商务谈判开局阶段.
项目二：国际商务谈判流程—开局阶段
2）一致式开局（和谐式）
就是指用和谐、友好的语言进行陈述或一些 实际行动，来使对手对已方产生好感，消除双方 的防备心理，使谈判能在良好的氛围中进行。 该策略比较适合于谈判双方实力相当，过去
没有合作过，都希望有一个良好开端的情况。
案例：
1972年9月25日，日本首相田中角荣为恢复中 日邦交正常化抵达北京，他怀着等待中日间最高首 脑会谈的紧张心情，在迎宾馆休息。外宾馆内气温 舒适，田中角荣的心情也十分好，与陪同人员谈笑 风生。他的秘书早饭茂三仔细看了一下房间的温 度，是“17.8度C”。这是田中角荣最喜欢的最习 惯的温度，这使得他心情舒畅，也为谈判的顺利进 行创造了条件。
问题，一般采用横向铺开的方法。
4）开场陈述应言简意赅。
开场陈述的方式
1）由一方提出书面方案发表看法 2）会面时双方口述
提出倡议
提出倡议是对开场陈述取得一致性以后的 延伸。提出倡议时应采取直抒已见的方式，同 时要做到简明扼要，可行性强。
模拟谈判的开局流程
径直步入会场，以友好的态度出现在对方面前
这位中方的谈判代表为什么要提自己太太生孩 子的事呢？ 原来，这位谈判代表在与日本企业的以往接触 中发现，日本人很愿意板起面孔谈判，造成一种冰 冷的谈判气氛，给对方造成一种心理压力，从而控 制整个谈判，乘机抬高价格或提高条件。于是，他、 便想出了用自己的喜事来打破日本人的冰冷面孔， 营造一种有利于已方的良好气氛。
2）双方企业过去有过业务往来，但关系一般。那么， 开局的目标仍然是要争取营造友好、随和的气氛。
3）双方企业过去有过业务往来，但本企业对对方企业
的印象不佳。开局阶段的气氛应该是严肃、凝重的。 4）双方企业过去没有业务往来，本次为第一次接触。
商务谈判之开局阶段课件
4
遵守基本礼仪
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保证良好沟通1.以非业务性的轻松话题切入，尽快消除双方心理上的陌生 感2.选择对方最感兴趣的话题。3.切忌在话题的观点上与对方争论。
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树立自身良好个人形象. 1.衣着:与谈判的性质一致：与身份一致：与环境一致；忌穿全新衣服；创立自己的个性
2.行为举止 3.语言
标志；
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对对手陈述反应
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• 注：最低可接纳水准，是指最差的但却可 以勉强接纳谈判终级结果• 设立最低可接纳水准的好处是：• ★借此避免拒绝有利条件；• ★借此避免接纳不利条件；• ★借此抗拒一时的鲁莽冲动；• ★当事人可借此限制谈判者的权力；• ★在团体谈判时，可避免多个谈判者各行 其是。
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• 2．报价要“凶”• 这里的“凶”是指在有理由证明的情况下。即只要你 找到理由加以论证，你就该报出最“凶”的价格，报价应达到你难以找到理由予以辩护的地步！这 是谈判的又一基本法则。• 报价要“凶”的理由：• ★报价是为最终结果设定了一个无法逾越的上限。 一般来说，不能提出更高的要价了，除非你有非 常强烈的理由，报价之后，再次反向调整报价易 招致对方的不信任。• ★报价高低会影响对手对我方潜力的评价。• ★报价越高为自己所预留的余地就越多。• ★期望水平越高，成就水平也随之越高，即你的
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报价的顺序– 先喊的利弊 利: 先声夺人;先树目标;自信的表现. 弊: 对方有调整报价的机会; 对方挑剔报价,逼迫泄露底价.
