Business secrets: how to negotiate correctly. How to negotiate correctly: rules and common mistakes How to negotiate cooperation correctly

Money is the subject of business negotiations, emotions accompany this process. We can say that improving the art of negotiations is not a superfluous activity for a businessman.

There are two main types of negotiations. Positional, when each of the negotiators tries to benefit only for themselves. And integral, during which the parties unite and achieve mutually beneficial results.

A classic example of positional negotiation is the discussion of a transaction between a seller and a buyer. The seller's task is to raise the price, the buyer's task is to reduce it. The figurative expression “tug of war” is perfectly suited to describe the tactics of conducting such negotiations. The emerging relationships and reputations of the negotiators are of relative importance here. For their sake, none of the opponents will sacrifice profit.

In this case, we can advise the following:

• set the tone from the very beginning of negotiations, gain a foothold in your position by insisting on favorable terms of the deal;
• do not disclose information about your situation: the motives for the transaction, your interests and possible circumstances that constrain you;
• use information about the other party to formulate a proposal on the price and other terms of the transaction;
• do not cross the boundaries of what is permitted: do not raise your tone, do not show impatience, etc. Otherwise, you simply will not bring the conversation to an end and miss the opportunity to make a deal;
• do not give in to persuasion, but at the same time be flexible: adjust your proposals in time;
• be honest, but don't allow your opponent to manipulate you.

Integral negotiations are usually carried out if the parties have a desire for long-term cooperation and partnership, as well as at the stage of business relationships, when the financial or controversial legal aspects of the transaction have already been settled. In this case, the interests of the participants do not clash. By agreeing to terms that suit your interlocutor, you do not infringe on yourself.

By participating in such negotiations:

• inform your interlocutor about your situation: explain why you want to conclude a deal, what your interests are and possible constraining circumstances. Try to openly discuss the points that most interest you. Offer to think together about additional opportunities and resources that could be useful in this transaction;
• Find out as much as possible about the situation and capabilities of the other party;
• use what you have learned to develop a solution that is as satisfying as possible for both parties;
• ask open-ended questions about the other party's needs, interests, concerns, and goals;
• listen carefully without interrupting, objecting or correcting your interlocutor;
• Be open about your needs, interests and concerns. This is just as important as listening carefully to the other side. A balance is required between respect for the interlocutor and self-confidence;
• don't rush to make a deal. Remember that your ultimate goal is to achieve a result that satisfies both parties. Avoid the temptation to reach an agreement quickly. Don't be afraid to take the time to come up with an option that works for everyone.

And finally...

General rules that will help you get a good result.

• take the initiative first. Contact the other party and discuss where and when the meeting will take place;
• Conducting negotiations on “foreign” territory will help you learn more about your opponent, and help him feel more comfortable and show greater interest in concluding a deal or cooperation agreement.
• a short conversation about politics, the economic situation, the weather, in the end, before the start of negotiations, predisposes people to further communication and makes them more ready to cooperate;
• if the negotiating partner behaves formally, do not be familiar - this may be regarded as a frivolous attitude towards the deal;
• if your partner adheres to an informal tone, behave more simply, using expressions in conversation that are familiar to him;
• at the beginning of your speech, try to ease the inevitable tension, express your respect for the negotiating partner, characterize the deal as your joint attempt to benefit from cooperation;
• then discuss the agenda, making sure both parties have an understanding of the issues to be discussed;
• Discuss the negotiation process in detail.
• During a discussion of the negotiation process, you can learn a lot about the other party's negotiating style;
• Offer to discuss some of your interests and concerns, this will demonstrate your willingness to cooperate.

And remember: you are already ready to negotiate if you think it is beneficial for you.

Negotiation is a process in which two or more people with different interests and goals participate in order to find a solution acceptable to all parties. This is the scientific definition. Everyone should be able to negotiate. This is simply vital for every person to live in harmony with the world around them and develop their business. To do this, you need to know certain rules of negotiation and become familiar with the mistakes that are often made.

