Negotiation techniques: how did they evolve?
Sales are one of the most eclectic areas out there. Everyone who works with business processes knows several vendor profiles. From those charlatans to real sharks, who manage to close big deals with relative ease.
But what distinguishes the successful salesperson from the mediocre one? These are the techniques used during your trading.
I believe that one of humanity’s biggest problems is insecurity. She is the one who breaks down many relationships, whether business or personal (I’m not going to go into the stride item).
For the seller in particular, this is a big problem. If he doesn’t trust your speech or the solution you’re selling, he’ll hardly be able to close a deal. This is a fact!
But there is no trust that compensates for a good negotiation technique. That natural salesman friend of yours certainly uses several negotiation techniques. He just doesn’t know it!
Before delving into the topic, let’s talk a little bit about the evolution of sales techniques?
How have trading techniques evolved?
Every story has a starting point, right? With trading techniques, this is no different. They have always existed, but they took a long time to be formalized.
After all, can you imagine a middle-aged salesman simply putting his wares at the fair and selling them? Or an Amerigo Vespucci raising investments for his explorations without even having to bargain?
In the end, all great explorers were great traders. If not, they would never get the money they needed for their travels. But unfortunately, there is no formalization of the methods used at that time.
We can say in part that most of the techniques used were based only on the feeling of each person in question. As we talked about at the beginning of the text, it’s basically the story of your born salesman friend. He has no idea what he’s doing, but it works!
But let’s talk now about some known methods?
Snake Oil Seeling
The first records of trading techniques date back to the American Wild West. In those regions, there were the famous “miracle sellers”. They offered “great quality” products to a large audience. And almost always, there was a “satisfied customer” nearby.
Anyone who has ever watched a Western movie must have seen such a scene!
Of course, such a method has an expiration date. In the beginning, it was easy to sell, as people were convinced by the context created. But after a while, when the promised result did not arrive, dissatisfaction was general.
You could already see that these sellers were true wanderers, right? If they promised results from their product within 3 weeks, there was a great chance that in that time, it would move to another region, where it would try to deceive more people!
But of course, this methodology was doomed to failure. It reminds a lot, in part, of some Polishop bodybuilding products.
There is always a case of a person who managed to get in shape quickly. Of course, it is not said that there was a sudden change of diet and routine. But it’s hard to sell the “dream” like that, right?
But a while later, in the US itself, the second documented method of selling appeared. The Pyramid Selling.
Pyramid Selling and modern sales
This negotiation technique may have been the gaming change in the sales area. Consumers were used to quacks and the like. Suddenly, the professional salesman appeared.
It was at the NCR company that this method emerged. In it, salespeople learned to converse with top executives, in terms of technical language, in addition to dressing similarly. Did you feel the effect of rapport?
That way, creating empathy was even easier and selling was made easier. But this method did not end there. When they started to prospect a certain region, sellers sought to sell to the big market players.
If they could make this sale, all the others would be easier. As the product sold really met customer expectations, having a relevant and satisfying case in the region encouraged other merchants to buy the same product.
With this method, sales began to professionalize, reducing the space that amateurs had.
SPIN is one of the latest trading techniques. But why did we skip several years to get to him? First of all, most of the other techniques were basically evolutions of Pyramid Selling.
And secondly, we are only talking about those that have totally changed the sales landscape. While most other methodologies focused on concepts like rapport, SPIN set out to do something different. That something was to give a technical aspect to sales.
The vast majority of sellers were focused only on closing techniques. As Neil Rackham’s book shows us, in complex sales, this is not the best method of selling.
It is necessary, when negotiating, to understand the entire scenario that the lead is going through, from its situation, to the problems that arise, what are the implications on a daily basis and in the end, what is the need for a solution.
For the record, SPIN is a complement to rapport- based trading technique. It is not because one is being used that the other must be excluded.
While one helps in qualifying, the other greatly facilitates the buyer’s final favorable decision-making.
With a basic knowledge of Pyramid Selling, plus SPIN, it is already possible to have a good understanding of trading techniques. But is this alone enough? Of course!
There are several techniques that can be used very well. One example is NLP techniques. They can be used to further facilitate rapport generation, in addition to inducing the buyer to make a favorable decision on your side in the negotiation.
It is possible to mirror the decision maker’s behavior, always talking in the same tone of voice, keeping a steady gaze and confident posture, in order to convey credibility.
To be able to negotiate a value, it is possible to work the profit margin, offering the product at a slightly higher value, and then reduce it to the desired price.
Anyway, it is possible to use numerous techniques in a negotiation. Do you know any techniques you would like to share? If so, share it with us. You can comment or send an email to firstname.lastname@example.org at will!
We are curious to know which cases you have to tell us!