| How many times have you heard: | | | | or services in a way that is far more detailed and |
| * "You've got to drop your price by 10% or we | | | | complex than is standard for your industry? What |
| will have no choice but to go with your | | | | if your account tracking system is set up in a |
| competition." | | | | way that you can provide that information at |
| * "You will have to make an exception to your | | | | essentially no cost to you? Often the |
| policy if you want our business." | | | | salesperson's overwhelming temptation is to jump |
| * "I know that you have good quality and service, | | | | in and say, "Oh, we can do that. That's no |
| but so do your competitors. What we need to | | | | problem." Before you do, however, think about |
| focus on here is your pricing." | | | | your options. You could throw it in as part of the |
| * "I agree that those special services you keep | | | | package and try to build good will. Or you could |
| bringing up would be nice, but we simply don't | | | | take a deep breath and try something like, "That's |
| have the funds to purchase them. Could you | | | | a difficult problem that will require some effort on |
| include them at no additional cost?" | | | | our part, but it's doable." In the second case, |
| Every time you hear statements like these, | | | | without committing, you've told the buyer it is |
| you're in the middle of a difficult sales negotiation. | | | | possible. You may not be able to get him to pay |
| How you handle that negotiation will determine | | | | extra for it but you may be able to use it as a |
| whether or not you close the sale and how | | | | bargaining chip in resisting price concessions. Which |
| profitable that sale will be. In order to give you a | | | | way you choose to go will depend on who your |
| real edge every time, I have listed below some | | | | customer is and on the situation. However, you |
| key points taken from my sales negotiation | | | | do have options. |
| training program. | | | | Sell and Negotiate Simultaneously |
| Don't Believe Everything You See and Hear | | | | Think of selling and negotiating as two sides of |
| Part of a good salesperson's skill is to learn to | | | | the same coin. Sometimes one side is face up, |
| read people and situations very quickly. However, | | | | and sometimes the other side, but they are |
| when it gets down to negotiating, you have to | | | | always both there. This is particularly true in your |
| take everything you see and hear with a grain of | | | | earliest contacts with the buyer. The face the |
| salt. Buyers are good negotiators, and thus they | | | | buyer sees is that of a salesperson demonstrating |
| are good actors. You may be the only person | | | | features and benefits. The hidden face is that of |
| who has what she needs, but everything she | | | | a negotiator probing and seeking out information |
| does and says, from body language to the words | | | | that may be invaluable later should issues like |
| she uses, will be designed to lead you to believe | | | | price, terms, quality, delivery, etc. have to be |
| that unless she gets an extra 10% off, she's | | | | negotiated. |
| going with the competition. Be skeptical. Be | | | | Be Patient |
| suspicious. Test, probe, and see what happens. | | | | Finally, and most important, be patient. Sales is a |
| Don't Offer Your Bottom Line Early in the | | | | high energy, fast moving business. Patience is one |
| Negotiation | | | | commodity that is in relatively short supply, but if |
| How many times have you been asked to "give | | | | you're impatient in a negotiation, you'll lose your |
| me your best price"? Have you ever given your | | | | shirt. If I'm negotiating with you and I know that |
| best price only to discover that the buyer still | | | | you're impatient, I will hold out just a little longer, |
| wanted more? You have to play the game. It's | | | | no matter how desperate I am to make a deal |
| expected. If you could drop your price by 10%, | | | | with you. As long as I know you're in a hurry, I'll |
| start out with 0%, or 2%, or 4%. Leave yourself | | | | wait. So be patient. Take the time that you need, |
| room to negotiate some more. Who knows - you | | | | don't rush to give in, don't show your anxiety, |
| may get it for a 2% reduction. You might have | | | | stay cool and don't panic. Negotiation is a process |
| to go all the way to 10%, but often you won't. A | | | | and a game. Use the process and play the game. |
| little stubbornness pays big dividends. | | | | You'll be astonished at the difference that it |
| Get Something in Return for Your Added Value | | | | makes! |
| What if you discover that the buyer wants to be | | | | (c) Michael Schatzki - 2004. All rights reserved. |
| able to track his expenditures for your products | | | | |