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Sales Training Advice: Obtaining What You Need From Your Sales Meetings Through Effective Negotiation Techniques
In Sales training programmes, sales negotiation skills are often overlooked. One might say that the underlying reason most of us feel the need to negotiate with others is so that we can find a way to get what we want. Being human, most of us believe that our viewpoint is very important and that everyone else should at least think about seeing things our way. If you had no wants or needs, there would be little reason for you to enter in into negotiations with others.
If sales courses don't always teach persuasion skills, how then can you convince other people to favourably consider your recommendations?
Believe it or not, there is a science supported by more than 60 years of research that has informed our knowledge of the use of influence to satisfy our needs and desires in sales negotiation. The world's foremost expert on the science of persuasion, Dr Robert Cialdini, has identified 6 principles of persuasive communication in his investigative efforts:
Reciprocation
Liking
Commitment & Consistency
Authority
Scarcity
Social Proof
Whilst persuasion will always be an art, it is astonishingly helpful to harness the power of the 6 principles discovered by science to increase your odds of convincing others to give you what you really want.
Let's start by closely looking at what I believe to be the most important principle from a negotiation viewpoint - reciprocation.
Reciprocation means that we return to others the same behaviour that they demonstrate towards us. If you have helped me, then I should do you a favour. If you invite me to your birthday party, then I should invite you to my birthday party. If you make a concession to me, then I should make a concession to you.
So what does this mean to you and how can you employ it to get what you would like?
Here's how:
Ensure that when you start a negotiation you ask for a little more than you would like to receive.
Let's say you are marketing a widget and you need to get $ 100 for the widget.
If you would like to apply the principle of reciprocation, then you should commence by requesting a little more - let's say by asking for $ 105.
If your counterparty does not agree to handing over $ 105 for the widget, then you are able to make a concession by discounting your asking price to $ 100 in exchange for your counterparty also making a concession to you. A concession that your counterparty could make in this case could be to pay you cash on the spot or to pay for shipping etc.
The key is for you to offer the concession - don't wait for your counterparty to make a concession. Just make sure that you use the word 'if' when you make your concession:
"If you are prepared to hand over the cash right now, then I will reduce the price from $ 105 to $ 100". This way you give an indication to your counterparty that you are prepared to be flexible and you will now significantly enhance the likeliness of them also being flexible and offering a concession in return.
Just be sure to use this principle 'in the moment' whilst you are negotiating. If you walked away from a negotiation to review your proposal, your counterparty will be more likely to regard your amended offer as a new proposal, not as a concession.
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