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d. Appealing to buyer’s sense of fairness also may move the discussion forward.
3. “Let’s split the difference” tactic.
4. “If…Then” Tactic
a. In this setting, the consequence could be serious.
5. “Sell Low Now, Make Profits Later” Tactic
6. Preceding are just some of the tactics used by professional buyers. To prepare, keep
in mind:
13-8
END-OF-CHAPTER ACTIVITES
Included in this section are answers to selected end-of-chapter exercises. Answers are
provided for all review questions, application exercises and case problems. Also, a brief
“Partnership Selling: A Role–Play/Simulation.” Answers, forms, and instructions related to
titled Traditional Role Play Exercises and Forms.
Key Terms
Negotiation, p. 273: Negotiation seeks to move polarized parties into the realm of common
willingness to pay.
Logrolling, p. 278: The best possible response is very often an alternative solution. In formal
negotiations, this is often referred to as logrolling.
Stall, p. 280: Resistance related to time is often referred to as the stall.
Direct denial, p. 281: Direct denial involves refuting the opinion or belief of a prospect. The
Trial offer, p. 282: A trial offer involves giving the prospect an opportunity to try the product
without making a purchase commitment
13-9
Postpone method, p. 283: The customer may raise concerns that you would prefer to respond
to later in the presentation. The salesperson uses the postpone method to handle a concern
later in the presentation.
Trial close, p. 299: Salesperson might attempt to turn the objection into a trial close by
concluding the sale without prejudicing the opportunity to continue the selling process with
the buyer should they refuse to commit themselves.
Unbundling, p. 286: A negotiation strategy, which reduces the price by eliminating some
items, sometimes described as unbundling.
MyMarketingLab
Go to mymktlab.com to complete the problems marked with this icon .
Review Questions
13-1 Explain why a salesperson should welcome buyer concerns.
13-2 List the common types of buyer resistance that might surface
in a presentation.
13-3 How does the negotiations worksheet form help the salesperson prepare to negotiate
buyer concerns?
First, the salesperson must look at the sales proposal from the customer’s point of view and
objection that was identified.
13-4 Explain the value of using probing and confirmation questions when negotiating buyer
13-10
13-5 List eight specific strategies for negotiating buyer
resistance.
13-6 John Ruskin says that it is unwise to pay too much when making a purchase, but it is
13-7 What is the most common reason that prospects give for not buying? How can
salespeople deal effectively with this type of concern?
13-8 Professional buyers often learn to use specific negotiation tactics in dealing with
13-9 Discuss the merits of using need-satisfaction questions to negotiate buyer concerns.
Need-satisfaction questions are designed to move the sales process toward commitment
“NEGOTIATIONS: SOLVING THE TOUGH PROBLEMS”
VIDEO APPLICATION EXERCISES
13-10. There are three steps in dealing with anger. (1) Ask them about the problem so they will
13-11. In dealing with skepticism and doubt: (1) Be candid, open and honest. (2) Offer a list of
13-11
13-12. To overcome the price problem: (1) make sure the benefits of the product equal the value
13-13. In preparing to walk away from a sales: (1) prepare a walk a-way point, (2) express
ROLE-PLAY EXERCISE
This role-play exercise gives the student an opportunity to apply negotiation skills in a
realistic situation. Students need to use the negotiation worksheet to prepare for this role-play.
This role-play will also underscore the importance of preparing on a salesperson’s ability to
adapt adequately during a negotiation.
13-14. You will need to determine if you are going to have a team negotiation session. If you are,
13-15. Refer to Figure 13.3, The Negotiations Worksheet and prepare answers to each of
ANSWERS TO THE REALITY SELLING TODAY
NEGOTIATIONS CASE PROBLEM
13-16. A new prospect will want to determine how your services and the cost of your services
13-17. There are several questions that could be asked of the prospect, some examples include:
iii. Regular response = new employee orientation
13-12
Copyright © 2018 Pearson Education, Inc.
c. What food options are desired?
a. Response examples:
i. High-end response = multicourse meal
ii. Medium response = hors d’oeuvres
iii. Regular response = self-service snack and beverage bar
Clearly, the responses that a prospect makes will have implications for the size and quality of
the room, the seating arrangement, the view, the amenities, valet parking, etc.
13-18. A professional buyer may use one or more of the following tactics:
a. Budget limitation tactic. You may be able to reduce the price by eliminating some items,
13-19. There are perhaps several indirect ways to ask if the negotiator has decision making
authority. One easy method is to simply ask who else is involved in the decision making process.
If the negotiator is not responsible for making the decision, it will be a priority to include the