Appendix

Carl Ritchie Applies Margaret Peake’s Advice

Carl Ritchie is preparing for some difficult negotiations. He has established his strategy with his sales and marketing director: The objectives to be achieved are clear in terms of volume, price, and associated terms. Those objectives take into account the market, the competition, and the customer’s specific expectations. On each issue, a “bottom line” has been drawn, with special terms attached, where necessary. Lastly, the initial proposal has been drawn up to allow realistic room for negotiation on price, but also to create a “settling point” on delivery times.

The customer’s potential demands have been examined and their consequences measured with reference to profitability and cash ...

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