SALES NEGOTIATION

National Learning & Development Manager - Vietnam

©Académie Accor
SALES NEGOTIATION

ACTIVITY

I KNOW
YOU CAN
SELL!

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SALES NEGOTIATION

OBJECTIVES

Run profitable negotiation

Recognize techniques and traps :

• The 5 golden rules
• The balance of power
• The buyer’s traps

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SALES NEGOTIATION

OUR RULES

Mobile, LINE Chat, etc…

All SWITCHED OFF!!!
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SALES NEGOTIATION

OUR RULES

ASK QUESTIONS
& PARTICIPATE!
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SALES NEGOTIATION

OUR RULES

TAKE NOTES!

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SALES NEGOTIATION

DEFINITION

NEGOTIATION

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SALES NEGOTIATION

DEFINITION ?

NEGOTIATION?
is what agree on the terms and conditions of the agreement

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SALES NEGOTIATION

DEFINITION ?

SELLING ?
is about securing the agreement

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SALES NEGOTIATION

SELLING

SELLING = FOUNDATION

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SALES NEGOTIATION

DEFINITION

SELL NEGOTIATION
• Ask • Demand
• Listen • Say “NO”
• Understand • Say “YES”
• Present Benefits • Concede / Give
• Persuade (Concession)
• Propose Solutions • Get compensation / Take

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SALES NEGOTIATION

DEFINITION ?

NEGOTIATION PROCESS ?

Offers / Counter offers

Ritual you have to go

through

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SALES NEGOTIATION

DEFINITION ?

NEGOTIATION
is adversarial ( competitor)

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SALES NEGOTIATION

DEFINITION


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SALES NEGOTIATION

DEFINITION ?

WIN WIN Situation

Fair deal for both sides
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SALES NEGOTIATION

WIN WIN SITUATION

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SALES NEGOTIATION

DEFINITION ?

NEGOTIATE ?
OR
NOT NEGOTIATE ?

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SALES NEGOTIATION

DEFINITION ?
Định nghĩa

RECAP
Negotiation is…
•a mutual discussion and arrangement of terms of
an agreement
•Negotiating is the action to take and give until
finding an agreement
•A competitive process of offers and counter offers (adversarial)

Selling comes first.

Looking for a win-win situation.

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SALES NEGOTIATION

SALES NEGOTIATION

Two lawyers were walking along, negotiating a case.

"Look," said one to the other, "let's be honest with each other.”
"Okay, you first," replied the other.
That was the end of the discussion.

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SALES NEGOTIATION

THE 5 GOLDEN RULES

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SALES NEGOTIATION

RULE NO.1 : MOVIE TIME…

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SALES NEGOTIATION

RULE NO.1

“ IN THE LONG RUN YOU HIT

WHAT YOU AIM AT, SO AIM HIGH ”
- HENRY DAVID THEREAU

AIM HIGH !!

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SALES NEGOTIATION

PREPARE YOUR NEGOTIATION

“ IF YOU DON’T KNOW WHERE

YOU ARE GOING, YOU WILL
PROBABLY END UP
SOMEWHERE ELSE. ”
- LAURENCE J. PETER

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SALES NEGOTIATION

THE GOAL MATRIX

INITIAL GOAL WALK

PRIORITY VARIABLES ARGUMENT
OFFER AWAY

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SALES NEGOTIATION

THE GOAL MATRIX

INITIAL GOAL WALK

PRIORITY VARIABLES ARGUMENT
OFFER AWAY

IDENTIFY ALL THE

POINT LIKELY TO BE NEGOTIATED

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SALES NEGOTIATION

EXERCISE

List as many as variables

as you can

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SALES NEGOTIATION

THE GOAL MATRIX

INITIAL GOAL WALK

PRIORITY VARIABLES ARGUMENT
OFFER AWAY

ORGANIZE VARIABLES
RANK THEM KNOW YOUR COST!

