商务谈判中的语言礼仪

商务谈判中的语言礼仪

邹平县黄山中学 董俊

在商务谈判过程中，谈判各方通过语言进行沟通。谈判能否成功很大程度上取决于语言的使用。礼貌语言传达各种信息，建立和维护社会关系。它不仅表现为人的日常生活，而且还表现为人的政治、经济、文化等社会生活，在商务谈判中应考虑礼貌和礼貌用语。

1、合理使用模糊语言

模糊语言被认为是商务谈判中常用的语言技巧和策略。意思是用一些单词或短语来表达你所不能表达的意思，或者不表达清楚。为了避免误解和不便，在商务谈判中，无论是口头形式还是书面形式，都应该有明确和准确的方式。但有时说话者不能清楚地表达自己的想法，或者我们不愿意把它明确地说出来是为了一些实际的目的，在这种情况下，我们更倾向于把模糊的语言运用到理性的使用上。

保持和谐氛围，避免在商务谈判过程中的紧张局面，是十分重要的。然而，冲突是不可避免的。当面对面发生的冲突时，为了节省对方的脸，谈判者需要使用模糊的表情，否则，谈判可能会陷入僵局。在以下几种情况下使用模糊语言是恰当的。

（1）特定的谈判场合

商务谈判是一个复杂的过程，涉及到多个方面。当你回答某些问题，这是超出你的权限的限制，或是不方便的时候，你给一个答复，在某些情况下，模糊的语言应该被用来处理。例如：

“Your order is welcome. We’ll try to see what we can do.” “We’ll get in touch with our manufacturers and try our best to advance the time of delivery.” “We should give you our reply as soon as possible.” “Our foreign trade policy has always been based on equality and mutual benefit and exchange of needed goods.”“Concerning our financial position, credit standing and trade reputation, you may refer to New York Branch, the bank of China, or to our local chamber of commerce.”

In the above sentences, the phrases “try to see what we can do”, “try our best to advance the time of delivery”, “as soon as possible”, “based on equality and mutual benefit and exchange of needed goods”

and “you may refer to New York Branch, the bank of China, or to our local chamber of commerce” give indefinite information which has more flexibility and can be understood and explained in different ways.

（2）为了避免伤害感情

由于受限制的谈判场合，有时谈判者应避免使用直接的语言，以免得罪同行。在这种情况下，使用模糊表达应该是最有效的。例如：

“We have always insisted on the principle of ‘equality and mutual benefit and exchange of needed goods’, but we have adopted much more flexible method in our dealings nowadays.”“Well, Mr. Brown, considering this is a new product, we may offer you allowance on a sliding scale in order to open up the new market.” “The quantity of our order depends greatly on your prices.”“The demands on the international market are much more than we expect.”

In the above sentences, such phrases as “much more flexible method”, “allowance on a sliding scale”, “greatly”, “much more than we expect” are all general expressions, which convey blurred information to the listener. Obviously, these vague expressions are used on the occasion that the direct language can not be used.

（3）为了避免面对面的冲突

使用模糊语言是很重要的，保持和谐的氛围，避免使紧张的局面，甚至保存在商务谈判中的面孔。面对面的冲突，这是我们使用模糊语言的最有效的方式。例如：

Dialogue (1)

A:“If that’s the case, there is hardly any need for further discussions, we might as well call the whole off.”

B:“What I mean is that we’ll never be able to come down to the price you name. The gap is too great. Well, in order to get business, we are quite willing to make some concessions.”

Dialogue (2)

A:“But can’t you find some way to get round your manufacturers for an earlier delivery? I hope you can give our request your special consideration.”

B:“You may take it from me that the last thing we want to do is to disappoint a customer, especially an old customer like you, we’ll get in

touch with our manufacturer and try our best to advance delivery.”As can be seen, in Dialogue (1), the buyer (B) is a bit angry because the price offered by the seller (A) is too high. But in order to maintain a harmonious atmosphere, the buyer uses the phrase vague in meaning “quite willing to make some concessions”. In Dialogue (2), “find some way to get round your manufacturers for an earlier delivery” and “try our best to advance delivery” are also vague expressions.

2、积极的倾听

在商务谈判中，积极倾听有两个非常重要的原因：如果一方是非常固执己见的，就保持安静地听他们说完。这就像柔道；你让他们被自己的力量绊倒了。在激烈的讨论中，大多数人都陷入了沉默之中。有时沉默被视为不赞成，但由于没有具体的反对意见，它不能被当作攻击。这已经发生在许多场合，当遭遇沉默，人们已经修改了他们此前的声明，让他们更容易接受。

一个好的谈判者能倾听并理解别人的话。你不能对一个你不理解的观点做出明智的回应。主动倾听的纪律要求你专注于另一个人的话，不要把时间花在塑造一个在他们的位置上的人。主动倾听有一些有趣的结果：听者可以更清楚地得到对方的想法。当听者的反应表明他有多好，它可以冲击对方。“他们真的很注意我！”。

3、委婉语的应用

在牛津简明词典（1976）的新版本中，委婉语被定义为对苛刻或直接的一种委婉语的替代或模糊或迂回的表达。委婉语可以起到禁忌或政治上的禁忌，但其突出的目的是为了怕伤害别人的感情。根据礼貌原则，当听话者的成本时，演讲者要表达的间接和婉转。另外，委婉语也符合莱文森的面子理论。当有面子威胁行为对听话人的消极面子，说话者应该采取消极礼貌策略。因此，委婉语是一种礼貌的言语行为。 在商务谈判中，有时会使用委婉语，因为有时谈判者会受到特定时间、地点和氛围的限制。委婉语可以缓解紧张和谈判气候谈判打破僵局时表达自己的不同意见，或把谈判被卡住。除了避免尴尬和冲突，委婉的表达往往容易被别人接受的心理。建议使用委婉语是为了让听者抓住隐含的意义。这些特殊情况分为以下几类，并解释如何使用委婉语：

（1）在消极意义上

“I agree with most of what you said, which indicates that there are something in what you said that I couldn’t agree with.”

“I’m afraid we have conflicting views on the matter, which indicates that the speaker may make a refusal.”

“I would if I could, which shows that the speaker may not do it.”

（2）批评和质疑

“That you should have put forward this move much earlier is actually a sense of criticize, meaning that you should not change the program so late.”

“Your design appears very familiar to me, and there seems no difference compared with Mr. Smith’s. This is a euphemistical way to say that your design might be a copy of Mr. Smith’s.”

（3）当演讲者遇到一些棘手的问题，并希望避免回答。例如： ①A: “How you make a decision?”

B:“Well, can I give you an answer later?”

The speaker here tries to express that he needs more time to consider. ②I’ll convey your proposal to my boss to see what he says. This shows the proposal may not be approved.

总的说来，委婉语能缓解谈判气氛的紧张气氛，打破谈判僵局。委婉语并不意味着声音和态度的软弱。委婉表达不仅显示讲话者的礼貌，但也显示出他们的道德人格，为更好的沟通。不管那话多么委婉，意义不应太难以捉摸。事实上，委婉语是双方的一种有效的谈判手段。