谈判技巧训练

Click to edit Master text styles,Second level,Third level,Click to edit Master title style,*,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,現代通路談判技巧訓練,George Chiang,江玉行,1,談判技巧訓練之目的,訓練目的,瞭解何謂談判,知曉如何準備及進行談判,訓練過程,採取,Q&A,開放參與,雙向溝通方式,訓練收獲,盼能透過談判技巧訓練獲致最佳交易條件,投資成本,(Costs),投資效益,(Benefits),训练,收獲,盼能透過談判技巧訓練,，,獲致最佳交易條件,2,談判是什麼？,談判概念,妥協,(Compromise),的藝術,給,(,出,)(Give),拿,(,回,)(Take),成本效益,(Costs&Benefits),5,無足夠能力迫使對方就範時,=,否則就直接銷售于對方!,相信具有優勢可談得更佳條件時,擬透過談判爭取更佳條件!,双方认知其具有不可分割的利益，而愿意在有条件合作下的讨论与协商,以谈判追求双方最大（各自或综合）利益为目的,何時需談判？,6,談判之藝術,10%,邏輯面,90%,心理面,產品表現&技術品質,談判戰術&談判行為,盼完成三項目標:,達成協議或達成解決方案,雙方互贏互利,建立積極互動關係,7,談判之利害關係,兼顧各方價值利益,客戶利潤,供應商,利潤,有競爭力銷費者價格,$,8,1 Zero-sum negotiation,(,零,-,和型）,雙方競爭(,compete),只顧自己利益,零和談判只顧自已,金錢,獲利,賣方想儘量賺多錢,買方想儘量殺低價,2 Win-win,（雙贏型）,:,雙方團結一致(,c,ollaborate,),完成彼此共同利益,雙贏談判需整合雙方目的，團結一致，共創彼此最大,價值,例如品 類管理(,Category Management),JBP,3 Mixed,（混合型）,:,雙方合作(,cooperate,),完成彼此利益,混合式談判需雙方協商合作，完成彼此利益,例如,TG,陳列,三種談判型態,9,“Win-Win”,互赢,“mixed”,混合式,“Zero sum”,零和,談判型態與層級,Collaboration,團結一致型態,Cooperation,合作協商型態,Competition,競爭毀滅型態,Development projects,亦協商合作,發展項目,Negotiation,(%rate),除談判交易 條件%,10,談判層級&交易條件,談判雙方團結一致合作基礎愈多，則愈少談判壓力放在交易條件,%,Joint,Business Plan,Ngotiation (%Rate),僅著重談判交易條件%,Collaboration,Cooperation,Competition,=,強調雙方團結一致,共同推展商業計劃,11,Levels of negotiation:Competition,12,Levels of negotiation:Cooperation,13,Levels of negotiation:Collaboration,14,There is not only one tactic,戰術多元靈活，亦可達陣奪標,E.G Football!,But all those football team have won at least 1 World cup,15,Pay-for-performance,依績效付費,Working,vs,Non-Working,有效益支出,VS,無效益支出,Payment Terms,付款條件,Target Setting,業績目標設定,NPD Listing,新品上架,Promotion Calendar,促銷規劃,Common Assortment Fee,舊品維護費,Promotion Confirmation,促銷確認單,Penalty,罰款,談判實務導引,16,Pay-for-performance,依績效付費,Drive category growth,整體品類績效成長,Customer delivers a performance or a service,客戶完成所訂績效或服務,Annual sales rebate,年度業績獎勵,談判實務導引,17,Working,vs,Non-Working,有效益支出,VS,無效益支出,Working,有效益支出,Conditional rebates,附條件之獎勵,Annual sales target rebate,年度獎勵,TPR,促銷價格折扣,Payment terms,付款折讓,Early payment allowance,提前付款折讓,Business building,協助生意發展之項目,DM/TG/sales growth rebate DM,促銷/,TG,陳列,Efficiency terms,改善效率，降低成本之補貼,No return allowance,DC allowance,order size allowance,不退貨折讓,統倉物流折讓,大量整車訂貨折讓,談判實務導引,18,Working,vs,Non-Working,有效益支出,VS,無效益支出,Non-,Working,無效益支出,Trade-Listing fee,上架費,Trade others-,其他贊助費,Anniversary/Festival sponsorship,周年慶/節慶贊助費,New store open/store remodelling sponsorship,新店開幕/舊店改裝贊助費,Unconditional discounts/rebates,無條件折扣/獎勵,Monthly flat rebate,月扣,Penalty,罰款,Invoice