new insights into business teachers book (835558), страница 28
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A senior sales executivehas arranged to meet the purchasing manager of aEuropean manufacturer of electronic components tonegotiate prices and delivery arrangements.NotesConducting a negotiation in a foreign language is acomplex activity that requires a combination of listeningand speaking skills. For any negotiation to succeed, eachside must not only have a clear understanding of whatthe other side is proposing but be able to presentconvincing arguments in support of their own positions.Agreements usually involve a degree of compromise witheach side making concessions which are usuallyaccompanied by conditions.
The following guidelineswill help you adopt the right general approach duringthe negotiation. A selection of words and phrases youcan include at different stages of the process follows.ListeningAdopt an active approach to listening during the roleplay by maintaining eye contact and an interestedexpression. Use appropriate body language to showacknowledgement of what is being said (i.e. nodding,smiling). Take opportunities to summarise the argumentsof the other person to confirm your understanding andask for clarification when statements are vague orambiguous.
For negotiation to be successful both sidesmust have the feeling that they can trust each other.Establishing such a relationship is the first priority.SpeakingIt is important that you speak slowly and clearly andexplain exactly what is involved in what you areproposing. Invite the other party to respond to yourproposals by asking them for feedback.Useful words and expressionsOpening a negotiation:I'd like to start with ...The first thing I would like to discuss is ...It seems best to start with ...Putting forward a proposal:What we are proposing is ...We are offering...I think we could give you ...Agreeing with a proposal:That’s fine/OK by me ...I would accept...That's exactly what we are looking for ...Disagreeing with, or refusing a proposal:I'm afraid that’s not exactly what I had in mind.That's not how we see it.I can't accept that.That’s out of the question.Imposing conditions:We would agree to that but only i f ...We can't accept that unless ...That would be on condition that...We would be prepared to ...
provided ...Asking for clarification:Could you be more specific?What exactly are you proposing?Can you be more precise?Summarising what has been said:So, what you are saying is that...If I've got this right, you are suggesting ...Correct me if I'm wrong but are you saying that.Am I right in thinking that...?Postponing a decision or playing for time:I'm afraid we will need more time before we cana decision.I don't think we can commit ourselves just yet.I ’ll have to get back to you on that.Concluding a deal:It's a deal.You’ve got yourself a deal.76Pearson Education Limited 2000UUnit 6 - Role-play exerciseThe role cardsPurchasing ManagerYou are Kim Bardy the Purchasing Manager for Teknotronik, a European manufacturer of a range of consumerelectronics and you wish to purchase a quantity of LEDs (light emitting diodes).
You have arranged to meet DaveSullivan, a sales executive of LaserLite, an American manufacturer of LEDs, in order to discuss your order.Details Your Production Manager has informed you that he will require different quantities of LEDs (shown in the tablebelow) and has given you a schedule for delivery dates. He has also indicated that he will probably need to re-orderboth blue and white LED's in the near future.The target prices per LED that you would be prepared to pay are shown in the table below which also shows (as'competitor's price') the prices that your company paid six months ago for LEDs bought from Electrotec, an Asiancompany. However, you were not satisfied with the quality, technology, and delivery times and are not repeating yourorder.
You realise that it may be necessary to pay more for American LEDs which feature the latest technology. Youwould prefer to arrange for staggered delivery of the LEDs, receiving them in batches of 10,000 per month. Deliverywould be FOB and invoices would be sent monthly. Conduct the negotiation and remember that, if you reach anagreement, you would prefer to arrange payment at 45 days.BlueWhiteRedGreenQuantities20,00030,00050,00050,000Delivery scheduleurgent (10k within 3 weeks)within 3 months (10k within 4 weeks)quite urgent max 2 (total within 8 weeks)quite urgent max 2 (total within 12 weeks)BlueWhiteRedGreenTarget price per LED (prices in euros, FOB)7 (target price)5 (competitor's price)751.500.8075Sales ExecutiveYou are Dave Sullivan, a senior sales executive of LaserLite, an American manufacturer and importer of LEDs (lightemitting diodes) and other electronic components. You have arranged to meet Kim Bardy, the Purchasing Managerof Teknotronik, a European manufacturer of electronic components.
Ms Bardy has informed you that she is interestedin obtaining a quote for an order of blue, white, red and green LEDs.Details Teknotronik have given you quantities of LEDs they require (shown in a table below) together with a schedulefor delivery dates. The prices that you would be prepared to sell at are set out in another table below: You will needa minimum production time of 4-6 weeks before delivery.
