This is a follow-up to my previous post about Jeff Weiss’s Negotiations Class.
As I’m considering a career in B2B sales after Tuck, one of my biggest concerns is successfully navigating internal politics and relationships at companies to ensure a sale gets made. There are a few tools we have learned about in class that when combined are starting to form a theory for me around how to best understand and use those connections to close a sale. In sales, we often talk about making your customer a hero within their organization. In the language of Negotiations, this is an interest—and a particularly powerful one because it relates to the relationships that potential customer has within their organization. Giving a potential customer the tools to frame your product or service in a way that makes them look like they have made a smart decision that has saved their company money or helped them excel on some other metric enables them to not feel like they were sold, but rather found a solution to a real problem they had. As a result, there are a handful of tools we learned that when combined I believe set up a great foundation for a B2B sales process, particularly focused on the people aspect.
Part 1: Separate Relationship and Substance
There was a slide in class that said “Maintain the relationship by how you treat them as you discuss the substance”. One of the keys in this kind of relationship is not to get caught doing things like giving discounts for “good customers” or to maintain a relationship when something has gone wrong. Consistently insisting that relationship and substance remain separate (and in the best case scenario developing a reputation for doing so), allows you to avoid a situation where you are pressured into giving concessions for the relationship.
Part 2: Understand their interests
Asking a lot of questions has classically been part of the sales process, but asking questions with the specific intent of understanding their interests thoroughly brings the consultative sales approach to the next level. By asking questions you can understand their interests in this negotiation, including how other parties affect their interests and what other parties within the organization’s interests might be. Spending significant time thinking about their interests before the negotiation and digging further into their interests at the table and away from the table sets a strong foundation for the sale.
Part 3: Relationship Mapping
Relationship mapping is taking the chart we did of related parties during seven element preparation to the next level. The exercise of identifying parties and their relationship in itself can be a useful exercise, but I found relationship mapping to be particularly helpful for two reasons. First, it can sometimes remind you of someone you haven’t been able to reach or influence. Second, it can help you think about how to sequence negotiations. These kinds of negotiations don’t happen in one sitting with one person. Having a map and a strategy for how you approach which parties and in which order can make the actual negotiation sessions much smoother.
Part 4: Systematic Approach to Influence
Finally, the frameworks presented in taking a systematic approach to influence allow you to think deeper about interests and frame them in a way that help you figure out how you might need to re-frame your arguments to make them acceptable to the other party. Thinking about the consequences of them saying yes or saying no to your proposal puts the decision in a very clear, rationale light that can change the way you would frame your proposal. Creating a “yesable” proposal as a result of the interests, relationships and current perceived choice is the final step in navigating the interests and relationships you would have come to understand by using this series of tools.
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