Webinar

In this webinar, Dominique Seguin, Managing Director of KESTIO, gives you the keys to zen commercial negotiation and to building lasting relationships with your ecosystem.

Distinguishing between sales and commercial negotiation

Negotiation is a means of reaching agreement between two parties who disagree.

It's not necessarily necessary to make a sale. First you have to sell, then you can negotiate. Negotiation can then be used to find a compromise between two parties.

Commercial negotiation framework and preparation

Spend 80% of your time preparing and defining a shared common objective (a WIN/WIN agreement).

The right frame of mind for successful sales negotiation

• • Separate the people from the problem
  • Focus on interests, not positions
  • Negotiate only on the basis of objective criteria
  • Lack of resistance from one party increases the demands of the other

Start with a high initial requirement, and you'll be preparing an acceptable fallback solution. The key is to find the ZAPO (Zone of Possible Agreement).

Do not negotiate

The first step is to refuse the sales negotiation. It's essential to start by defending your value proposition with arguments.

The key is to delay the deadline for commercial negotiation.

Enhance the value of your offering to reinforce the impact of value on the players involved in commercial negotiation: 

• • Define a common objective shared with the customer
  • Rebalancing and facilitating relations with buyers
  • Demonstrate return on investment
  • Think in terms of total cost of ownership

Explore options

Imagine options for mutual gain:

• • Expand your negotiating space
  • Allocating negotiating space

Example of options to explore to obtain : 

• • More BUSINESS
  • FINANCIAL counterparties
  • A PARTNERSHIP relationship
  • TESTIMONIALS, getting COOPERATED

Managing concessions/counterparties in commercial negotiations

The concession is an advantage granted to the other, to which he is attached. The counterparty is a benefit obtained, to which I am attached.

There are several steps to follow in order to obtain a quid pro quo in a commercial negotiation. Dominique Seguin explains them in this webinar.

Getting a deal by limiting effort

If a step back is necessary to reach an agreement in a commercial negotiation, it must be done step by step. These steps are detailed by Dominique Seguin in this webinar.

To take things a step further, we suggest an article on how to dust off sales techniques.