In sales negotiation, a mutual win outcome between seller and buyer is the goal. When there’s no mutual win, that means the buyer takes advantage and sets the seller up for an ongoing relationship where the buyer continues to ask for concessions.

Conversely, if the seller is the aggressor and pushes a buyer into a deal that makes the buyer angry, the seller threatens the relationship and the potential for future business as well as gaining the reputation of someone who’s difficult to work with.

The best option is driving to help both parties feel good about the value they receive, thus ensuring a lasting relationship of mutual respect.

Dario Priolo
Dario Priolo, Chief Marketing Officer

Dario is SPI's Chief Marketing Officer and Demand Generation practice leader. He has over 15 years experience running marketing and demand generation functions in global sales and human capital consulting firms, and consulting with professional services and technology clients on these matters.

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