Approaching negotiations as confrontations. Negotiations should not be confrontational. In fact, effective negotiations are based on the parties' cooperation in finding a solution to the issue, rather than on the desire to win a battle of positions.

The desire to win at any cost. If you win, then there is a loser. We need to find a way out where both sides win.

Emotionality. It's natural to become emotional. But sometimes emotionality goes off scale and turns to aggressiveness. Under such conditions, conflicts are generated that destroy negotiations.

Misunderstanding of the opponent. Often people do not pay attention to the interests of their opponents. This interferes with negotiations, because it does not allow reaching a common solution. Often, when we try to find out the other side's opinion, we see that there may not be a misunderstanding.

Focus on Personalities, and not on questions. Often people focus on a personal dislike of the person they are negotiating with. They forget about the subject of negotiations and look for bad sides in their opponent. This only leads to collapse. Therefore, negotiations should focus on the issues that need to be resolved.

Accusations of opponents. Often people get caught up in blaming each other and forget that they are looking for a common solution. Such moments should be omitted and, on the contrary, the spirit of cooperation should be strengthened.

What is needed for successful negotiations? There are a few good rules and techniques to learn.

The first thing you need to do is prepare for negotiations. Formulate your goal, determine your interests, develop a maximum program and a minimum program, think through alternative actions in the event of your opponent’s intransigence. Gather information about your opponent's position.

Well, business negotiations have already begun. The first step is an outstretched hand and a wide, sincere smile. Although this technique is not appropriate and effective in all negotiations, keep it in mind. And then remember the following.

Do not take on unnecessary obligations, as an attentive partner will definitely take advantage of your frivolity.

Communicate with your interlocutor in his language, during negotiations use his statements, gestures and even postures, this is always well received.

Don’t procrastinate, quickly process information and respond to it. Verbosity and slow reactions cause irritation.

Avoid familiarity. Even if your partner is an old acquaintance, the reaction to the phrase “Hi, Kolya, how is your wife feeling” may be inadequate.

Answer a question with a question only when you want to clarify something. Otherwise it may be perceived as aggression.

Don't be silent when people expect an answer from you. Because it may seem to the interlocutor that you either want to humiliate him or are not oriented in the topic.

Never remind your partners about past mistakes or conflicts, this will be regarded as an attack. Do not praise yourself, but somewhat exaggerate the merits of your interlocutor. Play on vanity - this is the easiest way to make a like-minded person out of a person.

If your interlocutor is nervous, pretend that you don’t notice anything. Even an attempt to calm or support him can provoke a conflict.

Don't talk nonstop. Speak calmly and not quickly. Ask your opponent about his opinion regarding what was said. Ask questions, this will attract the other side to the conversation. Ask open questions, this will force your opponent to give a complete answer and more clearly express his goal.

Listen carefully and do not interrupt. Don’t be afraid to ask again and ask to speak more clearly and more slowly. Do everything to better understand your interlocutor. If you don't understand, ask!
DO NOT lean towards your interlocutor, show general interest.

Maintain eye contact, this shows your interest in the issue and respect for your opponent.

Summarize your interlocutor's opinion. This will allow you to check if you understood it correctly.
Focus on interests and values, not positions.

Do not give in to pressure, enter into an agreement based on principles.
Discuss controversial issues in a collaborative manner.

The dumber you are, the smarter you are - pretend you don't know anything. Socrates used this tactic to force his interlocutors to express their opinions more fully.

Use the 80/20 principle. 20% of controversial issues contain 80% of the value of all controversial territory. 80% of all concessions will be made in the last 20% of the time allotted for negotiations. The first law of business: never negotiate before 10:00 am or later than 16:00 pm. In the first case, it will seem that the subject of negotiations is too important for you, in the other - that you have lost all hope.

If it was not possible to avoid conflict, you need to dramatically change your behavior style and direct the conversation in a different direction. Psychologists advise using several tactics.

