One Foundational Step Toward Building Trust During a Sales Negotiation


Sales negotiation training experts agree…the better able you are to build trust with the person across the table, the more likely you are to come to a mutually satisfactory agreement. Once you build trust you can increase the likelihood that you will find a way to align your interests and honor the commitments you make to one another.

Psychologists describe a phenomenon that occurs in one’s mind as you discover similarity with another person—the perception of similarity increases the sense of loyalty. If you can find something in common with your negotiating counterpart, their willingness to cooperate grows. Uncover even a subtle marker of similarity and you will find the other person is far more willing to support you.

Think about what you might share…

  • A passion for good wine?
  • A love of soccer?
  • A growing family?
  • A love of adventure travel?
  • Enthusiasm for music?
  • Devotion to community service?
  • A desire to learn?
Whatever it might be, once you find an interest you share, you will be able to establish a sense of affiliation and your negotiation will go more smoothly.

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