Even the most accomplished Seller are facing significant price negotiations Anxiety. naked fear. And rightly so. Because there are good tips.


The minefield of the price negotiation

Price negotiations today – some industries are using powerful ones here Tricks of the buying center and are up to speed – usually presenting themselves as a minefield that even experienced sellers only want to step on with a shudder.

Who wouldn't want to get out of such a minefield as quickly as possible? No wonder, then, that sellers very often collapse too early, show no backbone and give in to get out of this unpleasant situation fast to be able to break out. They give so much too early and unfounded discounts that cut their profits Companys melt away. Not to talk about their own commissions.

Seller versus buyer

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In a negotiation buyers and sellers face each other lonely across from. Everyone has one Objective. The end. This is where the similarities stop. Because the seller sometimes has to close with certain companies due to the market situation. The aim of the buyer is to obtain the most favorable price for his company.

The modern communication methods help him to expand the competition to numerous possible providers. He will then skillfully use this advantage in the negotiation. So there is an imbalance right from the start, which has a significant impact on the dynamics of the negotiation process. Smart and Successful Sellers act this fact through intensive Preparation on time.

Preparation is the foundation of your price ladder

Sales teams that are excellently prepared will always make lucrative orders. And exactly at the prices that they have set themselves. Successful price negotiators know that the all-important phases take place before the actual price discussion. Here we form the foundation for our personal “price negotiation staircase”.

The more time and Energy invested in this foundation, the more stable it is. A shaky, poorly researched foundation also means shaky steps that are difficult to climb. A firm, strong foundation provides sure-footed, safe steps. The time you here invest, comes back positively several times in the course of the negotiation. Successful sellers never neglect this phase!

Strategic preparation

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Before you approach new companies and make an offer, you can get an accurate picture of the company. Search for your main contact partner and other potential negotiating partners of the buying cent. How tick these, what negotiation reputation do you have, what do they like, what are your hobbies, where do you go on holiday.

Your high goal is to establish good personal contacts with the contact persons and decision-makers and your Network to be established in this company at a very early stage. Only then can you recognize the decision-making processes in the company, perceive potential for optimization and customers really useful for him Solutions work out.

Benefits rather than products

It's never about the product alone, but always about the benefit. The price is important, but not always decisive for the purchase. It is much more important to know the need and the needs to know the customer exactly and to offer him the "better overall package" of product and services and to show the benefits. If the Customer recognizes his personal benefit, he is usually willing to pay a higher price.

After this intensive preparatory phase, we are ready to climb the first step of the price negotiation step. Because the jungle of price negotiations is impenetrable. Purchasing committees, job rotations and reorganizations of the purchasing departments - which are gaining more and more power - make the life of the sales staff more and more difficult.

The horror of the seller

Buyers are in negotiationPsychology, negotiation technique and intensive, almost savvy negotiationStrategy trained. Performance-related salaries, potential savings and internal parameters for success influence the actions of most buyers.

They will increasingly think of the pure, hard-hitting monetary negotiating result. The quality of the purchased products seems only secondary.

When relationships lose meaning

Long-term business contacts, the human factor at the relationship level and customer loyalty verlieren more and more in the price negotiations Significance. Sellers are often helpless in the face of this “climate”.

Logical that most sellers dread to enforce their prices in price negotiations or even to increase them. They are in a less than ideal sandwich position between their own management, which calls for “maintaining prices or increasing prices” and the buyers who proclaim “no deal without discount”. It is precisely in this situation that the inner attitude is important.

Faith moves mountains

Price, the seller's natural enemy? Unfortunately, this way of thinking is often anchored in the brains of salespeople. But the really successful sellers stand confident behind their price. The really successful sellers also enforce it.

As a seller, you determine the course of the transaction with your attitude and your thoughts. Whether you think your rates are really too high or whether you will strongly support them, the outcome of the negotiation will always reflect your inner attitude. So, think positively, stand proud at your price and go with that strong conviction in the negotiation.

Your inner attitude makes the difference

In addition: Many sellers go into negotiations with the attitude "the only thing my customers are interested in is the price". In addition, they are permanently edited by the media with “stinginess is cool” and “how good that you have compared” campaigns and may even be among the bargain hunters themselves.

With this attitude, they even understand the demands of their customers and can not convince them because they themselves are not convinced by their products, services and the offer.

On the inner stability it depends

Only when the seller has the inner stability and believes in himself, his company and his offer does he have a chance to convince his customers and successfully and profitable too negotiate. This unconditional belief is the basis for successful price negotiations.

Work on that belief if you don't already have it. Go into your future negotiations with absolute confidence in your ENTIRE offer. This self-confidence and this one Self worth, which you give yourself and your offer here, lets you radiate a high level of security. And it is precisely this impression that makes the big difference, even for savvy purchasing departments and buyers.

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