"Powerful Negotiation" by Michael Schatzki

"I think that one of the problems that salespeople have is they view the negotiation process as a 'battle of the proposals'. They put their proposal out, the buyer doesn't like it - the buyer says, 'You'll have to do better...I want something different', and we negotiate from there. And hopefully we make the sale and get the buyer to move as far in our direction as possible. A better way to look at it is to try to get inside the buyer's head" CLICK TO LISTEN

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