When negotiating with your opponent, how can you make your logic clear?

When we talk about negotiations, we may think of the images of negotiators fighting wits with gangsters and finally successfully rescuing hostages, as well as trade negotiations between countries and so on. In fact, negotiations are not only available at the national level or in some big scenes. Negotiations are everywhere, and there are negotiations everywhere in life. It can be said that people are experienced negotiators when they are born. Children will use loud crying to negotiate with adults in exchange for food and toys, and most of them will become winners in the negotiations. In the world of adults, negotiation always happens inadvertently. It is a negotiation process, such as bargaining with merchants, asking for promotion and salary increase, negotiating with bosses, discussing with family members where to eat, asking children to go to bed early, etc.

But why do some people get what they want through negotiation, while others don't know how to negotiate, and often fall into the negotiation trap, which leads to the failure of negotiation? The book "The Negotiation Weapons taught by McKinsey" will clear the negotiation obstacles for you from two levels of logic and skill, and improve your negotiation ability with McKinsey's classic working techniques.

Gao Shan Shangxiao, the author of "The Negotiation Weapon taught me by McKinsey", has worked in famous enterprises such as McKinsey and Morgan Daneng for many years, and founded Gao Shan Shangxiao Office in 1997. He himself has studied deeply in the fields of logical thinking, business writing and negotiation, and has rich experience. He has written many books on this subject, which are quite popular with readers.

The negotiation weapon McKinsey taught me

Next, combining with this book, I will talk about how to improve negotiation ability from three aspects: improving logical thinking, analyzing the needs of negotiating opponents and mastering negotiation skills. First, use pyramid tools to improve logical thinking and figure out what you want

If you talk to the landlord about reducing the rent, you will definitely list a lot of reasons to convince the landlord, such as the current deflation, the current rent market is in a downward trend, the rents in the vicinity have all been reduced, your rent has been expensive before, your income has decreased, and the burden of rent has increased. Of course, you can list more. Here, your idea is to "reduce the rent", and the arguments supporting your idea are the reasons listed above. So, are these arguments enough to convince the homeowner? You can also stand on the position of the owner and infer backwards whether each argument supports the claim to convince the other party.

having a clear proposition, clear arguments and arguments that can correctly support the proposition constitute three elements of logic.

in fact, this is to use McKinsey's famous "golden pyramid principle" to analyze things.

you should probably ask, just talk about the negotiation directly, why do you emphasize logic? This should take into account our habits of thinking in the East. Influenced by traditional ideas, when we express things to each other, our language is modest, implicit and ambiguous, which makes the other party incomprehensible and lacks logical ability. This is mainly because we have not developed the habit of "putting forward clear opinions and then stating arguments", which is the gap between us and Europeans in expression. The first thing in negotiation is to talk. You can't even figure out what you want and the reason for persuading the other party. How can you talk to the other party?

Next, let's talk about the golden pyramid principle of logic. Logical pyramid is a kind of thinking framework, which can be used in negotiation, report or demonstration to enhance people's expressive ability.

logical pyramid

from top to bottom, the logical pyramid is: main information, 3-5 key information and several sub-information. The main message is your opinion, such as "reducing rent" mentioned above. The key message is the argument that directly supports the main message, such as the reasons listed above why the rent should be reduced. The main information and key information constitute the structure of the main pyramid. In addition, there can be multiple sub-information under the key information as an argument to support the key information. Key information and sub-information constitute the key pyramid. Of course, there can also be sub-sub information below the sub-information.

the principle of the golden pyramid of logic is to put the most wanted words (main information) at the top of the pyramid, and then support the arguments (key information and sub-information) step by step, forming a "point-argument" stacked layer by layer, and finally building a complete logic system.

so, how to use the logic pyramid principle? In the book, the author introduces two techniques commonly used in constructing logical pyramid: "bottom-up method" and "top-down method".

(1) The "bottom-up method" is a method of building up from the bottom of the logical pyramid layer by layer. To put it bluntly, it means that the key information or sub-information is pushed to the main information, that is, the argument is pushed to the argument, just like a method of proving geometric problems, the backward deduction method. During this period, ask "So what?" for the lower information many times. (So what? ) to support the proof of the underlying information.

"bottom-up" method

The construction sequence of "bottom-up" method is to extract information by grouping by topic, then further abstract it, and finally reach the main information. The key is to group sub-information and key letter by topic. What is topic grouping? It is based on a certain reason to distinguish various ideas, and this reason is the "theme." Setting up multiple themes can facilitate the understanding of the other party and enhance persuasiveness.

