Selling Today: Partnering to Create Value, 14/e

Specific Methods of Negotiating Buyer Concerns

1. 13.3 Discuss specific methods of negotiating buyer concerns

There are eight specific methods of negotiating buyer concerns. In analyzing each buyer concern, we should try to determine which method could be most effective. In most cases, we can use a combination of the following methods to negotiate buyer concerns.

Direct Denial

Direct denial involves refuting the opinion or belief of a prospect. The direct denial of a problem is considered a high-risk method of negotiating buyer concerns. Therefore, you should use it with care. People do not like to be told they are wrong. Even when the facts prove the prospect is wrong, resentment can build if we fail to handle the situation properly.

When a ...