论国际商务谈判中的语言技巧

绵阳师范学院

本科生毕业论文（设计）

题 目 专 业 院 系 学 号 姓 名 指导教师 答辩时间 On Language Skills in International

Business Negotiation

论国际商务谈判中的语言技巧

商 务 英 语 外国语学院 0605410131 唐 亚 男 杨 绍 江 讲师 二○○九年十二月

论文工作时间： 2009年 9 月 至 2009 年 11 月

论国际商务谈判中的语言技巧

指导老师：杨绍江 学 生：唐亚男

摘 要：商务谈判的过程是谈判者的语言交流过程。事实表明，商务谈判的语言

运用，可有效减少谈判过程中的失误，是解决国际贸易商务中谈判问题的主要工具，关系谈判的成败。因而在商务谈判中如何恰如其分地运用语言技巧，谋求谈判的成功是商务谈判必须考虑的主要问题。本文将结合作者本人在商务方面积累的经验和心得体会，探讨商务谈判语言的运用原则与技巧，分析语言针对性，委婉表达，灵活应变等技巧的特点与实用性。

关键词：商务谈判；语言运用；原则与技巧

On Language Skills in International Business

Negotiation

Supervisor: Yang Shaojiang

Undergraduate: Tang Ya’nan

Abstract: Business negotiation is the process of language communication, Facts have shown that the research on negotiation skills will help to make fewer mistakes in international business negotiations, and it is a powerful weapon helping to win the negotiations. Therefore, the problem of how we can appropriately use language skills in business negotiations should be taken into consideration in the first place. Combined with personal experience in business negotiation, this thesis explores the use of language principles and skills, analyzing the characteristics and usage of pertinence, euphemistic expressions, quick-witted reflexes and the like.

Key Words: business negotiation; use language skills; principles and skills;

Contents

Introduction .................................................................................................................... 1 1. About business negotiation ........................................................................................ 1

1.1 Definition .......................................................................................................... 1 1.2 The process ....................................................................................................... 1 1.3 The significance ................................................................................................ 2 2. Language skills in business negotiation ..................................................................... 2

2.1 Language principles ........................................................................................... 3

2.1.1 Pertinence ...................................................................................... 3 2.1.2 Euphemistic expressions ......................................................................... 3 2.1.3 Quick-witted reflexes .............................................................................. 3 2.1.4 Objectivity............................................................................................... 4 2.1.5 Logical lines ............................................................................................ 4 2.2 Language skills ................................................................................................. 4

2.2.1 Questions................................................................................................. 5 2.2.2 Humor ..................................................................................................... 5 2.2.3 Implication .............................................................................................. 5 2.2.4 Respect culture differences ..................................................................... 6

Conclusion ............................................................................................................ 6 Bibliography .................................................................................................................. 7 Acknowledgments.......................................................................................................... 8

Introduction

In order to give full play to language’s advantages so as to increase the success chances in international business negotiations. This thesis gives accurate definition of business negotiation and introduces to readers the process as well as the significance of negotiation in the first part.. The second part mainly talks about language skills in business negotiation by details. Of course a simple thesis is definitely not enough to get us full prepared for business negotiations, it can not cover every aspect, business negotiation needs preparation of both psychology and practical experience. this thesis is just for suggestion. Hopefully it will be a helping hand in international business negotiations.

1. About business negotiation

To ensure better performance in negotiation, there are three questions we must figure out in advance: What is business negotiation? What should we do in every step in the whole negotiation process? Why is business negotiation so important to business transactions? Only by making these questions clear can we put ourselves in active position. Accurate definition of business negotiation helps us to keep the ultimate goal in the first place and the routine process is like road sign, reminding us of the direction we should follow. While the significance is the motivation like faith in heart which we can’t afford to lose. The following are the answers to these three questions.

1.1 Definition

Business negotiation is the bargaining (give and take) process between two or more parties (each with its own aims, needs, and viewpoints) seeking to discover a common ground and reach an agreement to settle a matter of mutual concern or resolve a conflict. ( Longman Dictionary of English Language & Culture )

1.2 The process

Business negotiation process basically consists of three phases; they are opening phase, consultation phase and closing phase. (Each with its own detailed phases)

Opening phase

The basic task of opening: Consultation on general rules Creating appropriate atmosphere Opening statement

Consultation phase

The basic task of consultation: Determining offer standard

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Selecting offer time Transaction Closing phase

The basic task of closing: Noticing transaction signal Showing turnover intention Checking contract terms

1.3 The significance

There are commodities everywhere in the world, and businessmen from different corners of the world run for them, they can buy anywhere they would like to in order to achieve the greatest profit ,but how can we make sure that they buy from us? By cutting the prices or offering better service? they may work, but with no guarantee. To make sure of that we’ll have to negotiate. international businesses are mostly achieved through various forms of negotiation, The content of International Business includes not only commercial and technical aspects, but also law and policy issues, it is a piece of policy-oriented, strategic, technical and highly specialized work .for different forms of negotiations we’ll have to make exact preparation and investigation to ensure that we are familiar with the issue we talk about. Therefore, simply mastering professional knowledge is definitely not enough for top leaders,, a solid language foundation and good language skills are badly needed.

