{"id":31089,"date":"2023-04-06T10:06:59","date_gmt":"2023-04-06T10:06:59","guid":{"rendered":"https:\/\/perpetos.com\/?p=31089"},"modified":"2023-04-20T19:10:26","modified_gmt":"2023-04-20T19:10:26","slug":"how-to-play-the-chess-game-called-sales-a-case-study","status":"publish","type":"post","link":"https:\/\/perpetos.com\/en\/sales-performance\/how-to-play-the-chess-game-called-sales-a-case-study\/","title":{"rendered":"How to play the chess game called \u2018Sales\u2019 (a case study)"},"content":{"rendered":"\n

If life is like a box of chocolates, then a business negotiation is definitely like a chess game. It\u2019s about making a move and anticipating the next move of your customer. That\u2019s the analogy we use in our complex negotiations implementation track, which we recently offered to a customer in the packaging industry. Let\u2019s have a look at how we improved this customer\u2019s negotiation outcomes.<\/strong> <\/p>\n\n\n\n

A few days into the implementation track, we already received encouraging customer feedback: <\/p>\n\n\n\n

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Thanks to the Perpetos workshop on Complex Negotiations, we were able to close a difficult negotiation that had been going on for several months, and we brought a good result home.<\/p>\n<\/blockquote>\n\n\n\n

Of course, this didn\u2019t come out of nothing. Just like a chess game, the negotiations had a well-prepared opening, middlegame and end game. Here is what happened. <\/p>\n\n\n\n

Opening: price pressure  <\/h2>\n\n\n\n

Our above-mentioned packaging company was suddenly confronted with one of their long-term, high-volume customers who after a leadership change decided to bid and test the market. The customer wanted to reduce their current raw material prices by 5% and even succeeded in obtaining a price offer that was 12% below our packaging company\u2019s proposal.  <\/p>\n\n\n\n

The customer was not opposed to a 3-year agreement per se. However, they did not want to be tied to automatic material (price) increases. Instead, they preferred to negotiate and test the market annually. In chess terms, the customer had made its opening move.  <\/p>\n\n\n\n

Middlegame: a well-conceived game plan  <\/h2>\n\n\n\n

Was giving in to price pressure the only option for our packaging company? Far from it. This is how they handled it differently. For starters, the packaging company\u2019s sales representative prepared his case using our Game Plan Template, which focuses on the customer\u2019s needs and helps to map out all possible scenarios prior to the first customer meeting. <\/p>\n\n\n\n

Next, the sales rep assessed the balance of power. Based on that, he came to an understanding how he could influence that balance and determine his starting position. His plan A was a 3-year contract with a 16% price increase. Plan B included a 3-year contract with an 11% price increase and 10 M$ of new volume. <\/p>\n\n\n\n

The sales rep started the meeting with one simple question: \u201cWhat has changed since the last time we spoke?\u201d The question brought him a ton of new information about the buyer\u2019s priorities and additional responsibilities. During the discussion, the focus was not so much on selling the packaging, but it shifted towards the added value and services provided by the packaging company. The sales rep also made sure that all open issues were closed at the table. This boxed the buyer into a position where he did not have any leverage relating to service or quality.\u202f <\/p>\n\n\n\n

End game: giving and taking   <\/h2>\n\n\n\n

Despite expecting a 5% price reduction, the customer did sign a 3-year contract with a 16% price increase. In exchange for this concession by the customer, the packaging sales rep agreed to reduce the increase to 11% for business or additional volumes coming from a new plant.  <\/p>\n\n\n\n

<\/div>\n\n\n\n
Read more about ” Complex negotiation in today\u2019s uncertain and volatile times<\/strong>“<\/a><\/div><\/div>\n\n\n\n
<\/div>\n\n\n\n

Everybody wins  <\/h2>\n\n\n\n

Both buyer and seller came out better from the negotiation. This may sound easy, but in practice it\u2019s not. It can be hard to sit in front of a customer who believes the market is softening and who demands price increases based on outdated material indices.  <\/p>\n\n\n\n

You could also argue that all the above is obvious. So, why would you need a training or implementation track for that? Our answer to that question is: anyone who has been sitting in front of a customer lately, anyone who has sensed the heat of the moment, will know that these things aren\u2019t obvious. We don\u2019t always apply what we have learned, especially when we\u2019re in the everyday rush. People do not change their behavior overnight, especially salespeople, who can be a bit stubborn. (I\u2019m allowed to say that, because I am one.) <\/p>\n\n\n\n

