The most successful negotiators I know are made of steel, control their emotions and calculate their moves. They determine their sales negotiation goals, prepare carefully, look for false assumptions, rely on their intellect and stay focused. They also balance short and long-term sales goals to preserve and deepen the buyer-seller relationship.
Remember, your opponent has their own negotiation agenda and wants to walk away knowing they made the best deal. They want to win!
Before negotiating, take a deep breath and review your negotiation goals. Personally, I find it helpful to close my eyes and replay a victorious negotiation. Then remind yourself to beware of false assumptions, use timing to your negotiation advantage, trust your intellect rather than your emotions, preserve the relationship, and be a good sport.
Prepare for the Negotiation.
Gather as much information about the situation and the person with whom you will be negotiating. For example, what decision-making authority do they have? There’s nothing more futile and frustrating than spending the time and emotional energy only to find out at the end that they have to “run-it-by” so and so.
How can you apply lessons from negotiation in general or with with person? Determine what you can hope for, what is a reasonable expectation, and at what point or final offer you will walk away. Prioritize what you are willing to give (e.g. price, services, delivery date or shipping charges) that is easiest or most cost effective. Similarly, consider what the other person will find very valuable. From here determine your tactics. I find that making a simple spread sheet helps me define and calculate my goals and how I will proceed and , and if the outcome of this negotiation is significant, consider role-playing with a colleague.
Let me tell you about a client who, as an association president, was responsible for securing meeting speakers. She had heard of very well-known respected negotiation subject expert. who cordially accepted the invitation. She was pleased with with ease of accomplishing her task and was confident the members would be appreciative.
Then off she went on a business trip. On her return, it was only two days before the event.
On the night of the event, he began his speech by thanking the members for the invitation. With dramatic effect, he took her check out of his pocket and tore it up. “Now let me tell you the mistakes she made, and tell you what she should have done:
Beware of false assumptions.
What you don’t know can hurt you. Assuming that all was set, she went on a business trip across the country. In the meantime, she instructed her assistance to confirm the arrangements and find out what audio- visual equipment he needed. After trying to reach him by phone several times, the assistant reluctantly told the owner that she was unable to reach him.
Ask questions, clarify and re-frame or repeat your agreement. Perhaps review what you have agreed to so far to confirm you are both on the same page. However, if you uncover a misunderstanding or problem, quickly determine your next best negotiation step. Should you resolve it now? Can you minimize it’s importance and focus again on your agreements? Perhaps you might agree to put it aside and return to it later. If there is a problem that needs to be Immediately follow-up in writing confirming and include, “please give me a call if you have any questions.” He did not respond, giving him some advantage of which she was not aware. Again, she assumed there were not fees.
Use timing to your advantage.
She waited until the last minute. He had purposely avoided her calls to add pressure and give her few options. When he finally returned her call, she was relived and friendly until he “reminded” her that, as usual, he expected his $2500 speaking fee in advance. She was a deer in headlights. What to do? Get off the phone! “Michael, I really want to discuss this with you, but I’m in a meeting. Would it be convenient for you if I called to later this afternoon? Does 3:00 work for you?” Now, she has bought precious time to calm down and gain her footing.
‘m In other circumstance, you may decide to run out the clock.
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Use your intellect, not your emotions.
When our emotions take control of our mind, it’s very difficult to think.
Keep your feeling to yourself. Betraying her fear, she raised her voice to a higher pitch and quickly rambled about. “You never told me you charged a Fee!”
He then used the power of silence, and she was boxed into the corner. Angry and agitated, she couldn’t think clearly. She rarely lost her power, but now felt vulnerable. Pined in, she did not even think to negotiate—very ironic.
End on a high note.
If you need or want to perverse or improve the relationship, end on a high note. If at any point they are upset, subtly help them save face. Make it a win-win and be sure to tell them how pleased you are to be working with them.
Be a good sport.
As the room filled with laughter, this association president she took it on the chin as the audience clapped in appreciate for a job well done.
Soon after, she hired him as her lawyer
© Helen Berman, 2018
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Helen Berman
I provide companies with sales skills and marketing strategies to increase revenues and profits. Our customized sales training and one-on-one coaching motivate sales teams to perform as expert solution providers. Sales executives turn to me when they need a trained eye and objective perspective to create new paths to sales growth.