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February 25, 2019

Donald Trump – Negotiator or Salesperson?


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3 Secrets about Negotiation Skills You Probably Don’t Know (And The Difference Between Salespeople and Negotiators)


If there’s one consistent thing about Donald Trump, it’s that everybody has an opinion about him.


But love him or hate him, there’s one thing that you can’t deny. Trump has spent his life doing deals - financial, political and personal.


It appears that Trump enters every negotiation with an agenda. He knows what he wants to achieve and he has a plan to get it. In fact, he chases his agenda relentlessly until he finally gets what he wants.


He’s not looking to sell you anything. Instead, he’s negotiating to achieve his aims.


That’s something that many people don’t understand. Selling and negotiating are not the same thing. Here are the reasons why.


The Differences Between Selling and Negotiating


The differences between salespeople and negotiators come to the fore during a negotiation.


More often than not, the salesperson ends up on the losing end. That’s because they don’t understand the key differences between a negotiation and the setting they’re more familiar with.


Difference #1 – Negotiators Have Principles


A salesperson is usually only focused on achieving a sale. That means their discussions almost always come down to one thing – price.


The salesperson wants the sale and the customer wants the best price.
If the customer isn’t sold on the price, the discussion ends.


However, negotiations have principles. Each participant goes in understanding that they want to achieve something. That means they need to set the principles of what the deal needs to be.


A good negotiator sets principles and values that benefit both parties. They’re firm on their principles in terms of what they need from the deal. However, they also know that they need to create a deal that’s fair for both parties.

Difference #2 – Negotiators See Things From All Perspectives


Again, this comes back to the singular focus of a salesperson. They’re so focused on getting a sale that they’re not seeing the situation from all perspectives. That means they can’t think creatively in order to strike a deal.


This almost always leads to them just lowering the price to get a better deal.


Negotiators can see the deal from every possible perspective. They’re looking to satisfy the other party with more than just the product. For example, there’s an interesting phenomenon in negotiating. Often, the other party feels more satisfied if you ask for more from them. That’s because you’re asking for a deeper commitment, which makes them feel more valued.


A salesperson often asks for less, which makes both them and the deal they’re striking less valuable.


Difference #3 – Negotiators Understand All of the Issues


In sales, you only need to know two things:
* The other party has a pain point.
* The other party has the ability to buy.


Once a salesperson establishes those two things, they jump straight into trying to make a deal. They have something to sell and they’re trying to convince the other party that they can solve their problem.


As mentioned, negotiators see the deal from an array of angles. They understand they’re trying to get more out of it than a sale. And they also know that the other party may have several issues that they need to confront. This understanding allows them to come up with more creative solutions, even when price is a sticking point.


What Do Negotiators Do Differently?
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An Expert Negotiator Knows Their Exit


The regular salesperson operates out of need.
They need to achieve the sale, which means they’re going to cling on even when things don’t turn out well for them.


An expert negotiator doesn’t enter a negotiation with that sense of need. At no point will they allow themselves to appear desperate. They know exactly what they’re bringing to the table and how they will create value for the other party.


As Trump puts it: “The worst thing you can possibly do in a deal is seem desperate to make it. That makes the other guy smell blood, and then you're dead.”


The negotiator also knows exactly what they require of the other party if they’re to create value for them.


This means they have an exit point. If the other party won’t provide what they want out of the deal, an expert negotiator has the emotional strength to walk away.


This proves much more effective than the desperate acts of the salesperson. By walking away, the negotiator is telling the other party that they know just how much value they offer. They are also telling them that they know somebody else will give them what they want to get that value.


When they exit a deal, they often create a situation where the other party wants back in to the point where they offer what the negotiator wanted all along.


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The Negotiator Negotiates on Multiple Issues


As mentioned, salespeople often zero in on price as the one area they’ll focus on in a negotiation. However, most people consider more than just the price when they’re looking to strike a deal.


The negotiator understands that, which is why you’ll rarely catch them negotiating on a single issue. That’s haggling instead of negotiating.


The negotiator knows that the other party will challenge them on multiple levels, from quality and performance through to the support they offer. If they experience push back in regards to price, they can immediately jump to one of these other levels to show that the value they offer is worth the price.


The Negotiator Can Handle the Choking Point
Eventually, the deal will hit a tipping point.


That’s when you’re most likely to choke. Your mind starts to panic as you look for a way to close the deal.


This is an emotion and you need to learn how to manage it before you can become a great negotiator.  Expert negotiators handle the choking point better than most people.  They are able to remain calm during negotiations, where others might panic.


The Final Word


Expert negotiators have the emotional resilience needed to handle the pressure of the situation.


They always set their principles before negotiating and know what they want, what they offer, and when they’ll walk away. They’re never desperate and are able to negotiate on multiple levels.
So do you think Donald Trump is a negotiator or a salesperson?


Either way, watching how high profile deal makers use, or don’t use, these  approaches can help  transform you from a salesperson into a negotiator.


Frontier Performance can help you. We’re offering complimentary training to selected prospects. Just head to our website to find out if you qualify.