Selling Today: Partnering to Create Value, 14/e

Creating Value During Formal Negotiations

1. 13.4 Outline methods for creating value in formal negotiations

The challenge a salesperson faces in almost every negotiation is to sell products and services based on fair and unique value propositions, not on price.39 If salespeople rely on price only to capture and retain business, they reduce whaxtever they’re selling to a commodity. Once that happens, there is no customer loyalty.40 In this section, we focus on how the salesperson can tactfully create value for buyers during formal negotiations without compromising profits.

How to Deal with Price Concerns

As we have noted, price resistance is common, so we must prepare for it. There are some important “do’s and don’ts” to keep in mind when the ...