双赢谈判技巧 Win-win Negotiation Skills

Course: Win-win Negotiation Skills

课程名称：双赢谈判技巧

时长/Duration: 2 days

语言/Language: CN/EN

课程简介

在竞争激烈的市场环境中，企业常常面临过度让步和利润保持之间的矛盾，很多企业往往在谈判中做出过度让步，最终导致无法保持利润。双赢谈判关注谈判的关键因素，对产品和服务的价值进行合理定位，帮助企业在保持利润的同时避免过度让步，最终实现双赢。本课程根据实际工作中的谈判场景设计，旨在通过谈判技巧解读和实际演练，帮助学员掌握双赢谈判技巧和策略，更加高效、自信地谈判。

目标学员

企业一线销售人员和销售管理人员。

课程目标

通过本课程，学员将能够：

• 掌握谈判要点

• 掌握3种不同的谈判方式及技巧

• 掌握公司和买方双赢的谈判策略

• 更加高效、自信地进行谈判

课程大纲

• 谈判要点
◦ 为什么要谈判
◦ 谈判者的两种动机
◦ 谈判者对“赢”的理解
◦ 谈判的基本观点
◦ 三种谈判模式

• 谈判前的准备
◦ BATAN：设定目标
◦ 客户角色分析
◦ 了解客户的购买策略
◦ 让步策略
◦ 准备清单

• 竞争性谈判
◦ 竞争性谈判的特点
◦ 六种谈判核心原则 
◦ 两种利已行为 
◦ 谈判手法及应对策略

• 合作性谈判
◦ 合作性谈判的特点
◦ 销售与谈判的转换
◦ 五种关键行为
◦ 三种谈判条件的使用
◦ 发掘其它谈判条件的七部曲

• 创意性谈判
◦ 创意性谈判的特点
◦ 客户的要求与需求
◦ 客户职位需求与个人需求分析
◦ 三种有交换价值的谈判条件
◦ 运用创意谈判的三个步骤

• 总结：应用与实践表（可复制、可落地、可执行的谈判行为， 在课程当中多次反复练习使用）
◦ 辅助计划表
◦ 谈判计划表
◦ 应对谈判压力的十项关键行为

Introduction

In competitive markets, corporates often face the dilemma between excessive concessions and profits maintenance. Many corporates often make excessive concessions and end up unable to maintain profits. Win-win negotiation focus on the negotiation key factors and reasonably position the value of products and services, helping corporates maintain profits without excessive concessions, and ultimately achieve a win-win situation. This course is designed based on real negotiation scenarios, aims to help participants master win-win negotiation skills and strategies, help participants negotiate more efficiently and confidently.

Target Audience

Front-line sales personnel and sales management personnel.

Objective

Through this course, participants will be able to:

• Master essentials of negotiation

• Master 3 different negotiation styles and skills

• Master win-win negotiation strategies

• Negotiate more efficiently and confidently

Course Outline

• Essentials of negotiation
◦ Negotiation reasons
◦ Two negotiator motivations
◦ Negotiator's understanding of "winning"
◦ Basic points of negotiation
◦ Three types of negotiation

• Preparation before negotiation
◦ BATAN: set goals
◦ Customer persona analysis
◦ Understand customer's buying strategies
◦ Concession strategies
◦ Prepare a checklist

• Competitive Negotiation 
◦ Features of competitive negotiation
◦ Six core principles of negotiation 
◦ Two actions beneficial to yourself
◦ Negotiation techniques and coping strategies

• Cooperative Negotiation
◦ Features of cooperative negotiation
◦ Conversion of sales to negotiation
◦ Five key behaviors
◦ Usage of three negotiation conditions
◦ Seven steps to discover other negotiation conditions

• Creative Negotiation 
◦ Features of creative negotiation
◦ Customer's requirements and needs
◦ Analysis of customer's job and personal needs
◦ Three negotiation terms with exchange value
◦ Three steps of creative negotiation

• Summary: Application and Practice Forms (replicable, implementable, executable negotiation behavior, repeated practice and use in the course)
◦ Supporting forms
◦ Negotiation forms
◦ Ten key behaviors to cope with negotiation stress