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Sales Training Tip: Getting What You Want From Your Sales Calls Through Effective Negotiation Skills
In Sales training programmes, negotiation skills are often missed altogether. You could say that the reason most of us feel the need to negotiate with others is so that we can find a way to get what we need. Being human, most of us believe that our opinion is important and that everyone else should at least consider seeing things our way. If you had no desires or requirements, there would be little reason for you to negotiate with others.
If sales courses don't always teach influencing skills, how then can you convince other people to favourably consider your recommendations?
Believe it or not, there is a science backed up by more than 60 years of research that has evolved our knowledge of the use of persuasion to meet our needs and wants in sales negotiation. The world's leading authority on the science of persuasion, Dr Robert Cialdini, has discovered 6 principles of persuasive communication in his research work:
Reciprocation
Liking
Commitment & Consistency
Authority
Scarcity
Social Proof
Whilst influence will always be an art, it is really helpful to use the power of the 6 principles uncovered by scientific investigation to maximise your chances of convincing others to give you what you really want.
Let's start by examining at what is believed to be the most important principle from a negotiation point of view - reciprocation.
Reciprocation means that we return to others the form of behaviour that they exhibit towards us. If you have done me a favour, then I should do you a favour. If you invite me to your birthday party, then I should invite you to my birthday party. If you make a concession to me, then I should make a concession to you.
So what does this mean to you and how can you use it to get what you would like?
Here's how:
Make sure that when you negotiate you ask for a little more than you would like to receive.
Let's say you are selling a widget and you are planning to receive $ 100 for the widget.
If you want to deploy the principle of reciprocation, then you should start by requesting a little more - let's say by requesting $ 105.
If your counterparty does not agree to paying you $ 105 for the widget, then you are able to extend a concession by reducing your required price to $ 100 in return for your counterparty also making a concession to you. A concession that your counterparty could make in this case could be to pay you cash on the spot or to take care of shipping etc.
The key is for you to offer the concession - don't wait for your counterparty to offer a concession. Just make sure that you use the word 'if' when you offer your concession:
"If you are prepared to hand over the cash right now, then I could reduce the price from $ 105 to $ 100". This way you give an indication to your counterparty that you are willing to be flexible and you will now significantly improve the likeliness of them also being flexible and offering a concession in return.
Just be sure to use this principle 'in the moment' whilst you are negotiating. If you went away from a negotiation to review your proposal, your counterparty will be more likely to regard your revised offer as a new proposal, not as a concession.
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