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“稀”，稀缺，“残缺”带来的说服力更加稀有 | 模糊谈判力 第五十八篇
这是桔梗在“谈判思维”的第735篇推文。
全文共1991字，阅读大约需要3分钟。
1 引言
十九世纪，欧洲的考古队来到亚洲的一个村落。
他们听说这里有人找到过恐龙化石的痕迹；
在四处探寻之后，他们居然在一家村民的院子里发现了龙骨碎片；
于是，考古学家兴奋地跟这家村民说，
就是这个！把这个卖给我，我给你钱！以后如果还有，还来找我，我还给你钱！
村民自然也很高兴，这种扔在地上都没人要的石头碎片，还能换来钱，实在是让人开心。
考古学家索性就在村子里住了下来，并传出消息，村子谁家有类似的碎片，都能拿来换钱。
这一下可激起了村民的兴致，考古学家开始收到大量的碎片；
可没过多久，考古学家就发现这个“碎片收购”的做法，着实让他后悔无比；
为什么呢？
因为他发现，大量的村民手上还有很多大块的恐龙骨头化石；
但他们并不会直接送过来，而是把它们都敲成碎片，一小片一小片地卖给他！
这对一个考古学者来说，实在让他扼腕叹息。
当他问及村民为什么这么做，他们很老实地回答，
因为骨头越来越少了，敲碎不就能多卖几次？
2 残缺
我们依然在“模糊谈判力”这个系列推文中，它的思维方式启发自牛津大学的实验心理学研究。
今天要聊的，是“七字说服力”的第六个字，“稀”；
“稀”，就是“稀缺”的意思，
越是“稀缺”的东西，越让人在乎，也就越有说服力。
在“模糊谈判论”里，“稀”字说服力，撕开的分类是“战Vs逃”；
或者说，
“稀”字实现说服力的角度，是“动机”。
所谓“稀缺”，包含的意思有“稀有”和“残缺”；
恐龙骨化石显然“稀有”，其碎片也自然有着“残缺”的特性；
所以它很珍贵。
但有意思的是，村民们为了获取更大的价值，他们把完整的骨头弄得更加“残缺”。
这不禁让我们思索，
除了事物本身的客观稀有性，人们还会人为地增加一些“残缺”来使其更有说服力。
我们不难在生活中找到类似的例子；
比如，
一张因为错误印刷而导致重影的邮票，是一个“残缺品”，这也让它具有更强的收藏说服力；
一个因为多次重复压制的硬币，也是一个“残缺品”，业内称之为“重压币”，这也让它具有更强的收藏说服力；
艺术品中“残缺”特性表现得更加显著；
断臂的维纳斯，无头的胜利女神……
“稀”字说服力，若隐若现，却无处不在。
3 残缺策略
珍妮，生活在美国亚利桑那州的凤凰城；
她经营着一家二手商品店，在这里，人们可以把自己的二手书籍、音乐磁带或玩具什么的，拿来售卖或交换。
很偶然的机会，珍妮获得了一套旧的《理查德-斯凯瑞》童书套装（世界上最著名的儿童书籍之一）；
她把这套书放在货架上售卖，然而很长时间都无人问津；
珍妮有了一个神奇的想法，她把整套书拆了出来，只拿其中一本放在货架上；
奇怪的事发生了，这本书被卖掉了！
接着，珍妮继续一本一本单独地售卖，很快，整套书就这样都卖光了！
珍妮意识到，
残缺本似乎比套装更好卖！
她把这个经验分享给了自己的爸爸，乔治；
乔治前几天刚刚从eBay上买了一套二手的棒球队纪念酒杯，一箱子有24个印有球队标志的酒杯，一共花了35美元。
他在听了珍妮的经验后，觉得自己也可以试试看；
于是他把箱子里的酒杯单独拿出来挂在eBay上卖；
第一个杯子卖了35美元，这就已经把整箱杯子的成本都拿回来了。
接着他又挂卖第二个，卖了26美元；
接着第三个，乔治很有耐心地等待，直到它卖了51美元；
乔治真是太开心了，这意味着，“残缺”件的卖法可以让整箱的收益大几十倍！
4 博弈
这不禁让我联想到“采购Vs销售”谈判的场景；
我还记得自己曾是一名采购经理时，最头疼的工作，就是去设定一个合适的“标的”。
什么是合适的“标的”？
或者应该说，
什么是最利于采购谈判的“标的”？
那就是，
那些尽可能规避“稀缺性”的商品。
啥意思？
