You must never try to make all the money that’s in a deal. Let the other fellow make some money too, because if you have a reputation for always making all the money, you won’t have many deals

Jean Paul Getty

If you have done a thorough job of understanding customer needs and then presented a powerful proposal that clearly addresses these issues, often the amount of negotiation required is minimal. But this is not always the case. Typically, larger customers, especially if the stakes are high will push back.

In this lesson I take through the key steps of negotiating from understanding the buyer’s personality, preparing trade-ables and key tactics.