Negotating in major accounts

Sales Negotiation

If you missed our post, Developing a roadmap for major account negotiation, you also can read the post in article format at CEO Refresher.

As we’ve argued before, because of the complexity of the negotiation itself and the significance of getting it right, the actual plan for a major account negotiation must be developed with care.  In any major account, if the sales team does not develop a well-conceived and coordinated negotiation plan, they are playing Russian roulette with the long-term relationship with the customer and with the profitability of the sales opportunity. 

In major accounts, the negotiation process is complex with many false starts, barriers along the way, and from time to time unanticipated good fortunes. Very few, even the most talented, can navigate the journey without a well-developed road map. The article presents this 4-part roadmap:

1. Delineate the major issues.

2. Understand the customer’s position.

3. Establish your position on each issue.

4. Develop a strategy for building the value of your concessions. 

Check out other posts on sales effectiveness at the Sales Training Connection. 

©2011 Sales Horizons™, LLC

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About Richard Ruff

For more than 30 years Dr. Richard Ruff and Dr. Janet Spirer - the founders of Sales Horizons - have worked with the Fortune 1000 - such as UPS, Canon USA, Smith & Nephew, Boston Scientific, Owens & Minor, Textron - to design and develop sales training programs. During his career Dick has authored numerous articles related to sales effectiveness and co-authored "Managing Major Sales", a book about sales management, "Parlez-Vous Business" which helps sales people integrate the language of business into the sales process, and "Getting Partnering Right" – a research based work on the best practices for forming strategic selling alliances. Dr. Ruff received his Ph.D. in Organizational Psychology from the University of Tennessee and a B.S. from Rennsselaer Polytechnic Institute.
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