Part-III-The-Soul-of-IBN―BATNA

1PartIIITheSoulofIBN—BATNA—theBestAlternativetoNegotiationAgreement2•WhatistheBATNA--—theBestAlternativetoNegotiationAgreement?•TheBestAlternativetoaNegotiatedAgreement(BATNA)isthatsolutionthatcanbeobtainedbycompletingadifferentdealwithadifferentparty.Atworst,anegotiator'sBATNAwouldmaintainthestatusquo(e.g.,nodealsothingsremainastheyare).Itisone'swalkawayposition.KnowingyourBATNAgivesyouthepowertowalkawayfromanynegotiationwhentheemergingdealisnotverygood.TheBATNAinclude:3–ParetoFrontieristherangeofoutcomesinwhichthebestpossibleaswellasthemostefficientdealcanoccur.Itisreachedwhenthereisawin-win(双赢）outcome,wherenothingisleftonthetable,andwherebothpartiestotheagreementendupfeelinglikeandarewinners.—win-winandnothingisleftonthetable.–Efficiencyismeasuredbycomparingtheamountofresourcesexpendedagainsttheexpectedbenefit.Inmultiparty,multiissuenegotiations,itisobviouslyverydifficulttodetermineefficiency.Ifitmakesthebestuseoftheavailableresourcesandleavesaslittleaaspossibleonthetable,anagreementisefficient.（遗留问题少）4Youshouldbereadyinthefollowingaspects?•Thebargainingmix综合谈判方案：Thebargainingmixisthepackageofissuesupfornegotiation.Eachiteminthebargainingmix,canhaveitsownstarting,targetandresistancepointorinitialproposal,expecteddealandnodealpoint/bottomline/reservationpoint.AndyoushouldinvestigateobserveandpredictthebargainingmixofyouropponentsintheIBN.Inthebargainingmixes,bottomlinesorresistancepointsofbothpartiesaremostimportant.Why?51.Assesswhatyouwilldoifyoudon‘treachanagreement.Ifyouthinkrationallyaboutyourbestalternativestoanegotiatedagreement,youarebetterabletorisklosingalowpayoffoutcome.Alternativestrengthenyourposition.—ValueofBottomLineofOurParty确定我方底线2.Assesswhatyourcurrentnegotiationopponentwilldoiftheydonotreachanagreementwithyou—ValueofBottomLineofOurOpponents估计和判断对方底线–Theresistancepoint/nodealpoint/bottomline/reservationlineisthepointorlinebeyondwhichanegotiatorisunwillingtosettle.3.Thetargetpointorexpecteddealpointisthepointatwhichanegotiatorwouldliketoconcludenegotiations.Itishisoptimisticgoalforaspecificissue.6II.Assessthebargainingzone1.Thebargainingzoneorrangeisthespreadbetweenthetwopartiesresistancepoints.A.PositiveBargainingRange.Whenabuyer'sresistancepointisabovetheseller'sresistancepointthereisapositivebargainingrange.B.NegativeBargainingRange.Whenaseller'sresistancepointisabovethebuyer'sresistancepoint.III.Assessthesettlementzone:I.Thesettlementzoneconsistsofthepointswhichoverlapbetweenthepartiesparticipatinginanegotiation.Ifthebargainingrangesoftwonegotiatorsdonotoverlap,itisunlikelythatasettlementwillbeobtained.Itisarangeinwhichsettlementcanbereached.(成交区间）77889IV.EnsurepositionsofpartiesA.PositioninIBNisapointofvieworattitudeoncertainquestionsofpartiesinIBN.B.Itisahelpfuldistinction,whichisbetweentheobjectivephysicalresultsofwhatisproposedandthesubjectivemeaningofwhatisproposed:--P57，“SecretPowerPersuasion”inEnglishandP52—P53inChinese.1010Meaningsofposition:•Whattheypubliclyclaim.Forexample,aninitialofferinanticipation(预期；预料）ofacounteroffer.•Whattheyhopetoachieve.Forexample,theirhopedforsettlement.Referredtoas,“whatapartyiscommittedto”.(Notedependenceuponalternativesinnextweek‘sclass.)—TargetPointorExpectedDeal.•Aninstrumentaldevice.Forexample,aclaimclaimedforitsutility(效用；用途）inachievingsomethingelse.•Anultimateinterest.Forexample,aclaimclaimedforitself.Canyouprovideanexampleofaclaimthathasnosignificancebeyonditsownachievement?1111PositionAnalysis12V.Assesstheinterestsofbothparties:Assessthetrueissuesinthenegotiation.Itisimportanttodistinguishbetweentheunderlyinginterestsanddesired.Aninterestiswhateachsideactuallydesireseventhoughitisunstated.（潜在利益）1.Interestsaretheunderlyingconcerns,needs,desiresorfearsbehindanegotiator'sposition.Byuncoveringaparty'sinterests,anegotiatormayopenupthenegotiationforcreativeproblemsolving.132.Oneofseveralhelpfuldistinctionsisbetweenobjectiveinterests(whatisgoodforsomeone)andsubjectiveinterests(whatsomeonewants).Hesuggestsusingtheterm“motivation“(动机）,tomeansubjectiveinterests,mayprovidemoreclaritythanthetheterm”interests”whichcouldmeaneitherobjectiveorsubjectiveinterestsorboth.Elementsofinterestaretheunderlyingconcerns,needs,desiresorfearsbehindanegotiator‘sposition.—欧莱雅的例子—保湿、润肤、美白和抗皱1414InterestAnalysis15VI.Assesshowimportanteachissueistoyouandtoyouropponent.Alternatives,interestsandtheirrelativeimportanceprovidethebuildingblocksofnegotiations.Effectivetrade-offscanbeaccomplishedbyconcedinglessimportantissuestogainmoreimportantissues.–Whattokeepandwhattogiveup（芝麻西瓜）16ExpressionsonNegotiation•Bargain,negotiate,talkandhaggle–Haggle–tohaggleoverthepriceofsth.e.g.1.Wearenotusedtohagglingoverprice.2.Thefarmerhaggledoverthepriceofthecattle.–Tohaggleaboutsth.E.g.Weneverhaggleaboutprinciple.