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Consummating and sustaining major business relationships between buyers and sellers often involve significant investments in activities such as bid preparation, requirements evaluation, proposal development, follow-up visits, phone calls, traveling, and sales presentations. These activities, which sometimes run for several weeks or months, may eventually culminate in a business negotiation meeting.
Unlike other aspects of the sales process, negotiation is usually a non-sequential process involving different parties with divergent motives, relationships, and behaviors. Unfortunately, the success or failure of such a meeting will have far-reaching consequences on the business of the parties involved.
Successfully handling the complexity of issues, relationships, and goals involved in a business negotiation requires the possession of critical skills by business executives.
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