The tactic of absorbing arrows is to allow the opponent to speak out, and when he is discharged, try to delicately, without pressure, come to an agreement. This tactic is gentle and is not always effective, especially if you are dealing with a stubborn person. Therefore, use it only when a good relationship with the interlocutor is a priority over purely professional interests.

The tactic of the information trap is that you partially ignite valuable information so that the interlocutor becomes interested and begins to perceive you as a solid and useful partner. The tactic of disrupting the script is to recognize in time an attack or deceit, and unexpectedly seize the initiative, thus disrupting the opponent’s script and imposing your own on him. Always aim for cooperation and take initiative in this regard.

No person is born a professional negotiator. The ability to find a compromise solution between two or more parties is a unique skill that is also important for a person’s further career growth or his personal business. How to negotiate and always achieve success? Let's talk about this.

Negotiations are usually divided into competitive and partnership.

In the first case, the goal of both negotiators is to win at any cost, so the result of such a business meeting is often a conflict between the parties.

Partnership negotiations involve reaching a mutual agreement that does not infringe on the rights of both parties and satisfies the interests of all participants in the process.

There is no universal advice on how to negotiate correctly. Each person develops his own style through trial and error. In practice, a combination of partnership and competitive forms of conducting a business meeting is most often implemented.

But if its task is to agree on the conditions for a long-term relationship, then a partnership (soft) scheme is more suitable.

Phases of competitive negotiations

To understand how to negotiate with competitors, you need to know the specifics of the process.

A tense atmosphere is typical for such meetings, since the task of each party is to obtain its own benefit, without taking into account the interests of the other.

The rules are as follows:

• Never reveal your proposal in full at the beginning of a meeting, since this will give the other party maximum information. Make sure that the conversation does not stray away from the planned agenda.
• Concessions are bad. If you are forced to give in, then do it as little as possible. The size of the first concession allows your opponent to judge your mood.
• As the conflict develops, it is necessary to maintain dignity. Stick with it. You can defuse the situation by moving the conversation to another topic.

Phases of partnership negotiations

How to negotiate with partners correctly? Such a meeting cannot be considered as a battle. This is a serious mistake. Conflicts rarely arise during partnership negotiations, since their main goal is to achieve a mutual compromise solution.

The initial phase of the meeting involves collecting and providing the most complete information, which helps to achieve solutions that are beneficial for both parties. If you plan to negotiate with partners, then you need to be ready to make concessions.

Conducting business negotiations: basic rules for achieving your goal

How to conduct negotiations correctly? Experts give several recommendations.

Preparation

How to negotiate cooperation to get the desired result? A future meeting should be viewed in a businesslike manner, so good preparation will greatly simplify the process.

You need to set goals. They must be specific, achievable and measurable. You need to have a clear idea of ​​what you plan to get from your opponent.

Discussion and study

If we talk about how to negotiate correctly, then even before the meeting begins, you need to study the needs of the other party and, based on the information received, formulate your proposal. It must be realistic.

When both sides are ready to make some concessions, then getting the desired result is quite simple. But if one of the negotiators conducts a conversation in the format of a competitive meeting (excessively aggressive), then the development of a conflict situation is possible.

At this stage of negotiations, issues are discussed. The negotiator’s task is to improve relations with the opposing party.

Offer

After each side has formed an idea of ​​​​the opponent, it is time to put forward specific proposals.

Having decided to make concessions, you need to not only offer, but also receive a return. The exchange carried out must be equal, i.e. the concessions received must be of value to both parties.

Trade

How to conduct negotiations correctly at this stage? Once the exchange of information is completed, you can begin trading. The thing to remember is this: the more you ask, the more you will receive, and the less you offer, the less you will have to part with.

At the stage of putting forward a proposal, you need to be as clear as possible in your wording. Try to avoid approximations. Ambiguity may be interpreted against you.

