customer loyalty and negotiation: The game’s rules regarding how to negotiate with the customer and customer loyalty and have changed. Now it is the client who assumes a dominant position, imposing his conditions and terms of the negotiation. It is what today is called: the client’s bargaining power.
Relational marketing
The communication and loyalty of our customers must be based on relationship marketing, building profitable and satisfactory long-term relationships thanks to the study of customer behavior and providing them with an experience of buying and enjoying the products or services.
Always keeping relational marketing in mind, we must know the types of clients, how to treat them, and, above all, our potential clients. In the same way that today the customer has the dominant position in the negotiation, he is a more intelligent, more informed customer, with many more options and who will not buy what we offer but what he needs. The product and service must meet his expectations, but more is needed since the attention must also be unbeatable.
Sales and negotiation techniques
There are different sales techniques and techniques for negotiating with clients, and there are also other strategies and types of negotiation: distributive negotiation and collective bargaining…
Faced with these conditions, negotiation sometimes becomes an arduous task that we should only go into if we are prepared. No matter what type of client we find ourselves with, effective communication will be the skill that makes the difference between a successful negotiation and an actual failure.
Phases to negotiate with clients
Let’s remember that, first of all, we must consider the types of clients that exist and the potential clients of our business. We all need to be prepared to deal with these situations because no matter the nature of your job, you will have to deal with clients sooner or later. Much better to do it by being clear about the following points:
Preparation
It is essential to know the client, what they are looking for, what they need, what their needs are, what we can offer them, and what products and services they consume… With prior preparation, obtaining an advantage in a negotiation with the client is practically possible, and we will never know how to retain customer loyalty—our client. Preparing the most common objections will also help give you a faster answer.
Listen, listen, and listen
To know how to negotiate, you have to know how to listen. We need it to be able to argue later. For this reason, the negotiator must have excellent communication skills and knowledge so that he cannot interrupt or contradict the client in the middle of his speech. Every detail makes a difference and adds value, and this is one of them.
Show interest in what your client says, that you will consider their opinion in the argument and that you have not gone just to sell.
Argue
For this, it is essential to put yourself in the ‘shoes of the other,’ favoring a favorable and trustworthy climate, which makes it easier for us to present our arguments.
Non-verbal communication
At this point, the non-verbal communication of the negotiator is just as important as that of the client. Both say a lot about the intentions of each one during the negotiation and can be a crucial factor in obtaining the desired result if you know how to interpret it.
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