I was totally a green hand in business negotiation two years ago, it was rather difficult to negotiate without any language skills. With time passing by, my experience accumulates, I have realized the great significance of language skills in business negotiations, people say that “successful business negotiation is the result of the excellent use of language arts” and I believe it’s true.

2. Language skills in business negotiation

Through out history, weapons have been used to win battles, but battles are probably provoked by words. In today’s peaceful world, weapons are no longer welcomed, but the art of language remains. Instead of competing in the battle field, people nowadays do in business field, and language art is undoubtedly the most powerful weapon made from historical remains and personal experience. Those who accumulate rich language skills are always the ones who stand out in the fierce competition.

On the basis of a clear mind on the definition, process and significance of business negotiation, we’ll have to use language skills as a powerful weapon to make our words more convincing and efforts more effective. Meanwhile, proper usage of language skills increases pleasure of negotiation. On the other hand, the implicit

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language principles require our words to contribute to the success of negotiation. Neutralization of strict language principles and relaxing language skills ensures that the negotiation goes on in optimum atmosphere.

2.1 Language principles

Language principles basically consist of five aspects: they are pertinence, euphemistic expressions, quick-witted reflexes, objectivity and logical lines. Of which pertinence and quick-witted reflexes comparatively play more important roles, the other three help to make the negotiation more smooth and proposals more acceptable. 2.1.1 Pertinence

In business negotiations, the goal is to sign the contract, this requires negotiators to aim at the transaction part, which we call “pertinence”. Here we mainly talk about language pertinence, proper use of language pertinence will help negotiators accurately express their wishes and requirements, to make sure of this, full consideration should be given to the negotiation opponent's personality, emotions, habits, culture, and differences in demand. but language pertinence doesn’t mean that the words should always be brief. For example: for hot tempered and frank opponents, using brief language will absolutely be welcomed; and for slow talkers, a long conversation might be better.

Failure of language pertinence will probably make the opponent bored, vague and wordy language also easily results in doubt and decrease of credibility from the opponent. And negotiation obstacles could be rooted at the same time. Therefore, strong language pertinence is required to ensure the success of negotiations. 2.1.2 Euphemistic expressions

During the negotiations, too much of pertinence could make the words too direct, which may easily results in resistance, euphemistic expressions should be used to make your ideas more acceptable. For example, while rejecting the other’s requests, you can say: \"there’s a point in what you said, but a little bit different from the actual situation\" and then seamlessly put forward your point of view. In this way, the opponent will not be embarrassed; instead, he will calmly listen carefully to your point of view. In the meantime, negotiating experts always strive to disguise their own views as the other’s by way of euphemism in order to be more convincing. Before they state their own proposal they will ask their opponents how they will solve the problem. If the proposal matches their own one, they will make the opponent believe that it is his point of view. In this way, the negotiating opponent will feel respected, he would think that to oppose this proposal is to oppose his own one, which can easily reach an agreement for successful negotiations. 2.1.3 Quick-witted reflexes

Negotiating situations are unpredictable; any embarrassing encounters could

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occur at any moment, this requires that the negotiators must have quick-witted reflexes packed with emergency measures to get out of the trouble. When confronted with an immediate choice you have to make, if you say: \"Let me think about it,\" or \"it is difficult to decide\" and other similar language, the opponent will perceive you lack of assertiveness, resulting in psychological disadvantages. In this situation you can look at your watch, and then politely tell the other: \"I'm sorry, it’s 9 o'clock now, and I have to make a phone call to my friend as promised, please wait for five minutes.\" So, you have a very decent excuse to win the five-minute time to make a decision.

Quick-witted reflexes also imply the opponent that you are quite experienced, and usually people would like to do business with experienced ones, their survival in the fierce competition reflects that they are sincere, their products and service are satisfactory. Otherwise, they would have been eliminated long before. 2.1.4 Objectivity

Business Negotiation language should be objective, or the opponent will feel that you are not sincere, serious, rigorous and worthy of full trust. and thus loses interest in cooperating with you. using unconfirmed information will also leave the opponent your weak points to attack you.

Objectivity comes from full investigation and accumulation in business field, exaggeration and imagination can lead to failure of objectivity and even blow up the whole negotiation. that is to say if you are not sure about the information you are going to give, don’t say it. doubt could be rooted from the moment your opponent finds out the information you give is unreal. this works no matter the negotiation is successful or not, because sincerity is the bridge for long-term business relationship. 2.1.5 Logical lines

My experience tells me that words without logic reveal unconfident and unsure in one’s own products, how can you make others confident about you while you are not confident yourself? let alone leading to signing a contract. Logic of negotiating language requires negotiators to comply with laws of logic, to express an idea clearly, to judge accurately, to reason strictly, so as to fully reflect its objectivity, specificity, coherence and speculativeness. So careful logical thinking ability can’t be less. During the negotiations, no matter it is statement of the problem, writing memorandum, or putting forward suggestions, ideas or requests, always pay attention to the logic of language, it is the basis that you can tightly grasp your opponent and then convince the other party .