Tools for negotiation success  <\/h2>\n\n\n\n

At Perpetos, we develop tools, we provide handles, and we give tips to put all the above advice into practice and to embed it in your daily sales approach. Implementation is the most difficult part of a change process. That\u2019s where we go the extra mile. We do not just train people, we help them to implement change as well. <\/p>\n\n\n\n

Here is some feedback we received from participants of our recent implementation track: <\/p>\n\n\n\n

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Negotiation is a chess game indeed. No matter how close your relationship with the buyer is, they can never be completely truthful. Preparation is so important. Confidence in the value you can provide, makes all the difference for your mindset.<\/em><\/p>\n<\/blockquote>\n\n\n\n

\n

When a customer makes a request, it\u2019s OK to push back and ask something in return.<\/p>\n<\/blockquote>\n\n\n\n

\n

I need to dig deeper and find the underlying request. Never just assume!<\/p>\n<\/blockquote>\n\n\n\n

\n

Great session, it gave me the tools I need to take this to my customer.<\/em><\/p>\n<\/blockquote>\n\n\n\n

More chess  <\/h2>\n\n\n\n

In our next blog<\/a>, we\u2019ll discuss some more lessons from the field. We\u2019ll share the key takeaways from the implementation track followed by our packaging company. These lessons were learned during several workshops we had with the EU and US leadership team and global key account managers. <\/p>\n\n\n\n

<\/div>\n\n\n\n

PERPETOS TOOLS<\/small>
Calculate the payback period of your Complex Negotiation Skills program\"Use<\/a><\/h4><\/div>
Use the calculator<\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

If life is like a box of chocolates, then a business negotiation is definitely like a chess game.<\/p>\n","protected":false},"author":69,"featured_media":31139,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[11,8,4],"tags":[771,795],"department":[509],"media":[545],"topic":[514,513,522],"acf":[],"yoast_head":"\nHow to play the chess game called \u2018Sales\u2019 (a case study) - Perpetos<\/title>\n<meta name=\"description\" content=\"How to play the chess game called \u2018Sales\u2019 (a case study) - Perpetos\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/perpetos.com\/en\/sales-performance\/how-to-play-the-chess-game-called-sales-a-case-study\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to play the chess game called \u2018Sales\u2019 (a case study) - Perpetos\" \/>\n<meta property=\"og:description\" content=\"How to play the chess game called \u2018Sales\u2019 (a case study) - Perpetos\" \/>\n<meta property=\"og:url\" content=\"https:\/\/perpetos.com\/en\/sales-performance\/how-to-play-the-chess-game-called-sales-a-case-study\/\" \/>\n<meta property=\"og:site_name\" content=\"Perpetos\" \/>\n<meta property=\"article:published_time\" content=\"2023-04-06T10:06:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-20T19:10:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/perpetos.com\/wp-content\/uploads\/2023\/04\/complexnegotiations.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1298\" \/>\n\t<meta property=\"og:image:height\" content=\"454\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Els Costers\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Els Costers\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/perpetos.com\/en\/sales-performance\/how-to-play-the-chess-game-called-sales-a-case-study\/\",\"url\":\"https:\/\/perpetos.com\/en\/sales-performance\/how-to-play-the-chess-game-called-sales-a-case-study\/\",\"name\":\"How to play the chess game called \u2018Sales\u2019 (a case study) - Perpetos\",\"isPartOf\":{\"@id\":\"https:\/\/perpetos.com\/#website\"},\"datePublished\":\"2023-04-06T10:06:59+00:00\",\"dateModified\":\"2023-04-20T19:10:26+00:00\",\"author\":{\"@id\":\"https:\/\/perpetos.com\/#\/schema\/person\/66a283ecd3de48603e72a9f3695602d8\"},\"description\":\"How to play the chess game called \u2018Sales\u2019 (a case study) - Perpetos\",\"breadcrumb\":{\"@id\":\"https:\/\/perpetos.com\/en\/sales-performance\/how-to-play-the-chess-game-called-sales-a-case-study\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/perpetos.com\/en\/sales-performance\/how-to-play-the-chess-game-called-sales-a-case-study\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/perpetos.com\/en\/sales-performance\/how-to-play-the-chess-game-called-sales-a-case-study\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/perpetos.com\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How to play the chess game called \u2018Sales\u2019 (a case study)\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/perpetos.com\/#website\",\"url\":\"https:\/\/perpetos.com\/\",\"name\":\"Perpetos\",\"description\":\"Sales and Commercial Excellence\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/perpetos.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/perpetos.com\/#\/schema\/person\/66a283ecd3de48603e72a9f3695602d8\",\"name\":\"Els Costers\",\"description\":\"Helping an individual or company to grow faster, better or stronger, by inspiring and doing things differently. 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