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Negotiation The Core Of Sales Activity


  • VALCEANU, Gabriela


In order to succeed in sales, we must understand the principles behind successful negotiation. Negotiation is more about finding a common ground you and your customer can agree upon, as opposed to simply trying to manipulate your customer into believing that your solution is the best answer to their problem. Take the time to understand effective negotiation and you will develop much stronger business relationships. Negotiation is a specialized type of conflict resolution. We negotiate because we have to not because we want to. We negotiate because we cannot, otherwise, get what we want - not unless we enlist others. However, most people hate to negotiate. They dislike the confrontation that negotiation sometimes involves. They experience stress and fear. They worry that they aren't getting a good deal. Some people will do almost anything to avoid it.

Suggested Citation

  • VALCEANU, Gabriela, 2012. "Negotiation The Core Of Sales Activity," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 2(2), pages 76-82, June.
  • Handle: RePEc:hmm:journl:v:2:y:2012:i:2:p:76-82

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    Sales techniques; negotiation; sales;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other


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