5条谈判策略-MGIEntertainment-八卦帝

5条谈判策略

MGIEntertainment 欧美女星 2018-08-02 17:40:29 436

创作不易，用心坚持，欢迎请BaGua喝几杯爱心咖啡！

Aaron Kwok and Ferrari

在过去的十年里，MGI在各种名人代言，商业演出，KOL影响，赞助等大型合作中磨练了谈判技巧。谈判过无数合约和协议，也为我们上了强有力的一课：有效的谈判只是在一段时间内进行的对话，建立的关系。

For the last 10 years, MGI have honed negotiating skills in the high stakes, big ego arena of celebrity endorsement, performances, influencer campaigns and sponsorships. Negotiating countless contracts and endorsement deals taught me a powerful lesson: effective negotiation is just a conversation, a relationship built over time.

Li Bing Bing and Gucci

我代表品牌方和机构方谈判积累到的经验，有五条最基本的要素想要和大家分享。

My experiences negotiating on behalf of brands and organizations are why I want to share these essential 5 tips.

Maroon 5 and Diesel

1. 设定场景。谈判成功始于知识获取。收集尽可能多的数据，以及了解相关人士或机构所控制的信息。所收集到的数据能够帮助你在谈判中如鱼得水。数据理应包含量化的（市场和竞争对手），和我称之为360度全方位的定性分析。另一方所恐惧的和渴望的分别是什么？风险？预估收益？重要的是明确目标价格（心理价位）和预估价格或条款（可谈价格）。进入谈判前了解的越多，就能获得更多的权威和尊重。

1. Set the scene. Negotiating success begins by acquiring knowledge. Collect as much data about what is at stake and the person or organization that controls what you want. The data you collect allows you to navigate the natural ebbs and flows inside of a negotiation. The data should include the quantitative (the market and your competitors) AND the qualitative, which I refer to as 360-degree awareness. What are the fears and desires of the other side? The stakes? The possible outcomes? It’s important to be clear on your target price (what you’re hoping for) and your reservation price or terms (your walkaway price). The more you know going into a negotiation, the more you can establish authority and respect.

Andy Lau and LI Ning product placement

2. 找到共同点。谈判不一定是对抗性的。作为谈判者，信任是长期成功的核心，因此花时间与对方建立良好的关系，非常重要，即使是在很小的方面—比如分享一小部分个人信息—通过表明自己的开放性和建立关系的渴望，来改变谈判的感觉。事实上，研究表明，揭露某些信息，即使和谈判内容无关，也能通过设定积极的基调达成协议，增加收益。好奇的反义词不是防御。在某些人看来，谈判就像是一场战斗，微妙的改变也可能是强大的。谈判的关键在于妥善管理关系，这样不仅能够保留机会，也会引发其他合作机会。保持低调，避免谈判过于紧张。增加微笑或者幽默的元素能在谈判中留下好的印象，同时也能传达议价的能力。找寻共同点意味着知道共同点的存在。下一次谈判的种子就埋在这次的谈判中。

2. Find common ground. Negotiation doesn't have to be adversarial. Trust is at the heart of long-term success as a negotiator so it's important to take time to build a relationship with the other party. Even small gestures — like sharing a little piece of personal information — change the dynamic of a negotiation by signaling your openness and desire for connection. In fact, studies have shown that revealing some information, even unrelated to the negotiation, increases the outcome by setting the positive tone conducive to gaining agreement. Counter disconnects with curiosity instead of defensiveness. In a world that views negotiation as a battle, that subtle shift can be powerful. The key to negotiating is managing relationships well so that conversations stay open and spark more conversations. Keeping the tone light will prevent the negotiations from becoming too tense. Injecting a smile or some humor into the conversation can ingratiate you with your opponent while simultaneously conveying your bargaining strength. Finding common ground means knowing common ground exists. The seeds of your next negotiation are planted in the one you are doing right now.

Godfrey Gao and Qoros

3.自信地提出要求。通过联系你的需求和你的“为什么”，来克服对谈判的恐惧。是什么驱使你提出这些问题的？例如，如果你要求加薪—加薪会如何以实际的方式影响你的生活和周围人的生活？了解原因能够在谈判混乱和不确定的情况下清楚自己的动机。而且，如果你已经设定好场景，也找到了共同点，那么就应该提出要求。尽可能多地谈论所需要的内容，但也不要太多。提出的要求越简洁，就会越有信心。另外，谈判专家Adam Grant和Adam Galinsky都同意某研究得出的结论：那些有清晰要求的人能够以更接近他们心理的价位获得更有利的条款。锚固原理说明—无论台面上的第一个是什么，谈判各方都会围绕它开展工作。

3. Ask with confidence. Overcome fear of negotiating by anchoring your ask against your "why". What is driving your ask? For example, if you are asking for a raise — in what tangible ways will that raise impact your life and the lives of those around you? Knowing your why will allow you to tap into your motivation when negotiation gets messy and uncertain. And, if you have set the stage and found common ground, the ask should be expected. Talk as much as you need to, but no more. The more concise you can make your ask, the more confident you will be. Furthermore, professors and negotiating experts Adam Grant and Adam Galinsky both agree that research concludes that people who make the first clear offer get better terms that are closer to their target price. The explanation being the psychological principle of anchoring – whatever the first number on the table is, the negotiating parties begin to work around the stage it sets.

