Never Fear to Negotiate in Business to Business Sales

Remember the words of John F. Kennedy, who said, “Let us never negotiate out of fear, but let us never fear to negotiate.”

Your goal in selling and negotiating is always to achieve agreements that meet the present and future needs of your customer, your company, and yourself. When your customer makes a commitment to you and your company, you must make a commitment to them. Mutual commitment is a necessary requirement for a long-term relationships in business to business sales.

Successful agreements must stand the test of time. If you’re to keep the customer you have created, the negotiations must strengthen the buyer-seller relationship, not weaken it. Regardless of whether you negotiate with pit bulls or pussy cats, your approach should always be win-win.

Kevin Davis

Kevin F. Davis is the author of The Sales Manager’s Guide to Greatness”, which was named the 2018 Axiom Business Book Award Winner, Silver Medal. Kevin is also the author of Slow Down, Sell Faster!”.