Podcast: Where does selling end and negotiating begin?

Ken Evans, CPS Managing Partner, shares the critical elements of successful negotiating in B2B sales.

Negotiation is a common thread that runs through the entire fabric of any sale. As you advance your opportunity from stage to stage, you will both negotiate and close multiple times. Remember, “Selling is a series of conversations leading to joint commitments to a common goal.” The emphasis here is on “leading to joint commitments to a common goal.” Beginning with that end in mind helps you focus on those things that make your conversations—and negotiation—fruitful.

Where does selling end and negotiating begin - Ken Evans, CPS Managing Partner
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