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Unformatted text preview: Negotiations
Ch 12 The Nature of Negotiation
• Negotiation versus nonnegotiation selling
What can be negotiated?
Are you a good negotiator? Items That
But can be
NEGOTIATION The bargaining process through which buyers and sellers resolve areas of CHANGE, conflict and/or arrive at agreements.
Distributive (Winlose) Valueclaiming negotiation Integrative (Winwin) Valuecreating negotiation
Everyone wins NEGOTIATIONS VS. SELLING
NEGOTIATIONS Almost anything can be negotiated Involve more intensive planning. May involve a larger group of people Only done for large and/or important customers GOOD NEGOTIATOR
GOOD Patience, endurance, and stamina
Willingness to take risks
Tolerance for ambiguity
Tolerance for conflict
Tolerant Distributive (Win-Lose) Negotiations
Distributive Good GuyBad Guy Lowballing Emotional Outbursts Budget Limitation Tactic Browbeating What to Do When the Buyer Turns to
Win-Lose (Distributive) Strategies
• Detach yourself
Acknowledge their position and then respond
Build them a bridge
Warn, but don’t threaten Integrative
Integrative Two sources of: Advantages of: Differences in negotiators’ preference
Compatibility of negotiators’ preference
Greater chance of getting what you want
May reach agreement when otherwise there would be none Has to do with the amount of resource and not the evaluation of those resources ...
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This note was uploaded on 01/19/2012 for the course MKTG 4410 taught by Professor Michaelserkedakis during the Spring '12 term at Kennesaw.
- Spring '12