Negotiating the Sale

7/28/2019 Negotiating the Sale

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1S U C C E S S F U L S E L L I N G

1997 by Brian Tracy. All rights reserved. The contents, or parts thereof, may not be reproduced in any form for any purpose without the written permission of Brian Tracy.

NEGOTIATINGTHE SALE

BY BRIAN TRACY

$UCCESSFUL$ELLING


2/24



Make a list of all the reasons you want

to be a major success in your field;

reasons are the fuel in the furnace of

achievement.

Deploy yourself carefully to maximum

advantage; always invest your energies

where you can get the highest return.

Decide exactly what you want in lifeand then do the same things that others

have done to achieve the same results.

Take the long view. Don't let short-term

setbacks disturb you.

Discipline yourself to spend more time

with those people who represent the

highest potential payoff.

Set excellent performance as your stan-

dard and strive to achieve it each day.

Be absolutely clear about what you

want, why you want it, when you want

it and what you are willing to do to get it.

Be open to constructive criticism from

others; it's the only way you can learn

and grow.

BRIAN TRACY'S IDEASTO LIVE BY

Dream big! There are no limits to how

good you can become or how high you

can rise except the limits you put on

yourself.

Discipline yourself to plan and orga-

nize every hour of every day before

you begin.

Get serious about your career; decidetoday to be a big success in everything

you do.

You have the same mental potential as

anyone else; it is only what you choose to

do with it that determines the course of

your life.

Move out of your comfort zone. You

can only grow if you are willing to feel

awkward and uncomfortable when you

try something new.

You determine your future by the

thoughts and pictures you hold in your

mind today.

Ask yourself, "Is what I am doing right

now leading to a sale?"


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Welcome to the next step on your journey towardbecoming an outstanding sales professional!The keys to your future are knowledge and skill. As you

learn and practice the ideas, methods and techniques in this

program, you will become more and more capable of

meeting your sales targets and achieving your personal

goals.

You can learn anything you need to for achieving any goal

you can set for yourself.

Your biggest and best sales lie aheadof you! Everything

you have accomplished up to now is only a preparation for

what you can accomplish in the future.

As you move toward becoming a member of the top 10%

in the sales profession, remember that everyone started at

the bottom. Everyone in the top 10% today was once in the

bottom 10%.

There are no limits on howfaryou can go, how highyou can

rise, how much you can achieve exceptfor the limits you

place on yourself!

Resolve today to pay any price, overcome any obstacle and

go any distance to become one of the best in your field.

Good luck!

Brian Tracy


4/24



T

his is a wonderful time to be alive. Leading think

ers and economists are predicting that we are en

tering into the Golden Age of mankind and you

are perfectly positioned to benefit from it.

There have never been more opportunities for you to

achieve more of your goals and dreams than there are

today except for tomorrow, and the next day, and

for the indefinite future.

You are an extraordinary person. Your brain contains more

than 100 billion cells, each connected to as many as 20,000

others. This enables you to think, learn, plan, dream and

create ideas to improve your life virtually without limita-

tion.

The starting point of your using your marvelous mind to

create a wonderful life for yourself as we enter the Golden

Age is for you to decide exactly what you want. Write it

down, set a deadline and make a plan. These actions alone

will put you in the top 3% of people in America.

Then, resolve today to become absolutely excellent at

whatever work you intend to do to achieve your goal. In-

vest in yourself. Dedicate yourself to continuous learn-

ing. Read books and listen to audio programs.

Become the very best you can possibly be.

Accept 100% responsibility for everything

you are and everything you ever will be.

You are the architect of your own destiny!

The great secret of success is that there

are no secrets of success! There are only

time-tested principles that you can learn

and practice every day. Its up to you!

Decide what you want and write it

down. Commit to personal excel-

lence and dedicate yourself to life-

long learning. Accept complete re-

sponsibility for your life and get busy.

Finally, resolve in advance that you will never

give up, that nothing will ever stop you. And if

you do, youll be right.

Welcome to the Golden Age!

