8Negotiating for Win-Win Solutions


Learning Objectives

No matter how well you prepare, no matter how well you present your material to the customer—indeed, despite everything you do—the customer will seldom, if ever, buy the product based solely on your presentation. Does this mean you should not prepare the best sales presentation possible? Of course not. The presentation is the starting point for a successful buyer–seller relationship. But negotiating and working with customers to develop a win-win solution to their problems are at the heart of the contemporary selling process. There are many occasions when the customer will have legitimate, ...

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