While there are surely more important things than crowd size for our politicians and news media to worry about, both groups have participated in a flurry of recent discussions of the expression “alternative facts”. While that is not a term often heard in negotiations, other erroneous statements are. You can improve your profitability by using the right tactics in responding to these alternative facts.
Remember that everyone, including your customer, operates in their own self interest. Often that means stretching the truth a bit. As evidence, consider how you behave as a buyer. Have you ever told a car salesman that another dealer offered the same car for a lower price, when it was not the exact same car? It happens all the time. That is why car sellers ask for documentation. Not all buyers are liars, but they are all looking out for themselves or their companies. Be ready to counter some of their claims during negotiations.
“Your products are exactly like your competitor’s “
First, don’t accept commoditization of your product. Your customer bought your product initially based on its value. Remind them of that. What are the differences in performance and durability? If your product lasts longer or performs better for the customer, they will realize cost reductions or revenue improvements from them. Even if you are selling the identical brand as your competitor, there are probably differences in service, delivery, reliability and availability. Make sure you identify these and sell the value of them. Make sure all your sales people understand these differences and are not trapped by the commodity mindset.