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“If anything is foreseen,” the author states, “it could be our too eager compliance with the requests of others (p.25).” Negotiation, he correctly argues, takes back the control of one’s life. “When you fail to negotiate,” the author tells his reader, “you lose, lose, lose (p.42).” Indeed, it is the essential truth of too many lives.
Much of the book, however, deals with his five step program on negotiation strategy and skills. It is pretty standard stuff although well told and illustrated from his personal experiences. Where the author shines, however, is on sales negotiation. Now, this is the reason I have reviewed the book.
For a sales force that needs guidance in sales negotiation, this is a solid and valuable book. In fact, it is indispensable as a tutorial for those salespersons who need to improve their knowledge of their field. Zick is a master salesperson and he covers his subject with insight and clear, practical advice. If your sales force does not understand negotiation it is a must read.
He has solid advice on escaping from the price trap, selling on benefits, knowing your customer and a host of sales negotiation topics. Much of this material is not only on target, but would make an excellent basis for a sales in-service training package. “You can only offer value, Zick states, “if you know what your customer values or thinks is important (p.120).” Simple stuff on its face, but critical enough to explore in depth at the next sales meeting. Do we really know our customer? How do we learn about their values? How do we test it out? What do we do with this information when we have it? Bernard Zick has solid and workable answers in this book.
Recommended for the general reader. Essential for the sales force.
John Baker, Ph.D.
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