Negotiation

Ultimate Sales Performance

Presented
By
Andy
Entwistle
Sales & Marketing
Consultant
Ultimate Sales Performance Negotiation

WHAT IS
NEGOTIATION?
- a process generally
involving two parties,
where each has
something theintend
- Both parties other to
wants.
make the best deal for
themselves and so
compromise is sought by
negotiation.
WHY
NEGOTIATE?
Unless the buyer is satisfied that
they are achieving the best
product at the best price under
the best terms and conditions,
they will not buy from you.
Ultimate Sales Performance Negotiation

WHEN DO WE
NEGOTIATE?
Negotiation can take place
at any time, but is generally
commenced during or after
the sales pitch.
WHAT EVERY
SALESPERSON NEEDS
TO BE ABLE TO
Essential is an in-depth knowledge
NEGOTIATE:
of everything relating to your
company, products and services,
and as much knowledge as
possible about the target company
and its needs.
Ultimate Sales Performance Negotiation

WHAT CAN YOU

NEGOTIATE?
Perhaps a better question
is:
WHAT DOES THE CUSTOMER WANT
TO ACHIEVE?
Best price Fastest delivery

Highest Best
quality responses
Etc. Etc.

Each variable will have its own limits; the

highest and lowest price, the longest and
the shortest delivery etc.
 Negotiation
ESSENTIAL
Ultimate Sales Performance

PREPARATION
1/ Know what the customer wants, needs and
considers
an advantage.
2/ Define and prioritise objectives.
3/ Craft the offer; leave room for negotiation.

4/ Focus on the advantage, USPs, benefits &

differentiators.
5/ Know where ground can be given, and by
how much.
6/ Have ‘added value’ proposals ready, if
needed.
7/ List negotiation points; what is negotiable by
how much.
Ultimate Sales Performance Negotiation

THE
QUESTIONS: PROCESS

Is that acceptable?
Does that match your
need?
Can you relax that
aspect?
If you can relax this, I will see if I can change
that
Whichforare
you.
the most important aspects for
you?
Have we reached agreement on this point?
Can we mark it as agreed?
Ultimate Sales Performance Negotiation

FOLLOW
SUMMARISE S.C.C.
CLARIFY CONFIRM

- At each point agreed, or after a few

points,
summarise these in a list.
- Repeat and clarify each
point.
- Obtain full agreement, then write it down
in front of
them. Tick it for emphasis!
- Later the same day, confirm it in an email.
Ultimate Sales Performance Negotiation

CONSENSUAL
NEGOTIATION
GIVE SOME
GROUND!
You may be able to win every
point,
but this will not win friends!
Aim to win the major points, concede minor
points.
Where you know you can, give a little
ground.
This will: Make the process appear
equal.
Help to give them a sense of
achievement
Help to build a good ‘balanced’
relationship
Ultimate Sales Performance Negotiation

DEALING WITH
OBJECTIONS
..or a re-negotiation, or an impossible request to
compromise
- Treat with respect
- Establish its derivation
- Establish its importance; red-herring or
deal-breaker?
Returning to agreed points, or the impossible
request:
- Clarify, as above, be firm but fair
- Ask why the changed
- Protest, but always give it a
second
- Delaylook
to consult; return and re-check
status;
is it still a deal breaker?
Ultimate Sales Performance Negotiation

THE POWER OF
SILENCE
WARNING! THIS IS NOT TO BE ATTEMPTED BY
THE FAINT-HEARTED.
Used by experts it can result in:
- Objections
withdrawn
- An apology
- Order placed at full
value!
Less stressful, but still to advantage is:
The short silence, or pause
Agreement too quickly makes light of their
position:
reflect, consider, it respects their position or
 Negotiation

THE
Ultimate Sales Performance

COMPETITION
Never criticise the competition
Emphasise your USP and differentiators
Remind them of the main advantage of
using you
I am sure they would make a good
I believe but…..
supplier, we offer a more personal and
We are proud
efficient of our reliability and
service
Our customers come back for more;
professionalism
I would be happy to put you in touch with
them
Nothing derogatory, just a vague implication
 Negotiation

ADD
Ultimate Sales Performance

When aiming VALUE

for consensual agreement, or
dealing with objections, adding value can be
an effective tactic
- add something to the deal that is of
value
- tryto
tothem
make it low in cost to
yourself
Examples:
For products this could be the special
packaging
For services this could be extra time or
complimentary services

Always have your

lemons ready!
 Negotiation

SUMMAR
Ultimate Sales Performance

Y
Define objectives
Identify all points open to
negotiation
List and quantify the points; know the range
of options
When negotiating – be friendly with a
purpose!
Stick to your ground; know when and where to
compromise
Be firm but fair and work for a consensual
agreement
Give and take in a calculated way
Tick your boxes and move to
close
 Negotiation
Ultimate Sales Performance

Presented
By
Andy
Entwistle
Sales & Marketing
Consultant