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Business Negotiation as a Crucial Component of Sales

Author

Listed:
  • Davor Perkov

    (International University Libertas, Zagreb, Croatia)

  • Dinko Primorac

    (University North, Koprivnica, Croatia)

Abstract

Negotiation is a controlled communication process that resolves the conflict of interest of two or more negotiating parties (when each party can block the achievement of the objective of the other side). The key to negotiating effectively is to know how much to offer in which moment and know where and how to draw the line of what we are prepared to accept. Negotiation theory in some segments differs from the negotiation in sales. The purpose of the paper was to point out the specific potentials, problems, dynamics and importance of negotiation as a crucial component of sales. The main hypothesis of the paper is that many companies today leave negotiation function outside of standardization in the business processes. It will be clarified what are the contents of negotiating function, how it affects development and how to acquire negotiating skills best in the sales process. The aim is to draw attention to dimensions that preparation process has when leading the course of negotiations to accomplish desired sales goals. Primary research has been conducted on the sample of fifty (N=50) respondents from different Croatian companies. The findings indicate that Croatian employees are not prepared quite adequately for the process of negotiation and that they are not improving their negotiation skills

Suggested Citation

  • Davor Perkov & Dinko Primorac, 2016. "Business Negotiation as a Crucial Component of Sales," International Journal of Innovation and Economic Development, Inovatus Services Ltd., vol. 2(4), pages 48-57, October.
    • Handle: RePEc:mgs:ijoied:v:2:y:2016:i:4:p:48-57
    DOI: 10.18775/ijied.1849-7551-7020.2015.24.2005
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    Citations

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    Cited by:

    1. Vojvodić, Katija & Martinović, Marija & Pušić, Ana, 2019. "How Croatian Managers Negotiate: Investigating the Relationship Between Managers' Personal Characteristics and Negotiation Tactics," 7th International OFEL Conference on Governance, Management and Entrepreneurship: Embracing Diversity in Organisations (Dubrovnik, 2019), in: 7th International OFEL Conference on Governance, Management and Entrepreneurship: Embracing Diversity in Organisations. April 5th - 6th, 2019, Dubrovn, pages 319-331, Governance Research and Development Centre (CIRU), Zagreb.

    More about this item

    Keywords

    Business negotiation; Sales process; Process of negotiation; Negotiation skills;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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