康师傅现代通路谈判技巧训练

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,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,Click to edit Master title style,*,現代通路談判技巧訓練,George Chiang,江玉行,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,2,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,3,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),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,10,Development projects,亦協商合作,發展項目,Negotiation,(%rate),除談判交易 條件%,談判層,級,級&,交,交易,條,條件,談判雙,方,方團結,一,一致合,作,作基礎,愈,愈多，,則,則愈少,談,談判壓,力,力放在,交,交易條,件,件,%,Joint,Business Plan,Ngotiation (%Rate),僅著重談判交易條件%,Collaboration,Cooperation,Competition,=,強調雙,方,方團結,一,一致,共同推,展,展商業,計,計劃,11,12,Levelsofnegotiation:Competition,13,Levelsofnegotiation:Cooperation,14,Levelsofnegotiation:Collaboration,15,Thereisnotonlyonetactic,戰術多,元,元靈活,，,，亦可,達,達陣奪,標,標,E.GFootball!,Butall those football teamhavewonatleast1Worldcup,16,Pay-for-performance,依績效,付,付費,Working vs Non-Working,有效益,支,支出,VS,無效益,支,支出,Payment Terms,付款條,件,件,TargetSetting,業績目,標,標設定,NPDListing,新品上,架,架,PromotionCalendar,促銷規,劃,劃,CommonAssortmentFee,舊品維,護,護費,PromotionConfirmation,促銷確,認,認單,Penalty,罰款,談判實,務,務導引,Pay-for-performance,依績效,付,付費,Drivecategorygrowth,整體品,類,類績效,成,成長,Customerdeliversa performance or aservice,客戶完,成,成所訂,績,績效或,服,服務,Annualsalesrebate,年度業,績,績獎勵,談判實,務,務導引,17,18,Working vs Non-Working,有效益,支,支出,VS,無效益,支,支出,Working,有效益,支,支出,Conditionalrebates,附條件,之,之獎勵,Annualsalestarget rebate,年度獎,勵,勵,TPR,促銷價,格,格折扣,Payment terms,付款折,讓,讓,Earlypayment allowance,提前付,款,款折讓,Businessbuilding,協助生,意,意發展,之,之項目,DM/TG/salesgrowth rebateDM,促銷/,TG,陳列,Efficiency terms,改善效,率,率，降,低,低成本,之,之補貼,Noreturnallowance,DCallowance,order sizeallowance,不退貨,折,折讓,統,統倉,物,物流折,讓,讓,大,大量整,車,車訂貨,折,折讓,談判實,務,務導引,19,Working vs Non-Working,有效益,支,支出,VS,無效益,支,支出,Non-Working,無效益,支,支出,Trade-Listingfee,上架費,Tradeothers-,其他贊,助,助費,Anniversary/Festival sponsorship,周年慶/,節,節慶贊,助,助費,Newstoreopen/store remodelling sponsorship,新店開,幕,幕/,舊,舊店,改,改裝贊,助,助費,Unconditional discounts/rebates,無條件,折,折扣/獎,勵,勵,Monthly flatrebate,月扣,Penalty,罰款,Invoice adjustment/pricevariance,價差補,償,償,談判實,務,務導引,20,Payment Terms,付款條,件,件,Product turnover,產品迴,轉,轉力,Orderingcycle,訂單頻,率,率,Customerfinancialstrength,客戶財,務,務實力,Supplierworking capital,供應商,資,資金流,量,量,談判實,務,務導引,21,TargetSetting,業績目,標,標設定,Organic growth/Category performance,品類成,長,長趨勢,Newstoreopen,展店計,劃,劃,NPDlisting,新品上,市,市,Promotionimpact,促銷刺,激,激,Pricing change,價格變,動,動,Advertisingeffect,廣告效,果,果,Otherprojects,其他計,劃,劃,Categorymanagement,品類管,理,理,In/Outindentassortments,非正常,品,品採購,Inventoryreduction,庫存降,低,低計劃,談判實,務,務導引,22,Penalty,罰款,Suppliercontractpenalty,供應商,合,合約罰,款,款,Promotionpenalty,促銷協,議,議罰款,Quality issue penalty,品質問,題,題罰款,談判實,務,務導引,23,Attachment,合約談,判,判附件,Item lists of commonassortment fee,共同商,品,品,(,舊品,),品項表,NPDplan(not in detail),新,品,品,計,計,劃,劃,表,表,(,無,明,明,細,細,),Annualpromotionplan,年,度,度,促,促,銷,銷,計,計,劃,劃,表,表,Others,Jointbusiness,plan/,project(JBP),談,判,判,實,實,務,務,導,導,引,引,24,PromotionConfirmation,促,銷,銷,確,確,認,認,書,書,Priorwrittenconfirmationbeforepromotionstart,lead-time45-60days,促,銷,銷,開,開,始,始,前,前,45-60,天,之,之,書,書,面,面,確,確,認,認,Period,促,銷,銷,期,期,限,限,Pricing,促,銷,銷,價,價,格,格,Promotionscheme,促,銷,銷,辦,辦,法,法,Promotionsalesforecast(quantity&revenue),促,銷,銷,預,預,估,估,量,量,/,額,Remarkallexceptions,摘,記,記,例,例,外,外,事,事,項,項,FreeofchargesofDM/TG/Newspaper/TVC,免,費,費,DM/TG/,報,紙,紙,稿,稿/,電,電,視,視,廣,廣,告,告,等,等,Crossoutpenaltyclauses,刪,除,除,罰,罰,款,款,條,條,文,文,談,判,判,實,實,務,務,導,導,引,引,25,有,關,關,談,談,判,判,重,重,要,要,概,概,念,念,常,常,記,記,腦,腦,內,內,Negotiationisacontinuousprocess,takestime,談,判,判,是,是,個,個,持,持,續,續,過,過,程,程,，,，,並,並,非,非,一,一,蹴,蹴,可,可,幾,幾,，,，,有,有,時,時,需,需,較,較,長,長,時,時,間,間,Foreseeabiscuitforthebuyerattheend,nottolooseface,別,讓,讓,談,談,判,判,對,對,方,方,毫,毫,無,無,所,所,獲,獲,，,，,顏,顏,面,面,無,無,光,光,Threats=notpersonal,partofthegame,威,脅,脅,恐,恐,嚇,嚇,只,只,是,是,談,談,判,判,中,中,的,的,一,一,部,部,份,份,，,，,但,但,非,非,針,針,對,對,個,個,人,人,Developthepersonalrelationship,makesiteasier(T2T),儘,量,量,平,平,日,日,發,發,展,展,個,個,人,人,關,關,係,係,以,以,利,利,談,談,判,判,，,，,最,最,好,好,能,能,定,定,期,期,安,安,排,排,高,高,層,層,互,互,訪,訪,會,會,面,面(,T2T),26,談,判,判,技,巧,巧,訓,練,練,總,結,結,Youshouldbehardontheissuesbutsoftonthepeople!,對,人,人,柔,柔,軟,軟,，,，,對,對,事,事,堅,堅,持,持,Beprepared:90%ofsuccessdependsonpreparation,充,分,分,準,準,備,備,Separatethepeoplefromtheproblem.,對,事,事,不,不,對,對,人,人,Focusoninterestsratherthanpositions.,著,重,重,協,協,商,商,雙,雙,方,方,