Sales Tips From One of the the Top Sports Training and Consulting Companies- 
Altitude Premium Consulting

BennettTIPS
Weekly Sales Training Tips From Greg Bennett of Altitude Premium Consulting 
a Kroenke Sports Enterprises 
Partner Organization 

Negotiation Strategies That Win
-By Greg Bennett 

Winning While Being Respected and Liked

For the next four weeks we will be focusing on negotiation strategies that allow us to "win" while still being respected and liked...not an easy task.  When we're negotiating with someone, whether we're on the selling or the buying side, there is built in tension that goes along with the scenario.  We're constantly thinking....  "Am I going to be getting a fair price?"     "Did I pay too much?"     "Is that a fair package?"    "Should I have held out for more?" "What is my competition offering?"

While there are several methods, strategies and concepts one can study and learn in regards to negotiating, I think, like with sales strategy, it's important to boil it down into something you can use today, in the heat of battle.  Simple but powerful strategies we can do NOW.

For the next four weeks, I'll attempt to do just that - provide you with some solid steps you can take today to become a better negotiator tomorrow (wow that flows beautifully).   

Week 1:   Don't Focus on Their "Position", Look at the "Why"

Week 2:   Establish "Conditions"  for Analyzing a Fair Offer

Week 3:   Develop Several Options for Satisfying the "Why" 

Week 4:   Coming to a Win-Win Conclusion 

Without further ado (and who needs more ado, right?)...let's move into the first week's material.

Week 1:   Don't Focus on Their "Position", Look at the "Why"

The very first thing we must realize when we study negotiation is that there are ALWAYS THINGS GOING ON BENEATH THE SURFACE ON BOTH SIDES...ALWAYS... ALWAYS...ALWAYS.

I don't care what it is we're we're in negotiations over -- a used car we're buying, a business we're selling, an ad schedule we're buying, a club seat package you're selling, etc....there is always an underlying story behind both sides.

JOB NUMBER ONE TO BECOME A BETTER NEGOTIATOR SAY TO YOURSELF -- "IT'S VITAL THAT I KNOW THEIR STORY...WHAT IS IT THEY'RE LOOKING FOR IN SELLING THIS CAR...OR WHAT IS IT THEY'RE TRYING TO SATISFY BY ASKING ME TO DROP MY RATE TO THAT LEVEL..."  

Just like in sales, failure to be curious in the negotiation process can be deadly!!!!!

So we must realize that there is a difference between the other side's "Position" and their "Needs" -- WE ARE GOING TO BE NEGOTIATING ON THE NEEDS...NOT THE POSITION.

When you negotiation positions only, you end of going back and forth and you're in a guessing game as to what the other side is really trying to do...take a look at the difference between positions and needs.

When we just negotiate our position against their position (i.e. "I want a guarantee"..."Well, we don't have a guarantee"), chances are we won't ever hear about the hidden thoughts on the right side of this chart...these are the underlying thoughts, ideas,  goals, hopes, wishes, desires...that all go into the "Why" of their position.

WHY?  WHY?  WHY?

Steps We Can Take to Get at the Why?

• As you start the negotiation process, add these questions to your arsenal:

  • How did you arrive at that?

  • Can you tell me more about "_______" (i.e. "guarantee")...what are you looking for there?

  • Help me understand how you arrived at that figure?
    
    

• When the other side gives their position...just ask HOW DID YOU GET THERE?

  • For instance, the client says, "Well, we're not going to pay any consultant more than $120 an hour..." (and your rate is $190)...

  • You follow with..."Let me ask you this...how did you arrive at $120 an hour?"

  • Client:  "Well...we're looking for a quality person, but we don't want to pay an outrageous fee just to get this system back on line..."

   

• Move off the position (especially when it's price related) and see if you can get at a bigger picture of what they're looking for...what they're afraid of...what they're trying to accomplish

  • You follow the above with..."Before we focus on price too much...you just said a few things there...talk more about the need for a quality person..."

  • Then you can move into..."okay...and it sounds like you've had some bad experiences with paying for something that didn't get done..." 
    
    

• Write this information down so you don't forget it...If I were your manager, the questions I would have for you are:

  • "What do they WANT to happen?"  "What are they trying to accomplish in the long run?"  "What are their fears?"  "What other interests do they have?"

The reality folks is that we all throw out positions when we're trying to buy something... but it's our needs, wants, fears and desires that are driving those positions.  When we're the ones selling, if we can learn to take the time to question, listen and probe at that BENEATH THE SURFACE LEVEL, we'll start to become much better negotiators right away!

What we will see as we move forward into Negotiation is that reaching an agreement and still being respected and liked is all about satisfying the underlying needs...which may or may not have a thing to do with meeting their original "position".  

Exercises for the Week:

• Write down a "Negotiation Starter Sheet" for when you leave a client's office and you're trying to propose something...on one side of the page put "Their Position" on the other put "What Lies Beneath"...if you don't know, don't guess, just ask the client

• Practice adding those "Why questions"...and see if you don't get more hidden detail that may be lying beneath the surface...

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Greg Bennett, a partner in the innovative brand expansion and consulting organization, Altitude Premium Consulting,  LLC, has been one of the top sales and sales management trainers in professional sports and entertainment since 1988.  He has created and delivered training programs for over 80+ professional sports teams and leagues, along with several Fortune 500 companies.   Altitude Premium Consulting provides training as well as the creation of premium-branded goods for pro sports teams, entertainment companies and corporate sponsors, and is in a partnership relationship with Kroenke Sports Enterprises, owners of the Denver Nuggets, Colorado Avalanche, Pepsi Center, the Colorado Mammoth and several other sports and entertainment entities throughout the United States.  Bennett can be reached at (303) 405-6110, or you can email Greg directly at gbennett@pepsicenter.com .