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G E T P R O F I T A B L E U P D A T E!

September 2, 2001

The "Get Profitable Update" is an Internationally published

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WHERE YOU CAN MEET KEVIN CLARK:

October 1,2 - American Express Travel Conference, Orlando, FL

Speech Topic: How To Uncover Your Hidden Marketing Assets

November 2,3 - Annual Collegiate Entrepreneurs' Conference,

Westin O'Hare Hotel, Chicago, IL, Topic: E-Marketing

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IN THIS ISSUE:

1) MARKETING: Tell Your Prospects The "Reason Why" and Watch The

Cash Register Ring

2) MARKETING: Winning At Negotiations, The Ultimate Success

Formula, Part 2

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1) MARKETING: Tell Your Prospects The "Reason Why" and Watch The

Cash Register Ring

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There is a very effective marketing strategy known as the

"Reasons Why" education technique and if you use it, you can

impact sales growth fast.

To begin with ask yourself this very important question, "What

is it about what I do and how I do it that my prospects and

customers would find valuable and appealing? How could I

explain better the process we go through to create our product

or service?

How about the components you use are they unique in any way?

How about the process you used to choose them? What about the

engineering standards you created and their performance

expectation?

Or, how could you explain the process of elimination that you

went through to reject all kinds of components or

manufacturers/service suppliers before you settled on the

handful of ingredients or composition of products/services

you use to create the product or service you sell?

How many ways can you explain the training process you put your

staff/employees through or that you went through yourself to

gain the knowledge, expertise or experience you use to produce

your product/service for your customers?

The point is, how can you explain the reasons why your product

or service performs advantageously or beneficially or tangibly

for a customer or client than other alternatives they may be

considering?

Customers and prospects can never know what you know about your

product/service and how painstakingly hard you have endeavored

to bring to them the best quality and assembly of benefits

possible; unless you tell them.

Good marketing tells us that prospects actually want to know.

They want to be educated about the reasons why they should buy

from you instead of a competitor. The only way they can choose

you is if you inform them about what differentiates you from

the competitive pack and how your product or service will

benefit them.

Think from your prospect's point of view and you will quickly

understand they need to know the reasons why they should

purchase from you. Review your marketing material/Website

copy and make sure you are doing this well. If you are then

you will definitely see sales and profits increase.

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2) MARKETING: Winning At Negotiations, The Ultimate Success

Formula Part 2

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In our last issue we dug into the whole area of Winning At

Negotiations and understanding the strategies and techniques

that will help you get all you deserve out of every transaction.

If you missed it, you can view it at:

http://www.getprofitable.com/SpecialReports.html under the

August 15, 2001 issue.

In this issue let's get into how to prepare a negotiation

strategy and a few of the actual negotiation techniques you

can use to give you an improved profitable advantage.

HOW TO PREPARE A NEGOTIATION STRATEGY

Prior to engaging in any negotiation there is a process of

preparation you should follow if you truly want to be more

effective and successful. The direction of an encounter usually

follows a set path of exchange, which are the seven steps of the

negotiation's progress we discussed in chapter two.

So before the actual negotiation it makes sense to build your

reserve of negotiating ammunition by becoming organized in your

knowledge and approach.

It has been determined that the direction of a negotiation will

usually proceed through three basic stages that are not set by

the opponents but by the very nature of the negotiation process.

The first is the stage in which the opponents establish their

criteria, set out their goals (take an opening position), and

explain the rationales behind their goals. The second stage

consists of trying to fulfill information goals and establishing

common ground.

The third stage consists of reaching for primary and secondary

goal concessions that will provide momentum and bring about

compromise. With this in mind, let's move into the specific

stages of preparing for a negotiation.

STEP 1 - The first step is to research and determine your own

goal objectives prior to an expected negotiated exchange. Be

specific. Know exactly what you want and what you're trying to

achieve.

STEP 2 - Step 2 consists of three ingredients.

A.Predetermine the minimum and maximum limits for each of your

goals. This is the bottom line on how low you will go for each

criteria as well as your ceiling or opening positions.

The purpose of quantifying your goals into scales of minimum and

maximum expectation is to provide you with a third important

component of strategy. This consists of your two basic

negotiating positions.

1. Your opening position.

2. Your downside position. Your opening position should

encompass the maximum that you want to achieve from an

exchange and it is where you begin your exchange. Never

reveal your downside position for it is that point you

will never concede below.

B. Now arrange the maximums for each of your negotiation goals

into an opening position, which you can manipulate through

concession and compromise as the negotiation unfolds and leads

you to what you realistically want.

C. Next, arrange the minimums for each of your negotiating goals

into a bottom-line position. Remember, this is the point you

will not go below under any circumstances. Why? Because below

this line the negotiation will not meet your projected

expectations.

In addition, by standing firm when the conclusion of the

negotiation occurs you can measure the effectiveness of your

outcome.

STEP 3 - Plan out your hidden agenda.

STEP 4 - Try to predetermine your opponent's goals and hidden

agenda. In fact, when in a negotiated exchange in which you

are attempting to get more than you would ordinarily be given,

your awareness of your counterpart's goals is crucial to your

success.

It is easier to control the exchange and manipulate the outcome

when you feel fairly confident about your opponent's desired

negotiation goals.

BASIC NEGOTIATION GUIDELINES AND CONCEPTS

These are the kind of general guidelines that you can use both

in preparing a negotiation strategy and engaging in a

negotiation exchange. Further, these specific disciplines will

help you improve your negotiation skills and increase your

success percentage.

1. DEAL ONLY WITH THE DECISION MAKERS

I have heard this referred to as the shield technique. As a

salesman for my own businesses, I have approached many buyers

and purchasing agents. These people are many times so barraged

with frivolous sales attempts that they often use a subordinate

to screen the initial sales calls.

This way they can sift through the multitude and identify the

valid people with the potential programs of benefit to their

company. For you, the salesman/negotiator, be careful here

because the subordinate may tell you he/she is authorized to

negotiate on behalf of the company.

Their real goal is to get your major concessions from you

before telling you they do not have the final word. Then

by the time you get to the real purchasing agent they deal

from a dominant position of strength trying to push you below

your minimum positions.

My point here is to always seek out and try to start and

complete your negotiation exchange with the one person who

makes the ultimate decision.

2. BE READY TO HORSE TRADE

The key here is to start high, work down from there and know

your bottom line. The following series of ensuing compromises

will lead the exchange to hopeful success. Give and take is

fine, just know what you can afford to give and what it is you

want to try and take . . . exactly.

3. TRY FOR A WIN - WIN OUTCOME

When both parties come away with the feeling they got what they

wanted then you have a win-win outcome. This is the key to

successful negotiating. There does not have to be a defined

winner and loser. What matters is that at least the minimum

goals are achieved for both sides.

4. NEVER GO BELOW YOUR BOTTOM LINE

Don't relax your goal minimums and settle for something

unacceptable. You will usually always regret it and,

furthermore, it may come back to haunt you. It is only a waste

of time for you to continue negotiating below your bottom line

of acceptance.

You're not in business to waste time, only to achieve your

pre-determined outcome for success. Don't stray from this goal.

There are many more specific tactics and techniques that can

slant the negotiation in your favor. If you are interested

in learning more, you can get the full special report

at: http://www.getprofitable.com/store4.html

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Kevin M. Clark, www.GetProfitable.com

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Kevin M. Clark is an Entrepreneur Of The Year Award Recipient

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Written by Kevin M. Clark,

"Entrepreneur of The Year Award Recipient," (Regional

Winner) and President of Clark Marketing Group, Inc.

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