13பைடு நூலகம்
Ø自身势力强或在谈判中处于主动地位时,先报 价,反之可考虑后报;Ø一般情况发起人先报价;Ø如对方是谈判高手,则让对方先报价;Ø一般商务性谈判为卖方先报价,买方后报价.
u简明扼要u不要被对手的表情迷惑u以商讨性的语言
实训六商务谈判的开局
实训六：商务谈判的开局
【实训提示】 (三）看双方的谈判实力 就双方的谈判实力而言，不外乎以下三种情况： (1）双方谈判实力相当 为了防止一开始就强化对方的戒备心理和激起 对方的敌对情绪，以致使这种气氛延伸到实质性阶段而使双方为了一争高 低，造成两败俱伤的结局，在开局阶段，仍然要力求创造一个友好、轻松、 和谐的气氛。本方谈判人员在语言和姿态上要做到轻松而不失严谨、礼貌 而不失自信、热情而不失沉稳。 （2）本方谈判实力明显强于对方 为了使对方能够清醒地意识到这一 点，并且在谈判中不抱过高的期望值，从而产生威慑作用，同时，又不致 于将对方吓跑，在开局阶段，在语言和姿态上，既要表现得礼貌友好，又 要充分显示出本方的自信和气势。 （3）本方谈判实力弱于对方 为了不使对方在气氛上占上风，从而影响 后面的实质性谈判，开局阶段，在语言和姿态上，一方面要表示出友好， 积极合作；另一方面也要充满自信，举止沉稳、谈吐大方，使对方不至于 轻视我们。
实训六：商务谈判的开局
实训要点：1、所谓开局阶段，一般是指双方彼此熟悉和就会谈的目标、计 划、进度和参加人员等问题进行讨论，并尽量取得一致意见， 以及在此基础上就本次谈判的内容双方分别发表陈述的阶段。
它是在双方已作好了充分准备的基础上进行的。通过本阶段的 商谈，可为以后具体议题的商谈奠定基础。 2、从程序安排上讲，本阶段的主要工作包括：建立良好的气氛、 开好预备会议、陈述谈判内容、总结本阶段的工作。 实训重点：确定合理的开局目标。 实训难点：选择正确的开局策略。 实训内容：第一节 营造良好的谈判气氛 第二节 开局策略
实训六：商务谈判的开局
知 识 点： （3）保留式开局策略 保留式开局策略是指在谈判开局时，对谈判对手提出的关 键性题不作彻底、确切的回答，而是有所保留，从而给对 手造成神秘感，以吸引对手步入谈判。 （4）坦诚式开局策略 坦诚式开局策略是指以开诚布公的方式向谈判对手陈述自 己的观点或意愿，尽快打开谈判局面。坦诚式开局策略比 较适合双方过去有过商务往来，而且关系很好。坦诚式开 局策略有时也可用于实力不如对方的谈判者。 （5）慎重式开局策略 慎重式开局策略是指以严谨、凝重的语言进行陈述，表达 出对谈判的高度重视和鲜明的态度，目的在于使对方放弃 某些不适当的意图，以达到把握谈判的目的。慎重式开局 策略适用于谈判双方过去有过商务往来，但对方曾有过不 太令人满意的表现，己方要通过严谨、慎重的态度，引起 对方对某些问题重视。
商务谈判_2of5 谈判开局与准备
第四章商务谈判的准备与开局商务谈判的整个过程可以细分以下8个阶段：准备阶段（preparing phase），确立谈判程序的阶段(arguing phase)，探测信号的阶段(signaling phase)，报价阶段(proposing phase)，调整阶段(repackaging phase)，讨价还价阶段(bargaining phase)，收场拍板阶段(closing phase)，签约阶段(agreeing phase)。
这8个阶段可以组合成3个重要环节：准备与开局，报价与议价，收场与签约。
第一节商务谈判的准备阶段商务谈判的准备阶段是指谈判双方还没有正式碰面之前各自为这场谈判进行相应准备工作的那段时间。
谈判的准备工作主要包括思想、物质、方案、材料以及谈判成功以后如何落实谈判结果和谈判失败后如何善后这几方面。
准备得越充分，谈判成功的可能性就越大。
一、思想准备首先，谈判人员应该具有双向思维的能力。
所谓的双重或者双向思维的能力是指谈判人员在既能向对手提问同时又能及时恰当地回应对手的提问。
简而言之，就是善于提问又善于回答。
这是对谈判人员的最基本的语言要求。
谈判，顾名思义就是口舌之争，如果一个谈判人员连这点基本的语言能力都不具备，很容易就被对手问得无言以对，那他绝对不可能在谈判中赢得应有的利益。
因此，在对谈判人员的培训过程中，应该特别注意这方面能力的培养和磨练。
二、物质准备谈判的物质条件准备主要指谈判人员的吃、住、行，谈判场所以及谈判所需要设备的准备。
物质条件的精心准备能够为顺便进行谈判打下良好的基础。
在这几项工作中最重要的是谈判场所的设置。
（一）谈判地点谈判地点的选择能够体现谈判双方的心态，在一定程度上能够反映出双方对于谈判项目的相互需求强度的差异。
一般而言，主动提出到对方所在地进行谈判的一方对于谈判项目的需求较为强烈，换句话说，谈判所在地一方在相互需求方面占有一定的优势。
具体来看，在我国情况比较特殊。
第五章商务谈判开局阶段及其策略
一、创造良好的谈判气氛
（一）谈判气氛对谈判的影响 （1）影响谈判的主动权 （2）影响谈判者的期望 （3）影响谈判的方式
案例一：1954年在日内瓦谈判越南问题时，曾经发生过美国 前国务卿杜勒斯不准美国代表团成员与周总理率领的中国代 表团成员握手的事情，中美断交近20年。
1972年，尼克松在第一次访问中国下飞机时，要警卫人员把 守机舱门，不让其他人下来，以便突出他一下飞机就主动地 伸出手来和周总理握手的场面。握手的动作持续的时间不过 几秒钟，却给这次谈判创造了一个良好的开端。
一、谈判开局的含义
开局阶段：谈判双方进入具体交易内容的洽 谈之前，彼此见面、互相介绍、互相熟悉以 及就谈判内容和事项进行初步接触的过程。
开局阶段虽然在时间上只占整个谈判过 程的很小一段，涉及的内容似乎与整个谈判 的主题关系不大，但它却十分重要。因为开 局阶段往往关系到双方谈判的诚意和积极性， 关系到谈判的格调和发展趋势。一个良好的 开局将为谈判成功奠定良好的基础
这时，日方突然派出一个由董事长亲自率领的代 表团飞抵美国，在美国人毫无准备的情况下要求恢复 谈判，并抛出自己的最后方案，催逼美国人讨论全部 细节。而措手不及的美国人在日本人的压力下，居然 稀里糊涂地签下了一个明显有利于日方的协议。
事后，美方首席代表无限感慨地说：“这次谈判， 是日本在偷袭珍珠港之后的又一重大胜利。”
诱发对方产生消极情感，致使一种低沉、严 肃的气氛笼罩在谈判开始阶段。
（2）沉默法。
沉默法是以沉默的方式来使谈判气氛降温， 从而达到向对方施加心理压力的目的。
采用沉默法时要注意以下几点： ① 要有恰当的沉默理由。 ② 要沉默有度，适时进行反击，迫使对方让
步。
案例2：
有一次，一家日本公司与一家美国公司进行一场 许可证贸易谈判。谈判一开始，美方代表就滔滔不绝 地向日方介绍情况，而日方代表却一言不发，只是认 真倾听并仔细记录。当美方代表介绍完征求日方代表 意见的时候，日方代表却表示没听懂，不明白，要回 去研究一下，美方不得不同意体会。
商务谈判的过程、步骤和策略
四、商务谈判开局策略
案例
北京门头沟一位党委书记在同外商谈判时，发现对方对自 己的身份持有强烈的戒备心理。这种状态妨碍了谈判的进行。 于是，这位党委书记当机立断，站起来向对方说道：“我是党 委书记，但也懂经济、搞经济，并且拥有决策权。我们摊子小， 实力不大，但人实在，愿真诚地与贵方合作。咱们谈得成也好、 谈不成也好，至少您这个外来的‘洋’先生可以交一个我这样 的中国的‘土’朋友。”寥寥几句肺腑之言，一下子就打消了 对方的疑虑，使谈判顺利地向纵深发展。
