Sales Training Advice: Getting What You Need From Your Sales Opportunities Through Effective Negotiation Techniques
In Sales training programmes, negotiation skills are often missed altogether. You could 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, we all believe that our opinion is very important and that everyone else should at least consider seeing things our way. If you had no desires or requirements, there would be little reason for you to enter in into negotiations with others.
If sales courses don't always teach influencing skills, how then can you convince other people to favourably consider your suggestions?
Believe it or not, there is a science backed up by more than 60 years of research that has informed our knowledge of the use of persuasion to meet our needs and wants in sales negotiation. The world's foremost expert on the science of persuasion, Dr Robert Cialdini, has identified 6 principles of persuasive communications in his research work:
Reciprocation
Liking
Commitment & Consistency
Authority
Scarcity
Social Proof
Whilst persuasion will always be an art, it is really helpful to deploy the power of the 6 principles uncovered by science to increase your chances of influencing others to give you what you really want.
Let's start by examining at what I believe to be the most important principle from a negotiation point of view - reciprocation.
Reciprocation means that we return to others the form of behaviour that they exhibit 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 want?
Here's how:
Make sure that when you start a negotiation you ask for a little more than you would like to receive.
Let's say you are selling a widget and you would like to receive $ 100 for the widget.
If you would like to apply the principle of reciprocation, then you should start by asking for a little more - let's say by requesting $ 105.
If your counterparty does not agree to handing over $ 105 for the widget, then you are able to extend a concession by lowering your required 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 make the concession - don't wait for your counterparty to offer 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 could reduce the price from $ 105 to $ 100". This way you give an indication to your counterparty that you are willing to be flexible and you will now significantly improve 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 revised offer as a new proposal, not as a concession.
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