The paper presents pragmatic guidance on current trends, the argument is a set of techniques that highlight the benefits they offer is a negotiator for the needs of others. The study focuses on rational arguments, by evidence and demonstration and practice of negotiations develop, characterized by a constant interaction of the elements which contribute to the possibilities offered to both partners. It stresses that the success of negotiations is determined by the negotiator's ability to define the steps, strategies, plan and ways of reasoning argument. Given that negotiations can occur during many different points of view, the paper presents techniques of counter-arguments and factors that may influence the success during the argument. The study highlights the fact that a negotiator can control the power dynamics of a negotiation of power through the use of traditional elements such as control of resources, time or information.trade negotiations, control resources.

Gheorghe BASANU

Serban Alexandru TARANU

English

Research Papers in Economics

         Special Number 1/2011                         Review of International Comparative Management  50 
 
 
ARGUMENT, DETERMINING FACTOR  
IN TRADE NEGOTIATIONS 
 
 
Gheorghe BĂŞANU 
The Bucharest Academy of Economic Studies, Romania 
Şerban Alexandru ŢĂRANU 
Hyperion University, Bucharest, Romania 
 
 
 
  General 
 
  Argument is a speech composed of words, concepts, ideas and judgments. 
Its role is to highlight the benefits they offer is a negotiator for the needs of others. 
Demand means needs, motivations and expectations. Convincing argument on the 
mental level. It makes all the more solid the more honest, more realistic. 
  Argument, is in fact a chain of responses during the debate, which does not 
exclude its importance in the dialogue. 
  In negotiations on the business, sales, advertising, politics, justified, as in 
everyday  life,  speech  is  far  less  compelling  rational  and  logical,  focusing 
particularly on the rhetoric. 
  Rethorike Aristotle in his book develops a universal model of argument 
and persuasion. According to him, the speech acts on three different relative levels 
of human personality: 
  Pathosul - the component of "warm" human being, with its inevitable 
laden subjective, affective, emotional and instinctual. Type argument is the kind of 
approach  emotional  pathos,  pathetic.  Call  feelings  sometimes,  excitement  and 
ABSTRACT 
  The paper presents pragmatic guidance on current trends, the argument is a 
set of techniques that highlight the benefits they offer is a negotiator for the needs of 
others. 
  The study focuses on rational arguments, by evidence and demonstration and 
practice  of  negotiations  develop,  characterized  by  a  constant  interaction  of  the 
elements which contribute to the possibilities offered to both partners. It stresses that 
the success of negotiations is determined by the negotiator's ability to define the steps, 
strategies, plan and ways of reasoning argument. 
  Given that negotiations can occur during many different points of view, the 
paper  presents  techniques  of  counter-arguments  and  factors  that  may influence  the 
success during the argument. 
The study highlights the fact that a negotiator can control the power dynamics 
of a negotiation of power through the use of traditional elements such as control of 
resources, time or information. Review of International Comparative Management                              Special Number 1/2011  51 
emotions, and sometimes the charisma and empathy. Pathosul argument has value 
when  the  disturbing  emotions  and  feelings,  latent  energies  and  influences 
disturbing concentration, attention and memory. 
  Logos  -  the  component  of  "cold"  human  being,  its  inclination  to  a 
cerebral  approach,  rational,  logical,  objective.  Type  logos  type  argument  is  a 
logical approach that puts emphasis on rationality, causality, induction, analysis 
and abstract thinking. It is designed thinking cold, cerebral component party. If it 
comes down to what is strictly necessary, the simplicity, clarity and precision, easy 
convincing speech at the theoretical logic, scientific abstract. 
  Ethos - the moral conduct, cultural values acquired through education, 
traditions,  beliefs  and  habits  become  the  norm,  make  up  the  structure  ethos. 
Arguments  to  convince  the  party  ethos  committed  moral  conscience:  Christian 
ethics, Samaritan spirit, fairness, patriotism etc. The pragmatic argument is the type 
most common approach. He argued effective means to operate simultaneously with 
the  logos,  and  ethos  pathosul  negotiating  partner.  No  scientific  logic,  no 
sentimentality and no appeal to morality is not sufficient, alone and independent of 
each other. Strong arguments have something from all three human dimensions. 
Broadly  speaking,  argumentation  theory  deals,  in  part  logical  and 
rhetorical  study  of  persuasive  speech  and  communication  skills  to  obtain 
acceptance and consent of the partner. 
The basic rules of argumentation and persuasion. 
The best alternative to negotiation (CMBAN). This rule has an increasing 
importance that is determined before the start of negotiations. CMBAN means of 
