Welcome to the negotiation training field application guide. Your guide includes two tape cassettes and each cassette contains two recorded segments. There are tape review segments for Module 2, Making Better Deals, Module 3, the Settlement Range, Module 4, Gathering information, and Module 5, Tools and Tactics.

The tapes will review key elements of the course and will provide you with useful information that will be useful as you proceed through the activities of each module. You are now listening to Tape l, Side A, Making Better Deals.

The object of all sales negotiations is to make the best possible deal with each customer. you want to make the sale, you want to make the sale at the best possible price, and at the same time you want a happy, satisfied customer whose needs have truly been met.

In order to accomplish this, you need to really understand the customer and his or her needs, you need to work hard with the customer to make sure that your package of services and products will really achieve his or her goals, and you want to make the sale at the highest possible price, resisting to the best of your ability the customer's efforts to get more for less money.

What is it really worth to you and to your company to try to achieve better sales negotiation results? Is it worth it to take some reasonable, calculated risks in order to negotiate more profitable sales. Only you and your manager can make this decision. However, you can quantify the possibilities.

Imagine, for example, a company with annual sales of 50 million dollars, and imagine that they were able to negotiate deals that were, on average, just 1% better than they're now doing. That would mean that they would increase their profitability by five hundred thousand dollars. That five hundred thousand dollars goes right to the bottom line. It's pure profit. There are no costs involved in that. It's simply talking for money.