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SALES NEGOTIATION

THE GOAL MATRIX

INITIAL GOAL WALK

PRIORITY VARIABLES ARGUMENT
OFFER AWAY

WHERE
YOU START

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SALES NEGOTIATION

THE GOAL MATRIX

INITIAL GOAL WALK

PRIORITY VARIABLES ARGUMENT
OFFER AWAY

WHERE YOU
WANT TO ACHIEVE

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SALES NEGOTIATION

THE GOAL MATRIX

INITIAL GOAL WALK

PRIORITY VARIABLES ARGUMENT
OFFER AWAY

WHERE YOU WILL

STOP YOU WON’T GO BELOW

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SALES NEGOTIATION

THE GOAL MATRIX

INITIAL GOAL WALK

PRIORITY VARIABLES ARGUMENT
OFFER AWAY

BENEFITS TO
BACK UP YOUR INITIAL OFFER

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SALES NEGOTIATION

THE GOAL MATRIX

TIPS :

Always state your initial offer

Make your offer difficult to compare
Express one artificial hurdle on a minor point

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SALES NEGOTIATION

GETGOAL
THE YOURMATRIX
TOOLS READY

RECAP
Aim high

Prepare your goal matrix

•List the points likely to be negotiated: variables
•Rank your priorities
•Set your initial offer
•Define your goals
•Define your walk away point
•Prepare arguments to back up your initial offer

Always look for new variables – New options!

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SALES NEGOTIATION

BREAK TIME

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 QUIZ
1.Assuming you are going to give to the agent, stay 6 pay 5, how
much discount you are giving to the Agent?
2.Tax is 15%, the rate offering is USD 180nett. What is the room
rate excluding tax?
3.This year, my average room rate is USD215, next year USD205,
calculate the evolution of average room rate increment.
4.The situation is, bought a house at price of EUR100,000 / sales
at EUR 110,000 / and bought back again EUR120,000 and sales
again at EUR 130,000 – am I getting profit, lose or break even?
SALES NEGOTIATION

RULE NO.2 : MOVIE TIME…

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SALES NEGOTIATION

RULE NO.2

WHEN ASKED FOR A CONCESSION,

FIRST RECAP WITH A BENEFIT

BENEFIT BEFORE CONCESSION

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SALES NEGOTIATION

EXERCISE

Sort the sentences into

2 categories

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SALES NEGOTIATION

EXERCISE
CLASSIFY THE BELOW SENTENCES
IN 2 CATAGORIES
You can easily give me a 10% discount

You must deliver extra services

You are too expensive

You are 8% more expensive than the competition

Can you try to do something for me

If you give me credit facility, we can talk

The terms of payment are outrageous

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SALES NEGOTIATION

EXERCISE

OBJECTIONS REQUESTS
• You are too expensive • Can you try to do
something for me
• You are 8% more
• You can easily give me a
expensive than the
10% discount
competition
• If you give me credit
• The terms of payment
facility, we can talk
are outrageous
• Can you do me a favor

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SALES NEGOTIATION

RULE NO.2
OTHERWISE, YOU…

Lose your minute of

power

Don’t show value to

customers

Lose money

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SALES NEGOTIATION

ROLE PLAY

CASE STUDY

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SALES NEGOTIATION

RULE NO.3 : MOVIE TIME…

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SALES NEGOTIATION

RULE NO.3

ONLY MAKE A CONCESSION

IF YOU GET SOMETHING IN RETURN

GET BEFORE YOU GIVE

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SALES NEGOTIATION Sustain: duy trì độ tin cậy cho bản báo
giá lần đầu tiên, để cho khách hàng tin
cậy giá đầu tiên mình đưa ra là giá tốt
WHY? trừ khi khách đưa ra đáp ứng yêu cầu
đúng của mình thì mình giảm giá

Sustain the credibility of the first offer

Get respect win-win là 2 bên đều có lợi cho nhau

Stop the “bleeding” người sale hạn chế offer nhiều

Slowdown the process để cho người khách thấy sự

thử thách

Ensure profitability

Make the most of the minute of power

quyền lực một phút của ngừoi sale, nếu không nói được
quyền lợi cho khách mình sẽ say no với khách
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SALES NEGOTIATION

EXERCISE

Văn bản
?

What can you ask

in return?

