Negotiate successfully: with your back to the wall

In theory, annual meetings in retail are very simple: Among other things, sales targets, conditions and sales are discussed Measures for sales promotion. The result is a framework agreement. The practice looks different.

The pure horror

In practice, however, such an annual conversation is war and terror (original sound of a key account manager for trading). A good example of how you can still win with your back to the wall.

Because annual discussions in retail are pure horror for many. Google finds around 63.900 terms in “Annual Talk Trade” and throws out countless seminars for key account managers and salespeople.

Go back to war every year

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How should a person feel, who regularly has to go to war in the fall of every year and is exposed to the purest terror. Not somewhere in one of the crisis areas, but in the middle of Germany. Which decide must choose between exit now (keep prices stable) or exit later (“adjust” prices and margin again verlieren)?

Sometimes everything works fast. Like last December. The key account manager traveled six hours for the annual meeting. The appointment usually lasts one to one and a half hours. But this time he was back in the car heading home after 22 minutes. Without orders. From January 1st, someone else had them.

Out and about?

“Everything already discussed and in the ways headed,” the buyer had told him. And "I'm sorry" and smiled so funny. Was it because he dated the order seven years ago Executive of the purchaser against his will. Because he then had to do all the work and it turned out to be the right one for the last seven years decision had turned out.

With Turnover– and profit increases of more than 30 percent. Was it the case that the previous supplier now hit back because he had learned from the buyer over the past few years with information from the first Hand was "fed". How was this gap to be closed so quickly?

You can only win!

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Ask about questions that tormented the key account manager during the long hours on the freeway on the way back. It was mid-December, and in less than three weeks the branches of the customers the unsold stocks are taken back and the shelves are expanded.

And still on the way back was him clear: He already lost the orders. From now on he can only win. In his mind's eye appeared the image of the hero of a film he had seen ages ago and thought long forgotten. Standing with your back to the wall and there was only one free direction. Forward, with full Risks.

How does the other tick?

So the key account manager called his retired predecessor and former boss, Mr. Schmidt, while he was still on the road. Mr. Schmidt knew the senior manager and Founders of Company of the customer, Mr. Huber, from before.

Schmidt was able to describe our key account manager quite well, as Mr. Huber ticks. What he likes, what values ​​he has, what he is proud of and what is important to him.

Escape to the front!

The next day our key accont manager wrote a letter. Directly addressed to Mr. Huber, the Seniorchef and a greeting from Mr. Schmidt. The letter then contained all the facts since the beginning of the partnership. The whole seven years finely listed. How it all began, how it developed, what had been done and what the company of Mr. Huber got from it.

And most importantly, he wrote it without anger or annoyance - and above all without being submissive. Because he had already lost the orders. Instead, he addressed Mr. Huber's values ​​and the motives that drove him time and again over the many years of his entrepreneurship. Our key account manager found plenty of material about it in the Internet and in old magazines and business reports.

The nail test

Before he sent the letter away, he gave it to his former colleague Schmidt. He should read it with them Eyes of old Huber, and say what would happen to him when he held the letter in his hands. This is the nail test. The simulation of Communication. Of course, that also works with a negotiation, with sales talks, with anything.

The test was positive. Only a few small corrections had to be made. Most were of a stylistic nature. A few words different, "Denglish" terms replaced by German and then it was good. Schmidt gave his OK and said: "Yes, that fits." In English this means: “That matches.”

Never give up while the ball is still in the game

The letter was given, personally. And then followed a tense wait. Exactly two days. Then the answer was there. The purchaser's decision was withdrawn. From Seniorchef personally.

The old state was restored. Nearly. Because at the opportunity was just the same conditions still talked. But the orders are saved, committed for the next three years.

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