For example, there is a group of animals, including "lions, bats, lizards, ostriches, flying lizards, dolphins, sea snakes, penguins, and sculptures", and we group them by theme.

If the themes are classified into categories, the mammals are: lions, bats and dolphins; Reptiles are: lizards, flying lizards, sea snakes; Birds include ostriches, penguins and eagles.

If the theme is divided into "activity places", there are lions, lizards and ostriches on land. There are dolphins, sea snakes and penguins in the water; There are bats, flying lizards and sculptures in the air. In addition, you can also divide the theme by weight, food, etc.

if you classify the information according to the topic, the category of the information will be determined. conversely, if you want to convey a certain information, you must find a topic suitable for the information.

(2) the "top-down method" refers to the method of developing the argument key information of the main information and the sub-information under each key information from the top of the pyramid. The main information is the argument, and the key information and sub-information are the arguments to support the argument.

the construction sequence of "top-down method" is: first, put forward the conclusion, that is, the main information, and then verify whether the main information can be established according to the key information. In addition, it is necessary to analyze individual sub-information. That is to say, the "top-down method" is applicable to situations where the idea has been clearly defined and needs to be sorted out. The key of this method is that the key information does not overlap or miss. During this period, Why so you ask the upper information many times? (Why do you want to do this? ), so as to clarify the lower information.

"top-down" method

After understanding the two methods, we can understand that the general order of constructing a logical pyramid is to first deduce the hypothesis conclusion through the "bottom-up method" and then use the "top-down method".

let's give an example to illustrate the application of the two methods in daily life. At a work briefing, the leader asked the salesman to report the reasons for the decrease in sales in recent months.

use the "top-down" method, that is, express it in the order of main information-key information-sub-information. It can be reported to the leaders that the recent decline in sales is because the company's focus is shifting from cheap goods to high-end goods with high added value. The change of pricing strategy will make the customer base adjust. Although sales have declined temporarily at present, profits have remained at the same level.

let's briefly analyze: the main information is the decrease of sales, the key information is the shift of business focus, which is the main reason for the decrease of sales, and the sub information is the change of pricing strategy, the adjustment of customer base and the unchanged profit. These arguments support the core view of "decrease of sales".

Use the "bottom-up" method, that is, express it in the order of sub-information-key information-main information. It can be reported that, despite the short-term decline in sales, profits remain at the same level. Because the customer base has changed due to the recent adjustment of pricing strategy. The ultimate reason is that the company's business focus is shifting from cheap goods to high-end goods.

Applying thinking tools to negotiation can help you sort out the confused and vague questions, help you put forward your opinions, and prove your opinions logically, so that you can know what you want and what you should convey to the other party, so that the other party can understand their opinions and ideas, so as to convince the other party, win the initiative and gain benefits in the negotiation. Second, use SCQA method to analyze the needs of the negotiating opponents and find out what they want

We have learned to express our views and opinions to the negotiating opponents with the "logical pyramid", but negotiation is not the victory or failure of one side, and successful negotiation is the success of both sides and a win-win situation.

As the author said, negotiation is an exchange aimed at improving the satisfaction of both parties. Then, we should not only pay attention to our own interests and needs, but also pay attention to each other's needs.

win-win negotiation

some people may think that the demand of both sides of the negotiation is only to obtain economic benefits, but it is not. Let's also cite a case in the book.

A developer of a shopping center is interested in a piece of land. The owner of the land is an old man with rich economy and has no interest in selling land. The clever developer put forward the condition of naming the shopping center after the old man. The old man was very interested and promised to negotiate with the developer. Psychologist Maslow divides human needs into five levels, namely, physiological needs, security needs, social needs, respect needs and self-realization needs. Developers just dig out the needs of respect and self-realization of the elderly, not other needs, and have immediate results.

so, how do you explore each other's needs? The author gives a method-SCQA analysis, that is, situation, obstacle, question and answer analysis. Like the logical pyramid mentioned above, it is also a thinking tool. By analyzing the other person's psychology, the other person's interests are expressed in the form of questions.

the first step of p>SCQA analysis is to confirm the specific image of the other party.

the second step is S(Situation), trying to describe the stable situation that the other party has experienced so far.

the third step is C(Complication). imagine the plot that can destroy the above-mentioned stable situation, as well as the problems that can bring great changes to the stable situation and make things go wrong.