WELCOME

TOTHE

GOLDEN

AGE


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NEGOTIATINGTHE SALE

TABLEOF CONTENTS

Presenting Brian Tracy.............................................................................................. 6

Learning to Learn: Your Key to the Future!.............................................................. 7

How to Get the Maximum Value from this Video Learning Program ...................... 8

How to Use this Video in a Group Learning Situation ............................................. 9

Negotiating the Sale:

Introduction ....................................................................................................... 10

What Do You Already Know? ........................................................................... 11

1. The Importance of Negotiation ................................................................... 12

2. The Purpose of Negotiation ........................................................................ 12

3. Rule Number One in Negotiation ............................................................... 13

4. When to Delay Negotiation ........................................................................ 13

5. How and When to Use Negotiation as a Sales Tool .................................... 14

6. Negotiation Requirements .......................................................................... 14

7. The Three Primary Aims in Sales Negotiation ........................................... 15

8. The Six Primary Styles of Negotiating ....................................................... 16

9. The Importance of Preparation ................................................................... 17

Application Exercises ........................................................................................ 19

Brian Tracy International Training Programs ......................................................... 22

Brian Tracy's FOCAL POINT Advanced Coaching & Mentoring Program.......... 23

Brian Tracy's FOCAL POINT Personal Telecoaching Program ............................. 24


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Brian Tracy is the top sales trainer and consultant in the

world. He has been called a Sales Guru and a Motiva-

tional Superstar by such leading magazines as Selling

and Selling Power. His audio and video sales training programs

have been translated into 14 languages and are offered in 24

countries.

In the last 20 years Brian has trained more than 500,000 salespeople

personally in the United States, Canada, Europe, Asia, Australia and

New Zealand. These sales professionals have gone on to become

leaders in their industries.

Brian began his sales career at the age of 11, selling soap from doorto door. Since then, he has sold a variety of products and services

including office supplies and stationery, mutual funds and invest-

ments, advertising and promotion, automobiles and parts, residential,

commercial and industrial real estate, and training and consulting

services for many different businesses and industries.

Brian Tracy has worked closely with hundreds of companies to

develop sales methods and strategies. His original ideas and insights

regarding the sales process have translated into many millions of

dollars of additional sales for clients everywhere.He is the author/narrator of such best-selling audio programs and

books as: The Psychology of Selling, Advanced Selling Techniques,

24 Techniques for Closing the Sale, Advanced Selling In Action,

Superior Sales Management, Advanced Selling Strategies and many

others.

In this high-powered video training version ofSuccessful Selling,

Brian has summarized many of the best and most effective selling

ideas ever discovered.

These ideas, methods and techniques are practiced by the highest-

achieving salespeople in every field.

Brian Tracy has lived and worked in more than 80 countries on six

continents and speaks four languages. He is the Chairman of Brian

Tracy International and his business operates worldwide. He lives

with his wife Barbara and their four children in San Diego, California.

PRESENTING BRIAN TRACY!


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Y

our ability to learn and apply new ideas is essential to your

long-term success. Today, continuous learning is the mini-

mum requirement for success and advancement in any field.

The keys to more rapid learning are:

1. Relevance the ideas you learn must be

relevant to your work and life at the moment or

you'll forget them before you get a chance to use

them.

2. Applicability the new ideas must be consis-

tent with your knowledge, your needs and your

current situation so you can apply them to improve

your results.

3. Simplicity the new methods must be easy to

learn and use. They must not be complex or require

you to change your current habits.

4. Multi-Sensory the new ideas should ideally activate your

senses of sight, sound and movement, thereby involving your whole

brain in learning and remembering. (Video learning with workbooks,

exercises and action commitments are ideal for this.)

5. Immediacy you must be able to take and use the ideas right

after learning them so they become part of your long-term memory.

6. Repetition the "mother" of learning comes from your using

the new ideas several times until you become comfortable with

them. Otherwise you can slide back into older, less effective ways

of acting.

7. Motivation you must have personal reasons for wanting to

learn new ideas and become more effective. The higher your level ofmotivation, the more you will learn, and the faster you will apply it.

Your brain is like a muscle. The more you learn, the stronger it

becomes, and the more you can learn.

Commit yourself today to becoming one of the best educated, most

skilled and most effective people in your field. There are no limits!

LEARNINGTO LEARN: YOUR KEYTOTHE FUTURE!

REASONS

ARETHE

FUELINTHE

FURNACEOF

MOTIVATION


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1. Prepare to learn give yourself ample time to prepare

for a learning session. Sit comfortably. Relax. Take several

deep breaths and calm your mind. Only then is your mind

ready to absorb new ideas.

