Improve Sales by Negotiating to Win-Win

By Roger Dawson

Learning how to negotiate re moves pressure, stress and friction
from your life. This is something internationally known negotiator
Roger Dawson emphasizes on the subject of negotiations. You see,
negotiating is like chess ó if you don’t know how to play you will
be intimidated by the activity, especially if your opponent knows
the game. Negotiating is a predicable event that has rules, planned
moves, and counter moves. But, unlike chess, negotiating is an
activity you can’t avoid, so learn the rules. This article discusses
the five underlying facts about negotiating, win-win negotiating,
and the definition of a good negotiator.

Five Underlying Facts About Negotiating

1. You are negotiating all the time. Whether you are buying
supplies, selling products or services, dis cuss ing pay with
employees, buying a car, disagreeing with your spouse, or dealing
with your children, you are always negotiating. It’s just that some
of what you negotiate, are considered by you as normal activity.

2. Everything you want is presently owned or controlled by someone
else. Doesn’t that statement seem like “a given?” But think of the
im plications. To get what you want means you have to negotiate with
the person that has it.

3. There are predictable responses to strategic maneuvers or
gambits. It is critical to un derstand this because if strategies
are predictable then they can be managed. If a gambit such as
“nibbling” for extras at the end of a negotiation is employed on you
then you can request “trade-offs” to either stop it or get extras
for yourself.

4. There are three critical factors to every negotiation:

ï The understanding of power ó Who has the power in the negotiation?
Understanding this will help you in your strategies. Does the person
you are dealing with have the power to make the decision? Are you in
a weak negotiating position? If so, can you bring in factors or
strategies that mitigate that?

ï The information factor ó What the opponent wants, what they
require, and understanding the elements about the object negotiated
for are all informational items that are critical for a smooth
negotiation or to use to your advantage.

ï The time element ó Time is an important element to negotiation. If
someone wants your product but is desperate because they need it
quickly, it’s a big factor in the strength of your position. You
know they have little time to compare other products. You can
guarantee speed for more money.

5. People are different and have different personality styles that
must be accounted for in negotiations. Strategies are affected by
the people within the negotiation. If you play to the needs and
desires of the person, you will be more successful in the

Win-Win Negotiating

Understanding the underlying facts about negotiations gives you a
base to work from in any negotiation but win-win is a central theme
that must be concentrated on. Keep in mind three simple rules:

1. Never narrow negotiations down to one issue. Doing so leaves the
participants in the position of having a winner or a loser. When
single-issue negotiations become a factor, broaden the scope of the
negotiations. If immediate delivery is important to a customer and
you can’t meet the schedule, maybe a partial shipment will resolve
their problem while you produce the rest.

2. Never assume you know what the other party wants. What you think
you are negotiating for may be totally different from what they are.
You may be selling them on quality, when what they need is medium
quality, low price and large volume. Always keep an eye on their
wants and needs.

3. Understand that people are different and have different
perspectives on negotiations. Some may want to negotiate and build a
long term business relationship. Others may want the deal, and a
handshake and it’s over. Price is generally an important factor but
never assume that money is the only issue. Other issues can change
the price they are willing to accept or the price you are willing to
accept, like financing, quality, and speed.

The Negotiator

Let’s now direct our attention to the negotiator ó You. To be a good
negotiator requires five things:

1. Understand that negotiating is always a two-way affair ó If you
ignore that fact, you will ignore the needs of the other par ty and
put a stake in the heart of the negotiation.

2. Desire to acquire the skills of negotiating ó Negotiating is a
learned activity. Constantly evaluate your performance and determine
how you can improve.

3. Understand how the human factor and gambits affect negotiating ó
Knowing one gambit and using it always is not enough. It may not
work on some people. They may have an affective counter to the
gambit. Then you are lost or may not recognize tactics being used on

4. Be willing to practice ó Pay attention to what you are doing
during negotiations. Plan them and re-evaluate your performance.
Prepare for negotiations by practicing with someone.

5. Desire to create Win-Win situations ó You don’t want to negotiate
with someone who only wants to destroy you. If you both win, a
future deal is possible.

As you understand the rules and the process of negotiations, the
stress, pressure and friction that currently get in your way will
disappear. You will actually learn to enjoy the process. HBM

For more material on this subject read Roger Dawson’s book, Roger
Dawson’s Secrets of Power Negotiating or his taped program Secrets
of Power Negotiating by calling 1-800-525-9000 or writing
Nightingale Conant Corporation, 7300 N. Lehigh Ave. Niles, IL 60714.

Originally Published at

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