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13-1

Negotiating Buyer

Concerns

Selling Today10

th

 Edition

 C      

H      A     P     T      E       R      Manning and Reece

13

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13-2

SixSte! Presentation Plan

1. Approach (Chapter 10)

2. Presentation (Chapter 11)

3. Demonstration (Chapter 12)

4. Negotiation

5. Close6. Sericing the Sale

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13-4

Negotiation$ A %in%in Strategy

! Personal selling is not a +*e ers$s the%,

process

! -& tr$st is strongnegotiation 'ecomes a

partnership to *or#

thro$gh i& not negotiation'ecomes com'atie

! See# to maintain long/term relationship

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13-5

Strategic Planning&'()RE 13*+

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13-6

Need #or Product

! Conitione response +- ont nee the

pro$ct.,

! Sincere nee resistance a great challenge

! Not conince o& %o$r pro$cts 'ene&its

! est *a% to oercomeproe %o$rpro$ct is a goo inestment

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13-7

The Product 'tsel# 

! Pro$ct not *ell esta'lishe

! Pro$ct *ill not 'e pop$lar 

!  Associates i not li#e the pro$ct! Present pro$cts%stem is satis&actor%

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13-8

Source o# Product

! "a%s to oercome incl$e

! -enti&% ho* pro$ct soles pro'lems

! S$perior 'ene&its o& %o$r pro$ct

! -ll$strate pro&its &rom aing secon line

! Place trial orer to eal$ate merits

! ecr$it champions insie '$%ers &irm

! Sta% isi'le an connecte to client

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13-10

Negotiation Training ,y Accli-us

See the

"e'site

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13-11

Price Concerns$

.o/ Price Strategy! ransactional '$%ers see# lo* prices

! 7mpo*ere salespeople a'le to appl% ario$s

isco$nts

! Do*nsie lo*er pro&its

an lo*er commissions

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13-12

"ealing /ith Price Concerns

! Do clari&% price concerns *ith 8$estions

! Do a al$e stress serice

! Do not ma#e price &ocal point! Do not apologi9e &or the price

! Do point o$t price8$alit% relationship

! Do emonstrate i&&erence 'et*een pricean cost

! Do not ma#e concessions too 8$ic#l%

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13-13

Price 'ce,erg

! Price is onl%

the tip o& the

ice'erg: remin

c$stomer o&

al$e/ae

&actors 'elo* tip

&'()RE 13*3

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13-14

Concerns Related to Tie

!  Also #no*n as +the stall,

! ;s$all% c$stomer oes not perceie

'ene&its o& '$%ing no*or sees 'oth

positie an negatie in pro$ct

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13-15

Custoer ,2ections

! C$stomer o'ections are o&ten re8$ests

&or more in&ormation to $sti&% '$%ing

ecisionTAB.E 13*1

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13-16

Negotiating Buyer Concerns

!

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13-17

S!eci#ic Negotiation Methods

! Direct enial

! e&$te prospects opinion or 'elie& 

! e &irm not o&&ensie thin# *in/*in

!  -nirect enial

!  Ac#no*lege prospects as partl% right

! =eel/=elt/=o$n

! +- $nerstan ho* %o$ feel ,

! +>thers hae felt  that *a%,

! +;ntil the% $se the pro$ct an found  it

8$ite eas% an relia'le,

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13-18

S!eci#ic Negotiation Methods

! ?$estions

! Conert pro'lem into nee/satis&action 8$estion

! +@o* *o$l a 30 percent re$ction in 'rea#o*ns

a&&ect %o$r compan%s pro&ita'ilit%,

!  S$perior 'ene&it

!  Ac#no*lege prospect has ali concern an &oc$s

on s$perior 'ene&it

! S$perior 'ene&its sho$l o$t*eigh speci&ic c$stomer

concerns

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13-19

S!eci#ic Negotiation Methods

! Demonstration

! Disc$ss competitie aantages o& %o$rpro$ct

! Demonstrations oercome '$%er s#epticisme&&ectiel%

! rial o&&er 

! Prospect tries pro$ct *itho$t p$rchasecommitment

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13-20

S!eci#ic Negotiation Methods

! hir/part% testimon%

! Ne$tral thir/part% testimon% as crei'ilit%

!  Almost neer triggers client arg$ment

!  Postpone metho

!Postpone ans*ers to client concerns $ntillater in ialog$e

! 7Bplain *h% %o$ *ant to postpone

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Negotiation Ti!s

See the &ollo*ing &or s$ggestions

! trainingeBpert.com

! *or#11.com

! mintools.com