One of the enduring myths of negotiation is that it is a back and forth struggle with your prospect that occurs in the final stage of the sale, the "close."  Negotiation, at its best, comprises of open, honest and straight-forward communication based on mutual respect and mutual trust. When you recognize it in this form, it begins with the very first conversation and continues throughout the relationship.

We refer to this kind of ongoing negotiation as the "diagnostic process." When you are using this process, there is no need for high-pressure, last minute bargaining. There are few, if any, objections and there is no need for "arm-wrestling" in the eleventh hour.

This is difficult for business developers to grasp. "What? No objections?" "No negotiating?" "No closing?"

Please note that I'm not saying "no negotiating."  I'm saying no negotiating in the 11th hour.

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