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Last updated on 2025年1月15日

How do you prepare and research for a sales negotiation with a new or existing client?

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Negotiating with a new or existing client can be a challenging but rewarding process for sales professionals. It requires careful preparation and research to understand the client's needs, goals, pain points, and decision-making criteria. In this article, you will learn how to prepare and research for a sales negotiation with a new or existing client using six steps.

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Ricardo Chang

| Strategic Business Manager | BDM | Sales & Commercial | B2B & B2C | Disruptive Innovator | Mentor
Sacchit Patel

Associate Vice President | Alpha Quantum Group | Wealth Management | Investments | Financial Planning

1 Identify your objectives

Before you enter a sales negotiation, you need to have a clear idea of what you want to achieve and what you are willing to compromise on. Your objectives should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, you might want to close a deal with a 10% discount, a six-month contract, and a referral bonus by the end of the week. Having SMART objectives will help you focus your negotiation strategy and communicate your value proposition to the client.

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Sacchit Patel

Associate Vice President | Alpha Quantum Group | Wealth Management | Investments | Financial Planning
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Profile Deep Dive: Study their LinkedIn like you’re Sherlock Holmes—spot career moves, interests, and connections, but don’t accidentally “like” a 2015 post! Find Their Hot Topics: Look for what they share or comment on—nothing warms a negotiation like dropping a subtle “I saw your post about…” Check Their Endorsements: If they’re endorsed for “strategic planning,” be ready for chess moves; if it’s “Microsoft Excel,” they might bring charts. Spy on the Company Page: Learn their priorities so you don’t pitch vegan snacks to a BBQ restaurant. Look for Mutual Connections: A friendly name-drop might just be your secret weapon in breaking the ice!

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Marcos Jord?o

Gerente Comercial e Financeiro | Especialista em Alta Performance | Gestor de Pessoas | Administrador | Empreendedor | Planejamento | Lideran?a Estratégica
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Antes de uma negocia??o de vendas, fa?o uma pesquisa detalhada para entender as necessidades e o contexto do cliente. Para clientes novos, investigo tudo sobre sua pessoal. Para clientes existentes, reviso o histórico de intera??es, compras anteriores e feedback, buscando padr?es de comportamento. Também preparo uma proposta personalizada que aborde diretamente as necessidades identificadas. Defino objetivos claros para a negocia??o, como o que quero alcan?ar e quais concess?es posso oferecer. Durante a conversa, mantenho uma postura flexível e atenta, pronto para adaptar minha abordagem conforme o cliente compartilha mais informa??es.

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Nandana Bhattacharya

Client Engagement Manager | Learning new Technologies
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Research and Prospecting 1. Google search for potential clients 2. Research revenue information using websites like Money Control or Tofler 3. Investigate the company's involvement in latest technology 4. Select companies based on revenue targets Contact Information and Outreach 1. Utilize B2B tools like Lusha or Apollo.io to find respective depts' contact information 2. Initial contact via phone or email 3. Send personalized LinkedIn notes to connect with them Meeting and Follow-up 1. Schedule meetings with interested clients 2. Pursue follow-up meetings to discuss further 3. Conduct feedback calls with new and existing clients at various implementation stages

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Fabio Morselli

Especialista em vendas B2B com ampla experiência no Brasil
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Based on the information above, take the following actions: Define SMART Objectives: Establish goals that are Specific, Measurable, Achievable, Relevant, and Time-bound. Customer Analysis: Understand the customer's needs and preferences to align your value proposition. Proposal Preparation: Develop a clear proposal, highlighting the benefits for the customer. Concession Strategy: Determine what you are willing to compromise on and plan your concessions. Negotiation Simulation: Practice the negotiation to prepare for various scenarios. These actions will ensure a successful negotiation focused on your objectives.

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2 Gather information

Gathering information about your client is essential for tailoring your negotiation approach and offer. You can obtain information from the client's website, social media, industry reports, news articles, and previous interactions. Additionally, you can use open-ended questions, active listening, and rapport-building techniques to learn more during the negotiation. It is important to understand the client's needs, goals, challenges, pain points, budget, timeline, authority, alternatives, competitors, influencers, preferences, values, and expectations.

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Fabio Morselli

Especialista em vendas B2B com ampla experiência no Brasil
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In addition to the mentioned practices, consider the following strategies: Networking: Leverage your network to gain valuable insights about the client. Market Analysis: Examine the competitive landscape and identify market trends that may impact the client. Informal Interviews: Engage in informal conversations with the client's employees or partners to better understand their culture and internal processes. Sentiment Analysis: Use tools to monitor the public perception of the client's brand on social media. These actions will provide a more comprehensive view of the client, allowing for a more personalized and effective negotiation approach.

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3 Analyze the situation

After gathering enough information, analyze the situation and identify the strengths, weaknesses, opportunities, and threats (SWOT) of both parties. A SWOT analysis will help evaluate your position and leverage, as well as the client's interests and motivations. Consider the type and level of relationship you have with the client, the degree of trust and rapport you have established, the potential benefits and risks of the negotiation outcome for both parties, and the best alternative to a negotiated agreement (BATNA) for both parties. This will help you make an informed decision and come to an agreement that is beneficial for all involved.

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4 Plan your strategy

In order to plan your strategy and tactics for the negotiation, you should base it on your analysis. Your strategy should be in line with your objectives and represent your value proposition and differentiation. As for your tactics, they should encompass your opening offer and target price, concession plan and reservation price, value-added items and trade-offs, negotiation style, and communication skills.

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5 Practice your pitch

Before you meet with the client, you should practice your pitch and rehearse your responses to possible objections, questions, and scenarios. You should also anticipate the client's pitch and prepare your counterarguments and counteroffers. Practicing your pitch will help you boost your confidence, clarity, and credibility. You should also seek feedback from your peers, managers, or mentors to improve your pitch and avoid potential pitfalls.

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6 Review and adjust

After each negotiation session, you should review and adjust your strategy and tactics based on the feedback and outcomes. You should also document the agreements and action items and follow up with the client to confirm and reinforce them. Reviewing and adjusting will help you avoid misunderstandings, resolve conflicts, and build trust and loyalty with the client.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Ricardo Chang

| Strategic Business Manager | BDM | Sales & Commercial | B2B & B2C | Disruptive Innovator | Mentor
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Prepararse para una negociación de ventas requiere una investigación exhaustiva y una planificación cuidadosa. Primero, recolecta información sobre el cliente: sus necesidades, objetivos, desafíos y situación actual. Utiliza fuentes como redes sociales, informes de la industria y entrevistas con empleados o clientes existentes para obtener una visión completa. Luego, identifica tus fortalezas y cómo tu producto o servicio puede resolver los problemas específicos del cliente. Establece tus objetivos de la negociación y posibles concesiones. Practica técnicas de negociación y prepara argumentos sólidos respaldados por datos. Con esta preparación, estarás listo para abordar cualquier negociación de manera efectiva y con confianza.

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How do you prepare and research for a sales negotiation with a new or existing client?

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1 Identify your objectives

2 Gather information

3 Analyze the situation

4 Plan your strategy

5 Practice your pitch

6 Review and adjust

7 Here’s what else to consider

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