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SALES NEGOTIATION

RULE NO.3

TRADE VARIABLES
TO MOVE TOWARDS AGREEMENT

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SALES NEGOTIATION

DEFINITION

CONCESSION
Something that you allow someone to have in
order to end an argument or a disagreement

Source: www.ldoceonline.com/dictionary
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SALES NEGOTIATION

DEFINITION
PHRASE IT THAT WAY…
Dùng cho quy tắc thứ 3

“ If you… “ PRECISE

VAGUE “ Then I… “

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 SALES NEGOTIATION

RULE NO.3
Tại vì chúng ta lúc nào cũng làm
điều to lớn, không được cám ơn
họ quá nhiều

OPTIMIZE YOUR
CONCESSIONS

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SALES NEGOTIATION

RULE NO.3

đừng lại dụng lời cảm

ơn, mình có lợi nhuận
nhièu phải giả bộ giảm
giá cho họ

MINIMIZE THEIR
CONCESSIONS

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SALES NEGOTIATION

RULE NO.4 : MOVIE TIME…

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SALES NEGOTIATION

RULE NO.4

chia nhỏ ý ra để đàm

phán không nên để
một cục để đàm
phán,
1. slowdown proces
2. maxi mize

CONCEDE IN
SMALL STEP
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 SALES NEGOTIATION

RULE NO.4

MOVE TO ANOTHER GROUND

mình sẽ đưa cho họ những option, slution:
không say no phải đàm án qua 1 phương án
khác

“I CAN’T DO ANYTHING ON THIS

HOWEVER I CAN OFFER…”

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SALES NEGOTIATION

CONCESSION / COMPENSATION MATRIX

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CONCESSION / COMPENSATION MATRIX
• Easy ie:
Welcome drink vs. the introduction of other bookers in your
company
• Ask for room upgrade vs. ask for rooming list
• Ask for private c/in vs. to allow GM for introduction to
client’s CEO
• If you pay for our simple refreshment package vs. we will
give free breakout room for you
• If you could stay in our premier room vs. we can give a
late c/o until 4 pm.
CONCESSION / COMPENSATION MATRIX
• Acceptable ie:
I can give you some car parking spaces vs if you can give me the rooming
list to confirm the room nights and block the rooms.
If you could ensure us that we are the only preferred hotel for this series vs.
we can give you 15 rooms allocation for your group.
If you could settle pre-payment for all guests on the arrival vs. we could
give you 10% commission
If you could give a 7 days pre-payment for the group vs. we can offer you a
free room for the tour guide.
If you could allow me to meet your booking partner (TMC) vs. we could
offer 20% discount to our F&B for your group. (to meet as well the partners
of the client)
CONCESSION / COMPENSATION MATRIX
• Unacceptable ie:
further discount of 20% after preferred rate vs. if you can give a pre-
payment for the whole group and no cancellations I can give discount for
you.
• If you can give me another group in a week vs. we can offer a waiving
of the cancellation charge of the existing group.

• Tips:
• To increase ARR. But still selling at the same rate, how to?
- Change market segmentation ie. from 50 % corp. 50% TA, then we can
increase 70% corp. and 30% TA.
- Or Reduce the commission to TA
- Or change the booking from indirect to direct booking
SALE NEGOTIATION

RULE NO.5 : MOVIE TIME…

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SALE NEGOTIATION

RULE NO.5

ALWAYS BE
CLOSING
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SALES NEGOTIATION

HOW TO NEGOTIATE ?

AS A WHOLE
OR
POINT BY POINT

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SALES NEGOTIATION

RULE NO.5

GET THE FULL SHOPPING LIST

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SALES NEGOTIATION

RULE NO.5

hỏi những câu hỏi mở: vd mất bao lâu để ac quyết định

MAKE SURE THAT YOUR CONTACT

HAS THE MANDATE TO TAKE THE DECISION

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SALES NEGOTIATION

THE 5 GOLDEN RULES

RECAP
Aim High

When Asked for a concession, first recap with a benefit.

Only make a concession if you receive something in

return

If you must concede, do so in small steps

Commit the client towards closing the deal

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SALES NEGOTIATION

THE BALANCE OF POWERS

THE BALANCE OF POWERS

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SALES NEGOTIATION

THE BALANCE OF POWERS

“ TO BE HONEST WITH YOU ,

MY FRIENDS AND I HAVE NO INTEREST
IN A NEGOTIATED SOLUTION ”

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SALES NEGOTIATION

THE BALANCE OF POWERS

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SALES NEGOTIATION

THE DIFFERENT POWERS

Weight

Choice

Information

Influence

Time

Sanction

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SALES NEGOTIATION

EXERCISE

What you would answer

to rebalance the powers

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SALES NEGOTIATION

REBALANCE THE POWER

OF SANCTION

SELLER’S BUYER’S SCRIPT

SCRIPT
“Just to let you know that if you are not
……………………………………………… successful for this event, your competitor
……………………………………………… will be in an excellent position for our
………………………………………………
………………………………………………
second event.”
………………………………………………
………………………………………………
………………………………………………
………………………………………………