The fourth step is Q(Question). In the process from S to C, imagine the problems that the other party may attach importance to in the form of questions, which is the reflection of the other party's concerns.

the fifth step is A(Answer), thinking about the answer to q, and giving an a that can improve the satisfaction of the other party. Ideally, A is our own proposal in the negotiation.

we understand the SCQA analysis method through examples. Y is the director of a factory. He wants to update the old equipment in the factory and needs to negotiate with the company's leadership. Y is an engineer and is used to analyzing from a technical point of view, so he needs to analyze the negotiating partner, that is, the leadership, through SCQA architecture.

first, analyze the specific image of the negotiating opponent. The leadership of the company is "a management team employed by the company and facing the pressure of enhancing enterprise value and global competition."

S (situation): what the company is facing now is to maintain its competitiveness by cutting costs.

C (obstacle): the price collapse after the bursting of the bubble economy, and continuing to cut costs can no longer maintain the competitiveness of the company.

Q (Question): After analyzing S and C, Q: How can we continue to maintain our competitiveness in the future? In other words, the question that the leadership is most likely to ask in the negotiation is Q.

A (answer): so, how should y answer? It can be answered as follows: "The production efficiency of the new equipment is high enough to offset the low-cost advantage of the rental area in the competition. Or "use new equipment to produce high-quality products that are difficult to imitate in the market, thus improving the competitiveness of the company."

this is the whole process of SCQA analysis. It should be noted that multiple questions Q should be conceived in advance, applied flexibly in negotiations, and their priority should be confirmed.

know yourself and know yourself. In the negotiation, the interests and needs of both sides are different. Maslow's demand theory tells us that people's needs are divided into five levels, not just money, but various forms such as appearance and potential, direct and indirect, material and spiritual. The interests of the other party are not easy to know, and we need to explore them. Only by clearly understanding each other's needs and interests and learning to look at the problem from each other's standpoint can we coordinate with each other and finally achieve mutually satisfactory results.

Know yourself and know yourself, and you will be invincible. Third, learn the skills of setting high goals and making concessions, and win the initiative in negotiation.

There are many skills in negotiation. In the book, the author mainly introduces two kinds to us, one is to set high goals, and the other is to let the footwork.

let's look at an example. A trade union employee submitted a written request to the company for a member to ask for a pay increase, and the company's personnel department asked him to negotiate on this matter. To his surprise, he was introduced to the company's sales, cost and financial situation as soon as he came to the company, which made him unexpected and didn't know how to deal with it at the moment. Then he looked at the meeting materials on the table, and it suddenly dawned on him. It turned out that his secretary mistakenly asked for a 12% salary increase to be 21%, and his original expectation was 7%. At this time, he had a bottom in his heart. Next, he silently looked at what suggestions the company would make. The company proposed a salary increase of 12%, and finally reached an agreement with a capital increase of 15% after negotiation, which was eight percentage points higher than its own expectation.

Setting high goals can provide negotiators with motivation, leave enough room for bargaining, and improve your sense of value in the other party's mind. For example, applying for a job and offering a higher salary will make the other person feel that you are a more capable person. The "high" here means "relatively high", not the higher the better, but thinking from the other side's standpoint, otherwise it will only scare the other side away.

Set high goals

Concession is a negotiation tactic. How to give in? Is it a unilateral concession or a bilateral concession? Is it a compromise tactic? The author said that concession is an important factor in the negotiation process, and the key lies in the attitude of both sides in the negotiation.

let's use the examples in the book to illustrate how to give in.

a buyer went to an electric street to buy computers and peripheral equipment. He wanted to buy the best-selling VAIO laptop, and went to the computer firm with the lowest bid price to start negotiations with the seller. Buyers ask about the latest VAIO laptop, and the maximum discount is several. The seller said that this is a best-selling model, and the list price is already the lowest price. The buyer explained that he had come from far away and hoped for a discount. The seller is embarrassed to say that if it can't be discounted, it will be tax-free at most. In Japan, tax exemption is to exempt shoppers from consumption tax, which is 5% of the consumption amount. According to this calculation, the seller has given a 15% discount, and the buyer readily agreed to buy at a 15% discount price. This business was concluded with concessions from both parties.

The seller retained the customer through the tax-free concession, and the buyer accepted the tax-free discount, which is also a concession. Both sides achieved their needs through concessions. It should be noted that concessions should be made a little bit, which will help control the expectation of the other party. Unilateral concessions or excessive concessions will make the other party push your luck, force you to make greater concessions and lose the initiative in negotiations.

concessions from both sides are the only way.