Eloquence Psychological Manipulation: Improving Language Ability and Improving the Quality of Life

Chapter 22 Psychological Manipulation Techniques in Negotiations: Every Word Makes the Other Party Powerless to Fight Back (2)
The key to Adamson's effortless success lies in his understanding of the negotiating partner. He started from Eastman's office and cleverly said a few words of kindness to Eastman's mind.This greatly satisfied Eastman's self-esteem, and he was regarded as a bosom friend. At this point, is there any suspense about whether the business will be successful?
Negotiation is an art, and it takes more skill to be able to speak words of interest to others.The words of a person who is good at negotiating art seem to be cut out of the human heart, which makes people feel comfortable but not artificial.

5. Effective use of threats

Threats can often be seen in the negotiation process, the only difference is that sometimes they are very effective, sometimes they have no effect at all; sometimes the effect is obvious, and sometimes the effect is not apparent; Some people are not so good at it.But in any case, threat strategy is a very important skill in negotiation, as long as it is used properly, it can fully achieve the expected purpose.

Iacocca is one of the giants of the American auto industry. He had previously worked for Ford Motor Company and later took over the troubled Chrysler Motor Company.When he first arrived at Chrysler, faced with this already riddled mess, Iacocca believed that the wages of workers must be reduced to effectively relieve the pressure on the company.So he first reduced the salaries of senior staff, only paying them 90% of the original salary, and reduced his own salary from the original 36 US dollars to 10 US dollars.Iacocca's move made the senior staff very admired. Therefore, the salary cut of the senior staff went very smoothly, and everyone basically had no complaints about it.

Next, Iacocca continued with his plan to cut wages, telling union leaders: "There is no $20-an-hour job now. There is only $17-an-hour work here. You notify the workers that the situation is critical. Just like I am pointing a pistol at your heads, you should think about what to do."

Iacocca's decision was not recognized by the union, because the workers could not accept the $17 an hour wage, and the two sides began a year-long negotiation for this.The trade unionists listed many reasons, such as the hard life of most workers, the whole family depends on their wages to live; the price has risen, if the wages are lowered at this time, the life of the workers will be more difficult, etc.

Iacocca repeatedly emphasized the company's current predicament, and hoped that everyone could understand the company's decision. This is also a last resort. Once the company's situation improves, it will definitely increase the wages of the workers immediately.However, Iacocca could not convince these very stubborn workers no matter what.So, Iacocca thought of a last resort.

On a winter night, Iacocca told the union's negotiating committee: "I want you to make a final decision tomorrow morning. If you don't help me, I'm sorry. I'll make it public tomorrow morning." Declare the company bankrupt, at that time it will not be me who is in pain, but you. I will give you a few more hours to think about what to do, and you will know for yourself.”

All the workers panicked now.Once the company goes bankrupt, you will become unemployed and your life will be more difficult.Although the salary of $17 an hour is indeed less than before, at least it can maintain a basic life.At present, the economy is not booming and the national unemployment rate is increasing. Under such circumstances, it is already very good to have a stable job, not to mention that the current wage level is not too low.Thinking of this, they had to compromise and agreed to the conditions proposed by Iacocca.

In fact, Iacocca would not necessarily declare the company bankrupt, because it would be harmful to himself, but in the face of the situation at the time, in order to end the negotiations as soon as possible and make the results of the negotiations in line with his own Requirements, he can only use this threat strategy.

The biggest advantage of the threat strategy is that even if the other party is reluctant, he must weigh the pros and cons and re-choose conditions that are beneficial to him. This choice is often what you ask of him.

6. Fight for every inch of land and never give in

"Never give in, unless exchanged", this is one of the most basic negotiating principles. "Concession" is a very sensitive word in negotiations, although it is extremely common in negotiations.However, for negotiators, the word "concession" cannot exist in their subconscious mind.When you encounter difficulties, you think of making concessions. Over time, making concessions becomes a habit for you. At this time, your determination and confidence to achieve the established goals are easily weakened or even shaken.Negotiating with others with such a mentality is bound to be at a disadvantage.

As a negotiator, you should be very clear that if you make a concession first, you will fall into a passive position. Once you are passive, you will be firmly bitten by your opponent, and you will become more and more passive.