这是典型的坦诚式开局策略
第1节：商务谈判的开局阶段及策略
四、商务谈判开局策略
案例
主方：“我们彼此先介绍一下各自的商品系列情况，您觉得 怎么样？” 客方：“可以，要是时间允许的话，咱们看看能不能做笔买 卖？” 主方：“很好。咱们谈一个半小时如何？” 客方：“估计介绍商品半小时就够了，用一小时时间谈生意 差不多，行。” 主方：“那么，是我先谈，还是贵方先谈好？” 这样，谈判双方在谈判目的、方式等达成一致意见后，巧妙 地表达了各自的开局目标。
较高 的
价格 ---
优惠
支付
数量
条件 --- 折扣 --- 佣金
成交 = 价格
三、报价方式
• 3、加法报价方式 • 在商务谈判中，有时怕报高价会吓跑
客户，就把价格分解成若干层次渐进 提出，使若干次的报价，最后加起来 仍等于当初想一次性报出的高价。
案例——加法报价法
文具商向画家推销一套笔墨纸砚。如果他 一次报高价，画家可能根本不会买。但文具 商先报笔价，要价很低；成交之后再谈墨价 ，要价也不高；待笔、墨卖出之后，接着谈 纸价，再谈砚价，抬高价格。画家已经买了 笔和墨，自然想“配套”，不忍放弃纸和砚， 谈判中便很难在价格方面做出让步了。
商务谈判开局阶段（Openingstageofbusinessnegotiations）
商务谈判开局阶段（Opening stage of business negotiations）The opening stage of business negotiationsGreet each other, introduce some stage, we called this point start negotiations. How much time does the opening stage take? This is inconclusive. But generally speaking, from the point of view of percentage, the bigger the negotiation, the smaller the percentage of the opening, the bigger the negotiation, the bigger the percentage of the opening. It seems to be a rule, and many people say, no more than 5% of the time. That's in general. It must be a big negotiation, because the big negotiation takes a long time and the opening time must be short. To solve the small negotiations, for an hour, you always have to say say the recent situation, this accounted for a relatively long time.I want to say that the only purpose of the opening is to createa suitable atmosphere for the negotiations. That's what it's all about. Now many people say that the opening is to create a relaxed and harmonious atmosphere, which I don't think is appropriate. Because what kind of atmosphere you create is determined by the content of your negotiation. If we were to negotiate a business connection, it would be easy and sincere. If I said the talks were to collect debts, the negotiations start, I must create a suitable atmosphere, what? High pressure situation, you have to pressure, you do not pay the debt is not right. So I say, to create a suitable atmosphere. We are so easy to create from a more cooperative atmosphere should start talking about this thing, if the fight, the atmosphere is relatively easy to handle, eyes a stare, a clenched fist, this matter will be solved. We should create an atmosphere where wecan communicate with each other and compromise with each other. What should we do? It is not for the claim, but for the sake of long-term business relationship. If it is not for the claim, not for fighting, but for a kind of sincere cooperation, we must create an atmosphere of mutual trust, a relaxed atmosphere, and a serious atmosphere. That is, we must create a suitable atmosphere for the development of business relations, everything from this point of view, it is easier. A lot of people ask me, this talks as if nothing to say. Relatively difficult. Sometimes it's awkward, what to say, and what to say. I think he still has.I want to share my experience with you here. A, if you know the past, each other can talk about their recent development, including your experience, meet you, how are you recently said, you say I do not like money recently, no hair, also often