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Q In the negotiation that Kevin describes, what was his L-l-M?
^ In the second part of the interview, Kevin gives three negotiating tips. Can you think of any tips for negotiating?
ф ( ) 9.6Listen to the second part of the interview and complete these extracts.
a) And I guess the first one is to.............................. 1 who the............................
........................ 2 is. So that's the first tip, make sure you know who
.............................................................................. з_
b) And in their enthusiasm, they...................................................................................
........................ 4, rather than................................. 5. What they haven't done is
............................ 6 the buyer's need.
c) ... once you've made the sale,........................................................ 7. I think it's very
important:................................................................................. 8, reinforce the buyer's
decision - everybody likes to feel they've made a good decision - and then
Q Look at the audio script on pages 164 and 165 and find phrases which mean:
1typical mistakes
2to state your purpose directly without delay
3a business contact over a period of time
| Negotiating techniques |
Kevin Warren
|
4causing no difficulty or trouble
Q Work in pairs. Try to sell something you have on you (watch, bracelet, etc.) or a household object, to your partner.
Ф Discuss these questions.
1Were you pleased with the outcome of the negotiation in Exercise A?
2What strategy or tactics did your partner use to achieve their objective?
| Skills Negotiating |
Q In his book The Art of Winning, Harry Mills says that most negotiations have seven stages. These are listed below, but are in the wrong order. Put the stages in order. What word do the initial letters of the stages spell?
Tie up loose ends
Confirm what has been agreed. Summarise the details on paper.
Explore each other's needs
Build rapport. State your opening position. Learn the other side's position.
Ready yourself
Prepare your objectives, concessions and strategy. Gather information about the other side.
Probe with proposals
Make suggestions and find areas of
agreement.
Close the deal
Bring the negotiation to a clear and satisfactory end.
Signal for movement
Signal that you are prepared to move from your original position. Respond to signals from the other side.
Exchange concessions
Give the other side something in return for something you need or want.
ft U 9.7 Listen to a negotiation between two buyers for a department store and a supplier of T-shirts, Eastern Fabrics, which is based in Hong Kong. Match each extract from the dialogue to one of the stages in Harry Mills' list.
| Extract 1 | a) Probe with proposals |
| Extract 2 | b) Close the deal |
| Extract 3 | c) Signal for movement |
| Extract 4 | d) Ready yourself |
| Extract 5 | e) Tie up loose ends |
| Extract 6 | f) Exchange concessions |
| Extract 7 | g) Explore each other's needs |
QStudy the Useful language box below. Then role play these negotiations. Try to get a good outcome in each situation.
Student A is a supplier. Student В is a buyer.
Supplier: You want to increase the list price of your sports bag model PX7 by 10%. You also want to change your delivery times. Buyer: You can only afford a 2% increase. You offer to buy a larger quantity of sports bags at a lower increase. You want the delivery times to stay the same. You also want to change the length of your contract with the supplier.
Student В is a company employee. Student A is the employee's boss. Employee: You think you should have a 10% salary increase. Boss: You think the company can only afford a 2% increase.
Useful language
Starting positions
We'd like to reach a deal with you today. Right, let's try to get 10% off their list prices.
Exploring positions
Can you tell me a little about...? What do you have in mind?
Making offers and concessions
If you order now, we'll give you a discount. We'd be prepared to offer you a better price if you increased your order. If necessary...
Checking understanding
What do you mean?
Have I got this right?
If I understand you correctly...
You mean, if we ordered ... would ...?
Are you saying...
Refusing an offer
I'm not sure about that.
That's more than we usually offer...
That would be difficult for us.
Accepting an offer
Sounds a good idea to me. As long as we ... Good, we agree on price, quantity, discounts ...
Playing for time
I'd like to think about it.
I'll have to consult my colleagues about that.
Closing the deal
I think we've covered everything. Great! We've got a deal.
Following up the deal
Let me know if there are any problems. If there are any other points, I'll e-mail you.
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| Ashbury Guitars |
| Background The Kim Guitar Company (KGC) in Seoul, South Korea, makes electric guitars for Japanese manufacturers and distributors in Europe and the US. A major US distributor, Ashbury Guitars, has contacted KGC about marketing a range of guitars under its own brand name for the Californian market. Ashbury Guitars is a well-established company with an up-market image. It has had no previous dealings with KGC. Ashbury's owner, Richard Grant, plans to put three models on the market: the Ashbury SG1000 (the most expensive model), the SG500 and the SG200. The body of the guitars will have an experimental shape as well as advanced technical features. It is now early January. KGC has agreed to manufacture the guitars for Ashbury, even though it is a very busy time of the year for them. The two companies have had some initial correspondence by e-mail and now a face-to- face meeting is required. Several points of the contract need to be negotiated. KGC's owner, David Kim, has flown to San Francisco to meet Richard Grant. At the meeting, the Marketing Director of each company will be present. The purpose of the meeting is to make a deal acceptable to both sides, and which could be the basis for a long-term relationship. |
| You are negotiating as either: • The KGC team: David Kim and Marketing Director, turn to page 148. • The Ashbury team: Richard Grant and Marketing Director, turn to page 143. Read your information files. Identify your priorities and work out your strategy and tactics. Then negotiate so that you get the best deal for your company. V_____________________________________ Writing As the owner of either Ashbury Guitars or KGC, write an e-mail summarising the points agreed during the negotiation. Indicate any terms of the contract requiring discussion or clarification. ^^ Writing file page 133 |
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