商务英语谈判Chapter_Four.ppt

Chapter Four Strategies and Tactics of Business Negotiation Strategies and Tactics Strategies The overall plan used to gain advantage over the opponent or achieve some end. The purpose of strategic planning is to spell out what has to be done to produce a favorable final agreement. Tactics The means by which the strategic objective is achieved. Tactics refers to the game plays that may be used to gain specific advantages during the course of the negotiation. Strategies Offensive strategy Be used to take the initiative Defensive strategy To observe and wait Neutral strategy The seller Neutral strategy The correct position for the seller is to rest its case and adopt a defensive –offensive posture until such time as the buyer is able to demonstrate the proposal is unreasonable. A neutral posture means that the seller can take action to counter-attack the buyer by moving to the offensive as the need arises. This particular posture forces the buyer into the position of having continuously to prove that the seller is wrong. Once the seller submits his proposal, the buyer is constrained to three options only. Essential questions Knowledge of the reality is essential for strategy selection. Read the questions and decide what do they entail? Defensive, offensive or neutral strategy? Tactics Offensive Tactics Defensive tactics Asking questions Probing to gain information before major attack Specific to force an admission based on the information gained Attacking Yes-or-no questions Tit for tat In Sino-US negotiation on intellectual property right, the US took a very aggressive stance as always. It threatened China GATT entry blockage and economic sanction. The Chinese chief negotiator took a tit for tat strategy. She pointed out the US refused to recognize China’s unprecedented achievement in intellectual property protection, and attempted to frustrate China’s efforts to join the organization employing the IPR issue as a lever. And the day o