Negotiation, as a special type of interpersonal relationship, is widely found in management, sales, and market behavior. 1. More common is the negotiation behavior of business people. But it is also a behavior that is often misunderstood and misjudged. It is often thought that sales are holding samples and price lists and wanting the other party to accept them; purchasing is to let the other party accept lower prices. The truth is not that simple. For example, the motivation for deep distribution is to help sellers find and master the reasons for consumers to accept goods, rather than just let the seller accept the goods. Therefore, the purpose of deep distribution is to enhance the market negotiation ability of the channel. Of course, negotiations are not just about talking through the mouth. It is negotiating to prepare things that will help the other party accept our offer and show them to the other party. For example: store image, POP, display methods, etc. are all negotiations. 2. The role of advertising is also a negotiation. Advertising as a means of paid communication, its fundamental purpose is to let as many customers as possible accept what we offer, including products, prices, payment methods and the number of sales we expect. Therefore, the advertisement provides the reason for the customer to purchase. When we face a large number of large-scale customers, relying solely on the sales people's artificial negotiating behavior can not make a large-scale potential customer group negotiate with us at the same time and accept our interest program. Therefore, we must use the reason why the salesperson negotiates with the customer face to face to convince the customer. Expressed by mass communication elements such as sound, image, shape, and slogan, and delivered to our potential consumers through various media, the consumer’s negotiating opponents are commercials and media of communication. Of course, such negotiations Efficiency is clearly lower than artificial negotiation behavior, but because advertising has a low average personal negotiation cost, it is accepted by everyone. From this, we conclude that if the sales power of advertising is not enough, the essence is that the negotiation power of advertising is not enough. 3. In the process of research execution, we found that it is not only communication that guides employees to act voluntarily and consciously, but effective negotiation actually plays a decisive role. When we break down the work objectives to the employees, the employees will re-understand and plan the goals from the perspective of their own interests. Such automatic change of employees' goals will lead to low or unstable execution. The way to solve this phenomenon is to have a negotiation with the staff when the target is broken down and the responsibility is taken to the position. The main content of the negotiations will be: the reasons for the company to set goals; the benefits that will be achieved when the goals are achieved; and the loss of benefits that will result if the goals are not achieved. In foreign companies, similar labor unions, employee interest groups, etc. represent the employees and the employers to negotiate in this regard. In our company, there is currently no such organization to negotiate work. Perhaps everyone will think that internal negotiations will lead to internal conflicts. In fact, effective internal negotiations will help employees and enterprises to understand the meaning and interests of their work goals. For example, a company wants to hold a national distributor meeting, which is undertaken by the sales department according to the usual practice. The company asked this meeting to be innovative in the form of the meeting, but the sales staff thought it was good, and now everyone is very busy and there is no need to spend more time in the meeting. The usual method company general manager will adopt a communication method to tell the company's intentions completely and clearly to the sales department's employees. However, the general manager feels that even if everyone clearly defines the company's intention, it will still be largely implemented. I acted according to my own thinking, so I decided to negotiate with the sales staff on this matter. The content of the negotiations includes: demonstrating the overall plan, clarifying the operational procedures, establishing the division of labor and post responsibility, establishing an inspection mechanism, and rewarding or penalizing employees for their actions at the meeting. At the same time, it is pointed out that if employees have a better plan than the established plan, the company can adopt it, but if the employee does not propose a better plan, they must follow the company's plan. As a result, the dealer conference had an unprecedented success and fully realized the strategic intention of the company's stable channels. Paradox in negotiation The core task of the negotiation is that one party attempts to persuade the other party or understand or allow or accept the opinions put forward by themselves. In layman's terms, negotiation is to let the other party act according to his own ideas and meet our wishes. However, this may be just a good wish of all negotiators. When our negotiating position is relatively weak; when our opponents are very tough and difficult; when our negotiating goals are far from being realized. We suddenly found that the other party seemed to have no or no possibility to do things as we wish. The well-known negotiation expert "Gaiwen Kennedy" raised such a question for people who are interested in becoming negotiators. "In the face of tough opponents, the better way is to make some small concessions in exchange for the goodwill of the other party." It is said that this question is a "touchstone" for negotiating ability. The basic attitude of the person who answers “right†will be judged to be incorrect, because as long as the concession is made, the opponent will step by step, which will lead you to give up more benefits. In our training and consulting process, this question is often quoted to test the students. However, almost all the students are puzzled. The reason is that there is no successful case in the negotiation without concession, unless it is called "Administrative order." We recognize that a paradox about negotiations has emerged: “Concessions will lead to an opponent’s step-by-step; no concessions may result in the opponent’s termination of negotiations because of the lack of interest.†Need to make concessions when negotiating? need. However, it does not allow, unless exchanged.