Secrets of Selling Services: Everything You Need to Sell What Your Customer Can’t See—from Pitch to Close

27NEGOTIATING THE AGREEMENT

Sales, as I’ve said in other books, is really all about negotiating. In fact, I’ll go further and say that life, in general, is about negotiating. We live on a planet inhabited by billions of people who all want different things, have different expectations, and struggle to achieve different ends. When you think about it, it’s rather miraculous that the human race has survived as long as it has.

The reason we have is because we’ve learned to compromise. We don’t, in the immortal words of Mick Jagger, always get what we want. But by trying, we generally get what we need.

Negotiating the agreement to provide a service isn’t that different, really, from negotiating any other agreement. Here we’ll review some of the basics ...