Negotiating with Retail Buyers

Duration

2 days

 

What is this course about?

When negotiating do you often wish you understood more fully what the buyer is thinking and how they have planned for the negotiation?

This course is ideal for anyone who is responsible for the selling of products on behalf of their organisation. The first day takes you through everything you need to know to become an effective negotiator. On the second day we introduce an experienced Purchasing Director who gets you inside the mind of the buyer. You will learn everything from what a buyer is expecting from you to how they prepare for their meetings.

The course challenges you to think from the buyer's side and use this perspective to achieve better results in every negotiation. There will be plenty of workshops on both days which enable the delegate to practice their skills in a comfortable environment.

Who would benefit?

Anyone responsible for sales wishing to understand the negotiation process from a buyer's perspective.

Objectives

By the end of this course, you will:

• Have the knowledge and tools necessary to be able to conduct any negotiation as a competitive and collaborative negotiation
• Understand how to make the most effective use of time available for negotiation preparation
• Appreciate the benefits of a wide range of persuasion techniques which are effective in commercial negotiations
• Learn what buyers are looking for and how they judge you during negotiation
• Be aware of the most commonly used tricks, traps and ploys used in negotiation and, more importantly, how to deal with them
• See for yourself the factors which make the difference between effective and average negotiators

Key topics covered

 

1. The 7 step process to an effective outcome

• Win win process
• Planning your variables
• Establishing the gap
• The importance of the close

2. Fundamentals of negotiations

• Achieving our objective through relationship building
• Understand the other party's role
• Always trade concessions
• Techniques of advanced negotiation skills

3. The importance of trading concession

• Never concede without getting something in return
• Plan your concessions carefully beforehand
• Deal them like cards (one at a time)

4. Four stages of negotiations

• Planning
• Opening
• Negotiation
• Closing

5. The role & responsibilities of the buyer

• Achievement of budgeted sales, cash margin & gross profit
• Negotiation of all financial elements
• Range sourcing & selection
• Creation & execution of promotional activity

6. The effective supplier from a buyer's perspective

• Clear, concise & focused in meetings
• Deep knowledge of buyer's range & market position
• Flexibility

7. Retail Trade issues from the buyer's perspective

• Current trading issues
• Environmental factors
• National / Local Sourcing Issues

8. It's A Deal - A series of negotiating role plays with the buyer

• Use of concessions
• Listening skills (Flagwaving)
• Achieving the call objective

 

 

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As well as negotiation skills training GA also deliver an extensive range of customer service training options.