13 Negotiating Buyer Concerns

A photo shows Heather Ramsey smilingly having a discussion with two women.

Source: Michael Ahearne

Learning Objectives

When you finish reading this chapter, you should be able to

  1. 13.1 Describe the principles of formal negotiations as part of the win-win strategy

  2. 13.2 Describe common types of buyer concerns

  3. 13.3 Discuss specific methods of negotiating buyer concerns

  4. 13.4 Outline methods for creating value in formal negotiations

  5. 13.5 Work with buyers who are trained in negotiation

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