Phase 3—Combining the Customer Value with That Expressed in the Offer
The Objectives of This Step
• To move beyond ring 4 of the circle of trust
• To place customers at the center of the negotiation experience, permitting them to be receptive to your arguments
• To present the offer system as ethical and effective as possible and to argue your differential value
• To fuse your idea of value and that expressed by your offer with that of the customer
• To present the price linked to the overall value of the offer
Renato finally has a clear idea of the customer’s needs and he must now present his offer. The company is pushing hard to sell the sports models, so our seller feels “obliged” to steer the deal this way, regardless of the customer’s ...
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