Negotiation = A "Winning" Process

by Mike Joyce

Perhaps no word is more misunderstood or practically abused in selling today than 'negotiation'. Some sales persons still assume that to 'negotiate' means for them to 'get the upper hand', to 'come out on top at all costs' or even be 'victorious'. Nothing could be further from the truth in today's complex business environment.

Today's true professional understands the reason for and the value in effective 'negotiation'. Webster says 'negotiation' means "to carry on business to arrive at the settlement of some matter" never once implying that only one party "wins". As a matter of fact, today's most successful sales professionals have become skilled catalysts to 'win win' negotiations, meaning the end result is that both parties benefit through the leadership of the sales person.

It is not automatic that both parties 'win' in every sales transaction. It takes a skillful, prepared and unselfish person to ensure this result. 'Negotiation' cannot really even start without following a professional, effective and non-manipulative process.

Effective 'negotiations' begins with the determination and confirmation of how your client or prospect intends to buy. You will need not just the buyer's names and titles but the roles they play in the decision-making process. Confirm the degree of influence each buyer has and the desired end-result each seeks.

Once we know this, our next step is to confirm their buying criteria. That is, what are the specific needs and measurements deemed important by each buyer. Some buyers will be more interested in proof of quality, deliverables, referrals or cost of service. It is safe to assume this about 'price'. It is almost always a factor. It is almost never the only factor. However, it can become the determining factor when we have failed to differentiate our products and services from their other alternatives. People decide by differentiating and unless they can easily see the reason to do business with us, they often revert to price as an obvious differentiation. The final step in any sales process is to be able to clearly show how your product or service offers the most appropriate solution for the circumstances described.

By following these simple, proven steps, we enhance our chance to favorably influence the outcome to include us while helping the client to 'win'. This is how we want our clients to see us, as the responsible party to their desired end results. Such an approach ensures both parties stay focused on the most important elements of the decision process allowing good judgment and reason to prevail and reward your preparation.

Today's buying professionals are seeking to do business with those who clearly differentiate themselves and their deliverables from others.

When we practice "effective negotiation", we are following all these steps and doing the important presale homework that contributes to the differentiation. For example, we will want to challenge ourselves to ask;

• Does our proposed solution clearly reflect the client's interests and concerns?
• When we look at our proposed solution through the client's eyes, will it deliver what they seek?
• Have we consistently conducted ourselves as if we are dealing with other professionals with the intent of doing additional and repeat business with them?
• Have we openly discussed any weaknesses of our proposal with the prospective client?

True 'negotiation' process means that you will hold yourself to a higher standard, one that ensures your client 'wins'. Through your demonstrative honesty, preparation and commitment to help them fulfill their needs, your client will gain confidence and credibility in you, your company and your deliverables. This unselfish, professional approach to helping your client is what the winning 'negotiation' process is all about.

Since 1992, Mike Joyce has been a leading sales consultant for Miller Heiman, Inc. a Reno, Nevada-based corporation that helps business install sales processes. Mike has his own consulting business, Decision Dynamics, where he and his associates partner with clients to enhance their sales, leadership effectiveness, coaching and communications through development of practical, tailored approaches, customized workshops and effective consulting engagements. You can reach Mike at Miller Heiman by calling 800-526-6400 or visit our micro site for more information about Miller Heiman's products and services.