14-step guide on negotiating and closing sales

8. Communicate in benefits

It’s essential to communicate in benefit terms and not to focus on features. If you’re struggling to convert a feature into a benefit, using the phrase “which means that…” often helps.

9. Pitch your price with scope for negotiation

It’s very uncommon for good negotiators to pitch their best price first. The usual negotiation strategy would be to make your first price statement with ample scope for negotiation.

10. Establish what elements are deal-makers and deal-breakers

There will be need for negotiation before closing most sales, but certain points will be more important than others. Establishing which negotiation points will get you the deal and which points will lose you the deal are really important and should be established as early as possible.

11. Negotiate discretely in both directions

Try to steer negotiation in such a direction that you’re giving a little, but you’re asking the client to give a little too. It may be, for example, that you add an extra feature but extend the delivery date; or that you reduce the price in exchange for the purchase of additional features. Getting creative on this point can make sure everyone gets exactly what they want.

12. Ask for the sale

It sounds obvious, but don’t forget to ask for the deal.

13. Get the deal in writing

As soon as possible after shaking hands on the deal, get everything in writing and ask for confirmation.

14. Reward yourself

Making a sale is a big deal (in both senses of the word), so reward yourself accordingly. It needn’t be something expensive, but a small reward will make all your hard work worthwhile.

Peter Andrew is Head of Innovation at Alba Innovation Centre

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