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Negotiating with Backbone: Eight Sales Strategies to Defend Your Price and Value by Reed K. Holden

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Part II. Eight Knock-’em-Dead Scenarios for Winning the Game

Part II describes eight step-by-step negotiating scenarios using winning responses for each of the four buyer types. To summarize, the four buyer types are

Price buyers: These customers want to buy products and services only at the lowest possible price. They don’t care about value, differentiation, or relationships.

Relationship buyers: These customers want to trust and have dependable relationships with their suppliers and expect that supplier to take good care of them.

Value buyers: These customers tend to be sophisticated buyers who understand value and want suppliers to be able to provide the most value in their relationship.

Poker Player buyers: These are relationship ...

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