危险废物产生单位危险废物管理台账.ppt

Advanced Negotiating
Media Sales Objectives
What are your sales objectives?
To get results for customers
To develop new business
To retain and increase current business
Presell
Upsell
To increase customer loyalty
Media Sales Strategies
What are your sales strategies?
To sell solutions to advertising and marketing problems
Complete customer focus
To reinforce the value of advertising and your medium
Strategies
To create value for your product
To become the preferred supplier
To establish, maintain, and improve relationships at all levels of the client and agency (keep agency informed)
To provide the best research, information, and advice
To be your partners’ online marketing consultant by providing solutions
Strategies
To innovate
New packages, new rotations, new ideas
New creative approaches
Innovative technology
“The only functions of an enterprise: marketing and innovation.” Peter Drucker
Key Functions
To create a differential competitive advantage in a buyer’s mind
To manage relationships
To solve problems
Bargaining for Advantage
Based largely on Bargaining for Advantage: Negotiating Strategies for Reasonable People, Richard Shell, Penguin Books, 1999
Before You Begin
All knowledge begins with “know thyself.”
Look inside first and honestly assess your style
Accommodating and cooperative
Competitive
To be a successful negotiator, you must be yourself at bargaining table. Tricks and stratagems you don’t feel comfortable with won’t work.
The best negotiators play it straight, ask a lot of questions, listen carefully, and concentrate on their and the other side’s interests.
Understand Persuasion
The best negotiators see the psychological and strategic currents that are running below the surface.
They understand and know how to use the principles of persuasion:
Reciprocation
Commitment and Consistency
Social Proof
Liking
Authority
Scarcity
The Approach: Information-Based Bargaining
Information-based bargaining involves getting