Negotiating with Backbone: Eight Sales Strategies to Defend Your Price and Value, Second Edition

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

Part II describes eight negotiating scenarios and winning tactics for each of the four buyer types:

• 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 their suppliers and have dependable relationships with them. They expect their suppliers 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 to their customers.

• Poker players: These are relationship or value buyers who have learned that if they act like a ...