举个例子，如果用户部门提出一个采购需求，那么采购最希望看到的是，尽可能让市面上更多的竞争者符合这个需求；
因为，这意味着，这样的需求并不稀有，从而对采购的谈判地位也更有利。
反之，一个打算竞标的销售该如何考虑优化自己的谈判地位？
他应该尽早去影响用户部门，让他们看到自己产品的独特之处，从而提出更细致的采购需求；
这意味着，采购不得不面临更加“稀有”的供货途径，甚至有时就只能找到唯一一个供货商，形成单一采购来源的谈判窘境。
从这个角度来诠释的话，我们可以说，
竞标者希望看到自己的产品可以“稀缺化”，甚至完全忽略价格的影响，从而让自己更有说服力
而相反，
采购则希望看到更多在需求上“同质化”的竞争者，甚至消除“稀缺”给竞标者带来的说服力，只留下价格的不同，让竞价更加激烈。
这也是“稀”字说服力一正一反的博弈例子。
5 小结
值得一提的是，今天内容的背后，依然都是“模糊谈判论”的影子；
分类、二元、语言、极端；
“稀”，“稀缺”的本质，是对“战Vs逃”二元差异的极化；
当我们尝试画出一个分类，战 Vs 逃（做Vs不做），人们的大脑迅速二元化，寻找决策动机；
当“动机”还没出现之前，这个分类对我们来说就是模糊的，没有说服力；
“稀”，可以让我们在谈判中撕开这个分类，让人对“失去”的感受越分明，“稀”字说服力就越极端；
说服力的流动，再次从模糊走向极端。
–
–
–
这里是“谈判思维”！
“模糊谈判力 第五十八篇” 待续
— 桔梗
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有时候男人追女人，女人没有拒绝没有同意，而是说我们做朋友吧，此时很多男人就懵了，不知道女人是什么意思了。她到底是拒绝我还是考验我，我还有没有机会？ 女生说做朋友吧，意思是现在对你还…
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在中国传统文化中，名字不仅是一个个体的标识，更承载着家长对孩子的期望和祝福。每个汉字都蕴含着丰富的意义和文化内涵，而“佳”字作为一个常见的取名选择，其象征意义尤为深刻。本文将围绕“佳字取名”这一主题，深入探讨“佳”字的寓意、文化背景以及在
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八卦家族，乾坤六子。 八经卦看作是一个家庭，就是父母求子女，分别是父母和六个子女，所以也叫八卦家族。八卦家族相对应的两个卦是互为旁通的关系，也就是说它们两个之间的关系是最近的。 乾…
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都说女生是贴心的小棉袄，给女生起名不仅要好听，还要有内涵。今天小编推荐有出处的女生名字，既好看又有诗意。让我们看看！ 先看五个满分的诗意名字：1、亚凝 (yà níng) 寓意分析…
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“得”和“的”“地”一样，是现代汉语重要的结构助词之一。所以，对于“得”的基本用法，我们也需要作一些了解。 根据读音的不同，我们把“得”的结构助词用法，分为三部分。 一·得（de)…
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1976年9月9日，深受中国人民敬爱的伟大领袖毛泽东主席与世长辞，享年83岁。 主席死后，他的两个女儿哭成了泪人一般。因为毛岸青当时正在外地休养，身体又有疾病，所以参与拟定亲属守灵…
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宝宝起了一个好名字后，就让自己有了更鲜明的特征标识，也就更有利于外界与宝宝之间的沟通交流，人们并不喜欢过于复杂的东西，因此名字要显得简明而易于记忆，有追求的宝宝起名。 寓意有品德的…