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SALES NEGOTIATION

REBALANCE THE POWER

OF TIME

SELLER’S BUYER’S SCRIPT

SCRIPT
“I would have had pleasure to deal quickly
……………………………………………… but from our side, we are not in a rush.
………………………………………………
I think that I am going to take time to
………………………………………………
……………………………………………… review the proposal.”
………………………………………………
………………………………………………
………………………………………………
………………………………………………

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SALES NEGOTIATION

REBALANCE THE POWER

OF WEIGHT

SELLER’S BUYER’S SCRIPT

SCRIPT
“Do not forget that I am the biggest
……………………………………………… AccorHotels client in the region.”
………………………………………………
………………………………………………
………………………………………………
………………………………………………
………………………………………………
………………………………………………
………………………………………………

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SALES NEGOTIATION

REBALANCE THE POWER

OF CHOICE

SELLER’S BUYER’S SCRIPT

SCRIPT
“If I compare your offer to your
……………………………………………… competitors’ ones, you can definitely try
……………………………………………… harder!”
………………………………………………
………………………………………………
………………………………………………
………………………………………………
………………………………………………
………………………………………………

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SALE NEGOTIATION

REBALANCE THE POWER

OF INFORMATION

SELLER’S BUYER’S SCRIPT

SCRIPT
“I know the price of your rooms, thanks to
……………………………………………… some websites, and I need some
……………………………………………… explanations from you.”
………………………………………………
………………………………………………
………………………………………………
………………………………………………
………………………………………………
………………………………………………

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SALES NEGOTIATION

REBALANCE THE POWER

OF INFLUENCE

SELLER’S BUYER’S SCRIPT

SCRIPT
“With my experience and contacts, many
……………………………………………… people ask for my opinion about hotels.”
………………………………………………
………………………………………………
………………………………………………
………………………………………………
………………………………………………
………………………………………………
………………………………………………

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SALES NEGOTIATION

ROLE PLAY- the come back

CASE STUDY

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SALES NEGOTIATION

PURCHASE MATRIX
COST +

A B

C D

+ STRATEGIC
-
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SALES NEGOTIATION

SHOW YOUR POWER

STAND OUT! SHOW :

Confidence
Văn bản

Authority

Professionalism

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SALES NEGOTIATION

NEGOTIATING A TRIP HOME

Bob had been shopping downtown all day with his wife and four little children.
They were all so tired, he decided to take a taxicab home.
Approaching a cab driver, he demanded,

“How much will you charge to drive us to the Bronx?”

“I figure $5 apiece for you and your wife,” said the driver.
“I’ll take the four kids along for nothing.”

Bob turned to his children and said,

“Jump in kids, and have a nice ride home.
Momma and I will take the subway.”

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SALES NEGOTIATION

AVOID THE BUYER’S TRAPS

AVOID THE BUYER’S TRAPS

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SALES NEGOTIATION

AVOID THE BUYER’S TRAPS

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SALES NEGOTIATION

AVOID THE BUYER’S TRAPS

THE GOALS OF THE TRAPS

Rebalance the power

Prevent you from using

the 5 Golden Rules

Put pressure on you

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SALES NEGOTIATION

AVOID THE BUYER’S TRAPS

BELITTLING

Recognize the tactic

Don’t take it personally

Ignore or refuse

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SALES NEGOTIATION

AVOID THE BUYER’S TRAPS

THREAT

Recognize the tactic

Ignore

Show surprise

Present the stakes calmly

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SALES NEGOTIATION

AVOID THE BUYER’S TRAPS

URGENCY

Recognize the tactic

Ignore

Negotiate a deadline

Reverse the time pressure

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SALES NEGOTIATION

AVOID THE BUYER’S TRAPS

OH, BY THE WAY…

Recognize the tactic

Ignore

Show that you are ready to start

from scratch

Concede the last cent if there is

no other solution

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SALES NEGOTIATION

AVOID THE BUYER’S TRAPS

TAKE IT OR LEAVE IT
Recognize the tactic

Ignore

Pretend to walk away

Save time

Ask for an unacceptable

compensation

Escalate to your superior

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SALES NEGOTIATION

BREAK TIME

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THE END
THANK YOU
SALES NEGOTIATION

©Académie Accor