Sales Negotiation

• Definition of Negotiation

• The concept of the transaction equalling selling and negotiation

• The difference between 'buying objections' and 'negotiation issues'

• The three approaches to negotiation - balanced, conflict, compliant

• The benefits of balanced negotiation

• The key principles of balanced negotiation

• Planning for a negotiation meeting;

- Defining optimum and fallback positions and your BATNA

- Establishing customer demands

- Defining your negotiation opportunities

- Calculating the financial implications

- Analysis of positions: who will be in their negotiation teams

- Role planning if you are part of a negotiation team

• Managing the Negotiation Meeting

- Meeting framework using a 5 point plan

- The importance of establishing a positive relationship

- Understanding the interests behind the stated customer position

- How to set up concession trades

- Generating alternatives

- Behaviours in reaching agreements

- Creating win-wins

- Saying no whilst keeping the dialogue open

- Countering customer tactics