Price wars are the norm today, not the exception. Procurement teams are under relentless pressure to slash costs, competitors are aggressively undercutting prices, and customers are demanding more value for less money. If you don't negotiate strategically, you risk losing deals to rivals ready to offer deep discounts or superior advantages.

价格战是当今的常态，而不是例外。采购团队面临着削减成本的无情压力，竞争对手咄咄逼人地压低价格，而客户则要求花更少的钱获得更多的价值。如果不进行策略性谈判，就有可能将交易拱手让给随时准备提供超低折扣或卓越优势的竞争对手。

The reality is simple: if you don't master price and value negotiations, your competitors will.

现实很简单：如果你不掌握价格和价值谈判，你的竞争对手就会掌握。

This 1-day "Price and Value Negotiations" training will equip you with the critical skills to navigate high-stakes price negotiations, even when competitors seem to hold the upper hand. You'll learn to uncover hidden buyer motivations, defend your value, and push back against aggressive cost-cutting demands. Through hands-on exercises, case studies, and role-playing, you'll develop tactics to hold your ground and avoid being squeezed into unprofitable deals. 

为期一天的"价格与价值谈判"研修班将使您掌握关键技能，即使在竞争对手似乎占据上风的情况下，也能在高风险的价格谈判中游刃有余。您将学会发现隐藏的买方动机，捍卫自己的价值，并回击咄咄逼人的成本削减要求。通过实践练习、案例研究和角色扮演，您将掌握坚守阵地的策略，避免被挤压到无利可图的交易中。 

Key takeaways include:

主要收获包括：

1）Uncover hidden buyer motivations and leverage them to your advantage

    发现隐藏的买家动机，并将其转化为您的优势

2）Articulate your value proposition with clarity and confidence

    清晰、自信地阐述您的价值主张

3）Develop persuasive arguments to justify your pricing and overcome objections

    制定有说服力的论据，证明定价合理并克服异议

4）Negotiate effectively and assertively while maintaining strong customer relationships

    在保持稳固客户关系的同时，进行有效、果断的谈判

5）Identify and exploit competitive advantages to differentiate yourself from the competition

    确定并利用竞争优势，在竞争中脱颖而出

By the end of the training programme, you shall be able to:

在本课程结束后，学员将能够：

1）Master value-based negotiation by shifting discussions from price to value and differentiating from discount-driven competitors,

    掌握以价值为基础的谈判，将讨论从价格转向价值，与以折扣为导向的竞争对手区分开来；

2）Confidently handle price pressures by countering procurement-driven cost cuts and defending margins without losing deals,

    应对采购驱动的成本削减，在不失去交易的情况下捍卫利润率，从而自信地应对价格压力；

3）Uncover hidden buyer motivations using advanced questioning to reveal decision drivers and outmaneuver competitors.

    利用进阶的提问方式挖掘隐藏的买家动机，从而揭示决策驱动因素并击败竞争对手。

What is Negotiation | 谈判是什么

• Getting others to give you what you want, by giving them what they want | 通过给对方他们想要的东西以让他们给你所要要的东西
• What exactly do you want? What happens when you can't get what you want? | 你要什么?如果得不到会怎样?
• What do they want? | 对方要的是什么?如果对方得不到优惠怎样?
• Price vs Value vs Cost | 价格 vs 价值 vs 成本
• Value-based pricing | 基于价值的定价
• Key negotiation concepts e.g. BATNA, ZOPA etc. | 主要谈判概念，如 BATNA、ZOPA 等。
• Activity: 3-way negotiations | 活动:：三方谈判

 Negotiation Frameworks | 谈判模型

• Using the Kraljic matrix to understand how procurement should categorize different types of sellers | 使用 Kraljic 矩阵了解采购应如何满足不同类型卖家的需求 
• Discussion for sales which category do you think you belong to? How should readjust your negotiation strategy? | 销售的讨论：你认为自己属于哪一类？应如何重新调整谈判策略？

Know yourself, your negotiating partner and the alternatives | 知己知彼，百战不殆

• What are the Hot Buttons of the other party | 对方有哪些热键
• How do you compare with the alternatives | 你如何与替代品对比
• Mapping the strategies needed for to improve your position | 如何按照上述分析改善你的谈判情况
• Exercise: Hot Button Competitive Analysis based on a Case Study | 活动：按照案例进行热键分析
• Group discussion: Based on the cases given, discuss from the perspectives of buyers and sellers and map out your negotiations matrix. Compare your conclusions | 小组讨论：根据给出的案例，从买方和卖方的角度进行讨论，并绘制谈判矩阵图.比较您的结论

Asking Questions in Negotiations | 谈判中的提问技巧

• Why do you need to ask questions | 如何提问以找寻客户的需求
• 5 key questioning techniques to find out hidden needs and gaps | 5种提问方式以了解对方的隐藏需求及差距
• Exercise: You used to supply to a customer and they recently asked you for a steep discount. If you don't agree to the price, they will switch to your competitor. How would you ask questions to support your negotiation | 练习：您曾经为一家客户供货，他们最近要求您提供大幅折扣。如果你不同意这个价格，他们就会转向你的竞争对手。你将如何提问以支持您的谈判
• Negotiations Role Play: In pairs, role play the above scenario | 谈判角色扮演：两人一组，扮演上述情景

Negotiations Role Play | 团队谈判演练 

• Role Play Case : Your customer's procurement told you they have a mandatory 10% price-down while adding more stringent demands for all suppliers. How would you want to negotiate a solution that is mutually acceptable | 角色扮演：你的客户的采购部门告诉你，他们必须降价 10%，同时对所有供应商提出更严格的要求。 你想如何通过谈判找到双方都能接受的解决方
• Debriefing on Negotiation role plays | 提问演练点评

Programme Wrap Up & Evaluation | 课程总结 & 培训反馈 

This training consists of a lively series of short participative lectures conveyed using plain uncomplicated explanations. Learning will be facilitated through exercises and case studies. Ample seminar materials will be given to participants so that these will be a constant source of reference to them. Ample time will be allotted for group discussion. 

本课程包含一系列生动翔实的参与性讲解，说明和解释通俗易懂，训练和案例贯穿始终，学员还会获得大量的讲座材料，作为日后的常用参考资料。讲座还将为小组讨论作出合理的时间安排。本课程让您能够把所学到的知识立刻运用在工作上。

This training is designed especially for sales and other people who face unique negotiation challenges in China or Asia, and are looking for practical ways to achieve better negotiating outcomes.

对自己此前所参加的所有谈判培训均感到不尽如人意、期望获得具有实效、切实可行结果的经理及员工。