This document discusses negotiation frameworks and strategies that can be applied to business-to-business sales negotiations. It outlines different negotiation styles like accommodating, collaborative, avoiding, and competitive based on the relationship and outcome priorities. It also summarizes the Getting to Yes negotiation framework of separating people from problems, focusing on interests not positions, inventing options for mutual gain, and using objective criteria. The document provides tips for applying these frameworks and strategies to qualification, pricing/discounting, and closing stages of B2B sales negotiations.

1. Sales & Negotiation

2. Negotiation (in 15 minutes)
• Negotiation = any attempt to persuade or
influence a party to do something
• Good negotiators…
…build relationships
…creatively solve problems

3. What do we assume about
negotiation?
• It’s common sense
• It’s about winning
• BATNA (Best Alternative to A Negotiated
Agreement) = Deal or No Deal

5. The Reality
• There are several frameworks
• Getting to Yes – Roger Fisher
• Research
• It’s not about winning
• It’s not just ‘talent’
• Incompatibility bias
• Interest based
• Misinformation
• Anchoring
• Good cop, bad cop

6. 2 types of negotiation

7. Do you care about outcomes or
relationships?
High Relationship
Low Outcome
ACCOMMODATING
Lose to Win
High Relationship
High Outcome
COLLABORATIVE
Win - Win
Low Relationship
Low Outcome
AVOIDING
Lose - Lose
Low Relationship
High Outcome
COMPETITIVE
Win - Lose

8. Negotiation framework:
Getting to Yes
1) Separate people from problems
2) Focus on interests not positions
3) Invent options for mutual gain
4) Insist on using objective criteria

9. How do we use this in b2b
sales?
• Qualification
• Pricing/Discounting
• Closing

10. Qualification
or

11. Pricing

12. Pricing (Cont’d)
• Don’t avoid the challenge: pricing first isn’t
always a bad thing
• Be ambitious and reasonable
• Quoting vs. Persuading

13. Closing
• Incompatibility bias
• Expand the pie through trade offs
• Find trades by learning the other party’s interests and
preferences
• Build trust and share information.
• Ask questions – and Listen!
• Give away a bit more information – “Let’s discuss how this will
benefit us both.”
• Make multiple offers simultaneously
• Search for a post settlement-settlement – “Let’s revisit the
contract in 3 months after you’re up and running.”
• Avoid downplaying the concessions your counterpart makes

14. Closing (Cont’d)
• BATNA
• Manage probabilistic BATNAs – how likely is your
WATNA?
• Think through 2-level BATNAs – is it the person or the
organization?
• What about competitive auctions?
• Clarify their interests and alternatives
• Make multiple simultaneous offers
• Look for a shut down move – “What would it take for
us to get this done now?”

15. 70% of people are visual
learners

16. In closing…
1) Separate people from problems
2) Focus on interests not positions
3) Invent options for mutual gain
4) Insist on using objective criteria
AND…
• Develop your BATNA
• Don’t fall for tricks!