clearly identifying the "best alternative" for the failure of negotiations. 
CMBAN  is the best thing that remains to be  done  if the partner is  not 
willing  to  reach  an  accord,  the  best  solution  we  can  use  if  there  is  a  better 
agreement with a partner. 
CMBAN  will  be  heading  to  withdraw  from  the  negotiating  position  of 
break. We will negotiate only as long as supply remains below CMBAN partner. 
Below CMBAN, negotiated agreement would be damaging because the alternative 
is better. 
Customer needs. The argument starts with the  most  important customer 
need and focus on it. Discovering customer needs and problems is the serious task 
of negotiator or seller. Without information that is difficult to ensure knowledge of 
the issues offer viable solutions and convincing arguments. Good negotiator begins 
with a maximum effort to focus on customer needs, start with open questions. 
Customer benefits. In the absence of personal and professional belief that 
the customer has won this business, the ability of reasoning and persuasion remains 
derisory. We can negotiate with partners who do not obtain convincing advantages 
to us. We get what we want from them with a condition that they obtain from us 
what they want. Therefore, the first step in building the argument is to develop 
wise List of customer benefits. A bargain in terms of benefits is the most efficient 
way to persuade. Elite negotiators think, speak and write in terms of benefits.          Special Number 1/2011                         Review of International Comparative Management  52 
Persuasion and repetition. Throughout the  negotiations, we  must keep a 
professional belief that the partner has not yet realized all the advantages, even if 
we  have  already  explained,  it  is  better  to  repeat  especially  the  important  ones. 
This  conviction  will  make  persuasive  negotiator,  you  will  encourage  them  to 
remember  and  to  remind  at  least  some  if  not  all  benefits.  Repetition  benefits 
sometimes causes irritation, but leads to overprint their client passive memory. The 
effect is similar to that of two billboards that are repeated on the road - more often 
if there are more convincing. 
Customizing  communication.  Arguments  tailored  client,  taking  into 
account its own style and sensibilities, are most convincing. Customers can not be 
approached  with  the  same  type  of  discourse  become  cliché.  Have  different 
sensitivities,  education,  income,  different  hobbies,  etc..  To  properly  assess  the 
client's personality is a way for you to influence behavior and provide the desired 
direction. The  image  itself can be  evaluated by  lifestyle,  environment,  hobbies, 
reference  group,  social  class  and  professional  guild  in  which  it  occurs.  Any 
information  of  this  kind  is  important  because  self-image  and  lifestyle  of  the 
customer to be taken as such. 
Positive  behaviors.  Influencing  customer  decision  is  possible  through 
positive attitudes and behaviors. Attitude influences negotiator credibility arguments, 
at  emoţional.de  eg  positive  behaviors  such  as  optimism,  patience,  clear  speech, 
negative  behavior,  pessimism,  cynicism,  arrogance,  vulgarity,  positive  words, 
beauty, life, value, quality tragic words, illness, failure, debt, doubt, duty, etc. 
Multiple choice, limited choice. Normally, the time negotiator prepares and 
presents several solutions to solve customer problems and several variants of his 
argument for a solution. After exhausting an argument to propose any solutions or 
both. In sales there is a "rule of the limitation of choice" which recommends no 
more,  nor  more  than  three  variants  simultaneously.  Like  any  rule,  admit 
exceptions, but experience shows that once the bid has three options gives the best 
results. 
False alternative. This rule derives from the previous refusals and promotes 
avoiding premature. Example: It offers two variants, the specific hours to force the 
trust, but any of them is a false alternative to refuse the appointment. False problem 
is "when" and not "if." If the customer accepts one of the variants, the short ends 
with: "Good. I noted on Tuesday morning will be with you. Goodbye”. 
Removing objection. Welcoming complaints is a difficult negotiator and 
salesman sample. However, most times, the complaint is a sign that negotiation is 
the  right  direction.  Objections  are  subtle  indications  of  its  intention  to  reach 
agreement, to buy or sell. There are signs that the negotiation or sale is not lost. 
  To meet objections and refusals premature, are useful both patience and 
spontaneity  negotiator.  Spontaneity  is  often  obtained  with  a  pool  of  replicas 
prepared in advance.  
Greeting the customer complaint can be tested by three steps technique. 
Pass on the client, showing sympathy for his point of view, the complaint reads to 
make it a positive argument. Review of International Comparative Management                              Special Number 1/2011  53 
Sensory  involvement.  The  argument  becomes  convincing  when  we  see, 
taste, touch and smell. 
Sensory involvement of the customer and financial support of the argument 
is concrete  examples, samples, sample, samples, testimonials, graphs, drawings, 
