1. Negotiating Buyer Concerns
Chapter 13
Negotiating Buyer Concerns

2. Six-Step Presentation Plan
Step 1-Approach
Step 2-Presentation
Step 3-Demonstration
Step 4-Negotiation

3. Step Four Anticipate buyer concerns Plan negotiating methods
Initiate win-win negotiations

4. What is Negotiation?
Working to reach an agreement that is mutually satisfactory to both buyer and seller
It is a win-win relationship strategy

5. Planning for Formal Negotiations
Gather information before the negotiation
Decide team versus individual negotiations for both seller and buyer
Understand the value of what you are offering
Determine your goals and financial objectives
Prepare an agenda
Review adaptive selling styles
Prepare a negotiation worksheet

6. Conducting the Negotiation Session
Understand the problem
Create alternative solutions that can add value (often referred to as logrolling)
Periodically review acknowledged points of agreement
Do not make concessions too quickly
Timing and the Pareto Law (80% of your results are generally agreed upon in the last 20% of your time)

7. Common Types of Buyer Concerns
Need for the product
About the product or services
Related to source
Related to time
Related to price (most common concern)

8. Concerns About the Product or Services
The product or service is not well established
The present product or service is satisfactory

9. Positive Ways to Deal with the Source (Loyalty) Objection
Work harder to identify problems your company can solve with its products or services
Point out the superior benefits of your product and your company
Work on recruiting internal champions to build more support for your message
Try to stay visible and connected

10. Specific Methods of Negotiating Buyer Concerns
Direct denial
Indirect denial
Questions
Superior benefit
Demonstration
Trial offer
Third-party testimony
Postpone method

11. How to Deal with Price Concerns
Do clarify price concerns with questions
Do add value with a cluster of satisfactions
Do not make price the focal point of your sales presentation
Do not apologize for the price
Do point out the relationship between price and quality
Do explain and demonstrate the difference between price and cost

12. General Strategies for Negotiating Buyer Concerns
Anticipate and forestall buyer concerns
Know the value of what you are offering
Prepare for negotiations
Understand the problem
Create alternative solutions
Find some point of agreement
Do not destroy your relationship strategy with anger

13. Buyer Tactics Budget Limitation Take-It-or-Leave-It
Let-Us-Split-the-Difference
If Then
Sell Low Now, Make Profits Later