You would also prefer to make one delivery for the totalamount with an invoice for payment at 30 days. However, this is negotiable.Conduct the negotiation with Kim Bardy. Remember that you usually offer a gesture of goodwill to new andpotentially interesting customers. This could be to give a greater price quantity discount than the one correspondingto an actual order. For instance on a single order above 30k for Green LEDs you might offer to sell them at 7 eurosper unit instead of the listed price of 8 euros.Quantities requiredBlueWhiteRedGreen20,00030.00050.00050.000Delivery schedule requiredurgent (10k within 3 weeks)within 3 months (10k within 4 weeks)urgent (total within 8 weeks)urgent (total within 12 weeks)Prices per LED (prices in euros, FOB)Quantity(0-1 k) (1-10k) (10-30k)Blue141210White141210Redn.a.1.501.0Green141210© Pearson Education Limited 2000(30k +)880.908PHOTOCOPIABLE77■ Unit 6 - Role-play exerciseThe role cardsr————————————————————————"yj The ChairpersonStudy the language of chairing a meeting carefully and| be ready to fulfil your role as the organiser of the| meeting.
Prepare a short introduction about the benefitsj of performance-related pay.| You must convince the participants that it is a positivej move for your company, and develop some arguments[ to this effect, for example:j • Increased competition leads to an increase iniefficiency.i • It discourages absenteeism.I • It has a motivating effect.| • It provides an opportunity to reward individual[achievement.I You will accept some of the compromise suggestions put| forward and delegate the organisation of these 'action| points' to the relevant people.i Fix a date and time for the next meeting to discussI progress on agreed action points.____r ——————————————————————————————————————-Уj The Human Resource ManagerOpinionsi You have mixed feelings about this proposal and arei undecided.
Among other things, it will mean ani increased workload for your department. You feel that[ very clear specifications need to be drawn up re-gradingj performance goals, and you are very concerned aboutii assessment methods.j SuggestionsI A series of meetings with the other managers to decidej on a systematic method of establishing objectives as well[ as clear criteria for evaluation.! AttitudeOpen to opinions and suggestions which will help youdecide.yjo€ !ii!!jIi!I|!iiiThe Trade Union RepresentativeOpinionsYou strongly disagree.
You are particularly concernedabout an unhealthy emphasis on individual achievement.You feel that the senior reliable and steady workers willearn less than their younger and more dynamiccounterparts.SuggestionsYou would reluctantly accept an evaluation of teams andteamwork rather than individual performance and wouldfavour giving 'team supervisor' titles to older members ofthe factory staff.AttitudeYou will insist on obtaining the above conditions beforenegotiating with the workers on behalf of themanagement.78The Production ManagerOpinionsYou are very much against this proposal.
You feel it willcreate an over-competitive attitude and have acounterproductive effect on output.SuggestionsYou would reluctantly accept a trial period of, say, sixmonths with a guarantee that the idea will definitely bedropped if the trial proves unsuccessful.AttitudeYou stand firm on your opinion but you would accept areasonable compromise if the Trade Union representativethinks it will be acceptable to the workers.The Sales ManagerOpinionsYou think it is an excellent idea.
You've been workingsuccessfully with a 'bonus for good performance'schemewith the sales people for the last five years. TheChairperson knows your opinion, has already asked foryour support and expects you to help him/her convincethe others of the benefits.SuggestionsYou would be willing to collaborate closely with theHuman Resources Manager on the best methods ofputting performance-related pay into practice at all levelsof the company. You advocate using the services of aconsultant who specialises in the application of thismethod of payment into companies such as yours.AttitudesYou are strongly opposed to the opinion of people whowon't accept innovation and change, and you will arguefirmly for what you see as a positive move for thecompany.Writing the MinutesUsing the notes you took at the meeting, write up theMinutes.
Remember the Minutes of a meeting shouldinclude:• a summary of the Chairperson's introduction• a summary of the opinions and suggestions madeby the participants• the action points that were decided upon• the people responsible for carrying out the actionpoints• the deadlines that were fixed• the date and time of the next meetingThere is a photocopiable model set of Minutes onpage 86.© Pearson Education Limited 2000PHOTOCOPIABLEU nit 7 - Writing m odelLetter asking for SponsorshipPEOPLE IN NEEDPO BOX 103LONDON NE2 5CRDear Ms Hayden,I am a member of a team in charge of fundraising for thewell-known and popular charity in our town 'People in Need'.We are currently working on a new action which will providea hot meal service to old and disabled people in the area.We feel sure that you will welcome an opportunity to supportsuch a deserving and important cause.The first delivery of hot meals is programmed for Christmasweek. The local press has already agreed to give usextensive media coverage and is especially interested inprofiling sponsor companies.
We have two vans at our disposaland we intend to feature sponsors' names on these too. Ifyou agree to become part of this project, it will be of nosurprise to the people of our town. Since setting up here,you have been much admired for your work in the community.Your customers, staff and shareholders have becomeaccustomed to seeing your name connected with charitablecauses such as ours. Indeed many of the people who willbenefit from our new service are in fact relatives of yourpresent staff and actual or potential customers.We therefore feel confident that you will want to contributeto the success of our project.'Our team are at your disposalto discuss the particulars with you in detail.
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