demonstrations perceptible by taste, hearing, sight, touch, smell. 
Reasoning process - strategy and plan stages arguments. 
Work  carried  out  in  order  to  convince  your  partner  can  be  achieved 
through a judicious argument, through samples and demonstrations. 
Sources argumentation in economic affairs are: product design, aesthetics, 
packaging and presentation technology, manufacturing, distribution, price, credit 
and other terms of sales, economic, technical, compared with competing products. 
Strategy must be well-constructed argument from a logical standpoint, but 
also to target emotional state of the partner, to awaken and maintain attention to the 
product offered to help him to discover and clarify requirements, to persuade him 
that the offer is a possible solution to solve his problem. 
Stages consist of rule arguments, the delimitation of the party approach the 
optimal timing to initiate dialogue partner in identifying the purpose and object of 
knowledge argument, in reviewing their knowledge of their partner, to integrate 
them into the composition and behavior during arguments in the possibilities and 
limits in terms of compromises partnered can do. 
The argument specifies the steps objections, accepting or rejecting it and 
adopting a new argument to facilitate the transaction. 
Argumentation  plan  must  contain  information  necessary  for  proper 
understanding of the problem and to present arguments in accessible language, in a 
polite  and  logical  way  to  present  the  advantages  of  supply  and  to  limit  their 
arguments to a minimum. 
The plan  must provide solutions argument, comparing the product  with 
competitors' products, the rejection of objections partner awoke without hostility. 
Ways of reasoning. 
The modalities of argument can be affectionate nature, have the ability to 
feel, to live event described by the partner, when the focus is on logic synthesis 
capacity, and combined analysis of party it is necessary to generate interest in all 
partner cases must be based on specific arguments. 
Golden rule argument is not to assume that your partner knows everything 
from beginning to gain from the transaction. 
Wrong  ways  of  reasoning  is  based  on  prejudice,  ignorance  of  the 
counterparty  to  all  details  discussed,  generalizations  based  on  the  argument 
inconsistent with the facts, the argument which attacks the partner with his ideas. 
The success of the argument - influencing factors. 
An  important  factor  of  success  is  the  argument  maintaining  attention 
partner awake through the use of short sentences and precise rhythm by changing 
voice, each idea by specifying a separate scoring, the return on some issues have 
not been understood.          Special Number 1/2011                         Review of International Comparative Management  54 
Another  factor  is  the  participation  that  involves  partner  to  partner  can 
manipulate or use the product, given that only remembers part of what he saw and 
used. 
The determining factor in achieving success is to start arguments desire to 
buy, partner in bringing the situation to understand  that it is useful product by 
taking small decisions that lead to the final decision. 
Technical counter – arguments. 
Point of view is defended indirectly by rejecting their partner's arguments, 
criticizing premises and procedures by which they reached a certain conclusion. 
 Technical  counter  -  arguments  in  negotiation  takes  into  account  the 
analysis and the arguments pretender their support, build their own arguments by 
using data and new items, check for understanding by the partner - the arguments 
presented, investigating the structure of arguments and detecting weaknesses and 
communication counter - arguments and emphasize their effect. 
Most negotiations involve a degree of threat or exercise of power in trying 
to change behavior or position of the other party. To be successful, the threat must 
be credible. The negotiator must be made by the opponent to believe that threat. 
Some  techniques  to  be  used  at  the  negotiating  table,  will  rely  on  the 
common good rather than personal advantage, to choose the base to negotiate and 
to highlight possible winnings or losses. 
The content is useful negotiators work to develop the ability to develop 
ideas and solutions in solving problems and making decisions during the course of 
negotiation. 
 
  Bibliographical notes 
 
1.  Georgescu Toma, Managementul negocierii afacerilor. Uzanţe. Protocol, Ed. 
Lumina Caraiani Gheorghe Lex, Bucureşti, 2003; 
2.  Perrotin Roger, Tactiques de negotiation, Les Editions d’Organisations, Paris, 
1992; 
3.  Prutianu  Ştefan,  Negocierea  şi  analiza  tranzacţională,  Ed.  Sagitarius,  Iaşi, 
1996;    
4.  Prutianu Ştefan,Manual de comunicare şi negociere în afaceri – Negocierea, 
Ed. Polirom, Sibiu, 2000; 
5.  Puiu  Alexandru,  Tehnici  de  negociere,  contractare  şi  derulare  în  afacerile 
economice internaţionale, Ed. Economică, Bucureşti, 1997; 
6.  Săvulescu  Silvia,  Retorică  şi  teoria  argumentării,  Ed.  Comunicare.ro, 
Bucureşti, 2003. 
 

Argument, Determing Factor in Trade Negotiations

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Argument, Determing Factor in Trade Negotiations

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