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31 East 32 Street • Suite 319 • New York, NY 10016

Phone: 646-290-7664 • [email protected] • Fax: 646-478-9435

Build Sales through Stronger Relationships:The Collaborative Mindset

Welcome!

This interactive workshop is designed to provide you with advanced sales skills by introducing you to thecollaborative mindset and providing you with skills to become increasingly effective in gaining the supportof other people within your organizations and alliances. Today, it takes powerful teamwork to achievegoals, and this workshop focuses on giving you the sales and negotiation skills that effective collaboratorsneed, to capture your share of the $46 billion dollars spent annually on incentives.

Attached is a copy of the presentation. You may want to skim it prior to the session and add notes to it

after the session. During the workshop, you will get the most out of it by actively participating! During theinitial formal presentation, try to apply what you’re learning to your unique job situation. Then askquestions so you can do so better. Remember, almost everyone learns when someone asks a questionabout applying the material.

Workshop Leader: Jerry Cahn, Ph.D., J.D., is a recognized presentation, sales & negotiations expert who helps leaders develop and implement effective business strategies, acquire leadership skills and presence, and create a corporate performance culture.Trained as a psychologist and attorney, he specializes in unleashing people's creative energies, innovative spirits, and professional skills for corporate growth.

Today, he serves as CEO of Presentation Excellence, a leading resource center for Strategic Business & Leadership Development Services. He has helped clients pitch business deals worth over $100 Million. He specializes in new business development, sales and marketing. He is a strong advocate of the use of incentives to engage prospects and maintain clients. He is also a sought after speaker, providing live and webinar presentations.

He also serves as a Managing Director of Leader Connections, Chairman of Vistage New York, and teaches MBA & BA courses at CUNY in Entrepreneurial Communications: Negotiations and Sales; Business Strategy; and Leader Development

Previously, he served as CEO of Brilliant Image, a leading supplier of computer-generated presentation slides; over 15 years it served 5000+ clients in virtually every major industry. Two prior career achievements include turning around, a near-bankrupt public health care corporation, raising its stock 10- fold, and working on Capitol Hill as a Legislative Assistant for Healthcare and the Environment.



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Build Sales through Stronger Relationships:The Collaborative Mindset

Presented at the

IMA 11th Annual Executive Summitby

Jerry Cahn, Ph.D., J.D.

Presentation Excellence

August 3, 2010

Agenda

• The Collaborative Mindset

• Prepare to Win

• The Power of Influence: Strategies &Tactics

• Winning through Deliberate Practice

Selling…

… is the communications process by which you enable

another to agree to your proposition.

• It starts with presenting:

– An idea/product/service

– For a price

– To another party

– At a time and place

• It ends with closure:acceptance of the deal



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Negotiation…

… is the process of trading values to reach amutually acceptable agreement or objective.

• In a typical negotiation, you may exchange:

• Products/services

• Quantity, quality

• Resources (money, etc)

• Time (delivery, payment)

• Power (relationship)

• Communications

• Other issues creatively brought into the process

Relationship Selling/Negotiation

• Are more complex, because success depends on:

– Transactional satisfaction and

– Commitment to the longer-term relationship

• Collaboration takes place over time

• The other party is a preferred partner

• Collaboration includes: – The individual parties’ current and future goals

– The organizational or alliance goals

– Key values such as honesty, reliability, protecting

reputations, and follow-through

The Collaborative vs. Deal Mindsets

Collaboration

• Goal: work together

successfully now & future

• Negotiate with partner

• Consider fair division of

responsibilities

• More open to share info

and resolve differences.

• “Walking away” may be

not be an easy option

Transaction

• Goal: get an agreement

now

• Negotiate with opponent

• Focus on maximizing own

gain

• Focus on pressing your

position; guarding info.

• Walking away if BATNA*

isn’t met is expected.

* Best Alternative to a Negotiated Agreement



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The Key: Master the Art of Persuasion

• Sales/negotiation persuasion involves: – Logic

– Emotion

– Power

• The relative contributionof each, depends on the:

– Interests of the parties

– Relationship between the parties

– Setting for the negotiation

Prepare to Win

A failure to plan produces stress;

Planning produces success!

