1、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,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
2、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 (collaborate), 完成彼此共同利益 雙贏談判需整合
3、雙方目的，團結一致，共創彼此最大價值, 例如品 類管理 (Category Management), JBP3 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,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%,Collaboration,Cooperatio
4、n,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Wor
5、king 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
6、 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,
7、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
8、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
9、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
10、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OthersJoint 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Pr
11、omotion 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 biscu
12、it 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 prepare
13、d : 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 agre
14、ement.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
15、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2010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 definit
16、ion means a concentration of the efforts based on profitable sales growth above the market trend.,Efforts concentrated on profitability improvement (in %) thanks to negotiation,Efforts concentrated on sales development (over the market trend),Commercial margin rate,Customers always ask where is the
17、additional sales from?,Market trend,How to reach Sales Target,Additional Sales,36,NKA客戶操作原则,37,以績效為導向之交易條件不得片面任意下架鎖單刪除罰款 / 賠償條款扣款應經事先授權同意準時匯款建立雙方高層會議溝通管道,NKA客戶操作原则,引數據 講事實除困難 尋商機細緻規劃 完美執行以對話替代對抗 用妥協創造雙贏,NKA客戶操作原则,39,NKA客戶4個挑戰,罰款賠償扣款前七後捌,合約中刪除/加註合約中刪除/加註合約中刪除/加註促銷確認單註明,挑戰,策略,法律文件（一）,法律文件（二）,法律文件（三）,法律文件（四）,法律文件（三）,法律文件（三）,
