Secrets of Power Negotiating for Salespeople

About the Author

Roger Dawson, one of America's top experts on negotiating, is the founder of the Power Negotiating Institute. For nearly 20 years, he has trained executives, managers, and salespeople throughout the United States, Canada, and Australia. He is also the author of Secrets of Power Negotiating and The Confident Decision Maker. His experience and expertise have made him a sought-after speaker and consultant, known for his practical and results-oriented approach to negotiating.

Main Idea

In Secrets of Power Negotiating for Salespeople, Roger Dawson provides a comprehensive toolkit for salespeople to win negotiations while making the other party feel they have won as well. The book covers various strategies and tactics that can be employed at different stages of a negotiation, from the initial preparation to the closing deal. Dawson emphasizes the importance of psychology in negotiations, understanding the buyer's personality, and maintaining a strategy that ensures both parties feel satisfied with the outcome.

Table of Contents

• Three Trends: Challenges for Sales Negotiation
• Beginning Sales Negotiating Gambits
• Middle Sales Negotiating Gambits
• Ending Sales Negotiating Gambits
• Things More Important Than Money
• Find Out How Much a Buyer Will Pay: Four Techniques
• Personal Power
• Know the Buyer's Personality
• Win-Win Sales Negotiation

Three Trends: Challenges for Sales Negotiation

Roger Dawson identifies three significant trends that challenge sales negotiators in the modern era. These trends highlight the evolving nature of the sales environment and underscore the need for advanced negotiation skills.

"Buyers are becoming better negotiators. Customers seem intent on improving their bottom lines by taking away from yours." - Roger Dawson

The first trend is that buyers are becoming more skilled at negotiating. This shift is driven by the increased focus on negotiation within companies, as they realize that improving their negotiation skills directly impacts their profitability. Salespeople must, therefore, elevate their game to meet these savvy buyers on equal footing.

Secondly, buyers are better informed than ever before. With access to extensive data through the internet and advanced analytics, buyers no longer rely solely on salespeople for information. This democratization of information means that salespeople must add value beyond mere data provision, emphasizing the importance of strategy and relationship-building in negotiations.

Lastly, there is a role reversal in sales. Salespeople now often find themselves acting as buyers for their companies, a shift that requires a broader skill set and a deep understanding of both sides of the negotiation table. This dual role necessitates adaptability, intelligence, and continuous learning to stay ahead in the game.

Beginning Sales Negotiating Gambits

Dawson outlines several crucial tactics for the early stages of a negotiation, emphasizing the importance of preparation and strategic positioning.

Rule 1: Ask for more than you expect to get. This tactic, rooted in the advice of Henry Kissinger, is about setting high initial demands to create negotiating room. By aiming higher, you can make concessions without moving too far from your ideal outcome, thereby setting the stage for a favorable agreement.

Rule 2: Bracket effectively. Your initial offer should be equidistant from your objective as the buyer's offer is on the other side. For example, if a buyer offers $1.60 and your target is $1.70, your starting point should be $1.80. This strategy ensures that even if you split the difference, you achieve your desired outcome.