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Strategic Negotiation : A Breakthrough Four-Step Process for Effective Business Negotiation
by Brian Dietmeyer and Rob Kaplan
by Renie McClay, Book Reviewer
I enjoyed this book because it is based on what you “do” rather than what you “say” in a negotiation. It sees the negotiation not as a conversation, but as a process that you need to research, validate, and then create value for both sides. Then you can look at dividing the value. The authors do a nice job to help readers realize that sales negotiation is an easy to understand, repeatable and measurable process.
This book will work for the individual or the organization. It is one of the only negotiation processes I have found that works for the repeatable sale. When you sell to the same person again and again, you need integrity in the sale. Both parties must see it as being fair to continue their business relationship.
Here is a recap of the four-step negotiation process:
- Estimating the negotiation. What are the actual issues in the negotiation? Sellers determine the effects, both positive and negative, of a lost deal, from both the sides; the buyer’s and their own.
- Validating the estimation. A fact-finding exercise to confirm the accuracy of previously made assessments.
- Creating value. Sellers structure a series of deals creating measurable value for parties on both sides of the negotiation. Each offer addresses the essentials but goes on to include additional benefits for the buyer.
- Dividing value. A presentation of "multiple equal offers" is made to buyers, providing more value and choices than they anticipated.
Chapters include worksheets for readers to analyze and evaluate their own negotiations from both a seller’s and buyer’s point of view as well as a handy list of ‘common mistakes to avoid”.
[PRINTER FRIENDLY VERSION]
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