Are you a hard bargainer? Do you often win when you bargain? Winning and being tough are two traditional approaches to negotiating. These approaches do not work in today's business environment however. Here's why.

你是一个强悍的谈判者吗? 在协商时你总是赢家吗? --- 必胜的决心及强硬的态度也许是传统协商谈判的致胜技巧，然而在今日商场上，这些技巧已不适用了，为什么? 分析如下。

Winning a negotiation means getting what you want and does not include the other person. If the other person gets what they want that's ok, but if they don't get what they want (or need) the winner doesn't care! In addition, being a winner means the other person lost something. After the negotiation then, one person feels like a looser that didn't get what they wanted. This creates resentment and bad feelings. For example, think about a situation where you were cheated. How long ago did this happen? Why have you remembered it for so long? If someone is taken advantage of they usually remember for a long time. Often people will wait to get even and the next negotiation, if there is one, will be more difficult. So why did this work in the past?

在商谈中，赢了对方，表示你得到你想的东西，而对方可不一定得到他想要的。如果对方有受益，那情况还好，如果没有呢? 赢的一方根本不会在乎! 可以说，有赢的一方就会有输的一方。在协商后没有得到合理利益的一方，会觉得自己是失败者，感觉不愉快，而心存怨恨。举例来说，试着回想你曾被欺骗的情况，那是多久以前发生的? 为什么这么久了，你还记得? 通常如果被占了便宜，受害一方将会牢牢记着，等着下次协商机会讨回来。如果真的有机会，也将是非常僵持的协商。尽管如此，为何这方法在过去行的通呢?

In the past competition was limited. Companies often made agreements with only a handful of other suppliers and vendors because there simply wasn't any other competing firm. This limited competition allowed some companies to prosper, even though they were not well respected. This is no longer the case though. In today's business environment companies must compete on a global scale. If a company leaves a negotiation as a looser, they will actively seek another company to do business with. Until another trading partner is found, current agreements may be broken or argued about. The "win" negotiating style destroys on-going relationships and future profits. Because of this the old win/lose method has been updated to win/win.

在过去市场上，竞争有限，公司通常只能和少数供货商及客户做生意，因为根本没有其它的竞争者，垄断式的市场，造就了一些公司的蓬勃发展，尽管这些公司的名誉不好，或不被尊重。然而这些旧有的交易模式已不再，现今商场环境是全球化的竞争，如果协商后，客户没有得到合理利益，他一定会主动和其它的同业竞争者接洽做生意。当他找到合理的公司后，原有与你的合作契约将到此结束，或争议原有的交易条件。那种必胜的谈判方式，将破坏与客户的长久关系，及未来的利益。因为旧有的输赢交易方式已发展成为现代造就双赢的协商方式。

This means that a negotiation is approached as a joint problem where both people help each other get what they need. There are no losers, no hard feelings and no resentment. An understanding of win/win negotiation methods, creative problem solving and cross-cultural understanding are essential in modern international business environments. Approached properly, negotiations help companies build relationships over time and lead to greater long-term profits.

双赢的协商技巧，就是把交易当成双方的共同问题，互相帮忙各取所需，也就不会有输家的产生、心存怨恨及不好的感受。了解双赢技巧的应用、有效的问题分析决策及洞悉东西文化的交易模式是现代化商场致胜的重要关键。用正确的观念及方法切入，彼此成功的协商将会为双方建立更长久的互动关系，及得到更远大的成就。