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Brilliant Selling, 2nd Edition by Jeremy Cassell, Tom Bird

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Chapter 14: Negotiating collaboratively

Negotiation is not selling. Equally, you do not necessarily have to negotiate when you sell. Selling is about persuading and convincing. Negotiation is about tying up the loose ends.

definition

Negotiation is a discussion between two or more parties, which starts with a position of non-agreement. It is a process whereby interested parties resolve disputes, agree upon courses of action, bargain for individual or collective advantage and/or attempt to craft outcomes that serve their mutual interests.

The mistake that many salespeople make is that they ...

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