At the negotiating table, if you always want to rely on your own concessions in exchange for concessions from your negotiating opponent, the final result may make the other party think you are weak, and thus intensify your efforts to extract greater benefits.Therefore, when you have to make concessions, you should not give in first, but do everything possible to make the other party give in first.Never give in unless it is an exchange.

During a negotiation between Chinese and American companies on the purchase of equipment, the US side put forward a very high quotation, which far exceeded the value of the equipment itself.The Chinese company naturally disagreed, because according to the historical materials in the hands of the Chinese side, the American company once sold this equipment to a Hungarian merchant at a price less than half of the quoted price.However, the attitude of the United States is very tough. After making a concession of 50 US dollars, it still did not get the consent of the Chinese side, so the US feigned anger and threatened that they could only drop another 10 US dollars. It fell through, and they set off for home immediately.The Chinese representatives were not intimidated by the US's bluff, nor did they make concessions under the threat of the US. The Chinese side also had reasons to reject unreasonable transactions, so they insisted on asking the US to adjust the price again.

Seeing that the Chinese company had no intention of making concessions, the US representative returned home the next day.In this seemingly unhappy situation and the negotiations have reached a deadlock, the representatives of the Chinese company behaved very calmly. They were not disturbed by the sudden departure of the American company. "Never give in" means to force China to submit.Of course, the Chinese representative is well aware of this method, and he is also using his own way to deal with his own body.A few days later, seeing that the Chinese company had no intention of compromising, the American company finally lost its composure and returned to the negotiating table.At this time, the Chinese representative had already seen the vacillation and impetuosity of the US side, and did not want to waste any more time, so he showed the card of the US side's previous equipment transaction price, and proposed a price that he thought was reasonable.Under such circumstances, the U.S. also tried to quibble and insist on factors such as rising prices, but the Chinese side was resolute and would never make concessions on the proposed price. Agreed to the quotation of the Chinese company.

As the negotiators of both sides of the negotiation, they must know all the skills involved in the negotiation well, but while using these skills, they must also grasp the psychology of the other party. The same skills used on the same negotiating table will also produce different results. Effect.Often whoever can not compromise and persist until the end is the real winner.

Therefore, if you can't get any return or can't get reasonable conditions, you must never make concessions easily. This is a basic principle in negotiation, and it is also a necessary condition for disintegrating the other party's psychological defense. An important magic weapon.

7. Use the other party's interests as bait
"The prosperity of the world is all for profit; the hustle and bustle of the world is for profit." Sima Qian once said such a sentence in Shiji, which accurately expresses the essential characteristics of people's pursuit of interests.Today, the negotiating table where you come and go and fight with each other, it is a concentrated reflection of this human nature.

Bad negotiators only show human nature, but smart negotiators are good at exploiting human nature.Don't think that this is just a difference between a few words, but the situation inside is very different.Only knowing how to express human nature means that he only cares about pursuing his own interests; but knowing how to use human nature means that he is using the interests of the other party as bait to achieve his goals affectionately.Although the goals of the two are the same, the final results are often very different due to the different methods used.From the perspective of negotiation practice, it is more conducive to promoting successful cooperation between the two parties to actively point out the interests of the other party and let the other party know the benefits that this negotiation will bring to him.

There is a company that is mainly engaged in the production of light bulbs. Because the company is newly established, the products have not yet formed a brand effect and do not have an advantage in price, so the sales are not very good.So the chairman personally went to various places for sales promotion, hoping to actively cooperate with various agents to successfully open up sales for their products, and even fully occupy the market.

On this day, the chairman called all the agents together, recommended the company's new products to them, and conducted cooperation negotiations by the way.During the negotiation process, the chairman told the agents: "After years of research and development, our company has finally completed the trial production of this new product. Although it cannot be called a first-class product now, I still Please come to our company to order this new product at the first-class product price."

Immediately, there was an uproar in the audience: "Is there any mistake? Since it is a second-rate product, why should we ask us to buy it at a first-rate price?"

The chairman went on to say: "I am not mistaken. We all know that in the current light bulb manufacturing industry, there is only one company in the country that can be called the first-rate, and they have monopolized the market as a whole. At this time , even if they raise the price of the product at will, people will still buy it, won't they? Wouldn't it be a good thing for everyone if there is a new product in the market with better quality and cheaper price? Otherwise, people would still buy it It needs to be purchased according to the high price set by that manufacturer and then distributed, so the profits obtained are very limited.”

