8/9/2019 Manning 10 13
1/21
13-1
Negotiating Buyer
Concerns
Selling Today10
th
Edition
C
H A P T E R Manning and Reece
13
8/9/2019 Manning 10 13
2/21
13-2
SixSte! Presentation Plan
1. Approach (Chapter 10)
2. Presentation (Chapter 11)
3. Demonstration (Chapter 12)
4. Negotiation
5. Close6. Sericing the Sale
8/9/2019 Manning 10 13
3/21
8/9/2019 Manning 10 13
4/21
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$gh i& not negotiation'ecomes com'atie
! See# to maintain long/term relationship
8/9/2019 Manning 10 13
5/21
13-5
Strategic Planning&'()RE 13*+
8/9/2019 Manning 10 13
6/21
13-6
Need #or Product
! Conitione response +- ont nee the
pro$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
8/9/2019 Manning 10 13
7/21
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$cts%stem is satis&actor%
8/9/2019 Manning 10 13
8/21
13-8
Source o# Product
! "a%s to oercome incl$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
8/9/2019 Manning 10 13
9/21
8/9/2019 Manning 10 13
10/21
13-10
Negotiation Training ,y Accli-us
See the
"e'site
8/9/2019 Manning 10 13
11/21
13-11
Price Concerns$
.o/ Price Strategy! ransactional '$%ers see# lo* prices
! 7mpo*ere salespeople a'le to appl% ario$s
isco$nts
! Do*nsie lo*er pro&its
an lo*er commissions
8/9/2019 Manning 10 13
12/21
13-12
"ealing /ith Price Concerns
! Do clari&% price concerns *ith 8$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%
8/9/2019 Manning 10 13
13/21
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
8/9/2019 Manning 10 13
14/21
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
8/9/2019 Manning 10 13
15/21
13-15
Custoer ,2ections
! C$stomer o'ections are o&ten re8$ests
&or more in&ormation to $sti&% '$%ing
ecisionTAB.E 13*1
8/9/2019 Manning 10 13
16/21
13-16
Negotiating Buyer Concerns
!
8/9/2019 Manning 10 13
17/21
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$ite eas% an relia'le,
8/9/2019 Manning 10 13
18/21
13-18
S!eci#ic Negotiation Methods
! ?$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$stomer
concerns
8/9/2019 Manning 10 13
19/21
13-19
S!eci#ic Negotiation Methods
! Demonstration
! Disc$ss competitie aantages o& %o$rpro$ct
! Demonstrations oercome '$%er s#epticisme&&ectiel%
! rial o&&er
! Prospect tries pro$ct *itho$t p$rchasecommitment
8/9/2019 Manning 10 13
20/21
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
8/9/2019 Manning 10 13
21/21
13-21
Negotiation Ti!s
See the &ollo*ing &or s$ggestions
! trainingeBpert.com
! *or#11.com
! mintools.com