1谈判基础：说好谈判时的第一句话

1. Negotiation basis: the first sentence when the negotiation is well said

许多客户，在销售员说完第一句话之后，不管有意还是无意，一般会在心中决定是尽快把他打发走还是准备继续谈下去。那么，销售人员在谈判前，如何来说第一句话呢？

Many customers, after the salesperson has finished the first sentence, whether intentional or unintentional, will generally decide in their heart whether to send him away or prepare to continue to talk about it as soon as possible. So, how can the salesperson say the first sentence before the negotiation?

谈判前开场白有很多种，但运用得多、普遍就是，制造悬念，激起客户谈话兴趣，渲染谈话的气氛。

There are many kinds of opening statements before negotiation, but it is widely used to create suspense, arouse the interest of customers' conversation and render the atmosphere of conversation.

很多销售人员在谈判前都会精心准备一套固定的说辞。这些套词，要么固定不变，要么是花费大力气专门为某一场谈判而制定的。但是一套真正有效的销售说辞并不是如此简单，它还需要我们的语言要具有自己的特点，针对每一场推销，每一个客户，都要学会根据当时的实际情况适时地，灵活地做出调整，只有这样才能要达到吸引人的目的。

Many sales people will prepare a set of fixed statements before negotiation. These sets of words are either fixed or hard to develop for a particular negotiation. But a set of really effective sales rhetoric is not so simple, it also needs our language to have its own characteristics, for each marketing, every customer, should learn to timely, flexible adjustment according to the actual situation at that time, only in this way can we achieve the attractive purpose.

2顶住对方的压力：立场一定要坚定

2. Resist the pressure of the other party: stand firm

在实践中，很多销售人员由于怕得罪客户，一让再让，即使客户的要求很过分，也没有一个明确的态度，含含糊糊。这会给对方一个错误的暗示：仍有商量的余地。岂不知，你的犹豫不决反而会使客户变本加厉，产生更大贪婪之心。

In practice, many sales personnel are afraid of offending customers, let them let them go, even if the customer's requirements are too much, there is no clear attitude, including fuzziness. This gives the other side a false hint: there is still room for discussion. Do you know, your hesitation will make the customer more aggressive, produce a greater greed.

在谈判时，面对客户给你施加的压力不但要表现出临危不惧的态度，而且还要搞清楚对方的真实情况，是真的有难处，还是有意为之？比如，客户对产品的价格提出异议“你的产品价格太高，没有这笔预算，我们实在承担不起”。这时，你的压力可能会剧增，担心这笔生意就此而远去。这时，千万不要想着去降价，而是要判断客户说这句话的用意是什么？是真的没有预算，还是想以此压价？这时，你可以继续问：“谁来决定这笔预算呢？”有时候对方会如实的回答，是某某负责。此时你可以要求会见这位背后的决策者。这样，真假一目了然。

In the negotiation, the pressure exerted by customers not only shows a fearless attitude, but also makes clear the real situation of the other party. Is it really difficult or intentional? For example, customers object to the price of the product: "your product price is too high, we can't afford it without this budget.". At this point, your pressure may increase dramatically, worrying that the business will go far away. At this time, do not want to reduce prices, but to judge what the customer said this sentence is intended to be? Is there really no budget, or do you want to press the price? At this point, you can continue to ask, "who will decide the budget?" Sometimes the other party will answer truthfully, is responsible for. You can ask to meet the decision maker behind you. In this way, the truth and the false are clear at a glance.

3以势压人：用“专家”的心态来谈判

To press people by the situation: negotiate with the attitude of "expert"

“专业”这个词听起来就很吓人。无论是广告还是生活经验都告诉我们，当你在某方面是外行时，保证自己不吃亏上当的唯一办法就是听专家的。所以，在你跟客户进行谈判以前，你要以专家的心态来做专业的谈判准备。作为一名强势作风的销售人员，每次谈判始终都会牢牢地掌握着局面的控制权。

The word "professional" sounds scary. Whether it's advertising or life experience, the only way to make sure you don't suffer from loss is to listen to experts when you are an outsider in some way. So, before you negotiate with your clients, you should prepare for professional negotiation with the attitude of experts. As a strong style of sales staff, every negotiation will always firmly control the situation.

当然，只倾听不善于表达同样无法成为一名优秀的强势谈判人员。掌握谈判的话语权，需要你成为一名教师，一位演讲家，一个讲故事的高手。未来的销售不再属于“能说会道”的人，而是属于“能说会问”的人。善于倾听，能领会客户每句话的真正意思，了解客户真实想法的人，才能够引导客户快速达到自己想要的结果。

Of course, listening and not good at expressing can not be a good negotiator. To master the right to speak, you need to be a teacher, a speaker, a storyteller. Future sales are no longer "able to speak" people, but to "can say can ask" people. Only those who are good at listening and understanding the true meaning of each customer's words and understanding the customers' real ideas can guide the customers to achieve the desired results quickly.

4保障自我利益：退步也要有附加条件

4. Self interest protection: there must be additional conditions for stepping back

谈判中，销售人员与客户双方时刻在进行着一场场的博弈。也许有人会提出，如果销售人员能主动做出让步，成交也许就会容易的多，而且作为销售人员就应该多位客户着想。但是，很多时候并不是做出让步就可以成交的那么简单。

In the negotiation, the sales staff and the customer are playing a game at all times. Some people may suggest that if the sales staff can make concessions voluntarily, the transaction may be much easier, and as a sales staff, many customers should think about it. But many times it's not as simple as making concessions to make a deal.

销售人员在必要的时候可以做出让步，但是不能盲目让步。有一条很重要又很实效的原则：不要做无谓的让步，也就是说，你的让步一定要值得。如果你的产品或服务没有任何问题，就不要过早地做出让步，即使对方以谈判破裂作威胁。否则，会使你失去在下一阶段与对手讨价还价的本钱，并使自己产品或服务在客户心目中的价值大打折扣。

The sales staff can make concessions when necessary, but they can not give in blindly. There is a very important and effective principle: don't make unnecessary concessions, that is, your concessions must be worth it. If your product or service has no problem, don't give in too early, even if the other party threatens to break down negotiations. Otherwise, you will lose the cost of bargaining with your opponent in the next stage and greatly discount the value of your products or services in the minds of customers.

销售人员在让步的时候，注意一定小而缓，要步步为赢，一点点地去满足客户。通常来讲，让步应该遵循由多到少，先大后小循序渐进的原则，采用30—20—10这样递减的方式。

When the sales staff give in, they should pay attention to the small and slow, and they should win step by step to meet the customers a little bit. Generally speaking, concession should follow the principle of "from more to less, first big and then small step by step", and adopt the decreasing way of 30-20-10.

5抓住主要人物：说服对方关键人物

5. Grasp the main characters: persuade the key figures of the other party

在业务谈判中，销售人员关键的是要迅速判断谁是“关键人物”。找准了关键人物即找到了具有真正决策权的人。一个人的言行可以反映出一个的内心思想，真正的决策人会始终关注你的产品，即使他一句话不说，如果对你的产品感兴趣，就会情不自禁地表现出一些动作，比如主动凑上去，上身前倾，微斜等等。

In business negotiation, it is crucial for sales personnel to quickly judge who is the "key person". Finding the key person is to find the person with real decision-making power. A person's words and deeds can reflect an inner thought. The real decision maker will always pay attention to your products. Even if he doesn't say a word, if he is interested in your products, he can't help but show some actions, such as actively putting together, leaning forward, and leaning slightly.

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