The Sales Certification Program:

Negotiation Skills

The word “negotiation” conjures up an image of foes battling across a conference room table – one party emerging victorious, the other crushed.

In customer-centered negotiations, though, both parties leave the room with smiles on their faces. When the buyer and the seller reach a win-win agreement that benefits everyone in some way, the ultimate goal – saving the customer – is achieved, and all is right with the world.

Think of negotiation as an exercise in persuasive communication rather than a confrontation. Your goal is to persuade the buyer that you can meet his or her needs. If you do a good job of persuading, there’s no need for hard-ball negotiating. There is only a need for strong persuasive communication skills . . .

Who should attend?

Sales representatives, sales engineers, account managers, territory managers, account executives, account specialists, and any professional involved in sales. Bring training on-site or to our Bellingham, Washington Venue.

Core Competencies

· Persuasive communication skills

· Confidence and competence

· Maintaining a positive attitude

· Interpersonal communication and listening skills

· Ability to build credibility and trust in relationships

· Questioning skills

· Verbal communication skills

· Nonverbal communication skills

· Emotional self-control

The Sales Certification Program

The Sales Certification Program is based on core competencies necessary for sales success as identified by highly successful sales professionals and consultants throughout the United States.

The complete Sales Certification Program consists of ten modules. The first module is a full-day overview on Basic Sales Techniques. The nine remaining modules are half-day content modules covering specific sales topics. Each content module is followed by a half-day application module that addresses one of the defined sales competencies and is designed to be highly interactive and have

real-world application.

The Application Module

The application module is a half-day, skills-application workshop designed to follow the content module. It is in the application module that participants are given the opportunity to apply key concepts learned in the content module to work

related scenarios and experiences.

Benefits/Course Objectives

In this module, participants will learn strategies and techniques that will enable them to:

· Define negotiation.

· Explain what it takes to be a good negotiator.

· Describe win-win negotiation.

· Delineate the difference between obvious and underlying interests.

· Explain what a BATNA is and how it is used.

· Discuss how to make concessions.

· List at least four of the fourteen rules and principles of negotiation.

Program Agenda

Course Methodology · Pre- and post-tests to determine incoming and exiting knowledge · Self-assessment · Inbound selling skills exercises · Large and small group discussion · Individual reflective review and direct application · Interactive group and partner activities · Facilitative lecture · Role plays · Case studies Negotiate with Finesse · Establish trust with honesty and forthrightness. · Show openness to new ideas or challenges to your thinking. · Match your posture, voice, and gestures to your negotiation situation. · Keep your purpose “front and center” in all negotiation interactions. · Create an atmosphere of mutual respect. · Build on the strengths identified in the Negotiating Style Profile. · Have answers ready for any potential questions. · Communicate assertively – preserving the rights of all involved. Master the Ins and Outs · Know your product’s/service’s benefits like the back of your hand. · Outline the benefits your competitors offer, so you can outdo them as needed. · Learn what makes your customer tick – personality, values, experiences, beliefs and more. · Be able to argue from the customer’s point of view.

· Ask purposeful questions to get the answers you need more quickly.

· Model the behavior you want from the other party.

· Keep the customer’s needs at the forefront at all times.

· Rephrase and restate to get the message across.

· Use your power wisely, and watch for the customer’s power plays.

· Define and manage your BATNA.

· Figure out their BATNA so you know where to go next.

Follow Common Negotiation Rules

· Learn why you should never say “yes” to the first offer.

· Don’t confuse perceived value with actual value.

· Discover the importance of “walk away” power and when to use it.

· Make concessions only if you get a counter-concession.

· Learn why you shouldn’t be the first to name a price.

· Understand the importance of being the one who writes the contract.

· Discover why you need to keep your time constraints under wraps.

· Only use deadlines if they’re to your advantage.

· Know how to recognize a successfully completed negotiation.

· Master the techniques of the assertive negotiator – and avoid the pitfalls of the passive and aggressive approaches.

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