negotiating skills for dummies

RONALD ANICETO

MARKETINGIMC, DIGITAL MARKETING, M-

COMMERCE,CONTENT MARKETING STRATEGY.

PAST CLIENTS / PARTNERSHIPSSMART, COKE, PEPSI, NOKIA, RFM

CORP.,MICROSOFT, PLDT, 7-11, ETC.

Negotiating means….

Talk Discuss Confer Consult Bargain Agree Settle Collaborate Reach a deal

Selling…the best way to get what you want..

Sale Transaction Deal Trade Vending

Basic Selling Skills(30-day Dale Carnegie Strategy Course)

Important Parts of Selling1. Creating a need2. Mention features and benefits3. To sell is to ask, not talk4. Making the client “agree” with you5. Summarizing the sales conversation6. Ending with a commitment7. Handling objections8. (Personalizing your speech)

I. Creating a need

Need- require, want, necessitate, could do with, have to, must have, should and ought, essential

1. Start with a question (answerable by YES) that will lead to realizing a NEED for your products

Let’s look at some scenarios If I can help save you thousands of dollars, will you

give me a chance to explain how?

If I can show you to cut your cost on travels, and still meet with your clients, would you be interested?

My cellphone can make calls for FREE anywhere, anytime even around the world. Would you like to buy it?

A TV placement cost 65,000 per 30-seconder, effectively you need 8 per day hence that’s 15,600,000. But I have a package at 600,000 and gives you the same media exposure. Interested?

YOUR TURN

II. Mention features and benefits

Feature – mark, quality, element, highlight, characteristics, trait, aspect

Benefit- advantage, gain, do good for, help, profit, promote

Let’s look at some examples My shaver has double blade; so it gives me a closer shave.

My tennis racquet has a bigger head; so I can hit the ball better.

My event is strategically scheduled in different malls, so it gives you exposure in different areas and markets.

My advertising is on print, TV, and radio, therefore it gives your product better exposure in all markets effectively at a given time.

YOUR TURN

III. Always ask questions

Rule of thumb: Always ask questions answerable by YES

IV. Making the client “agree” with you

Let’s look at some examples You will agree with me, that a double blade will give a closer shave than a single blade, right?

It is true that a bigger racquet head has a higher percentage hit, yes?

My tri-media advertising will hit a bigger market at a given time than your single print ad, right?

You will agree with me that a mall event hits the day-time crowd better than TV, specially the working crowd during lunch hour?

YOUR TURN

V. Summarize your sales speech

Creating a need….. “If I can show you a strategy for you to save thousands,

and still advertise effectively, would you buy into it?

Ask questions, and feature/benefits answerable by “yes.”……

A tri-media exposure gets to a wider market anytime vs. a single print ad, right

As a sponsor in my below the line advertising, will give your products better exposure in all media at 50% of your cost, yes?

Therefore, you agree with me that a major sponsorship with your budget during my 6 month media campaign s the most effective approach for your kind of product?

VI. Close with a commitmentVarious scenarios:

So…we have a deal (with a handshake)?

Can I send you a contract tomorrow?

then if you are willing to sign now, I’ll get you a 50% discount?

If you don’t have anything to ask me, then we’re ok?

This is a good deal, right?

VI. Handling objections

Objection – opposition, protest, doubt, hostility, disagreement of sorts

Happens when the customer says ‘No’ or disagree with your premise.

Rule of thumb: First agree with his/her comment/s, and

explain insisting on your argument why your reason is better.

Example

You:As a sponsor in my below the line advertising, will give your products better exposure in all media at 50% of your cost, yes?

Customer: No. I have doubts about the effectivity of your project as a good advertising medium. It may not address my 50% cost cutting attributes.

You:I agree. But 600,000 is lot lot cheaper than 15M right? And therefore, it does saves you a whole lot of money, right?

VIII. Personalizing your style1. Don’t make it your strategy so obvious.

2. Allow the strategy to fit your personality

3. Some “body language” may apply for you with some people.

4. Use a language or way of speech you are comfortable with

5. Use this strategy on the phone,

6. Use when talking friends into something as a practice.