PHASE 12: NEGOTIATION GUIDELINES
Arm your sales force with techniques to win deals that maximize price. Integrate these techniques into your coaching plan and your Opportunity and Account Management Processes.
Some buyers truly are “price buyers.” They are only interested in getting the lowest price possible for a product. Other buyers are “value buyers.” They will pay more for the differentiated value you provide. The trouble is some “value buyers” will try to convince your reps that they are “price buyers” to get a lower price. Classifying your buyers and knowing when and how much discretionary discount to allow can make the difference between revenue stagnation and accelerated growth.
Rapid Diagnostic
1. You have broken down what portion of your buyers by category (price buyers, value buyers, relationship buyers, negotiators).
2. You have identified unique characteristics of each buyer type (price buyers, value buyers, relationship buyers, negotiators).
3. Your negotiation playbook is utilized frequently by sales and marketing.
4. Your sellers utilize customized positioning for each buyer type and market segment.
5. Your sellers understand the company’s cost structure, and at what point a deal becomes unprofitable.
6. Your sellers are given guidance, training and coaching on how to identify individual buyers by category.
7. Your sellers have strong awareness of each buyer type and how to best sell to each.
8. You know the discount rates and profitability for each buyer type.
9. You have a strategy to identify and focus on value buyers.
10. You have integrated your Negotiation guidelines into your Account Management and Opportunity Management Processes.
Deliverables
• Negotiation Assessment
• Buyer Personas
• Segment Battle Cards
• Negotiation Playbook
• Negotiation Training
• Integration into your Account Management Process
• Integration into your Opportunity Management Process