lose money, this is a statement. Do you like your first day to master, arrange your travel, so naturally this tour is a good topic, you pull me on the the Great Wall, I said your this majestic the Great Wall, after that I go to, when the hero of the feeling, you can talk about this, that is to say, this kind of tourism this kind of feeling, experience can talk past each other. For example, the first night they entertain you see to the Lao She Teahouse drink tea, this to Beijing, to see the point of opera. You talked to me second days ago. It was a good thing you arranged yesterday. I learned about the culture of Beijing Opera in your country and understood the culture and the meaning of drinking tea. These are all topics.I think this topic, you thank others, say cheap words, nor effort. This is a better thing.Moderator: first time.Huang Weiping: another way, a meeting, your body is good, like when the last time saw young people want to hear it, but this thing is fake, who see me say you are young now than last time, I hate not to criticize him, is it possible? I saw three years ago, I was still young now than the original, I live, but after all, many people are willing to listen to the words, you see you are looking really good, yes, you look at your pace than last time in which to see it easily, then the words really have nothing to say. I can still say the weather, and the innocence of Beijing is good. Maybe I'll say it right away, just because you came, yesterday was special, and today it suddenly became cool. That's the reason, for example, I came here on the first day, Beijing 35 degrees, I go here, that day, Beijing 22 degrees, a drop of 10 degrees. I think so, I'm sure I told you, this is the hospitality of the people of Shandong, so the temperature in Beijing is down.Besides, there are many topics that each other would like or have. That's a good topic. The Foreign Affairs Department of the University of our people's deputy director, the man of the world as a football match. I do not understand, he said there are Premier League, Serie A, there are west super, there are Bundesliga, many, and then said Serie A, there are AC, Milan and inter Milan, where there is this person, there is that person, I do not understand. You don't see a foreign professor coming. He said three, two,Two people talk about football, he also climbed along the pole,which people like the team, he likes which team. Finally, the relationship is very harmonious, so talking about cooperation is a very good starting point, football can talk about block, and cooperation will be talking about a piece of go. Yes, he does.You, for example, our relationship is introduced by the third, we will take third people to do the topic, that person asked you how to know, that person asked you how to know, friends of friends, must be friends. So the closer it gets, the closer it gets. It would be a good condition to cooperate with us in the past. I remember when we were at the Sino American Committee on Economic Education Exchange. It was fun. In 1989 July the meeting in Beijing, the atmosphere was very tense, our president, is