Example: you are ready to deliver the goods within a certain time frame. Voice exactly this deadline, since any doubt will be used against you, and you won’t even have time to notice how the bargaining will begin to turn against you.

Similarly, you need to negotiate with the opposite party if an offer comes from them. It is also necessary to get a clear understanding of it. Don't hesitate to ask questions that will help you understand whether the proposal you receive meets your goals.

Communication (body language and gestures)

How to negotiate cooperation if the meeting takes place in an informal setting? Practice “open” body positions and maintain eye contact with the interlocutor. Do not cross your arms over your chest or cross your legs.

You need to think carefully about your speech. It is not recommended to use words and expressions that can irritate opponents. It is necessary to refrain from sarcastic remarks, belittling the opposing negotiator (this concerns his position, the proposal received, etc.).

How to conduct negotiations correctly if you notice that the discussion is moving in a different direction that does not interest you? It is necessary to return the attention of the people present at the meeting. A simple question will help with this: “Is something confusing you? Please voice your position and we will make a worthy decision.”

Listen

Negotiations with a client or partner/competitor involve the practice of “active listening.” It will help you avoid unpleasant situations and painful reactions to what the other party said.

Active listening helps improve communication skills. It will be very useful if you need to negotiate quite often.

• Listen carefully to what your interlocutor is saying. You will have time to think about your answer later.
• Visualize your interest, for example, nod your head, making it clear that you hear your opponent.
• Demonstrate that you have taken in all the information - voice the essence of what was said and make sure that you understood everything correctly.
• Put yourself in the position of your interlocutor. You must be able to put yourself in the other person's shoes and see the situation through their eyes.
• Ask questions that require a detailed answer, clarify the information.
• Don't be afraid of pauses. A two- to three-minute break in the negotiation—an awkward pause—can give you time to collect your thoughts and think through the next question.

Breaks

If you need to take a break, then take it. Sometimes a pause of 10 - 15 minutes can save the situation if the meeting takes place under more difficult psychological conditions than expected.

This time period will help both parties restore balance and replenish expended moral energy. In addition, it will help you look at the issue under discussion from a different perspective and come to the negotiating table with new ideas. This will be very helpful if the meeting reaches a dead end.

Agreement

During the discussion, pay close attention to the other party's verbal cues. These can be the words “possibly”, “perhaps”. In most cases, this is a clear sign that an agreement will soon be reached.

Information will also be provided by unspoken verbal signals in. The placing of the paper laid out on the table indicates the end of the bidding stage: it is time to sum up the results.

Summary

The summary is an important part of the negotiation process. A short summary of the meeting makes it clear that all participants in the negotiations received the necessary information. At this stage, you can ask clarifying questions, since this will not be possible later.

After the negotiations are completed - a few days later - the opposite party must send a message containing the decision made during the meeting.

Typical mistakes of a negotiator

How to negotiate cooperation correctly? There are several common mistakes made during business meetings that you should avoid.

• Starting negotiations with a proposal that is unacceptable to both parties. It is necessary to clearly understand that during the meeting each party can get the desired result. But by initially putting forward unacceptable proposals, the deal can be ruined in the bud.
• Lack of information. If you negotiate with partners/competitors without having complete information about the needs of the opposing party, you can lose the deal. It is necessary to prepare for a business meeting and collect the necessary information. This will help you understand what concessions are acceptable to make and what you can get for it.
• Loss of self-control. The ability to negotiate is a talent that not all opponents possess. If the other party is being overly aggressive, don't stoop to their level. Maintain a business style of communication and do not be afraid to politely point out to the negotiator on the other side that his behavior is unacceptable.
• An attempt to shorten the negotiations. The pace at which the meeting takes place should suit both parties. Representatives should have time to think through certain aspects of the conversation before other issues are raised. You must give the opposing side this opportunity, but at the same time strictly monitor the time frame. Negotiating with a client who is unable to make a decision is a waste of time and effort.

