Stage 1: Presenting a case - either you present and support your case with persuasive facts and a logical sequence; or the prospect presents his case and you listen. You can then ask questions to seek more information if necessary.

Stage 2: Moving forward - keeping your argument short and to-the-point, you discuss each other’s aims and try to move forward in a positive way. You ensure that you spend time listening to and understanding the customer’s position.

Stage 3: Reaching agreement - when the opportunity arises, you present an appropriate solution. If everyone agrees, you can move on to conclude the deal quickly, confirming the responsibilities and actions of each party

While progressing through these three stages, you should aim for a win-win situation (an agreement satisfactory to both parties, maybe including a compromise). You should also seek to build trust so as to develop a solid long-term relationship with your customer. Win-Lose approaches will only damage long-term relations, as the prospect’s resentment will increase along with his non-co-operation. Always check in with all parties involved in the negotiation throughout the process so you can be sure of how all parties are feeling and if there are any feelings of reluctance present you can deal with them immediately.