Sales Training Advice: Getting What You Need From Your Sales Meetings Through Effective Negotiation Techniques

In Sales training programmes, sales negotiation skills are often overlooked. You could say that the reason most of us feel the need to negotiate with anyone else is so that we can find a way to get what we want. Being human, most of us believe that our opinion is very important and that others should at least think about seeing things our way. If you had no wants or requirements, there would be little reason for you to negotiate with anyone.

If sales courses don't always teach persuasion skills, how then can you convince other people to favourably consider your proposals?

Believe it or not, there is a science backed up by more than 60 years of research that has informed our understanding of the use of influence to satisfy our needs and wants in sales negotiation. The world's leading authority on the science of influence, Dr Robert Cialdini, has identified 6 principles of persuasive communication in his research work:

Reciprocation
Liking
Commitment & Consistency
Authority
Scarcity
Social Proof

Whilst persuasion will always be somewhat of an art, it is astonishingly helpful to deploy the power of the 6 principles uncovered by scientific investigation to optimise your odds of convincing others to give you what you really want.

Let's start by examining at what I believe to be the key principle from a negotiation viewpoint - reciprocation.

Reciprocation means that we return to others the same behaviour that they exhibit towards us. If you have done me a favour, then I should help you. 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 employ it to get what you would like?

Here's how:

Make sure that when you start a negotiation you ask for a little more than you would be satisfied to receive.

Let's say you are marketing a widget and you would like to receive $ 100 for the widget.

If you want to use the principle of reciprocation, then you should commence by requesting a little more - let's say by requesting $ 105.

If your counterparty does not agree to handing over $ 105 for the widget, then you can make a concession by lowering 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 immediately on the spot or to pay for 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 make your concession:

"If you are prepared to pay me in cash right now, then I will reduce the price from $ 105 to $ 100". This way you give an indication to your counterparty that you are prepared 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 reconsider your proposal, your counterparty will be more likely to regard your amended offer as a new proposal, not as a concession.

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