Introduction

You are about to go into an important sales negotiation. You have done your homework, you have a plan and a strategy. But now you are face to face with the buyer. What should you say, when should you say it, how should you say it? That is what this book is all about. It will guide you through the negotiating process and make sure that you have the right words at your fingertips for any negotiating situation that you encounter.

The book is divided into five parts. The first part focuses on the core concepts and structures that apply to any negotiation. This is the only section of the book that does not have any scripts or dialogues.

The next four sections of the book focus on what to say when you’re actually conducting the sales negotiation. They roughly follow the sequence of events in a negotiation. First we look at Building the Base, which involves gathering information, setting expectations, building relationships, and creating a win/win situation. These processes need to continue throughout the entire negotiation, but it is essential that you start them right at the beginning.

The third section examines all the things that go on during the negotiation back-and-forth. All the tactics and strategies, and especially the tricks buyers will try to play. The fourth section, Going for the Close, focuses on what to do and not do in making concessions and reaching the final agreement.

Finally, in the last section we put it all together and walk you through some negotiations and show you what to say from beginning to end.