A Rarely Asked But Powerful Negotiating Question
Think of the questions you ask clients in negotiations. Do they include “How do you see yourselves in your industry?”
Your client's answer to this question can be very informative and helpful to you at the point when there is disagreement on price or on some other term of the deal. If you think about it, the only possible answers to the question will be variations of A. Leader, B. Wannabe leader, or C. Some other (often metaphorical) characterization (bell weather, pioneer, pit bull, tortoise, road runner, anchor, etc.) In all cases, these answers reflect either pride or ambition, or both, and, occasionally, fear (on life-support). Tap into your knowledge of those deep values and feelings as you defend the value of what you are offering.
"Mr. Client, you are the leaders of the industry. Why would you not want to work with the leader in our industry?" Or, "Why accept less than the finest quality because of lower price (or other factor on the table for discussion)?" Or, "That is exactly why you are the ones to try this new program, because you ARE the leader."
"Ms. Client, you are among the top three widget companies in your field. Here is a chance to be the lead player in your field. Why miss that opportunity?"
"Ms. Client, you said you see your firm like a 'pitbull.' .What better opportunity to demonstrate that by taking on the bigger firms in this event?"
This appeal to their personal vision is not always going to seal the deal, but it will certainly add emotional punch to your position and may be just the argument you need to tip the final agreement in your favor.
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