Preemptive strategy in negotiation

Preemptive strategy in negotiation

[China Glass Network] The theoretical research of business negotiation originated from Western countries. The market economy of Western countries is relatively mature, and formed a set of market economy operation system, and business negotiation is a better deal to promote the prosperity and development of market economy. . Since the author studied business negotiations, he found that the strategic skills in business negotiation are similar to those of China's military law. The strategic techniques used can find corresponding strategies in the 30th law of the military law, whether it is words or content. A correspondence. Many of the articles on business negotiation published by the author are also the names of the strategies used in the 36th. This article discusses the pre-emptive business negotiation strategy.

The author has a friend who is engaged in the packaging and printing industry. His main job is to develop customers. When I was just engaged in this job, my friend was miserable. The cooperation intention was finalized, and the contract framework was set up, but when it comes to the latter level - the price, the two sides always hold each other and do not give each other. The customer asked my friend to lower the price, and the low price would lose the company's profit. After a few lessons, my friend finally came up with a way: preemptive. It is better to "open the skylight and speak brightly" from the beginning of the negotiations, rather than discussing the price with the customer. After the friend meets with the client, he orients the customer relationship between the two parties.

Top level: ordinary partners, characteristics: price as a link, both sides are keen on bargaining;

The second level: close partners, characteristics: the two sides work closely together to solve problems together, the price is only a factor of cooperation;

The third level: strategic partners, characteristics: the two sides to better solve the problem as a starting point, the purpose of a win-win situation, regardless of price, no bargaining.

After the customer relationship "positioning", my friend told me that many companies are embarrassed to be aggressive in terms of price, thus gaining more room for maneuver for the company in terms of price. This is a pre-emptive business negotiation case.

Preemptive people originally referred to both sides in the war. The first action is often in an active position and can suppress each other. Later, it refers to taking the initiative first, taking the initiative to take the initiative to grasp the progress of the matter and control the direction of the development of the matter, and the "post-developer" is easily restricted by the other party's strategy, and the other party "takes the nose." It can be said that the first mover is made to the person, and the latter is subject to the person.

When the author was working as a planning manager, the advertising company had to make proposals for the annual publicity plan at the beginning of each year. There are often three proposals for advertising companies. Each program has different main strategies, and media promotion and quotation are different. In fact, from the perspective of business negotiation, this is a strategy of preemptive strike. I have proposed three options. If you don't choose the A plan, you can choose the B plan, or the C plan, or optimize it on a certain plan. But no matter how we choose, it is within the advertising company's plan, and it is in the grasp of the advertising company. This is the cleverness of the advertising company. We propose the plan and control the direction ourselves. We only accept or optimize. In business negotiations, the party that is the first to propose a program is often able to take the initiative.

"Xiao Zheng, you can't do this. The payment deadline should not be closed again. It is changed to the second time before the goods are taken. In this way, your business can also be more focused on product sales. Other companies use this method. ”

"Manager Li, look at the price, we will not talk about the price, you can lower the inspection standard, you can also change the specifications, so we can also consider accepting."

"Wang, the two proposals put forward by us have a preference for tradition and a preference for technology. According to the current situation of the company, I think that the technology is more suitable for your company."

Whoever puts forward the plan that he controls, whoever can take the initiative.

In the 1980s, China needed to import an electric wheel loader. To this end, our representatives negotiated with representatives of American companies. Since China lacks any experience in the use of such equipment, there is not enough information on this aspect. It is very passive in the negotiations and encounters many unexpected difficulties.

In order to suffer losses in the negotiations, our representative decided to play a pre-emptive negotiation strategy, thus controlling the initiative of the negotiations and seeking a greater degree of negotiation interests for us. At the beginning of the second negotiation, our representative first introduced to the other side the prospective plan for the development of China's coal industry and the prospective plan for open pit mines. According to the long-term plan, China's coal industry is in great need of importing a large amount of such machinery and equipment.

After we introduced these situations, the US side showed a strong interest, and they said that the market is huge. Then, we made a suggestion. Because we don't know much about the performance and indicators of this type of loading equipment, we hope that the US company will first take out a loader and try it out in the Huolinhe mining area. The trial period is 10 months. Then decide the trade-off based on the trial situation. If the trial results are satisfactory, we will purchase the equipment and stay for use. If the trial results are not satisfactory, the US company will ship the loader back. At the same time, our representative also suggested that the consumable components during the trial period of the machine were provided free of charge by the US company, and the fuel required by the loader was provided by us.

The proposal put forward by our representative can be said to be very unfavorable for American companies, and we have not taken any risks. Simply provide the loader with some of the necessary fuel and you can try it out for at least 10 months. If the trial is unsuccessful, we will not assume any responsibility. American companies only have to ship their equipment. And once the trial has achieved satisfactory results, we will consider buying a machine from a US company. Obviously this is a fairly unfair plan. The United States needs to take certain risks, because once the machine has problems during the trial period, they are fully responsible. Throughout the negotiation process, although the proposal proposed by us did not bring any benefits to the US company for the time being, and even the conditions were quite harsh and unreasonable, the other party’s representative did not object. After reporting our sincerity, the purpose of the trial, and the market conditions of the future China to their company's president, they decided to agree with our proposal and accept our terms. The talks had an unexpected success.

How to prevent the negotiating opponents from adopting a preemptive strategy requires us to be more "first" than the other, and more able to walk before the other party.

"Mr. Liu, I think the plan proposed by your company is quite good, but it is not suitable for our company. Our company's plan has been discussed the day before yesterday, and I will give you a look and comments."

"Manager Wang, the plan proposed by your company is really good, and it has a good reference for our company. But the board of directors has already determined the direction of the plan, we have no way to change."

On the other hand, we insist on our own needs and use our vague strategy of high-level authority to put forward our own needs.

“Chen Manager, we agree with the customer relationship we propose, we also hope to be a strategic partnership with your company. However, according to the requirements of the procurement committee, we must bid on the price of raw materials to determine, we also hope that your company will participate in the time. ”

"Lin, after I have submitted this plan to the board of directors, they feel that the budget is too high. If this budget is used, the company's profit this year will be lower than the group's expectations, which is difficult to accept."

Whether it is pre-emptive or post-production, the purpose is to grasp the initiative of the negotiations.

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