Red-Hot Sales Negotiation: Everything You Need to Know to Close Deals, Build Relationships, and Create Win-Win Outcomes

225 Pages·2007·0.67 MB·English

by  Paul S. Goldner

Praise for Red-Hot Sales Negotiation
‘‘This bookisspoton.Fromunderstanding pricingandpipelines,to
providingguidanceonpersonaldemeanor,ittakesacomplexart,
demystifiesit,andprovidessimpleyetpowerful rulestonegotiateby.
Itrings truewithmyownexperiences.’’
—AmbujGoyal,General Manager,InformationManagement
Software,IBMSoftwareGroup
‘‘GoldnerandMcKeonhavean easy,believable,andenjoyablewayof
writingthatsalesmencanrelateto.’’
—LennardI.Carlson,ChairmanandCEO,Modagrafics,Inc.
‘‘This bookexplainsthestepsofasuccessfulsalesnegotiationin
simplelanguagewithrelatableexamplesforeachofthefoursteps.
GoldnerandMcKeonrecognizetherealissues andfocusontipsand
techniquestomaketheoutcomeawin-winforbothsides.After23
yearsofsellingsoftware middlewareandsolutions,Ispecifically
relatedtothepriceissue.Theauthorsareabletoexplainhowtodeal
withthisissueby‘synthesizing’thedealsobothsideswin.Iwas
trainedbymajorcorporationsonnegotiationsskills,and thisbook
containsseveralareas(forexample,powerquestionsandphrases)that
werenevermentionedoraddressedbefore.Irecommendthisbookas
a‘must-read’ foreverysalespersonwhowantstobuildgoodclient
relationshipswhileclosing profitablebusinessforhis/hercompany.’’
—NadineM.Rosenbaum,IBMProgramManager
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Red-Hot Sales
NEGOTIATION
EVERYTHING YOU NEED TO KNOW
TO CLOSE DEALS, BUILD RELATIONSHIPS,
AND CREATE WIN/WIN OUTCOMES
PAUL S. GOLDNER
AND PETER MCKEON
AmericanManagementAssociation
NewYork•Atlanta•Brussels•Chicago•MexicoCity•SanFrancisco
Shanghai•Tokyo•Toronto•Washington,D.C.
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SpecialdiscountsonbulkquantitiesofAMACOMbooksare
availabletocorporations,professionalassociations,andother
organizations.Fordetails,contactSpecialSalesDepartment,
AMACOM,adivisionofAmericanManagementAssociation,
1601Broadway,NewYork,NY10019.
Tel:[phone].Fax:[phone].
E-mail:[email protected]
Website:www.amacombooks.org/go/specialsales
ToviewallAMACOMtitlesgoto:www.amacombooks.org
Thispublicationisdesignedtoprovideaccurateandauthoritative
informationinregardtothesubjectmattercovered.Itissoldwiththe
understandingthatthepublisherisnotengagedinrenderinglegal,
accounting,orotherprofessionalservice.Iflegaladviceorotherexpert
assistanceisrequired,theservicesofacompetentprofessionalperson
shouldbesought.
LibraryofCongressCataloging-in-PublicationData
Goldner,PaulS.
Red-hotsalesnegotiation:everythingyouneedtoknowtoclosedeals,build
relationships,andcreatewin-winoutcomes/PaulS.GoldnerandPeterMcKeon.
p. cm.
Includesbibliographicalreferencesandindex.
ISBN-13:978-0-8144-7354-2
ISBN-10:0-8144-7354-7
1. Selling. 2. Negotiationinbusiness. 3. Deals. I. McKeon,Peter. II. Title.
HF5438.25.G6417 2007
658.4(cid:2)052—dc22
2006102134
(cid:2)2007PaulS.GoldnerandPeterMcKeon.
Allrightsreserved.
PrintedintheUnitedStatesofAmerica.
Thispublicationmaynotbereproduced,
storedinaretrievalsystem,
ortransmittedinwholeorinpart,
inanyformorbyanymeans,electronic,
mechanical,photocopying,recording,orotherwise,
withoutthepriorwrittenpermissionofAMACOM,
adivisionofAmericanManagementAssociation,
1601Broadway,NewYork,NY10019.
Printingnumber
10 9 8 7 6 5 4 3 2 1
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FromPaul:
Tothethreewomeninmylife;mytwodaughtersJakiandElissa,who
havealways beenthereforme,andtothenewwomaninmylife,Lynn
Spiess,whoisshowingmethewayforward.
FromPeter:
TomywifeGaye:mybestfriend,mymoralcompass,andmy
inspiration.
.................16412$ $$FM 05-07-0711:15:23 PS PAGEv
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Contents
Preface ix
Acknowledgments xi
Part One. The Science of Negotiating 1
Chapter1. WhatIsSales Negotiation? 3
Chapter2. ThePrinciplesofWin/WinNegotiation 15
Chapter3. CreatingaSolutionThatBenefitsYour Company 29
Chapter4. PlanningfortheNegotiation 43
Chapter5. High-ImpactSalesPlanningStrategies 55
Chapter6. HowtoSynthesizeaDeal 83
Part Two. Negotiating Tactics 95
Chapter7. UsingNegotiatingStylestoGainAdvantage 97
Chapter8. PowerQuestioningStrategies 115
Chapter9. PowerCommunicationsStrategies 133
Chapter10. NegotiatingPloysandTactics:TheBuyer 151
vii
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viii Contents
Chapter11. NegotiatingPloysandTactics:TheSeller 169
Chapter12. NegotiatingwithBigCompanies 181
Conclusion 193
Index 199
AbouttheAuthors 209
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Preface
Before you get started, we want to give you our perspective on what
makesthis bookdifferent.
First, this book is different because it is written by two great sales
professionals, not one. My name is Paul Goldner, and I have been in
salessince1983,firstin a computertrainingcompanythatI founded,
and now in a global sales training organization that I cofounded with
mycoauthorand partner,Peter McKeon.
Iwasabletogrowmyfirstcompanyfromzeroinsalesand$3,000
in working capital to one with $100 million in sales in just twelve
short years. We were the second largest company of its type in the
world.
During that period, I negotiated many a sale. There were times
that I was very successful, and there were times that I was not. The
good news for you is that I will share both my winning and learning
(losing)experienceswithyou.Youcanlearnfromboth.
My mistakes cost me plenty. You, on the other hand, can save
yourselftheagonyoflearningthehardwaybysimplyreadingon.
My partner and coauthor, Peter McKeon, is also a great sales pro-
fessional. Peter has a great deal of experience to share as well. He is
recognizedthroughouttheAsiaPacificareaasthemostdown-to-earth
ix
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