David Hanna - Director, Genotyping Sales, Americas Region, Affymetrix
Do you believe good deal negotiation is about going in guns blazing and putting someone off-base, or is it about getting to a financially tolerable endpoint in the fastest, most efficient way possible? The real goal of course is revenue - the desired outcome of the deal - and the longer it takes to negotiate, the longer you, the seller, will have to wait until you see revenue.
In any negotiation there is seller and there is a buyer. Confusion comes in when the seller thinks they are buying. If these roles can be understood more clearly up front, the two parties can operate less defensively, and the negotiation becomes a more straightforward conversation about what the buyer wants and is willing to pay for. If this is already within the limits of what the seller can deliver and financially tolerate, then the parties have essentially skipped to the end and the deal can close much faster.
This session will explore how to approach seemingly complicated negotiations in a manner that doesn’t put the client in a defensive position and seeks to merely open a conversation about what the client needs. We will also discuss classic negotiation pitfalls, how best to prepare for the negotiation ahead of time, what a ‘win’ looks like for both parties.