The ability to negotiate is a serious science, mastering which you can take your business to a whole new level.

Negotiation is a critical part of any business partnership. Further work with the client or supplier largely depends on the quality of the negotiations, and it is at this stage that the main conditions of cooperation are determined.

From a psychological point of view, each of us is a unique individual. We have our own life position, views and preferences. The same applies to a person as a counterparty in the transaction process. The director, manager, financier and other officials represent a specific company that needs specific conditions. The private client, in turn, is interested in a certain product in a certain quantity. The people with whom you will negotiate need specifics - this is important. But along with it, there are standard negotiating techniques. They can be considered as a kind of template, in the good sense of the word. These rules are formed on the basis of factors such as business ethics and psychoanalysis, so their effectiveness can hardly be questioned.

So, the rules for successful negotiations include the following points:

1. Preparation. You must clearly understand the purpose of the negotiations even before they begin. Ideally, break this goal into three points: the planned result, acceptable and undesirable. For each of them, it is necessary to have its own strategy of behavior, which is put into action even before the result is achieved. Let's say you see that the conversation is going in the wrong direction, and you cannot come to a common denominator with your interlocutor. Use techniques that will give you the opportunity to get out of the situation.
2. Performance. At the beginning of the conversation, make it clear to your partner who you are, what company you are acting for, and for what purpose you invited him to this conversation. This will help avoid many questions in the future. An informal retreat makes sense if you really know how to communicate on abstract topics. If the conversation “about the weather” is done insofar as it is insincere, it will only be harmful, because will be a waste of time. Which many business people simply lack. It's better to get straight to the point.
3. Understanding. Of course, during the negotiation process you must defend, first of all, your interests. But it wouldn’t hurt to look at the conversation from the other person’s point of view. This will help you better understand what advantages of your offer you can highlight for him. Know how to listen and hear someone else’s position.
4. Ambience and appearance (for “live” negotiations). Make sure that the negotiations take place in a suitable place, where no one will disturb you. If this is an office, its furnishings should be business-like. Close the door (but don't lock it) and make sure no one disturbs you. If this is a cafe, try to choose a cozy establishment. Do not invite persons whose presence is not required to participate in negotiations. Control the time of negotiations, do not delay them, but also do not look at your watch every 5 minutes, this is a sign of bad manners and your lack of interest in the deal. As for appearance, it must be neat. You're hosting a business meeting and need to look the part.

In fairness, it is worth noting that on this point everything is purely individual. Often people, when promoting their product or service, create such an appearance for themselves that their interlocutor at first cannot understand with whom he is even talking. This makes it possible to play first fiddle in terms of business communication, while the other party devotes time to studying you as a person. But here on a thin one. It is important not to overdo it, because... Excessive expressiveness in style can also give a completely opposite result - a person initially will not see you as a serious partner.

1. Positive nature of the conversation. Both you and your interlocutor are interested in mutually beneficial cooperation. This is good, isn't it? Show your positive attitude. But not with the help of an “on duty” smile or fawning, but so that the emotions are sincere. Talk about the prospects for cooperation with feeling, with a sparkle in your eyes. If you do not prevaricate, it will be very easy to maintain such a tone. But at the same time keep your distance. Perhaps in the future you and your interlocutor will become best friends, but at the moment you are representatives of different business parties, each of which defends its own interests.
2. Unambiguity. If we are talking about financial partnership, terms of payment for goods, etc. points, it is necessary that they all be clearly stated, and then spelled out in the contract and not be subject to double interpretation. Naturally, you shouldn’t sign the document right away. Why - see the note above this point.
3. The main thing is the details. Didn’t understand what this or that phrase from your partner’s mouth meant? Don’t be lazy to ask him a clarifying question. Doubts, uncertainty, etc. feelings must either be confirmed or dispelled. Clarifying questions in this case are the best way.
4. Maintain balance. Between the “good and evil policeman.” Another important factor on how to negotiate a collaboration. Here, as in battle, the strongest is not the one who attacks, but the one who takes the blow. You need to defend your positions not through refusals, disputes and other negativity. It is important to demonstrate professionalism. And then the partner will be more loyal to the conditions you propose.
5. Keep your word. Since we test our partner for honesty and integrity, we can be sure that he will do the same. Promise only what you can guarantee. Keep your promises. More precisely, not even promises, but obligations under a future agreement. Otherwise, you will face not only moral, but also administrative (and sometimes criminal) liability. Plus, it's your reputation. Don't let her get hurt.
6. Competent end of the conversation. After negotiations, the parties must reach a joint outcome. This may be a compromise, a preliminary agreement, or sometimes a categorical disagreement of the parties with each other. But negotiations cannot be left unfinished. Even if they were just one of the stages, after which you will have other meetings, conversations or correspondence. Treat them like you read a chapter from which you need to draw a conclusion. And, of course, observe basic politeness. Shake the person's hand (if it's a man), smile at the lady, wish her a good day. Do this regardless of the outcome of the conversation.

