Listening your way into a great deal

Have you ever wondered why your pitch isn’t appreciated?

When negotiating an offer with a client - a new deal, a price change, a new contract, a strategic relationship understanding the customers priorities and needs is the most important priority. Matching those needs with what you can deliver is the second most important.

How you can know what they need:

• Ask all of your contacts in different departments to gain a round understanding of their needs. Asking is powerful. You might be surprised how few suppliers dare to ask. Asking more than one contact is also necessary if your relationship is broad or deep with the customer. And listen to what they say. It might be a surprise.
  

• Send surveys:

• UVP (unique value proposition) where you ask contacts in different functions how they value your offer compared to others can be eye opening.

• Net Promotor Scores are another common way of tracking customer satisfaction with defined metrics based on very short surveys
  

• Listen to their actions

• If a key contact isn’t responsive is it because they have lost interest in your offer, found a competitor or find your offer routine, or maybe a new assignment. Ask your other contacts why and how to reach this person

• If a key contact is frustrated with you constantly maybe the way you’re messaging is missing their most important issues. If you’re talking about your amazing product performance and they don’t need all of this features, and need something else… there’s a gap. If the gap is closed the offer may be better received.

• If a key contact is responsive but only transactional, it can mean that they aren’t considering you a strategic partner. Again asking other contacts can add depth and breadth to your understanding of what’s happening.

• Using a Kraljic Matrix can help determine what purchasing actions might imply.

Happy negotiating!