1. Know Yourself

• Concerning the main issue:

– What do you want?

– What are you willing to trade?

– What’s your BATNA?

– What’s your walk-away point?

– What’s your ZOPA?*

• How you feel about the:

– Issues, Parties, Processes?

* Zone of Probable Agreement



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2. Know the Other Party

• Are you talking to VITO*?• Concerning the main issue:

– What does he/she want?

– What is he/she willing to trade?

– What’s his/her BATNA?

– What’s his/her walk-away point?

– What does he/she think is the ZOPA?

• How does he/she feel about the:

– Issues, Parties, Processes?

* The Very Important Top Officer, a.k.a. The Decision Maker

3. Shape the Game

• Control the setting:

– Time and general location

– Physical communications:

– Seats, tables and props

– Who’s allowed at the table

• Control the process:

– Agenda: issues & order

– First impressions

– First offers: anchoring the negotiation

4. Control Key Negotiation Elements

• Information: Knowledge about the parties

• Expertise: Accuracy in facts & documentation

• Credibility: Mean what you say

• Trust: Demonstrate & assess other’s integrity

• Location: Control time and place

• Personality: Empathize don’t criticize

• Authority: Perceived Power to make decisions

• Reward: Holding the other party accountable for

his/her decisions



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5. Create More Value

What lies beyond the predictable transaction?

– What other values can you add?

– Who’s other values can the

other party add?

– What else can be added to the

longer-term relationship?

Goal: Build an Optimal Solution

6. Some Key Rules

• Don’t negotiate against yourself

• Give yourself room to maneuver

• Avoid single issues; add new ones to trade

• The person with the first offer usually loses

• Match needs and objectives

• Silence is a form of communications

• Never give without receiving

• Respond/react to tactics by identifying them

The Power of Influence:

Persuasion Strategies

Tactics / Gambits

Psychological Biases



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Key Persuasion Strategies

• Reciprocity• Consistency

• Social proof

• Third party endorsements

• Scarcity

• Reverse risk

• Loss aversion vs. Gain attainment

• Counterpunching

“It is better to give than receive”

Common Tactics/Gambits

• Higher Authority

• Good Cop/Bad Cop

• Foot-in-the-door

• Door-in-the-face

• Flinching

• Nibble

• Decoy

• Concession pattern

• Trial Close

• Deadlines / Urgency

We’re not Always Rational

• Blind spots

• Attribution biases – actors and

observers see things differently!

• Culture issues: (e.g., saving face)

• Lack of ethics: Lies & Deceptions

• Anger

• Threats



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Winning Through

Deliberate Practice

Practice Makes Perfect

What makesDerek Jeter (baseball),

Michael Jordan (basketball),Mozart (music),

Warren Buffet (investing)and countless extraordinary performers

so successful?

Deliberate Practice.*

Consistent, intensive rehearsing of the best wayto do things.

* Geoff Colvin “Talent is Overrated”

Harness the Experience

“You Can’t Learn to Ride a Bike in a Seminar”*

* If you fall, you can get up and continue

* The key to riding is sensing “balance”

So, practice whenever possible – both at work and at home!

With an important deal, get a coach to master it!



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Nurture Relationships

• Always express gratitude

• Stay connected – build a bond

with collaborators, around

other issues of importance

• Be a resource or other valuable

role to play vis-à-vis your partner

• Avoid “buyer’s remorse”

In Conclusion

• Be prepared: Plan to win

• Know yourself and the other party

• Control the agenda and setting

• Create additional values to exchange• Sell/negotiate with logic, emotion, power

• Nurture the relationship

THANK YOU!For more information, contact:

Jerry Cahn, Ph.D., J.D.

[email protected]

call 800- 493-1334

Twitter.com/JerryCahnLinkedIn.com/in/jerrycahn

The resource center for executives who wantsuccess in all their professional endeavors.

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