IMPORTANT! The outcome of negotiations does not mean a decision has been made. The verdict on cooperation should be made only after thinking it over in a calm atmosphere, discussing with your colleagues everything that you talked about during the negotiations. Especially if the interlocutor offered you options for cooperation that you had not previously thought about. You need to carefully analyze this proposal and understand whether the stated conditions suit you. It might be worth looking for pitfalls. To make it easier to understand, take notes during negotiations. If you agree to a deal during the conversation itself, you can become a victim of a personality with strong charisma, due to which you will be confused.

How to negotiate with a client?

The above recommendations applied to negotiations in general. Now let's look at a few points regarding what line to follow when communicating with the person to whom you want to sell something. It doesn’t matter whether it’s a wholesale buyer or a retail client. For us, he is first and foremost a buyer.

1. Find out what the client needs. What product, in what volume, for what purposes (remember the specifics). After receiving this information, let the person know that you can implement his requests.
2. Describe the benefits of the product. Preferably with numbers. How many components are richer than its composition, how many times this product will help you save, etc. This will allow you to justify the price you want to receive for the product.

IMPORTANT! You must understand all the advantages, first of all, yourself. Only then will you be able to justify them and convey them to the buyer.

1. If the price doesn't suit the client, don't complain on the fact that such a cost is due to the costs of production, logistics and other expense items. The buyer is not interested in this. It is better to emphasize once again what benefits he receives from the acquisition. Preferably financial. If there really are any, the person will gladly pay you one time in order to save in the future. In some cases, you can offer a discount and special conditions. Which ones exactly – calculate in advance, as well as the size of the discounts.

Benefits may include:

• free shipping when purchasing a certain amount;
• the possibility of purchasing goods in installments;
• additional bonuses (3 products for the price of 2, etc.).

There are a lot of options, the main thing is that they are economically feasible for you. If a buyer asks for an unrealistic discount, don't be afraid to turn him down. At the same time, justify your refusal, say that such conditions are simply unprofitable for you. And offer an alternative.

ADVICE: Examples of successful negotiations demonstrate the relevance of comparisons when voicing prices. “This book costs the same as 10 cups of coffee,” “A monthly car payment is equal to three dinners at a restaurant,” etc.

The main thing is not to start the conversation with cost. First, introduce the buyer to the product (or general assortment), list its advantages, and then politely but confidently announce the price. Confidence is an important point. If the client sees that you are hesitating, he will definitely start bargaining. Pronounce the number as confidently as you pronounce your name. When bargaining, if it does take place, use what was said at the beginning of this paragraph. But don’t rush to make the discount itself if the client talks about “how expensive it is.” He may just be waiting for you to recount to him why the item is worth what you want for it.

1. Do not despair, if a person refuses to purchase. Perhaps he just needs to wait until payday or find out the conditions and prices of your competitors (especially important for wholesale clients). Leave your contact information and politely say that if anything happens you will always be happy to cooperate.

