Win Win Sales Negotiations - Myths and Realities
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I once got a phone call from someone responsible for sales training at a large company.
She said to me, "Mike, we need
negotiation training for our sales force." I said, "Great,
you've come to the right place." Then she said, "But do you
teach that win/win negotiating where you build really good
relationships but give away the store?"
False choice. It is not either you negotiate a good deal OR
you build good relationships with your customers. You can
have BOTH.
The Automatic Side of Win/Win
There are two pieces to the win-win puzzle. The first is what I
call the automatic win-win. The win-win is automatic because,
when a sale closes, both you and your customer are always better
off than you were when you started to negotiate.
Let's say that you sell a niche software program for engineering
consultants. The price of the software is $15,000 for a site
license up to ten users (the bulk of your customers for this
product are small shops with 10 or fewer engineers). Although
there are no competitive commercial products, your real
competitors are the work-around solutions that the engineers
cobble together themselves from other software that they already
have.
For this reason, your company sometimes has to be aggressive on
price and, if you have to, you are able to go as low as $9,000
for a site license. But $9,000 is the last stop. At $9,000 it
is still a win for you. At any price below that you do not make
enough profit and you are better off walking away.
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