7 Psychological Strategies for Mastering Sales Negotiations

November 9, 2014

“Preparing for a negotiation when a lot is on the line can elicit a tremendous amount of fear and negative thinking” writes Sherrie Campbell (Psychologist, Author and Speaker) for the online publication of Entrepreneur. “This kind of thinking can mean the negotiation is lost before the salesperson has even started to prepare for it.”


She goes on describing the seven strategies:


Eliminate anxiety.

Score a small yes or two.

Take full advantage of listening.

Choose a “partner” approach.

Think existentially.

Put people first, numbers second.

Mimic the emotional environment.


At the end of the article, Sherrie Campbell concludes: “Negotiation is purely a psychological strategy. Psychologically, a sales professional must be the master of his or her own mind and emotions. She needs to enter the negotiation prepared, knowing the needs of the potential customer through research, listening, spending time and paying attention. When a sales professional goes into a negotiation well-informed, she can keep her expectations under control. The most effective working relationships, which can then evolve into long-standing partnerships, are always based in trust between partners. In this way negotiation is not about winning but rather about mediating for the best outcome for all involved.”


Although the thoughts are very true from a psychological point of view, in our opinion the article may add to one common misperception about negotiating: Negotiation as art and not as craft. Based on the experience of the Vienna School of Negotiation we completely agree with the importance of preparation. “If you fail to prepare, prepare to fail.”


When it comes to the people side, we trust in the Process Communication Modell®. It helps you to understand yourself and your counterparty and improves the communication structure.


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