Difficult client - who is he?

Yes, there is such a separate category of buyers. Many people don’t like them, but these are the people who help sellers understand the weaknesses of their business. They represent a challenge to be accepted and an obstacle to be overcome. Moreover, these clients themselves are divided into:

• rude people;

When communicating with such people, the main thing is not to succumb to provocations. Stay calm and confident. Rudeness means the absence of other arguments, and when a person realizes that shouting and accusations will not get through you, he will retreat on his own. And all his negativity will remain with him. Or perhaps these are just emotions that need to be allowed to spill out. If a person is dissatisfied with the price or appearance of the product, agree with him, using speech patterns like “Yes, you are certainly right, but let me clarify...”. And then, despite your emotions, try to help him.

• shy and indecisive people;

Such a person, as a rule, is not confident in himself and in his choice. He is haunted by doubts that you need to level out. Maintain it, expand it, or, on the contrary, narrow the list of options for purchase. Here it is doubly important to emphasize all the advantages of the product. If a person wants to consult with his wife or boss, offer your help in this matter.

• "smart guys"

The client wants to demonstrate that he knows your product better than you do. Well, in this case you can play his game. Show how much you admire his competence, do not use harsh objections if he criticizes the product, but only offer alternative arguments. The main thing here is to find a compromise. And a healthy discussion always benefits both sides.

How to negotiate on the phone?

First, let’s clarify that any serious transaction requires a personal meeting. Successful telephone conversations are only one of the stages of cooperation. But this stage is also very important. Let's talk about him.

The client calls first

This already means that he has an issue that needs to be resolved. The person found your contacts, dialed the number, and waited for an answer. Here your task is to greet him politely, introduce yourself, and find out about the problem. This will give a boost to a certain amount of trust when the client understands that there is also a real person on the other end of the line, and a robot manager. Don't disappoint his expectations. But at the same time, give the opportunity to be convinced of your professionalism, since the caller is not always an expert in the field of goods or services for which he actually called you. Having learned about his preferences, clearly and concisely voice them in your own words and give the client the opportunity to agree with you. And then make an offer and arrange a meeting.

You call first

In this case, the first priority is to find out whether the person has time to talk. If not, ask when you can call back, since at the moment the busy interlocutor, if he does not hang up, is unlikely to pay enough attention to your proposal.

The rest of the client communication script looks standard:

• Introduce yourself;
• Find out about the needs of your interlocutor, clarify them if necessary;
• Making an offer;
• You make an appointment.

Individual nuances are selected for each specific area.

If your product or service is intended for business representatives, rather than corporate clients, find out from your interlocutor who in the company is authorized to respond to proposals similar to yours and contact this person. And then follow the established pattern: defining the problem - your solution to it - pricing issues - confirmation of interest. And use the necessary marketing techniques - provide information about discounts and other favorable conditions.

In practice, conducting such telephone conversations looks like this (example):

– Good afternoon, my name is ..., I am a representative of the company ..., we sell stationery. Do you have time to talk?
- Yes, I’m listening to you.
– Tell me, do you use forms to print tax documents?
- Yes, we use it.
– So, is it important for you to purchase such documents?
- Yes, that’s right, what do you want to offer?
– Our company will be interested in cooperation in supplying such forms for you. We are ready to discuss individual pricing policies and terms of cooperation.

Then the conversation will go on its own if the person is really interested in your proposal. In case of refusal, try to find out the reason and offer an alternative option for cooperation. Don’t be shy to ask questions and encourage your interlocutor to provide feedback. This is the only way you can build a constructive dialogue.

Y Combinator partner and co-founder of startup Tutorspree Aaron Harris wrote an interesting text about how young entrepreneurs should behave in negotiations to achieve the best result.

Harris has noticed that his nephews and nieces are very good at negotiating with their parents - they know what they want, they can make concessions, but they do not bend too much to the demands of adults. Most likely, this happens by chance, but the fact is that children often win (this applies not only to Aaron’s nephews and nieces).