the president of the University of our people, can be said to have a high ability of global control, etc. to dinner, the president said, we are in the 99% party effort. As soon as the relationship is relaxed, you have to say that this is because the cooperation is very pleasant, and China has made great efforts to bring the meeting up. The United States believes that this credit must be made in china. So you can always find a topic, but anyway, what I want to remind you of is that you must have been an impression of such an opening. Confident and trustworthy, friendly and based on good faith.I am not empty head eight brain, I am based on good faith. Confident and believable, this is more appropriate, more generous and comfortable, so it's easy to start doing things like that.Of course, here to pay attention to, your clothes, back to say, when the clothes meet for the first time, can not give peoplethe impression that we have dragged on, there is such a person, he never forget what occasions, wear a bunt, vest, pants, pants plus a panties. Sports pants, small vest, I told you, he dressed in this class, I say you how old this dress, he finally told me to say that we have no money to buy clothes, I say you have no money to buy clothes, buy clothes to home loans. Now more serious, and negative responsibility on the one hand, it is more like that. I think the start is for everyone's attention.After the opening, everyone sits down. What do you do at this time? At this point, when we are going to talk business, we are not talking about the offer at first. We must talk about the procedure of negotiation. The negotiation process should be said to be very important. From your angle, I've prepared some information for what? I have to have a plan at last. As I said last time, you have to make a simple plan. This simple scheme covers four aspects, that is, the goal, the procedure, the schedule and the members. What is the minimum purpose of negotiation? What should I talk about in the process, what to talk about later, how to progress, how to grasp the rhythm, and who will go with me, who am I going to talk to?. If the general plan, and simple scheme to these four aspects, then you sit down, start and end time to sit down and talk, the first thing is to determine the negotiation procedure.So tell everyone, in this process, my experience is to speak less and listen more. Why speak less and listen more? The reason is clear, the program itself means what to talk about first and what to talk about later. What problems should be solved first, and what problems can be solved?. In fact, what people wish to talk about first is purposeful in many cases. If I put thismatter very seriously, I will talk about this thing put in a very important position, if one thing is passing, I will put it in a position of little importance, so you listen carefully and the other put out of the program, you we can grasp each other why? What's the purpose of coming? That is what we say, goals, progress, this aspect of things you can get an understanding, and at the same time after understanding, they will come up with