2.2 Language skills

There are many language skills we can use to increase the success chances of business negotiation, here are the top four skills. Among those, respecting culture differences doesn’t involve language itself directly, but the other three skills should be

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used on condition that it is complied with.

2.2.1 Questions

In business negotiations, if we are in passive position, we’ll be easily defeated by opponent, while questions can help to change from passive position to active position. but there are also some problems we should pay attention to, questions can contribute to negotiations as well as ruin negotiations. questioning skills are often used to find out the opponent’s true intentions, to master the opponent’s psychological changes and to express own views clearly. Through the questions, attention can be caught to provide the fixed direction. Questions also help to get the information you do not know, to convey your feelings, causing each other's thinking, so as to control the direction of negotiations.

While questioning, we must realize that the purpose is to clarify the truth, acquire information and inspire thinking. Therefore, questioning attitude should be sincere and reasonable, never blame your opponent's character and honor. Meanwhile, no questions should be continuously asked, pace and tone are rather important, which can give your opponent some time aside to think and express his views, also to avoid leading your opponent tired, bored or even unwilling to answer.

Questions help to catch the opponent’s attention, but you have to pick up the right time. Usually, there are three good opportunities: First, after the opponent has finished speaking; second is to question in the opponent's pause; third, before and after your own speech. The first two are to question in order not to interrupt your opponent, while the third is to further clarify the content of the opponent’s speech. 2.2.2 Humor

People often find business negotiation tense and serious, and the content dull and tasteless, this is because when it concerns about company profit and personal benefit, more attention is paid. but psychologically it is resisted, we’ll need to use humorous language, the functions are as following.

Humorous language is rather important in social occasions, It enables serious and tense atmosphere suddenly to become relaxing and lively, it makes your opponent sense your kindness and sincerity, and your proposals will be more acceptable. Humorous language can also easy tense, awkward atmosphere, draw away your opponent’s unrest, and mediate minor conflicts.

In pleasant atmosphere, humorous language plays the role of aesthetic effect, criticism and irony. 2.2.3 Implication

I can’t remember how many times I felt bored in business negotiations but didn’t know how to end the conversation when I firstly stepped into business field, now I’ve learnt to give implications, if you don’t want to let a long and boring conversation

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waste your precious time, direct language implications are quite necessary. but remember to be decent. you may simply say “can I have your business card so that I can keep in touch with you after we finish talking today”, or “I think I’ll give full consideration to today’s conversation and then inform you my decision”. by hearing these, your opponent will realize that this conversation should be ended soon, and this

is quite decent for both sides without mentioning leaving intention and tiredness.

Direct language implications are also necessary in ensuring that the negotiations follow the established direction.

2.2.4 Respect culture differences

The differences among different countries’ culture and traditions form distinctive styles of negotiations. To fulfill the mission in international business negotiations, negotiators must understand that businessmen in different parts of the world are familiar with different negotiation styles, customs and beliefs should be respected to gain the opponent’s trust. political issues should be avoided to prevent conflicts. Respecting the cultural differences will help to master the direction and progress of negotiations, so as to use language skills to contribute to the success.

Conclusion

Business negotiation is a kind of art, in which language skills play an important

role. At the same time we comply with language principles, we’ll have to make efforts to master the opponent’s psychological changes, so as to leave room for discussion, making the opponent feel respected. The problems listed in the second part in this thesis should be kept in mind all along; It generally reflects the key problems exist in business negotiation process. Of which the biggest problem is the culture differences among countries around the world, it requires that negotiators must be familiar with different negotiation styles and respect the cultural differences. Otherwise, they will not be able to master the direction and progress of negotiations, let alone language skills. So we must be fully prepared with knowledge of international business negotiations, especially language skills, if we want our efforts to contribute to the success of business negotiations.

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Bibliography

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[9] 方明亮. 刘华. 商务谈判与礼仪[M]. 天津: 科学出版社, 2006 [10] 李品媛. 现代商务谈判[M]. 大连: 东北财经大学出版社, 2005 [11] 大嘴英语工作室. 商务英语会话大全[M]. 上海: 中国宇航出版社, 2007 [12] 丁衡祁. 商务谈判英语语言技巧与商业习俗[M]. 天津: 对外经贸大学, 2005

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Acknowledgments

At the point of finishing this paper, I’d like to express my sincere thanks to all those who have lent me hands in the course of my writing this paper. First of all, I'd like to take this opportunity to show my sincere gratitude to my supervisor, Mr. Yang Shaojiang, who has given me so much useful advices on my writing, and has tried his best to improve my paper. Secondly, I’d like to express my gratitude to my classmates who offered me references and information on time. Last but not the least, I’d like to thank those leaders, teachers and working staff in Mianyang Normal University and especially those in the School of Foreign Languages. Without their help, it would be much harder for me to finish my study and this paper.

Tang Ya’ nan

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