Gaby Awad - “Buying Customers”
S4 Episode 13: Beyond Win-Win – Your Negotiation Skills
My name is Gaby Awad AKA The Coach on Wheels (you have to watch my YouTube channel to know why 😉), and I am your host for the BUYING CUSTOMERS radio show 🔥🔥🔥
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In this “Buying Customers” Episode 13 of Season 4, we are going to talk about Negotiation in Sales. More specifically we are gonna talk about the different negotiation strategies, the 4 phases of negotiation, skills needed, BATNA, WATNA, and ZOPA,… and more.
This is why I would like to call this episode “Beyond Win-Win”
Everything is a negotiation. Everything is a little bit of positioning, problem solving, and give and take. The issue is that we jump into positional / distributive negotiation and we forget that there are always solutions to the problem at hand whether it’s a political opinion or a sales pitch.
DISTRIBUTIVE negotiation involves a fixed pie. There is only so much to go around and each party wants as big a slice as possible. Example: battling over the price of a car with a car salesman. Relationship or creating a positive impression is not important in this type of negotiation. Also both parties her keep information confidential. For example, you don’t want a salesman to know how badly you need a new car or how much you are willing to pay. Both are trying to extract information from the other party with no one succeeding.
What You Need to Know
INTEGRATIVE negotiation and here opponents (if we can call them as such) cooperate and solve the problem at hand. Both parties believe they can walk away with something without giving up something important and they are both ready to give concessions on less important issues. In the INTEGRATIVE type of negotiation, both concentrate on interests not positions… They are at ease sharing information; which is an essential part of problem solving and they tend to build bridges.
What You Need to Do
STEP 1: PLAN and PREPARE
“Never wish life were easier, Wish that YOU were better.” - Jim Rohn
The important thing is to recognize your skills and be prepared to respond if they are used against you in a negotiation. As long as you recognize the skills when they are used, you can actually turn them to your advantage in a pressurized negotiation setting.
Identify with your team your ZOPA, BATNA, WAP, and BATNA. Consider all if-then-else scenario and come up with solutions on paper even before you go the meeting.
Step 2: During Negotiation Information Exchange
Try to create a mutual gain solution. This requires some activities not usually associated with negotiations, for example:
Step 3: During Bargaining
Ask What You Want, Ask What They Want and then Ask what you BOTH Combined Want. This will help reaching mutual gain. A useful exercise here is to break down your statements into wants and needs. This is particularly valuable if your statements are vague. Let’s take the statement, “I want changes to the schedule,” as an example.
This will give you some bargaining room during the negotiation process, and will help ensure that you get what you need out of the solution. In this example, you may be willing to give up a more regular schedule if more notice for schedule changes is provided.
When you both have the same goal a logistical conflict rather than an emotional one, you can see that there is good starting ground for a solution.
Step 4: Build and Agreement and Close
This is the ability to translate generalities into specifics. The bargaining is over. Let’s create an agreement based on a fair and accurate interpretation of the consensus the parties have reached.
A good negotiations team will have at least one “details guy (or gal)” who is able to get the print in place after the negotiators have put the outline in front of them. I mean, we are all familiar with what can happen when the terms of an agreement are not clearly spelled out…
Written by Gaby Awad
As a Business and Executive Coach, Gaby helps business owners, leaders, and teams grow and achieve their goals through alignment, business re-education, coaching, and mentoring. He has more than 25 years of experience in executive positions and transforming businesses. Currently, he is the Franchise Owner of ActionCOACH in Lebanon and in this position he also coaches Business Owners, CEOs and other top level executives. Gaby hold international accreditations as certified coach from ActionCOACH, Marshall Goldsmith, The John Maxwell Team, and Jeffrey Gitomer Sales Academy. Gaby is also the founder of Good Session Coaching, an online learning platform for executives and business professionals where leaders can go through self-paced learning.
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