adjustment/price variance,價差補償,談判實務導引,19,Payment Terms,付款條件,Product turnover,產品迴轉力,Ordering cycle,訂單頻率,Customer financial strength,客戶財務實力,Supplier working capital,供應商資金流量,談判實務導引,20,Target Setting,業績目標設定,Organic growth/Category performance,品類成長趨勢,New store open,展店計劃,NPD listing,新品上市,Promotion impact,促銷刺激,Pricing change,價格變動,Advertising effect,廣告效果,Other projects,其他計劃,Category management,品類管理,In/Out indent assortments,非正常品採購,Inventory reduction,庫存降低計劃,談判實務導引,21,Penalty,罰款,Supplier contract penalty,供應商合約罰款,Promotion penalty,促銷協議罰款,Quality issue penalty,品質問題罰款,談判實務導引,22,Attachment,合約談判附件,Item lists of common assortment fee,共同商品,(,舊品,),品項表,NPD plan(not in detail),新品計劃表,(,無明細,),Annual promotion plan,年度促銷計劃表,Others,Joint business,plan/,project(JBP),談判實務導引,23,Promotion Confirmation,促銷確認書,Prior written confirmation before promotion start,lead-time 45-60 days,促銷開始前,45-60,天之書面確認,Period,促銷期限,Pricing,促銷價格,Promotion scheme,促銷辦法,Promotion sales forecast(quantity&revenue),促銷預估量,/,額,Remark all exceptions,摘記例外事項,Free of charges of DM/TG/Newspaper/TVC,免費,DM/TG/,報紙稿/電視廣告等,Cross out penalty clauses,刪除罰款條文,談判實務導引,24,有關談判重要概念常記腦內,Negotiation is a continuous process,takes time,談判是個持續過程，並非一蹴可幾，有時需較長時間,Foresee a biscuit for the buyer at the end not to loose face,別讓談判對方毫無所獲，顏面無光,Threats =not personal,part of the game,威脅恐嚇只是談判中的一部份，但非針對個人,Develop the personal relationship,makes it easier(T2T),儘量平日發展個人關係以利談判，最好能定期安排高層互訪會面(,T2T),25,談判,技巧,訓練,總結,You should be hard on the issues but soft on the people!,對人柔軟，對事堅持,Be prepared :90%of success depends on preparation,充分準備,Separate the people from the problem.,對事不對人,Focus on interests rather than positions.,著重協商雙方共同利益,而非僅強調自己立場,Understand the other sides interests.,分析瞭解對方所關心事物,Integrate all psychological aspects,整合所有心理層面狀態,Generate a variety of options before settling on an agreement.,思考各種不同方案,利弊得失,Insist that the agreement be based on objective criteria.,堅持合約建立在客觀準則基礎,No concession without counterparts,未獲對等利益，不輕易讓步,Share internally on your,nego,(boss,colleagues.),隨時與內部相關人員分享談判進度,談判重要事項,心理整合,事前準備,策略擬定,堅持原則,充分溝通,個人關係,高層互訪,團隊合作,談判,心理整合,智慧,經驗,勇氣,堅持,品牌力,產品力,通路力,組織力,Everything is negotiable!,以對話替代對抗,，,用妥協創造雙贏,談判概念,妥協,(Compromise),的藝術,給,(,出,)(Give),拿,(,回,)(Take),成本效益,(Costs&Benefits),训练学习无止尽。,谈,判,对,手,“酷”无,情,。,加油！加油！,春种一粒粟，秋收万颗子,携手合作 共创辉煌,多谢聆听,!,預祝,20,10,談判成功,Back ups,Sales,Sales,Modern trade growth,Mass Margin,Classical,We still negotiate conditions,Commercial margin rate,Mass Margin according to Carrefour definition means a concent