1. Ask for more than you expect to get
2. Put yourself in the other party's shoes
3. Negotiate the entire "package" not just the price
4. Never give without asking for something in return
5. Say "NO" one more time
Paul showed me the power the seller has by practicing using the techniques of the buyer. And as a result of that I would take young sales reps across the border into Mexico (before all of the security issues) and give them money and play a game to see who could purchase the most things. The result was that these people felt an increase in self-confidence and an awareness of a new ability. This then led to the ability to sell and have a better understanding or the buyers techniques with them and thus be prepared to handle objections better.
Now, there was a reason to plan, a reason to prepare for the sales call, plus an awareness of why they failed when they did fail. Some professionals believe that negotiation isn't an important part of selling beer, however I will always assert that knowledge of the art of negotiation by knowing the power of the buyer and the power of the seller is vital to becoming a good salesperson.
As I continue to write about these basic points I will pepper the blog with stories of some of my efforts. I started when I needed a new cell phone and I was going to stop at a store on the way to a beer sampling I had to do. I changed everything I was planning on doing when I stopped and realized that this was a perfect opportunity to practice what Paul was teaching. The next blog post will have the details.