Startup founders don't have such a good starting position in negotiations. The stakes are usually higher, more complex issues are discussed, and the other side is less likely to tolerate displays of emotion. In Harris' experience, many entrepreneurs (especially those pursuing their first startup) don't know how to negotiate effectively. There is quite a lot of serious literature on this topic, but most founders have problems with the very basic science of business communication.

Here's some advice Aaron Harris gives to entrepreneurs:

• You need to have a clear goal. It's surprising how often parties begin negotiations without a clear understanding of what they actually want to get out of it. If you don’t have a clear goal, then it’s impossible to understand what you can give up in the process of achieving it, and what you need, on the contrary, to stand on until the last.
• It is worth carefully delving into the terms of the agreement. It seems like an obvious thing, but very often it is ignored. Before signing a document, you must carefully read what it says and fully understand this information. If the agreement contains any specialized terms, then it is worth understanding their meaning in advance. This applies to financial terms (“control”, “proportionality”), concepts that arise during hiring (“vesting”, “cliff”), etc. Harris said his wife is an attorney, so he knows firsthand how often people sign legally binding documents without really reading them or understanding them. This is how unexpected dilutions of shares and loss of control over the company happen.
• No ambiguity allowed. This is the most difficult, especially when negotiating with investor acquaintances or when hiring friends. You should not hope that one party’s understanding of the agreement is shared by the other participants in the discussion. Each clause of the agreement must be described in detail. In other words:
• Document everything. If agreement has been reached on a topic, you need to write it down. You can keep things simple and just send a simple confirmation email (“Thank you for the meeting! We are very glad that you decided to invest $100 thousand in our project during the current round at a business valuation of $5 million.”). If the other party sends confirmation, great. But it is necessary to send such letters immediately after the meeting, since there is nothing worse than discovering a discrepancy in positions at a late stage before any transaction is made. And silence is not a sign of consent.
• Negotiations between friends do not make anything easier. Even if the discussion is between friends, this does not mean that each of them will get what he wants, or that one side should give in to the other out of sympathy, voluntarily infringing on its interests. We must not forget that when it comes to business, friendship fades into the background. Moreover, when negotiating with good acquaintances and friends, you should be even more careful than usual, since in such situations the likelihood of understatement and uncertainty increases many times over, which can become a time bomb.
• You shouldn't be the "bad guy." There is an opinion that the best negotiators are people who will bite their throats over every little thing. In fact, this is not the case, and good results in deal-making can be achieved by people who stand their ground on important things and can give in where it is acceptable. Negotiation is not a game where points are awarded for the most number of refusals to your partner. The world is a small place and you shouldn’t start a relationship with negativity and disputes (although if in a particular case the negotiations are led by representatives of business and corporate raiders, then an exception can be made). Representatives of the parties negotiating now have every chance of meeting repeatedly in the future, so it will be better and more productive to maintain a positive attitude towards each other, although negotiations can often be quite heated.
• You always have to keep your word. Perhaps the most important point. If an agreement is reached, it must be respected. Neither side should allow itself to even think about escalating the situation to the point of violating the agreement. It doesn’t matter whether the agreement is sealed with a handshake or signatures - an agreement is an agreement. Breaking your word is the shortest path to destroying the reputation and trust that has been earned over the years.

Negotiation is not a situation where it is important to be nice or insightful. If the slightest doubt arises about what exactly your partner is offering, you need to immediately dot all the i’s. It is quite forgivable to ask a clarifying question, but you should never break a concluded agreement. When negotiating (for example, about investments) with more experienced businessmen, a novice entrepreneur must be aware that they are still better in this matter. They know how to get their way and what levers and buttons to press to get it. In such a situation, it is worth seeking advice and support from someone with more experience. In any case, you will have to negotiate on your own, but an outside perspective never hurts.