Sign & Digital Graphics

April '19

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S I G N & D I G I T A L G R A P H I C S • April 2019 • 69 it or justify the decision to his/her boss, partner or spouse. In order to improve the chances for a win-win outcome, these four qualifying criteria must be met before any negotia- tion begins: • The salesperson or organization overtly states the price, deliverables, terms and conditions of the original proposition. • The customer raises an objection that the sales person or organization can- not overcome with benefits. (Typically, this objection represents a drawback of some kind.) • The two parties confirm that all objections have been raised and are on the negotiation table. • Except for these differences, the customer indicates there is a conditional commitment to do business. And it's not a case of "three out of four ain't bad." If any of the four criteria are not met, the salesperson or the customer will not be able to negotiate a win-win outcome. Without a doubt, someone is going to lose, period. Think about it. How will you know what to negotiate if any one of the price, deliverables, terms and conditions are missing, or not stated upfront? If you are having trouble identifying the terms and conditions, read the fine print. That's where you can usually find them. Drawbacks are a natural phenomenon in selling. Simply defined, a drawback is a customer's dissatisfaction with the pres- ence or absence of a feature or benefit. Smart sales professionals typically handle drawbacks by first acknowledging their existence, and then taking the customer a step back to look at the bigger picture. Sometimes the drawback is minimized by exclusive benefits that were previously accepted. Because most sales representa- VISIT CALL 775.829.7272 Nex t Generation of LED Standof f s Gyford LED Standoffs are now brighter, water resistant, & made stronger for tough installations. See the difference today! Shop our website for product specifications and inspiration. GEN-2 ISA Expo Booth #4935

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