their own set of programs and countermeasures, so this matter should pay attention to. When I hear you, you always have to say something and say something. Note that, in general textbooks, always put these issues in accordance with the help of my party, is not conducive to be arranged for us, what to talk about first, after talking about what, in general, generally speaking, the hope is to help our things stand out in the middle of the program, is not conducive to our what to avoid in the program. In fact, I want to say, you know, people also understand, so in practice, you want to, so people want to do so, crash, how to do? You can arrange more in our program to our advantage and arrange less for us.I think of it this way, you are the buyer today, tomorrow is the seller, and everyone is equal. You're in the middle of the arrangement,To those who think that both sides can easily run out of the thing, not only is good for you, but also beneficial to each other, these things put out at the same time you analyze, the other to come up with the proposal, for example, is what I can give, what is he can make the step, then you take out these things, in the easy first of this program, all the other can give, and I want to get, put in here, I agree to concessions,the other party is willing to get, is also more than before the talk, this time, each will reach a mutual harmony, mutual trust is established and then go down, this thing is relatively easy.So I said at the start of finished, we talk about in the process of the program, not fight at outrance process, I will arrange you against, I say a program, you must take me down, from the beginning, you this negotiation means not smooth. Not like what I said, because I this is some experience of my own middle talks, I wanted to give up, you can give, I will get, you are willing to get things out, to talk about this, the most difficult thing to put it behind us do not talk, take a strategy called negotiation appreciation, our heads than clever, we give the heads of talk, this thing is solved.I am in the process of Sino US economic negotiations, to take such measures, with each other's secretary general, two of us are so general, morning report, report on the work of this year, a breakfast, breakfast has been smooth down, and at noon all the members and the president to go to dinner, I from the general secretary Nong Mou, how to divide the money memo. When the dinner was over, the chief reviewed the memo and we went to dinner. When we came back for dinner, we made a suggestion and we revised it. Finally, the day was fixed. I often say, is the spirit of the easy first principle, the most simple thing you agree, I agree that you want to be, I want to get this thing, we have to say, for example, this year a student volunteer to take as many books as we is 9 - 11, a student, well, you said 9, I said 10, this thing you are not happy, I am not happy, I finally run a bit, you say 9, I must tell you, this is the 13. Take the last plus one and make 11 copies. It's done. This endhe agreed that the title I actually at home ready to see that, this is the