Brand-Building Negotiations

Many of my clients have improved their margins by as much as 5 percent in a year by strengthening the negotiating skills of their sales associates. And that has helped them build trust in their brand and prices. The fact is, you can make a sale while hurting your brand in the eyes of the purchaser. Improving how you negotiate can actually make customers feel better about shopping at your store even as you improve your margins. Appraising the Situation First, learn to recognize the three types of bad negotiators. The Reluctant Negotiator appears ill at ease offering a price accommodation. He or she may hesitate, stumble, break eye contact, or refuse to offer any accommodation even when it could advance a sale. The damage goes beyond losing a sale. Customers—especially long-standing ones—like to feel special. Accommodations for watches and luxury jewelry have been a way to recogn

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