O'Reilly logo

Practical Negotiating: Tools, Tactics & Techniques by Tom Gosselin

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Step 1: Determine Wants and Needs

The wants and needs of both parties are shown in Table 5.2.

Table 5.2. Wants and Needs
Seller: Voice Response, Inc.Buyer: Rough-Rider Outfitters
What do you want?What do you want?
Large customer to install and demonstrate new product—Spectrum.State-of-the-art voice response system in six months.
What would getting this (want) do for you?What would getting this (want) do for you?
Demonstrate technical superiority.Improve quality and quantity of customer orders. More transactions, fewer people on phones. Higher profits.
Provide a test site.
Is this my need? If you’re not sure, ask the question again: What would getting this do for you?Is this my need? If you’re not sure, ask the question again: What would getting this do for you?
Increase revenue and market share.Impress new market segment—young professionals.

Create a Needs/Objectives Matrix

To create a Needs/Objectives Matrix, we distinguish business and personal objectives, as shown in Table 5.3.

Table 5.3. Needs/Objectives Matrix
Needs/ObjectivesSeller: Voice Response, Inc.Buyer: Rough-Rider Outfitters
BusinessDemonstrate the technical superiority of Spectrum.

Beta test site for new software.

Regain market position.
Install user-friendly voice response system to handle increased volume. Secrecy about new marketing program.
PersonalPlease your boss by landing this major deal for Spectrum.Maintain quality of customer ordering system. Don’t upset the present customer base.

Analysis of Step 1

By laying out ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required