SELL! SELL! SELL!
‘Selling’ vs ‘Negotiating’ and the fact that it (selling) just gives away your power. You just seem more needy than them! Simples.
The Weekly Walkaway highlights negotiation in its ‘good’, ‘bad’ and sometimes ‘downright ugly’ forms. Issue No. 76 (3rd May 2024).
Thought of The Week
SELL! SELL! SELL!
‘Selling’ vs ‘Negotiating’ and the fact that it (selling) just gives away your power. You just seem more needy than them! Simples.
Hello you beautiful Walkawayers and welcome back for another negotiation rant from me, Giles Morgan at Kahvay… but.. before we start, let's get something straight.
YOU ALL SELL!
That’s right.. every single one of you are sellers!
And… yes, before you Buyers, HRBP’s, PM’s, Managers, Accountants, Marketiers and even you Bob, try to slink off..
That's right.. You lot.. Come back here..
You are all selling.. All of the time.
Selling isn't exclusive to salespeople you know.
You sell internally to gain approval, make change, secure budget, get promoted etc;
You sell externally when dealing with suppliers and vendors;
You sell to your friends, family and kids.
We are all buyers and sellers, and we all sell.. Like a lot! You get enthusiastic; you explain; you convince; you justify; you persuade; and you argue.
When you have something someone else wants or needs or when someone else has something you want or need.. You will sell!
Are you enjoying this? SMASH THAT LIKE BUTTON.
The Weekly Walkaway is a reader-supported publication. To support our work, consider becoming a paid subscriber, for just £1 per week.
Selling and Negotiation are like Fire and Water – Elemental yet Completely Different
At their core, both are pivotal processes with one leading to the other.
Selling gets you to the negotiation table, while negotiation gets you to "yes".
The primary objective of selling is to persuade someone they need or want ‘something’.
The primary objective of negotiation is to reach an agreement on that ‘something’.
Two very different yet complementary disciplines.
The problem with selling lies in its inherent power dynamic.
When you're trying to sell something, whether it's a product, service, or even an idea, you're essentially placing yourself in a position of neediness.
You need them to say yes, to buy what you're offering.
This creates a power imbalance, with the seller often appearing more desperate or needy than the buyer.
One of the key differences between selling and negotiating is the distribution of that power.
When the Selling Stops the Negotiation can Begin. And so if the Negotiation Begins then the Selling Must Stop!
Selling weakens your position.
You see, at the point where someone wants to buy, it is not in their interest to agree with your arguments. If they do, they know they will weaken their own position.
In fact it is a known tactic to get the other party to ‘sell’ their position; The Provoker [read Tactic of The Week below].
Because; The More you Say The More Power You Give Away!
All so they can strengthen their own position!
Simples.
In essence, Negotiation Involves Actively Building and Maintaining Power While Selling Concedes Power
When you're in a negotiation, although you know that both parties are trying to maximise their own benefits whilst also minimising their losses, your aim is to strengthen your position and reach a favourable outcome.
This process inherently involves a balance of power, and your goal is to increase your leverage.
This will entail you provoking and controlling the other party to gain that leverage.
Any ‘selling’ to accommodate ‘them’ diminishes your leverage and therefore your bargaining power.
So if you Were to Continue to sell in a Negotiation, then you will Give Away Your Power
Perception of Neediness
If you sell in a negotiation it can imply that you're the one in need or the one who wants something.
You come across as too eager to get the deal done.
When this happens the other party perceives you as desperate. This gives them the upper hand, you lose leverage.
Loss of Credibility
Selling in a negotiation undermines your credibility.
If you're too pushy or if your claims sound too enthusiastic, the other party will doubt your integrity, which weakens your negotiating position.
Loss of Value
If you feel the need to sell in a negotiation then they will perceive you as not being confident in your position.
This implies that either you are movable or that the ‘thing’ you are selling is not as valuable as you've made it out to be.
Understanding the Differences Between Selling and Negotiation
Selling revolves around persuading potential buyers to take action.
Selling is:
Enthusing: generating enthusiasm and excitement about what you have;
Creating an emotional connection that motivates ‘them’ to take action;
Convince ‘them’ that what you have is the best fit for their needs;
Influence their perceptions and convince ‘them’ that what you have is what they want and/or need and that it is worth their investment.
Arguing: not in the confrontational sense dummy! Selling involves qualifying, presenting and justifying arguments in favour of your case. Explaining and trying to convince ‘them’ why what you have and ‘its’ cost is valid, reasonable, or necessary;
Providing counter arguments, credibility or legitimacy and responding to their objections to support or defend your case;
Justifying with logical, rational, explanations, reasoning and data to support your case;
Educating ‘them’ of the features, benefits and value propositions of what you have.
Negotiation, on the other hand, is a process of reaching agreements.
Negotiation is:
Provoking: again, not in the confrontational sense dummy, but challenging;
Positioning statements to increase or decrease the value of what you have or want, before you mention the price preconditions and challenges their perception of value;
Making proposals and statements to observe and deduce ‘their’ position from their reactions, emotions and behaviours;
Making and testing assumptions to gain information or encourage creativity, creating the opportunity for consideration.
Controlling: negotiation is all about control. Whoever is in control steers the discussion;
Creating the rules, the processes and managing the agenda increases your power;
Asserting yourself and telling ‘them’ what they need to do to reach agreement;
Taking charge of your own and ‘their’ emotions and behaviour.
Fire and Water. Can you see how different the two disciplines are?
When the selling stops.. negotiation starts.. So, if the negotiation has started the selling must stop.
Continuing to sell when you should be negotiating is like bringing a knife to a gunfight.
You're outmatched, outgunned, and it shows.
You risk coming across as desperate, weakening your position and making it harder to achieve your objectives.
You will end up conceding too much, leaving value on the table, or worse, losing the deal altogether.
The key is Understanding When to Transition From Selling to Negotiation…
Want to know how?
Want to know about the tactic ‘The Provoker’ and how to defend against it?
Buy me a coffee and read on…