If you are reading this, you likely perceive issues with the negotiation skills of your sales team. Maybe you feel your salespeople cave too early on price, or function in a reactive mode, or just aren’t as confident or effective in their negotiations as they could be. Effective negotiation skills have never been more critical for B2B sales success. There is universal pressure in today’s business world to continually improve profitability, and the easiest way for customers to improve profits is to squeeze better pricing from suppliers.

In addition, the digital age has put more insight than ever in the hands of customers, which means that they are becoming better negotiators. One more challenge is the ubiquitous notion among sales professionals that buyers are looking for better pricing, above all else. Too often, quality of service or products are hardly discussed until after the negotiation process, and only in association with a failure to meet customer expectations. 

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