11     The Conversation Before the Conversation


If you ask salespeople, “Where do you think negotiations begin?” you’ll hear a variety of answers. They can range from the first phone call with a potential customer to the time you are trying to close a deal, and anywhere in between.

The truth is, negotiation conversations start long before you make that first phone call or walk into your customer’s office. They start even before you map out your plan of how to navigate a particular sales opportunity.

The very first place every negotiation starts is in your own head.

Your inner dialogue comes first. You play out how you think the customer conversation will go, and you often negotiate against yourself, systematically coming up with all the ...

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