Jessica Alba and JORYA

4. 适时暂停。通常情况下，无论谈判进展如何，都有可能到达某个僵局点。可能只是没有到达突破口，但事实就是双方未能达成统一意见。那就是接受暂停的时候了。适时暂停可能看起来什么都没做，但实际上也是最有效的谈判策略之一。暂停传递出强有力的信息，表明自己的坚定的立场。也表明自己并不急于完成交易，并有其他选择可以考虑。这样还是能够创造预期和各种可能性的，这是谈判的关键所在，并且还可能给对方施加压力。适时暂停可以帮助你通过退出谈判的情绪和强度，重获观点和信息。适时暂停也帮助你更好地倾听，而倾听帮助你学习。

4. Embrace the pause. More often than not, no matter how well the negotiations are going, there will be a point when you reach some sort of stalemate. You might be just short of a breakthrough but the sides haven't been able to reach mutually agreeable deal points. Now is the time to embrace the pause. Embracing the pause may look like doing nothing, but in reality it is one of the most effective negotiating strategies. The pause sends a powerful message, projecting confidence in your position. The temporary suspension of proceedings will convey that you’re not desperate to close the deal and suggests you might have other options to consider. It can also serve to create anticipation and possibilities, which are key to negotiating the best deal and has the potential to put pressure on the other party. A pause also enables you to re-gain perspective by pulling back out of the emotion and intensity of a negotiation. Pausing allows you to listen, and when you listen, you learn.

Zoe Zhang, Lizzie Li and New York Fashion Week

5. 知道什么时候该结束。当你为达成协议而努力的时候，同时创造选择，让离开也成为一种选择。愿意离开通常也能展现出你的立场，能够在谈判中获得较好的结果。识别出退出谈判时的危险信号。有时候并不值得继续冒险。当你投入过时间和精力在某个项目里的时候，可能是令人沮丧的结果，但请记住，谈成功并不一定比失败好。成功的谈判将以比最好的选择更好的结果作为结束。

5. Know when to leave. While you work your way toward a deal, simultaneously create choices so that leaving is an option. Having a willingness to walk away can often display the strength of your stance and lead to the best possible outcome in an offer. Recognize the red flags that signal your exit from the deal. Going forward is not always a risk worth taking. That can be discouraging when you have invested time and energy into getting a deal done, but remember that a deal isn't necessarily better than no deal. A successful negotiation will end with a result that is better than your best alternative.

Ronaldinho at Langham Hotel

这5点存在于每次谈判中。磨练这5点，直到成为本能便更有信心好好利用。你就会发现你能够化腐朽为神奇，将不舒服的谈判转变为富有成效的交易。

These five tools are part of every negotiation. Hone them until they become instinctive and you have the confidence to use them well. You'll find you are able to shift uncomfortable negotiations into productive conversations.

无论是在讨论有线电视订阅，还是谈判价值百万的合约，你都在进行重要的谈话。

Whether you are haggling over your cable subscription or a multi-million-dollar contract, you are engaged in a critical conversation.

谈话中感受越舒适，结果就越好。请记住，你只能通过谈判得到你有勇气要求的东西。

The more comfortable you are with the conversation, the better off you will be with the results. Remember, you only get out of a negotiation what you have the courage to ask for.

Sophie Turner and Giorgio Visconti

Michael MacRitchie，荣誉学士，是MGI Entertainment的执行合伙人，Michael在伦敦奥运会申办，欧洲足球杯，音乐会等谈判方面拥有超过15年的经验，合作过的艺人有：Linkin Park, Avril Lavigne, Celine Dion, Sarah Brightman, Jon Legend, Maroon 5, Beyonce, Christina Aguilera；体育赛事有：Oakley Air & Style & 美国前奥运会篮球队. 近几年，MGI与这些艺人谈判过合约：刘德华，Brad Pitt，Jessica Alba，Kobe Bryant，王阳明，高以翔，Will.I.AM，李冰冰，Sophie Turner等。

Michael MacRitchie , BA, Media, Hons , is Managing Partner, MGI Entertainment, Michael has over 15 years of experience in negotiation from London Olympic Bid, European Football Cup, Concerts with artists : Linkin Park, Avril Lavigne, Celine Dion, Sarah Brightman, Jon Legend, Maroon 5, Beyonce, Christina Aguilera, and sporting events: Oakley Air & Style & USA Basketball pre-Olympic games team. In recent years MGI has negotiated contracts with Andy Lau, Brad Pitt, Jessica Alba, Kobe Bryant, Sunny Wang, Godfrey Gao, Will.I.AM, Li Bingbing, Sophie Turner and many others.

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