new frontier, which represents the dynamic you can buy, he said, because the time of this book, the price is set, and then copy down, this thing is solved. Who will the teacher send? Do you have a candidate? I say Robert, Nobel Laureate in economics, he gave me the email said to me here to teach, he said I did not notice, I said, now on the phone, a phone call came, it was decided. The simple things are settled, and the last is difficult. For example, how much should a scholar go abroad? It's rather difficult. I put my data put out, even what is the state's inflation rate, your living expenses, the state's content is what, how much is the tuition, I put all the data here, you should see is how much money? The last fight down, this thing is decided by the president of the two, we write the place an imaginary number, agreed to write a certain imaginary, that level is good, the last president to discuss. Said 10% increase, 10% came up, and 10% is 1800 dollars, is not a joke. This is in accordance with the "first easy", "difficult", each other trust, this matter will be easy to handle.So I'm not saying that the textbooks say no, but in practice, many things have a starting point, even when I talked about the win, said when the Israeli occupation of the territory of Egypt, I said a win-win, at camp David, the Americans are also easy to difficult, the first objective talk clearly, everyone wants peace, as long as the affirmation of this purpose, talk easy, the last territory is the most difficult, and then look at how to solve it, look down along. So from the program, I would like to ask you to pay attention here.First of all, you have to figure out what you want, what peoplewant, and secondly, you should find out what steps you can make and what steps people can make. This is one point. Second in this process, you must listen more and talk less, listen more to the less in the process, you can be very objective understanding of the fundamental purpose to the other party involved in the negotiations in what place, you only know the fundamental purpose of the other party, you can turn to find out what people want, it is better to solve the. So, from preparation, including material,Including data, create a suitable environment and atmosphere in the opening is mainly determined from the negotiation process of this point of view, the actual is figuring out what to say, after what, books of the favorable and unfavorable, much less, avoid, these are good, but I feel, easy to to finally solve problems similar to those of walnut type, more practical and effective in practice. That's all for today.。
第4章 商务谈判的开局
开场陈述
书面表达
口头补充
我方认为应解决主要问题，陈述我方应得利益，表 明我方首要利益及我方对对方的某些问题的事先考 虑，表明我方在此次商务谈判中的立场、信誉、坚 持的原则，对双方合作前景或合作障碍推测。
只阐述 自己的 立场
只表明自 己的利益
只是原 则性陈述
不阐述双 方共同利益
不表明对对 方利益猜测
2、谈判开局气氛的营造
谈判开局气氛对整个谈判过程起着相当重 要的影响和制约作用。可以说，哪一方如 果控制了谈判开局气氛，那么，在某种程 度上就等于控制住了谈判对手。气氛尽量 是：
礼貌、尊重； 自然、轻松； 友好合作； 积极进取
1972年2月，美国总统尼克松访华，中美双方将要展 开一场具有重大历史意义的国际谈判。为了创造一种 融洽和谐的谈判环境和气氛，中国方面在周恩来总理 的亲自领导下，对谈判过程中的各种环境都做了精心 而又周密的准备和安排，甚至对宴会上要演奏的中美 两国民间乐曲都进行了精心的挑选。在欢迎尼克松一 行的国宴上，当军乐队熟练地演奏起由周总理亲自选 定的《美丽的亚美利加》时，尼克松总统简直听呆了， 他绝没有想到能在中国的北京听到他如此熟悉的乐曲， 因为，这是他平生最喜爱的并且指定在他的就职典礼 上演奏的家乡乐曲。敬酒时，他特地到乐队前表示感 谢，此时，国宴达到了高潮，而一种融洽而热烈的气 氛也同时感染了美国客人。一个小小的精心安排，赢 得了和谐融洽的谈判气氛，这不能不说是一种高超的 谈判艺术。
