Business Negotiation April 29, 2013

The Second Sales Defense-Don’t Let Your Job Work Against You

The trouble faced by most salespeople is that they let their jobs work against them. We developed a negotiation program for a prominent rod and reel company. Management was convinced that their people were making larger concessions than necessary to buyers.

We went into the field with their salespeople. It soon became evident how their jobs were working against them. Despite the fact that the company had made fine fishing gear for eighty years, it seemed that few of those selling valued their products highly.

Faced with buying quick to tell then that their prices were too high and their equipment no better than the competition, the salespeople quickly lowered their expectations. Concessions soon followed. Was that any surprise? Hardly.

Never in their many sales calls had a buyer told them how low their prices were or how highly the fishing public valued their fishing gear. Buyers with common sense rarely say things to a seller that will raise their expectations.

The company decided to hire an outside polling company. Three focus groups surveyed including the company salespeople, sport store buyers and the general fishing public. While there were many questions asked, the essential one was, “Which of the major manufacturers do you believe makes the best rods and reels for the price?”

The survey revealed that their fishing gear was rated first by both the general public and the professional buyers. The only people who rated the competition higher were the company’s own salespeople. They rated their own rods and reels lowest of the major competitors.

Was it any surprise that these salespeople made concessions easily? They had learned from the many buyers they faced daily that their products weren’t so good and their prices too high. After a while, they began to believe that the best and only way to close a sale was to lower the price. It was this tendency that management sought to neutralize in the bargaining process.

The first defense in holding price is to recognize that most salespeople allow the accumulation of buyer rejections and negative comments to erode their confidence in the positive values of their own products and services.

The next time you hear a buyer “throwing garbage on your lawn” by downgrading your offering, recognize that they are just doing their jobs. They will never tell you how good your product is or how favorable your price. Your job is to tell them again and again why your price, product and service will deliver what they need.

Professional buyers are quite rational in making purchasing decisions. Don’t let their verbal fireworks get you down. They are probably saying the same thing to your competitors. They do so because it is effective.

THE PROGRAM WAS GREAT! MY SEMINAR LEADER AND THE STRUCTURE OF THE COURSE KEPT ME CONSTANTLY STIMULATED. I NOW AM BETTER PREPARED TO GO INTO AN IMPORTANT NEGOTIATION MEETING AND STAY IN CONTROL, WHILE FINISHING THE MEETING SATISFIED.

Deanna D.
CASE MANAGER at THE JACKSON LABORATORY

IF YOU HAVE THE TRAINING BUDGET AND TWO DAYS TO SPARE, YOU'LL STRUGGLE TO FIND A PROGRAM MORE FAR-REACHING, ON-POINT, AND INSTANTLY IMPLEMENTABLE.

Jeff G.
BUSINESS DEVELOPMENT MANAGER at THE M.K. MORSE COMPANY

EXCELLENT COURSE, BRINGS MORE CONFIDENCE IN MY ABILITY TO NEGOTIATE. I THINK THIS COURSE IS A MUST FOR ALL EMPLOYEES WHO DEAL WITH CUSTOMERS.

John S.
CHIEF ENGINEERING MANAGER at EXXONMOBIL

THIS WAS VERY EFFECTIVE WITH A STRONG FOCUS ON BOTH-WIN NEGOTIATING.

Kathleen L.
SENIOR ANALYST at BLUE CROSS/BLUE SHIELD OF MICHIGAN

THE KARRASS CLASS WAS THE SINGLE BEST TRAINING CLASS/SEMINAR I HAVE EVER ATTENDED. EVERY TIME WE DID AN EXERCISE IT TAUGHT YOU WHAT TO DO DIFFERENTLY NEXT TIME. THANKS.

Kim C.
PROCUREMENT at AMERICAN EXPRESS

THIS PROGRAM HAS GREATLY INCREASED MY CONFIDENCE AND ABILITY TO NEGOTIATE FOR MYSELF AS WELL AS MY COMPANY.

LaDonna E.
SENIOR STRATEGIC BUYER at HALLMARK

THE NEGOTIATING CLASS WAS VERY INFORMATIVE. THE INSTRUCTOR PROVIDED AN INSPIRATIONAL MESSAGE THAT CAN BE APPLIED TO EVERYDAY LIFE.

Mary S.
INTERNATIONAL SOURCING at FMC TECHNOLOGIES

WE NEGOTIATE EVERY DAY OF OUR LIVES, BOTH PERSONALLY AND PROFESSIONALLY. THIS COURSE DEFINES THE PROCESS AND PROVIDES TECHNIQUES TO ACHIEVE SUCCESSFUL RESULTS.

Phillip H.
VICE PRESIDENT at GE

PRIOR TO THIS CLASS I FELT AS THOUGH I WAS GETTING EATEN ALIVE BY INTERNAL NEGOTIATIONS WITH SALES REPS. NOW I FEEL PREPARED TO CHALLENGE WHAT THEY ARE SAYING AND BET TO THEIR REAL NEEDS.

Steve Q.
PLANNER at HONEYWELL

MANY PEOPLE FAIL TO ACHIEVE THEIR POTENTIAL BECAUSE THEY DON’T SEE THE OPPORTUNITIES TO NEGOTIATE A WIN/WIN AGREEMENT WITH THEIR COLLEAGUES. THIS CLASS IS AN EYE OPENER TO THIS DYNAMIC..

Stuart B.
CONTRACTS MANAGER at HEWLETT-PACKARD
Contact US
[email protected][email protected]+1 323 866-3800
SEMINARS
About Us
AboutDR. CHESTER KARRASSGARY KARRASSFAQGLOSSARYPRIVACY POLICYBLOG
QUICK LINKS