At this point, all dealers nodded in agreement.The chairman continued: "Tyson can be said to be invincible in the boxing world. In this way, due to the lack of a real powerful opponent, it is difficult for the audience to see a comparable and exciting boxing match. At present This is also the case in China's light bulb industry. At this time, if there is a company with the same strength as that big company to compete with it, it will directly lead to a reduction in product prices, and dealers will be able to get more profits from it."

"Then why the company can only produce second-rate light bulbs now? It's just because the company has just been established, so there is not enough financial resources for technological transformation and breakthroughs. But if everyone is willing to help with the price of first-class products Come to buy our company's products, we will soon be able to raise enough funds for technological transformation. I believe that in a short time, our company will be able to manufacture first-class products and put them on the market. By that time, everyone here will be the most direct beneficiaries."

As soon as the chairman's words fell to the ground, they were covered by bursts of warm applause.In this way, the negotiation ended smoothly in a pleasant and enthusiastic atmosphere, and the light bulb factory became the biggest winner.

Although the quality of the product is not the best, asking the other party to buy it at the highest price sounds a little weird, making people feel like this kind of business is definitely no one wants to cooperate with it.But what is even more incredible is that such a request can be accepted by everyone, from which we can see the huge temptation of interests to people's psychology.It was the chairman who used the interests of the other party as a bait to promote the final success of the negotiation.

8. Master the psychological needs and achieve the purpose of negotiation
The famous American negotiator Herb Cohen described a very interesting thing he personally experienced in his book "Negotiation and Life":
Herb Cohen is on vacation in Mexico with his wife.One day, the weather was very hot, and he was walking alone on the street. A local peddler was selling some local specialty shawls and blankets: "1200 pesos (the peso is the currency unit of Mexico)!" Who was he shouting at? What?" Herb Cohen thought, "It must not be calling at me. First of all, he doesn't know that I am here for tourism, and second, he must not know that I am paying attention to him." So he walked quickly from the vendor. Walked by and told him: "I don't want a shawl blanket, you can sell it elsewhere!"

The peddler nodded to show that he understood.

Hob Cohen then walked forward, and heard footsteps behind him again. It turned out that the peddler had been following him.The peddler shouted, "Okay, 1000...800 pesos."

At this time, Cohen quickened his pace, and the vendor followed suit, but his asking price has now dropped to 600 pesos.Herb Cohn had to stop at the corner of the street because of a red light.The peddler was still shouting: "600, 600 is fine... 500, 500 pesos... ok, ok, 400 pesos."

When the light turned green, Cohen quickly walked across the road, hoping to get away from the vendors.Just as he was about to look back, he heard the peddler's cry: "Sir, sir, 400 pesos!"

Cohen, feeling tired and hot, turned to the vendor and said angrily, "I told you I don't want it. Don't follow me!"

"Well, you win!" said the peddler. "It's only 200 pesos for you!"

"What did you say?" Although Cohen didn't intend to buy a shawl, he was still surprised at the price quoted by the vendor.

"200 pesos!" the vendor repeated.

After some haggling, the final transaction price was 170 pesos.

Then the peddler said to Herb Cohen: "In the history of Mexico, the person who bought a shawl at the lowest price was a tourist from Canada. He spent 175 pesos, and his parents were both native Mexicans; but you For just 170 pesos, this is a new record for a shawl in the history of Mexico.”

After returning to the hotel, Cohen proudly showed off his achievements to his wife: "You must be very proud of this miracle! A local negotiator offered 1200 pesos, but an international negotiator is just going on vacation with you." This man bought this beautiful shawl for only 170 pesos!"

The wife laughed and said: "This is really a very interesting thing. I also bought a shawl that is exactly the same, but it only costs 150 pesos, and it is hanging in the cabinet now."

The key to this Mexican peddler's success in persuading a master international negotiator is that he firmly grasped the other party's psychology.He adopted a high starting point and low pricing method for the price, starting from the price of 1200 pesos, but kept actively lowering the price, so as to firmly arouse the appetite of the other party.In the end, a person who didn't want to buy a shawl couldn't help being tempted, but willingly paid for it, feeling that he had gotten a great deal.This peddler's accurate grasp of consumer psychology is worth learning for every negotiator.

(End of this chapter)