现代销售学：创造顾客价值.ppt

CHAPTER13NegotiatingBuyerConcerns1

LearningObjectivesDescribetheprinciplesofformalnegotiationsaspartofawin-winstrategyDescribecommontypesofbuyerconcernsDiscussspecificmethodsofnegotiatingbuyerconcernsOutlinemethodsforcreatingvalueinformalnegotiationsWorkwithbuyerswhoaretrainedinnegotiating2

Six-StepPresentationPlanApproach(Chapter10)Presentation(Chapter11)Demonstration(Chapter12)NegotiationCloseServicingtheSale?3

Six-StepPresentationPlanFIGURE13.14

NegotiationDefinedWorkingtoreachanagreementthatismutuallysatisfactorytobothbuyerandsellerNegotiationisaprocessAbilitytonegotiateproblemsorobjectionsisamosteffectivewaytocreatevalue5

Negotiation:AWin-WinStrategyPersonalsellingisnota“weversusthey〞processIftrustisstrong,negotiationbecomesa

partnershiptoworkthrough,ifnot,negotiationbecomescombativeSeektomaintainlong-termrelationship6

StrategicPlanning

LeadstoActionsFIGURE13.27

PlanningforFormalNegotiationsGatherinformationbeforethenegotiationDecideteamversusindividualnegotiationsforbothsellerandbuyerUnderstandthevalueofwhatyouareofferingDetermineyourgoalsandfinancialobjectives8

PlanningforFormalNegotiationsPrepareanagendaReviewadaptivesellingstylesUsetheNegotiationsWorksheet9

TheNegotiationsWorksheetFIGURE13.310

ConductingtheNegotiationSessionUnderstandtheproblemCreatealternativesolutionsthatcanaddvaluePeriodicallyreviewacknowledgedpointsofagreementDonotmakeconcessionstooquicklyBemindfulofyourtiming(ParetoLaw)Knowwhentowalkaway11

CommonTypesof

BuyerConcernsCustomersmayhaveconcernsrelatedto:NeedfortheproductProductitselfSourceoftheproductTimingPrice12

NeedforProductConditionedresponse:“Idon’tneedtheproduct.〞Sinceren