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Selling to Win, 4th Edition by Richard Denny

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Chapter Thirteen

Negotiation

Professionals must understand that much of good, modern selling will involve negotiation, because very rarely does a sale depend upon a single item with a single price and a single delivery date. Therefore, in presenting a proposal you will often need to negotiate the parameters to get both parties into a win–win situation.

You must be sure in your own mind of the type of relationship that the prospect is looking to build with you. Will your sale be a one-off sale? Professional sellers should always be looking for repeat business or new opportunities but there are, without question, some occasions when the salesperson will make a one-off sale. Suppose you sell your car or house privately, for instance. You will be ...

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