TABLE DES MATIÈRES

1- DÉFINITION
NÉGOCIATIONET ACTEUR DE LA
COMMERCIALE
NÉGOCIATION COMMERCIALE
Superviseur : Dr NJODA NJODA
2- BUTS ET CRITÈRES DE RÉUSSITE DE
LA NÉGOCIATION COMMERCIALE :
3- LES ÉTAPES DE NÉGOCIATION
COMMERCIALE ET LES TECHNIQUES
D'APPROCHE DE LA CLIENTE
4- LES TYPES DE NÉGOCIATION
COMMERCIALE
5- LES BASÉS DE LA NÉGOCIATION
COMMERCIALE
6- PRÉPARATION D'UNE NÉGOCIATION
COMMERCIALE
Conclusion.
1- DÉFINITION ET ACTEUR DE LA
NÉGOCIATION COMMERCIALE
1.1- Définition de la négociation commerciale :
Commercial negotiation is also known as
commercial management. It involves negotiating
contracts and managing projects for the maximum
returns, as well identifying and developing new
business opportunities.
1.2 - Les acteurs de la négociation commerciale
Commercial negotiation puts two players in a face
to face relationship.
 The purchaser or applicant of the product
He seeks to satisfy a need through the acquisition
of a product.The buyer can be a professional, which
takes advantage of the commercial relationship
since it allows him to obtain satisfaction of his
needs.
 The seller or owner of the product
Is the person who seeks to get rid of his property in
return for the price to be received. The seller seeks
to ensure the commercial dynamism of his
company. The seller's real goal is to get someone to
buy the product who needs and wants it.
2- BUTS ET CRITÈRES DE RÉUSSITE DE
LA NÉGOCIATION COMMERCIALE.
2.1- Les objectifs de la négociation commerciale
Commercial negotiation aims to ;
 To promote a desire for conciliation.
 To reduce antagonistic tensions.
 To settle a fair and reasonable price.
 To seek consensus and common solutions for
both parties.
 To ensure that the contract is performed in
time.
 To exercise control over the manner in which
the contract is performed.
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 To develop cordial relationships with

competent suppliers.
In general, a good seller negotiator must ask
questions and learn about the final decision
process by applying the rule of " six(6) who"
 Who is present?

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  Who is influences?
 Who uses?
 Who decides?
 Who finances?
 Who is buying?
2.2- Les critères d'une négociation commerciale
réussie
The commercial negotiation will be a perfect
success if the seller can meet the following
conditions:

 USE APPROPRIATE BODY LANGUAGE :

Any good salesperson must adopt an engaging
attitude, use dynamic management to reduce, to
capture attention, to inspire confidence, to assert
his personality.

 HAVE A BUSINESS SMILE :

In commercial negotiation, the smile of a
salesperson expresses that he is happy to meet the
customer, to sell him the products and to carryout
his work as a salesperson. 2

 CULTIVATE THE GAZE :

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To influence, a good salesperson negotiator must

keep their eyes on the customer, but with warmth
and sincerity.

 MODULATE THE WAY AND TAKE CARE OF

THE SPEECH:
Voice and elocution are two instruments that make
it possible to better persuade and convince the
client. You have to use an adapted and technical
vocabulary, not too original.
A good salesperson must be able to manage the
unexpected, that is to say he must always
anticipate and not be sudden.

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3- LES ÉTAPES DE LA NÉGOCIATION ET
LES TECHNIQUES D'APPROCHE DE LA
CLIENTE

3.1- les étapes de négociation commerciale

There are no magic or mystery to negotiations or to
what makes a master negotiators. There are 5
steps and practices that consistently work. The
model presented here identifies the five stages of
any negotiation in a simplified frame work that
helps you to analyze, absorb and apply the best
negotiating practice.

 PREPARATION
Negotiation preparation is easy to ignore, but its a
vital first stage of the negotiating process. To
prepare, research both sides of the discussion,
Identify any possible trade off, determine your most
desired possible actions. Then, make a hit of what
concessions you're willing to put on the bargaining
table, understand who is in your organization has
the decision making, know the relationship that you
want to build or maintain with the other party and
prepare your BATNA (Best alternative to a
negociated agreement).
  EXCHANGE INFORMATION

This is the part of the negociation when both

parties exchange their initial positions. Each side
should be allowed to share their underlying instrest
and concerns uninterrupted, including what they
aim to receive at the end if the negotiation and why
they feel the way they do.

 CLARIFICATION
During the clarification step, both sides continue the
discussion that they began when exchanging
information by justifying and bolstering their claims.
If the side disagreed with something the other side
is saying, they should discuss that disagreement in
calm terms to reach a point of understanding.

BARGAIN AND PROBLEM-SOLVE

This step is the next of the process of negotiation,
during which both sides begin to give and take.After
the initial first offer, each negotiation party, should
propose different counter offers for the problem, all
the while making and managing their concessions.
During the bargaining process , keep your verbal
communication skills active. The goal of this steps
is to emerge with a win-win outcome.

