Section 1 - Principles and fundamentals of sales negotiation

• The practice and psychology of the buying decision making process (DMP)
• Key business drivers and their impact on buying decisions and negotiations
• Understanding customers and buying cycles
• Outline of assertive buying tactics and strategies
• Managing the impact of multiple decision makers and referral to higher authority
• Outline of proven negotiation strategies
• Creating a ‘Total Value Proposition’
• Understanding why negotiations fail

Section 2 - Defining the ‘negotiation toolkit’ and strategy

• Exploring the value and USPs of our solutions
• Setting strategic objectives and focusing on best value solution
• Evaluating competitive offerings and perceived cost of the ‘work around’ solution
• Objection handling strategies that keep the sale alive
• A review of variables within the total value proposition
• Switching costs
• Rapport and relationship
• Bundling of complementary products
• Perception of financial and political risks
  

Section 3 - Skills and techniques for the execution of successful negotiations

• The practice and psychology of Transactional Dynamics
• Setting the agenda of the sales and DMP around Total Value
• Establishing our credibility and managing the perception of our authority
• Using the Probing Cycle to:
• Understand our customer, their needs and sensitivities
• Demonstrate a consultative approach and build the relationship
• Build the customer’s perception of the value of our solution
• Set the agenda of the DMP around Total Value
• Describing our offerings and articulating their value to individual customers
• Maintaining a positive climate
• Advanced closing techniques
• Strategies for fining the root cause of objections
• Getting a positive and lasting commitment
• Techniques for saying ‘no!’ and moving the sale forward

Section 4 - Winning business and increasing sales in competitive and challenging environments

• Characteristics of the competitive sales situation
• Anticipating assertive buying tactics
• Adapting our strategies to individual market challenges
• Breaking the deadlock
• Recognizing and managing the power balance within competitive negotiations
• Negotiation strategies to increase the perception of the value of our solution and handling competitor tactics
• Finding your own negotiation style
• Assessing your own sales performance and taking ownership of your own development