Intercultural Negotiation

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International Marketing &
Negotiation
Intercultural Negotiation

Professor Fathi TLATLI, President Global Customer Solutions & Innovation, DHL Professor Manoëlla WILBAUT, Global Commercial Developments Director, DHL

ICHEC, Year 2012 - 2013

Topics on the agenda
I.

Key principles to respect during the
whole negotiation process

II.

The negotiation phases – prepare, start,
conduct, conclude and follow up with
international negotiation examples

Intercultural Marketing & Negotiation / ICHEC / Manoëlla WILBAUT & Fathi TLATLI / 2012-2013

2

1

Part I: Key principles to respect during the
whole negotiation process
1.

Play with the negotiation style

2.

Keep power balance favorable to you

3.

Manage the negotiation climate

4.

Manage the negotiation phases

5.

Stay in the negotiation area

6.

Adapt the language

7.

Listening & Questioning
3

Intercultural Marketing & Negotiation / ICHEC / Manoëlla WILBAUT & Fathi TLATLI / 2012-2013

Evaluate your negotiation style
RED

COMPETITIVE

10 9 8 7 6 5 4 3 2 1

COLLABORATIVE

BLUE

1 2 3 4 5 6 7 8 9 10

Negotiation style spectrum

Result oriented
negotiator

Data oriented
negotiator

Intercultural Marketing & Negotiation / ICHEC / Manoëlla WILBAUT & Fathi TLATLI / 2012-2013

Relationship
oriented negotiator

4

2

Part I: Key principles to respect during the
whole negotiation process
1.

Play with the negotiation style

2.

Keep power balance favorable to you

3.

Manage the negotiation climate

4.

Manage the negotiation phases

5.

Stay in the negotiation area

6.

Adapt the language

7.

Listening & Questioning

Intercultural Marketing & Negotiation / ICHEC / Manoëlla WILBAUT & Fathi TLATLI / 2012-2013

5

Keep power balance favorable to you
Power concept is subjective
Distinguish the content of power (real power) from the
process of power (power perception)

tio
cep
per
nce
la
ba
er
w
Po

n

Intercultural Marketing & Negotiation / ICHEC / Manoëlla WILBAUT & Fathi TLATLI / 2012-2013

6

3

Negotiator’s trumps

1

2

Size /
Importance
power

3

Choice
power

6

People /
Network /
Organiza tion power

4

Information
power

5

Influence
power

7

8

Uncertainty
power

Conceptual
framework
power

Penalty
power

9

Time power

Intercultural Marketing & Negotiation / ICHEC / Manoëlla WILBAUT & Fathi TLATLI / 2012-2013

7

Negotiator’s trumps organization

Start with a give MUCH SMALLER than
what you are ready to offer
Propose give in a descending order
Foresee a cooling-off period
Keep some trumps “hidden”

Intercultural Marketing & Negotiation / ICHEC / Manoëlla WILBAUT & Fathi TLATLI / 2012-2013

8

4

Conversation leading /structuring tactics (1/3)
Step by step strategies




Progressive/Gradual method
Presenting an offer in two steps
Use of margins

Role playing strategies








Call in an accomplice
Play the good and the bad guy
Jeckill and Hyde
Play the role of the agent with limited authority
Play the fake decision maker
Do not give away all your cards at once
Hide your objectives

Intercultural Marketing & Negotiation / ICHEC / Manoëlla WILBAUT & Fathi TLATLI / 2012-2013

9

Conversation leading /structuring tactics (2/3)
Perception-influencing tactics






Combine or divide the requests
Reduce the value of an offer
Invitation to tender/competition
Play with levels and change the level of implication
Divide up differences

Tactics concerning the use of limits and
resources






Precondition
Play with time
Present an ultimatum
Set limits
Set a deadline

Intercultural Marketing & Negotiation / ICHEC / Manoëlla WILBAUT & Fathi TLATLI / 2012-2013

10

5

Conversation leading /structuring tactics (3/3)
Push tactics








Over dramatization
Pull all the...
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