This chapter focuses on the dual competencies of negotiation and objection handling in professional sales. It equips sales professionals with principles and frameworks to navigate resistance, manage pricing concerns, and secure mutually beneficial outcomes. Role-play, planning tools, and buyer psychology models such as BATNA, ZOPA, and Cialdini’s principles reinforce skill development and confidence.
• Explain the principles of effective negotiation and how they apply within the context of professional sales
• Identify common buyer objections and demonstrate proven strategies to respond to and overcome them
• Apply tactics to manage price resistance while maintaining value and protecting profit margins
• Develop negotiation plans that aim for mutually beneficial outcomes and long-term client relationships
• Practice negotiation skills through real-world scenarios and role-play exercises