2. Learn "on purpose" review the ques-

tions at the beginning of the workbook. By

asking and attempting to answer these ques-

tions in advance, you will alert your mind to

what's coming and double the amount you

remember.

3. Assume the body language of rapidlearning sit up straight, lean forward and

face the screen. Be prepared to focus and

concentrate throughout. This makes you

more alert and increases retention.

4. Eliminate all distractions put away

papers, coffee cups, cigarettes and anything

else that could take your attention away

from what you're learning.

5. Make notes of key ideas as the video plays, write

down the key points not covered in the workbook. Also,

write down the ideas that jump into your mind as you watch.

These can be invaluable.

6. Pause the video if you suddenly have a good idea,

stop the video to write it down or to share it with the others.

The video program is designed to stimulate your imagina-

tion, and one good idea could change everything you'redoing.

7. Complete the "Application Exercises" this is the

most important part of learning: thinking about and dis-

cussing what you just learned and how you can apply it

immediately to what you're doing.

HOWTO

GETTHE

MAXIMUM

VALUEFROM

THIS VIDEO

LEARNING

PROGRAM


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1. Review the seven previous recommendations and be

sure everyone goes through each step.

2. Go around the group and ask each person to answer thequestions that precede the workbook outline of the video.

3. Encourage discussion. People learn by talk-

ing, arguing and disagreeing with others. The

more discussion, the greater the learning.

4. Be prepared to pause the video to give

someone an opportunity to comment or even

disagree.

5. Conduct the "Application Exercises" by

having people fill them out personally and then

discuss their answers with the group.

6. Ask each person to complete the "Action

Commitment" at the end of the exercises.

7. Have each person share their action com-

mitment aloud with the group. Encourage discussion and

development of each action commitment into a specific,

measurable, time-bounded activity.

Virtually anything you could ever want to be, haveor do is achievable with learning and hard work.

Your most valuable asset can be your willingnessto persist longer than anyone else.

Nature is neutral; if you do the same things that othersuccessful people have done, you will inevitably

enjoy the same success they have.

Do something to move yourself toward your majorgoal every day.

HOWTO

USETHIS

VIDEOIN

AGROUP

LEARNING

SITUATION


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NEGOTIATINGTHE SALE

INTRODUCTION

Your ability to negotiate well in your own behalf, both in selling and in personal life,

is essential to getting the very best prices, terms and deals that are available to you.

People who do not like to negotiate are people who are simply not very good at

negotiating. Like riding a bicycle, negotiating is a skill that can be learned by study

and practice. You can become an excellent negotiator if you really wantto.

Your ability to negotiate well for yourself and your company can make an enormous

difference in the quality of your sales and the degree of profitability you achieve for

your organization.


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NEGOTIATINGTHE SALE

WHAT DO YOU ALREADY KNOW?

Test your knowledge by attempting to answer the questions below:

1. What is the true purpose of sales negotiating?

2. When should you start negotiating in a sale?

3. What is the value of early concessions in a negotiation?

4. What one thing must you have before you offer to negotiate?

5. What must you not allow the customer to get away with in a negotiation?

6. What is the primary style of successful negotiating?

7. What is the key to successful negotiating, at any time?


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NEGOTIATINGTHE SALE

1. All of life is a negotiation, from birth to death, in

everything you do: _________________________

________________________________________

a) You negotiate from infancy, for the attention of

your parents; ___________________________

______________________________________

b) You negotiate every hour of the day;_________

______________________________________

c) You negotiate for everything that you get, or fail

to get; _________________________________

______________________________________

d) The only question is, "Are you good at negotiat-ing, or not?" ____________________________

______________________________________

e) Sales negotiating is central to reaching long-term

agreements with customers. _______________

______________________________________

2. What is the purpose of negotiation? Answer: To

reach an agreement, so that: __________________

________________________________________

NOTES


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1) All parties are satisfied; ___________________

______________________________________

2) All parties are committed to fulfilling their

obligations; ____________________________

______________________________________

3) All parties are willing to negotiate again with

each other. _____________________________

______________________________________

3. Rule number one in negotiating is "Avoid negotia-

ting whenever possible!" ____________________

________________________________________

a) Charge fair, competitive prices at all times; ___

______________________________________

b) Expect price resistance, sticker shock, as a

normal part of doing business; _____________

______________________________________

c) Say that you have "no authority" to negotiate.