1、谈判气氛的类型
冷淡、对立、紧张。
谈判双方人员的关系并不融洽、亲密，互相表现出的不是信 任、合作，而是猜疑与对立。 这种气氛的谈判进展缓慢、效率低下，会谈也经常中断 会谈有效率、有成果 意义重大、内容重要的谈判
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平等利用表达己方观点的机会
语言准确精炼 要有合作精神
接受对方的合理意见
2010年4月 商务谈判
二、影响开局地位的基本因素及谋求开局地位的方法
（一）影响开局地位的基本因素 1.信息优势 信息优势，是指商务谈判的一方，在充分分析己方所掌握的 较全面、较准确的信息的基础上，利用信息可能产生的种种 效应，来谋取谈判的优势和主动地位的方法。运用信息优势 制造法的技巧及应注意的问题有以下几点：
2010年4月
商务谈判
(3)服饰
服饰体现谈判者的素质，在一定程度上体现了一个谈判者 的文化修养和审美情趣，是决定其形象的重要因素。① 服 饰要与环境和场合相适应。② 服饰要符合角色、体现个性。
(4)动作
服影响谈判气氛的因素还包括手势等各种肢体触碰行为。 影响谈判气氛的因素是多种多样的。在谈判过程中，这些因 素会随着整个谈判局势的变化而变化，这就需要掌握影响谈 判的宏观因素，从而营造良好的开局气氛。 影响谈判的宏观因素主要有：
（1） 做好收集、筛选、传递信息的基础工作。
（2） 精心藏匿己方的信息。 （3） 设法获取对方的信息。
2010年4月 商务谈判
2.时间优势
时间是影响商务谈判的重要因素，谈判的进程、效率、 利益等方面无不与之发生联系。尤其是现代信息技术的 发展，提高了谈判双方的信息透明度和对直接对抗后果 的预知程度。运用时间优势制造法的技巧及应注意的问 题主要有以下几点：
商务谈判
目录
第一节 第二节
商务谈判开局概述
谋求开局地位
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商务谈判
第一节
商务谈判开局概述
一、开局阶段的作用与任务
（一）开局阶段的作用 谈判开局对整个谈判过程起着至关重要的作用，它不仅决 定着双方在谈判中的力量对比，决定着双方在谈判中采取 的态度和方式，同时也决定着双方对谈判局面的控制，进 而决定着谈判的结果。 开局阶段中的谈判双方对谈判尚无实质性认识。谈判 开局关系到双方谈判的诚意和积极性，关系 到谈判的格调和发展趋势，一个良好的开局 能奠定良好的谈判基础。
发言机会均等应 该体现在哪些方面？
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商务谈判
三、开局气氛的营造
（一）开局气氛的含义
开局气氛是谈判对手在非实质性谈判阶段的相互态度。谈判经验 证明：在非实质性谈判阶段所创造的气氛能够改变整个谈判过程 的先行状态，并影响谈判人员的心理、情绪和感觉。每一次谈判 都因谈判内容、形式及地点的不同，而有其独特的气氛。种谈判 气氛可以在不知不觉中把谈判朝某个方向推进。
②有过业务往来，但关系一般。 ③双方过去有过一定的业务往来，但我方对对方印象不好。
④过去双方从来没有业务往来，也就是第一次交往。
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商务谈判
(2)谈判双方的实力对比
谈判双方实力相当
实力对比
本方谈判实力强于谈判对手
本方谈判实力强于谈判对手
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商务谈判
第二节
谋求开局地位
一、谋求开局地位的
了解商务谈判开局阶段的主要作用与任务； 熟悉开局的方式与原则； 掌握谋求不同开局地位的原则。
(二) 技能目标
能熟练利用不同的因素，运用不同的策略来营造良好的开 局气氛； 根据在开局中的不同地位采取合理而有效的策略以获得谈 判的主动地位。
2010年4月
（四）开局气氛的作用
良好的开局气氛是谈判双方所追求的，对谈判协议的达成是 有益的。
2010年4月
商务谈判
1.影响开局气氛营造的各种因素
(1)气质
气质是指人们相当稳定的个性特征，它既反映了个体的差异性， 又反映了人类、种族和群体的共同的心理特征。
(2)风度
风度是一个人的内在气质、知识储备及综合素质的外在表现。 谈判者的风度是个人魅力的体现，为了营造良好的开局气 氛，要求谈判者在开局阶段有着饱满的精神状态和潇洒的仪 表礼节。
谈判核心问题的说明
逻辑错误
营造适当谈判氛围
开场陈述和报价
2010年4月
商务谈判
二、开局的方式与原则
（一）开局的方式 当谈判前的准备工作已经很充分，谈判人员应该静下心 来再一次设想和谈判对手开局的方式问题。即针对谈判 对手的不同性格特征，提交方案的方式主要有以下几种：
口头提出交易条件
主要方式
书面提出交易条件 书面材料以口头陈述提出交易条件
从大多数的谈判实践来看,好的开局是谈判成功的基础? 2010年4月 商务谈判
（二）开局阶段的任务
开局阶段的目标主要是对谈判程序和相关问题达成共 识；双方人员相互交流，创造友好合作的谈判气氛；分 别表明己方的意愿和交易条件，摸清对方的情况和态 度，为实质性磋商阶段打下基础。为达到以上目的，开 局阶段主要有以下三项基本任务：
（二）开局气氛的要求
开局气氛的 要求
礼貌、尊重的气氛 自然、轻松的气氛 友好、合作的气氛 积极、进去的气氛
2010年4月
商务谈判
（三）开局气氛的作用
好的谈判气氛，能够为后续的谈判打下良好的基础；轻松和谐 的气氛不仅传递着友好合作的信息，还能让双方谈判者尽可能 地放松自己；得体的服饰、亲切的眼神，显示着谈判者对于谈 判的诚意和深厚的文化修养，能够让双方更好的沟通、协商。 在追求互惠互利谈判结果的现代商务谈判中，开局气氛起到了 “润滑剂”的作用。
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商务谈判
（二）开局的原则
理论上，谈判开局阶段应遵循的原则如下： 第一，开局发言机会均等。这样双方都有了解对方的机 会，也就有了进一步谈判的基础。至少，在双方谈判议程 尚未达成之前，努力做到谈话时间与倾听时间的平衡。 第二，表达内容简洁、轻松。由于开局阶段的时间比较 短，所以提问和陈述都要尽量简洁，要用最短的时间表述 出关键的内容。 第三，善于提出有利于合作的意见，同时征求对方的看 法。
2010年4月 商务谈判
谈判气氛形成 的时机 影响谈判的 宏观因素
中性的话题
非正式的接触
传播媒介的有效作用
组织的合理性
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商务谈判
2.良好开局气氛营造的方法
赞美法 情感法
营造方法
问题法
幽默法
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商务谈判
3.根据谈判双方的关系和实力营造谈判气氛 (1)谈判双方的关系
①谈判双方在之前就有过业务往来，而且具有良好的合作关系， 可以把这种良好的关系作为双方谈判的基础。