摘 要
所谓谈判是指人们基于一定的需求，彼此进行信息交流，磋商协议，旨在协调其相互关系，赢得或维护各自利益的行为过程。而销售销售就是介绍商品提供的利益，以满足客户特定需求的过程。商品包括着有形的商品及服务，满足客户特定的需求是指客户特定的欲望被满足，或者客户特定的问题被解决。能够满足客户这种特定需求的，唯有靠商品提供的特别利益。本文从广义的角度出发探讨商务谈判技巧在销售中的应用，结合自身实际，通过对整个过程中技巧应用分析浅谈在销售中应采取的对策。
The so-called negotiation refers to the people is based on certain needs, mutual exchange of information, consultation agreement, aim to coordinate their relationship to each other, to win or to safeguard their own interests behavior process. And sales of goods is introduced to provide benefit, in order to meet the specific needs of customers in the process. Merchandise includes a tangible commodity and service, meet customer’s specific demand refers to a specific customer desire is satisfied, or customer specific problems to be solved. To meet the specific requirements of customers, provide the special interests of goods. This article from the broad perspective of business negotiation skill application in marketing, combinative oneself is actual, through the whole process of skill application analysis in marketing measures to be taken.
Key words : business negotiation skills; sales; countermeasure
目录
摘要……………………………………………………………………………………………………………… 1
关键词：…………………………………………………………………………………………………….. 1
Abstract：……………………………………………………………………………………………………. 2
前言……………………………………………………………………………………………………………… 4
一、 商务谈判的技巧应用……………………………………………………………………. 4
(一)优势条件下的谈判策略……………………………………………………………………… 4
1.不开先例策略…………………………………………………………………………………. 4
2.价格陷阱策略…………………………………………………………………………………. 4
3.最后通牒策略…………………………………………………………………………………. 4
（二）劣势条件的谈判策略……………………………………………………………………… 4
1.疲惫策略………………………………………………………………………………………… 4
2.权力有限策略…………………………………………………………………………………. 5
3.吹毛求疵策略…………………………………………………………………………………. 5
（三）均势条件下的谈判策略………………………………………………………………….. 5
二、 销售技巧的应用……………………………………………………………………………. 5
三、商务谈判与销售的关系…………………………………………………………………. 5
四、 商务谈判在销售中的应用现状…………………………………………………. 6
五、 在销售中应用商务谈判技巧的对策………………………………………… 6
结束语…………………………………………………………………………………………………………. 8
参考文献…………………………………………………………………………………………………….. 9