______________________________________

______________________________________

4. Delay negotiating as long as possible in any sales

conversation:______________________________

________________________________________

NOTES


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a) Early concessions in a sales conversation have

little impact on the customer; ______________

______________________________________

b) Discounts and concessions don't increase

the attractiveness of your product or service;

______________________________________

c) Buying desire must precede concessions. _____

______________________________________

5. Negotiating is a sales tool, to be used later in the

sales conversation: _________________________

________________________________________

a) Early concessions create an appetite for more

and bigger concessions later; ______________

______________________________________

b) The first person to concede will usually concede

again and again;_________________________

______________________________________

c) Never use negotiating as a substitute for sales-

manship. ______________________________

______________________________________

6. There are several requirements for negotiating,

"Musts" that are necessary before you begin: ____

________________________________________

NOTES


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a) Negotiation must be essential to making the sale;

______________________________________

______________________________________

b) You must have the authority to negotiate; _____

______________________________________

c) Both parties to the negotiation must be able to

vary the price, terms, delivery and other details;

______________________________________

______________________________________

d) Avoid the "Agent without authority" gambit by

the other person. ________________________

______________________________________

7. There are three primary aims of negotiating in

selling: __________________________________

________________________________________

a) You negotiate when it is necessary to get the

sale; __________________________________

______________________________________

b) You negotiate to build a long-term relationship

with the customer; _______________________

______________________________________

NOTES


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c) You negotiate to find a way to satisfy both

parties with the transaction.________________

______________________________________

8. There are six primary styles of negotiating that

people use: _______________________________

________________________________________

a) Win/Lose you win and the other person

loses in the negotiation;___________________

______________________________________

b) Lose/Win you lose and the other person

wins or comes out ahead in the negotiation; ___

______________________________________

c) Lose/Lose both parties end up with a poor

deal at the end of the negotiation; ___________

______________________________________

d) Compromise both parties give in to get an

agreement but neither is satisfied with the

results; ________________________________

______________________________________

e) Win/Win the negotiation leaves both partiesfeeling better off and more satisfied than they

were before;____________________________

______________________________________

NOTES


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f) No Deal the parties agree to disagree

because they are too far apart; ______________

______________________________________

g) Rule in negotiation: "Win/Win or No Deal!"

______________________________________

______________________________________

9. Preparation is the key to successful negotiating,

where you anticipate the other's position and needs

accurately: _______________________________

________________________________________

a) Use the "Lawyer's Method," prepare your

position from the other person's point of view;

______________________________________

b) Use the "20 Idea Method" quickly write out

20 benefits for the other party in negotiating

satisfactorily with you; ___________________

______________________________________

c) Research, talk to someone else who is

familiar with the other party;_______________

______________________________________

d) Do your homework, get the facts before you go

into a negotiation; _______________________

______________________________________

NOTES


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e) Ask the customer for the information you need

to negotiate effectively for yourself and your

company. ______________________________

______________________________________

Some customers negotiate as a matter of habit. Some cus-

tomers love to negotiate, no matter how good your deal is.

Some customers will ask you for concessions immediately

and then will use those concessions to gain even greater

concessions later.

In every case, you must negotiate carefully, thoughtfully

and with complete prior planning so that you get the very

best deals for yourself and your company.

NOTES


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NEGOTIATINGTHE SALE

APPLICATION EXERCISES

1. Why should you avoid negotiating whenever possible?

2. What is the effect of early concessions on a negotiation?

3. What is the "Agent Without Authority" gambit and how can you use it inyour favor?

4. What are the aims of negotiating in a sales situation?

5. What is the best style of negotiation for building long-term customerrelationships?

6. What is the best way to prepare for a sales negotiation?


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7. How can you avoid negotiating in a sales situation in the first place?

8. What must the customer demonstrate before you offer a concession?

9. What is the long-term purpose of a sales negotiation?

10. What one thing is essential before you negotiate at all?

11. What one action are you going to take immediately as a result of what youhave learned in this session?


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NOTESAND OBSERVATIONS


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Documents

Negotiating the Sale