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www.butlerlearning.com info@butlerlearningsystems.com
Greetings Sales Professionals,
"We're only $5000 apart, why don't we compromise?" "If you can beat this price the order is yours!" "Now that we
agree on price I assume you're shipping pre-paid." I could go on and on...Why are salespeople so eager to
concede at the buyer's request? Now more than ever we must learn the art of negotiation-selling and quit leaving
money on the table.
Repeatedly, I hear sales management lament about how margins and profits are eroding, yet they don't provide the
skills that are necessary to protect their profits. Negotiation continues to feed on price sensitivity and salespeople
are at a disadvantage. Customers are doing everything they can to get the salesperson to cave. Discounts,
allowances and concessions are upper most on their minds while sales reps continue to react and give in for fear
of losing the account or order. Customers are flexing their power, playing one vendor against another and are
enjoying the outcome of their effort. Salespeople are getting outmaneuvered, intimidated, even embarrassed and
succumbing to the rath of the buyer. Sounds like the beginning of a horror movie, doesn't it? Unfortunately, this is
happening in many industries and markets. How about yours? Are your salespeople equipped to sell trained
customers and buyers today?
Whenever I have the opportunity to speak with purchasing I jump on it. Granted, I do have an inside advantage
when I tell buyers, "I'm a sales training consultant, what don't you like about salespeople?" Immediately they begin
to sound off like, "Salespeople talk too much, they don't listen, are not prepared, fail to ask, base their presentation
on quality and are the first to give in when we ask for a discount." Whew! I hope they weren't talking about me?!
When I mentioned price and asking for concessions the buyers agreed that salespeople quit selling during price
negotiations and typically cave. I keep reminding sales professionals, "What got us there we must continue to
keep us there." Never stop selling during a price discussion. You must continue to persuade and influence so the
customer perceives value. Your ability to communicate and apply selling skills motivates the buyer to agree.
Otherwise all the customer wants to talk about is getting a better price if you have nothing else to offer. Develop
your value story and sell your benefits to counter the buyers' requests. Continue to work the relationship and
remind the customers all you've done for them. Yes, appeal to the relationship and keep stressing you want to
reach a Win/Win agreement. But, let your customers know they can't win twice! As their preferred partner you must
win too, so they can receive the value and satisfaction of your offerings.
There is an art to negotiation-selling today. True negotiation is a "give and take" mentality, but is not always played
fairly by customers. Salespeople must become proficient and excel in sales fundamentals in order to understand
negotiation-selling. Strategies and tactics are used to maintain sales leverage and protect your profits. Please do
not discount in equal numbers and percentages! If you must lower price don't offer 10% off, make it 5.7% and no
more and continue to sell. Don't discount by offering a $1000 off, make it $459 which seems like a more exact and
definite number. Remember, get out of equal numbers and percentages and make the customer pull out the
calculator! Also remember less frequency and less dollar amount to control your concessions. Always be
prepared ahead of time and know your bargaining range. Negotiation-selling encompasses advanced selling
skills as well as planning and preparation. Sales pro's need to develop the strategies and understand how
concessions lead to Win/Win results. We call it Level 2 of the sales certification process for The Sales
Professional. We're happy to design a session just for your sales team. Enjoy your labor day weekend with your
family!
Good Luck & Good Selling!
Bob Butler, TSP
and the BLS T.E.A.M.
Together Each Achieves More
Send your information, ideas, thoughts and suggestions for monthly sales tips to info@butlerlearningsystems.com
Butler Learning Systems ~ 1325 W. Dorothy Lane ~ Dayton, OH 45409
Phone: 888-298-7462 ~ Fax: 866-298-5022
www.butlerlearning.com ~ info@butlerlearningsystems.com
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