 CONCLUDE AND IMPLEMENT

Once an acceptable solution has been agreed upon,

both sides should thank each other for the
discussion no matter the outcome of the
negociation, successful negocitions are all about
creating and maintaining good long term
relationships. Then they should outline the
expectations of each party and ensure that the
compromise will be implemented effectively. This
steps often includes a written contract and fellow
up to confirm the implementation is going
smoothly. 4

3.2 - TECHNIQUES D'APPROCHE CLIENT

According to sales theorists , there are certain
techniques for approaching or addressing
customers. All of its techniques constitute an
approach allowing better persuading and
convincing the client or the interlocutor. Among its
different approaches, we can mention;

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 AIDA = Attention, Instrest, Desire, Action
( purchase).
 NEED = well-being, Esteem, security, pride,
instrest, novelty.
 SONCAS = Security, pride, novelty, comfort,
money, sympathy.
 SABONE = Security application, well-being,
pride, novelty, economy.
 PICASSO = Practice, innovation, consideration,
greed, security, feeling pride.
 DIDADA=definition,identification,
demonstration, acceptance, desire, purchase.
 SICSIC = security, interest, convenience, feeling,
ideal, consideration.
 CAIBEC = contact, attention, interest, need,
desire, order.
 DIDADA = definition, identification, product,
acceptance, desire, action. 5

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 4 - LES TYPÉS DE NÉGOCIATION
COMMERCIALE.
They are two types of negotiation; Distributive
negociation and Integrative negociation.
 Distribution negotiation ( bargaining)
Is a competitive bargaining strategy in which one
party gains only if the other party loses something.
It is used as a Negociation strategy to distribute
fixed resources such as money, resources, assets
etc. between the both parties.
The ultimate aim, under distributive bargain
approach is not to come to a win-win kind of
situation but that one side wins as much as they
can. Both parties will try to get the maximum share
from the assets or resource which needs to be
distributed. Usually distributive bargaining works
with products without a fixed price. In distributive
bargaining approach both parties try to know each
other's walk-away-value to take a decision. After
that, they make a deal in that it is closer to their own
goal rather than adjusting according to the
competitor's.
  Integrative Negociation;
Integrative Negociation is a Negociation strategy
in which the involved parties work together to find a
solution that satisfies the needs and concerns of
each. This process often involves group
brainstorming and creative thinking for individuals
to suggest different ideas that benefits both parties.
Compromising is often common in Integrative
negociation, and both sides may need to give up
certain needs to reach a solution. Honestly can also
promote successful Integrative negociation
because it can lead to a comprehensive
understanding of the issue and what each party
needs to be satisfied with the result.
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 5- LES BASÉS DE LA NÉGOCIATION
COMMERCIALE

 Everything is negotiable.

 Know what your want before negotiating.

 Aim for a win/win negotiation.

 Treat negotiating as a game.

 Never believe anyone else is entirely on your

side .

 Strive to be innocent.

.
 Ask questions 7

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 6- PRÉPARATION D'UNE
NÉGOCIATION COMMERCIALE

The secret of a well conducted business

negotiation often lies in the preparation. It is this
work work that will allow you on the D-day to meet
the expected success. These points are;

 Find out about your contact person <<

interlocutor>>
A trade negociation should be seen as a game of
chess in which everyone tries to advance their
pawns. Knowing our opponents strength and
weakness is therefore imperative if your contact is
a company, find out about its sales, net operating
income and marketing strategy. If its an individual,
obtaining information upstream can be more
difficult but not impossible.

 Take stock of the state of the market.

Whatever the product or service concerned, it
can not be traded above the market price. To
ignore this reality will be a fatal mistake
depriving of any possibility of success in your
negotiation. You should therefore carefully
study the state of the market in your
preparation phase inorder to determine the
acceptable limits for future trade negociation.
We can only negotiate effectively when we
have reliable and sufficient data on the
economic environment in which we operate.
 Give yourself a realistic goal
One of the mistakes frequently made during a
Negociation interview is to formulate a
proposal that is unacceptable to the opposing
party. To avoid this pitfall, set yourself realistic
objectives that are likely to meet which the
approval of your interlocutor. Several methods
are possible to set reasonable objectives in
advance. You can draw on experience of
similar negociations which other clients in the
past. Also find out about the proposal make by
your competitors and adapt your strategy
accordingly. Finally, take into account the
financial means of your interlocutor inorder to
build a real " tailor made " proposal.
 Prepare your sales pitch
During your preparation phase of your
commercial negotiation special attention
should be paid to the sales pitch. Your
potential for success will depend on the
quality of your speech, your arguments will be
chosen with care taking into account all the
information's gathered during the preparation
period. Anticipate the objectives of your
interlocutor and prepare an appropriate
response so that this argument becomes
naturally anxious. Do not hesitate to play on
the registrar of emotions to issues the
important of your sales pitch as negotiation is
partly decided in the field of affect.
 Clear the field
Send an email to your future interlocutor a few
days before your negotiation interview to
remind them of the date and the subject of
your interview. Thus message will give you the
opportunity to establish preliminary contact
with the opponent. This results to a results of
closeness which can make the difference on
the D-day. If possible, send a commercial gift
to your future interlocutor in the days
proceeding your making. By so doing, you will
be putting your future trade negociation in the
best possible Ligh as such attempts never fail
to place their affect.

CONCLUSION : We've gone through some key

points that will help you enhance your
negotiation skills. We've defined negotiation
and looked at the alternative strategies for
conflict resolution.
Every business is different and each and every
negotiation situation is unique. The value of
issues will nearly always be different to both
parties and will nearly always be different over
time.
You cannot consistently perform well if you
attempt to employ one " preferred style" for all
negotiations. 8

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