we noted, every negotiation is a trade. You want to gain something , others want something from you. Concession often become critical to closing a deal. But successful negotiators understand that a balance must be achieved. Every concession you make must be matched by a similar concession from the other side. Never make a concession without asking for one in return. If you give without getting anything back, you reinforce the behaviour of asking for the concession.(31) 不能大幅度讓步 Not Make Huge Concessions不應(yīng)做出大幅度讓步，尤其是首輪談判中。談判開始就做出大幅度讓步會削弱你的可信度，而且發(fā)出的信息意味著你仍有很大的讓步空間。Dont make huge concessions, especially on the first go-round, making a large initial concession undermines your credibility and sends the message that you still have plenty of room to come down.(32) 逐漸減少讓步幅度 Decreasing the Amount of Concessions Gradually讓步應(yīng)采取“漸減增量”的原則，這樣對你開始談判時的立場可以建立可信度，并且發(fā)出的信息表明你已經(jīng)剩下極小的讓步空間。Make concessions in decreasing increments. This establishes more credibility for your opening position and signals that you have little room left in which to move.(33) 當(dāng)心微小的讓步 Beware of “insignificant” Concessions 談判高手通過堅持不懈地要求微小讓步會使你一敗涂地，無論何時，哪怕答應(yīng)一個很小的讓步，也應(yīng)等到弄清詳細(xì)情況之后。Great negotiators can take you to the cleaners （讓你輸光）by constantly asking for small concessions. Always wait until you have the whole story before agreeing to a small concession.(34) 使用擋箭牌手段 Use Straw Man Approach擋箭牌手段指那些談判策劃期間你以為對你最不重要的問題。有時，你先聲奪人的提出這些無關(guān)緊要的問題是可以受益的，因為你知道在隨后的談判中你可以根據(jù)對方的反應(yīng)做出讓步。這樣做有利可圖，因為你主動早期讓步可以在對方心目中建立信任感。在談判過程中早些建立信任感有助于你在談判進入更為重要的事項時心想事成。The straw man approach refers to those issues you considered during planning that are least important to you. At times, you may benefit from strongly voicing these issues first, knowing that you would be able to concede on it later based on the other partys reaction. And thats good, because your willingness to concede early builds credibility among the other party. Establishing credibility earlier in the process strengthens your ability to get what you want when discussions move into your more important issues.(35) 千萬別濫用讓步 Never Try to Abuse a Concession要充分準(zhǔn)備，每個讓步都要有理有據(jù)。只有當(dāng)你證實獲得新信息，確能使你改變立場時才做出讓步，千萬別濫用讓步。如果你試圖利用讓步找可乘之機，就失去了信任。Be prepared to justify every concession. Never make a concession unless you can demonstrate how the aquisition of new information has allowed you to change your position. Never try to abuse a concession. When you try to take advantage of a concession, you lose credibility. (36) 使談判控制因素對自己有利 在談判中能控制語氣，速度和形式的一方占上風(fēng)。使談判控制因素對己有利的五個原則如下：1) 先說話的一方?jīng)Q定談判語氣。2) 多提問的一方?jīng)Q定談判的內(nèi)容和方向。3) 千萬別和對方爭論4) 人們都是按自己的想法而不是你的想法來行事。5) 談判中最善于傾聽的一方對談判的結(jié)果有最大的影響力。The person who controls the tone, tempo and format of the negotiations has a decided advantage. Five principles for tipping the control factor in your favor are as follows.1) The person who speaks first sets the tone for the negotiation.2) The person who asks the most questions determines the content and direction of a negotiation.3) Never argue with the other side.4) People do things for their reasons, not yours.5) The party that listens the most will have the greatest effect on the outcome of the negotiations.(37) 達(dá)成的協(xié)議要對雙方有利 Reaching an Agreement That Works for Both Sides 達(dá)成的協(xié)議要對雙方有利就是確保讓對方感到他們已經(jīng)在這次交易中獲得了他們想要的東西。為了更順利地實現(xiàn)這個談判結(jié)果，特建議如下：1) 確定共同的問題。2) 對條款要據(jù)理力爭，對人要寬容。3) 講明這筆交易給對方帶來的益處。4) 讓對方輕而易舉的有利可圖。Reaching an agreement that works for both sides comes down to making sure the other person feels like they got what they needed from the deal. To increase the possibility of reaching this outcome, I recommend the following:1) Identify common issues.2) Go hard on the terms and easy on the people.3) Translate the value of the deal to the other side.4) Make it easy for the other side to win.(38) 表示理解 Express Understanding闡述別人的重要陳述以確保你理解了要點，讓對方知道你在積極地聽取意見。但是，當(dāng)心別說太多，也別教對方應(yīng)該怎樣講話。Paraphrase the other persons important statements to ensure you understand the point and to let the other side know you are actively listening. Be careful, however, not to talk too much and put words in their mouth.(39) 對非難不要還擊 Dont React to Attacks反擊會導(dǎo)致互相攻擊的惡性循環(huán)，會破壞你們的關(guān)系，對你的利益也沒有什么幫助。要能夠客觀地為雙方著想，以第三方的態(tài)度來評價沖突。Striking back leads to a vicious cycle（惡性循環(huán)）of attack and counter-attack. It damages your relationships and does not advance your interests. Evaluate the confli